Building a media library for a global audience
Company Virgin Pulse
Team Product Lead, Content Operations team, UX Designer, UX Researcher, Engineering team, Editor, Content Writer, In-house production team, External production team
Role Content Strategist
Challenge
Create a globally resonant media library quickly
I led the content strategy for a new media library product. Our media content needed to differentiate us from our competitors offering similar health and wellness content while meeting the needs of a global and diverse audience, including translations for many languages.
A significant challenge was expanding our globalisation and translation processes for media content quickly. We did not have a content management system or a video hosting solution.
Solution
Build for inclusion, globalisation, and translation from the start
We took a thoughtful, proactive approach to content creation that considered inclusion, globalisation, and translation from the beginning to meet the needs of our diverse customer base. This was also critical to avoid costly post-production changes.
I created guidelines for media content creation e.g. no images or graphics displayed in the lower third of the screen, no graphics with words as images, and sufficient pauses in scripts for longer translations. Having a clear strategy and roadmap for content creation helped us define a consistent process for scriptwriting, content production, and translation.
What I’m most proud of
Creating body-positive fitness content for everyone
Online fitness content can be exclusive, ableist, and often use punitive language. We wanted to create fitness content for people of all abilities and inspire a more joyful, body-positive focus on activity that was more in line with our brand values and tone of voice.
Chair-based and beginner workouts and progression and regression exercises were baked into the content strategy. When working with external production partners, I acted as a brand guardian and developed guidelines for using inclusive, body-positive, and enjoyment-focused language (view 1FitLife case study).