@mbloomstein #UPA2012      Margot Bloomstein      UPA June 4, 2012      #UPA2012      @mbloomsteinCONTENT STRATEGY   UP TO...
@mbloomstein #UPA2012OK = Yes?Don’t mess my mental model, man!                                       © 2012
@mbloomstein #UPA2012                                              CC LICENSED BY SYBREN A. STUVELINCONSISTENCY &INACCURAC...
@mbloomstein #UPA2012What happened here?Could content strategy help?                                  © 2012
@mbloomstein #UPA2012What happened here?Could content strategy help?• Kicking off content strategy within  constraints    ...
@mbloomstein #UPA2012What happened here?Could content strategy help?• Kicking off content strategy within  constraints• Te...
@mbloomstein #UPA2012What happened here?Could content strategy help?• Kicking off content strategy within  constraints• Te...
@mbloomstein #UPA2012What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,us...
@mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #UPA2012Deliverables aremerely punctuation inthe conversation.They cannot replacethe conversation.           ...
@mbloomstein #UPA2012Why content strategy?Because we all want the same thing,but content keeps getting in the way.If you c...
@mbloomstein #UPA2012       ©Skillset.org                © 2012
@mbloomstein #UPA2012Deliver on time, on budget                                 © 2012
@mbloomstein #UPA2012Maintain a consistent vision                                 © 2012
@mbloomstein #UPA2012Support a holistic user experience                                    © 2012
@mbloomstein #UPA2012Keep the voice in microcopy                                 © 2012
@mbloomstein #UPA2012Ensure cross-channel consistency                                   © 2012
@mbloomstein #UPA2012Ensure cross-platform consistency   (and contextual relevance)                                    © 2...
@mbloomstein #UPA2012First things first.What do you need to communicate?                                       © 2012
@mbloomstein #UPA2012First things first.Why even do this…                                    © 2012
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,                                        © 2012
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog,                           ...
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content,        ...
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, starten...
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, starten...
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, starten...
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, starten...
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, starten...
@mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, starten...
@mbloomstein #UPA2012If you don’t know WHATyou need to communicate,how will you know HOW,or if you succeed?   You cannot m...
@mbloomstein #UPA2012What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.   ...
@mbloomstein #UPA2012A little thing with big impact.                                    © 2012
@mbloomstein #UPA2012 A little thing with big impact.“ How could we prove this is a car not like  anything else out there?...
@mbloomstein #UPA2012A little thing with big impact.                                    © 2012
@mbloomstein #UPA2012Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive and ...
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll be sen...
@mbloomstein #UPA2012Message architecture drivesthe user experience                                    © 2012
@mbloomstein #UPA2012…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction                 ...
@mbloomstein #UPA2012…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights                  ...
@mbloomstein #UPA2012…and in the choice of featuresand content types                                    © 2012
@mbloomstein #UPA2012…so you can assess all of that.                                   © 2012
@mbloomstein #UPA2012Message architecturePremium• Quality in taste, feeling, ingredients, interactions• Approachable: indu...
@mbloomstein #UPA2012Opportunities and problems• Do consumers feel like we hear them?• Do we create a sense that products ...
@mbloomstein #UPA2012              © 2012
Premium? Approachable? Responsive? Community-minded?
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.   ...
@mbloomstein #UPA2012What’s a message architecture?Concrete, shared terminology,not abstract concepts.                    ...
@mbloomstein #UPA2012Make us lookinnovative,but not risky.                       © 2012
@mbloomstein #UPA2012We want tobe hip, buttraditional.                       © 2012
@mbloomstein #UPA2012©Warby Parker                              © 2012
@mbloomstein #UPA2012Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them cont...
@mbloomstein #UPA2012What?Who?Why?                      © 2012
@mbloomstein #UPA2012Why do this?• Words are cheaper than comps.                                        © 2012
@mbloomstein #UPA2012Why do this?• Words are cheaper than comps.• Let creative colleagues refine the concept,  rather than...
