January 23, 2021
listen to audiocase
Yes... In our blacksmith's house, the skewer is not made of wood. Well, we try to make it not so, right?
Speak up, guys! How are you?
Here who speaks is Leo Chiodi, also better known as Leo da Ensaio for those who follow our News. Even if you don't follow, I'll leave the link here for you to follow. Worth it. I promise!
Today, we are going to talk about how we, at Ensaio, did to create a humanized communication that results in a community engaged in conversation. Let's go there?
When we started our more structured work with content at Essay, towards the end of 2019, more or less, we saw the need to do something new, really. From strategic definitions to tactical conceptions and execution.
Yes. It had to be something that had to do with the culture of the Essay. So nothing more correct than using the Design approach, right?
This process that we used has everything to do with Brand Thinking, that new concept that we have already introduced to you at Peak #01 of this magazine, the Deepening of this Edition . If you haven't read it yet, I recommend that you go back a little and read it to give us a conceptual look at what we're going to deal with in the next few minutes. But if you don't want to read it, that's fine. There's no problem, you can keep listening to us here.
Our team started all this work by running a Design Sprint to build, in the most empathetic way possible, our content strategy. If you don't know, Design Sprint is a method developed by Google, which we even run in the Consultories of Ensaio (remembering that, above all, we are an Innovation Laboratory ).
It took 3 days of applying the method's tools to reach a complete consumer journey that helped us define which tactics we would prioritize and which we would de-prioritize.
Based on that, we designed a Brand Voice for Ensaio, which is a complete document that describes our tone of voice in all the content we produce. From a simple blog title to our entire website and all the channels we're on. All this follows a line of language that is described in this document which is the Brand Voice .
After we managed to define and draw all this, we fell to the Roadmap. Separating for each channel, we described each of the steps that would be essential for everything to be executed, published and monitored, of course. This is a very important process for you to be able to organize and plan over the weeks. So you can allocate the right hours for each of the tasks. It's really a list of tasks and steps from designing a vehicle to publishing and tracking data.
After we started publishing our first content so far, the empathic process is not over. We must continue with it in tune with the personas traced so that we have the ideal proximity to our audience to the point of getting direct and constant feedback. It is not uncommon for you to see us select some people - you may have already been one of them - from our audience to answer some questions and make suggestions...
This is extremely important to us because, in addition to an analysis of results and data (which everyone should do), these interviews help us create a cycle of constant experimentation that allows us to create hypotheses for experiments that help us improve every detail. of what we produce.
A lot of people even ask, "How do you manage to do all this with a relatively small team?"
The answer is simple, but its execution is relatively complex: we have a lot of help from SCRUM to get organized (I'm a big SCRUM fan), and with that we manage to organize ourselves to air so much content and generate so many conversations.
And all of this led us to something we are very proud of: building a community. We hear this term a lot these days, as it's something brands are looking for a lot - for reasons I've already explained to you at Pico #01 .
And that's the ultimate goal of our Content Tribe: to lead a conversation about positive impact innovation. Today we have an audience of around 800 people who frequently follow our content and a community of 60 people who constantly interact with our content, exchanging experiences with our audience, feedback and continuous feedback to improve, week by week, everything what we do.
Yes, I know that for the reality of your company it may seem like a small number. But for us it is very important and has brought very satisfactory results. That's if you take into account that we reached it in about a year, with a relatively niche audience.
If you have any questions or tips, you can talk to me .
I hope that what we brought has served you in some way.
That's it, guys. Until next time and... We're together!