Content strategy
In founding The Content Design Co. (TCDC), I had the unique opportunity to craft a compelling content strategy that has become the backbone of our launch and growth.
At its core, TCDC is an innovative educational platform, meticulously designed for budding writers and UX professionals who are passionate about excelling in content design.
My role entailed envisioning and implementing a content strategy that highlights our commitment to accessible, cost-efficient education in content.
Exploring this case study
I divided my process into six sections:
01. Overview
02. Research & analysis
03. User personas
04. Brand voice strategy
05. Content strategy
06. Content assets
07. Reflections
01. Overview
Our small but mighty team comprises myself, a seasoned content designer with a flair for teaching, and an adept copywriter who doubles as a skilled WordPress developer.
Together, we conceptualize, develop, and refine the curriculum and platform for TCDC, focusing on pragmatic skills through group projects.
Our project schedule was segmented into these general stages:
2 months: Market research
1 month: Strategy development
1 month: Content writing
1 month: Iterative refinement
1 month: Launch preparations
02. Research & analysis
A solid content strategy for the TCDC course is pivotal for providing students with the necessary knowledge and capabilities to navigate the shifting terrain of digital content efficiently.
At the heart of this strategy lies extensive market research, detailed analysis of competitors, and a thorough exploration of discussions on multiple communication channels.
Market research: Identifying the gap
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The demand for content designers and UX writers who can seamlessly blend technical know-how with creativity is sharply rising.
Companies seek individuals who not only understand user experience but can also craft persuasive narratives around it. Consequently, there's a shifting preference towards courses that blend traditional content strategy with UX principles.
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There's a noticeable trend towards flexible learning options that cater to working professionals, including self-paced online courses, short-term workshops, and comprehensive bootcamps.
Moreover, there's a clear demand for learning through doing, with a strong emphasis on hands-on projects and real-world applications over theoretical instruction.
Competitive analysis: Understanding the landscape
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The competitive landscape features a mix of academic institutions, online learning platforms (such as Coursera and UX Content Collective), and industry-specific workshops.
These offerings vary significantly in terms of content depth, learning formats, instructor expertise, and cost.
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Key differentiation factors among these offerings include:
Accreditation and certification: Recognized credentials that learners can add to their professional profiles.
Learning format: Variances between self-paced courses, live classes, and hybrid models.
Practical experience: Opportunities for learners to engage in projects that result in tangible outcomes, such as a portfolio piece or case study.
Expert access: Availability of one-on-one sessions with industry professionals or mentors.
Conversation mining: Insights from multiple channels
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Detailed insights have been gleaned from mining conversations across platforms such as LinkedIn, Reddit, Facebook, Twitter, and specialized forums.
These platforms provide unfiltered feedback on existing courses, pinpointing both their strengths and areas for improvement.
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Demand for updated material: There's a continuous call for course content that reflects the latest industry trends, tools, and best practices.
Practical projects over theoretical lessons: Learners express a preference for curriculum that prioritizes hands-on projects, emphasizing the creation of portfolio-worthy pieces that showcase their skills.
Flexible yet structured learning: While flexibility is crucial for working professionals, there's also a desire for more structured guidance, including deadlines and interactive sessions, to ensure progress.
Mentorship and networking opportunities: Access to seasoned professionals for guidance, feedback, and networking is highly valued and often cited as a deciding factor in course selection.
Learner preferences in educational programs
Conclusion
Innovative content and mentorship access are equally crucial, highlighting the importance of staying updated with industry standards and having professional guidance.
Hands-on learning takes the largest share, indicating a significant preference towards practical experience and portfolio development.
Guided flexibility shows a notable but lesser priority, suggesting while flexibility is necessary, it needs to be coupled with some level of structured guidance.
03. User personas
From the in-depth market research, competitive analysis, and conversation mining across multiple channels that I conducted, I identified three distinct user personas. These personas, which are built around brand archetypes, led to the creation of three different product offerings: a case study template, a course, and personal coaching. They also helped me to tailor marketing strategies effectively and better understand the varying needs and preferences of our target audience.
Harold: The Veteran
An experienced individual seeking to update necessary content skills through a detailed content design portfolio template without a significant financial commitment.
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The Sage archetype fits Harold because he seeks wisdom and knowledge through self-improvement and continuous learning. He aims to use his updated skills wisely and apply this knowledge practically.
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As a Senior Content Strategist with over 15 years in the marketing field, Harold has witnessed the evolution of content design firsthand. While he is highly experienced, he understands the necessity of staying current with industry trends and tools.
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Harold dreams of maintaining his relevance in the fast-evolving content design field and aspires to be seen as a mentor within his professional community. His immediate goal is to modernize his skills to continue producing impactful, strategic content.
