Content strategy: what’s in it for you? Margot Bloomstein Refresh Boston December 8, 2009 #refreshboston
 
 
Now, let’s talk about you!
©Skillset.org
Deliver  on time Stay in budget Give users what they need Please our clients (and ourselves)
Deliver  on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally ever...
 
 
 
<ul><li>Sorry… </li></ul><ul><li>If you’re watching this on </li></ul><ul><li>Slideshare, this was the point  </li></ul><u...
<ul><li>Planning for the creation,  </li></ul><ul><li>aggregation, delivery, and  </li></ul><ul><li>governance of useful, ...
Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>
Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>...
Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>...
Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>...
More. Like. Apple.
More. Like. Apple.
More. Like. Apple.
Brand-oriented  <ul><li>content strategy can save  </li></ul><ul><li>you time and money  </li></ul>
Brand-oriented  <ul><li>content strategy can save  </li></ul><ul><li>you time and money  </li></ul><ul><li>Prioritize key ...
Brand-oriented  <ul><li>content strategy can save  </li></ul><ul><li>you time and money  </li></ul><ul><li>Use real copy f...
Budget?  <ul><li>Fewer rounds of creative </li></ul><ul><li>revision can more than pay </li></ul><ul><li>for content strat...
Budget?  <ul><li>Fewer rounds of creative </li></ul><ul><li>revision can more than pay </li></ul><ul><li>for content strat...
Content strategy <ul><li>means you can sell your </li></ul><ul><li>client on  predictability . </li></ul>
Content strategy <ul><li>means they can budget and </li></ul><ul><li>prepare for exact content </li></ul><ul><li>specifica...
… and real content <ul><li>means you can design more </li></ul><ul><li>thoughtful, interesting </li></ul><ul><li>templates...
Strategists, IAs, & PMs <ul><li>How do you plan for the </li></ul><ul><li>future if you don’t know </li></ul><ul><li>what ...
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?
Strategists, IAs, & PMs <ul><li>How do you budget by page </li></ul><ul><li>count if you don’t know </li></ul><ul><li>how ...
Thorough strategy <ul><li>demands a quantitative and </li></ul><ul><li>qualitative content audit </li></ul>
Thorough strategy <ul><li>demands a quantitative and </li></ul><ul><li>qualitative content audit </li></ul><ul><li>Conduct...
Thorough strategy <ul><li>demands a quantitative and </li></ul><ul><li>qualitative content audit </li></ul><ul><li>Check c...
Content strategy <ul><li>informs a more thorough, </li></ul><ul><li>comprehensive sitemap and </li></ul><ul><li>wireframes...
Content strategy <ul><li>means you can conduct a </li></ul><ul><li>more useful gap analysis </li></ul><ul><li>against the ...
Content strategy <ul><li>can help you identify other </li></ul><ul><li>content types—and can help </li></ul><ul><li>your c...
Budget? <ul><li>Sell your client on not </li></ul><ul><li>wasting their money.  </li></ul><ul><li>They invested in a new l...
But wait! <ul><li>They  already   have </li></ul><ul><li>writers in the marketing </li></ul><ul><li>department! </li></ul>
<ul><li>Writing is only one part of </li></ul><ul><li>content strategy. </li></ul><ul><li>It doesn’t raise the big </li></...
SEO specialists <ul><li>How do you write meta and </li></ul><ul><li>ad copy when the copy for </li></ul><ul><li>fulfillmen...
And where should the user experience begin?
Content strategy <ul><li>can help you deliver higher </li></ul><ul><li>conversions. </li></ul>
Content strategy <ul><li>can help you deliver higher </li></ul><ul><li>conversions. </li></ul><ul><li>Map ad copy to evolv...
Content strategy <ul><li>can help you deliver higher </li></ul><ul><li>conversions. </li></ul><ul><li>Translate page title...
Social media strategists <ul><li>How do you get your client </li></ul><ul><li>to stop talking about </li></ul><ul><li>them...
<ul><li>Most organizations are determined </li></ul><ul><li>to talk about themselves instead of </li></ul><ul><li>interact...
Content strategy <ul><li>can help you prioritize  </li></ul><ul><li>the tenets of a message </li></ul><ul><li>architecture...
Content strategy <ul><li>can inform editorial style </li></ul><ul><li>guidelines to support </li></ul><ul><li>writers with...
Content strategy <ul><li>can help you develop an </li></ul><ul><li>editorial calendar with </li></ul><ul><li>workflow to p...
Why do this?
Why do this? <ul><li>More air-tight solutions </li></ul><ul><li>Save time, budget, and energy on iteration </li></ul><ul><...
Why do this? <ul><li>Get to “yes” more quickly </li></ul><ul><li>Happier communication, happier clients, happier teams,  a...
Additional resources <ul><li>Twitter: #contentstrategy </li></ul><ul><li>Content Strategy New England: www.meetup.com/Cont...
Margot Bloomstein <ul><li>Twitter: @mbloomstein </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.slideshare....
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Content Strategy: What's In It For You? at Refresh Boston

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When you're shaping a user experience, what tune do you sing — typography? Interaction affordances? Taxonomy? Keyword enrichment? Whether you're a designer, social media consultant, IA, SEO specialist, or PM, content strategy can help you more clearly understand your client's needs, articulate your approach, and align your tactical decisions with an overall brand-driven, user-centered message architecture. Here's how to make the case.

