A case study with Nancy Felicelli, Communications Manager at AirBusiness Academy, and WS Interactive on using a Content Strategy approach during the remake of the AirBusiness Academy website in 2013 (www.airbusiness-academy.com). Thank you to Nancy for her contribution and her work with us in the website creation process. Thank you as well to the American Chamber of Commerce in Toulouse for sponsoring this presentation.

1. AlexM
cCardell
www.ws-interactive.com
Content Strategy
Develop your web presence
M
arch2014
With Nancy Felicelli
Communication Manager
AirBusiness Academy

2. content strategy
What was ABA’s brief
The current AirBusiness Academy website exists since 2006. The principal goal of
our website is to promote our offer of services. The website serves as a
communication support platform to learn about our training programs, our
services, and our faculty members. The site allows users to either register directly
to our inter-entreprise « open » training programs or to ask for a specialized class
adapted to their particular needs. The site is a means to contact directly ABA for
any information on our services.
!
Over the last few years we have modified some pages and added new elements to
make the website more dynamic. However, we wish to now have a more global
approach concerning all the changes to be made.
WS Interactive
The global context as stated by ABA for the website remake in 2013

3. WS Interactive
content strategy
Objectives
Call to action
Unique value proposition
Target market
Brand traits
Core message
Personas
Defining your content strategy
User journey map
Search engine visibility
Inspiration and competition
Voice and tone
Mobile and social media
Site structure
The story
the practice of planning the content creation, delivery, and governance

4. content strategy
Objectives
Modernise the brand image of AirBusiness Academy
Increase visibility
Improve the user experience and navigation
Increase the number of inscriptions
WS Interactive
Define your objectives for the website

5. content strategy
Call to action
Publish your content:
content must be written, maintained and updated regularly, and
focused on the strategy
Earn visibility:
content must be proven to correspond to user needs
User understanding:
in order for users to move forward toward the expected action
content must be clear and simple to understand.
Call to action:
the call to action in the case of ABA is registration to an open
course, or contact for more information on a customized course.
The expected user path evolves around four key attributes
WS Interactive

6. content strategy
Unique Value Proposition
WS Interactive
What one value defines you above the rest
AirBusiness Academy sells learning programs for the aviation and
aerospace industry. They have three general categories :
Aviation Management | Leadership | Operational Management
Our mission is to be a global learning platform to develop knowledge, skills and behaviours
for Airbus and its community of customers, suppliers and partners worldwide.
Our portfolio of services encompasses training development and delivery, consultancy, coaching,
facilitation, auditing and programme management in three management areas.
ABA’s value added lies in three distinct features :
Proximity to Airbus
In-house Faculty
Industry specific

7. content strategy
Target market
Direct target market
Indirect target market
Partners
Employees
...
Who is your audience
WS Interactive
Aviation companies
Airbus suppliers
Financial organizations
Authorities
Airports
Potential partners
Airbus Group

8. content strategy
Brand traits
Emotionally
Professionally
This but not that
...
Define your company qualities
WS Interactive
ABA is not like other learning institutions,
and can express its qualities as follows:
Inspirational but not superficial
Serious but not tense
Professional but not inaccessible
Proud but not pretentious
Fun but not silly
Relaxed, but not playing

9. content strategy
Core message
Guides the content writing
Focuses on the branding
Captivates the audience
Construct your core message
WS Interactive
AirBusiness Academy is in the business of education.We teach aviation and aerospace
executives to become better managers and leaders in order to improve operations and
their company’s financial return.
!
AirBusiness Academy is about people who care and find fulfillment in transferring
knowledge to others.
!
AirBusiness Academy offers an exciting place to work and learn that nurtures an
individual’s well-being. It can be relaxed, even fun, but above all it fosters a creative
environment around an active community who share ideas.

10. content strategy
Personas
A fleet manager, based in Paris, for a European airline. He is in charge of
managing a mix of Airbus and Boeing jets that fly between France, Italy,
Portugal, Spain, Germany, UK, and Ireland. He has an MBA, and has
worked in the aviation industry for 10 years. He started work with an
airport, in charge of logistics. He has a team of 8 assistants who help
organise the fleet management program.
Define profiles who come to your site.
With whom are we conversing
WS Interactive

11. content strategy
User journey map
High Stars ?
Low Cash cows Dogs
High Low
marketgrowth
market share
Your market :
WS Interactive

12. content strategy
User journey map
knowledge
engagement
Inactive
Uninterested
Unaware
Willing
Prospect
Interested
Active prospect
Inactive client
Active Client
advocate
Advocate
User
Question
Inactive
WS Interactive

13. content strategy
Search engine visibility
What are the referencing objectives
What is your actual traffic
What increase in traffic do you expect
On what expressions would you like to position the brand
name
Define the SEO strategy
WS Interactive
Describe briefly the company in 7 words maximum (this is the title of the
home page that will appear in the search engine results pages (SERP).
Write a complete description in 20 words maximum. This description
may appear in the SERPs.

