0
#BathContent | @mbloomstein         Margot Bloomstein         Bath CS Meetup April 2013         @mbloomstein #BathContentC...
@mbloomstein
#BathContent | @mbloomstein                   © 2013
#BathContent | @mbloomsteinWhat is content strategy?Planning for the creation, aggregation,delivery, and governance of use...
#BathContent | @mbloomsteinThis is not how to havemore content.This is about how to havebetter content.                   ...
#BathContent | @mbloomsteinSustainable content is content you cancreate—and maintain—without goingbroke, without lowering ...
#BathContent | @mbloomsteinSteps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConte...
#BathContent | @mbloomsteinDeliverables aremerely punctuation inthe conversation.They can’t replace theconversation.      ...
#BathContent | @mbloomsteinYOU CANNOT ACT INPASSIVE VOICE.   ©Margot Bloomstein                                           ...
#BathContent | @mbloomsteinYOU CANNOT ACT INPASSIVE VOICE.to change, empower, support,advocate, teach, simplify,consolidat...
#BathContent | @mbloomsteinWhose job is this, anyhow?                                      © 2013
#BathContent | @mbloomstein           ©Skillset.org                    © 2013
#BathContent | @mbloomsteinWhy content strategy?                                     © 2013
#BathContent | @mbloomsteinWhy content strategy?Because we all want the same thing,but content keeps screwing it up.      ...
#BathContent | @mbloomsteinDeliver on time, on budget                                    © 2013
#BathContent | @mbloomsteinMaintain a consistent vision                                     © 2013
#BathContent | @mbloomsteinSupport a holistic user experience                                        © 2013
#BathContent | @mbloomsteinSupport a holistic user experience   …that can span platforms,  separating form and content    ...
#BathContent | @mbloomsteinEnsure cross-channel consistency                                       © 2013
#BathContent | @mbloomsteinEnsure cross-channel consistency   …among multiple bloggers                                    ...
#BathContent | @mbloomsteinEnsure cross-channel consistency         …among print            and web           and phone   ...
#BathContent | @mbloomsteinEnsure cross-channel consistency …between Twitter and Facebook                                 ...
Confront your content
Confront your content…and your communication goals.
If you don’t know what you need to communicate,how will you know if you succeed?
#BathContent | @mbloomsteinEstablish themessage architecture.                           © 2013
#BathContent | @mbloomsteinEstablish themessage architecture.                           © 2013
#BathContent | @mbloomsteinWhat’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabula...
#BathContent | @mbloomsteinHow could we prove this is a car not likeanything else out there? It’s a small car,but it’s pre...
#BathContent | @mbloomsteinA little thing with big impact.                                        © 2013
#BathContent | @mbloomsteinMessage architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactiv...
#BathContent | @mbloomstein                   © 2013
#BathContent | @mbloomstein                   © 2013
#BathContent | @mbloomstein                   © 2013
#BathContent | @mbloomstein                   © 2013
#BathContent | @mbloomsteinIf these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll ...
#BathContent | @mbloomsteinMessage architecture drivesthe user experience                                       © 2013
#BathContent | @mbloomstein…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction           ...
#BathContent | @mbloomstein…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights            ...
#BathContent | @mbloomstein…and in the choice of featuresand content types                                        © 2013
#BathContent | @mbloomsteinHere’s another example:Cheeky• Witty and fun• Young without being childishCustomer oriented and...
#BathContent | @mbloomstein                   © 2013
#BathContent | @mbloomsteinFrom: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHell...
#BathContent | @mbloomstein                                          Editorial style                                      ...
#BathContent | @mbloomstein                   © 2013
#BathContent | @mbloomsteinThank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp:...
Bath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to Work
Upcoming SlideShare
Loading in...5
×

Bath CS Meetup: Content Strategy Gets to Work

2,842

Published on

Join Bath Content Strategy Meetup for an evening with content strategist Margot Bloomstein, author of Content Strategy at Work: Real World Stories to Strengthen Every Interactive Project. Even if content strategy isn't your job, content's probably your problem--and probably more than you think.
You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it.
So many ways, so much content... so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists.
Content Strategy at Work offers an unparalleled collection of case studies and interviews from a range of industries and project times for real-world examples and approaches you can adopt, no matter your role on the team. Margot will share perspective and bring some of those case studies to life with Q&A and a drawing for a free copy--or get yours ahead of time from Amazon UK.

Presented at the Bath UK Content Strategy Meetup, #BathContent, April 11, 2013 in Bath, UK.

