SlideShare a Scribd company logo

Cart, Meet Horse: Content Strategy for Content Management

•
•
Margot Bloomstein
Margot Bloomstein

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.

TechnologyLifestyle
1 of 71
Download to read offline
CART, MEET HORSE: CONTENT STRATEGY FOR CONTENT MANAGEMENT Margot Bloomstein May 14, 2013 CMS Expo @mbloomstein #CMSX
@mbloomstein
@mbloomstein | #CMSX 4 © 2013
@mbloomstein | #CMSX 5 © 2013 CC Sam Korn, via Wikipedia Gnothi sauton
@mbloomstein | #CMSX 6 © 2013 Know thyself. You invest in knowing your users,* but what about your brand? *right?
Unless you understand what people are trying to do with your content you cannot know if it’s working or not. Gerry McGovern
If you don’t know what you need to communicate, how will you know if you succeed?
fails to meet needs
fails to meet needs different labels
fails to meet needs different labels unexpected steps
fails to meet needs different labels unexpected steps too many fields
fails to meet needs different labels unexpected steps too many fields wrong fields
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespaces
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough types
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types namespacesunexpexcted tags Mapping of typesnot enough types namespacesunexpexcted tagsnamespaces
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types namespacesunexpexcted tags Mapping of typesnot enough types namespacesunexpexcted tagsnamespaces unexpexcted tagsnamespacesunexpexcted tagsnamespaces unexpexcted tagsunexpexcted tagsnamespacesunexpexcted tags unexpexcted tagsunexpexcted tagsunexpexcted tags unexpexcted tags
fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types namespacesunexpexcted tags Mapping of typesnot enough types namespacesunexpexcted tagsnamespaces unexpexcted tagsnamespacesunexpexcted tagsnamespaces unexpexcted tagsunexpexcted tagsnamespacesunexpexcted tags unexpexcted tagsunexpexcted tagsunexpexcted tags unexpexcted tagsFRUSTRATION
@mbloomstein | #CMSX 24 © 2013 failure to adopt
@mbloomstein | #CMSX 25 © 2013 “creative” workarounds
@mbloomstein | #CMSX 26 © 2013 What is the cost of non-compliance?
@mbloomstein | #CMSX 27 © 2013 First things first. Why start blogging, audit the content, consolidate site architecture, add video testimonials, incorporate user reviews, relaunch the site, develop new brand guidelines, switch to a new CMS, or go “mobile first”… if you don’t know what you need to communicate?
@mbloomstein | #CMSX 28 © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
Why content strategy? Because we all want the same things, but content keeps getting in the way.
Sustainable content is content you can create—and maintain—without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy
If you don’t know what you need to communicate, how will you know if you succeed?
@mbloomstein | #CMSX 32 © 2013 Steps along the way… Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
@mbloomstein | #CMSX 33 © 2013 Steps along the way… Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
@mbloomstein | #CMSX 34 © 2013 Deliverables punctuate and facilitate the conversation. Don’t let them replace the conversation.
@mbloomstein | #CMSX 35 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
@mbloomstein | #CMSX 36 © 2013 A little thing with big impact.
@mbloomstein | #CMSX 37 © 2013 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.” “
@mbloomstein | #CMSX 38 © 2013 A little thing with big impact.
@mbloomstein | #CMSX 39 © 2013 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart,“punny,” hip • Fun, gleeful
@mbloomstein | #CMSX 40 © 2013 What 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
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 © 2013 Message architecture drives the user experience
@mbloomstein | #CMSX 48 © 2013 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
@mbloomstein | #CMSX 49 © 2013 Nomenclature Content types Content elements Calls to action and instructional copy Sentence structure, diction, and tone …in content
@mbloomstein | #CMSX 50 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary. Concrete, shared terminology, not abstract concepts.
@mbloomstein | #CMSX 51 © 2013 Welcoming, but elite. Selective?
@mbloomstein | #CMSX 52 © 2013 Traditional, but edgy.
@mbloomstein | #CMSX 53 © 2013 ©Warby Parker
@mbloomstein | #CMSX 54 © 2013
@mbloomstein | #CMSX 55 © 2013 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
@mbloomstein | #CMSX 56 © 2013 Why do this? Prioritize new content types to manifest the message architecture—not just because they’re trendy or feasible.
@mbloomstein | #CMSX 57 © 2013 Message architecture Passionate about strategic discovery • Creative, spirited, inspired • Visionary, innovative thought leader and industry leader • Flexible Tactical and hands-on • In the trenches, in touch • Detail-oriented and methodical Pioneering • Groundbreaking, trend-setting • Modern and savvy People-focused and market-driven • Trusted by medical professionals, researchers, and media • Industry news source
@mbloomstein | #CMSX 58 © 2013
@mbloomstein | #CMSX 59 © 2013 Passionate? Creative? Hands-on? Pioneering? Trusted?
@mbloomstein | #CMSX 60 © 2013 Humanizing the institution is more important than establishing individual thought leadership.
Audit to understand content you have, content you need, and content patterns you can standardize. What are you trying to learn?
@mbloomstein | #CMSX 62 © 2013 Every tab tracks the same data Quantitative: • 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?
@mbloomstein | #CMSX 63 © 2013 Every tab tracks the same data Qualitative: 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?
@mbloomstein | #CMSX 64 © 2013
@mbloomstein | #CMSX 65 © 2013
@mbloomstein | #CMSX 66 © 2013 Each piece of content gets a row Set up dropdowns to constrain data • Data  Data validation  List  Sources
@mbloomstein | #CMSX 67 © 2013 What 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?
@mbloomstein | #CMSX 68 © 2013 © Karen McGrane
@mbloomstein | #CMSX 69 © 2013 Where 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–channel and cross–platform delivery
@mbloomstein | #CMSX 70 © 2013 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
@mbloomstein | #CMSX 71 © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.

