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Content Strategy: What's in it for you -- from SXSW 2010 ...

Content Strategy: What's in it for you -- from SXSW 2010

Designing a comprehensive user experience without thinking about body copy, calls to action, errors, and nomenclature? Think again--about content strategy. If you’re an IA, designer, search marketer, or strategist, content strategy can help you understand clients’ needs, articulate an approach, and align with a brand-driven, user-centered message architecture.

Presented by Margot Bloomstein (@mbloomstein) at SXSW, March 12, 2010.

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Content Strategy What's in it for you? at SXSW Presentation Transcript

  • 1. Content Strategy: What’s in it for you? Margot Bloomstein SXSW March 12, 2010 #SXSWi / #CSWIIFY Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 1
  • 2. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 2
  • 3. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 3
  • 4. Now, let’s talk about you! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 4
  • 5. Now, let’s talk about you! Designers Information architects Interaction designers Project managers Search engine marketers Social media consultants Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 5
  • 6. ©Skillset.org Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 6
  • 7. Deliver on time Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 7
  • 8. Stay in budget Deliver on time Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 8
  • 9. Give users what they need Stay in budget Deliver on time Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 9
  • 10. Give users what they need Stay in budget Deliver on time Please our clients (and ourselves) Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 10
  • 11. Give users Build a cohesive what they need experience Stay in budget Deliver Minimize revisions on time Please our clients Rally everyone (and ourselves) around a vision Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 11
  • 12. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 12
  • 13. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 13
  • 14. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 14
  • 15. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 15
  • 16. What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 16
  • 17. Designers… How do you visualize abstract concepts without concrete terms? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 17
  • 18. Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 18
  • 19. Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! Traditional, but not conservative. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 19
  • 20. More Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! Traditional, but not conservative. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 20
  • 21. More like Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! Traditional, but not conservative. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 21
  • 22. More like Apple Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! Traditional, but not conservative. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 22
  • 23. More like Apple? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 23
  • 24. More like Apple? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 24
  • 25. More like Apple? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 25
  • 26. More like Apple’s “message architecture” Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 26
  • 27. Content strategy can help you communicate as a designer— and through design. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 27
  • 28. Content is the reason why people use the web. Get store hours & address Comment on a post Find a product (and buy it) Publish their pictures Research a disease Share advice Read the news Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 28
  • 29. Question: How do you visualize abstract concepts without concrete terms? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 29
  • 30. Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 30
  • 31. Brand-oriented content strategy can save time and budget for design Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 31
  • 32. • Prioritize key messages Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 32
  • 33. • Prioritize key messages • Use real copy for more unified concepts Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 33
  • 34. • Prioritize key messages • Use real copy for more unified concepts • Get it right in fewer rounds of revision Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 34
  • 35. Budget? Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 35
  • 36. FACT: Words are cheaper than comps Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 36
  • 37. Content strategy can help you offer your clients predictability. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 37
  • 38. Predictability for them • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 38
  • 39. Predictability for you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 39
  • 40. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 40
  • 41. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 41
  • 42. The difference? • Design anticipates specific content types & lengths • Layout offers rich context • More interesting templates accommodate UGC Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 42
  • 43. Content and visual design that share a message architecture can foster a more cohesive, consistent, and richer user experience. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 43
  • 44. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 44
  • 45. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 45
  • 46. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 46
  • 47. Information architects & PMs How do you plan for the future if you don’t know what you currently have— or what you need? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 47
  • 48. What do we have? Appropriate, Inc. © 2010 ©http://www.flickr.com/photos/ojaipatrick/142901730/ #SXSWi / #CSWIIFY @mbloomstein 48
  • 49. Is it still good? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 49
  • 50. Do we even need it? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 50
  • 51. How will we get more? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 51
  • 52. Do folks even like it? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 52
  • 53. And how do you budget by page count if you don’t know how many pages you need to express the main points or complete interactions? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 53
  • 54. Content strategy! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 54
  • 55. Content strategy requires a quantitative and qualitative content audit Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 55
  • 56. • Conduct a head count Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 56
  • 57. • Conduct a head count • Check for parity in length, consistency in structure Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 57
  • 58. • Conduct a head count • Check for parity in length, consistency in structure • Evaluate quality Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 58
  • 59. Is the content • current, • appropriate, & • relevant? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 59
  • 60. Content strategy informs a more thorough, comprehensive sitemap and wireframes Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 60
  • 61. Content strategy drives brand-appropriate calls to action and site nomenclature Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 61
  • 62. Content strategy informs a more useful gap analysis against the new message architecture. (What do we need, anyhow?) Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 62
  • 63. Content strategy drives opportunity: • ID new content types • prep the client for them • research case studies • gather testimonials Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 63
  • 64. Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 64
  • 65. But wait! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 65
  • 66. But wait! They already have writers in the marketing department! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 66
  • 67. Writing is only one tactical part of content strategy. It doesn’t hit the strategic questions. Internal resources lack an outside perspective. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 67
  • 68. Search engine marketers How do you write meta and ad copy when the copy for fulfillment pages keeps changing? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 68
  • 69. And where should the user experience begin? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 69
  • 70. Content strategy can help you “hook” users more quickly to deliver higher conversions. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 70
  • 71. • Map ad copy to the message architecture • Translate meta content for tone, not just keywords Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 71
  • 72. Social media strategists How do you get your client to stop talking about themselves and genuinely engage? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 72
  • 73. Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way content. —Jeff Cutler Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 73
  • 74. Good conversation demands good content strategy. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 74
  • 75. Content strategy can help you prioritize communication goals to ensure consistency— yes, even on Twitter. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 75
  • 76. Editorial style guidelines and an editorial calendar support writers for a consistent multi-channel presence. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 76
  • 77. Content strategy can help you develop an editorial calendar with workflow to plan, create, and expire content. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 77
  • 78. Why do this? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 78
  • 79. Why do this? • More air-tight solutions • Save time, budget, and energy on iteration • More cohesive UX • Higher conversions • Happier everyone! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 79
  • 80. Additional resources • Twitter: #contentstrategy • SXSW Content Strategy workshop track—stay right here! • LinkedIn Content Strategy group • ContentStrategy.com Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 80
  • 81. Thank you! Melissa Casburn Will Evans Matt Magee CC Chapman Heather Haavaldsrud Jeff MacIntyre Kristen Connor Kristina Halvorson Elena Melendy Jeff Cram Whitney Hess Kevin Nichols Jeff Cutler Colleen Jones Mike Schneider Bruce Demers Erin Kissane Valeska Whitney John Eckman Mike Lohmiller Carolyn Wood Rachel Lovinger Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 81
  • 82. Thank you! Margot Bloomstein Twitter: @mbloomstein www.slideshare.net/mbloomstein mbloomstein@appropriateinc.com All logos and pictures are property of their respective owners. No cookies were “harmed” in the making of this presentation. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 82