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Financial concerns about extensive training or courses.
Finding time to learn amidst his busy professional schedule.
Concern that simpler tools or templates might not cover deep strategic insights.
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Harold starts by identifying gaps in his knowledge through online forums and peer discussions. He seeks a comprehensive yet budget-friendly content design portfolio template to integrate modern techniques without investing heavily in another lengthy, formal education.
Emily: The Apprentice
A learner who desires a hands-on learning experience through a content design course that culminates into a case study for their portfolio.
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Emily embodies the Explorer archetype because of her desire for new experiences and practical learning. This drive to explore and gain skills through direct involvement marks her journey as one of discovery and application.
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Fresh out of university with a degree in Communications, Emily is a Junior Copywriter at a startup. She is eager to put her theoretical knowledge into practice but lacks real-world experience.
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Emily dreams of building a standout portfolio that showcases her hands-on skills and unique style. Her goal is to quickly move up within her company or potentially join a larger agency that allows her to work on major projects.
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Limited real-world experience makes finding the right opportunities challenging.
Needs guidance on which areas of content design to focus on to best advance her career.
Concerns about the quality of learning resources and their applicability to real job scenarios.
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Emily searches for interactive and applied learning tools, such as content design courses that offer practical projects. She envisions concluding the course with a case study that she can highlight in her portfolio.
Marcus: The Seeker
A busy professional looking for one-on-one coaching and a personalized portfolio to guide their career in content design.
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As a Magician, Marcus is all about transformation. He looks to convert his learning into a meaningful career change, making a true impact in his new role through personalized guidance and expertise.
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Marcus has a background in retail management but has always been passionate about writing and design. He is making a significant career shift and seeks specialization in content design to fulfill his newfound professional calling.
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Marcus aims to transition smoothly into the creative industry and eventually lead content strategy initiatives. He aspires to work in a role where his creativity and strategic input directly influence business outcomes.
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Overcoming the steep learning curve associated with a career change.
Finding personalized resources that cater specifically to his unique needs and learning style.
Building a professional network in a new industry
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Marcus embarks on his transition by seeking out mentors and courses that offer personalized coaching. A tailored portfolio not only to showcase his skills but also to mirror his personal brand and professional transformation is crucial to him.
04. Brand voice strategy
This guide is crafted to shape and express the distinct personality of the TCDC brand consistently across various channels and platforms, ensuring a coherent tone and message that effectively reaches and engages our target audience.
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Connection
Education
Freedom
Uniqueness
Connection:
Company: We believe that our strength lies in fostering authentic connections.
Customer: We empower individuals to weave their unique narrative into a life-changing personal brand.
Community: We are committed to the idea that together, through the art of our storytelling, we can leave a lasting imprint on the world.
Education:
Company: We cherish the transformative power of education, seeing it as our ultimate strength.
Participant: We believe that through education, every individual possesses the undeniable power to enhance their life remarkably.
Community: We are driven by the belief that through the power and reach of our words, we can usher in global change, one educated voice at a time.
Freedom:
Company: We champion the freedom to shape your destiny, guiding you to weave your uniqueness into a content design portfolio that stands out.
Customer: We empower you with the freedom to harness your personal brand, transforming your aspirations into a reality that changes your life’s narrative.
Community: We unite in the belief that through the freedom of expression, our collective words can innovate, inspire, and usher in a wave of positive change in the world.
Uniqueness:
Company: We believe in the distinctive power of individual creativity.
Customer: We believe each person's unique voice can reshape their future.
Community: We believe our collective uniqueness can revolutionize the world through our narratives.
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The Content Design Co. is a Sage
Core Value: Knowledge
Desire: to seek paradise, use intelligence and analysis to find the truth
Drives: self-reflection and better understanding of others/the world
Biggest Fear: being duped, misled—or ignorant.
Examples: Mindvalley, Google, TED
Brand Profile: The Content Design Co. embodies the Sage with an unwavering commitment to freedom at its core. We firmly oppose the trifecta of overpricing, one-size-fits-all content, and courses overselling their potential.Our mission is to cultivate genuine portfolios, nurture confidence, and champion the notions of flexibility and adaptability.
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Our promise is to empower writers and UX professionals with expertly designed courses that help them create an impactful content design portfolio.
This enables them to confidently display their talents to prospective clients, unlocking the door to a job they're passionate about.
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We are on a mission to revolutionize the repetitive and expensive UX content landscape, assisting students in landing their dream jobs by cultivating their personal brand, helping them create unique content design portfolios, and fostering teamwork skills.
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Our brand emerges at the intersection of personal brand creation and unique case study development. We provide the unique experience of working on case studies as a team, furnishing the platform for individuals to cultivate and elevate their personal brands in the process.
