More Related Content Similar to Content Strategy: Up to the Test! (20) More from Margot Bloomstein (20) Content Strategy: Up to the Test!10. @mbloomstein #UPA2012
© 2012
What happened here?
Could content strategy help?
• Kicking off content strategy within
constraints
• Testing content with an audit
• Communicating value
11. @mbloomstein #UPA2012
© 2012
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
12. @mbloomstein #UPA2012
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
13. @mbloomstein #UPA2012
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
15. @mbloomstein #UPA2012
© 2012
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
If you cannot accessibly
communicate the value of your work,
you will fail to get the work.
29. @mbloomstein #UPA2012
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture,
30. @mbloomstein #UPA2012
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials,
31. @mbloomstein #UPA2012
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate class reviews,
32. @mbloomstein #UPA2012
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate class reviews,
develop new brand guidelines…
33. @mbloomstein #UPA2012
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate class reviews,
develop new brand guidelines…
if you don’t know what you need to
communicate?
34. @mbloomstein #UPA2012
© 2012
If you don’t know WHAT
you need to communicate,
how will you know HOW,
or if you succeed?
You cannot measure quality—in content
or otherwise—without standards.
37. @mbloomstein #UPA2012
© 2012
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.”
“
39. @mbloomstein #UPA2012
© 2012
Message architecture
Premium technology
• Assertive; ready to perform as a driver’s car
• Proactive and supportive of spontaneity
Classic design
• Experienced and savvy
Cheekiness
• Smart,“punny,” hip
• Fun, gleeful
44. @mbloomstein #UPA2012
© 2012
If these emails are boring you
and you don’t mind missing out
on all the lip-smackin’ stuff
we’ll be sending in the future,
simply send a message to owner-
unsubscribe@insiders.miniusa.com
and include “Unsubscribe” and
your favorite fruit in the
subject field.
50. @mbloomstein #UPA2012
© 2012
Message architecture
Premium
• Quality in taste, feeling, ingredients, interactions
• Approachable: indulgences made accessible
Empowering, responsive, and consistent
• Always gracious and appropriate, polished
• Championing individuals
• Building from European heritage in the US
Community-minding
• Customer-oriented and socially conscious
51. @mbloomstein #UPA2012
© 2012
Opportunities 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?
65. @mbloomstein #UPA2012
© 2012
Why 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.
66. @mbloomstein #UPA2012
© 2012
Why 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.
67. @mbloomstein #UPA2012
© 2012
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
73. @mbloomstein #UPA2012
© 2012
So where to from here?
Content audit: measure quality against
the concrete aspirational attributes in the
message architecture.
(What is “good” anyway?)
75. @mbloomstein #UPA2012
© 2012
Message architecture
Passionate about strategic discovery
• Creative, spirited, inspired
• Visionary, innovative thought leader and industry leader
• Flexible
Tactical and hands-on
• In the trenches, in touch
• Detail-oriented and methodical
Pioneering
• Groundbreaking, trend-setting
• Modern and savvy
People-focused and market-driven
• Trusted by medical professionals, researchers, and media
• Industry news source
80. Audit to understand what you
have vs. what you need.
Before you start, know why:
What are you trying to learn?
83. @mbloomstein #UPA2012
© 2012
Every tab tracks the same data
Quantitative:
• 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?
84. @mbloomstein #UPA2012
© 2012
Every tab tracks the same data
Qualitative: 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?
87. @mbloomstein #UPA2012
© 2012
What 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?
88. @mbloomstein #UPA2012
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
89. @mbloomstein #UPA2012
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
90. @mbloomstein #UPA2012
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
91. @mbloomstein #UPA2012
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
By whom & when