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

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

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

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

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

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

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

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

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

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

The difference? • Design anticipates specific content types & lengths • Layout offers rich context • More interesting templates accommodate UGC Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein 42

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

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

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

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

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

by Margot Bloomstein

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