Presented by Margot Bloomstein (@mbloomstein) at Refresh Boston, December 8, 2009.

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Content Strategy: What's In It For You? at Refresh Boston

  1. 1. Content strategy: what’s in it for you? Margot Bloomstein Refresh Boston December 8, 2009 #refreshboston
  2. 4. Now, let’s talk about you!
  3. 5. ©Skillset.org
  4. 6. Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  5. 7. Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision
  6. 11. <ul><li>Sorry… </li></ul><ul><li>If you’re watching this on </li></ul><ul><li>Slideshare, this was the point </li></ul><ul><li>in the talk where we all enjoyed </li></ul><ul><li>chocolate chip cookies. </li></ul><ul><li>As a metaphor and dessert. </li></ul>
  7. 12. <ul><li>Planning for the creation, </li></ul><ul><li>aggregation, delivery, and </li></ul><ul><li>governance of useful, </li></ul><ul><li>usable, and appropriate </li></ul><ul><li>content in an experience. </li></ul>What is content strategy?
  8. 13. Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>
  9. 14. Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>Make us look hip!
  10. 15. Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>We need to look traditional… not conservative. Make us look hip!
  11. 16. Designers <ul><li>How do you visualize the </li></ul><ul><li>abstract without concrete </li></ul><ul><li>terms? </li></ul>We need to look traditional… not conservative. Make us look hip! More. Like. Apple.
  12. 17. More. Like. Apple.
  13. 18. More. Like. Apple.
  14. 19. More. Like. Apple.
  15. 20. Brand-oriented <ul><li>content strategy can save </li></ul><ul><li>you time and money </li></ul>
  16. 21. Brand-oriented <ul><li>content strategy can save </li></ul><ul><li>you time and money </li></ul><ul><li>Prioritize key messages </li></ul><ul><li>Rally around concrete terms </li></ul>
  17. 22. Brand-oriented <ul><li>content strategy can save </li></ul><ul><li>you time and money </li></ul><ul><li>Use real copy for more unified concepts </li></ul><ul><li>Get it right in fewer rounds of revision </li></ul>
  18. 23. Budget? <ul><li>Fewer rounds of creative </li></ul><ul><li>revision can more than pay </li></ul><ul><li>for content strategy-driven </li></ul><ul><li>concepting—especially if </li></ul><ul><li>your clients communicate </li></ul><ul><li>in words, not images. </li></ul>
  19. 24. Budget? <ul><li>Fewer rounds of creative </li></ul><ul><li>revision can more than pay </li></ul><ul><li>for content strategy-driven </li></ul><ul><li>concepting. </li></ul><ul><li>Design from the content out. </li></ul><ul><li>— Ian Alexander </li></ul>
  20. 25. Content strategy <ul><li>means you can sell your </li></ul><ul><li>client on predictability . </li></ul>
  21. 26. Content strategy <ul><li>means they can budget and </li></ul><ul><li>prepare for exact content </li></ul><ul><li>specifications—by content </li></ul><ul><li>type, keywords, and </li></ul><ul><li>character count. </li></ul>
  22. 27. … and real content <ul><li>means you can design more </li></ul><ul><li>thoughtful, interesting </li></ul><ul><li>templates. </li></ul><ul><li>Give control </li></ul><ul><li>to get control. </li></ul>
  23. 28. Strategists, IAs, & PMs <ul><li>How do you plan for the </li></ul><ul><li>future if you don’t know </li></ul><ul><li>what you currently have— </li></ul><ul><li>or what you need? </li></ul>
  24. 29. What do we have? ©http://www.flickr.com/photos/ojaipatrick/142901730/
  25. 30. Is it still good?
  26. 31. Do we even need it?
  27. 32. How will we get more?
  28. 33. Do folks even like it?
  29. 34. Strategists, IAs, & PMs <ul><li>How do you budget by page </li></ul><ul><li>count if you don’t know </li></ul><ul><li>how many pages you need </li></ul><ul><li>to fully express your key </li></ul><ul><li>points or complete key </li></ul><ul><li>interactions? </li></ul>
  30. 35. Thorough strategy <ul><li>demands a quantitative and </li></ul><ul><li>qualitative content audit </li></ul>
  31. 36. Thorough strategy <ul><li>demands a quantitative and </li></ul><ul><li>qualitative content audit </li></ul><ul><li>Conduct a head count </li></ul><ul><li>Check for parity in length and consistency in structure </li></ul>
  32. 37. Thorough strategy <ul><li>demands a quantitative and </li></ul><ul><li>qualitative content audit </li></ul><ul><li>Check currency, relevancy, & accuracy to the new message architecture and brand voice </li></ul>
