#WCCON | @mbloomstein 1
© 2011© 2011
Margot Bloomstein
Web Content June 6, 2011
@mbloomstein | #wccon
FIRST THINGS FIRST:
...
#WCCON | @mbloomstein 2
© 2011
We’ve got this.
Planning for the creation, aggregation,
governance, and expiration of conte...
#WCCON | @mbloomstein 3
© 2011
We’ve got this.
Planning for the creation, aggregation,
governance, and expiration of conte...
#WCCON | @mbloomstein 4
© 2011
#WCCON | @mbloomstein 5
© 2011
Ideal: foster experience in time
• Repeat visitors/contexts
• Frequent updates
• Demand for...
#WCCON | @mbloomstein 6
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expirati...
#WCCON | @mbloomstein 7
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expirati...
#WCCON | @mbloomstein 8
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expirati...
#WCCON | @mbloomstein 9
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expirati...
#WCCON | @mbloomstein 10
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation,
governance, and expirat...
#WCCON | @mbloomstein 11
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for nove...
#WCCON | @mbloomstein 12
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for nove...
#WCCON | @mbloomstein 13
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for nove...
#WCCON | @mbloomstein 14
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for nove...
#WCCON | @mbloomstein 15
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for nove...
#WCCON | @mbloomstein 16
© 2011
Mobile means (re)focusing.
• Repeat visitors/contexts
• Frequent updates
• Demand for nove...
#WCCON | @mbloomstein 17
© 2011
Good mobile experiences are
empowering to the point of
narcissism.
#WCCON | @mbloomstein 18
© 2011
Good mobile experiences are
empowering to the point of
narcissism…
So how can you maintain...
#WCCON | @mbloomstein 19
© 2011
Quick to the point /
to the point no fakin’
#WCCON | @mbloomstein 20
© 2011
Mobile means (re)focusing.
Focusing demands content strategy.
• Hold fast to a clear messa...
#WCCON | @mbloomstein 21
© 2011
What’s a message architecture?
A hierarchy of communication goals that
reflect a common vo...
#WCCON | @mbloomstein 22
© 2011
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
#WCCON | @mbloomstein 23
© 2011
Make us look
innovative,
but not risky.
#WCCON | @mbloomstein 24
© 2011
We’re smart,
but savvy…
that’s not us.
#WCCON | @mbloomstein 25
© 2011
It should say
traditional,
but edgy.
#WCCON | @mbloomstein 26
© 2011
#WCCON | @mbloomstein 27
© 2011
Why do this?
• Maintain a consistent multi-channel UX
• Identify conflicting priorities
• ...
#WCCON | @mbloomstein 28
© 2011
Here’s an example…
Empowering
• Direct
• Simplifying and savvy
Efficient
• Engaged, not ov...
#WCCON | @mbloomstein 29
© 2011
#WCCON | @mbloomstein 30
© 2011
Proactive
White space &
clean lines
Unfussy
#WCCON | @mbloomstein 31
© 2011
#WCCON | @mbloomstein 32
© 2011
Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented...
#WCCON | @mbloomstein 33
© 2011
#WCCON | @mbloomstein 34
© 2011
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirm...
#WCCON | @mbloomstein 35
© 2011
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
#WCCON | @mbloomstein 36
© 2011
Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but without pri...
#WCCON | @mbloomstein 37
© 2011
What are varying contexts?
Good experiences triage and support
varying mobile contexts—and...
#WCCON | @mbloomstein 38
© 2011
What are varying contexts?
• What time is my flight this afternoon?
• Which gate am I goin...
#WCCON | @mbloomstein 39
© 2011
Recombobulation area picture
#WCCON | @mbloomstein 40
© 2011
Layer, don’t limit
Triangulate between the message
architecture and user goals and tasks t...
#WCCON | @mbloomstein 41
© 2011
#WCCON | @mbloomstein 42
© 2011
Minimal detail
Layered information
Options to see more
#WCCON | @mbloomstein 43
© 2011
Layer, don’t limit…
or pay the price.
#WCCON | @mbloomstein 44
© 2011
H&M dress screenshots
#WCCON | @mbloomstein 45
© 2011
I want to buy this dress.
Do you have this dress?
I want to give you my money.
#WCCON | @mbloomstein 46
© 2011
What’s the message
architecture?
Who are you again?
What’s the use case
for this?
#WCCON | @mbloomstein 47
© 2011
#WCCON | @mbloomstein 48
© 2011
#WCCON | @mbloomstein 49
© 2011
#WCCON | @mbloomstein 50
© 2011
We can do better than this.
Content strategy can help.
#WCCON | @mbloomstein 51
© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mblooms...
#WCCON | @mbloomstein 52
© 2011
Thank you!
Meghan Casey, Jonathan Kahn, Michael
Lohmiller, Rachel Lovinger, Karen McGrane,...
#WCCON | @mbloomstein 53
© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mblooms...
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First things first: get your message right

