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Driving a Multichannel Experience From a Single Message

by Brand and content strategist at Appropriate, Inc. on Mar 23, 2012

  • 6,094 views

E pluribus unum? Better yet, out of one, create many—many channels within a multifaceted but unified experience. That’s the challenge of experience design among constrained budgets, tight ...

E pluribus unum? Better yet, out of one, create many—many channels within a multifaceted but unified experience. That’s the challenge of experience design among constrained budgets, tight timelines, and unlimited interaction expectations. Content strategy’s communication foundation, the message architecture, can help you answer that challenge. First, we’ll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise—ideal whether you’re designing for the web, a mobile app, social media, or an offline experience. Then learn how to create consistency between long-form web copy, action-oriented forms, and pointed Tweets. Discover how to prioritize features and content types across platforms by looking at examples that do this well, and those that don’t. Finally, respond to responsive design with a strategy to adapt content across platforms but still stay true to the brand.

Presented at IA Summit, #IAS12 and #singlemsg, March 23, 2012.

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