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Faster, easier, better, GIMME! Use content strategy to your advantage
 

Faster, easier, better, GIMME! Use content strategy to your advantage

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Hear noise about timelines and budgets? That rumble is yet another interactive team trying to work content strategy into their existing user experience process. So let’s get personal: why should you ...

Hear noise about timelines and budgets? That rumble is yet another interactive team trying to work content strategy into their existing user experience process. So let’s get personal: why should you care? More importantly, what’s in it for you?

If you’re an information architect, interaction designer, search engine marketer, social media strategist, account manager, or project manager, you’ve got a lot on your plate. Vague client requirements? Check. Endless rounds of revision? More than you can count. And that’s exactly where content strategy can help!

As annoyingly peppy exercise enthusiasts can tell you, waking up to an early-morning run really can give you more energy throughout the day. Content strategy can do the same thing: we’ll discuss how you can incorporate the techniques, thinking, and deliverables of this practice to actually enrich your own work, drive your clients to deliver, help you save time, and shift budget to more worthwhile activities.

Presented at Web 2.0 NYC (#w2e) September 29, 2010.

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    Faster, easier, better, GIMME! Use content strategy to your advantage Faster, easier, better, GIMME! Use content strategy to your advantage Presentation Transcript

    • Appropriate, Inc. © 2010 #W2E @mbloomstein Faster! Easier! Better! GIMME! Use content strategy to your advantage Margot Bloomstein @mbloomstein #W2E September 29, 2010 1
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 2
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 3
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want. 4
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want. 5
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Designers Information architects Interaction designers Project managers SEO/SEM specialists Social media consultants Use content strategy to get what you want. 6
    • Appropriate, Inc. © 2010 #W2E @mbloomstein ©Skillset.org 7
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time 8
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Stay in budget Deliver on time 9
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Give users what they need Stay in budget Deliver on time 10
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Give users what they need Stay in budget Deliver on time Please our clients (and ourselves) 11
    • Appropriate, Inc. © 2010 #W2E @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 12
    • Appropriate, Inc. © 2010 #W2E @mbloomstein This is where content strategy can help! 13
    • Appropriate, Inc. © 2010 #W2E @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. 14
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? 15
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! 16
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 17
    • Appropriate, Inc. © 2010 #W2E @mbloomstein More Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 18
    • Appropriate, Inc. © 2010 #W2E @mbloomstein More like Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 19
    • Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple Designers… How do you visualize abstract concepts without concrete terms? Make us look hip! We’re traditional, but not conservative. 20
    • Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple? 21
    • Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple? 22
    • Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple? 23
    • Appropriate, Inc. © 2010 #W2E @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 24
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate. 25
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate— in less time, money, and stress. 26
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Question: How do you visualize abstract concepts without concrete terms? 27
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary. 28
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 29
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Prioritize key messages 30
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Design, write, label, and organize around those messages 31
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Get it all right in fewer rounds of revision 32
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later. 33
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 34
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 35
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Okay. How are we going to pay for this? 36
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate. 37
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Words are cheaper than comps. 38
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy helps you sell your clients on predictability. 39
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps them • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts 40
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates 41
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Design supports content types and lengths! Layout offers context! Templates accommodate— not fight—user-generated content! 42
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 43
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 44
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience. 45
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 46
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 47
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Live help! Social sharing! Video! Glossary! 48
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 49
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Clean Minimalist Laid back 50
    • Appropriate, Inc. © 2010 #W2E @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need? 51
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 52
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 53
    • Appropriate, Inc. © 2010 #W2E @mbloomstein What do we have? 54
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Is it still good? 55
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Do we even need it? 56
    • Appropriate, Inc. © 2010 #W2E @mbloomstein How will we get more? 57
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Do folks even like it? 58
    • Appropriate, Inc. © 2010 #W2E @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? 59
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy! 60
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Develop a quantitative and qualitative content audit 61
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 62
    • Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count 63
    • Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure 64
    • Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture 65
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Is content brand-appropriate, current, and relevant? 66
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis. 67
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Because you deserve to know that too. In advance. 68
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy informs brand-appropriate calls to action & site-wide nomenclature. 69
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Result part 2: opportunity • ID new content types • prep the client for them • upsell case studies • gather testimonials 70
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right? 71
    • Appropriate, Inc. © 2010 #W2E @mbloomstein But wait! 72
    • Appropriate, Inc. © 2010 #W2E @mbloomstein But wait! They already have writers in the marketing department! 73
    • Appropriate, Inc. © 2010 #W2E @mbloomstein 74
    • Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES! 75
    • Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES! 76
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy is metaphorical bacon. 77
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective. 78
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Search engine marketers… How do you write meta and ad copy when the copy for fulfillment pages keeps changing? 79
    • Appropriate, Inc. © 2010 #W2E @mbloomstein And where should the user experience begin? 80
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions. 81
    • Appropriate, Inc. © 2010 #W2E @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords 82
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage? 83
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?) 84
    • Appropriate, Inc. © 2010 #W2E @mbloomstein message architecture editorial style guidelines + editorial calendar a consistent multichannel presence 85
    • Appropriate, Inc. © 2010 #W2E @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, 86 Little MOO, Print Robot
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content 87
    • Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy drives demand—and results. 88
    • Appropriate, Inc. © 2010 #W2E @mbloomstein What do you get out of this? • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions 89
    • Appropriate, Inc. © 2010 #W2E @mbloomstein No peanut butter, just happiness. (For you, users, & clients) 90
    • Appropriate, Inc. © 2010 #W2E @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. 91