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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 ...

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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http://appropriateinc.com 18
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Content Strategy: What, Why, Why Should You Care? Content Strategy: What, Why, Why Should You Care? Presentation Transcript

  • @mbloomstein #IAK12 1 Margot Bloomstein IA Konferenz #IAK12 May 9, 2012 @mbloomsteinCONTENT STRATEGY: WHAT, WHY,WHY SHOULD YOU CARE? © 2012
  • @mbloomstein #IAK12 2What? © 2012
  • @mbloomstein #IAK12 3What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. © 2012
  • @mbloomstein #IAK12 4Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  • @mbloomstein #IAK12 5Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  • @mbloomstein #IAK12 6Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation. © 2012
  • @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. © 2012
  • @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 © 2012
  • @mbloomstein #IAK12 17Ensure cross-channel consistency …between Twitter and Facebook © 2012
  • @mbloomstein #IAK12 18Ensure cross-platform consistency (and contextual relevance) © 2012
  • @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, © 2012
  • @mbloomstein #IAK12 22First things first.Why even do this…redesign the website,start a new blog, © 2012
  • @mbloomstein #IAK12 23First things first.Why even do this…redesign the website,start a new blog, audit the content, © 2012
  • @mbloomstein #IAK12 24First things first.Why even do this…redesign the website,start a new blog, audit the content, startengaging on Twitter, © 2012
  • @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
  • @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
  • @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
  • @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
  • @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
  • @mbloomstein #IAK12 30If you don’t know WHATyou need to communicate,how will you know HOW,or if you succeed? © 2012
  • @mbloomstein #IAK12 31What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  • @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? 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
  • @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 supportive of spontaneityClassic design• Experienced and savvyCheekiness• Smart, “punny,” hip• Fun, gleeful © 2012
  • @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 sending in the future,simply send a message to owner-unsubscribe@insiders.miniusa.comand include “Unsubscribe” andyour favorite fruit in thesubject field. © 2012
  • @mbloomstein #IAK12 41Message architecture drivesthe user experience © 2012
  • @mbloomstein #IAK12 42…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2012
  • @mbloomstein #IAK12 43…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2012
  • @mbloomstein #IAK12 44…and in the choice of featuresand content types © 2012
  • @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
  • @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
  • @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. © 2012
  • @mbloomstein #IAK12 52What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2012
  • @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 context.) © 2012
  • @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. © 2012
  • @mbloomstein #IAK12 60Why do this?You cannot know what you need until youknow what you have. © 2012
  • @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
  • @mbloomstein #IAK12 62Cardsorting• Pick 1 or 2 people to represent the brand• Everyone else: put on your content strategy hats! © 2012
  • @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 minutes. © 2012
  • @mbloomstein #IAK12 65 © 2012
  • @mbloomstein #IAK12 66CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 minutes © 2012
  • @mbloomstein #IAK12 67CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of those aspirations~10 minutes © 2012
  • @mbloomstein #IAK12 68Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2012
  • @mbloomstein #IAK12 69So where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2012
  • @mbloomstein #IAK12 70Why do this?Choose new content types to manifest themessage architecture—not just becausethey’re trendy. © 2012
  • @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
  • @mbloomstein #IAK12 72Audit time! © 2012
  • @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
  • @mbloomstein #IAK12 74 © 2012
  • @mbloomstein #IAK12 75Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2012
  • @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, you needto know why.What are you trying to learn? © 2012
  • @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? • Are similar content types consistent in size and structure? • Is there parity of length, level of detail, and tone? © 2012
  • @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
  • @mbloomstein #IAK12 83 © 2012
  • @mbloomstein #IAK12 84Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2012
  • @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
  • @mbloomstein #IAK12 86Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  • @mbloomstein #IAK12 87Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  • @mbloomstein #IAK12 88Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelines © 2012
  • @mbloomstein #IAK12 89Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelinesBy whom & when © 2012
  • @mbloomstein #IAK12 90But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that? © 2012
  • @mbloomstein #IAK12 91Danke!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWork © 2012