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@scottrocketship
Scott Kubie - HighEdWeb Michigan
Design like a
Content Strategist
#VMT
Hooray, I’m a
content
strategist!
#VMT
#VMT
Now what?
CONTENT

PROBLEM

AVALANCHE!
#VMT
Why […] ?
(x infinity)
I don’t know.
#VMT
#VMT
I don’t
understand.
#VMT
Never delegate
understanding.
- Charles Eames
Clarity is
empowering.
#VMT
#VMT
Stop.
Step back.
Abstract.
#VMT
V M T
TMV
TMV
V M T
VISION MISSION TARGETS
V M T
V M T
VISION MISSION TARGETS
V M T
Business
V M T
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
Organization Project Context
Stop.
Step back.
Abstract.
#VMT
An Interlude:!
5 PROJECTS FROM HELL
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Grilled
Cheese
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Sales
Project
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Technical
Founder
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The We Need
To Be on
Pinterest
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The C-Suite
VISION
Visions are
realized.
Clear visions are
ambitious.
Rework p. 44, 2010
When you don’t know
what you believe,
everything becomes an
argument.
- Jason Fried and David Heinemeie...
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Manifesto
TOOL
WHO needs WHAT
because WHY
Problem Statement
Described by Whitney Hess at MinneWebCon 2012
http://www.slideshare.net/whitn...
VOICE
A voice is
found.
A clear voice is
unique.
As predicted in her closing plenary at the 2013 IA Summit
In 30 years...
!
Every business is
digital.
!
Every business is ...
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
A really good name.
FOCUS ON:
A really good name.
When brainstorming, seek
hyponyms, not just synonyms.
FOCUS ON:
A really good name.
When brainstorming, seek
hyponyms, not just synonyms.
FOCUS ON:
A really good name.
When brainstorming, seek
hyponyms, not just synonyms.
FOCUS ON:
I’m not Mr. Lebowski.
You’re Mr. Lebowski.
I’m the Dude.- Jeff Bridges is The Dude
The Big Lebowski
Elevator Pitch Workshop
TOOL
Theme Audit
TOOL
Select a group of key pages/
documents (10-30) and
highlight common themes in
different colors.
MISSIONMISSION
Missions are
accomplished.
Clear missions
have an end.
There’s nothing
worse than a sharp
image of a fuzzy
concept.
- Ansel Adams, photographer
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Concept Modeling
TOOL
Give the abstract more
substance with a structured
diagram focused on
relationships.
MoSCoW
TECHNIQUE
MoSCoW
TECHNIQUE
Must
Include
MoSCoW
TECHNIQUE
Must
Include
Should
Include
(if it’s easy)
MoSCoW
TECHNIQUE
Must
Include
Should
Include
(if it’s easy)
Could
Include
(if X wasn’t in our
way)
MoSCoW
TECHNIQUE
Must
Include
Should
Include
(if it’s easy)
Could
Include
(if X wasn’t in our
way)
Won’t
Include
(in this ...
Good start: UIE
article on “short
form creative brief”
CREATIVE BRIEFS
TOOL
MESSAGE
A message is
designed.
A clear message
has structure.
People who think well, write
well.
!
Woolly minded people write
woolly memos, woolly letters
and woolly speeches.
- David ...
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Message Architecture
TECHNIQUE
Identify conflicting priorities
and identify important
messages with a cardsorting
workshop.
Message Architecture
TECHNIQUE
CORE + PATHS DIAGRAM
TECHNIQUE
TARGETS
Targets are
chosen.
Clear targets are
specific.
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
PERSONAS
TOOL
It’s 3 a.m. Do you know how
many domains your
organization has registered?
CHANNEL INVENTORY
TOOL
TONE
Tone is
responsive.
Clear tone is
appropriate.
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
EMPATHY MAP
TOOL
THINKING FEELING
HEARING SEEING
DOING
I don’t
understand.
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
That’s all.
Thank you.
#VMT
?Questions?
kubie.co/vmt
#VMT
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
Design like a Content Strategist
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Design like a Content Strategist

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My deck from the opening keynote of HighEdWeb Michigan 2014. More info and print-ready handout available at kubie.co/vmt

This talk introduced VMT, a framework for articulating and/or debugging the purpose behind your products and initiatives. The things we believe, the things we do, and the people we impact shape the way we see the world, the way we think, and the way we speak.

The tools and teachings of content strategy are well-suited to facilitating understanding within product teams. Clarity in each of these areas will empower designers, writers, and business leaders to do their best work.