14. content strategy
Search engine visibility
Define the SEO strategy
WS Interactive
Title AirBusiness Academy aviation and aerospace learning centre
Description AirBusiness Academy is an aviation and aerospace learning
centre for Airbus and its community of customers, suppliers and
partners worldwide.
Keywords aviation management training, training school toulouse, aviation
leadership training, aviation, aerospace training programs,
airline management, Airbus school, aviation courses.

15. content strategy
Inspiration and competition
Competition
Indirect industry competitors
Similar structures
Partners
Benchmark different sources:
WS Interactive

16. content strategy
Inspiration and competition
WS Interactive
A Selected Training and Development Institute
!
Our professional training covers all critical areas of the aviation business. Find
training for every step of your career.
!
Voice : keen understanding of the aviation industry (methods and regulations) ;
flexible training courses to meet all budgets and needs.
Structure : Organized by subject areas. Registration with promos.
Competitive advantage : has certification programs.
Other : Has a mobile app for catalogue.

17. content strategy
Voice and tone
What is the personality of your brand
How would your brand speak
How does your brand express itself through content
WS Interactive
The personality of ABA can be defined as a creative teacher. Applying and
understanding the traditions and «rules» while asking students to explore innovative
perspectives on the applied methods. ABA is a passionate teacher. There’s pride in what
we do, based on customer learning. We want them to become advocates, but we must
first convince them that our programs are fully suited to their needs, and if not, we can
customize an offer.
!
There should be an appropriate balance between a professional and industry-related
language and an informal attitude. We want people to feel at home, welcomed, and in a
relaxed environment. But we understand the stakes of each individual’s time and budget
constraints, and the strict industry regulations. We must get to the point quickly. Though
we are not on a cruise ship, we should have a good sense of humor and pleasure.
Describe specific language traits
Give copy examples

18. content strategy
Mobile & social
Layout and functions to meet all platform
needs : desktop, tablet, mobile through a
«responsive» or «adaptive» design.
Linkedin
Twitter
Facebook
Youtube
Create a social media strategy:
WS Interactive

19. content strategy
Site structure
WS Interactive
Prioritize and structure the content
Who owns the content
What are the maintenance requirements
Build the information architecture:

20. content strategy
Site structure
WS Interactive
Build the information architecture
Current Suggested
Primary links
About Us Learning Solutions
Faculty -- Aviation Mgmt
Customised solutions -- Leadership
Open courses -- Operational Mgmt
FAQ Core Knowledge
Services
Insights
-- Grey matter (blog)
Secondary links
About us (with Faculty)
Join our team
News
Omnipresent links
Contact us
Open courses registration

21. content strategy
The story : a UX approach
Do not tell people about features,
tell them about the benefits.
!
Express in a user understood
language and generate an emotional
attachment
WS Interactive

22. content strategy
The story : a UX approach
UX is about putting the user first.This can be applied to your
content.
!
Using a UX approach, the story at ABA is not about how the faculty
loves their job, but about the experience felt by the user because
the faculty loves their job.
!
By focusing on the user benefits in choosing ABA, we can move from
a corporate-speak passive marketing, to more of a UX approach that
puts ABA in the shoes of the customer.
WS Interactive

23. content strategy
The story : a UX approach
Before:
At ABA we love to teach about leadership. Our mission is to help users learn
and acquire skills in order to improve their career and company results.
!
After:
We were to bring in 20 new A320s into a developing market. I needed to grasp
all the logistical and marketing factors to make the program a success.
The ABA learning program ‘Aircraft asset management’ allowed our team to
identify the risks and the impact on our global assets to insure a well executed
plan for entering a volatile market.
!
The goal is to express in user understood language and generate an emotional
attachment.
WS Interactive

24. content strategy
So, what is the result ?
WS Interactive
www.airbusiness-academy.com

25. content strategy
Thank you
WS Interactive
How to reach me:
mail: alex.mccardell@ws-interactive.fr
twitter: @alexmccardell
linkedin: www.linkedin.com/in/alexmccardell
blog: www.alexmccardell.com
WS Interactive: www.ws-interactive.fr