Appropriate, Inc. © 2010   #W2E @mbloomstein




Faster! Easier! Better!
GIMME!
Use content strategy
to your advantage
Mar...
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.


                            ...
Appropriate, Inc. © 2010   #W2E @mbloomstein




Use content strategy
to get what you want.


                            ...
Appropriate, Inc. © 2010      #W2E @mbloomstein
                Designers
                Information architects
         ...
Appropriate, Inc. © 2010   #W2E @mbloomstein




       ©Skillset.org




                                               7
Appropriate, Inc. © 2010   #W2E @mbloomstein




          Deliver
          on time




                                 ...
Appropriate, Inc. © 2010                #W2E @mbloomstein




                           Stay in budget
          Deliver
...
Appropriate, Inc. © 2010                #W2E @mbloomstein


                                Give users
                   ...
Appropriate, Inc. © 2010                #W2E @mbloomstein


                                Give users
                   ...
Appropriate, Inc. © 2010                          #W2E @mbloomstein


                                          Give users...
Appropriate, Inc. © 2010         #W2E @mbloomstein




   This is where content strategy can help!




                   ...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




     What is content strategy?
                        ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Designers…
                           How do you vi...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Designers…
                           How do you vi...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Designers…
                           How do you vi...
Appropriate, Inc. © 2010                    #W2E @mbloomstein


  More
     Designers…
                           How do y...
Appropriate, Inc. © 2010                    #W2E @mbloomstein


  More like
     Designers…
                           How...
Appropriate, Inc. © 2010                    #W2E @mbloomstein


  More like Apple
     Designers…
                        ...
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”
              ...
Appropriate, Inc. © 2010                  #W2E @mbloomstein




                           Content strategy
              ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




                           Content strategy
            ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Question:
                           How do you vis...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




     Answer:
                           Use a message a...
Appropriate, Inc. © 2010   #W2E @mbloomstein




                                           29
Appropriate, Inc. © 2010                   #W2E @mbloomstein




                           Prioritize key messages




  ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




                           Design, write, label, and
   ...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




                           Get it all right in fewer
  ...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




     Result?
                           Invest in conte...
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?




                   ...
Appropriate, Inc. © 2010   #W2E @mbloomstein




     Fewer rounds of creative
     revision easily pay for
     content s...
Appropriate, Inc. © 2010   #W2E @mbloomstein




  Words are cheaper than comps.




                                     ...
Appropriate, Inc. © 2010                      #W2E @mbloomstein




     Content strategy
                           helps...
Appropriate, Inc. © 2010                       #W2E @mbloomstein




     Predictability helps them
                      ...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




     Predictability helps you
                         ...
Appropriate, Inc. © 2010   #W2E @mbloomstein




     Design supports content
     types and lengths!
     Layout offers c...
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...
Appropriate, Inc. © 2010   #W2E @mbloomstein




                                           46
Appropriate, Inc. © 2010   #W2E @mbloomstein




                                           47
Appropriate, Inc. © 2010                         #W2E @mbloomstein

                                           Live help!
...
Appropriate, Inc. © 2010   #W2E @mbloomstein




                                           49
Appropriate, Inc. © 2010               #W2E @mbloomstein




                            Clean



         Minimalist
    ...
Appropriate, Inc. © 2010                   #W2E @mbloomstein




     IAs & PMs…
                           How do you pla...
Appropriate, Inc. © 2010                                                       #W2E @mbloomstein




                     ...
Appropriate, Inc. © 2010                                                       #W2E @mbloomstein




                     ...
Appropriate, Inc. © 2010                 #W2E @mbloomstein




                           What do we have?



            ...
Appropriate, Inc. © 2010                  #W2E @mbloomstein




                           Is it still good?



          ...
Appropriate, Inc. © 2010              #W2E @mbloomstein




                       Do we even need it?



                ...
Appropriate, Inc. © 2010           #W2E @mbloomstein




                   How will we get more?



                     ...
Appropriate, Inc. © 2010              #W2E @mbloomstein




                    Do folks even like it?



                ...
Appropriate, Inc. © 2010                 #W2E @mbloomstein




                    And how do you budget by
              ...
Appropriate, Inc. © 2010              #W2E @mbloomstein




                           Content strategy!




             ...
Appropriate, Inc. © 2010                #W2E @mbloomstein




                           Develop a quantitative
          ...
Appropriate, Inc. © 2010   #W2E @mbloomstein




                                           62
Appropriate, Inc. © 2010                   #W2E @mbloomstein




                           • Conduct a head count




   ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




                           • Conduct a head count
      ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




                           • Conduct a head count
      ...
Appropriate, Inc. © 2010                   #W2E @mbloomstein




                           Is content
                   ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Result?
                           Content strategy...
Appropriate, Inc. © 2010   #W2E @mbloomstein




     Because you deserve to
     know that too.

     In advance.


     ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Result?
                           Content strategy...
Appropriate, Inc. © 2010                      #W2E @mbloomstein




     Result part 2: opportunity
                      ...
Appropriate, Inc. © 2010                      #W2E @mbloomstein




     Budget?
                           Sell your clie...
Appropriate, Inc. © 2010   #W2E @mbloomstein




     But wait!




                                           72
Appropriate, Inc. © 2010                     #W2E @mbloomstein




     But wait!
                           They already ...
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.




                   ...
Appropriate, Inc. © 2010                      #W2E @mbloomstein




                           Writing is only one tactica...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




     Search engine marketers…
                         ...
Appropriate, Inc. © 2010         #W2E @mbloomstein




               And where should the
               user experience ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Content strategy
                           can hel...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




                           • Map ad copy to the
       ...
Appropriate, Inc. © 2010                    #W2E @mbloomstein




     Social media consultants…
                         ...
Appropriate, Inc. © 2010   #W2E @mbloomstein




     Good conversation demands
     good content strategy.

     (Hi, inb...
Appropriate, Inc. © 2010                        #W2E @mbloomstein




                             message architecture
  ...
Appropriate, Inc. © 2010                                          #W2E @mbloomstein




                           From: L...
Appropriate, Inc. © 2010                   #W2E @mbloomstein




     Result?
                           • Prepare for sea...
Appropriate, Inc. © 2010   #W2E @mbloomstein




     Content strategy drives
     demand—and results.




               ...
Appropriate, Inc. © 2010                     #W2E @mbloomstein




     What do you get out of this?
                     ...
Appropriate, Inc. © 2010                #W2E @mbloomstein




                           No peanut butter,
               ...
Appropriate, Inc. © 2010                                       #W2E @mbloomstein




     Thank you!
     Margot Bloomstei...
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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 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

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