@mbloomstein | #messagematters 1
© 2014© 2014
MESSAGE MATTERS:
Developing a voice in your content strategy
Margot Bloomste...
@mbloomstein | #messagematters 3
© 2014
@mbloomstein | #messagematters 4
What is content strategy?
Planning for the creation, aggregation,
delivery, and governanc...
@mbloomstein | #messagematters 5
© 2014
Content demands attention
@mbloomstein | #messagematters 6
© 2014
Because we all want the same thing,
but content keeps getting in the way.
(CC) htt...
@mbloomstein | #messagematters 7
© 2014
Content dredges up politics
© Margot Bloomstein
This is your job now.
@mbloomstein | #messagematters 9
© 2014
©Skillset.org
@mbloomstein | #messagematters 10
© 2014
Titles < Roles < Skills
©Skillset.org
@mbloomstein | #messagematters 11
This is everyone’s job now.
© The Creative Group
@mbloomstein | #messagematters 14
© 2014
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive co...
Deliverables are merely
punctuation in the
conversation.
They can’t replace the
conversation.
@mbloomstein | #messagematters 16
Why content strategy?
@mbloomstein | #messagematters 17
Why content strategy?
Because we all want the same thing,
but content keeps getting in t...
@mbloomstein | #messagematters 18
Why content strategy?
Launch on time
@mbloomstein | #messagematters 19
Why content strategy?
Stay within budget
@mbloomstein | #messagematters 20
Why content strategy?
Maintain a consistent user experience
visually and verbally, acros...
@mbloomstein | #messagematters 21
Why content strategy?
Without the team killing each other
over differences in opinion an...
More
like
Apple.
@mbloomstein | #messagematters 24
© 2014
More like Apple’s “message
architecture”
Confident but approachable; accessible
S...
@mbloomstein | #messagematters 25
© 2014
What’s a message architecture?
A hierarchy of communication goals
that reflects a...
@mbloomstein | #messagematters 26
© 2014
Message architecture
Cheeky
• Witty and fun
• Young without being childish
Custom...
@mbloomstein | #messagematters 27
© 2014
@mbloomstein | #messagematters 28
© 2014
@mbloomstein | #messagematters 29
© 2014
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 ...
@mbloomstein | #messagematters 30
© 2014
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
@mbloomstein | #messagematters 31
© 2014
Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but wi...
@mbloomstein | #messagematters 32
© 2014
Versus a mission or vision?
“Great design for everyone”
Vision and direction are ...
@mbloomstein | #messagematters 33
Voice differentiates your brand
among commodities.
Documented voice guidelines help your...
@mbloomstein | #messagematters 34
© 2014
@mbloomstein | #messagematters 35
© 2014
Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membersh...
@mbloomstein | #messagematters 36
© 2014
@mbloomstein | #messagematters 37
© 2014
What’s a message architecture?
A hierarchy of communication goals
that reflects a...
@mbloomstein | #messagematters 38
© 2014
A little thing with big impact.
@mbloomstein | #messagematters 39
© 2014
A little thing with big impact.
How could we prove this is a car not like
anythin...
@mbloomstein | #messagematters 40
© 2014
A little thing with big impact.
@mbloomstein | #messagematters 41
© 2014
Message architecture
Premium technology
• Assertive; ready to perform as a driver...
@mbloomstein | #messagematters 42
© 2014
@mbloomstein | #messagematters 43
© 2014
@mbloomstein | #messagematters 44
© 2014
@mbloomstein | #messagematters 45
© 2014
@mbloomstein | #messagematters 46
© 2014
If these emails are boring you
and you don’t mind missing out
on all the lip-smac...
@mbloomstein | #messagematters 47
© 2014
Message architecture drives
the user experience
@mbloomstein | #messagematters 48
© 2014
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in...
@mbloomstein | #messagematters 49
© 2014
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in ...
@mbloomstein | #messagematters 50
© 2014
Premium technology
Classic design
Cheekiness
• Smart, “punny,” hip
• Fun, gleeful...
@mbloomstein | #messagematters 51
© 2014
Not all channels are appropriate
for every brand or audience.
• Annual reports
• ...
@mbloomstein | #messagematters 52
© 2014
Not all channels are appropriate
for every brand or audience.
• Annual reports
• ...
@mbloomstein | #messagematters 53
© 2014
@mbloomstein | #messagematters 54
© 2014
@mbloomstein | #messagematters 55
© 2014
@mbloomstein | #messagematters 56
© 2014
Premium
• Lindt embodies quality, in product, marketing, & company interactions
•...
@mbloomstein | #messagematters 57
© 2014
Message architecture drives
a consistent user experience,
visually and verbally.
@mbloomstein | #messagematters 58
© 2014
@mbloomstein | #messagematters 59
© 2014
Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider bord...
@mbloomstein | #messagematters 60
© 2014
@mbloomstein | #messagematters 61
© 2014
Imagery of individual impact
• People engaged with product and offsite
community ...
@mbloomstein | #messagematters 62
© 2014
@mbloomstein | #messagematters 63
© 2014
Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
•...
@mbloomstein | #messagematters 64
© 2014
@mbloomstein | #messagematters 65
© 2014
Message
architecture
Content
audit
Content
types
Content model
& matrix
Editorial...
@mbloomstein | #messagematters 66
© 2014
Establish voice through editorial
style & tone
• Acronyms
• Bulleted lists
• Capi...
@mbloomstein | #messagematters 67
© 2014
Where can you go?
• “Translate” content for style and tone
• Prescribe new conten...
@mbloomstein | #messagematters 68
But first things first:
Understand what you need to
communicate—and why.
@mbloomstein | #messagematters 69
© 2014
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
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Message Matters - Developing a Voice in Your Content Strategy

