@mbloomstein #IAK12 1                 Margot Bloomstein                 IA Konferenz #IAK12                 May 9, 2012   ...
@mbloomstein #IAK12 2What?                        © 2012
@mbloomstein #IAK12 3What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,us...
@mbloomstein #IAK12 4Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #IAK12 5Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mod...
@mbloomstein #IAK12 6Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation.        ...
@mbloomstein #IAK12 7What?Who?                        © 2012
@mbloomstein #IAK12 8        ©Skillset.org                 © 2012
@mbloomstein #IAK12 9Why content strategy?Because we all want the same thing,but content keeps getting in the way.        ...
@mbloomstein #IAK12 10Deliver on time, on budget                                  © 2012
@mbloomstein #IAK12 11Maintain a consistent vision                                   © 2012
@mbloomstein #IAK12 12Support a holistic user experience                                      © 2012
@mbloomstein #IAK12 13Keep the voice in microcopy                                   © 2012
@mbloomstein #IAK12 14Ensure cross-channel consistency                                     © 2012
@mbloomstein #IAK12 15Ensure cross-channel consistency   …among multiple bloggers                                     © 2012
@mbloomstein #IAK12 16Ensure cross-channel consistency         …among print            and web           and phone        ...
@mbloomstein #IAK12 17Ensure cross-channel consistency …between Twitter and Facebook                                     ©...
@mbloomstein #IAK12 18Ensure cross-platform consistency   (and contextual relevance)                                      ...
@mbloomstein #IAK12 19First things first.What do you need to communicate?                                        © 2012
@mbloomstein #IAK12 20First things first.Why even do this…                                     © 2012
@mbloomstein #IAK12 21First things first.Why even do this…redesign the website,                                          ©...
@mbloomstein #IAK12 22First things first.Why even do this…redesign the website,start a new blog,                          ...
@mbloomstein #IAK12 23First things first.Why even do this…redesign the website,start a new blog, audit the content,       ...
@mbloomstein #IAK12 24First things first.Why even do this…redesign the website,start a new blog, audit the content, starte...
@mbloomstein #IAK12 25First things first.Why even do this…redesign the website,start a new blog, audit the content, starte...
@mbloomstein #IAK12 26First things first.Why even do this…redesign the website,start a new blog, audit the content, starte...
@mbloomstein #IAK12 27First things first.Why even do this…redesign the website,start a new blog, audit the content, starte...
@mbloomstein #IAK12 28First things first.Why even do this…redesign the website,start a new blog, audit the content, starte...
@mbloomstein #IAK12 29First things first.Why even do this…redesign the website,start a new blog, audit the content, starte...
@mbloomstein #IAK12 30If you don’t know WHATyou need to communicate,how will you know HOW,or if you succeed?              ...
@mbloomstein #IAK12 31What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.  ...
@mbloomstein #IAK12 32A little thing with big impact.                                      © 2012
@mbloomstein #IAK12 33 A little thing with big impact.“ How could we prove this is a car not like  anything else out there...
@mbloomstein #IAK12 34A little thing with big impact.                                      © 2012
@mbloomstein #IAK12 35Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive and...
@mbloomstein #IAK12 36                © 2012
@mbloomstein #IAK12 37                © 2012
@mbloomstein #IAK12 38                © 2012
@mbloomstein #IAK12 39                © 2012
@mbloomstein #IAK12 40If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll be se...
@mbloomstein #IAK12 41Message architecture drivesthe user experience                                     © 2012
@mbloomstein #IAK12 42…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction                ...
@mbloomstein #IAK12 43…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights                 ...
@mbloomstein #IAK12 44…and in the choice of featuresand content types                                     © 2012
@mbloomstein #IAK12 45Message architecturePremium• Quality in taste, feeling, ingredients, interactions• Approachable: ind...
@mbloomstein #IAK12 46Opportunities and problems• Do consumers feel like we hear them?• Do we create a sense that products...
@mbloomstein #IAK12 48                © 2012
Premium? Approachable? Responsive? Community-minded?