@mbloomstein #UPA2012Why do this?• Words are cheaper than comps.• Let creative colleagues refine the concept,  rather than...
@mbloomstein #UPA2012Why do this?• Words are cheaper than comps.• Let creative colleagues refine the concept,  rather than...
@mbloomstein #UPA2012How?•   Engage in a tangible, hands-on way•   Encourage debate and conversation•   Identify points of...
@mbloomstein #UPA2012Cardsorting!                             © 2012
@mbloomstein #UPA2012Step one:• Who we are• Who we’re not• Who we’d like to be~20 minutes + assessment                    ...
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012Step two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 minutes + asse...
@mbloomstein #UPA2012Step three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of thos...
@mbloomstein #UPA2012So where to from here?Content audit: measure quality againstthe concrete aspirational attributes in t...
@mbloomstein #UPA2012Audit time!                            © 2012
@mbloomstein #UPA2012Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionary, in...
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012Passionate? Creative? Hands-on? Pioneering and modern? Trusted?                                      ...
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012              © 2012
Audit to understand what youhave vs. what you need.Before you start, know why:What are you trying to learn?
Test functionality and brandcommunication.Forget one, and you omit halfthe user experience.
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent?     • Ar...
@mbloomstein #UPA2012Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, trivia...
@mbloomstein #UPA2012              © 2012
@mbloomstein #UPA2012Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  S...
@mbloomstein #UPA2012What can you learn?• What do we have?• Is it good? Does it meet communication  goals?• Do people even...
@mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #UPA2012But first things first:What are you trying tocommunicate?Does your content measure upto those goals? ...
@mbloomstein #UPA2012Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn...
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!
Content Strategy: Up to the Test!
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Content Strategy: Up to the Test!

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You've heard of content strategy, but is it up to the test? And if you submit your content to usability testing, are you testing the right things? This is bigger than learning about labels and confirming calls to action--so strap in for an exciting evening. We've got a lot to discuss!

Gain insight to content strategy processes and learn how to evaluate quality in the eyes of your target audience. Learn how--and why--to establish a hierarchy of communication goals in a message architecture with a hands-on exercise. Test out a basic content audit to evaluate content quantitatively and qualitatively. Draw on user feedback to determine content needs and next steps for content creation. Learn how to inform your work with an air-tight approach to better user experiences--and why no organization can afford to avoid content strategy. You'll leave with the confidence and savvy to bring content strategy thinking into your own process.

Presented at UPA 2012, Las Vegas; #UPA2012, June 4, 2012.

Published in: Design, Technology
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Content Strategy: Up to the Test!

  1. 1. @mbloomstein #UPA2012 Margot Bloomstein UPA June 4, 2012 #UPA2012 @mbloomsteinCONTENT STRATEGY UP TO THE TEST © 2012
  2. 2. @mbloomstein #UPA2012OK = Yes?Don’t mess my mental model, man! © 2012
  3. 3. @mbloomstein #UPA2012 CC LICENSED BY SYBREN A. STUVELINCONSISTENCY &INACCURACYbeyond just a label © 2012
  4. 4. @mbloomstein #UPA2012What happened here?Could content strategy help? © 2012
  5. 5. @mbloomstein #UPA2012What happened here?Could content strategy help?• Kicking off content strategy within constraints © 2012
  6. 6. @mbloomstein #UPA2012What happened here?Could content strategy help?• Kicking off content strategy within constraints• Testing content with an audit © 2012
  7. 7. @mbloomstein #UPA2012What happened here?Could content strategy help?• Kicking off content strategy within constraints• Testing content with an audit• Communicating value © 2012
  8. 8. @mbloomstein #UPA2012What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. © 2012
