More Related Content Similar to Content strategy SmartUsefulPaperTrained (20) More from Margot Bloomstein (20) Content strategy SmartUsefulPaperTrained1. #eduiconf | @mbloomstein 1
© 2011© 2011
Margot Bloomstein
edUi October 13, 2011
@mbloomstein
#eduiconf
CONTENT STRATEGY:
SMART, USEFUL, &
PAPER-TRAINED
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Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
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Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in
an experience.
What is content strategy?
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Put on your designer hat.
How do you visualize abstract concepts
without concrete terms?
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More like Apple’s “message
architecture”
Confident but approachable; accessible
Simple
Minimal detail
Streamlined and anticipatory
Inviting, friendly
Supportive but not fawning
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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What’s a message architecture?
Concrete, shared terminology—
not abstract concepts.
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Cardsorting:
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
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Prioritize key messages
Design, write, and organize
around those messages
Invest time now to save budget
for later
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Why do this?
Content strategy can help you
communicate—with less time,
money, and stress.
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How can you do this?
The money you save in early rounds of
creative revision can more than pay for
your message architecture.
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Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
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From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'm Little MOO - the bit of software that will be managing your order with
moo.com. It will shortly be sent to Big MOO, our print machine who will print it
for you in the next few days. I'll let you know when it's done and on its way to
you.
Remember, I'm just a bit of software. So, if you have any questions regarding
your order please first read our Frequently Asked Questions or contact customer
services (who are real people!)
Thanks,
Little MOO, Print Robot
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Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but without priority.
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Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.
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Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
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Elevating the distinct and whole person
• Appreciative of the journey, supportive
Rigorous, passionate, intense
• Practical; research & problem-solving
Welcoming
• Approachable, accessible; inclusive, not
entitled
• Fair and egalitarian
Engaged
• Progressive
• Community-minded
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IAs and project managers…
How do you plan for the future if you
don’t fully understand the present?
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Conduct a content audit
Conduct a quantitative and qualitative
assessment of the current content
against the goals of the message
architecture.
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Quantitative
• Conduct a head count
• Check parity of length and consistency
of structure
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Qualitative: is it good?
Accurate?
Current?
Relevant?
“Good” doesn’t have to be subjective!
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So 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?”
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Content strategy can strengthen
what you’re already doing.
• Rally everyone around a vision
• Minimize early design revisions
• Align budget to communication goals
• Cut subjectivity in tactical decisions
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But 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!
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Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#eduiconf