Natasha Jen, a designer at Pentagram, had a problem that directly related to enterprise content marketing. She and her small team of four designers were tasked with creating an identity for the US Pavilion at the Venice Architecture Biennale that covered a 100-year history and consisted of 1,000 unique pieces of content.
The following screenshot sums up her reaction:
She realized she would have to divide the task of creating all this content among the 30 MIT architectural fellows who worked at the Pavilion. However, none of the students were graphic designers. How could they be expected to do the complex and important work of creating a graphic identity?
The solution she came up with was a branded style guide that emphasized a set of simple guidelines and constraints that allowed even a nonspecialist to produce consistent work of acceptable quality.
WHAT DOES THIS HAVE TO DO WITH ENTERPRISE CONTENT STRATEGY?
Natasha Jen’s style guide, and the line of thinking behind it, can serve as an enlightening model when tackling two major issues facing content marketing for enterprises: inconsistency and understaffing. Global content marketing presents a unique challenge because it must communicate the central brand message while also remaining culturally relevant and appropriate.
How a Style Guide Can Help You Overcome Enterprise Content Marketing Challenges
