Understand Value Conversion for a Great Content Strategy
If you are exploring content strategy, look beyond simply expanding your audience and delivery channels.
In an article titled, “How the Government Turned Bureaucracy Into Content You’ll Actually Like,” Amanda Walgrove brings up three examples of innovative content strategy that convert content into unique experiences and different types of value. Amazingly enough, they don’t come from innovative start-ups or market leading tech companies but from the federal government, of all places.
NASA’s scientists had amassed fascinating research into the exoplanets outside of the solar system. To leverage this content, they could have turned to their blog, converted it into publications and white papers. I am sure they did all of this things, but they wanted to engage the public beyond the simple delivery of information. They wanted something, experiential, dynamic and interactive.
NASA has something called “The Studio at JPL” with experts in fields such as, visual strategy. Its 7 members came up with the answer: a new content campaign, “Visions of the Future” Through s a series of 14 glossy, futuristic travel posters, “NASA invites you to book your trips to cosmic tourist destinations like Ceres, ‘queen of the asteroid belt’ and Venus, ‘voted best place in the solar system to watch the Mercury transit.’”
And the experience doesn’t end there. The audience can click on a poster to learn more about the subject and “how NASA is exploring the featured destination.”
Leveraging the return of the sci-fi show The X-Files, “the CIA took to its blog to curate two lists of legitimate declassified X-files from its UFO collection,” and provide tips for how one can conduct a UFO investigation.
Finally, “the TSA shares some of its most interesting finds on Instagram with the hashtag #TSAGoodCatch. Recent highlights include neon green machetes with fake blood, marijuana stashed in a jar of peanut butter, and knives hidden in the sole of a shoe.”
The principle at work is beyond narrowly defined “content strategy.” It is much more than re-purposing. It is about converting value from one source and “customer” group to another. The data that has value for scientists is converted into value for others in the form of experiences, practical “how to” guides, entertainment, mental journeys, etc.
In value network analysis value conversion refers to one of the most important ways “to model, analyse, evaluate, and improve the capability of a business to convert both tangible and intangible assets into other forms of negotiable value, and to realise greater value for itself. Effective content strategy falls in this category.
The key is the ability to detach your content from its current usage; view it through the eyes of your members, customers, audience and other stakeholder groups and translate it into negotiable market value.