  9. 9. @mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  10. 10. @mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  11. 11. @mbloomstein #UPA2012Deliverables aremerely punctuation inthe conversation.They cannot replacethe conversation. © 2012
  12. 12. @mbloomstein #UPA2012Why content strategy?Because we all want the same thing,but content keeps getting in the way.If you cannot accessiblycommunicate the value of your work,you will fail to get the work. © 2012
  13. 13. @mbloomstein #UPA2012 ©Skillset.org © 2012
  14. 14. @mbloomstein #UPA2012Deliver on time, on budget © 2012
  15. 15. @mbloomstein #UPA2012Maintain a consistent vision © 2012
  16. 16. @mbloomstein #UPA2012Support a holistic user experience © 2012
  17. 17. @mbloomstein #UPA2012Keep the voice in microcopy © 2012
  18. 18. @mbloomstein #UPA2012Ensure cross-channel consistency © 2012
  19. 19. @mbloomstein #UPA2012Ensure cross-platform consistency (and contextual relevance) © 2012
  20. 20. @mbloomstein #UPA2012First things first.What do you need to communicate? © 2012
  21. 21. @mbloomstein #UPA2012First things first.Why even do this… © 2012
  22. 22. @mbloomstein #UPA2012First things first.Why even do this…redesign the website, © 2012
  23. 23. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, © 2012
  24. 24. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, © 2012
  25. 25. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, © 2012
  26. 26. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, consolidate thecurrent site architecture, © 2012
  27. 27. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, © 2012
  28. 28. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, incorporate class reviews, © 2012
  29. 29. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, incorporate class reviews,develop new brand guidelines… © 2012
  30. 30. @mbloomstein #UPA2012First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, consolidate thecurrent site architecture, add videotestimonials, incorporate class reviews,develop new brand guidelines…if you don’t know what you need tocommunicate? © 2012
  31. 31. @mbloomstein #UPA2012If you don’t know WHATyou need to communicate,how will you know HOW,or if you succeed? You cannot measure quality—in content or otherwise—without standards. © 2012
  32. 32. @mbloomstein #UPA2012What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  33. 33. @mbloomstein #UPA2012A little thing with big impact. © 2012
  34. 34. @mbloomstein #UPA2012 A little thing with big impact.“ How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.” © 2012
  35. 35. @mbloomstein #UPA2012A little thing with big impact. © 2012
  36. 36. @mbloomstein #UPA2012Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive and supportive of spontaneityClassic design• Experienced and savvyCheekiness• Smart, “punny,” hip• Fun, gleeful © 2012
  37. 37. @mbloomstein #UPA2012 © 2012
  38. 38. @mbloomstein #UPA2012 © 2012
  39. 39. @mbloomstein #UPA2012 © 2012
  40. 40. @mbloomstein #UPA2012 © 2012
  41. 41. @mbloomstein #UPA2012If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll be sending in the future,simply send a message to owner-unsubscribe@insiders.miniusa.comand include “Unsubscribe” andyour favorite fruit in thesubject field. © 2012
  42. 42. @mbloomstein #UPA2012Message architecture drivesthe user experience © 2012
  43. 43. @mbloomstein #UPA2012…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2012
  44. 44. @mbloomstein #UPA2012…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2012
  45. 45. @mbloomstein #UPA2012…and in the choice of featuresand content types © 2012
  46. 46. @mbloomstein #UPA2012…so you can assess all of that. © 2012
  47. 47. @mbloomstein #UPA2012Message architecturePremium• Quality in taste, feeling, ingredients, interactions• Approachable: indulgences made accessibleEmpowering, responsive, and consistent• Always gracious and appropriate, polished• Championing individuals• Building from European heritage in the USCommunity-minding• Customer-oriented and socially conscious © 2012
  48. 48. @mbloomstein #UPA2012Opportunities and problems• Do consumers feel like we hear them?• Do we create a sense that products fit a range of settings and lifestyles?• Do we communicate the quality of products in a competitive way? © 2012
  49. 49. @mbloomstein #UPA2012 © 2012
  50. 50. Premium? Approachable? Responsive? Community-minded?
