Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy

  • 2,239 views
Uploaded on

Managing content can become overwhelming with the growing number of delivery platforms. Content strategist Margot Bloomstein, principal of Appropriate, Inc., breaks down the steps to implement a …

Managing content can become overwhelming with the growing number of delivery platforms. Content strategist Margot Bloomstein, principal of Appropriate, Inc., breaks down the steps to implement a strategy that saves time, money, and frustration.

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,239
On Slideshare
0
From Embeds
0
Number of Embeds
9

Actions

Shares
Downloads
93
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. @mbloomstein | #AMAAquent 1Embracing Brand-DrivenContent StrategyManaging content can become overwhelming with the growing number Margot Bloomsteinof delivery platforms. Content strategist Margot Bloomstein, principalEmbracing brand-driven April 18, 2013of Appropriate, Inc., breaks down the steps to implement a strategycontent strategythat saves time, money, and frustration. @mbloomstein Produced by © 2013 © 2011
  • 2. @mbloomstein
  • 3. @mbloomstein | #AMAAquent 4 © 2013
  • 4. @mbloomstein | #AMAAquent 5COMMUNICATION 101 © 2013
  • 5. @mbloomstein Sam Korn, via Wikipedia CC | #AMAAquent 6Gnothi sauton © 2013
  • 6. @mbloomstein | #AMAAquent 7Know thyself.You invest in knowing your users,*but what about your brand? *right? © 2013
  • 7. Unless you understand whatpeople are trying to do withyour content you cannot knowif it’s working or not.Gerry McGovern
  • 8. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  • 9. @mbloomstein | #AMAAquent 10First things first.Why start blogging, audit the content,consolidate site architecture, add videotestimonials, incorporate user reviews,relaunch the site, develop new brandguidelines, switch to a new CMS, or go“mobile first”… if you don’t know whatyou need to communicate? © 2013
  • 10. @mbloomstein | #AMAAquent 11What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. © 2013
  • 11. @mbloomstein | #AMAAquent 12Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  • 12. @mbloomstein | #AMAAquent 13Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  • 13. Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation.
  • 14. Why content strategy?
  • 15. Why content strategy?Because we all want the same things,but content keeps getting in the way.
  • 16. @mbloomstein | #AMAAquent 17Content demands attention © 2013
  • 17. @mbloomstein | #AMAAquent 18Content demands timeBecause we all want the same thing,but content keeps getting in the way.(CC) http://www.flickr.com/photos/slworking © 2013
  • 18. @mbloomstein | #AMAAquent 19Content is expensiveBecause we all want the same thing,but content keeps getting in the way.(CC) http://www.flickr.com/photos/slworking © 2013
  • 19. Sustainable content is content you cancreate—and maintain—without goingbroke, without lowering quality in waysthat make the content suck, and withoutworking employees into nervousbreakdowns.Erin Kissane,The Elements of Content Strategy
  • 20. @mbloomstein | #AMAAquent 21Content dredges up politics © 2013
  • 21. @mbloomstein | #AMAAquent 22You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, inform… © 2013
  • 22. @mbloomstein | #AMAAquent 23You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, inform…Content demands an owner& ownership. © 2013
  • 23. This is your job now.
  • 24. @mbloomstein | #AMAAquent 25 ©Skillset.org © 2013
  • 25. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  • 26. @mbloomstein | #AMAAquent 27What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  • 27. @mbloomstein | #AMAAquent 28A little thing with big impact. © 2013
  • 28. @mbloomstein | #AMAAquent 29 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.” © 2013
  • 29. @mbloomstein | #AMAAquent 30A little thing with big impact. © 2013
  • 30. @mbloomstein | #AMAAquent 31Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive and supportive of spontaneityClassic design• Experienced and savvyCheekiness• Smart, “punny,” hip• Fun, gleeful © 2013
