Purpose:

To update where Editorial is in 2022 and where it’s going over the next 18-24 months, as we look at building on our base, launching the product, and expanding both products and markets.

Note that this document does not replace Levels Content Strategy - January 2021, which remains the foundation of Levels editorial strategy. This document is meant as an update to the tactical priorities and strategic concerns for 2022.

Loom:

https://www.loom.com/share/a7388c813b7e4d96ade216a31842b25a

Related documents:

Levels Content Strategy - January 2021

Draft version of this:

[DRAFT]: Levels Content Strategy Update – (February 2022)

[contains comments from Ben, Sam & Casey on first review]

🔍 tl;dr:

<aside> 💡 The mission and purpose of Editorial at Levels has not changed: To actively spread the message that (1) metabolic health is a thing, (2) it matters, and (3) you can do something about it.

</aside>

Editorial’s role in the company is education. Full stop. We are currently the largest repository of deeply reported, evidence-driven content about metabolic health online. We will continue to lean into that position. We are not here to sell things.

The three big picture priorities that we will build on top of that are:

• Leveraging our infrastructure to produce more content about the company (today called Everyone On Content) and content about the product (today mostly done in Member Stories)—with the same rigorous, intellectually honest, and non-marketing-driven focus as the educational stuff.
• Scaling both education content production (type, frequency) and distribution (social, email, SEO). More content reaching more people will only fuel our mission.
• Getting better at what we do. Our content is good, especially compared to most companies or SEO-driven content. But it’s not great, especially compared to proper editorial content. We can improve packaging, storytelling, and reporting all around; this will increase engagement.

<aside> 💡 A note about terminology: Editorial: Refers to both the department led by Haney that produces educational content and the educational content itself Content: Any information produced for consumption by other people. This can include growth-focused social posts, Editorial, partner videos, or Dr. Casey’s Instagram.

</aside>