Content Strategy:
                           What’s in it for you?
                           Margot Bloomstein
          ...
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        2
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        3
Now, let’s talk about you!




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                 ...
Now, let’s talk about you!
                           Designers
                           Information architects
        ...
©Skillset.org


Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                ...
Deliver
          on time




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                  ...
Stay in budget
          Deliver
          on time




Appropriate, Inc. © 2010           #SXSWi / #CSWIIFY @mbloomstein
 ...
Give users
                                what they need

                           Stay in budget
          Deliver
   ...
Give users
                                what they need

                           Stay in budget
          Deliver
   ...
Give users
                       Build a cohesive   what they need
                       experience

                   ...
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        12
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        13
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        14
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        15
What is content strategy?
                           Planning for the creation,
                           aggregation, de...
Designers…
                           How do you visualize
                           abstract concepts
                  ...
Designers…
                           How do you visualize
                           abstract concepts
                  ...
Designers…
                           How do you visualize
                           abstract concepts
                  ...
More
     Designers…
                           How do you visualize
                           abstract concepts
        ...
More like
     Designers…
                           How do you visualize
                           abstract concepts
   ...
More like Apple
     Designers…
                           How do you visualize
                           abstract concep...
More like Apple?




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                           ...
More like Apple?




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                           ...
More like Apple?




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                           ...
More like Apple’s “message architecture”
                   Confident but approachable;
                     an accessible...
Content strategy can
                           help you communicate
                           as a designer—
           ...
Content is the reason
     why people use the web.
                           Get store hours & address
                  ...
Question:
                           How do you visualize
                           abstract concepts
                   ...
Answer:
                           Use a message architecture:
                           prioritized brand attributes
   ...
Brand-oriented
                           content strategy
                           can save time and
                  ...
• Prioritize key messages




Appropriate, Inc. © 2010                #SXSWi / #CSWIIFY @mbloomstein
                     ...
• Prioritize key messages
                           • Use real copy for more
                             unified concept...
• Prioritize key messages
                           • Use real copy for more
                             unified concept...
Budget?
                           Fewer rounds of creative
                           revision easily pay for
           ...
FACT:
   Words are cheaper than comps




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                      ...
Content strategy
                           can help you offer your
                           clients predictability.



...
Predictability for them
                           •   Plan for photo shoots
                           •   Anticipate con...
Predictability for you
                           • Design for specific content
                             types and cha...
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        40
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        41
The difference?
                           • Design anticipates specific
                             content types & leng...
Content and visual design
     that share a message
     architecture can foster a
     more cohesive, consistent,
     an...
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        44
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        45
Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                        46
Information architects & PMs
                           How do you plan for the
                           future if you d...
What do we have?



Appropriate, Inc. © 2010
      ©http://www.flickr.com/photos/ojaipatrick/142901730/
                  ...
Is it still good?



Appropriate, Inc. © 2010             #SXSWi / #CSWIIFY @mbloomstein
                                 ...
Do we even need it?



Appropriate, Inc. © 2010           #SXSWi / #CSWIIFY @mbloomstein
                                 ...
How will we get more?



Appropriate, Inc. © 2010       #SXSWi / #CSWIIFY @mbloomstein
                                   ...
Do folks even like it?



Appropriate, Inc. © 2010          #SXSWi / #CSWIIFY @mbloomstein
                               ...
And how do you budget by
                    page count if you don’t know
                    how many pages you need
    ...
Content strategy!




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                          ...
Content strategy
                           requires a quantitative and
                           qualitative content aud...
• Conduct a head count




Appropriate, Inc. © 2010               #SXSWi / #CSWIIFY @mbloomstein
                         ...
• Conduct a head count
                           • Check for parity in length,
                             consistency i...
• Conduct a head count
                           • Check for parity in length,
                             consistency i...
Is the content
                           • current,
                           • appropriate, &
                         ...
Content strategy
                           informs a more thorough,
                           comprehensive sitemap and
...
Content strategy
                           drives brand-appropriate
                           calls to action and site
 ...
Content strategy
                           informs a more useful gap
                           analysis against the new
...
Content strategy
                           drives opportunity:
                           • ID new content types
        ...
Budget?
                           Sell your client on not
                           wasting their money.

              ...
But wait!




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                                  ...
But wait!
                           They already have
                           writers in the marketing
               ...
Writing is only one tactical
                           part of content strategy.
                           It doesn’t hi...
Search engine marketers
                           How do you write meta
                           and ad copy when the c...
And where should the
               user experience begin?


