3. Content: The Vehicle for Connection
Content is the substance of the strategy. It’s everything your audience sees, hears, reads, clicks or experiences. This component focuses on creating or curating material that operates in the sweet spot, where the audience’s felt needs overlap with what the ministry has to offer. Effective content is structured as a journey, guiding the user from a hook that grabs attention, through a message that provides value, to a clear call to action (CTA).
Without a clear call to action, you miss an opportunity for connection.
Content must be audience-centric. Whether it’s a video, an article, a social media post or even a title or a caption, the content must use a consistent Voice and Tone that both represents Jesus and resonates with the audience.
The voice of Campus Crusade for Christ International is clear, unifying, passionate and empowering. The tone of Campus Crusade changes based on the situation, audience and message. Tone is how we empathize with our audience. Regardless of the circumstances, we are welcoming, confident and wise in how we speak with others, offline and online.
For example, we avoid insider Christian jargon and organizational terms that might alienate someone without a Christian background or familiarity with the organization. And we write in simple language, defining more advanced terms.
By creating a plan for your content before building the user journey, creators ensure the journey remains focused on the goal they defined in step two.