During my time as the Content Strategist for Hypertherm Associates, my responsibilities were somewhat fluid. One day I’d be leading global campaign strategy meetings. The next day, performing content audits for routine collateral updates. And so forth.
Occasionally, I had a chance to really get outside of the normal groove of the role and work on something unique.This project, which I collaborated on with Natalie Adams, product marketing manager for Robotmaster, was one of those.
During a conversation regarding another Robotmaster project, the idea came up to create something almost like a children’s book, that would communicate the features and benefits of Robotmaster’s offline programming (OLP) software from the robot’s perspective.
We worked up an outline of the key points of the story, and I reworked a draft from the product team into its final structure and content. Then, working with one one of our best designers, I provided some art direction for illustrations of each of the major points. The idea was that each of these points, posed in the structure of problem/solution, could be serialized for social media to get some real mileage out of the overall story.
Here’s the result — a compelling narrative that cleverly conveys the features and benefits of Robotmaster’s advanced offline programming software.
