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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 ...

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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Embrace greed, embrace content strategy Presentation Transcript

  • 1. Appropriate, Inc. © 2010 #VanUE @mbloomstein Embrace greed, embrace content strategy Margot Bloomstein @mbloomstein #VanUE October 12, 2010 1
  • 2. Appropriate, Inc. © 2010 #VanUE @mbloomstein 2
  • 3. Appropriate, Inc. © 2010 #VanUE @mbloomstein 3
  • 4. Appropriate, Inc. © 2010 #VanUE @mbloomstein Why content strategy? 4
  • 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.) 5
  • 6. Appropriate, Inc. © 2010 #VanUE @mbloomstein Use content strategy to get what you want. 6
  • 7. Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers Information architects Interaction designers Project managers SEO/SEM specialists Social media consultants Use content strategy to get what you want. 7
  • 8. Appropriate, Inc. © 2010 #VanUE @mbloomstein ©Skillset.org 8
  • 9. Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time 9
  • 10. Appropriate, Inc. © 2010 #VanUE @mbloomstein Stay in budget Deliver on time 10
  • 11. Appropriate, Inc. © 2010 #VanUE @mbloomstein Give users what they need Stay in budget Deliver on time 11
  • 12. Appropriate, Inc. © 2010 #VanUE @mbloomstein Give users what they need Stay in budget Deliver on time Please our clients (and ourselves) 12
  • 13. Appropriate, Inc. © 2010 #VanUE @mbloomstein 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 13
  • 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. 14
  • 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. 15
  • 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 16
  • 17. Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? 17
  • 18. Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! 18
  • 19. Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 19
  • 20. Appropriate, Inc. © 2010 #VanUE @mbloomstein More Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 20
  • 21. Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 21
  • 22. Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 22
  • 23. Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple? 23
  • 24. Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple? 24
  • 25. Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple? 25
  • 26. Appropriate, Inc. © 2010 #VanUE @mbloomstein 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 26
  • 27. Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help you communicate. 27
  • 28. Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help you communicate— in less time, money, and stress. 28
  • 29. Appropriate, Inc. © 2010 #VanUE @mbloomstein Question: How do you visualize abstract concepts without concrete terms? 29
  • 30. Appropriate, Inc. © 2010 #VanUE @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary. 30
  • 31. Appropriate, Inc. © 2010 #VanUE @mbloomstein 31
  • 32. Appropriate, Inc. © 2010 #VanUE @mbloomstein Prioritize key messages 32
  • 33. Appropriate, Inc. © 2010 #VanUE @mbloomstein Design, write, label, and organize around those messages 33
  • 34. Appropriate, Inc. © 2010 #VanUE @mbloomstein Get it all right in fewer rounds of revision 34
  • 35. Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later. 35
  • 36. Appropriate, Inc. © 2010 #VanUE @mbloomstein Okay. How are we going to pay for this? 36
  • 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. 37
  • 38. Appropriate, Inc. © 2010 #VanUE @mbloomstein Words are cheaper than comps. 38
  • 39. Appropriate, Inc. © 2010 #VanUE @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience. 39
  • 40. Appropriate, Inc. © 2010 #VanUE @mbloomstein 40
  • 41. Appropriate, Inc. © 2010 #VanUE @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content. 41
  • 42. Appropriate, Inc. © 2010 #VanUE @mbloomstein 42
  • 43. Appropriate, Inc. © 2010 #VanUE @mbloomstein Live help! Social sharing! Video! Glossary! 43
  • 44. Appropriate, Inc. © 2010 #VanUE @mbloomstein 44
  • 45. Appropriate, Inc. © 2010 #VanUE @mbloomstein Clean Minimalist Laid back 45
  • 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? 46
  • 47. Appropriate, Inc. © 2010 #VanUE @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 47
  • 48. Appropriate, Inc. © 2010 #VanUE @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 48
  • 49. Appropriate, Inc. © 2010 #VanUE @mbloomstein What do we have? 49
  • 50. Appropriate, Inc. © 2010 #VanUE @mbloomstein Is it still good? 50
  • 51. Appropriate, Inc. © 2010 #VanUE @mbloomstein Do we even need it? 51
  • 52. Appropriate, Inc. © 2010 #VanUE @mbloomstein How will we get more? 52
  • 53. Appropriate, Inc. © 2010 #VanUE @mbloomstein Do folks even like it? 53
  • 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? 54
  • 55. Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy! 55
  • 56. Appropriate, Inc. © 2010 #VanUE @mbloomstein Conduct a quantitative and qualitative content audit 56
  • 57. Appropriate, Inc. © 2010 #VanUE @mbloomstein 57
  • 58. Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count 58
  • 59. Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count • Check parity of length and consistency in structure 59
  • 60. Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture 60
  • 61. Appropriate, Inc. © 2010 #VanUE @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant? 61
  • 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?” 62
  • 63. Appropriate, Inc. © 2010 #VanUE @mbloomstein Because you deserve to know that too. In advance. 63
  • 64. Appropriate, Inc. © 2010 #VanUE @mbloomstein Upsell content types to meet communication goals Testimonials Case studies Interactive tours Video interviews FAQs Self-service support ... 64
  • 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? 65
  • 66. Appropriate, Inc. © 2010 #VanUE @mbloomstein But wait! 66
  • 67. Appropriate, Inc. © 2010 #VanUE @mbloomstein But wait! They already have writers in the marketing department! 67
  • 68. Appropriate, Inc. © 2010 #VanUE @mbloomstein 68
  • 69. Appropriate, Inc. © 2010 #VanUE @mbloomstein OH NOES! 69
  • 70. Appropriate, Inc. © 2010 #VanUE @mbloomstein OH NOES! 70
  • 71. Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy is metaphorical bacon. 71
  • 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. 72
  • 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? 73
  • 74. Appropriate, Inc. © 2010 #VanUE @mbloomstein And where should the user experience begin? 74
  • 75. Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions. 75
  • 76. Appropriate, Inc. © 2010 #VanUE @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords 76
  • 77. Appropriate, Inc. © 2010 #VanUE @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage? 77
  • 78. Appropriate, Inc. © 2010 #VanUE @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?) 78
  • 79. Appropriate, Inc. © 2010 #VanUE @mbloomstein message architecture editorial style guidelines + editorial calendar a consistent multichannel presence 79
  • 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, 80 Little MOO, Print Robot
  • 81. Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content 81
  • 82. Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy drives demand—and results. 82
  • 83. Appropriate, Inc. © 2010 #VanUE @mbloomstein What do you get out of this? • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions 83
  • 84. Appropriate, Inc. © 2010 #VanUE @mbloomstein What do you get out of this? • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions And yes, you deserve this. 84
  • 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. 85