Week 5 covered content strategy which is the strategy a brand would use to present its content using a strategy.

A example covered in class was car brands comparing a BMW to a Mini, which are both owned by the same overall brand but targeted at a completely different audience. For example a BMW is a luxury brand advertising speed and precision where a mini is for a fun audience.

The layout of the content of the BMW lists the main models but showing the most recent first then when selected it allows the user to see older years of that model. This is a smart way to save space but keeping linked content relevant. There is strategy on how the content is displayed.

The BMW site itself uses lots of dark striking imagery to present their cars as a luxury product. Even the text/titles fall back into this such as ‘CREATE A SCENE’, ‘SUPERIOR CHARACTER’ and THE M3 SERIES. This imagery also contrasts nicely against the white pages with black text making it stand out even more.

When investigating the BMW site, something I found which I thought was really cool was the option to design and preview your car for example changing the body colour and entiror. I think this is a great to display content visually rather than just listing what you can choose from.

This falls into the needs of the customer, a BMW customer wants a smart, flashy powerful car where someone else may want something simple to drive with fun features such as customization.