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Checkins, photo tagging, virtual wallets--with all the expected attributes of a mobile experience, content strategy can seem like an afterthought as you chart a path to consumer engagement. But when every word counts, consistency, messaging, and editorial strategy matter most. First things first: get your message right. We'll discuss how to prioritize communication goals to kick off the content strategy process, no matter the screen on which you're planning to communicate.

Presented at Web Content: Going Mobile #wccon, June 6, 2011.

Published in: Design, Technology
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  • This addresses people/agents and time
  • This addresses people/agents and time
  • ID conflicting priorities because users have no time to navigate them
  • These differ from the brand values, which speak more to the company
  • These differ from the brand values, which speak more to the company
  • Prioritized and translated for action (actionable)
  • First things first: get your message right

    1. 1. #WCCON | @mbloomstein 1 © 2011© 2011 Margot Bloomstein Web Content June 6, 2011 @mbloomstein | #wccon FIRST THINGS FIRST: GET YOUR MESSAGE RIGHT.
    2. 2. #WCCON | @mbloomstein 2 © 2011 We’ve got this. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
    3. 3. #WCCON | @mbloomstein 3 © 2011 We’ve got this. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
    4. 4. #WCCON | @mbloomstein 4 © 2011
    5. 5. #WCCON | @mbloomstein 5 © 2011 Ideal: foster experience in time • Repeat visitors/contexts • Frequent updates • Demand for novelty • History – press releases • Future – “Upcoming”
    6. 6. #WCCON | @mbloomstein 6 © 2011 Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
    7. 7. #WCCON | @mbloomstein 7 © 2011 Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
    8. 8. #WCCON | @mbloomstein 8 © 2011 Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
    9. 9. #WCCON | @mbloomstein 9 © 2011 Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
    10. 10. #WCCON | @mbloomstein 10 © 2011 Mobile means (re)focusing. Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
    11. 11. #WCCON | @mbloomstein 11 © 2011 Mobile means (re)focusing. • Repeat visitors/contexts • Frequent updates • Demand for novelty • History – press releases • Future – “Upcoming”
    12. 12. #WCCON | @mbloomstein 12 © 2011 Mobile means (re)focusing. • Repeat visitors/contexts • Frequent updates • Demand for novelty • History – press releases • Future – “Upcoming” • Variable contexts
    13. 13. #WCCON | @mbloomstein 13 © 2011 Mobile means (re)focusing. • Repeat visitors/contexts • Frequent updates • Demand for novelty • History – press releases • Future – “Upcoming” • Variable contexts • Contextual relevance
    14. 14. #WCCON | @mbloomstein 14 © 2011 Mobile means (re)focusing. • Repeat visitors/contexts • Frequent updates • Demand for novelty • History – press releases • Future – “Upcoming” • Variable contexts • Contextual relevance • Demand for relevance
    15. 15. #WCCON | @mbloomstein 15 © 2011 Mobile means (re)focusing. • Repeat visitors/contexts • Frequent updates • Demand for novelty • History – press releases • Future – “Upcoming” • Variable contexts • Contextual relevance • Demand for relevance • There’s only now
    16. 16. #WCCON | @mbloomstein 16 © 2011 Mobile means (re)focusing. • Repeat visitors/contexts • Frequent updates • Demand for novelty • History – press releases • Future – “Upcoming” • Variable contexts • Contextual relevance • Demand for relevance • There’s only now • 5 minutes from now
    17. 17. #WCCON | @mbloomstein 17 © 2011 Good mobile experiences are empowering to the point of narcissism.
    18. 18. #WCCON | @mbloomstein 18 © 2011 Good mobile experiences are empowering to the point of narcissism… So how can you maintain a brand and experience between the user and context?
    19. 19. #WCCON | @mbloomstein 19 © 2011 Quick to the point / to the point no fakin’
