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Content strategy SmartUsefulPaperTrained

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Is content strategy the dog your team’s been begging you to adopt? Better yet, is it the dog that followed you home, and now you wonder if you can keep him? Go ahead, let him sleep at the foot of ...

Is content strategy the dog your team’s been begging you to adopt? Better yet, is it the dog that followed you home, and now you wonder if you can keep him? Go ahead, let him sleep at the foot of your bed. Whether you work in a team of one or in a large marketing group, in a university, museum, or library, content strategy is the smartest thing you can add to the family.
Attentive, loyal, consistent…we’re not just talking about Fido. If you’re trying to find ways to differentiate your brand, connect with your audience, prioritize competing features, and align those tactical decisions with larger communication goals, content strategy can help. Whether you focus on design, information architecture, social media, or other areas, we’ll discuss how you can incorporate insights from this aspect of user experience design into your next project. Learn the questions a content strategist would bring to the table so you help your work come in on time, on budget, and with consistency and compelling engagement. Discover how to make the case for content strategy to others in your organization—and why it’s worth it to teach an old dog new tricks.
Presented at edUi, #eduiconf, October 13, 2011.

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  • Thanks, John and Martina! John, I think the organizers may have recorded some of the sessions--so you might be able to get some of the experience that way.
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  • Very useful overview of content marketing. Looking forward to the book too! Keep in touch
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  • Great slide deck. I wish I could have attended this conference. A friend was telling me about it this past weekend but I wasn't able to make it. Really looking forward to your book.
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    Content strategy SmartUsefulPaperTrained Content strategy SmartUsefulPaperTrained Presentation Transcript

