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CART, MEET HORSE: CONTENT STRATEGYFOR CONTENT MANAGEMENTMargot BloomsteinMay 14, 2013 CMS Expo@mbloomstein#CMSX
@mbloomstein
@mbloomstein | #CMSX 4© 2013
@mbloomstein | #CMSX 5© 2013CC Sam Korn, via WikipediaGnothi sauton
@mbloomstein | #CMSX 6© 2013Know thyself.You invest in knowing your users,*but what about your brand?*right?
Unless you understand whatpeople are trying to do withyour content you cannot knowif it’s working or not.Gerry McGovern
If you don’t know whatyou need to communicate,how will you know if yousucceed?
fails to meet needs
fails to meet needsdifferent labels
fails to meet needsdifferent labelsunexpected steps
fails to meet needsdifferent labelsunexpected stepstoo many fields
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fields
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fields
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tags
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespaces
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexp...
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexp...
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexp...
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexp...
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexp...
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexp...
fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexp...
@mbloomstein | #CMSX 24© 2013failure to adopt
@mbloomstein | #CMSX 25© 2013“creative” workarounds
@mbloomstein | #CMSX 26© 2013What is the cost ofnon-compliance?
@mbloomstein | #CMSX 27© 2013First things first.Why start blogging, audit the content,consolidate site architecture, add v...
@mbloomstein | #CMSX 28© 2013What is content strategy?Planning for the creation, aggregation,delivery, and governance of u...
Why content strategy?Because we all want the same things,but content keeps getting in the way.
Sustainable content is content you cancreate—and maintain—without goingbroke, without lowering quality in waysthat make th...
If you don’t know whatyou need to communicate,how will you know if yousucceed?
@mbloomstein | #CMSX 32© 2013Steps along the way…Message architectureContent audit/inventoryContent modelEditorial style g...
@mbloomstein | #CMSX 33© 2013Steps along the way…Message architectureContent audit/inventoryContent modelEditorial style g...
@mbloomstein | #CMSX 34© 2013Deliverables punctuateand facilitate theconversation.Don’t let them replacethe conversation.
@mbloomstein | #CMSX 35© 2013What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabu...
@mbloomstein | #CMSX 36© 2013A little thing with big impact.
@mbloomstein | #CMSX 37© 2013A little thing with big impact.How could we prove this is a car not likeanything else out the...
@mbloomstein | #CMSX 38© 2013A little thing with big impact.
@mbloomstein | #CMSX 39© 2013Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proact...
@mbloomstein | #CMSX 40© 2013What did content need to do?• Offer fast, easy access• Encourage personalization• Convey loca...
If the CMS can’t support it,the content can’t do it.
@mbloomstein | #CMSX 42© 2013
@mbloomstein | #CMSX 43© 2013
@mbloomstein | #CMSX 44© 2013
@mbloomstein | #CMSX 45© 2013
@mbloomstein | #CMSX 46© 2013
@mbloomstein | #CMSX 47© 2013Message architecture drivesthe user experience
@mbloomstein | #CMSX 48© 2013Photographic anglesDark backgroundsBold headlinesThick stroke weights…and in design
@mbloomstein | #CMSX 49© 2013NomenclatureContent typesContent elementsCalls to action and instructional copySentence struc...
@mbloomstein | #CMSX 50© 2013What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabu...
@mbloomstein | #CMSX 51© 2013Welcoming,but elite.Selective?
@mbloomstein | #CMSX 52© 2013Traditional,but edgy.
@mbloomstein | #CMSX 53© 2013©Warby Parker
@mbloomstein | #CMSX 54© 2013
@mbloomstein | #CMSX 55© 2013Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)
@mbloomstein | #CMSX 56© 2013Why do this?Prioritize new content types to manifestthe message architecture—not justbecause ...
@mbloomstein | #CMSX 57© 2013Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visio...
@mbloomstein | #CMSX 58© 2013
@mbloomstein | #CMSX 59© 2013Passionate? Creative? Hands-on?Pioneering? Trusted?
@mbloomstein | #CMSX 60© 2013Humanizing the institution ismore important than establishingindividual thought leadership.
Audit to understand contentyou have, content you need,and content patterns you canstandardize.What are you trying to learn?
@mbloomstein | #CMSX 62© 2013Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent? ...
@mbloomstein | #CMSX 63© 2013Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated...
@mbloomstein | #CMSX 64© 2013
@mbloomstein | #CMSX 65© 2013
@mbloomstein | #CMSX 66© 2013Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  ...
@mbloomstein | #CMSX 67© 2013What will you learn?• What do we have and is it any good?• What are the patterns, elements, a...
@mbloomstein | #CMSX 68© 2013© Karen McGrane
@mbloomstein | #CMSX 69© 2013Where can you go?• Identify new content types and channels• Prioritize specific content types...
@mbloomstein | #CMSX 70© 2013But first things first:What are you trying tocommunicate?What content do you have andwhat do ...
@mbloomstein | #CMSX 71© 2013Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamz...
Cart, Meet Horse: Content Strategy for Content Management
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Cart, Meet Horse: Content Strategy for Content Management

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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.