  33. 38. Content strategy <ul><li>informs a more thorough, </li></ul><ul><li>comprehensive sitemap and </li></ul><ul><li>wireframes and more brand- </li></ul><ul><li>appropriate nomenclature </li></ul><ul><li>and calls to action. </li></ul>
  34. 39. Content strategy <ul><li>means you can conduct a </li></ul><ul><li>more useful gap analysis </li></ul><ul><li>against the new message </li></ul><ul><li>architecture. </li></ul>
  35. 40. Content strategy <ul><li>can help you identify other </li></ul><ul><li>content types—and can help </li></ul><ul><li>your client prepare for them, </li></ul><ul><li>gather testimonials, develop </li></ul><ul><li>case studies, etc. </li></ul>
  36. 41. Budget? <ul><li>Sell your client on not </li></ul><ul><li>wasting their money. </li></ul><ul><li>They invested in a new look </li></ul><ul><li>because they needed to say </li></ul><ul><li>something new, right? </li></ul>
  37. 42. But wait! <ul><li>They already have </li></ul><ul><li>writers in the marketing </li></ul><ul><li>department! </li></ul>
  38. 43. <ul><li>Writing is only one part of </li></ul><ul><li>content strategy. </li></ul><ul><li>It doesn’t raise the big </li></ul><ul><li>strategic questions. </li></ul><ul><li>Internal resources also don’t </li></ul><ul><li>offer a neutral, outside </li></ul><ul><li>perspective. </li></ul>
  39. 44. SEO specialists <ul><li>How do you write meta and </li></ul><ul><li>ad copy when the copy for </li></ul><ul><li>fulfillment and landing </li></ul><ul><li>pages keeps changing? </li></ul>
  40. 45. And where should the user experience begin?
  41. 46. Content strategy <ul><li>can help you deliver higher </li></ul><ul><li>conversions. </li></ul>
  42. 47. Content strategy <ul><li>can help you deliver higher </li></ul><ul><li>conversions. </li></ul><ul><li>Map ad copy to evolving communication goals in the message architecture </li></ul>
  43. 48. Content strategy <ul><li>can help you deliver higher </li></ul><ul><li>conversions. </li></ul><ul><li>Translate page titles and descriptions for tone, not just keywords, to better fulfill brand promise </li></ul>
  44. 49. Social media strategists <ul><li>How do you get your client </li></ul><ul><li>to stop talking about </li></ul><ul><li>themselves and genuinely </li></ul><ul><li>engage? </li></ul><ul><li>And what’s an editorial </li></ul><ul><li>calendar anyway? </li></ul>
  45. 50. <ul><li>Most organizations are determined </li></ul><ul><li>to talk about themselves instead of </li></ul><ul><li>interacting with audiences or </li></ul><ul><li>creating two-way content. </li></ul><ul><li>—Jeff Cutler </li></ul>
  46. 51. Content strategy <ul><li>can help you prioritize </li></ul><ul><li>the tenets of a message </li></ul><ul><li>architecture to ensure </li></ul><ul><li>consistency even in tweets. </li></ul>
  47. 52. Content strategy <ul><li>can inform editorial style </li></ul><ul><li>guidelines to support </li></ul><ul><li>writers with a consistent </li></ul><ul><li>voice and professional </li></ul><ul><li>multi-channel presence. </li></ul>
  48. 53. Content strategy <ul><li>can help you develop an </li></ul><ul><li>editorial calendar with </li></ul><ul><li>workflow to plan, create, and </li></ul><ul><li>expire content. </li></ul>
  49. 54. Why do this?
  50. 55. Why do this? <ul><li>More air-tight solutions </li></ul><ul><li>Save time, budget, and energy on iteration </li></ul><ul><li>More comprehensive, cohesive user experiences </li></ul><ul><li>Higher conversions </li></ul>
  51. 56. Why do this? <ul><li>Get to “yes” more quickly </li></ul><ul><li>Happier communication, happier clients, happier teams, and happier users! </li></ul>
  52. 57. Additional resources <ul><li>Twitter: #contentstrategy </li></ul><ul><li>Content Strategy New England: www.meetup.com/Content-Strategy-NE </li></ul><ul><li>SXSW Content Strategy workshop track </li></ul><ul><li>LinkedIn Content Strategy group (600+) </li></ul><ul><li>ContentStrategy.com  Google Group </li></ul><ul><li>Content Strategy knol </li></ul>
  53. 58. Margot Bloomstein <ul><li>Twitter: @mbloomstein </li></ul><ul><li>[email_address] </li></ul><ul><li>http://www.slideshare.net/mbloomstein </li></ul><ul><li>© 2009 Margot Bloomstein. </li></ul><ul><li>All logos and pictures are property of their respective owners. </li></ul>

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