Recommended

Bath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkBath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkMargot Bloomstein
 
Kicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopKicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopMargot Bloomstein
 
UX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content StrategyUX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content StrategyMargot Bloomstein
 
Secrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopSecrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopMargot Bloomstein
 
Know thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyKnow thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyMargot Bloomstein
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Margot Bloomstein
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Brand Driven Message Architecture Workshop UXLX
Brand Driven Message Architecture Workshop UXLXBrand Driven Message Architecture Workshop UXLX
Brand Driven Message Architecture Workshop UXLXMargot Bloomstein
 

Recommended

Bath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkBath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to WorkMargot Bloomstein
 
Kicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopKicking Off Your Content Strategy workshop
Kicking Off Your Content Strategy workshopMargot Bloomstein
 
UX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content StrategyUX London Applying Brand-Driven Content Strategy
UX London Applying Brand-Driven Content StrategyMargot Bloomstein
 
Secrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopSecrets of Brand-Driven Content Strategy workshop
Secrets of Brand-Driven Content Strategy workshopMargot Bloomstein
 
Know thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyKnow thyself: Your school's message-driven content strategy
Know thyself: Your school's message-driven content strategyMargot Bloomstein
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Margot Bloomstein
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Brand Driven Message Architecture Workshop UXLX
Brand Driven Message Architecture Workshop UXLXBrand Driven Message Architecture Workshop UXLX
Brand Driven Message Architecture Workshop UXLXMargot Bloomstein
 
Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent
 
The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)Margot Bloomstein
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCMargot Bloomstein
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
 
Content Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonContent Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonMargot Bloomstein
 
Establishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWEstablishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWMargot Bloomstein
 
Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXMargot Bloomstein
 
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Margot Bloomstein
 
Content Structure Workshop - Content Marketing World 2019
Content Structure Workshop - Content Marketing World 2019Content Structure Workshop - Content Marketing World 2019
Content Structure Workshop - Content Marketing World 2019Laura Creekmore
 
Message Matters: Confab 2011
Message Matters: Confab 2011Message Matters: Confab 2011
Message Matters: Confab 2011Margot Bloomstein
 
Driving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageDriving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageMargot Bloomstein
 
