What an Oreo can Teach You About Content Strategy


There’s already so much to read about the importance of developing good content strategy that writing another post about it seems like walking into an echo-chamber. We keep bringing it up, though, because it’s the number one thing you must do right now if you want to provide the best customer experience you’re capable of offering.

Content strategy is not only about good documentation, smart product placement, a busy blog, or an engaging Twitter account. It’s about all those things. Are you agile enough across multi-channel customer support avenues to respond quickly when surprises crop up in your industry?

Whether you watched Super Bowl XLVII or not, you’ve no doubt heard about the two biggest one-off stories of the night. The Superdome power failure and the fascinatingly delightful response by the people behind the scenes at Oreo.

Minutes after the blackout, 360i, the marketing firm behind the cookie company’s incredibly successful social media campaign, tweeted this gem. Here’s how they¬†pulled it together so quickly:

“We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.”

Well, played, 360i. Well played.

Is your content that adaptable? Do you have you what you need in place to respond to unpredictable situations during your industry’s version of The Big Game? If not, you need to be proactively thinking about how your product documentation and authoritative content can be called up at a moment’s notice, before people need it.

You may never have the chance to unexpectedly solidify your place in an industry in front of millions people but that’s no reason you shouldn’t make sure your content strategy isn’t every bit as pulled together as Oreo’s. The foundation of your strategy should be rooted in product documentation, followed by well-crafted authoritative content. Then you’ll be in a perfect position to respond rapidly to whatever opportunity presents itself.

A smart content strategy doesn’t rely solely on keeping a robust set of FAQs and blog links at the ready, then stuffing it into a digital drawer on your website. No, it also requires foresight, planning, and consideration about how you’ll use your content in unexpected ways. Do a little high-level thinking, give people authority to pull the trigger quickly¬†when opportunities crop up, and even plan out some what-if scenarios. In short, once you have the content, don’t be afraid to use it!

Image: mihoda