Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy

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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.

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Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy

  1. 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. 2. @mbloomstein
  3. 3. @mbloomstein | #AMAAquent 4 © 2013
  4. 4. @mbloomstein | #AMAAquent 5COMMUNICATION 101 © 2013
  5. 5. @mbloomstein Sam Korn, via Wikipedia CC | #AMAAquent 6Gnothi sauton © 2013
  6. 6. @mbloomstein | #AMAAquent 7Know thyself.You invest in knowing your users,*but what about your brand? *right? © 2013
  7. 7. Unless you understand whatpeople are trying to do withyour content you cannot knowif it’s working or not.Gerry McGovern
  8. 8. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  9. 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. 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. 11. @mbloomstein | #AMAAquent 12Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  12. 12. @mbloomstein | #AMAAquent 13Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  13. 13. Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation.
  14. 14. Why content strategy?
  15. 15. Why content strategy?Because we all want the same things,but content keeps getting in the way.
  16. 16. @mbloomstein | #AMAAquent 17Content demands attention © 2013
  17. 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. 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. 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. 20. @mbloomstein | #AMAAquent 21Content dredges up politics © 2013
  21. 21. @mbloomstein | #AMAAquent 22You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, inform… © 2013
  22. 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. 23. This is your job now.
  24. 24. @mbloomstein | #AMAAquent 25 ©Skillset.org © 2013
  25. 25. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  26. 26. @mbloomstein | #AMAAquent 27What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  27. 27. @mbloomstein | #AMAAquent 28A little thing with big impact. © 2013
  28. 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. 29. @mbloomstein | #AMAAquent 30A little thing with big impact. © 2013
  30. 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. 31. @mbloomstein | #AMAAquent 32 © 2013
  32. 32. @mbloomstein | #AMAAquent 33 © 2013
  33. 33. @mbloomstein | #AMAAquent 34 © 2013
  34. 34. @mbloomstein | #AMAAquent 35 © 2013
  35. 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. 36. @mbloomstein | #AMAAquent 37Message architecture drivesthe user experience © 2013
  37. 37. @mbloomstein | #AMAAquent 38…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2013
  38. 38. @mbloomstein | #AMAAquent 39…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2013
  39. 39. @mbloomstein | #AMAAquent 40…and in the choice of featuresand content types © 2013
  40. 40. @mbloomstein | #AMAAquent 41What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  41. 41. @mbloomstein | #AMAAquent 42What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2013
  42. 42. @mbloomstein | #AMAAquent 43Welcoming,but elite.Selective? © 2013
  43. 43. @mbloomstein | #AMAAquent 44Accessible,open, andpremiere. © 2013
  44. 44. @mbloomstein | #AMAAquent 45Traditional,but edgy. © 2013
  45. 45. @mbloomstein | #AMAAquent 46©Warby Parker © 2013
  46. 46. @mbloomstein | #AMAAquent 47Why do this?Words are cheaper than comps. © 2013
  47. 47. @mbloomstein | #AMAAquent 48Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2013
  48. 48. @mbloomstein | #AMAAquent 49 © 2013
  49. 49. @mbloomstein | #AMAAquent 50Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2013
  50. 50. @mbloomstein | #AMAAquent 51Why do this?Promote new content types to manifestthe message architecture—not justbecause they’re trendy or feasible. © 2013
  51. 51. Audit time!
  52. 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. 53. @mbloomstein | #AMAAquent 54 © 2013
  54. 54. @mbloomstein | #AMAAquent 55Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2013
  55. 55. @mbloomstein | #AMAAquent 56 © 2013
  56. 56. @mbloomstein | #AMAAquent 57 © 2013
  57. 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. 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. 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. 60. @mbloomstein | #AMAAquent 61 © 2013
  61. 61. @mbloomstein | #AMAAquent 62 © 2013
  62. 62. @mbloomstein | #AMAAquent 63Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2013
  63. 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. 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. 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. 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

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