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Appropriate, Inc. © 2010 #VanUE @mbloomstein
Embrace greed,
embrace content strategy
Margot Bloomstein
@mbloomstein #Van...
2
Appropriate, Inc. © 2010 #VanUE @mbloomstein
3
Appropriate, Inc. © 2010 #VanUE @mbloomstein
4
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Why content strategy?
5
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Why content strategy?
Because we all want the same things, and
content keep...
6
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Use content strategy
to get what you want.
7
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Use content strategy
to get what you want.
Designers
Information architects...
8
Appropriate, Inc. © 2010 #VanUE @mbloomstein
©Skillset.org
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Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
10
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
Stay in budget
11
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
12
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our client...
13
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our client...
14
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Be greedy.
Demand these things.
On-time delivery, a cohesive
user experien...
15
Appropriate, Inc. © 2010 #VanUE @mbloomstein
What is content strategy?
Planning for the creation,
aggregation, delivery...
16
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Steps along the way…
Message architecture
Content audit/inventory
Prescrip...
17
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
18
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
...
19
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
...
20
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
...
21
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
...
22
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
...
23
Appropriate, Inc. © 2010 #VanUE @mbloomstein
More like Apple?
24
Appropriate, Inc. © 2010 #VanUE @mbloomstein
More like Apple?
25
Appropriate, Inc. © 2010 #VanUE @mbloomstein
More like Apple?
26
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal det...
27
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy
can help you
communicate.
28
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy
can help you
communicate—
in less time, money,
and stress.
29
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Question:
How do you visualize
abstract concepts
without concrete terms?
30
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem...
31
Appropriate, Inc. © 2010 #VanUE @mbloomstein
32
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Prioritize key messages
33
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Design, write, label, and
organize around those
messages
34
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Get it all right in fewer
rounds of revision
35
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Result?
Invest in content strategy
now to preserve time and
budget for des...
36
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Okay. How are we going to
pay for this?
37
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Fewer rounds of creative
revision easily pay for
content strategy-driven
c...
38
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Words are cheaper than comps.
39
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content and design that
share a message architecture
drive a more cohesive...
40
Appropriate, Inc. © 2010 #VanUE @mbloomstein
41
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Use the message architecture
to prioritize new features
and content types ...
42
Appropriate, Inc. © 2010 #VanUE @mbloomstein
43
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Glossary!
Social sharing!
Live help!
Video!
44
Appropriate, Inc. © 2010 #VanUE @mbloomstein
45
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Laid back
Minimalist
Clean
46
Appropriate, Inc. © 2010 #VanUE @mbloomstein
IAs & PMs…
How do you plan for the
future if you don’t know
what you curre...
47
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/410180369...
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Appropriate, Inc. © 2010 #VanUE @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketi...
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Appropriate, Inc. © 2010 #VanUE @mbloomstein
What do we have?
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Appropriate, Inc. © 2010 #VanUE @mbloomstein
Is it still good?
51
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Do we even need it?
52
Appropriate, Inc. © 2010 #VanUE @mbloomstein
How will we get more?
53
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Do folks even like it?
54
Appropriate, Inc. © 2010 #VanUE @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you n...
55
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy!
56
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Conduct a quantitative
and qualitative content
audit
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Appropriate, Inc. © 2010 #VanUE @mbloomstein
58
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Conduct a head count
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Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structu...
60
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structu...
61
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Should it stay or should it go?
Is your content still
brand appropriate,
c...
62
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Result?
Content strategy fuels more
comprehensive sitemaps,
wireframes, an...
63
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Because you deserve to
know that too.
In advance.
64
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Upsell content types to
meet communication goals
Testimonials
Case studies...
65
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a ne...
66
Appropriate, Inc. © 2010 #VanUE @mbloomstein
But wait!
67
Appropriate, Inc. © 2010 #VanUE @mbloomstein
But wait!
They already have
writers in the marketing
department!
68
Appropriate, Inc. © 2010 #VanUE @mbloomstein
69
Appropriate, Inc. © 2010 #VanUE @mbloomstein
OH NOES!
70
Appropriate, Inc. © 2010 #VanUE @mbloomstein
OH NOES!
71
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy is
metaphorical bacon.
72
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t ask stra...
73
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Search engine marketers…
How do you write meta
and ad copy when the copy
f...
74
Appropriate, Inc. © 2010 #VanUE @mbloomstein
And where should the
user experience begin?
75
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy
can help search engine
marketing “hook” users more
quickl...
76
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Map ad copy to the
message architecture
• Translate meta content
for ton...
77
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Social media consultants…
How do you get your client
to stop talking about...
78
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Good conversation demands
good content strategy.
(Hi, inbound marketing?)
79
Appropriate, Inc. © 2010 #VanUE @mbloomstein
message architecture
editorial style guidelines
editorial calendar
a consi...
80
Appropriate, Inc. © 2010 #VanUE @mbloomstein
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629...
81
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organization...
82
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy drives
demand—and results.
83
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• ...
84
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• ...
85
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
www.sl...
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Embrace greed, embrace content strategy