Appropriate, Inc. © 2010     #SXSWi / #CSWIIFY @mbloomstein
 ...
Content strategy
                           can help you “hook” users
                           more quickly to deliver
 ...
• Map ad copy to the
                             message architecture
                           • Translate meta content...
Social media strategists
                           How do you get your client
                           to stop talking ...
Most organizations are determined
     to talk about themselves instead of
     interacting with audiences or
     creatin...
Good conversation demands
     good content strategy.




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
      ...
Content strategy
                           can help you prioritize
                           communication goals to
    ...
Editorial style guidelines
                           and an editorial calendar
                           support writers...
Content strategy
                           can help you develop an
                           editorial calendar with
   ...
Why do this?




Appropriate, Inc. © 2010   #SXSWi / #CSWIIFY @mbloomstein
                                               ...
Why do this?
                           • More air-tight solutions
                           • Save time, budget, and
   ...
Additional resources
     • Twitter: #contentstrategy
     • SXSW Content Strategy workshop
       track—stay right here!
...
Thank you!
     Melissa Casburn       Will Evans             Matt Magee
     CC Chapman            Heather Haavaldsrud    ...
Thank you!

     Margot Bloomstein
     Twitter: @mbloomstein
     www.slideshare.net/mbloomstein
     mbloomstein@appropr...
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Content Strategy What's in it for you? at SXSW

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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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  1. 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. 2. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 2
  3. 3. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 3
  4. 4. Now, let’s talk about you! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 4
  5. 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. 6. ©Skillset.org Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 6
  7. 7. Deliver on time Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 7
  8. 8. Stay in budget Deliver on time Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 8
  9. 9. Give users what they need Stay in budget Deliver on time Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 9
  10. 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. 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. 12. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 12
  13. 13. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 13
  14. 14. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 14
  15. 15. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 15
  16. 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. 17. Designers… How do you visualize abstract concepts without concrete terms? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 17
  18. 18. Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 18
  19. 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. 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. 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. 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. 23. More like Apple? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 23
  24. 24. More like Apple? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 24
  25. 25. More like Apple? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 25
  26. 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. 27. Content strategy can help you communicate as a designer— and through design. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 27
  28. 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. 29. Question: How do you visualize abstract concepts without concrete terms? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 29
  30. 30. Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 30
  31. 31. Brand-oriented content strategy can save time and budget for design Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 31
  32. 32. • Prioritize key messages Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 32
  33. 33. • Prioritize key messages • Use real copy for more unified concepts Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 33
  34. 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. 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. 36. FACT: Words are cheaper than comps Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 36
  37. 37. Content strategy can help you offer your clients predictability. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 37
  38. 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. 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. 40. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 40
  41. 41. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 41
  42. 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. 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. 44. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 44
  45. 45. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 45
  46. 46. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 46
  47. 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. 48. What do we have? Appropriate, Inc. © 2010 ©http://www.flickr.com/photos/ojaipatrick/142901730/ #SXSWi / #CSWIIFY @mbloomstein 48
  49. 49. Is it still good? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 49
  50. 50. Do we even need it? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 50
  51. 51. How will we get more? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 51
  52. 52. Do folks even like it? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 52
  53. 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. 54. Content strategy! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 54
  55. 55. Content strategy requires a quantitative and qualitative content audit Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 55
  56. 56. • Conduct a head count Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 56
  57. 57. • Conduct a head count • Check for parity in length, consistency in structure Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 57
  58. 58. • Conduct a head count • Check for parity in length, consistency in structure • Evaluate quality Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 58
  59. 59. Is the content • current, • appropriate, & • relevant? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 59
  60. 60. Content strategy informs a more thorough, comprehensive sitemap and wireframes Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 60
  61. 61. Content strategy drives brand-appropriate calls to action and site nomenclature Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 61
  62. 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. 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. 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. 65. But wait! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 65
  66. 66. But wait! They already have writers in the marketing department! Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 66
  67. 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. 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. 69. And where should the user experience begin? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 69
  70. 70. Content strategy can help you “hook” users more quickly to deliver higher conversions. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 70
  71. 71. • Map ad copy to the message architecture • Translate meta content for tone, not just keywords Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 71
  72. 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. 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. 74. Good conversation demands good content strategy. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 74
  75. 75. Content strategy can help you prioritize communication goals to ensure consistency— yes, even on Twitter. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 75
  76. 76. Editorial style guidelines and an editorial calendar support writers for a consistent multi-channel presence. Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 76
  77. 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. 78. Why do this? Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 78
  79. 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. 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. 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. 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

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