Content strategy: message matters

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Is content an afterthought when you chart a path to consumer engagement? Web content is the key to a successful user experience and delivering a consistent brand message. Presented at Gilbane Boston 2010 (#gilbaneboston), this session outlined how to develop messaging to kick off the content strategy process.

Part 1 of 2.
Colleen Jones presented the second half, Content Strategy: The Secret of Engagement (http://www.slideshare.net/leenjones/content-strategy-the-secret)

Presented at Gilbane Boston, #gilbaneboston, December 2, 2010.

Published in: Design, Business, Technology
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Content strategy: message matters

  1. #gilbaneboston | @mbloomstein 1 Margot Bloomstein @mbloomstein #gilbaneboston Gilbane Boston 120210Content strategy: Message matters. Appropriate, Inc. © 2010 flickr.com/KandyJaxx
  2. #gilbaneboston | @mbloomstein 2Why content strategy? Appropriate, Inc. © 2010
  3. #gilbaneboston | @mbloomstein 3Why content strategy?Because we all want the same things,but content keeps getting in the way. Appropriate, Inc. © 2010
  4. #gilbaneboston | @mbloomstein 4©Skillset.org Appropriate, Inc. © 2010
  5. #gilbaneboston | @mbloomstein 5Deliveron time Appropriate, Inc. © 2010
  6. #gilbaneboston | @mbloomstein 6 Stay in budgetDeliveron time Appropriate, Inc. © 2010
  7. #gilbaneboston | @mbloomstein 7 Give users what they need Stay in budgetDeliveron time Appropriate, Inc. © 2010
  8. #gilbaneboston | @mbloomstein 8 Give users what they need Stay in budgetDeliveron time Please our clients (and ourselves) Appropriate, Inc. © 2010
  9. #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
  10. #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
  11. #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
  12. #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
  13. #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
  14. #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
  15. #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
  16. #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
  17. #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
  18. #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
  19. #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
  20. #gilbaneboston | @mbloomstein 20What is content strategy?Planning for the creation,aggregation, delivery, andgovernance of useful, usable,and appropriate content inan experience. Appropriate, Inc. © 2010
  21. #gilbaneboston | @mbloomstein 21What does that entail?Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines Appropriate, Inc. © 2010
  22. #gilbaneboston | @mbloomstein 22First things first:Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines Appropriate, Inc. © 2010
  23. #gilbaneboston | @mbloomstein 23First things first:What are your communication goals? Appropriate, Inc. © 2010
  24. #gilbaneboston | @mbloomstein 24First things first:Why do this? Appropriate, Inc. © 2010
  25. #gilbaneboston | @mbloomstein 25First things first:If you don’t know WHY,how will you know HOWor if you did it right? Appropriate, Inc. © 2010
  26. #gilbaneboston | @mbloomstein 26Before blogging Appropriate, Inc. © 2010
  27. #gilbaneboston | @mbloomstein 27Before auditing Appropriate, Inc. © 2010
  28. #gilbaneboston | @mbloomstein 28Even beforechoosing the CMS… Appropriate, Inc. © 2010
  29. #gilbaneboston | @mbloomstein 29... establish a prioritized list of communication goals, or message architecture. Appropriate, Inc. © 2010
  30. #gilbaneboston | @mbloomstein 30How do you conveyabstract conceptswithout concreteterms? Appropriate, Inc. © 2010
  31. #gilbaneboston | @mbloomstein 31How do you conveyabstract conceptswithout concreteterms? Make us sound innovative! Appropriate, Inc. © 2010
  32. #gilbaneboston | @mbloomstein 32 How do you convey abstract conceptsTraditional, without concretebut not terms?conservative. Make us sound innovative! Appropriate, Inc. © 2010
  33. #gilbaneboston | @mbloomstein 33More How do you convey abstract concepts Traditional, without concrete but not terms? conservative. Make us sound innovative! Appropriate, Inc. © 2010
  34. #gilbaneboston | @mbloomstein 34More like How do you convey abstract concepts Traditional, without concrete but not terms? conservative. Make us sound innovative! Appropriate, Inc. © 2010
  35. #gilbaneboston | @mbloomstein 35More like Apple How do you convey abstract concepts Traditional, without concrete but not terms? conservative. Make us sound innovative! Appropriate, Inc. © 2010
  36. #gilbaneboston | @mbloomstein 36More like Apple? Appropriate, Inc. © 2010
  37. #gilbaneboston | @mbloomstein 37More like Apple? Appropriate, Inc. © 2010
  38. #gilbaneboston | @mbloomstein 38More like Apple?How does a blackmock turtlenecksound any way? Appropriate, Inc. © 2010
  39. #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
  40. #gilbaneboston | @mbloomstein 40How do you convey abstractconcepts without concreteterms? Appropriate, Inc. © 2010
  41. #gilbaneboston | @mbloomstein 41Use a message architecture:prioritized brand attributesthat stem from a sharedvocabulary. Appropriate, Inc. © 2010
  42. #gilbaneboston | @mbloomstein 42Appropriate, Inc. © 2010
  43. #gilbaneboston | @mbloomstein 43Appropriate, Inc. © 2010
  44. #gilbaneboston | @mbloomstein 44Prioritize key messages Appropriate, Inc. © 2010
  45. #gilbaneboston | @mbloomstein 45Design, write, label, andorganize around thosemessages Appropriate, Inc. © 2010
  46. #gilbaneboston | @mbloomstein 46Choose content types thatsupport those messages Appropriate, Inc. © 2010
  47. #gilbaneboston | @mbloomstein 47? Why do this? Appropriate, Inc. © 2010
  48. #gilbaneboston | @mbloomstein 48Content and design thatshare a message architecturedrive a more cohesive andconsistent user experience. Appropriate, Inc. © 2010
  49. #gilbaneboston | @mbloomstein 49Appropriate, Inc. © 2010
  50. #gilbaneboston | @mbloomstein 50Use the message architectureto prioritize new features,upsell new content types, andanticipate user-generatedcontent. Appropriate, Inc. © 2010
  51. #gilbaneboston | @mbloomstein 51Appropriate, Inc. © 2010
  52. #gilbaneboston | @mbloomstein 52 Live help!Social sharing! Video! Glossary! Testimonials! Appropriate, Inc. © 2010
  53. #gilbaneboston | @mbloomstein 53Appropriate, Inc. © 2010
  54. #gilbaneboston | @mbloomstein 54 CleanMinimalist Laid back Appropriate, Inc. © 2010
  55. #gilbaneboston | @mbloomstein 55$ Get it all right in fewer rounds of revision Appropriate, Inc. © 2010
  56. #gilbaneboston | @mbloomstein 56$ Get it all right in fewer rounds of revision, plus fewer rounds of creative revision easily pay for up-front content strategy. Appropriate, Inc. © 2010
  57. #gilbaneboston | @mbloomstein 57$ Your client wanted a new website because they wanted to say something new, right? Don’t let them waste their money. Appropriate, Inc. © 2010
  58. #gilbaneboston | @mbloomstein 58? How can you differentiate that message through high-quality content? Appropriate, Inc. © 2010
  59. #gilbaneboston | @mbloomstein 59? How can you differentiate that message through high-quality content? Colleen Jones… Appropriate, Inc. © 2010
  60. #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

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