How do you corral a room full of engineers to extract ideas for a convincing communication plan that speaks to non-engineers?
That was the premise to “Conducting a content strategy workshop: Customer expectations, role of the agency,” an event by Toulouse Content Strategy Meetup. The EACC Southwest digital task force sponsored the event held on September 15 at Nova Mêlée in Toulouse. Alex McCardell, of WS Interactive, a Toulouse-based web agency, led the presentation.
The event showcased the value of a solid content strategy, backed by outstanding collaboration between WS Interactive and the client, PMV Groupe. The project involved revamping PMV Groupe’s website and donning it with a strong, streamlined message that represents the company’s specialties: aircraft modifications, system development, certification and CVR analysis.
Morgane Sperazza, PMV Groupe‘s marketing and communications manager, was the featured speaker. She played a crucial role in the collaboration. Sperazza explained to a captivated audience of communications professionals how she and WS Interactive set up a content strategy workshop, which involved professionals of multiple disciplines, including many engineers.
“This was a rare moment in our industry where we, as a web agency, can get direct feedback from clients,” said McCardell.
Sperazza spoke about the anticipation and preparation of the workshop, followed by the in-depth work on personas and user journeys.
In between, McCardell presented the agency’s role and the three-step process in optimizing the workshop:
- Establish the project objectives in relation to the user (target), using a market segment approach
- Define your target with personas and user journeys
- Optimize the interface and ergonomics through structured content and SEO
Both Sperazza and McCardell discussed how content templates facilitated the work of content providers. Content strategy workshops have proven to be an invaluable tool for launching a digital strategy for any company.
The event was in French. However, the project’s end-result was in English, for PMV Groupe’s clients, revealing a crisp, clear site. The first words on the home page read: “Airworthiness. Reliableness. Engineerness…Aerospace customer-oriented solutions, on cost, on time.”
The EACC’s digital task force will conduct regular events and webinars. Join EACC today and connect with the business community in southwest France, Europe and across the Atlantic.