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(AKA …) - a quick and easy way to break down more complex topics in a casual way
Prof - short for Professor, used sparingly (mostly in bios or when referring to Professor Rox)
Freedom - major value that should be communicated throughout the entire brand voice
Flexibility - major value that should be communicated throughout the entire brand voice
(Industry) Giants - a reference to UX giants who have dominated the industry
05. Content strategy
To effectively launch a content design course, a robust content strategy is paramount—one that positions the course as both innovative and practical, highlighting mentorship opportunities and the tailored guidance it offers. This is my strategic approach to marketing and promoting the course.
Reflect industry standards
Promotional content must underscore how the course stays at the forefront of industry changes. Share articles, conduct webinars, and publish whitepapers that address the evolution of content design, positioning the course as a leader in providing cutting-edge education.
Practical experience narrative
Use success stories and portfolio examples from past students to demonstrate the tangible outcomes of the hands-on learning approach. Through social media, blog posts, and portfolio showcases, future students can visualize the practical skills they'll acquire and the portfolio they will build.
Showcase mentorship access
Leverage testimonials and case studies from professionals involved in the course to highlight mentorship prospects. Introduce these mentors through various content forms, such as video interviews or feature blogs, which can humanize the course offering and build trust with potential students.
Promote guided flexibility
Craft messages that articulate how the course design accommodates flexible learning styles yet provides structured guidance. Share course schedules, syllabi, and sample learning paths that make this dual approach clear to prospective students, highlighting the adaptability and support systems in place.
Content roll-out strategy
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Initiate a launch campaign that employs multimedia content, engaging the audience with a mix of informative and emotive elements. This might include short teaser videos, infographic statistics about the content design industry, and behind-the-scenes looks at course creation.
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Leverage email marketing to drip-feed content about the course benefits, including interviews with instructors, sneak peeks into course materials, and early-bird special offers for sign-ups.
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Utilize social media platforms to release bite-sized, high-value content that captures the essence of the course. Create engagement through live Q&A sessions, posts that invite interaction, and hashtags that potential students can follow.
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Encourage and curate user-generated content, such as alumni testimonials and student project highlights, to build credibility and provide social proof of the course's quality.
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Develop an SEO strategy that targets keywords prospective students are likely to search for. Create a blog series, how-to guides, and key landing pages that are optimized to attract organic traffic.
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Establish content partnerships with relevant industry blogs, forums, and online communities to reach larger audiences. Guest posts and collaborative webinars can help penetrate niche markets interested in content design.
Content calendar
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Educational/mindset shifting emails (2-3 per week)
Repurpose email content to social, YouTube, podcast, etc.
Tease what's coming, sneak previews, behind the scenes
[Optional] Waitlist signup
[Optional] Send a survey
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Invite audience to live launch event
Direct all social content to this
Send 3 emails for webinar invites
Create an automatic webinar confirmation email
Webinar reminders (3 days before, day of, 15 minutes before)
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Host live even and open doors
Send replay and accouncement emails
Send open cart email sequences (objection crushers, FAQs, personal story, social proof, etc.)
Engage in any 1:1 with hot leads (DMs, personalized emails, etc.)
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Send 3 emails on the last day to remind people of price increase, loss of special bonuses, doors closing.
Close cart and send onboarding email sequence for new students.
Collect metrics and debrief launch
[Optional] Host a kick-off call
06. Content assets
Website
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Our website copy centers on delivering clear, concise, and persuasive content that resonates deeply with our target audience.
Grounded in extensive research, it prioritizes user experience and SEO optimization to ensure that our message reaches our target audience and drives action.
By blending compelling narratives with actionable insights, we aim to educate, inspire, and convert our visitors into engaged community members and satisfied learners, always keeping our content fresh, relevant, and aligned with industry best practices.
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Content design isn’t dead. (You’re just doing it wrong.)
The market is saturated. Companies don’t have the budget. You’re underqualified. AI will replace you.
That’s what the giants want you to believe, anyway—so they can continue to dominate the industry.
But the Content Design Co. is pulling back the curtain to show you what’s what.
Because you don’t need the multiple degrees. You don’t need a $3000 bootcamp. You don’t even need “3-5 years of previous experience.”
With one solid case study and the right tools in your kit, you can start building a dream career that gives you the freedom and flexibility to live life on your terms. And we’re here to teach you how.
Blogs
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The Content Design Co Blog's content strategy is focused on providing engaging and insightful content specifically crafted for aspiring content designers. The plan is to ensure a consistent release of high-quality articles that captivate our target audience, with each publication meticulously planned in harmony with our content calendar for steady engagement.
Key points of this strategy include:
Aligning blog post release dates with the content calendar to guarantee consistency.