@mbloomstein #IAK12 50               © 2012
@mbloomstein #IAK12 51What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.  ...
@mbloomstein #IAK12 52What’s a message architecture?Concrete, shared terminology,not abstract concepts.                   ...
@mbloomstein #IAK12 53Make us lookinnovative,but not risky.                         © 2012
@mbloomstein #IAK12 54We want tobe hip, buttraditional.                         © 2012
@mbloomstein #IAK12 55©Warby Parker                                © 2012
@mbloomstein #IAK12 56Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them con...
@mbloomstein #IAK12 57What?Who?Why?                        © 2012
@mbloomstein #IAK12 58Why do this?Words are cheaper than comps.                                         © 2012
@mbloomstein #IAK12 59Why do this?Let creative colleagues refine the concept,rather than confirm the purpose.             ...
@mbloomstein #IAK12 60Why do this?You cannot know what you need until youknow what you have.                              ...
@mbloomstein #IAK12 61How?•   Engage in a tangible, hands-on way•   Encourage debate and conversation•   Identify points o...
@mbloomstein #IAK12 62Cardsorting• Pick 1 or 2 people to represent the brand• Everyone else: put on your content  strategy...
@mbloomstein #IAK12 63                © 2012
@mbloomstein #IAK12 64CardsortingStep one:• Who we are• Who we’re not• Who we’d like to beGo with your gut for about 20 mi...
@mbloomstein #IAK12 65                © 2012
@mbloomstein #IAK12 66CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 mi...
@mbloomstein #IAK12 67CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the s...
@mbloomstein #IAK12 68Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)          ...
@mbloomstein #IAK12 69So where to from here?Content audit: measure quality againstthe aspirational attributes in the messa...
@mbloomstein #IAK12 70Why do this?Choose new content types to manifest themessage architecture—not just becausethey’re tre...
@mbloomstein #IAK12 71So where to from here?New content types: prioritize featuresagainst the new communication goals.Trus...
@mbloomstein #IAK12 72Audit time!                              © 2012
@mbloomstein #IAK12 73Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionary, i...
@mbloomstein #IAK12 74                © 2012
@mbloomstein #IAK12 75Passionate? Creative? Hands-on? Pioneering and modern? Trusted?                                     ...
@mbloomstein #IAK12 76                © 2012
@mbloomstein #IAK12 77                © 2012
@mbloomstein #IAK12 78Audit to understand what youhave and what you need.Don’t just do it for fun.Before you can start, yo...
@mbloomstein #IAK12 79                © 2012
@mbloomstein #IAK12 80Each section gets its own tab…                                          © 2012
@mbloomstein #IAK12 81Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent?     • A...
@mbloomstein #IAK12 82Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, trivi...
@mbloomstein #IAK12 83                © 2012
@mbloomstein #IAK12 84Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  ...
@mbloomstein #IAK12 85What will you learn?•   What do we have?•   Is it any good?•   Do people even like it? (Check analyt...
@mbloomstein #IAK12 86Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mo...
@mbloomstein #IAK12 87Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mo...
@mbloomstein #IAK12 88Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mo...
@mbloomstein #IAK12 89Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent mo...
@mbloomstein #IAK12 90But first things first:What are you trying tocommunicate?What content do you have andwhat do you nee...
@mbloomstein #IAK12 91Danke!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to...
Content Strategy: What, Why, Why Should You Care?
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Content Strategy: What, Why, Why Should You Care?

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Are you ready to add content strategy to your resume? We'll gain some practical, hands-on experience together. Let's put a few sample organizations through the paces of "typical" process in a website redesign engagement. First, we’ll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise—ideal whether you’re designing for the web, a mobile app, social media, or an offline experience. Then we’ll discuss how you can use this foundation to conduct a content audit, and work together to do it. Finally, we’ll ask “so what?” We’ll uncover the implications of a content audit through a gap analysis that points to content needs and next steps for our sample organizations. You’ll leave with the confidence and savvy to bring content strategy techniques and thinking back to your own organization.

