Cart, Meet Horse: Content Strategy for Content Management
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Cart, Meet Horse: Content Strategy for Content Management

on

  • 2,274 views

Before you can consider a new CMS, you need to know your content—and your communication goals. ...

Before you can consider a new CMS, you need to know your content—and your communication goals.
We’ll discuss the key steps of a core content strategy process to audit your content and determine what you really need in a CMS.
If you’re considering a new CMS, stop. Before you can determine the fields and tags and functionality you need in technology, think about the content you need to support. How should it surface and what’s the message it needs to send? Enter brand-driven content strategy. We’d discuss the value of a message architecture to align your organization around specific content types and guide a content audit—then dig into how a content audit can inform your content model. There’s so much to do before you choose or implement a CMS, so c’mon! Let’s get started!

Presented at CMS Expo 2013, #CMSExpo and #CMSX, on May 14, 2013, in Chicago.

Statistics

Views

Total Views
2,274
Views on SlideShare
2,234
Embed Views
40

Actions

Likes
7
Downloads
34
Comments
0

1 Embed 40

https://twitter.com 40

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Cart, Meet Horse: Content Strategy for Content Management Presentation Transcript

  • 1. CART, MEET HORSE: CONTENT STRATEGYFOR CONTENT MANAGEMENTMargot BloomsteinMay 14, 2013 CMS Expo@mbloomstein#CMSX
  • 2. @mbloomstein
  • 3. @mbloomstein | #CMSX 4© 2013
  • 4. @mbloomstein | #CMSX 5© 2013CC Sam Korn, via WikipediaGnothi sauton
  • 5. @mbloomstein | #CMSX 6© 2013Know thyself.You invest in knowing your users,*but what about your brand?*right?
  • 6. Unless you understand whatpeople are trying to do withyour content you cannot knowif it’s working or not.Gerry McGovern
  • 7. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  • 8. fails to meet needs
  • 9. fails to meet needsdifferent labels
  • 10. fails to meet needsdifferent labelsunexpected steps
  • 11. fails to meet needsdifferent labelsunexpected stepstoo many fields
  • 12. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fields
  • 13. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fields
  • 14. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tags
  • 15. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespaces
  • 16. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tags
  • 17. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough types
  • 18. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough typesContent model
  • 19. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough typesContent modelMapping of types
  • 20. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough typesContent modelMapping of typesnamespacesunexpexcted tagsMapping of typesnot enough typesnamespacesunexpexcted tagsnamespaces
  • 21. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough typesContent modelMapping of typesnamespacesunexpexcted tagsMapping of typesnot enough typesnamespacesunexpexcted tagsnamespacesunexpexcted tagsnamespacesunexpexcted tagsnamespacesunexpexcted tagsunexpexcted tagsnamespacesunexpexcted tagsunexpexcted tagsunexpexcted tagsunexpexcted tagsunexpexcted tags
  • 22. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough typesContent modelMapping of typesnamespacesunexpexcted tagsMapping of typesnot enough typesnamespacesunexpexcted tagsnamespacesunexpexcted tagsnamespacesunexpexcted tagsnamespacesunexpexcted tagsunexpexcted tagsnamespacesunexpexcted tagsunexpexcted tagsunexpexcted tagsunexpexcted tagsunexpexcted tagsFRUSTRATION
  • 23. @mbloomstein | #CMSX 24© 2013failure to adopt
  • 24. @mbloomstein | #CMSX 25© 2013“creative” workarounds
  • 25. @mbloomstein | #CMSX 26© 2013What is the cost ofnon-compliance?
  • 26. @mbloomstein | #CMSX 27© 2013First 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?
  • 27. @mbloomstein | #CMSX 28© 2013What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience.
  • 28. Why content strategy?Because we all want the same things,but content keeps getting in the way.
  • 29. 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
  • 30. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  • 31. @mbloomstein | #CMSX 32© 2013Steps along the way…Message architectureContent audit/inventoryContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines
