Strategic Content Design
Objective & Scope
Design web content for an international business consulting and soft skills training firm founded by an American and based in the Russian Federation, providing services to Russian companies active on the international market, and international companies active on the Russian market.
Establish a content strategy that identifies purposes, opportunities, and constraints for both the customer and the business, grounding the conversation in what customers already understand.
Ratified by stakeholders at the highest possible level, create a voice chart that enables making the best content choices when several good options are available.
Discovery
Research methods, including interviews and focus groups, provided insights into the established vernacular of the experience.
Ensure an optimal experience by engaging and reengaging customers throughout the customer cycle, transforming engaged customers into champions who attract new customers, concretizing loyalty.
Design Recommendations
Establish a common voice across the customer journey by creating a set of verbal parameters that provide guidance for content design, aligning with client needs while increasing loyalty through a unified, recognizable voice. This will enable diverse teams to design cohesively.
Define three unique product principles targeting the objectives of an international client-base with relevant conceptual business values:
Western Best Practices
Overcoming Cultural Challenges
Strengthening Business Relationships
Build a prototype demonstrating content headings and a voice table that breaks down strategic principles and elements of speech.