    20. 20. #WCCON | @mbloomstein 20 © 2011 Mobile means (re)focusing. Focusing demands content strategy. • Hold fast to a clear message architecture • Triage and support varying contexts (and empower navigation between them) • Layer secondary content— don’t strip away “extraneous” details
    21. 21. #WCCON | @mbloomstein 21 © 2011 What’s a message architecture? A hierarchy of communication goals that reflect a common vocabulary.
    22. 22. #WCCON | @mbloomstein 22 © 2011 What’s a message architecture? Concrete, shared terminology, not abstract concepts.
    23. 23. #WCCON | @mbloomstein 23 © 2011 Make us look innovative, but not risky.
    24. 24. #WCCON | @mbloomstein 24 © 2011 We’re smart, but savvy… that’s not us.
    25. 25. #WCCON | @mbloomstein 25 © 2011 It should say traditional, but edgy.
    26. 26. #WCCON | @mbloomstein 26 © 2011
    27. 27. #WCCON | @mbloomstein 27 © 2011 Why do this? • Maintain a consistent multi-channel UX • Identify conflicting priorities • Preserve voice in CTAs, error messages… • Maintain long-term consistency • Identify if mobile is even appropriate
    28. 28. #WCCON | @mbloomstein 28 © 2011 Here’s an example… Empowering • Direct • Simplifying and savvy Efficient • Engaged, not overwhelming • Streamlined Responsive, helpful • Proactive and anticipatory
    29. 29. #WCCON | @mbloomstein 29 © 2011
    30. 30. #WCCON | @mbloomstein 30 © 2011 Proactive White space & clean lines Unfussy
    31. 31. #WCCON | @mbloomstein 31 © 2011
    32. 32. #WCCON | @mbloomstein 32 © 2011 Here’s an example… Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
    33. 33. #WCCON | @mbloomstein 33 © 2011
    34. 34. #WCCON | @mbloomstein 34 © 2011 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
    35. 35. #WCCON | @mbloomstein 35 © 2011 Message architecture… Cheeky Customer oriented and responsive Helpful
    36. 36. #WCCON | @mbloomstein 36 © 2011 Versus brand values? Design Innovation Community Excellence These inspire, but without priority.
    37. 37. #WCCON | @mbloomstein 37 © 2011 What are varying contexts? Good experiences triage and support varying mobile contexts—and let users navigate between them.
    38. 38. #WCCON | @mbloomstein 38 © 2011 What are varying contexts? • What time is my flight this afternoon? • Which gate am I going to again? • Did they change the gate? • My connection is tight—where do I run? • Is there another delay?! • Can I call the airline to reticket?
    39. 39. #WCCON | @mbloomstein 39 © 2011 Recombobulation area picture
    40. 40. #WCCON | @mbloomstein 40 © 2011 Layer, don’t limit Triangulate between the message architecture and user goals and tasks to layer secondary content—don’t just eliminate “extraneous” detail.
    41. 41. #WCCON | @mbloomstein 41 © 2011
    42. 42. #WCCON | @mbloomstein 42 © 2011 Minimal detail Layered information Options to see more
    43. 43. #WCCON | @mbloomstein 43 © 2011 Layer, don’t limit… or pay the price.
    44. 44. #WCCON | @mbloomstein 44 © 2011 H&M dress screenshots
    45. 45. #WCCON | @mbloomstein 45 © 2011 I want to buy this dress. Do you have this dress? I want to give you my money.
    46. 46. #WCCON | @mbloomstein 46 © 2011 What’s the message architecture? Who are you again? What’s the use case for this?
    47. 47. #WCCON | @mbloomstein 47 © 2011
    48. 48. #WCCON | @mbloomstein 48 © 2011
    49. 49. #WCCON | @mbloomstein 49 © 2011
    50. 50. #WCCON | @mbloomstein 50 © 2011 We can do better than this. Content strategy can help.
    51. 51. #WCCON | @mbloomstein 51 © 2011 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein #WCCON Feedback? http://spkr8.com/t/7729
    52. 52. #WCCON | @mbloomstein 52 © 2011 Thank you! Meghan Casey, Jonathan Kahn, Michael Lohmiller, Rachel Lovinger, Karen McGrane, Lis Pardi, The Cars Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a- blogging-editorial-calendar/ and http://www.airportmagazine.net Vanilla Ice image © Associated Press
    53. 53. #WCCON | @mbloomstein 53 © 2011 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein #wccon Feedback? http://spkr8.com/t/7729

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