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Be a greedy bastard content strategy PDX

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Are you trying to find ways to better communicate your brand, connect with your audience, help your clients’ tactical decisions align with their marketing goals, or minimize rounds of revision to ...

Are you trying to find ways to better communicate your brand, connect with your audience, help your clients’ tactical decisions align with their marketing goals, or minimize rounds of revision to optimize your project budget? Content strategy can help. If you rock design, IA, content development, social media, or other areas of marketing, media, or advertising, let’s talk. Learn how you can incorporate insights from this aspect of user experience design into your next content-related project. We'll discuss how the questions that a content strategist brings to the table can enrich your deliverables and benefit your end users—and how you can integrate content strategy into your next pitch, RFP, marketing plan or creative process.

Presented at Content Strategy Portland, #CSPDX, October 14, 2010.

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    Be a greedy bastard content strategy PDX Be a greedy bastard content strategy PDX Presentation Transcript

    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein BE A GREEDY BASTARD: use content strategy to get what you want! Margot Bloomstein @mbloomstein #CSPDX October 14, 2010 1
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 2
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 3
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Why content strategy? 4
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Why content strategy? Because we all want the same things, and content keeps getting in the way. (Fail to plan = plan to fail.) 5
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Use content strategy to get what you want. 6
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers Information architects Interaction designers Project managers SEO/SEM specialists Marketing Use content strategy to get what you want. 7
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein ©Skillset.org 8
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time 9
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Stay in budget Deliver on time 10
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Give users what they need Stay in budget Deliver on time 11
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Give users what they need Stay in budget Deliver on time Please our clients (and ourselves) 12
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Give users Build a cohesive what they need experience Stay in budget Deliver Minimize revisions on time Please our clients Rally everyone (and ourselves) around a vision 13
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Be greedy. Demand these things. On-time delivery, a cohesive user experience, less stress? These are not nice-to-haves. 14
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. 15
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines 16
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? 17
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! 18
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 19
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein More Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 20
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 21
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 22
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple? 23
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple? 24
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple? 25
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple’s “message architecture” Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning 26
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy can help you communicate. 27
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy can help you communicate— in less time, money, and stress. 28
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Question: How do you visualize abstract concepts without concrete terms? 29
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary. 30
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 31
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Prioritize key messages 32
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Design, write, label, and organize around those messages 33
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Get it all right in fewer rounds of revision 34
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later. 35
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Okay. How are we going to pay for this? 36
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your “client” uses words to communicate. 37
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Words are cheaper than comps. 38
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience. 39
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 40
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content. 41
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 42
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Live help! Social sharing! Video! Glossary! 43
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 44
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Clean Minimalist Laid back 45
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 46
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 47
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need? 48
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 49
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 50
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein What do we have? 51
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Is it still good? 52
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Do we even need it? 53
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein How will we get more? 54
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Do folks even like it? 55
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions? 56
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy! 57
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Conduct a quantitative and qualitative content audit 58
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 59
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count 60
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count • Check parity of length and consistency in structure 61
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture 62
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant? 63
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Result? Content strategy fuels more comprehensive sitemaps, wireframes, and a gap analysis to shape budget. Not “how many pages,” but “what do we need in order to communicate?” 64
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein You deserve to know communication goals before you start to communicate. 65
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Upsell content types to meet communication goals Testimonials Case studies Interactive tours Video interviews FAQs Self-service support ... 66
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right? 67
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein But wait! 68
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein But wait! They already have writers in the marketing department! 69
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 70
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein OH NOES! 71
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein OH NOES! 72
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy is metaphorical bacon. 73
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective. 74
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Empathizing with social media How do they get clients to stop talking about themselves and genuinely engage—consistently across channels? 75
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?) 76
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein message architecture editorial style guidelines + editorial calendar a consistent multichannel presence 77
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein 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, 78 Little MOO, Print Robot
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content 79
    • You deserve this. Appropriate, Inc. © 2010 #CSPDX @mbloomstein 80
    • Appropriate, Inc. © 2010 #CSPDX @mbloomstein Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com www.slideshare.net/mbloomstein Twitter: #contentstrategy All logos and pictures are property of their respective owners. 81