Focusing on high-value content
A Journalistic Approach to Content
Early in our research, we found the people leading the conversation around work were journalists with institutions like Vice and the CBC. Our content strategy focused on providing a variety of insights and opinions on current events related to our campaign. Our strategy included high-quality journalistic content and we created a structure for how different kinds of content would live on workischanging.ca.
Long Form Content
These pieces are longer in length and explore our themes in depth. Their purpose is to educate visitors and introduce them to the specifics and nuances within each theme. These pieces were also designed for visibility.
Short Form Curated Content
These curated content pieces are focused on timely responses to trends in the media while still contributing to our narrative themes.
The objective of our conversion oriented content was to present entrepreneurship as a strong alternative to the trends explored within the “Work is Changing” platform. This content is designed to link directly to Futurpreneur’s calls-to-action, such as loan applications, business planning tools, Futurpreneur resources, etc.
Our content strategy was designed to move visitors through the website, educate them on how work is changing and illustrate how entrepreneurship can be a viable answer to that change.
Each of our five narrative themes influenced how we categorized content. We created five categories:
- Employment and industry disruption
- Shifting economic trends to self employment
- National growth depends on new business
- Jobs are asking more and giving less
- Lack of viable job options
We sourced writers and curated over 15 content pieces in order to launch the hub with a full suite of content. These content pieces were developed looking at relevant search terms and trending social topics.
Awareness and Future Growth
At Brandish, whenever we develop a concept, we ensure that it serves a larger strategic purpose for our client. Workischanging.ca was created to educate audiences who needed an understanding of the greater economic context, while providing Futurpreneur with an asset that could evolve. With the larger objective of raising awareness for Futurpreneur Canada’s mandate across the country, Workischanging.ca and its accompanying content would form a foundation for future campaigning.