#eduiconf | @mbloomstein 1Margot BloomsteinedUi October 13, 2011@mbloomstein#eduiconfCONTENT STRATEGY:SMART, USEFUL, &PAPE...
#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.   ...
#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                                    ...
#eduiconf | @mbloomstein 16Ensure cross-channel consistency         …among print            and web           and phone   ...
#eduiconf | @mbloomstein 17Ensure cross-channel consistency …between Twitter and Facebook                                 ...
#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 use...
#eduiconf | @mbloomstein 26©Skillset.org                                     © 2011
#eduiconf | @mbloomstein 27Put on your designer hat.How do you visualize abstract conceptswithout concrete terms?         ...
#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       Minim...
#eduiconf | @mbloomstein 37Old dog, new tricks:message architecture                                      © 2011
#eduiconf | @mbloomstein 38What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabula...
#eduiconf | @mbloomstein 39What’s a message architecture?Concrete, shared terminology—not abstract concepts.              ...
#eduiconf | @mbloomstein 40Words are valuable,but meaningless withoutcontext and priority.                                ...
#eduiconf | @mbloomstein 41Cardsorting:•   Engage in a tangible, hands-on way•   Encourage debate and conversation•   Iden...
#eduiconf | @mbloomstein 42                     © 2011
#eduiconf | @mbloomstein 43Prioritize key messages                                       © 2011
#eduiconf | @mbloomstein 44Prioritize key messagesDesign, write, and organizearound those messages                        ...
#eduiconf | @mbloomstein 45Prioritize key messagesDesign, write, and organizearound those messagesInvest time now to save ...
#eduiconf | @mbloomstein 46Why do this?Words are cheaper than comps.                                            © 2011
#eduiconf | @mbloomstein 47Why do this?Content strategy can help youcommunicate.                                          ...
#eduiconf | @mbloomstein 48Why do this?Content strategy can help youcommunicate—with less time,money, and stress.         ...
#eduiconf | @mbloomstein 49How can you do this?The money you save in early rounds ofcreative revision can more than pay fo...
#eduiconf | @mbloomstein 50Here’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and resp...
#eduiconf | @mbloomstein 51                     © 2011
#eduiconf | @mbloomstein 52From: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHell...
#eduiconf | @mbloomstein 53Message architecture…CheekyCustomer oriented and responsiveHelpful                             ...
#eduiconf | @mbloomstein 54Versus brand values?DesignInnovationCommunityExcellenceThese inspire, but without priority.    ...
#eduiconf | @mbloomstein 55Versus a mission or vision?“Great design for everyone”Vision and direction are different.This i...
#eduiconf | @mbloomstein 56                     © 2011
#eduiconf | @mbloomstein 57Message architecture?Gracious• Welcoming, anticipatory serviceElite and premium• Selective memb...
#eduiconf | @mbloomstein 58                     © 2011
#eduiconf | @mbloomstein 59                     © 2011
#eduiconf | @mbloomstein 60Elevating the distinct and whole person• Appreciative of the journey, supportiveRigorous, passi...
#eduiconf | @mbloomstein 61                     © 2011
#eduiconf | @mbloomstein 62IAs and project managers…How do you plan for the future if youdon’t fully understand the presen...
#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:/                                                     ...
#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 contenta...
#eduiconf | @mbloomstein 73Quantitative• Conduct a head count• Check parity of length and consistency  of structure       ...
#eduiconf | @mbloomstein 74Qualitative: is it good?Redundant, outdated, trivial?                                          ...
#eduiconf | @mbloomstein 75Qualitative: is it good?Accurate?Current?Relevant?              “Good” doesn’t have to be subje...
#eduiconf | @mbloomstein 76So where to from here?• Prioritize new content types against the  new communication goals.• Sta...
#eduiconf | @mbloomstein 77Content strategy can strengthenwhat you’re already doing.•   Rally everyone around a vision•   ...
#eduiconf | @mbloomstein 78Content strategy,your new bestfriend.                                         © 2011
#eduiconf | @mbloomstein 79But wait! There’s MORE!• Content Strategy Google Group• Meetup.com/  your local  content strat...
