Category: Content Strategy & SEO

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A recent addition to the Mitsubishi Motors UK site is a set of pages designed to introduce a visitor to a type of car, likely people who have heard or read the word ‘suv’.

As such it was essential to make this highly readable, to feel conversational in the right kind of way as though someone you know is explaining it to you in plain English.

These pieces of content designed to educate need to have a feeling of narrative, so that they flow logically and take you through the subject in a way that hangs together. It’s easy to overload on facts, figures of terminology (a common occurance in the jargon laden world of automotive) and there’s a place for lists of key features, but these kinds of pages aren’t it.

The interesting part to work out is how best to weave the product narrative into one that starts deliberately brand-agnostic.

I find it best to talk about the subject in the words and let the imagery to do the brand building.

While I’m not a car person (I think we need to come up with an alternative to private car ownership) but I do like working with car photography. A lot of it passes you buy without you taking much notice but I love an image that conveys motion and drama for Mitsubishi work, as the cars are built to do a bit of dirty work and give you moment like this.

Take a look at the SUV Guide on the Mitsubishi Motors UK website.

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I recently completed work on a Guide to Hybrid Cars ,which was a really interesting piece to write, and one that rode the line between objective, informational content and promoting a key product for Mitsubishi Motors.

Some research into search behaviour identifiied that a key growth area in the past few years has been in searches around hybrid cars. Despite having been around for over 20 years now, a lot of people are still asking fairly basic questions about what a hybrid is and the various types available.

I broke the subject down into a logical set of categories:

• What is a hybrid and what are the different types?
• Environmental benefits of hybrids
• Cost saving benefits
• What hybrids are like to drive

I used a mixture of photography and illustrations to bring some of the messages to life, including this illustration comparing the relative electric ranges of the different types of hybrid:

This filled an important role and targetted a growing group of car buyers more and more concerned with the environment.

With transport accounting for a large proportion UK CO2 emissions, it’s essential that we embrace the push to greener transportation and the future of private car ownership is the most obvious place where we’re staggeringly inefficient, with most people’s cars sitting ideal 90 – 95% of the time.