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Transcript of "Design like a Content Strategist"

  1. 1. @scottrocketship Scott Kubie - HighEdWeb Michigan Design like a Content Strategist #VMT
  2. 2. Hooray, I’m a content strategist! #VMT
  3. 3. #VMT Now what?
  4. 4. CONTENT
 PROBLEM
 AVALANCHE!
  5. 5. #VMT Why […] ? (x infinity)
  6. 6. I don’t know. #VMT
  7. 7. #VMT
  8. 8. I don’t understand. #VMT
  9. 9. Never delegate understanding. - Charles Eames
  10. 10. Clarity is empowering. #VMT
  11. 11. #VMT
  12. 12. Stop. Step back. Abstract. #VMT
  13. 13. V M T
  14. 14. TMV TMV V M T
  15. 15. VISION MISSION TARGETS V M T V M T
  16. 16. VISION MISSION TARGETS V M T Business V M T
  17. 17. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business
  18. 18. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand
  19. 19. VISION MISSION TARGETS VOICE MESSAGE TONE V M T Business Brand Organization Project Context
  20. 20. Stop. Step back. Abstract. #VMT
  21. 21. An Interlude:! 5 PROJECTS FROM HELL #VMT
  22. 22. VISION MISSION TARGETS VOICE MESSAGE TONE
  23. 23. VISION MISSION TARGETS VOICE MESSAGE TONE
  24. 24. VISION MISSION TARGETS VOICE MESSAGE TONE The Grilled Cheese
  25. 25. VISION MISSION TARGETS VOICE MESSAGE TONE
  26. 26. VISION MISSION TARGETS VOICE MESSAGE TONE
  27. 27. VISION MISSION TARGETS VOICE MESSAGE TONE The Sales Project
  28. 28. VISION MISSION TARGETS VOICE MESSAGE TONE
  29. 29. VISION MISSION TARGETS VOICE MESSAGE TONE
  30. 30. VISION MISSION TARGETS VOICE MESSAGE TONE The Technical Founder
  31. 31. VISION MISSION TARGETS VOICE MESSAGE TONE
  32. 32. VISION MISSION TARGETS VOICE MESSAGE TONE
  33. 33. VISION MISSION TARGETS VOICE MESSAGE TONE The We Need To Be on Pinterest
  34. 34. VISION MISSION TARGETS VOICE MESSAGE TONE
  35. 35. VISION MISSION TARGETS VOICE MESSAGE TONE
  36. 36. VISION MISSION TARGETS VOICE MESSAGE TONE The C-Suite
  37. 37. VISION
  38. 38. Visions are realized.
  39. 39. Clear visions are ambitious.
  40. 40. Rework p. 44, 2010 When you don’t know what you believe, everything becomes an argument. - Jason Fried and David Heinemeier Hansson
  41. 41. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  42. 42. Manifesto TOOL
  43. 43. WHO needs WHAT because WHY Problem Statement Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem- putting-purpose-back-into-your-projects TOOL
  44. 44. VOICE
  45. 45. A voice is found.
  46. 46. A clear voice is unique.
  47. 47. As predicted in her closing plenary at the 2013 IA Summit In 30 years... ! Every business is digital. ! Every business is in the user experience business. - Karen McGrane
  48. 48. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  49. 49. A really good name. FOCUS ON:
  50. 50. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  51. 51. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  52. 52. A really good name. When brainstorming, seek hyponyms, not just synonyms. FOCUS ON:
  53. 53. I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.- Jeff Bridges is The Dude The Big Lebowski
  54. 54. Elevator Pitch Workshop TOOL
  55. 55. Theme Audit TOOL Select a group of key pages/ documents (10-30) and highlight common themes in different colors.
  56. 56. MISSIONMISSION
  57. 57. Missions are accomplished.
  58. 58. Clear missions have an end.
  59. 59. There’s nothing worse than a sharp image of a fuzzy concept. - Ansel Adams, photographer #VMT
  60. 60. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  61. 61. Concept Modeling TOOL Give the abstract more substance with a structured diagram focused on relationships.
  62. 62. MoSCoW TECHNIQUE
  63. 63. MoSCoW TECHNIQUE Must Include
  64. 64. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy)
  65. 65. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way)
  66. 66. MoSCoW TECHNIQUE Must Include Should Include (if it’s easy) Could Include (if X wasn’t in our way) Won’t Include (in this version, at least)
  67. 67. Good start: UIE article on “short form creative brief” CREATIVE BRIEFS TOOL
  68. 68. MESSAGE
  69. 69. A message is designed.
  70. 70. A clear message has structure.
  71. 71. People who think well, write well. ! Woolly minded people write woolly memos, woolly letters and woolly speeches. - David Ogilvy
  72. 72. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  73. 73. Message Architecture TECHNIQUE
  74. 74. Identify conflicting priorities and identify important messages with a cardsorting workshop. Message Architecture TECHNIQUE
  75. 75. CORE + PATHS DIAGRAM TECHNIQUE
  76. 76. TARGETS
  77. 77. Targets are chosen.
  78. 78. Clear targets are specific.
  79. 79. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  80. 80. PERSONAS TOOL
  81. 81. It’s 3 a.m. Do you know how many domains your organization has registered? CHANNEL INVENTORY TOOL
  82. 82. TONE
  83. 83. Tone is responsive.
  84. 84. Clear tone is appropriate.
  85. 85. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  86. 86. EMPATHY MAP TOOL THINKING FEELING HEARING SEEING DOING
  87. 87. I don’t understand. #VMT
  88. 88. VISION MISSION TARGETS VOICE MESSAGE TONE Organization Project Context Brand Business V M T
  89. 89. That’s all. Thank you. #VMT
  90. 90. ?Questions? kubie.co/vmt #VMT
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