Design that makes strategy obvious
Leaders can often struggle to turn abstract concepts into something their peers understand and their teams can rally around. Without the support of strong visuals, strategy falls flat and the chance to capture that “a-ha” moment quickly disappears.
The challenge
Too often, strategy stays stuck in slides. In this case, content strategy was buried under a dense wall of text and bullet points. Instead of guiding the audience, the slide just overwhelmed them. All the extraneous details, made it hard for anyone to see what mattered and why.
The approach
The goal was two-fold:
Map content to the buyer journey: Educate the audience by showing how content aligns with each stage of the buyer journey and why you need a mix of assets to move prospects forward.
Spotlight the gap: Show that strategy was focused on developing more “preference” and “action” content needed to fill a critical gap.
The outcome
What was once a confusing wall of text became a clear visual that:
Helped the broader organization understand why the content strategy made sense
Made it obvious where the gaps were
Connected the dots between strategy and execution
A slide build was used to spotlight the content gap, making it clear why the strategy called for developing more specific types of content.
Instead of strategy getting stuck in slides, this visual shift helped people actually understand the strategy and, more importantly, get behind it.