Presented at IA Konferenz 2012, Essen Germany; #IAK12, May 10, 2012.

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Content Strategy: What, Why, Why Should You Care?

  1. 1. @mbloomstein #IAK12 1 Margot Bloomstein IA Konferenz #IAK12 May 9, 2012 @mbloomsteinCONTENT STRATEGY: WHAT, WHY,WHY SHOULD YOU CARE? © 2012
  2. 2. @mbloomstein #IAK12 2What? © 2012
  3. 3. @mbloomstein #IAK12 3What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. © 2012
  4. 4. @mbloomstein #IAK12 4Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  5. 5. @mbloomstein #IAK12 5Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  6. 6. @mbloomstein #IAK12 6Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation. © 2012
  7. 7. @mbloomstein #IAK12 7What?Who? © 2012
  8. 8. @mbloomstein #IAK12 8 ©Skillset.org © 2012
  9. 9. @mbloomstein #IAK12 9Why content strategy?Because we all want the same thing,but content keeps getting in the way. © 2012
  10. 10. @mbloomstein #IAK12 10Deliver on time, on budget © 2012
  11. 11. @mbloomstein #IAK12 11Maintain a consistent vision © 2012
  12. 12. @mbloomstein #IAK12 12Support a holistic user experience © 2012
  13. 13. @mbloomstein #IAK12 13Keep the voice in microcopy © 2012
  14. 14. @mbloomstein #IAK12 14Ensure cross-channel consistency © 2012
  15. 15. @mbloomstein #IAK12 15Ensure cross-channel consistency …among multiple bloggers © 2012
  16. 16. @mbloomstein #IAK12 16Ensure cross-channel consistency …among print and web and phone © 2012
  17. 17. @mbloomstein #IAK12 17Ensure cross-channel consistency …between Twitter and Facebook © 2012
  18. 18. @mbloomstein #IAK12 18Ensure cross-platform consistency (and contextual relevance) © 2012
  19. 19. @mbloomstein #IAK12 19First things first.What do you need to communicate? © 2012
  20. 20. @mbloomstein #IAK12 20First things first.Why even do this… © 2012
  21. 21. @mbloomstein #IAK12 21First things first.Why even do this…redesign the website, © 2012
  22. 22. @mbloomstein #IAK12 22First things first.Why even do this…redesign the website,start a new blog, © 2012
  23. 23. @mbloomstein #IAK12 23First things first.Why even do this…redesign the website,start a new blog, audit the content, © 2012
  24. 24. @mbloomstein #IAK12 24First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, © 2012
  25. 25. @mbloomstein #IAK12 25First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, consolidate thecurrent site architecture, © 2012
  26. 26. @mbloomstein #IAK12 26First 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
  27. 27. @mbloomstein #IAK12 27First 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
  28. 28. @mbloomstein #IAK12 28First 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
  29. 29. @mbloomstein #IAK12 29First 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
  30. 30. @mbloomstein #IAK12 30If you don’t know WHATyou need to communicate,how will you know HOW,or if you succeed? © 2012
  31. 31. @mbloomstein #IAK12 31What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  32. 32. @mbloomstein #IAK12 32A little thing with big impact. © 2012
  33. 33. @mbloomstein #IAK12 33 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
  34. 34. @mbloomstein #IAK12 34A little thing with big impact. © 2012
  35. 35. @mbloomstein #IAK12 35Message 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
  36. 36. @mbloomstein #IAK12 36 © 2012
  37. 37. @mbloomstein #IAK12 37 © 2012
  38. 38. @mbloomstein #IAK12 38 © 2012
  39. 39. @mbloomstein #IAK12 39 © 2012
  40. 40. @mbloomstein #IAK12 40If 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
  41. 41. @mbloomstein #IAK12 41Message architecture drivesthe user experience © 2012
  42. 42. @mbloomstein #IAK12 42…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2012
  43. 43. @mbloomstein #IAK12 43…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2012
  44. 44. @mbloomstein #IAK12 44…and in the choice of featuresand content types © 2012
  45. 45. @mbloomstein #IAK12 45Message 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
  46. 46. @mbloomstein #IAK12 46Opportunities 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
  47. 47. @mbloomstein #IAK12 48 © 2012
  48. 48. Premium? Approachable? Responsive? Community-minded?