#eduiconf | @mbloomstein 80Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#edui...
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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 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.

Published in: Design, Technology, Business
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Content strategy SmartUsefulPaperTrained

  1. 1. #eduiconf | @mbloomstein 1Margot BloomsteinedUi October 13, 2011@mbloomstein#eduiconfCONTENT STRATEGY:SMART, USEFUL, &PAPER-TRAINED © 2011
  2. 2. #eduiconf | @mbloomstein 2©Skillset.org © 2011
  3. 3. #eduiconf | @mbloomstein 3Why content strategy? © 2011
  4. 4. #eduiconf | @mbloomstein 4Why content strategy?Because we all want the same thing,but content keeps getting in the way. © 2011
  5. 5. #eduiconf | @mbloomstein 5Integrate a new CMS © 2011
  6. 6. #eduiconf | @mbloomstein 6Deliver on time © 2011
  7. 7. #eduiconf | @mbloomstein 7Stay in budget © 2011
  8. 8. #eduiconf | @mbloomstein 8Minimize revisions © 2011
  9. 9. #eduiconf | @mbloomstein 9Maintain a consistent vision © 2011
  10. 10. #eduiconf | @mbloomstein 10Ensure the site can evolve © 2011
  11. 11. #eduiconf | @mbloomstein 11Support a holistic user experience © 2011
  12. 12. #eduiconf | @mbloomstein 12Maintain long-term consistency © 2011
  13. 13. #eduiconf | @mbloomstein 13Keep the voice in error messages © 2011
  14. 14. #eduiconf | @mbloomstein 14Ensure cross-channel consistency © 2011
  15. 15. #eduiconf | @mbloomstein 15Ensure cross-channel consistency …among multiple bloggers © 2011
  16. 16. #eduiconf | @mbloomstein 16Ensure cross-channel consistency …among print and web and phone © 2011
  17. 17. #eduiconf | @mbloomstein 17Ensure cross-channel consistency …between Twitter and Facebook © 2011
  18. 18. #eduiconf | @mbloomstein 18 © 2011
  19. 19. #eduiconf | @mbloomstein 19 That is wherecontent strategy can help. © 2011
  20. 20. #eduiconf | @mbloomstein 20http://www.zazzle.com/free_puppies_in_a_box_poster-228189291387833533 © 2011
  21. 21. #eduiconf | @mbloomstein 21Free like beer? © 2011
  22. 22. #eduiconf | @mbloomstein 22Free like speech? © 2011
  23. 23. #eduiconf | @mbloomstein 23Free like puppies. © 2011
  24. 24. #eduiconf | @mbloomstein 24 © 2011
  25. 25. #eduiconf | @mbloomstein 25What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content inan experience. © 2011
  26. 26. #eduiconf | @mbloomstein 26©Skillset.org © 2011
  27. 27. #eduiconf | @mbloomstein 27Put on your designer hat.How do you visualize abstract conceptswithout concrete terms? © 2011
  28. 28. #eduiconf | @mbloomstein 28Make us lookinnovative,but not risky. © 2011
  29. 29. #eduiconf | @mbloomstein 29Traditionalbut edgy. © 2011
  30. 30. #eduiconf | @mbloomstein 30©Warby Parker © 2011
  31. 31. #eduiconf | @mbloomstein 31More © 2011
  32. 32. #eduiconf | @mbloomstein 32Morelike © 2011
  33. 33. #eduiconf | @mbloomstein 33MorelikeApple. © 2011
  34. 34. #eduiconf | @mbloomstein 34 © 2011
  35. 35. #eduiconf | @mbloomstein 35 © 2011
  36. 36. #eduiconf | @mbloomstein 36More like Apple’s “messagearchitecture”Confident but approachable; accessibleSimple Minimal detail Streamlined and anticipatoryInviting, friendly Supportive but not fawning © 2011
  37. 37. #eduiconf | @mbloomstein 37Old dog, new tricks:message architecture © 2011
  38. 38. #eduiconf | @mbloomstein 38What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2011
  39. 39. #eduiconf | @mbloomstein 39What’s a message architecture?Concrete, shared terminology—not abstract concepts. © 2011
  40. 40. #eduiconf | @mbloomstein 40Words are valuable,but meaningless withoutcontext and priority. © 2011
  41. 41. #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
