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Content Strategy: What's In It For You? at Atlanta Content Strategy
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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 ...

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.

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

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