Content Strategy Video from IKEA

Great video example.

Those IKEA folks know what they’re doing. They know who’s boss in the household—you got it—you’re little cherished ones.
If you judge this content against Prof Lavine’s “golden rules” let’s see what we got:

• Content Strategy tells people what they want and need to know in ways that are credible, trustworthy and transparent.


• Content strategy is crafted to help a target audience be better informed and smarter.


• In contrast, Content Marketing is explicitly crafted to drive specific, profitable customer action.

The standout requirement for me—that is lacking here—is “did it help make the target audience better informed and smarter.” The little ones had a great time but didn’t learn much. What am I missing?