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Content strategy:what’s in it for you?<br />Margot Bloomstein<br />Atlanta Content Strategy<br />January 21, 2010<br />#AT...
Now, let’s talkabout you!<br />
©Skillset.org<br />
Deliver <br />on time<br />Please our clients (and ourselves)<br />Stay in budget<br />Give users what they need<br />©Ski...
Deliver on time<br />Rally everyone around a vision<br />Please our clients (and ourselves)<br />Stay in budget<br />Minim...
Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experien...
What is content strategy?<br />Anticipating and taking care of the core of most projects that you know—you know—would just...
Yes, you want this.<br />
Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />
Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />Make us look hip!<br />
Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />Make us look hip!<br /...
Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />More. Like. Apple.<br ...
More. Like. Apple.<br />
More. Like. Apple.<br />
More. Like. Apple.<br />
More. Like. Apple.<br />Confident but approachable; an accessible market leader<br />Simple<br />	Minimal detail with stre...
Brand-oriented <br />content strategy can save time and the design budget  <br />
Brand-oriented <br />content strategy can save time and the design budget <br /><ul><li>Prioritize key messages
Rally around concrete terms</li></li></ul><li>Brand-oriented <br />content strategy can save time and the design budget <b...
Get it right in fewer rounds of revision</li></li></ul><li>Budget? <br />Fewer rounds of creative revision more than pay f...
FACT! <br />Words (and Word) are cheaper than Photoshop comps<br />
Content strategy<br />helps designers offer their clients predictability.<br />
Content strategy<br />means they can budget and prepare for exact content specifications—by content type, keywords, and ch...
…and real content<br />lets designers create more thoughtful, interesting templates.<br />
Empathizing with IAs & PMs<br />How do you plan for the future if you don’t know what you currently have— or what you need...
What do we have?<br />©http://www.flickr.com/photos/ojaipatrick/142901730/<br />
Is it still good?<br />
Do we even need it?<br />
How will we get more?<br />
Do folks even like it?<br />
Empathizing with IAs & PMs<br />How do you budget by page<br />count if you don’t know<br />how many pages you need<br />t...
Thorough strategy<br />demands a quantitative and qualitative content audit<br />
Thorough strategy<br />demands a quantitative and qualitative content audit<br /><ul><li>Conduct a head count
Check for parity in length and consistency in structure</li></li></ul><li>Is the content relevant, current, & accurate?...
Content strategy<br />informs a more thorough, comprehensive sitemap and wireframes and more brand-appropriate nomenclatur...
Content strategy<br />drives a more useful gap analysis against the new message architecture. <br />
Is the content relevant, current, & accurate?<br />
Content strategy<br />drives opportunity: identify new content types and help your client prepare for them, research case ...
Budget?<br />Sell your client on not wasting their money. <br />They invested in a new look because they needed to say som...
But wait!<br />They alreadyhavewriters in the marketing department!<br />
Writing is only one tactical part of content strategy.<br />It doesn’t raise the big strategic questions.<br />Internal re...
Empathizing with SEO folks<br />How do you write meta and ad copy when the copy for fulfillment and landing pages keeps ch...
And where should the user experience begin?<br />
Content strategy<br />can help SEO specialists deliver higher conversions.<br />
Content strategy<br />can help SEO specialists deliver higher conversions.<br /><ul><li>Map ad copy to evolving communicat...
Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way conte...
Content strategy<br />can help social media strategists prioritize the tenets of a message architecture to ensure consiste...
Content strategy<br />can inform editorial style guidelines to support writers with a consistent voice and professional mu...
Content strategy<br />can help you develop an editorial calendar with workflow to plan, create, and expire content.<br />
Why do this?<br />
Bribery? Baked goods?<br />
Why should they care?<br /><ul><li>More air-tight solutions
Save time, budget, and energy on iteration
More comprehensive, cohesive user experiences
Higher conversions</li></li></ul><li>Why do this?<br /><ul><li>Get to “yes” more quickly
Happier communication, happier clients,happier teams, and happier users!</li></li></ul><li>Additional resources<br /><ul><...
SXSW Content Strategy workshop track
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Content Strategy: What's In It For You? at Atlanta Content Strategy

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What's your focus in user experience—design, information architecture, SEO, project management? No matter your role, bringing a content strategist on to your team can help you better understand your client's needs, articulate your approach, and align your tactical decisions with an overall brand-driven, user-centered message architecture. And it doesn't have to bloat the budget! Here's how to make the case for content strategy.

Presented by Margot Bloomstein (@mbloomstein) at Atlanta Content Strategy, January 21, 2010.

Published in: Design, Technology, Business

Transcript of "Content Strategy: What's In It For You? at Atlanta Content Strategy"