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What's your bag? Design, IA, or web project management? Whatever your area of focus in shaping the user experience, partnering with a content strategist can help you get what you want. 2010 has been a breakout year for the industry, so let's talk about how you can incorporate insights and deliverables from content strategy into your next project.

We'll discuss how the questions a content strategist brings to the table can enrich your deliverables and benefit your end users—and how you can reframe the RFP to upsell content strategy in your next pitch and get what you want along the way.

Presented at Vancouver User Experience, #VanUE, October 12, 2010.

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Transcript of "Embrace greed, embrace content strategy"

  1. 1. 1 Appropriate, Inc. © 2010 #VanUE @mbloomstein Embrace greed, embrace content strategy Margot Bloomstein @mbloomstein #VanUE October 12, 2010
  2. 2. 2 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  3. 3. 3 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  4. 4. 4 Appropriate, Inc. © 2010 #VanUE @mbloomstein Why content strategy?
  5. 5. 5 Appropriate, Inc. © 2010 #VanUE @mbloomstein Why content strategy? Because we all want the same things, and content keeps getting in the way. (Fail to plan = plan to fail.)
  6. 6. 6 Appropriate, Inc. © 2010 #VanUE @mbloomstein Use content strategy to get what you want.
  7. 7. 7 Appropriate, Inc. © 2010 #VanUE @mbloomstein Use content strategy to get what you want. Designers Information architects Interaction designers Project managers SEO/SEM specialists Social media consultants
  8. 8. 8 Appropriate, Inc. © 2010 #VanUE @mbloomstein ©Skillset.org
  9. 9. 9 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time
  10. 10. 10 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time Stay in budget
  11. 11. 11 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time Stay in budget Give users what they need
  12. 12. 12 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  13. 13. 13 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  14. 14. 14 Appropriate, Inc. © 2010 #VanUE @mbloomstein Be greedy. Demand these things. On-time delivery, a cohesive user experience, less stress? These are not nice-to-haves.
  15. 15. 15 Appropriate, Inc. © 2010 #VanUE @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  16. 16. 16 Appropriate, Inc. © 2010 #VanUE @mbloomstein Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  17. 17. 17 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
  18. 18. 18 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  19. 19. 19 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
  20. 20. 20 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
  21. 21. 21 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
  22. 22. 22 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
  23. 23. 23 Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple?
  24. 24. 24 Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple?
  25. 25. 25 Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple?
  26. 26. 26 Appropriate, Inc. © 2010 #VanUE @mbloomstein Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
  27. 27. 27 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help you communicate.
  28. 28. 28 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
  29. 29. 29 Appropriate, Inc. © 2010 #VanUE @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  30. 30. 30 Appropriate, Inc. © 2010 #VanUE @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  31. 31. 31 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  32. 32. 32 Appropriate, Inc. © 2010 #VanUE @mbloomstein Prioritize key messages
  33. 33. 33 Appropriate, Inc. © 2010 #VanUE @mbloomstein Design, write, label, and organize around those messages
  34. 34. 34 Appropriate, Inc. © 2010 #VanUE @mbloomstein Get it all right in fewer rounds of revision
  35. 35. 35 Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
  36. 36. 36 Appropriate, Inc. © 2010 #VanUE @mbloomstein Okay. How are we going to pay for this?
  37. 37. 37 Appropriate, Inc. © 2010 #VanUE @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
  38. 38. 38 Appropriate, Inc. © 2010 #VanUE @mbloomstein Words are cheaper than comps.
  39. 39. 39 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
  40. 40. 40 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  41. 41. 41 Appropriate, Inc. © 2010 #VanUE @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content.