[Mini-Workshop] Content Architecture: Where Humans and Machines Agree
[Mini-Workshop] Content Architecture: Where Humans and Machines Agree[Mini-Workshop] Content Architecture: Where Humans and Machines Agree
[Mini-Workshop] Content Architecture: Where Humans and Machines AgreeAndrea L. Ames
 
Content Engineering — A Collaborative Development Approach with Cruce Saunders
Content Engineering — A Collaborative Development Approach with Cruce SaundersContent Engineering — A Collaborative Development Approach with Cruce Saunders
Content Engineering — A Collaborative Development Approach with Cruce SaundersInformation Development World
 
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Nitish Bhardwaj
 
Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Margot Bloomstein
 
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...Search Marketing Expo - SMX
 
Content Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyContent Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyMargot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
 
Faster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageFaster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageMargot Bloomstein
 
Content design for communicators and publishers- IntraTeam 2020
Content design for communicators and publishers- IntraTeam 2020Content design for communicators and publishers- IntraTeam 2020
Content design for communicators and publishers- IntraTeam 2020Intranet Now
 
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 

More Related Content

Similar to Cart, Meet Horse: Content Strategy for Content Management

Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent
 
The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)Margot Bloomstein
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCMargot Bloomstein
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
 
Content Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonContent Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonMargot Bloomstein
 
Establishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWEstablishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWMargot Bloomstein
 
Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXMargot Bloomstein
 
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Margot Bloomstein
 
Content Structure Workshop - Content Marketing World 2019
Content Structure Workshop - Content Marketing World 2019Content Structure Workshop - Content Marketing World 2019
Content Structure Workshop - Content Marketing World 2019Laura Creekmore
 
Message Matters: Confab 2011
Message Matters: Confab 2011Message Matters: Confab 2011
Message Matters: Confab 2011Margot Bloomstein
 
Driving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageDriving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageMargot Bloomstein
 
[Mini-Workshop] Content Architecture: Where Humans and Machines Agree
[Mini-Workshop] Content Architecture: Where Humans and Machines Agree[Mini-Workshop] Content Architecture: Where Humans and Machines Agree
[Mini-Workshop] Content Architecture: Where Humans and Machines AgreeAndrea L. Ames
 
Content Engineering — A Collaborative Development Approach with Cruce Saunders
Content Engineering — A Collaborative Development Approach with Cruce SaundersContent Engineering — A Collaborative Development Approach with Cruce Saunders
Content Engineering — A Collaborative Development Approach with Cruce SaundersInformation Development World
 
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Nitish Bhardwaj
 
Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Margot Bloomstein
 
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...Search Marketing Expo - SMX
 
Content Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyContent Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyMargot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
 
Faster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageFaster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageMargot Bloomstein
 
Content design for communicators and publishers- IntraTeam 2020
Content design for communicators and publishers- IntraTeam 2020Content design for communicators and publishers- IntraTeam 2020
Content design for communicators and publishers- IntraTeam 2020Intranet Now
 

Similar to Cart, Meet Horse: Content Strategy for Content Management (20)

Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content StrategyAquent/AMA Webcast: Embracing Brand-Driven Content Strategy
Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
 
The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYC
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
 
Content Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonContent Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh Boston
 
Establishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOWEstablishing a Brand-Driven Message Architecture Workshop at HOW
Establishing a Brand-Driven Message Architecture Workshop at HOW
 
Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDX
 
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
 
Content Structure Workshop - Content Marketing World 2019
Content Structure Workshop - Content Marketing World 2019Content Structure Workshop - Content Marketing World 2019
Content Structure Workshop - Content Marketing World 2019
 
Message Matters: Confab 2011
Message Matters: Confab 2011Message Matters: Confab 2011
Message Matters: Confab 2011
 
Driving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single MessageDriving a Multichannel Experience From a Single Message
Driving a Multichannel Experience From a Single Message
 
[Mini-Workshop] Content Architecture: Where Humans and Machines Agree
[Mini-Workshop] Content Architecture: Where Humans and Machines Agree[Mini-Workshop] Content Architecture: Where Humans and Machines Agree
[Mini-Workshop] Content Architecture: Where Humans and Machines Agree
 