  42. 42. #eduiconf | @mbloomstein 42 © 2011
  43. 43. #eduiconf | @mbloomstein 43Prioritize key messages © 2011
  44. 44. #eduiconf | @mbloomstein 44Prioritize key messagesDesign, write, and organizearound those messages © 2011
  45. 45. #eduiconf | @mbloomstein 45Prioritize key messagesDesign, write, and organizearound those messagesInvest time now to save budgetfor later © 2011
  46. 46. #eduiconf | @mbloomstein 46Why do this?Words are cheaper than comps. © 2011
  47. 47. #eduiconf | @mbloomstein 47Why do this?Content strategy can help youcommunicate. © 2011
  48. 48. #eduiconf | @mbloomstein 48Why do this?Content strategy can help youcommunicate—with less time,money, and stress. © 2011
  49. 49. #eduiconf | @mbloomstein 49How can you do this?The money you save in early rounds ofcreative revision can more than pay foryour message architecture. © 2011
  50. 50. #eduiconf | @mbloomstein 50Here’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible © 2011
  51. 51. #eduiconf | @mbloomstein 51 © 2011
  52. 52. #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
  53. 53. #eduiconf | @mbloomstein 53Message architecture…CheekyCustomer oriented and responsiveHelpful © 2011
  54. 54. #eduiconf | @mbloomstein 54Versus brand values?DesignInnovationCommunityExcellenceThese inspire, but without priority. © 2011
  55. 55. #eduiconf | @mbloomstein 55Versus a mission or vision?“Great design for everyone”Vision and direction are different.This inspires, but isn’t tactical. © 2011
  56. 56. #eduiconf | @mbloomstein 56 © 2011
  57. 57. #eduiconf | @mbloomstein 57Message architecture?Gracious• Welcoming, anticipatory serviceElite and premium• Selective membership• “Curated” experiencesTraditional• Enduring heritage• Preserving appreciation for quality © 2011
  58. 58. #eduiconf | @mbloomstein 58 © 2011
  59. 59. #eduiconf | @mbloomstein 59 © 2011
  60. 60. #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
  61. 61. #eduiconf | @mbloomstein 61 © 2011
  62. 62. #eduiconf | @mbloomstein 62IAs and project managers…How do you plan for the future if youdon’t fully understand the present? © 2011
  63. 63. #eduiconf | @mbloomstein 63How long? © 2011
  64. 64. #eduiconf | @mbloomstein 64How many screens? © 2011
  65. 65. #eduiconf | @mbloomstein 65How many modules? © 2011
  66. 66. #eduiconf | @mbloomstein 66How many wireframes? © 2011
  67. 67. #eduiconf | @mbloomstein 67How many content types? © 2011
  68. 68. #eduiconf | @mbloomstein 68 Vision© http:/ © 2011 /www.flickr.com/photos/constructiondeal_marketing/4101803690/
  69. 69. #eduiconf | @mbloomstein 69What do we have? © 2011
  70. 70. #eduiconf | @mbloomstein 70How will we get more? © 2011
  71. 71. #eduiconf | @mbloomstein 71What do we have?Is it any good? © 2011
  72. 72. #eduiconf | @mbloomstein 72Conduct a content auditConduct a quantitative and qualitativeassessment of the current contentagainst the goals of the messagearchitecture. © 2011
  73. 73. #eduiconf | @mbloomstein 73Quantitative• Conduct a head count• Check parity of length and consistency of structure © 2011
  74. 74. #eduiconf | @mbloomstein 74Qualitative: is it good?Redundant, outdated, trivial? © 2011
  75. 75. #eduiconf | @mbloomstein 75Qualitative: is it good?Accurate?Current?Relevant? “Good” doesn’t have to be subjective! © 2011
  76. 76. #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
  77. 77. #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
  78. 78. #eduiconf | @mbloomstein 78Content strategy,your new bestfriend. © 2011
  79. 79. #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
  80. 80. #eduiconf | @mbloomstein 80Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#eduiconf © 2011

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