  • 32. @mbloomstein | #CMSX 33© 2013Steps along the way…Message architectureContent audit/inventoryContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines
  • 33. @mbloomstein | #CMSX 34© 2013Deliverables punctuateand facilitate theconversation.Don’t let them replacethe conversation.
  • 34. @mbloomstein | #CMSX 35© 2013What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.
  • 35. @mbloomstein | #CMSX 36© 2013A little thing with big impact.
  • 36. @mbloomstein | #CMSX 37© 2013A little thing with big impact.How 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 got history…but in Europe.You need to give people content to givethem history.”“
  • 37. @mbloomstein | #CMSX 38© 2013A little thing with big impact.
  • 38. @mbloomstein | #CMSX 39© 2013Message 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
  • 39. @mbloomstein | #CMSX 40© 2013What did content need to do?• Offer fast, easy access• Encourage personalization• Convey local relevance• Facilitate sharing• Communicate quirkiness• Allow for easy infrequent updates• Support a few structured content types
  • 40. If the CMS can’t support it,the content can’t do it.
  • 41. @mbloomstein | #CMSX 42© 2013
  • 42. @mbloomstein | #CMSX 43© 2013
  • 43. @mbloomstein | #CMSX 44© 2013
  • 44. @mbloomstein | #CMSX 45© 2013
  • 45. @mbloomstein | #CMSX 46© 2013
  • 46. @mbloomstein | #CMSX 47© 2013Message architecture drivesthe user experience
  • 47. @mbloomstein | #CMSX 48© 2013Photographic anglesDark backgroundsBold headlinesThick stroke weights…and in design
  • 48. @mbloomstein | #CMSX 49© 2013NomenclatureContent typesContent elementsCalls to action and instructional copySentence structure, diction, and tone…in content
  • 49. @mbloomstein | #CMSX 50© 2013What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.Concrete, shared terminology,not abstract concepts.
  • 50. @mbloomstein | #CMSX 51© 2013Welcoming,but elite.Selective?
  • 51. @mbloomstein | #CMSX 52© 2013Traditional,but edgy.
  • 52. @mbloomstein | #CMSX 53© 2013©Warby Parker
  • 53. @mbloomstein | #CMSX 54© 2013
  • 54. @mbloomstein | #CMSX 55© 2013Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)
  • 55. @mbloomstein | #CMSX 56© 2013Why do this?Prioritize new content types to manifestthe message architecture—not justbecause they’re trendy or feasible.
  • 56. @mbloomstein | #CMSX 57© 2013Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionary, innovative thought leader and industry leader• FlexibleTactical and hands-on• In the trenches, in touch• Detail-oriented and methodicalPioneering• Groundbreaking, trend-setting• Modern and savvyPeople-focused and market-driven• Trusted by medical professionals, researchers, and media• Industry news source
  • 57. @mbloomstein | #CMSX 58© 2013
  • 58. @mbloomstein | #CMSX 59© 2013Passionate? Creative? Hands-on?Pioneering? Trusted?
  • 59. @mbloomstein | #CMSX 60© 2013Humanizing the institution ismore important than establishingindividual thought leadership.
  • 60. Audit to understand contentyou have, content you need,and content patterns you canstandardize.What are you trying to learn?
  • 61. @mbloomstein | #CMSX 62© 2013Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent? What are the patterns?• Are similar content typesconsistent in size and structure?• Is there parity of length, level ofdetail, and tone?
  • 62. @mbloomstein | #CMSX 63© 2013Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, trivial• Current, relevant, and appropriateto the message architecture• Does it serve the communication goals?• Does it speak to the target audience?
  • 63. @mbloomstein | #CMSX 64© 2013
  • 64. @mbloomstein | #CMSX 65© 2013
  • 65. @mbloomstein | #CMSX 66© 2013Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources
  • 66. @mbloomstein | #CMSX 67© 2013What will you learn?• What do we have and is it any good?• What are the patterns, elements, and types?• Is it worth keeping and maintaining?• What do we need to update?• What do we need to translate?• What do we need to associate?• Where do we need more?
  • 67. @mbloomstein | #CMSX 68© 2013© Karen McGrane
  • 68. @mbloomstein | #CMSX 69© 2013Where can you go?• Identify new content types and channels• Prioritize specific content types and elements• Prioritize specific CMS modifications• Reallocate budget across channels• Prepare for future-friendly cross–channeland cross–platform delivery
  • 69. @mbloomstein | #CMSX 70© 2013But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that?
  • 70. @mbloomstein | #CMSX 71© 2013Thank 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.