Content Engineering — A Collaborative Development Approach with Cruce Saunders
Content Engineering — A Collaborative Development Approach with Cruce SaundersContent Engineering — A Collaborative Development Approach with Cruce Saunders
Content Engineering — A Collaborative Development Approach with Cruce Saunders
 
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
Definingourprofessiondefiningourselvescssummit14 140819104839-phpapp02
 
Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14Defining Our Profession, Defining Ourselves at CSSummit14
Defining Our Profession, Defining Ourselves at CSSummit14
 
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
Search Engine Friendly Web Design: Designing For People Who Use Search Engine...
 
Content Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyContent Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content Strategy
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
 
Faster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantageFaster, easier, better, GIMME! Use content strategy to your advantage
Faster, easier, better, GIMME! Use content strategy to your advantage
 
Content design for communicators and publishers- IntraTeam 2020
Content design for communicators and publishers- IntraTeam 2020Content design for communicators and publishers- IntraTeam 2020
Content design for communicators and publishers- IntraTeam 2020
 

More from Margot Bloomstein

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat grazMargot Bloomstein
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Margot Bloomstein
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Margot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleMargot Bloomstein
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Margot Bloomstein
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Margot Bloomstein
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonMargot Bloomstein
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWMargot Bloomstein
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Margot Bloomstein
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitMargot Bloomstein
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Margot Bloomstein
 
Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Margot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Margot Bloomstein
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayMargot Bloomstein
 

More from Margot Bloomstein (20)

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San Francisco
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DC
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat graz
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart Seattle
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow Experiences
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day Boston
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSW
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummit
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015
 
Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015
 
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
 

Recently uploaded

Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 3652toLead Limited
 
DevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenDevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenHervé Boutemy
 
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxLoriGlavin3
 
Leverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage Cost
Leverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage CostLeverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage Cost
Leverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage CostZilliz
 
"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii Soldatenko"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii SoldatenkoFwdays
 
SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024Lorenzo Miniero
 
Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024BookNet Canada
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsSergiu Bodiu
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024Stephanie Beckett
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity PlanDatabarracks
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brandgvaughan
 
"LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks...
"LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks..."LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks...
"LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks...Fwdays
 
Human Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR SystemsHuman Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR SystemsMark Billinghurst
 
Commit 2024 - Secret Management made easy
Commit 2024 - Secret Management made easyCommit 2024 - Secret Management made easy
Commit 2024 - Secret Management made easyAlfredo García Lavilla
 
SAP Build Work Zone - Overview L2-L3.pptx
SAP Build Work Zone - Overview L2-L3.pptxSAP Build Work Zone - Overview L2-L3.pptx
SAP Build Work Zone - Overview L2-L3.pptxNavinnSomaal
 
Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Commit University
 
Unleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding ClubUnleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding ClubKalema Edgar
 
Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024Scott Keck-Warren
 
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdfHyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdfPrecisely
 
Designing IA for AI - Information Architecture Conference 2024
Designing IA for AI - Information Architecture Conference 2024Designing IA for AI - Information Architecture Conference 2024
Designing IA for AI - Information Architecture Conference 2024Enterprise Knowledge
 

Recently uploaded (20)

Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365
 
DevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenDevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache Maven
 
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptxMerck Moving Beyond Passwords: FIDO Paris Seminar.pptx
Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
 
Leverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage Cost
Leverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage CostLeverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage Cost
Leverage Zilliz Serverless - Up to 50X Saving for Your Vector Storage Cost
 
"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii Soldatenko"Debugging python applications inside k8s environment", Andrii Soldatenko
"Debugging python applications inside k8s environment", Andrii Soldatenko
 
SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024SIP trunking in Janus @ Kamailio World 2024
SIP trunking in Janus @ Kamailio World 2024
 
Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platforms
 
What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024What's New in Teams Calling, Meetings and Devices March 2024
What's New in Teams Calling, Meetings and Devices March 2024
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity Plan
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brand
 
"LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks...
"LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks..."LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks...
"LLMs for Python Engineers: Advanced Data Analysis and Semantic Kernel",Oleks...
 