  49. 49. @mbloomstein #IAK12 50 © 2012
  50. 50. @mbloomstein #IAK12 51What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  51. 51. @mbloomstein #IAK12 52What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2012
  52. 52. @mbloomstein #IAK12 53Make us lookinnovative,but not risky. © 2012
  53. 53. @mbloomstein #IAK12 54We want tobe hip, buttraditional. © 2012
  54. 54. @mbloomstein #IAK12 55©Warby Parker © 2012
  55. 55. @mbloomstein #IAK12 56Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them context.) © 2012
  56. 56. @mbloomstein #IAK12 57What?Who?Why? © 2012
  57. 57. @mbloomstein #IAK12 58Why do this?Words are cheaper than comps. © 2012
  58. 58. @mbloomstein #IAK12 59Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2012
  59. 59. @mbloomstein #IAK12 60Why do this?You cannot know what you need until youknow what you have. © 2012
  60. 60. @mbloomstein #IAK12 61How?• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2012
  61. 61. @mbloomstein #IAK12 62Cardsorting• Pick 1 or 2 people to represent the brand• Everyone else: put on your content strategy hats! © 2012
  62. 62. @mbloomstein #IAK12 63 © 2012
  63. 63. @mbloomstein #IAK12 64CardsortingStep one:• Who we are• Who we’re not• Who we’d like to beGo with your gut for about 20 minutes. © 2012
  64. 64. @mbloomstein #IAK12 65 © 2012
  65. 65. @mbloomstein #IAK12 66CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 minutes © 2012
  66. 66. @mbloomstein #IAK12 67CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of those aspirations~10 minutes © 2012
  67. 67. @mbloomstein #IAK12 68Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2012
  68. 68. @mbloomstein #IAK12 69So where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2012
  69. 69. @mbloomstein #IAK12 70Why do this?Choose new content types to manifest themessage architecture—not just becausethey’re trendy. © 2012
  70. 70. @mbloomstein #IAK12 71So where to from here?New content types: prioritize featuresagainst the new communication goals.Trust and transparency? Testimonials.Thought leadership? “In the news”features. © 2012
  71. 71. @mbloomstein #IAK12 72Audit time! © 2012
  72. 72. @mbloomstein #IAK12 73Message 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
  73. 73. @mbloomstein #IAK12 74 © 2012
  74. 74. @mbloomstein #IAK12 75Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2012
  75. 75. @mbloomstein #IAK12 76 © 2012
  76. 76. @mbloomstein #IAK12 77 © 2012
  77. 77. @mbloomstein #IAK12 78Audit to understand what youhave and what you need.Don’t just do it for fun.Before you can start, you needto know why.What are you trying to learn? © 2012
  78. 78. @mbloomstein #IAK12 79 © 2012
  79. 79. @mbloomstein #IAK12 80Each section gets its own tab… © 2012
  80. 80. @mbloomstein #IAK12 81Every 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
  81. 81. @mbloomstein #IAK12 82Every 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
  82. 82. @mbloomstein #IAK12 83 © 2012
  83. 83. @mbloomstein #IAK12 84Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2012
  84. 84. @mbloomstein #IAK12 85What will you learn?• What do we have?• Is it any good?• Do people even like it? (Check analytics!)• What do we need to update?• What do we need to translate?• Where do we need more? © 2012
  85. 85. @mbloomstein #IAK12 86Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  86. 86. @mbloomstein #IAK12 87Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  87. 87. @mbloomstein #IAK12 88Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelines © 2012
  88. 88. @mbloomstein #IAK12 89Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelinesBy whom & when © 2012
  89. 89. @mbloomstein #IAK12 90But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that? © 2012
  90. 90. @mbloomstein #IAK12 91Danke!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWork © 2012

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