  • 31. @mbloomstein | #AMAAquent 32 © 2013
  • 32. @mbloomstein | #AMAAquent 33 © 2013
  • 33. @mbloomstein | #AMAAquent 34 © 2013
  • 34. @mbloomstein | #AMAAquent 35 © 2013
  • 35. @mbloomstein | #AMAAquent 36If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll be sending in the future,simply send a message to owner-unsubscribe@insiders.miniusa.comand include “Unsubscribe” andyour favorite fruit in thesubject field. © 2013
  • 36. @mbloomstein | #AMAAquent 37Message architecture drivesthe user experience © 2013
  • 37. @mbloomstein | #AMAAquent 38…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2013
  • 38. @mbloomstein | #AMAAquent 39…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2013
  • 39. @mbloomstein | #AMAAquent 40…and in the choice of featuresand content types © 2013
  • 40. @mbloomstein | #AMAAquent 41What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  • 41. @mbloomstein | #AMAAquent 42What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2013
  • 42. @mbloomstein | #AMAAquent 43Welcoming,but elite.Selective? © 2013
  • 43. @mbloomstein | #AMAAquent 44Accessible,open, andpremiere. © 2013
  • 44. @mbloomstein | #AMAAquent 45Traditional,but edgy. © 2013
  • 45. @mbloomstein | #AMAAquent 46©Warby Parker © 2013
  • 46. @mbloomstein | #AMAAquent 47Why do this?Words are cheaper than comps. © 2013
  • 47. @mbloomstein | #AMAAquent 48Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2013
  • 48. @mbloomstein | #AMAAquent 49 © 2013
  • 49. @mbloomstein | #AMAAquent 50Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2013
  • 50. @mbloomstein | #AMAAquent 51Why do this?Promote new content types to manifestthe message architecture—not justbecause they’re trendy or feasible. © 2013
  • 51. Audit time!
  • 52. @mbloomstein | #AMAAquent 53Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionary, innovative thought leader and industry leader• Flexible hands-Tactical and hands-on• In the trenches, in touch• Detail-oriented and methodicalPioneering• Groundbreaking, trend-setting• Modern and savvyPeople- market-People-focused and market-driven• Trusted by medical professionals, researchers, and media• Industry news source © 2013
  • 53. @mbloomstein | #AMAAquent 54 © 2013
  • 54. @mbloomstein | #AMAAquent 55Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2013
  • 55. @mbloomstein | #AMAAquent 56 © 2013
  • 56. @mbloomstein | #AMAAquent 57 © 2013
  • 57. Audit to understand what youhave and what you need.Don’t just do it for fun.Before you can start, you needto know why.What are you trying to learn?
  • 58. @mbloomstein | #AMAAquent 59Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent? What are the patterns? • Are similar content types consistent in size and structure? • Is there parity of length, level of detail, and tone? © 2013
  • 59. @mbloomstein | #AMAAquent 60Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, trivial• Current, relevant, and appropriate to the message architecture• Does it serve the communication goals?• Does it speak to the target audience? © 2013
  • 60. @mbloomstein | #AMAAquent 61 © 2013
  • 61. @mbloomstein | #AMAAquent 62 © 2013
  • 62. @mbloomstein | #AMAAquent 63Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2013
  • 63. @mbloomstein | #AMAAquent 64What will you learn?• What do we have?• What are the patterns, elements, & types?• Is it any good?• Do people even like it? (Check analytics!)• What do we need to update?• What do we need to translate?• Where do we need more? © 2013
  • 64. @mbloomstein | #AMAAquent 65Where can you go?• Identify new content types and channels• Advocate for more frequent content updates• Promote a new editorial calendar• Reallocate budget across channels• Adapt content for future-friendly cross –channel and –platform delivery © 2013
  • 65. @mbloomstein | #AMAAquent 66But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that? © 2013
  • 66. @mbloomstein | #AMAAquent 67Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkAll photography © Margot Bloomstein unless otherwise noted.Screen grabs property of their respective owners at time of capture. © 2013