Human Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR SystemsHuman Factors of XR: Using Human Factors to Design XR Systems
Human Factors of XR: Using Human Factors to Design XR Systems
 
Commit 2024 - Secret Management made easy
Commit 2024 - Secret Management made easyCommit 2024 - Secret Management made easy
Commit 2024 - Secret Management made easy
 
SAP Build Work Zone - Overview L2-L3.pptx
SAP Build Work Zone - Overview L2-L3.pptxSAP Build Work Zone - Overview L2-L3.pptx
SAP Build Work Zone - Overview L2-L3.pptx
 
Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!
 
Unleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding ClubUnleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding Club
 
Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024Advanced Test Driven-Development @ php[tek] 2024
Advanced Test Driven-Development @ php[tek] 2024
 
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdfHyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
 
Designing IA for AI - Information Architecture Conference 2024
Designing IA for AI - Information Architecture Conference 2024Designing IA for AI - Information Architecture Conference 2024
Designing IA for AI - Information Architecture Conference 2024
 

Cart, Meet Horse: Content Strategy for Content Management

  • 1. CART, MEET HORSE: CONTENT STRATEGY FOR CONTENT MANAGEMENT Margot Bloomstein May 14, 2013 CMS Expo @mbloomstein #CMSX
  • 3.
  • 5. @mbloomstein | #CMSX 5 © 2013 CC Sam Korn, via Wikipedia Gnothi sauton
  • 6. @mbloomstein | #CMSX 6 © 2013 Know thyself. You invest in knowing your users,* but what about your brand? *right?
  • 7. Unless you understand what people are trying to do with your content you cannot know if it’s working or not. Gerry McGovern
  • 8. If you don’t know what you need to communicate, how will you know if you succeed?
  • 10. fails to meet needs different labels
  • 11. fails to meet needs different labels unexpected steps
  • 12. fails to meet needs different labels unexpected steps too many fields
  • 13. fails to meet needs different labels unexpected steps too many fields wrong fields
  • 14. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields
  • 15. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags
  • 16. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespaces
  • 17. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags
  • 18. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough types
  • 19. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model
  • 20. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types
  • 21. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types namespacesunexpexcted tags Mapping of typesnot enough types namespacesunexpexcted tagsnamespaces
  • 22. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types namespacesunexpexcted tags Mapping of typesnot enough types namespacesunexpexcted tagsnamespaces unexpexcted tagsnamespacesunexpexcted tagsnamespaces unexpexcted tagsunexpexcted tagsnamespacesunexpexcted tags unexpexcted tagsunexpexcted tagsunexpexcted tags unexpexcted tags
  • 23. fails to meet needs different labels unexpected steps too many fields wrong fields not enough fields too few tags namespacesunexpexcted tags different fieldsunexpexcted tags not enough typesContent model Mapping of types namespacesunexpexcted tags Mapping of typesnot enough types namespacesunexpexcted tagsnamespaces unexpexcted tagsnamespacesunexpexcted tagsnamespaces unexpexcted tagsunexpexcted tagsnamespacesunexpexcted tags unexpexcted tagsunexpexcted tagsunexpexcted tags unexpexcted tagsFRUSTRATION
  • 24. @mbloomstein | #CMSX 24 © 2013 failure to adopt
  • 25. @mbloomstein | #CMSX 25 © 2013 “creative” workarounds
  • 26. @mbloomstein | #CMSX 26 © 2013 What is the cost of non-compliance?
  • 27. @mbloomstein | #CMSX 27 © 2013 First things first. Why start blogging, audit the content, consolidate site architecture, add video testimonials, incorporate user reviews, relaunch the site, develop new brand guidelines, switch to a new CMS, or go “mobile first”… if you don’t know what you need to communicate?
  • 28. @mbloomstein | #CMSX 28 © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 29. Why content strategy? Because we all want the same things, but content keeps getting in the way.