Using social media teasers to spark interest and set expectations for upcoming content.
Creating focused, thematic blog posts that explore different facets of design.
Fostering community interaction via social media to complement and extend the blog discourse.
Establishing the blog as a go-to source of information, solidifying our stature as thought leaders in the field.
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Conclusion
Content design is an evolving field that requires both strategy and creativity. By harnessing the power of design, understanding user needs, and staying ahead of the trends, you can craft content that not only looks great, but also fulfills a core purpose.
At the end of the day, it’s important to remember that good content design is about creating experiences that resonate with your audience. Thus, every interaction with your brand should be memorable and impactful.
Whether you’re just dipping your toes into the water or you’re looking to refine your skills, the journey of a content designer is filled with constant learning and discovery.
If you’re hoping to transform your content design skills and take your user engagement to new heights, check out the waitlist for our flagship Content Design Course.
In just six weeks, you’ll gain firsthand experience implementing the strategies that lead content designers are using today to represent companies like Google and bp.
Emails
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Goal: To engage, inform, and convert subscribers into active participants in our content design courses.
Target Audience: Aspiring content designers, UX professionals looking to upskill, and content designers seeking career development and a supportive community.
Additional Strategy Elements:
Audience segmentation for personalized email content.
A/B testing for optimizing open rates and conversions.
Performance tracking ( (open rates, click-through rates, conversions) to refine the email strategy continuously.
Incorporation of engaging visuals and designs.
Adherence to accessibility standards in all emails.
Encouraging subscriber feedback to maintain community engagement
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Email #1 (Welcome Email)
Send: Day 0 (immediately after newsletter signup)
Subject Line: You’re officially in the Co.!
Preview Line: We’re so happy to have you here 😃 Here's a big warm welcome from your favorite content design professor.
[First Name],
It’s me, Professor Rox—aka, your favorite content design professor. And it brings me great joy to welcome you to the Co.
First off, thank you for subscribing and trusting me as a partner on your content design journey. Your decision to join the Co. tells me that you care about accessible and ethical design and want to be part of our movement of content designers who are changing the industry for the better.
And if you were drawn toward my content, chances are you fall into one (or more) of these categories:
You’re brand-spankin’ new to content design and want to make this your career, but you’re struggling to figure out your next steps.
You’ve been working in the UX field for a while, but you want to keep improving your skills to stay competitive in the job market.
You feel your portfolio is lacking and you’d love to beef it up with a new case study.
You want to go full-time as a content designer but don’t know how to achieve a good work-life balance while still finding fulfillment in your work.
I get it, [First Name]. Just a few years ago, I was a struggling content designer myself, plagued by all of these issues.
Back then, there was no one in my corner to help me navigate this complicated landscape. I had to figure it all out by myself.
And it took me many years, with much trial and error, to solve all the issues I just listed.
But I don’t think you have to struggle the way I did. In fact, that’s exactly why I created The Content Design Co.—so designers like you won’t have to do it all alone. I’ve already done the hard part, and I’m here to share those hard-won insights with you.
So no matter where you fall on the spectrum,
From absolute beginner bringing your very first case study to life…
To working content designer seeking out your next massive project…
The Content Design Co. is a safe place for you to practice your skills, grow your knowledge, and network with other designers who understand exactly what you’re going through.
I know… those are some pretty big promises from me. So here’s how I plan to deliver.
Social media
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My social media strategy is all about connecting with fellow designers, content creators, and storytellers. I’m focused on sharing a mix of inspiring designs, practical tips, and behind-the-scenes looks into the design process, all crafted to spark creativity and discussion.
Consistency is key in building my brand, so I’ll be sticking to a regular posting schedule filled with high-quality visuals and engaging content. I'm here to share my insights on content design trends and tools, aiming to become a go-to resource in the field.
I aim to build a community, so expect lively conversations, feedback opportunities, and interactive content that makes everyone feel part of this exciting journey. My goal is to spotlight the importance of quality content design in the digital world, one post at a time.
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🌟Big news on the horizon! We're brewing something incredible at The Content Design Co. that's guaranteed to elevate your content game. 🚀 If you're all about innovation, creativity, and transforming ideas into impactful designs, you won't want to miss this.
Stay tuned, and make sure to follow us @thecontentdesign.co for the grand reveal! 📣 #ComingSoon #ElevateYourContent
07. Reflections
TCDC is scheduled to launch in December 2024.
A successful launch content strategy for a content design course should encapsulate the essence of what the program offers—not just in terms of its curriculum but how it aligns with the student's aspirations and professional standards.
The strategy should utilize multiple channels and content types to engage, inform, and convert potential students into enrolled learners ready to shape the future of content design.