Case study 1: Matching angle with user story

Archery is a sport in which it’s difficult to visualise the minute actions that make the sport so precise, so critical and so physically and mentally demanding.

A lot of the content that World Archery creates is designed to break down the barrier between the audience and their understanding of the sport. That ranges from demonstrating the relative size of the target to the athlete – which is severely misrepresented in broadcast of competition – to finding accessible comparisons between archery and everyday life.

Some of this content is more successful than others.

It works best when this content is packaged behind an angle that not only adds interest and value, but makes the subject matter reusable.

For example, writing five articles that compare object to the size of the target would be repetitive.

But finding five angles for articles that include comparisons for the size of the target reuses the same subject, reinforcing the important messaging and adding value to the content.

  • User story: As a casual fan I should understand the principle of repetition in archery so that I can appreciate athletes in competition
  • Angle: A world number one has a very visual tick to his routine

Kim Woojin, one of the best archers in history, touches his glasses before he shoots every arrow.

In reality, it’s not physically an essential part of his technique – but the fact he has made it part of his routine speaks volumes about how important performing identically each time is in the sport of archery.

The angle of the video is something quirky, unique and interesting, at least to the audience of casual archery fans at which it is directed. The subject of repetition and consistency is hidden inside.