  1. 1. Content strategy:what’s in it for you?<br />Margot Bloomstein<br />Atlanta Content Strategy<br />January 21, 2010<br />#ATLCS<br />
  2. 2.
  3. 3. Now, let’s talkabout you!<br />
  4. 4. ©Skillset.org<br />
  5. 5. Deliver <br />on time<br />Please our clients (and ourselves)<br />Stay in budget<br />Give users what they need<br />©Skillset.org<br />
  6. 6. Deliver on time<br />Rally everyone around a vision<br />Please our clients (and ourselves)<br />Stay in budget<br />Minimize revisions<br />Give users what they need<br />Build a cohesive experience<br />©Skillset.org<br />
  7. 7.
  8. 8.
  9. 9. Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.<br />What is content strategy?<br />
  10. 10. What is content strategy?<br />Anticipating and taking care of the core of most projects that you know—you know—would just bog things down like normal, and you know you’ll benefit from it anyhow.<br />
  11. 11. Yes, you want this.<br />
  12. 12. Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />
  13. 13. Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />Make us look hip!<br />
  14. 14. Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />Make us look hip!<br />We need to looktraditional…not conservative.<br />
  15. 15. Empathizing with designers<br />How do you visualize abstract concepts without concrete terms?<br />More. Like. Apple.<br />Make us look hip!<br />We need to looktraditional…not conservative.<br />
  16. 16. More. Like. Apple.<br />
  17. 17. More. Like. Apple.<br />
  18. 18. More. Like. Apple.<br />
  19. 19. More. Like. Apple.<br />Confident but approachable; an accessible market leader<br />Simple<br /> Minimal detail with streamlined, unfussy ID<br />Inviting, friendly, supportive but not fawning<br />
  20. 20. Brand-oriented <br />content strategy can save time and the design budget <br />
  21. 21. Brand-oriented <br />content strategy can save time and the design budget <br /><ul><li>Prioritize key messages
  22. 22. Rally around concrete terms</li></li></ul><li>Brand-oriented <br />content strategy can save time and the design budget <br /><ul><li>Use real copy for more unified concepts
  23. 23. Get it right in fewer rounds of revision</li></li></ul><li>Budget? <br />Fewer rounds of creative revision more than pay for content strategy-driven concepting—especially if your client communicates in words, not images.<br />
  24. 24. FACT! <br />Words (and Word) are cheaper than Photoshop comps<br />
  25. 25. Content strategy<br />helps designers offer their clients predictability.<br />
  26. 26. Content strategy<br />means they can budget and prepare for exact content specifications—by content type, keywords, and character count.<br />
  27. 27. …and real content<br />lets designers create more thoughtful, interesting templates.<br />
  28. 28.
  29. 29.
  30. 30. Empathizing with IAs & PMs<br />How do you plan for the future if you don’t know what you currently have— or what you need?<br />
  31. 31. What do we have?<br />©http://www.flickr.com/photos/ojaipatrick/142901730/<br />
  32. 32. Is it still good?<br />
  33. 33. Do we even need it?<br />
  34. 34. How will we get more?<br />
  35. 35. Do folks even like it?<br />
  36. 36. Empathizing with IAs & PMs<br />How do you budget by page<br />count if you don’t know<br />how many pages you need<br />to fully express your key<br />points or complete key<br />interactions?<br />
  37. 37. Thorough strategy<br />demands a quantitative and qualitative content audit<br />
  38. 38. Thorough strategy<br />demands a quantitative and qualitative content audit<br /><ul><li>Conduct a head count
  39. 39. Check for parity in length and consistency in structure</li></li></ul><li>Is the content relevant, current, & accurate?<br />
  40. 40. Content strategy<br />informs a more thorough, comprehensive sitemap and wireframes and more brand-appropriate nomenclature and calls to action.<br />
  41. 41. Content strategy<br />drives a more useful gap analysis against the new message architecture. <br />
  42. 42. Is the content relevant, current, & accurate?<br />
  43. 43. Content strategy<br />drives opportunity: identify new content types and help your client prepare for them, research case studies, gather testimonials, interview customers, etc.<br />
  44. 44. Budget?<br />Sell your client on not wasting their money. <br />They invested in a new look because they needed to say something new, right?<br />
  45. 45. But wait!<br />They alreadyhavewriters in the marketing department!<br />
  46. 46. Writing is only one tactical part of content strategy.<br />It doesn’t raise the big strategic questions.<br />Internal resources also don’t offer a neutral, outside perspective.<br />
  47. 47. Empathizing with SEO folks<br />How do you write meta and ad copy when the copy for fulfillment and landing pages keeps changing?<br />
  48. 48. And where should the user experience begin?<br />
  49. 49. Content strategy<br />can help SEO specialists deliver higher conversions.<br />
  50. 50. Content strategy<br />can help SEO specialists deliver higher conversions.<br /><ul><li>Map ad copy to evolving communication goals in the message architecture</li></li></ul><li>Content strategy<br />can help SEO specialists deliver higher conversions.<br /><ul><li>Translate page titles and descriptions for tone, not just keywords, to better fulfill brand promise</li></li></ul><li>Empathizing with SM strategists<br />How do you get your client to stop talking about themselves and genuinely engage?<br />And what’s an editorial calendar anyway?<br />
  51. 51. Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way content.<br />—Jeff Cutler<br />
  52. 52. Content strategy<br />can help social media strategists prioritize the tenets of a message architecture to ensure consistency, even in tweets.<br />
  53. 53. Content strategy<br />can inform editorial style guidelines to support writers with a consistent voice and professional multi-channel presence.<br />
  54. 54. Content strategy<br />can help you develop an editorial calendar with workflow to plan, create, and expire content.<br />
  55. 55. Why do this?<br />
  56. 56. Bribery? Baked goods?<br />
  57. 57. Why should they care?<br /><ul><li>More air-tight solutions
  58. 58. Save time, budget, and energy on iteration
  59. 59. More comprehensive, cohesive user experiences
  60. 60. Higher conversions</li></li></ul><li>Why do this?<br /><ul><li>Get to “yes” more quickly
  61. 61. Happier communication, happier clients,happier teams, and happier users!</li></li></ul><li>Additional resources<br /><ul><li>Twitter: #contentstrategy
  62. 62. SXSW Content Strategy workshop track
  63. 63. LinkedIn Content Strategy group (600+)
  64. 64. ContentStrategy.com  Google Group
  65. 65. Content Strategy knol</li></li></ul><li>Margot Bloomstein<br />Twitter: @mbloomstein<br />mbloomstein@yahoo.com<br />Feedback  SpeakerRate<br />© 2010 Margot Bloomstein.<br />All logos and pictures are property of their respective owners.<br />No cookies were “harmed” in the making of this presentation.<br />

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