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  • July 15, 2024

Do you approach content creation as if it’s Play-Doh? Or do you take the Lego approach?

There’s never been a greater demand for content, wherever and whenever people care to engage with it. What marketers need to think about is how to consistently deliver valuable, engaging content without getting burned out.

IKEA’s principal content strategist Timi Stoop-Alcala has a structural blueprint for repurposing content, leveling up how we think about omnichannel, and crafting human-centric content that captivates and converts.  

Content structure is often more critical than the content itself. That’s why you need to think content first: How can you design content that is important for your audience? It’s important that you’re creating something that will elevate people to greater heights. We think of content as one of the best ways you can reach your audience and make a difference in their lives.

Timi Stoop-Alcala, Principal Content Strategist at IKEA

In this episode, Timi gets modular on the meaning of modelling content and why it’s so critical for effective marketing and content strategies.

About Timi Stoop-Alcala

Principal Content Strategist heading up the global experience and content strategy for IKEA, the multinational Swedish furniture company. Based out of Amsterdam, Timi’s been in content marketing and brand strategy for over 25 years — helping a ton of companies grow their brand and business through thoughtful connections with their customers.

What’s the best way to think about supercharging your content? You can find the answer in a bucket of Legos. And not Play-Doh.

Think of a food recipe — it comes with an ingredient list, describes a clear method and promises a predictable outcome. “Structure actually helps liberate content from less important concerns, so creators can focus on creating content,” Timi highlights. 

Play-Doh has no structure, and the endless possibilities can paralyze a content creator. Lego, meanwhile, has a very basic structure but can be reconfigured into different combinations. To see content modeling and content structure as more like Lego and less like Play-Doh means that marketers can consistently repurpose valuable content as much as they need to connect with their audiences.

On the podcast, Timi explains why human-centricity is a value near and dear to IKEA and her own content and marketing strategy. Content starts and ends with the audiences who engage with it. While you can’t control where it ends up, you can control its structure from the get-go and use an omni-channel approach to ensure each piece of content hits most effectively where it needs to.

What you will learn:

  • The human-centric truth about good marketing 
  • Why Lego provides the best blueprint for structuring your content
  • How food recipes help you model content effectively

Why you should care:

  • Marketing is all about making a connection with people
  • Structured content opens up more possibilities for unlimited creativity
  • Building a vision for your content is the first step

We have wrapped Season 2, but stay tuned for more exciting topics and insights in Season 3. Thank you for joining us on this journey, and we look forward to bringing you more valuable content in the future.

Until next time, keep supercharging your marketing efforts!


This episode of the Supercharge Marketing podcast is available to listen to on all main streaming platforms including SpotifyApple PodcastsGoogle PodcastsAmazon Music and more. Listen here.

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