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http://bit.ly/1mKhHyx

Useful, approachable content is the lifeblood of customer engagement—but a significant challenge to create.

Your audience demands current information, search engines prize fresh content, and both humans and their tools award attention to the most valuable and unique voices.

But those challenges raise a variety of questions, both strategic and tactical:

*How do you develop and maintain content over time that stays true to your corporate personality?
*What’s the right order of priority for content themes?
*What unifies your themes and voice over time as your audiences experience the brand across multiple channels?
*How do you maintain a consistent voice across multiple content creators?

Margot Bloomstein answers these questions and helps you design a content strategy around guidelines for consistency and sustainability. Learn how to ground your voice in a message architecture to help both your audience and content creators strengthen their relationship with your brand.

Webinar recording link: http://bit.ly/1mKhHyx

Published in: Marketing, Technology, Business
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Message Matters - Developing a Voice in Your Content Strategy

  1. 1. @mbloomstein | #messagematters 1 © 2014© 2014 MESSAGE MATTERS: Developing a voice in your content strategy Margot Bloomstein with Acrolinx June 25, 2014 #messagematter @mbloomstein
  2. 2. @mbloomstein | #messagematters 3 © 2014
  3. 3. @mbloomstein | #messagematters 4 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  4. 4. @mbloomstein | #messagematters 5 © 2014 Content demands attention
  5. 5. @mbloomstein | #messagematters 6 © 2014 Because we all want the same thing, but content keeps getting in the way. (CC) http://www.flickr.com/photos/slworking Content requires time
  6. 6. @mbloomstein | #messagematters 7 © 2014 Content dredges up politics © Margot Bloomstein
  7. 7. This is your job now.
  8. 8. @mbloomstein | #messagematters 9 © 2014 ©Skillset.org
  9. 9. @mbloomstein | #messagematters 10 © 2014 Titles < Roles < Skills ©Skillset.org
  10. 10. @mbloomstein | #messagematters 11 This is everyone’s job now.
  11. 11. © The Creative Group
  12. 12. @mbloomstein | #messagematters 14 © 2014 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  13. 13. Deliverables are merely punctuation in the conversation. They can’t replace the conversation.
  14. 14. @mbloomstein | #messagematters 16 Why content strategy?
  15. 15. @mbloomstein | #messagematters 17 Why content strategy? Because we all want the same thing, but content keeps getting in the way.
  16. 16. @mbloomstein | #messagematters 18 Why content strategy? Launch on time
  17. 17. @mbloomstein | #messagematters 19 Why content strategy? Stay within budget
  18. 18. @mbloomstein | #messagematters 20 Why content strategy? Maintain a consistent user experience visually and verbally, across channels
  19. 19. @mbloomstein | #messagematters 21 Why content strategy? Without the team killing each other over differences in opinion and changing goals
  20. 20. More like Apple.
  21. 21. @mbloomstein | #messagematters 24 © 2014 More like Apple’s “message architecture” Confident but approachable; accessible Simple Minimal detail Streamlined and anticipatory Inviting, friendly Supportive but not fawning
  22. 22. @mbloomstein | #messagematters 25 © 2014 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  23. 23. @mbloomstein | #messagematters 26 © 2014 Message architecture Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
  24. 24. @mbloomstein | #messagematters 27 © 2014
  25. 25. @mbloomstein | #messagematters 28 © 2014
  26. 26. @mbloomstein | #messagematters 29 © 2014 From: Little MOO | Print Robot <noreply@moo.com> Subject: MOO | Order 0629312615 | Confirmed Hello I'm Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you. Remember, I'm just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!) Thanks, Little MOO, Print Robot
  27. 27. @mbloomstein | #messagematters 30 © 2014 Message architecture… Cheeky Customer oriented and responsive Helpful
  28. 28. @mbloomstein | #messagematters 31 © 2014 Versus brand values? Design Innovation Community Excellence These inspire, but without priority.
  29. 29. @mbloomstein | #messagematters 32 © 2014 Versus a mission or vision? “Great design for everyone” Vision and direction are different. This inspires, but isn’t tactical.