Transcript of "Bath CS Meetup: Content Strategy Gets to Work"

  1. 1. #BathContent | @mbloomstein Margot Bloomstein Bath CS Meetup April 2013 @mbloomstein #BathContentCONTENT STRATEGYGETS TO WORK © 2012 2013
  2. 2. @mbloomstein
  3. 3. #BathContent | @mbloomstein © 2013
  4. 4. #BathContent | @mbloomsteinWhat is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. © 2013
  5. 5. #BathContent | @mbloomsteinThis is not how to havemore content.This is about how to havebetter content. © 2013
  6. 6. #BathContent | @mbloomsteinSustainable 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 © 2013
  7. 7. #BathContent | @mbloomsteinSteps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  8. 8. #BathContent | @mbloomsteinDeliverables aremerely punctuation inthe conversation.They can’t replace theconversation. © 2013
  9. 9. #BathContent | @mbloomsteinYOU CANNOT ACT INPASSIVE VOICE. ©Margot Bloomstein © 2013
  10. 10. #BathContent | @mbloomsteinYOU CANNOT ACT INPASSIVE VOICE.to change, empower, support,advocate, teach, simplify,consolidate, remind, inform…YOU NEED AN OWNER. © 2013
  11. 11. #BathContent | @mbloomsteinWhose job is this, anyhow? © 2013
  12. 12. #BathContent | @mbloomstein ©Skillset.org © 2013
  13. 13. #BathContent | @mbloomsteinWhy content strategy? © 2013
  14. 14. #BathContent | @mbloomsteinWhy content strategy?Because we all want the same thing,but content keeps screwing it up. © 2013
  15. 15. #BathContent | @mbloomsteinDeliver on time, on budget © 2013
  16. 16. #BathContent | @mbloomsteinMaintain a consistent vision © 2013
  17. 17. #BathContent | @mbloomsteinSupport a holistic user experience © 2013
  18. 18. #BathContent | @mbloomsteinSupport a holistic user experience …that can span platforms, separating form and content © 2013
  19. 19. #BathContent | @mbloomsteinEnsure cross-channel consistency © 2013
  20. 20. #BathContent | @mbloomsteinEnsure cross-channel consistency …among multiple bloggers © 2013
  21. 21. #BathContent | @mbloomsteinEnsure cross-channel consistency …among print and web and phone © 2013
  22. 22. #BathContent | @mbloomsteinEnsure cross-channel consistency …between Twitter and Facebook © 2013
  23. 23. Confront your content
  24. 24. Confront your content…and your communication goals.
  25. 25. If you don’t know what you need to communicate,how will you know if you succeed?
  26. 26. #BathContent | @mbloomsteinEstablish themessage architecture. © 2013
  27. 27. #BathContent | @mbloomsteinEstablish themessage architecture. © 2013
  28. 28. #BathContent | @mbloomsteinWhat’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.A little thing with big impact. © 2013
  29. 29. #BathContent | @mbloomsteinHow could we prove this is a car not likeanything else out there? It’s a small car,but it’s premium. You get a Porsche 911ride for a fifth of the cost. It’s gothistory… but in Europe.You need to give people content to givethem history. © 2013
  30. 30. #BathContent | @mbloomsteinA little thing with big impact. © 2013
  31. 31. #BathContent | @mbloomsteinMessage 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
  32. 32. #BathContent | @mbloomstein © 2013
  33. 33. #BathContent | @mbloomstein © 2013
  34. 34. #BathContent | @mbloomstein © 2013
  35. 35. #BathContent | @mbloomstein © 2013
  36. 36. #BathContent | @mbloomsteinIf 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
  37. 37. #BathContent | @mbloomsteinMessage architecture drivesthe user experience © 2013
  38. 38. #BathContent | @mbloomstein…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2013
  39. 39. #BathContent | @mbloomstein…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2013
  40. 40. #BathContent | @mbloomstein…and in the choice of featuresand content types © 2013
  41. 41. #BathContent | @mbloomsteinHere’s another example:Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible © 2013
  42. 42. #BathContent | @mbloomstein © 2013
  43. 43. #BathContent | @mbloomsteinFrom: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHelloIm Little MOO - the bit of software that will be managing your order withmoo.com. It will shortly be sent to Big MOO, our print machine who will print itfor you in the next few days. Ill let you know when its done and on its way toyou.Remember, Im just a bit of software. So, if you have any questions regardingyour order please first read our Frequently Asked Questions or contact customerservices (who are real people!)Thanks,Little MOO, Print Robot © 2013
  44. 44. #BathContent | @mbloomstein Editorial style guidelines and Nomenclature calendar Content types Content auditMessagearchitecture © 2013
  45. 45. #BathContent | @mbloomstein © 2013
  46. 46. #BathContent | @mbloomsteinThank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWork &http://bit.ly/CSatBNTitle image: http://flickr.com/KandyJaxxAll other images property of their respective owners or © Margot Bloomstein as noted. © 2013
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×