Ensuring user satisfaction by creating a content guide

Problem

‍SJW lacked a cohesive and consistent voice across their online platforms, leading to confusion for potential users and a missed opportunity to fully communicate their unique value proposition.

Solution‍

Since I had significant experience creating and working with content guides as editor in chief of Keyboard magazine and as a content designer with Adobe, I set out to develop a comprehensive content guide that defined SJW’s brand voice, outlined content creation strategies for various platforms, and established clear guidelines for all stakeholders involved in content creation.

Results

• Increased brand consistency: SJW's online presence now reflects a unified and professional voice, improving user experience and brand recognition.
• Improved content quality: The content guide provides a clear framework for creating engaging and informative content, attracting a more targeted audience.
• Streamlined content creation: The guide empowers different teams and individuals to confidently create content that aligns with SJW's overall marketing goals.
• Increased staff capacity: Phone inquiries have dropped to nearly zero.
• Increased sales: Enrollment is up by 10% compared to enrollment at this time in 2023.

Process

1. Research & discovery

• Analyzed existing website content, social media posts, and marketing materials.
• Conducted interviews with key stakeholders, including faculty, staff, and users.
• Researched best practices in content marketing for music education programs.

2. Content strategy development

• Defined SJW's brand voice as passionate, conversational, inclusive, and user-centric.
• Identified target personas and tailored content strategies for each (e.g., prospective students, decision makers, influencers, ticket buyers, ).
• Established content formats and channels (e.g., blog posts, social media posts, email newsletters, alumni interviews).
• Created a content calendar with suggested topics and publishing schedule.

3. Content style guide

• Defined brand voice and tone guidelines for written content.
• Established visual style guidelines for images and videos.
• Provided specific instructions for formatting, citation, and SEO optimization.
• Iterated and refined content using AI, primarily Bard, now Gemini.

4. Implementation & training

• Presented the content guide to SJW staff.
• Offered training sessions on content creation best practices and style guidelines

Instructional Design Lens

The content guide itself was designed as a training curriculum, not just a reference document — staff needed to internalize a new way of working, not just look up rules when stuck.

• Built the guide around personas the same way a course is built around learners — prospective students, decision makers, influencers, and ticket buyers each got tailored guidance rather than one-size-fits-all instruction.
• Sequenced the guide from principles (brand voice, tone) to application (formatting, citation, SEO), so staff learned the "why" before the "how" — the same progression a good course uses to build transfer, not just short-term compliance.
• Followed documentation with live training sessions, treating the guide as a starting point for practice rather than a one-time handoff.

Conclusion

By developing a comprehensive Content Guide, Stanford Jazz Workshop has taken a significant step towards strengthening its online presence and effectively communicating its value proposition to potential users — with measurable revenue results. The guide will serve as a roadmap for future content creation, ensuring consistency and effectiveness in attracting and engaging the SJW community.

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