  30. 30. @mbloomstein | #messagematters 33 Voice differentiates your brand among commodities. Documented voice guidelines help your brand differentiate itself efficiently.
  31. 31. @mbloomstein | #messagematters 34 © 2014
  32. 32. @mbloomstein | #messagematters 35 © 2014 Gracious • Welcoming, anticipatory service Elite and premium • Selective membership • “Curated” experiences Traditional • Enduring heritage • Preserving appreciation for quality Message architecture?
  33. 33. @mbloomstein | #messagematters 36 © 2014
  34. 34. @mbloomstein | #messagematters 37 © 2014 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  35. 35. @mbloomstein | #messagematters 38 © 2014 A little thing with big impact.
  36. 36. @mbloomstein | #messagematters 39 © 2014 A little thing with big impact. How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.” “
  37. 37. @mbloomstein | #messagematters 40 © 2014 A little thing with big impact.
  38. 38. @mbloomstein | #messagematters 41 © 2014 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart, “punny,” hip • Fun, gleeful
  39. 39. @mbloomstein | #messagematters 42 © 2014
  40. 40. @mbloomstein | #messagematters 43 © 2014
  41. 41. @mbloomstein | #messagematters 44 © 2014
  42. 42. @mbloomstein | #messagematters 45 © 2014
  43. 43. @mbloomstein | #messagematters 46 © 2014 If these emails are boring you and you don’t mind missing out on all the lip-smackin’ stuff we’ll be sending in the future, simply send a message to owner- unsubscribe@insiders.miniusa.com and include “Unsubscribe” and your favorite fruit in the subject field.
  44. 44. @mbloomstein | #messagematters 47 © 2014 Message architecture drives the user experience
  45. 45. @mbloomstein | #messagematters 48 © 2014 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
  46. 46. @mbloomstein | #messagematters 49 © 2014 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  47. 47. @mbloomstein | #messagematters 50 © 2014 Premium technology Classic design Cheekiness • Smart, “punny,” hip • Fun, gleeful …in the choice of features and content types
  48. 48. @mbloomstein | #messagematters 51 © 2014 Not all channels are appropriate for every brand or audience. • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  49. 49. @mbloomstein | #messagematters 52 © 2014 Not all channels are appropriate for every brand or audience. • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  50. 50. @mbloomstein | #messagematters 53 © 2014
  51. 51. @mbloomstein | #messagematters 54 © 2014
  52. 52. @mbloomstein | #messagematters 55 © 2014
  53. 53. @mbloomstein | #messagematters 56 © 2014 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious Message architecture
  54. 54. @mbloomstein | #messagematters 57 © 2014 Message architecture drives a consistent user experience, visually and verbally.
  55. 55. @mbloomstein | #messagematters 58 © 2014
  56. 56. @mbloomstein | #messagematters 59 © 2014 Elegant layout and typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps • Serif body copy
  57. 57. @mbloomstein | #messagematters 60 © 2014
  58. 58. @mbloomstein | #messagematters 61 © 2014 Imagery of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
  59. 59. @mbloomstein | #messagematters 62 © 2014
  60. 60. @mbloomstein | #messagematters 63 © 2014 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations
  61. 61. @mbloomstein | #messagematters 64 © 2014
  62. 62. @mbloomstein | #messagematters 65 © 2014 Message architecture Content audit Content types Content model & matrix Editorial style guidelines and calendar
  63. 63. @mbloomstein | #messagematters 66 © 2014 Establish voice through editorial style & tone • Acronyms • Bulleted lists • Capitalization and case • Contractions • Punctuation • Usage • Active/passive voice • Diction • Directional terms • Perspective • Sentence length and cohesion • Tense
  64. 64. @mbloomstein | #messagematters 67 © 2014 Where can you go? • “Translate” content for style and tone • Prescribe new content types • Promote a new editorial calendar • Reallocate budget across channels to reflect communication priorities
  65. 65. @mbloomstein | #messagematters 68 But first things first: Understand what you need to communicate—and why.
  66. 66. @mbloomstein | #messagematters 69 © 2014 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.
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