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Brooks Content Strategy Overview

Published on Nov 18, 2015

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PRESENTATION OUTLINE

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Photo by Nicola since 1972
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Hero Headline

  • Hero visual showcasing month's theme
  • Use imagery to ground in running/brand
  • Click for Letter from Editor, content links
  • Not evergreen
  • Global
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Feature

  • Hero visual format
  • Showcase compelling content
  • 1 inform + 1 inspire each month
  • Rotate through departments 
  • Alternate weekly or dynamically
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Inform Content

Photo by chiaralily
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Inspire Content

Photo by Archbob
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In Context

Photo by Darwin Bell
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Goals

  • Draw organic traffic
  • Encourage return visits
  • Drive ecommerce creatively
  • Streamline content creation
  • Delight runners
Photo by antonychammond
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January - New Year

Sample Layout
Photo by Sisto Nikon - CLICKALPS PHOTOGRAPHER
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Key Elements

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Content Departments

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Fixed Departments

  • Product Spotlight
  • Train
  • Wear
  • Miles of Smiles
  • Raves & Faves
Photo by Bert Kaufmann
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Rotating Departments

Inform: Info, Tech, Fuel
Inspire: Meet, Explore, Running Culture (Read/Watch/Listen)

Photo by TheEverlastingFallout
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Localization

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Localized Departments

  • Fuel
  • Explore
  • Running Culture
Photo by Free Grunge Textures - www.freestock.ca
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Ecommerce

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Ecommerce-Focused Departments

  • Product Spotlight
  • Wear
  • Tech
Photo by lovelihood
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Evergreen Content

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Content Strategy Overview

Brooks Website
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Monthly Themes

  • Evergreen
  • Conceptual; creatively inspiring
  • Inclusive (global; gender-neutral)
  • Take cues from seasons
  • Not consumer-facing
Photo by joyosity
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Winter Themes

  • December - Motivation
  • January - New Year
  • February - Love & Friendship
Photo by Zach Dischner
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Spring Themes

  • March - Happiness
  • April - Earth & Environment
  • May - Health & Fitness
Photo by Carol Browne
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Summer Themes

  • June - Summer Fun
  • July - Travel
  • August - Community
Photo by Thomas Tolkien
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Fall Themes

  • September - Great Outdoors
  • October - Innovation
  • November - Heritage
Photo by mehul.antani
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Hero Headlines

  • Spark creative process
  • Broad inspiration for content & imagery
  • Expressed via visual + letter from editor
  • Consumer-facing
  • Shelf life: One month
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Sample Hero Headlines

  • January - Starting Line
  • June - Run the Rainbow
  • August - Running from 9 to 99
  • September - Hit the Trail
  • October - Lighter, Faster, Stronger
Photo by JohnnyLightning
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Departments

  • Provide structure, rhythm, balance
  • Evergreen; fixed + rotating
  • Consumer-facing with light touch
  • Mix of inform + inspire
  • Incorporate ecommerce creatively
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Content

  • One-off features + structured formats
  • Draw from internal & external expertise
  • Engage community wherever possible
  • Overtly runner-relevant
  • Mostly evergreen
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Examples

Photo by zbigphotography (1M+ views)
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