Connecting audiences to assets with content

Today’s hasty #arupworkshop sketch is about strategic communications for assets — connecting audiences to assets with content.

We’ve been using Google Brand Labs 2014-era content framework to help us think about how the asset owners we work with can tell the story of their assets to a wide range of audiences.

Always start with the audience context, and understand the basis of their interest and current engagement.

Next create three layers of content.

Help content makes the asset accessible and navigable.

Hub content is conversational and helps audiences engage, understand asset context and capability, and have a dialog.

Hero content is the big story of the asset, the purpose, vision and human outcomes it will provide.

We need all three kinds of content for the assets we’re working with — whether they’re transport, buildings, cultural or city-scale — so that funders, sponsors, leaders and importantly community best appreciate the role of the asset, and trust that it will deliver the desired outcomes.

Get in touch if you’d like to discuss how we might best tell the story of your cities, transport and built environment assets.