Content Model
A content model designed to move planning away from one-off production and toward a more structured, reusable, and strategically aligned system.
This project focused on improving how content was planned, created, and reused within World Vision Canada. Instead of treating each request as a standalone asset, the work proposed a clearer model for developing core content, extending it across channels, and aligning decisions to audience needs, organizational priorities, and search visibility.
MY ROLE
Led the strategic framing of the content model and helped define how content could be structured, prioritized, and extended more consistently across teams.
CHALLENGE
Content planning was reactive, making reuse, consistency, and shared decision-making harder. The challenge was to add structure without making the process rigid.
APPROACH
I helped shape a model that separated core content from channel rollout, with clearer themes, planning, and reuse built in.
OUTCOME
The result was a clearer structure for planning and extending content, with better consistency and stronger alignment across teams.
In our current state, content is mostly developed in a reactionary fashion. Significant resources are invested in the development of content for one purpose/objective/channel. Whenever possible, we endeavour to repurpose content but a significant organizational culture shift is required to gain meaningful traction on scalable content optimization
Content Flow
In our current state, content development resources are spent in excess. Subjectivity is a consistent contributing factor. Increasing objectivity is a common challenge within the creative industry where subject matter experts are leveraged to interpret abstract ideas and develop innovative solutions.
How should we speak about subjective topics like creativity to promote objectivity?
Content Development
“Always On” Content Model
Develop an “always on” content model.
Content development is planned based on the outcome of annual objective setting, organizational themes, and optimized resource gathering/curating opportunities.
Content is then disseminated according to plans and articulated by a narrative-driven omni-channel or cross-channel content strategy.
Development is highly curated to maximize effectiveness and efficiency.
Scalable Content Development
Scale our content development team to meet demand while maximizing quality, efficiency, and budget.
This model focuses our in-house content development resources on the highest value work while leveraging our content development bench strength for economical execution of channel-specific rollout.
CONTEXT / OVERVIEW
This work sat within a broader need for more organized content planning at World Vision Canada. Instead of treating content creation as a series of isolated requests, the project reframed it as a more intentional structure tied to audience needs, organizational priorities, and reuse across channels.
KEY DECISIONS / STRATEGIC NOTES
Separate core content development from channel rollout.
Build around reusable themes instead of isolated requests.
Create a structure that helps teams plan, adapt, and align more objectively.
Shifted content planning from reactive requests toward a more intentional model.
Built a structure that supports reuse, consistency, and better internal alignment.
Framed content as a scalable system rather than a series of one-off assets.
Need help turning scattered content into a clearer planning system? Let’s talk.