  • 30. Sustainable content is content you can create—and maintain—without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy
  • 31. If you don’t know what you need to communicate, how will you know if you succeed?
  • 32. @mbloomstein | #CMSX 32 © 2013 Steps along the way… Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 33. @mbloomstein | #CMSX 33 © 2013 Steps along the way… Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 34. @mbloomstein | #CMSX 34 © 2013 Deliverables punctuate and facilitate the conversation. Don’t let them replace the conversation.
  • 35. @mbloomstein | #CMSX 35 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 36. @mbloomstein | #CMSX 36 © 2013 A little thing with big impact.
  • 37. @mbloomstein | #CMSX 37 © 2013 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.” “
  • 38. @mbloomstein | #CMSX 38 © 2013 A little thing with big impact.
  • 39. @mbloomstein | #CMSX 39 © 2013 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart,“punny,” hip • Fun, gleeful
  • 40. @mbloomstein | #CMSX 40 © 2013 What 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
  • 41. If the CMS can’t support it, the content can’t do it.
  • 42. @mbloomstein | #CMSX 42 © 2013
  • 43. @mbloomstein | #CMSX 43 © 2013
  • 44. @mbloomstein | #CMSX 44 © 2013
  • 45. @mbloomstein | #CMSX 45 © 2013
  • 46. @mbloomstein | #CMSX 46 © 2013
  • 47. @mbloomstein | #CMSX 47 © 2013 Message architecture drives the user experience
  • 48. @mbloomstein | #CMSX 48 © 2013 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  • 49. @mbloomstein | #CMSX 49 © 2013 Nomenclature Content types Content elements Calls to action and instructional copy Sentence structure, diction, and tone …in content
  • 50. @mbloomstein | #CMSX 50 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary. Concrete, shared terminology, not abstract concepts.
  • 51. @mbloomstein | #CMSX 51 © 2013 Welcoming, but elite. Selective?
  • 52. @mbloomstein | #CMSX 52 © 2013 Traditional, but edgy.
  • 53. @mbloomstein | #CMSX 53 © 2013 ©Warby Parker
  • 54. @mbloomstein | #CMSX 54 © 2013
  • 55. @mbloomstein | #CMSX 55 © 2013 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
  • 56. @mbloomstein | #CMSX 56 © 2013 Why do this? Prioritize new content types to manifest the message architecture—not just because they’re trendy or feasible.
  • 57. @mbloomstein | #CMSX 57 © 2013 Message architecture Passionate about strategic discovery • Creative, spirited, inspired • Visionary, innovative thought leader and industry leader • Flexible Tactical and hands-on • In the trenches, in touch • Detail-oriented and methodical Pioneering • Groundbreaking, trend-setting • Modern and savvy People-focused and market-driven • Trusted by medical professionals, researchers, and media • Industry news source
  • 58. @mbloomstein | #CMSX 58 © 2013
  • 59. @mbloomstein | #CMSX 59 © 2013 Passionate? Creative? Hands-on? Pioneering? Trusted?
  • 60. @mbloomstein | #CMSX 60 © 2013 Humanizing the institution is more important than establishing individual thought leadership.
  • 61. Audit to understand content you have, content you need, and content patterns you can standardize. What are you trying to learn?
  • 62. @mbloomstein | #CMSX 62 © 2013 Every tab tracks the same data Quantitative: • 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?
  • 63. @mbloomstein | #CMSX 63 © 2013 Every tab tracks the same data Qualitative: 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?
  • 64. @mbloomstein | #CMSX 64 © 2013
  • 65. @mbloomstein | #CMSX 65 © 2013
  • 66. @mbloomstein | #CMSX 66 © 2013 Each piece of content gets a row Set up dropdowns to constrain data • Data  Data validation  List  Sources
  • 67. @mbloomstein | #CMSX 67 © 2013 What 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?
  • 68. @mbloomstein | #CMSX 68 © 2013 © Karen McGrane
  • 69. @mbloomstein | #CMSX 69 © 2013 Where 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–channel and cross–platform delivery
  • 70. @mbloomstein | #CMSX 70 © 2013 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
  • 71. @mbloomstein | #CMSX 71 © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.