Content Strategy & Creation - Playbook by Andrea Juwono

Content Strategy & Creation - Playbook

Andrea Juwono

Graphic Designer

Content Writer

Content Creator

ChatGPT

Figma

Notion

👉 Take a quick look at the content I've made for Playbook here 👈

Improving Playbook's Content Strategy

At the time I joined Playbook, most of the content that was posted on social media channels consisted of general artist work to draw in an audience with creative interest seeking visual inspiration. Coupled with announcements about illustration collections we commissioned artists to make for us, it became apparent that we weren’t doing enough to provide value in our content and understanding of our product.

Analyzing patterns that surface in research, interviews, and social media engagement, I decided that there were many opportunities to improve our reach. I proposed an all-new content mix:

[Feeling like we’re a community] To shoot for larger emphasis on approachability & feels similar enough to our current approach, I suggest:

30% What people want (interactive stuff, lower barrier to entry)

50% Source of resources (infographics, informative, education, very targeted to audience)

20% Niche Industry Expertise (we know what we’re doing)

Above is a screenshot of our feed planning board (organized in our product, of course!), that showcases new themes of graphics: professional advice and resources for creatives, instructional tips on how to use our features, and even testimonials from our community.

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