I believe that all organisations need a content strategy, whether they are for profit or not. A content strategy helps you to achieve both business goals and user needs in a cohesive, collaborative way. So many orgs put their content out there at the wrong place, or at the wrong time, or worst of all – to the wrong people. Get any of these wrong, your org objective will suffer. I use the word org instead of business, because not-for-profit orgs need content strategy too in order to meet their objectives.

Content strategy means getting the right content, to the right people, in the right place, at the right time. – Kristina Halvorson, author of Content Strategy for the Web

I’ll use an easy example. If WWF’s strategy is to use its content to persuade more young working adults to take action against plastic waste, it might be a wrong move to reach them through print newspaper since many young adults are predominantly consuming media via digital channels. The key here is understanding your target audience deeply.

To help orgs achieve this, I first help them conduct foundational research, or problem space research which delivers a mental model diagram at the end of the process. The mental model diagram approach is created by Indi Young, a renowned freelance researcher, coach and co-founder of Adaptive Path.

Recently, I had the honour of conducting problem space research for MABECS Global, a new subsidiary of MABECS, which would now expand its wings to include study destinations such as Australia, New Zealand, North America, Canada and Switzerland.

After the research was conducted, it was time to use the mental model diagrams to create opportunity maps, i.e. create possible solutions to support the purposes of MABECS Global’s audience. 

Through a two-day workshop using the Double Diamond Design Framework, I facilitated discussions and brainstorming sessions among the MABECS consultants to help them Discover and then Define their next steps. At the moment, in smaller group conversations, the team is in the process of Develop and then Deliver.



By the end of the second workshop, we managed to create a core content strategy statement which the team will anchor on for its content strategy and development later. Overall, the team found the exercises useful and beneficial.

“Thoroughly enjoyed today’s session and I thought it was a great team building exercise too!” – Jennifer Chang, Marketing Manager at MABECS


Facilitated by Pei Ling