  42. 42. 42 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  43. 43. 43 Appropriate, Inc. © 2010 #VanUE @mbloomstein Glossary! Social sharing! Live help! Video!
  44. 44. 44 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  45. 45. 45 Appropriate, Inc. © 2010 #VanUE @mbloomstein Laid back Minimalist Clean
  46. 46. 46 Appropriate, Inc. © 2010 #VanUE @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need?
  47. 47. 47 Appropriate, Inc. © 2010 #VanUE @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  48. 48. 48 Appropriate, Inc. © 2010 #VanUE @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  49. 49. 49 Appropriate, Inc. © 2010 #VanUE @mbloomstein What do we have?
  50. 50. 50 Appropriate, Inc. © 2010 #VanUE @mbloomstein Is it still good?
  51. 51. 51 Appropriate, Inc. © 2010 #VanUE @mbloomstein Do we even need it?
  52. 52. 52 Appropriate, Inc. © 2010 #VanUE @mbloomstein How will we get more?
  53. 53. 53 Appropriate, Inc. © 2010 #VanUE @mbloomstein Do folks even like it?
  54. 54. 54 Appropriate, Inc. © 2010 #VanUE @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions?
  55. 55. 55 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy!
  56. 56. 56 Appropriate, Inc. © 2010 #VanUE @mbloomstein Conduct a quantitative and qualitative content audit
  57. 57. 57 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  58. 58. 58 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count
  59. 59. 59 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  60. 60. 60 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  61. 61. 61 Appropriate, Inc. © 2010 #VanUE @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant?
  62. 62. 62 Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? Content strategy fuels more comprehensive sitemaps, wireframes, and a gap analysis to shape budget. Not “how many pages,” but “what do we need in order to communicate?”
  63. 63. 63 Appropriate, Inc. © 2010 #VanUE @mbloomstein Because you deserve to know that too. In advance.
  64. 64. 64 Appropriate, Inc. © 2010 #VanUE @mbloomstein Upsell content types to meet communication goals Testimonials Case studies Interactive tours Video interviews FAQs Self-service support . . .
  65. 65. 65 Appropriate, Inc. © 2010 #VanUE @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  66. 66. 66 Appropriate, Inc. © 2010 #VanUE @mbloomstein But wait!
  67. 67. 67 Appropriate, Inc. © 2010 #VanUE @mbloomstein But wait! They already have writers in the marketing department!
  68. 68. 68 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  69. 69. 69 Appropriate, Inc. © 2010 #VanUE @mbloomstein OH NOES!
  70. 70. 70 Appropriate, Inc. © 2010 #VanUE @mbloomstein OH NOES!
  71. 71. 71 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy is metaphorical bacon.
  72. 72. 72 Appropriate, Inc. © 2010 #VanUE @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
  73. 73. 73 Appropriate, Inc. © 2010 #VanUE @mbloomstein Search engine marketers… How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
  74. 74. 74 Appropriate, Inc. © 2010 #VanUE @mbloomstein And where should the user experience begin?
  75. 75. 75 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
  76. 76. 76 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
  77. 77. 77 Appropriate, Inc. © 2010 #VanUE @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage?
  78. 78. 78 Appropriate, Inc. © 2010 #VanUE @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
  79. 79. 79 Appropriate, Inc. © 2010 #VanUE @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
  80. 80. 80 Appropriate, Inc. © 2010 #VanUE @mbloomstein From: Little MOO | Print Robot <noreply@moo.com> Subject: MOO | Order 0629312615 | Confirmed Hello I'm Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you. Remember, I'm just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!) Thanks, Little MOO, Print Robot
  81. 81. 81 Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
  82. 82. 82 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy drives demand—and results.
  83. 83. 83 Appropriate, Inc. © 2010 #VanUE @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions What do you get out of this?
  84. 84. 84 Appropriate, Inc. © 2010 #VanUE @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions And yes, you deserve this. What do you get out of this?
  85. 85. 85 Appropriate, Inc. © 2010 #VanUE @mbloomstein Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com www.slideshare.net/mbloomstein Twitter: #contentstrategy All logos and pictures are property of their respective owners.

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