    • #eduiconf | @mbloomstein 1Margot BloomsteinedUi October 13, 2011@mbloomstein#eduiconfCONTENT STRATEGY:SMART, USEFUL, &PAPER-TRAINED © 2011
    • #eduiconf | @mbloomstein 2©Skillset.org © 2011
    • #eduiconf | @mbloomstein 3Why content strategy? © 2011
    • #eduiconf | @mbloomstein 4Why content strategy?Because we all want the same thing,but content keeps getting in the way. © 2011
    • #eduiconf | @mbloomstein 5Integrate a new CMS © 2011
    • #eduiconf | @mbloomstein 6Deliver on time © 2011
    • #eduiconf | @mbloomstein 7Stay in budget © 2011
    • #eduiconf | @mbloomstein 8Minimize revisions © 2011
    • #eduiconf | @mbloomstein 9Maintain a consistent vision © 2011
    • #eduiconf | @mbloomstein 10Ensure the site can evolve © 2011
    • #eduiconf | @mbloomstein 11Support a holistic user experience © 2011
    • #eduiconf | @mbloomstein 12Maintain long-term consistency © 2011
    • #eduiconf | @mbloomstein 13Keep the voice in error messages © 2011
    • #eduiconf | @mbloomstein 14Ensure cross-channel consistency © 2011
    • #eduiconf | @mbloomstein 15Ensure cross-channel consistency …among multiple bloggers © 2011
    • #eduiconf | @mbloomstein 16Ensure cross-channel consistency …among print and web and phone © 2011
    • #eduiconf | @mbloomstein 17Ensure cross-channel consistency …between Twitter and Facebook © 2011
    • #eduiconf | @mbloomstein 18 © 2011
    • #eduiconf | @mbloomstein 19 That is wherecontent strategy can help. © 2011
    • #eduiconf | @mbloomstein 20http://www.zazzle.com/free_puppies_in_a_box_poster-228189291387833533 © 2011
    • #eduiconf | @mbloomstein 21Free like beer? © 2011
    • #eduiconf | @mbloomstein 22Free like speech? © 2011
    • #eduiconf | @mbloomstein 23Free like puppies. © 2011
    • #eduiconf | @mbloomstein 24 © 2011
    • #eduiconf | @mbloomstein 25What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content inan experience. © 2011
    • #eduiconf | @mbloomstein 26©Skillset.org © 2011
    • #eduiconf | @mbloomstein 27Put on your designer hat.How do you visualize abstract conceptswithout concrete terms? © 2011
    • #eduiconf | @mbloomstein 28Make us lookinnovative,but not risky. © 2011
    • #eduiconf | @mbloomstein 29Traditionalbut edgy. © 2011
    • #eduiconf | @mbloomstein 30©Warby Parker © 2011
    • #eduiconf | @mbloomstein 31More © 2011
    • #eduiconf | @mbloomstein 32Morelike © 2011
    • #eduiconf | @mbloomstein 33MorelikeApple. © 2011
    • #eduiconf | @mbloomstein 34 © 2011
    • #eduiconf | @mbloomstein 35 © 2011
    • #eduiconf | @mbloomstein 36More like Apple’s “messagearchitecture”Confident but approachable; accessibleSimple Minimal detail Streamlined and anticipatoryInviting, friendly Supportive but not fawning © 2011
    • #eduiconf | @mbloomstein 37Old dog, new tricks:message architecture © 2011
    • #eduiconf | @mbloomstein 38What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2011
    • #eduiconf | @mbloomstein 39What’s a message architecture?Concrete, shared terminology—not abstract concepts. © 2011
    • #eduiconf | @mbloomstein 40Words are valuable,but meaningless withoutcontext and priority. © 2011
    • #eduiconf | @mbloomstein 41Cardsorting:• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2011
    • #eduiconf | @mbloomstein 42 © 2011
    • #eduiconf | @mbloomstein 43Prioritize key messages © 2011
    • #eduiconf | @mbloomstein 44Prioritize key messagesDesign, write, and organizearound those messages © 2011
    • #eduiconf | @mbloomstein 45Prioritize key messagesDesign, write, and organizearound those messagesInvest time now to save budgetfor later © 2011
    • #eduiconf | @mbloomstein 46Why do this?Words are cheaper than comps. © 2011
    • #eduiconf | @mbloomstein 47Why do this?Content strategy can help youcommunicate. © 2011
    • #eduiconf | @mbloomstein 48Why do this?Content strategy can help youcommunicate—with less time,money, and stress. © 2011
    • #eduiconf | @mbloomstein 49How can you do this?The money you save in early rounds ofcreative revision can more than pay foryour message architecture. © 2011
    • #eduiconf | @mbloomstein 50Here’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible © 2011
    • #eduiconf | @mbloomstein 51 © 2011
    • #eduiconf | @mbloomstein 52From: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHelloIm Little MOO - the bit of software that will be managing your order withmoo.com. It will shortly be sent to Big MOO, our print machine who will print itfor you in the next few days. Ill let you know when its done and on its way toyou.Remember, Im just a bit of software. So, if you have any questions regardingyour order please first read our Frequently Asked Questions or contact customerservices (who are real people!)Thanks,Little MOO, Print Robot © 2011
    • #eduiconf | @mbloomstein 53Message architecture…CheekyCustomer oriented and responsiveHelpful © 2011
    • #eduiconf | @mbloomstein 54Versus brand values?DesignInnovationCommunityExcellenceThese inspire, but without priority. © 2011
    • #eduiconf | @mbloomstein 55Versus a mission or vision?“Great design for everyone”Vision and direction are different.This inspires, but isn’t tactical. © 2011
    • #eduiconf | @mbloomstein 56 © 2011
    • #eduiconf | @mbloomstein 57Message architecture?Gracious• Welcoming, anticipatory serviceElite and premium• Selective membership• “Curated” experiencesTraditional• Enduring heritage• Preserving appreciation for quality © 2011
    • #eduiconf | @mbloomstein 58 © 2011
    • #eduiconf | @mbloomstein 59 © 2011
    • #eduiconf | @mbloomstein 60Elevating the distinct and whole person• Appreciative of the journey, supportiveRigorous, passionate, intense• Practical; research & problem-solvingWelcoming• Approachable, accessible; inclusive, not entitled• Fair and egalitarianEngaged• Progressive• Community-minded © 2011
    • #eduiconf | @mbloomstein 61 © 2011
    • #eduiconf | @mbloomstein 62IAs and project managers…How do you plan for the future if youdon’t fully understand the present? © 2011
    • #eduiconf | @mbloomstein 63How long? © 2011
    • #eduiconf | @mbloomstein 64How many screens? © 2011
    • #eduiconf | @mbloomstein 65How many modules? © 2011
    • #eduiconf | @mbloomstein 66How many wireframes? © 2011
    • #eduiconf | @mbloomstein 67How many content types? © 2011
    • #eduiconf | @mbloomstein 68 Vision© http:/ © 2011 /www.flickr.com/photos/constructiondeal_marketing/4101803690/
    • #eduiconf | @mbloomstein 69What do we have? © 2011
    • #eduiconf | @mbloomstein 70How will we get more? © 2011
    • #eduiconf | @mbloomstein 71What do we have?Is it any good? © 2011
    • #eduiconf | @mbloomstein 72Conduct a content auditConduct a quantitative and qualitativeassessment of the current contentagainst the goals of the messagearchitecture. © 2011
    • #eduiconf | @mbloomstein 73Quantitative• Conduct a head count• Check parity of length and consistency of structure © 2011
    • #eduiconf | @mbloomstein 74Qualitative: is it good?Redundant, outdated, trivial? © 2011
    • #eduiconf | @mbloomstein 75Qualitative: is it good?Accurate?Current?Relevant? “Good” doesn’t have to be subjective! © 2011
    • #eduiconf | @mbloomstein 76So where to from here?• Prioritize new content types against the new communication goals.• Stay “no” and have a strategy behind it.• Ask not “How many pages,” but “what do we need to meet our communication goals?” © 2011
    • #eduiconf | @mbloomstein 77Content strategy can strengthenwhat you’re already doing.• Rally everyone around a vision• Minimize early design revisions• Align budget to communication goals• Cut subjectivity in tactical decisions © 2011
    • #eduiconf | @mbloomstein 78Content strategy,your new bestfriend. © 2011
    • #eduiconf | @mbloomstein 79But wait! There’s MORE!• Content Strategy Google Group• Meetup.com/  your local content strategy chapter• Twitter: follow #contentstrategy• Content Strategy at Work, coming this spring! © 2011
    • #eduiconf | @mbloomstein 80Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#eduiconf © 2011