CONTENT

Written and visual,
For print and digital.

What is content? What does it say? What does it look like? Who creates it? What type works best, and where? When and how is content used in an overall content marketing strategy?

“Content is usually a combination of text and imagery used to express a message. Content can be delivered in different ways across different platforms, and should be tailored to who a brand is, as well as who their audience is, in the best way to achieve the desired action.

Content could be a photo, a video, an email, a web ad, a billboard, a poster, a price list, a menu, a garment tag, a candy wrapper, a shoe box, a store sign, a song or sound clip, a business card, a powerpoint presentation, a social media post…”

– Hayley Bendzik on content marketing

Now introducing you to YYC3 team members Raquel Jeung and Natalie McKay to answer 3 questions about their roles at YYC3 related to content marketing…

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Q: In one sentence, what does content mean to you?

Raquel: Content is creating information and experiences for the end-user or audience.

Natalie: Conveying a message in an interesting, effective, and simple manner.

Q: What is your role in creating content at YYC3?

Raquel: As YYC3’s Information Design Lead I combine my passions for design, videography, information architecture, marketing, and storytelling into content that represents our clients and spreads their message. As part of our process we always solidify brand standards and key messaging with our clients at the beginning of every project. These standards guide the content I create… whether it’s digital or print design, filming and editing a video, or creating graphic designs. It’s important to work closely with clients to deliver engaging content that’s on brand.

I also work with Natalie who coordinates the content on different platforms from websites, Facebook ads, and Instagram stories to ensure the content is optimized for every placement. Sometimes that means dividing a text-heavy infographic into Instagram swipes, or scaling down text to fit the 20% paid ads rule. Sometimes it means creating a 20 second video for a Facebook cover rather than a banner image.

Together, Hayley and I consciously look for creative new ways to take our content to the next level. Weekly meetings are scheduled to share content we like, new ideas we have, new apps to check out, and how our Instagram can become next level.

Natalie: As YYC3’s content coordinator, I manage the content calendars for each client which means I am responsible for filling their calendars with content related to current events, current promotions, and upcoming holidays that matches their brand strategy and marketing message. We typically plan calendars one month in advance and if I pull from our asset library to create the calendar, but if I need something specific to fill a certain placement or deliver a specific message I pitch my ideas to Hayley who oversees all operation and then we share the approved concepts or open the floor to the rest of the team and make a plan to execute, which often involves Raquel’s graphic design work or videography!

Since I am on client accounts every day engaging with their audiences, as well as responsible for logging monthly analytics metrics, I can also provide insights about what content performed best and what content seems to be growing in popularity amongst target audiences in our team “pow wows”. I believe I am responsible for sharing my ideas with the rest of the team to help guide the overall content strategy from a daily perspective that fits into a big picture strategy, as Hayley’s role is guiding content from the big picture down to me daily. With Raquel trained in information design and a master of the Adobe suite, we all offer unique perspectives that make our content deliverables so high-quality.

Q: What do you like most about creating content at YYC3?

Raquel: The variety of work that is practiced within a marketing consultancy is exactly the type of creative environment I thrive in. I enjoy creating everything from price lists for lumber products to video courses for paramedical tattooing, and everything in between!

Helping both worldwide like Moover, and local businesses here in Calgary with their marketing provides amazing opportunities to collaborate, learn, and grow. Not to mention working with a strong and efficient team that is always wanting to be better with each and every content piece we make!

Currently, I am excited to be working on a logo project for a Comic book and toy shop with the main theme being Star Wars! (Yes, this is right up my alley).

What I’m most excited about is working on the YYC3 Instagram feed. New ideas and concepts are coming into fruition every single day – I hope our feed brings you some helpful marketing tips, a look into our daily inspirations, and what YYC3 services can mean for your business!

Natalie: I love my team and our working dynamic! Hayley and Raquel have a large range of skills and talents that I’m constantly learning from. I feel comfortable asking them loads of questions so I can continue to grow and excel in my role. I am constantly challenged every day, and it makes me excited to think about how much I have learned since joining the team. I have learned how to better prioritize tasks in a dynamic environment, for example, how to deal with last minute client updates or needs when they want something to go out right away – how I work with the team to create the new content, where I post the content, and how future content may need to adapt to accommodate the change.

I am also working really hard on how to convey marketing messages in simpler terms, particularly in writing captions. Turns out, I tend to ramble, so Hayley has shifted my thinking how to “grab someone’s attention in a scroll” and in the first 5 words of a sentence. While it’s important to tell a story and set a scene, it’s also important to remove “fluff” and only keep the words that matter. If the sentence still makes sense and you can get the point across without a word being there… that word doesn’t need to be there. Improving daily and seeing fewer edits in my work, as well as bringing new ideas to the team that get used are what I love most!

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