Content strategy: message matters

#gilbaneboston | @mbloomstein 9 Give users Build a cohesive what they need experience Stay in budgetDeliver Minimize revisionson time Please our clients Rally everyone (and ourselves) around a vision Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 10 Give users Build a cohesive what they need experience Shared goals Stay in budgetDeliver Minimize revisionson time Please our clients Rally everyone (and ourselves) around a vision Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 11 Give users Build a cohesive what they need experience Shared goalsA single, master plan Stay in budget Deliver Common language Minimize revisions on time Please our clients Rally everyone (and ourselves) around a vision Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 12 Long-term consistency Give users Build a cohesive what they need experience Shared priorities Shared goals A single, master plan Stay in budget Deliver Common language Minimize revisions on time Success metricsA realistic timeline Please our clients Rally everyone (and ourselves) around a vision Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 13 Rollout and adoption guidelines Long-term consistency Give users what they need Build a cohesive experience Shared priorities Plan to evolve and change goals Shared Ongoing measuremen A single, master plan Management in budget Stay and optimization Deliver training Common language Minimize revisions on time Success metrics Stakeholder Please our clientsA realistic timeline dashboard Rally everyone (and ourselves) around a vision Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 14 Long-term consistency Give users Stakeholder Build a cohesive what they need Rally everyone dashboard Build a cohesive experience around a visionShared priorities Plan to evolve and change goalspriorities experience Shared Shared Ongoing measuremen A single, master planShared goals Management in budgetmeasurement Stay consistency optimization Ongoing andA single, master planLong-term Deliver training in budget Stay languageand optimization Management Minimize revisions Common training on time language Minimize revisions CommonSuccess metrics A realistic timeline Please our clients Rollout and adoption guidelines Stakeholder A realistic (and ourselves) Rally everyone timeline dashboard around a vision A single, master plan Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 15 Long-term consistency Give users Stakeholder Build a cohesive what they need Rally everyone dashboard Build a cohesive experience around a vision Shared priorities Plan to evolve and change goalspriorities Shared Shared Ongoing measuremen experience Rollout and adoption guidelines A single, master planShared goals Plan to evolve and change Management in budgetmeasurement Stay consistency optimization Ongoing andA single, master planLong-term Deliver training in budget Stay languageand optimization Management Minimize revisions Common training Long-term consistency on time language Minimize revisions CommonSuccess metrics Stakeholder Please our clients A realistic timeline Success metrics and adoption guidelines Rollout Stakeholder dashboard timeline Rally everyone (and ourselves) A realistic dashboard around a vision A single, master plan Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 16 Long-term consistency Give users Stakeholder Build a cohesive what they need When didRallyclear plan and a everyone dashboard Build a cohesive experience around a vision Shared prioritiesconcrete communication goals Plan to evolve and change goalspriorities Shared Shared Ongoing measuremen experience Rollout and adoption guidelines A single, master planShared goals Plan to evolve and change Management in budgetmeasurement Stay consistency optimization Ongoing and become nice-to-haves?A single, master planLong-term Deliver training in budget Stay languageand optimization Management Common Minimize revisions on time training Long-term consistency language Minimize revisions CommonSuccess metrics Stakeholder Please our clients A realistic timeline Success metrics and adoption guidelines Rollout Stakeholder dashboard timeline Rally everyone (and ourselves) A realistic dashboard around a vision A single, master plan Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 17 Long-term consistency Give users Stakeholder Build a cohesive are we And what what they need Rally everyone dashboard Build a cohesive experience around a vision Shared priorities going to do about it? Plan to evolve and change goalspriorities Shared Shared Ongoing measuremen experience Rollout and adoption guidelines A single, master planShared goals Plan to evolve and change Management in budgetmeasurement Stay consistency optimization Ongoing andA single, master planLong-term Deliver training in budget Stay languageand optimization Management Minimize revisions Common training Long-term consistency on time language Minimize revisions CommonSuccess metrics Stakeholder Please our clients A realistic timeline Success metrics and adoption guidelines Rollout Stakeholder dashboard timeline Rally everyone (and ourselves) A realistic dashboard around a vision A single, master plan Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 18 Long-term consistency Give users Stakeholder Build a cohesive are we And what what they need Rally everyone dashboard Build a cohesive experience around a vision Shared priorities going to do about it? Plan to evolve and change goalspriorities Shared Shared Ongoing measuremen experience Rollout and adoption guidelines A single, master planShared goals Plan to evolve and change Management in budgetmeasurement Stay consistency optimization Ongoing andA single, master planLong-term Deliver training in budget Stay languageand optimization Management Minimize revisions Common training Long-term consistency on time language Minimize revisions CommonSuccess metrics Stakeholder Please our clients A realistic timeline Success metrics and adoption guidelines Rollout Stakeholder Hi. dashboard timeline Rally everyone (and ourselves) A realistic dashboard around a vision A single, master plan Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 19 Long-term consistency Give users Stakeholder Build a cohesive are we And what what they need Rally everyone dashboard Build a cohesive experience around a vision Shared priorities going to do about it? Plan to evolve and change goalspriorities Shared Shared Ongoing measuremen experience Rollout and adoption guidelines A single, master planShared goals Plan to evolve and change Management in budgetmeasurement Stay consistency optimization Ongoing andA single, master planLong-term Deliver training in budget Stay languageand optimization Management Minimize revisions Common training Long-term consistency on time language Minimize revisions CommonSuccess metrics Stakeholder Please our clients A realistic timeline Success metrics and adoption guidelines RolloutLet’s discuss content strategy. Stakeholder dashboard timeline Rally everyone (and ourselves) A realistic dashboard around a vision A single, master plan Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 20What is content strategy?Planning for the creation,aggregation, delivery, andgovernance of useful, usable,and appropriate content inan experience. Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 21What does that entail?Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 22First things first:Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 39More 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 Appropriate, Inc. © 2010

#gilbaneboston | @mbloomstein 60Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein All logos and pictures are property of their respective owners. Appropriate, Inc. © 2010

Content strategy: message matters

by Margot Bloomstein on Dec 03, 2010

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Content strategy: message matters — Presentation Transcript