Articulating Your Content Strategy Like A Child’s Story Book

By Michael Brito | 3 years ago | 4 Comments

Love You Forever

Michael Brito, Senior Vice President of Social Business Strategy at Edelman, is a Guest Contributor to the HootSuite blog, and author of “Smart Business, Social Business: A Playbook for Social Media in Your Organization.”  This article was previously published at

“Your Content Strategy Should Be as Easy to Articulate as a Children’s Story Book”

I used to read “Love You Forever” to both of my girls when they were little. Even thinking about it today, I still get choked up. It’s really a heartfelt story.  What I remember the most about it is that it uses imagery to tell a very significant story (as with most children’s books). The story is about a mother’s unconditional love for her son; and then chronicles her son’s life growing to an adult and starting his own family. The sad conclusion shows how he reciprocates his love to his mother who has grown to be an elderly woman. There are just a few sentences on each page but the story and illustration is powerful and you can even follow along without even reading the text.

This is how you should start thinking about your content strategy. Visual storytelling is certainly top of mind for marketers today; and with the rise of Instagram, Pinterest, Vine and Facebook’s recent Timeline redesign, it’s even more important today. But telling your brand story is more than just adding an image to each Facebook post or taking advantage of the news cycle and creating real time content like Oreo. The ability to tell visual stories requires a significant amount of planning and collaboration with internal teams (creative, brand, content); which means you need to deploy a social business strategy that delivers this effectively..

I came across this Slideshare presentation by Stefanos Karagos and had to share it. It’s one of the better presentations I have seen lately and illustrates my point exactly. I read through each slide and knew exactly what Karagos was saying as if he were presenting it directly to me.

Wena Lee
Wena Lee 5pts

You are right! I have seen a couple of social media startups claim to be able to automate content. However, the content becomes a turn off and goes against what communication is all about - to avoid robots, duh! I like humanizing and approachable content. Yes, sometimes that means designing websites that are NOT inundating the audience with information and providing them with a memorable visual experience. #dwtfim Design with the Future in Mind!

Soul Sanctuary
Soul Sanctuary 5pts

Not totally convinced by the slider, if your blog post hadn't encouraged me to continue to the end. I would of stopped clicking after the first few slides, if I even bothered to click it at all. I understand the message, but think the design of the slides was badly presented somewhat ironic really, and not very visually appealing or easy on the eyes, not to mention even in full screen some of the text was impossible to read. Good message, but badly implemented.

andyinsdca 5pts

How about making content easier to read? Like ditching dark grey type on a light grey background? For example the NY Times is easy to read: black on white, great font.