«YOU CAN'T SELL ANYTHING
IF YOU CAN'T TELL ANYTHING»
A brand is like a story unfolding across every touch point. Content is all about how you tell this story.
Creating great content within a great design is crucial: both of them are essential. Design can't rescue failed content and, moreover, design in the absence of content is not design, it's decoration.
Content is like fire for design, and social media is gasoline. For this reason, the key is to focus on the emotional and creative side rather than the technical, working on how to be social and not how to do social.
When it's time to think about content, the key is thinking like a publisher, not a marketer.
My goal is to speak to the audience in their language, make the readers happy, talking about what is in their heart. The key is staying in research mode constantly and always identify the goal of the content. And the goal is: creating a community.
The next step is then to find a balance between what is written and what is shown visually, creating the right hierarchy between text and graphics.