  51. 51. @mbloomstein #UPA2012 © 2012
  52. 52. @mbloomstein #UPA2012What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  53. 53. @mbloomstein #UPA2012What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2012
  54. 54. @mbloomstein #UPA2012Make us lookinnovative,but not risky. © 2012
  55. 55. @mbloomstein #UPA2012We want tobe hip, buttraditional. © 2012
  56. 56. @mbloomstein #UPA2012©Warby Parker © 2012
  57. 57. @mbloomstein #UPA2012Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them context.) © 2012
  58. 58. @mbloomstein #UPA2012What?Who?Why? © 2012
  59. 59. @mbloomstein #UPA2012Why do this?• Words are cheaper than comps. © 2012
  60. 60. @mbloomstein #UPA2012Why do this?• Words are cheaper than comps.• Let creative colleagues refine the concept, rather than confirm the purpose. © 2012
  61. 61. @mbloomstein #UPA2012Why do this?• Words are cheaper than comps.• Let creative colleagues refine the concept, rather than confirm the purpose.• You cannot know what you need until you know what you have. © 2012
  62. 62. @mbloomstein #UPA2012Why do this?• Words are cheaper than comps.• Let creative colleagues refine the concept, rather than confirm the purpose.• You cannot know what you need until you know what you have.• Gain standards against which to test content. © 2012
  63. 63. @mbloomstein #UPA2012How?• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2012
  64. 64. @mbloomstein #UPA2012Cardsorting! © 2012
  65. 65. @mbloomstein #UPA2012Step one:• Who we are• Who we’re not• Who we’d like to be~20 minutes + assessment © 2012
  66. 66. @mbloomstein #UPA2012 © 2012
  67. 67. @mbloomstein #UPA2012Step two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 minutes + assessment © 2012
  68. 68. @mbloomstein #UPA2012Step three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of those aspirations~10 minutes © 2012
  69. 69. @mbloomstein #UPA2012So where to from here?Content audit: measure quality againstthe concrete aspirational attributes in themessage architecture.(What is “good” anyway?) © 2012
  70. 70. @mbloomstein #UPA2012Audit time! © 2012
  71. 71. @mbloomstein #UPA2012Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionary, innovative thought leader and industry leader• FlexibleTactical and hands-on• In the trenches, in touch• Detail-oriented and methodicalPioneering• Groundbreaking, trend-setting• Modern and savvyPeople-focused and market-driven• Trusted by medical professionals, researchers, and media• Industry news source © 2012
  72. 72. @mbloomstein #UPA2012 © 2012
  73. 73. @mbloomstein #UPA2012Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2012
  74. 74. @mbloomstein #UPA2012 © 2012
  75. 75. @mbloomstein #UPA2012 © 2012
  76. 76. Audit to understand what youhave vs. what you need.Before you start, know why:What are you trying to learn?
  77. 77. Test functionality and brandcommunication.Forget one, and you omit halfthe user experience.
  78. 78. @mbloomstein #UPA2012 © 2012
  79. 79. @mbloomstein #UPA2012Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent? • Are similar content types consistent in size and structure? • Is there parity of length, level of detail, and tone? © 2012
  80. 80. @mbloomstein #UPA2012Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, trivial• Current, relevant, and appropriate to the message architecture• Does it serve the communication goals?• Does it speak to the target audience? © 2012
  81. 81. @mbloomstein #UPA2012 © 2012
  82. 82. @mbloomstein #UPA2012Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2012
  83. 83. @mbloomstein #UPA2012What can you learn?• What do we have?• Is it good? Does it meet communication goals?• Do people even like it? (Check analytics!)• What do we need to update / translate / augment? © 2012
  84. 84. @mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  85. 85. @mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  86. 86. @mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelines © 2012
  87. 87. @mbloomstein #UPA2012Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelinesBy whom & when © 2012
  88. 88. @mbloomstein #UPA2012But first things first:What are you trying tocommunicate?Does your content measure upto those goals? © 2012
  89. 89. @mbloomstein #UPA2012Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWork © 2012

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