Published in: Technology, Lifestyle

Transcript of "Cart, Meet Horse: Content Strategy for Content Management"

  1. 1. CART, MEET HORSE: CONTENT STRATEGYFOR CONTENT MANAGEMENTMargot BloomsteinMay 14, 2013 CMS Expo@mbloomstein#CMSX
  2. 2. @mbloomstein
  3. 3. @mbloomstein | #CMSX 4© 2013
  4. 4. @mbloomstein | #CMSX 5© 2013CC Sam Korn, via WikipediaGnothi sauton
  5. 5. @mbloomstein | #CMSX 6© 2013Know thyself.You invest in knowing your users,*but what about your brand?*right?
  6. 6. Unless you understand whatpeople are trying to do withyour content you cannot knowif it’s working or not.Gerry McGovern
  7. 7. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  8. 8. fails to meet needs
  9. 9. fails to meet needsdifferent labels
  10. 10. fails to meet needsdifferent labelsunexpected steps
  11. 11. fails to meet needsdifferent labelsunexpected stepstoo many fields
  12. 12. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fields
  13. 13. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fields
  14. 14. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tags
  15. 15. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespaces
  16. 16. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tags
  17. 17. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough types
  18. 18. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough typesContent model
  19. 19. fails to meet needsdifferent labelsunexpected stepstoo many fieldswrong fieldsnot enough fieldstoo few tagsnamespacesunexpexcted tagsdifferent fieldsunexpexcted tagsnot enough typesContent modelMapping of types
  20. 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. 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. 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. 23. @mbloomstein | #CMSX 24© 2013failure to adopt
  24. 24. @mbloomstein | #CMSX 25© 2013“creative” workarounds
  25. 25. @mbloomstein | #CMSX 26© 2013What is the cost ofnon-compliance?
  26. 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. 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. 28. Why content strategy?Because we all want the same things,but content keeps getting in the way.
  29. 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. 30. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  31. 31. @mbloomstein | #CMSX 32© 2013Steps along the way…Message architectureContent audit/inventoryContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines
  32. 32. @mbloomstein | #CMSX 33© 2013Steps along the way…Message architectureContent audit/inventoryContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines
  33. 33. @mbloomstein | #CMSX 34© 2013Deliverables punctuateand facilitate theconversation.Don’t let them replacethe conversation.
  34. 34. @mbloomstein | #CMSX 35© 2013What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.
  35. 35. @mbloomstein | #CMSX 36© 2013A little thing with big impact.
  36. 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. 37. @mbloomstein | #CMSX 38© 2013A little thing with big impact.
  38. 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. 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. 40. If the CMS can’t support it,the content can’t do it.
  41. 41. @mbloomstein | #CMSX 42© 2013
  42. 42. @mbloomstein | #CMSX 43© 2013
  43. 43. @mbloomstein | #CMSX 44© 2013
  44. 44. @mbloomstein | #CMSX 45© 2013
  45. 45. @mbloomstein | #CMSX 46© 2013
  46. 46. @mbloomstein | #CMSX 47© 2013Message architecture drivesthe user experience
  47. 47. @mbloomstein | #CMSX 48© 2013Photographic anglesDark backgroundsBold headlinesThick stroke weights…and in design
  48. 48. @mbloomstein | #CMSX 49© 2013NomenclatureContent typesContent elementsCalls to action and instructional copySentence structure, diction, and tone…in content
  49. 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. 50. @mbloomstein | #CMSX 51© 2013Welcoming,but elite.Selective?
  51. 51. @mbloomstein | #CMSX 52© 2013Traditional,but edgy.
  52. 52. @mbloomstein | #CMSX 53© 2013©Warby Parker
  53. 53. @mbloomstein | #CMSX 54© 2013
  54. 54. @mbloomstein | #CMSX 55© 2013Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)
  55. 55. @mbloomstein | #CMSX 56© 2013Why do this?Prioritize new content types to manifestthe message architecture—not justbecause they’re trendy or feasible.
  56. 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. 57. @mbloomstein | #CMSX 58© 2013
  58. 58. @mbloomstein | #CMSX 59© 2013Passionate? Creative? Hands-on?Pioneering? Trusted?
  59. 59. @mbloomstein | #CMSX 60© 2013Humanizing the institution ismore important than establishingindividual thought leadership.
  60. 60. Audit to understand contentyou have, content you need,and content patterns you canstandardize.What are you trying to learn?
  61. 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. 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. 63. @mbloomstein | #CMSX 64© 2013
  64. 64. @mbloomstein | #CMSX 65© 2013
  65. 65. @mbloomstein | #CMSX 66© 2013Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources
  66. 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. 67. @mbloomstein | #CMSX 68© 2013© Karen McGrane
  68. 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. 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. 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.
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