#csforum11 | @mbloomstein 1                Margot Bloomstein                CS Forum 090511                @mbloomsteinFIR...
#csforum11 | @mbloomstein 2“ Unless you understand what people are  trying to do with your content you cannot  know if it’...
#csforum11 | @mbloomstein 3Your serve.                                   © 2011
#csforum11 | @mbloomstein 4Why content strategy?                                      © 2011
#csforum11 | @mbloomstein 5Why content strategy?Because we all want the same thing,but content keeps getting in the way.  ...
#csforum11 | @mbloomstein 6Deliver on time                                © 2011
#csforum11 | @mbloomstein 7Maintain a consistent vision                                      © 2011
#csforum11 | @mbloomstein 8Ensure the site can evolve                                     © 2011
#csforum11 | @mbloomstein 9Support a holistic user experience                                         © 2011
#csforum11 | @mbloomstein 10Minimize revisions                                 © 2011
#csforum11 | @mbloomstein 11Maintain long-term consistency                                       © 2011
#csforum11 | @mbloomstein 12Keep the voice in microcopy                                      © 2011
#csforum11 | @mbloomstein 13Ensure cross-channel consistency                                        © 2011
#csforum11 | @mbloomstein 14Ensure cross-channel consistency   …among multiple bloggers                                   ...
#csforum11 | @mbloomstein 15Ensure cross-channel consistency         …among print            and web           and phone  ...
#csforum11 | @mbloomstein 16Ensure cross-channel consistency …between Twitter and Facebook                                ...
#csforum11 | @mbloomstein 17Ensure cross-platform consistency   (and contextual relevance)                                ...
#csforum11 | @mbloomstein 18                     © 2011
#csforum11 | @mbloomstein 19First things first.                                           © 2011
#csforum11 | @mbloomstein 20First things first.What do you need to communicate?                                           ...
#csforum11 | @mbloomstein 21First things first.Why even do this…                                           © 2011
#csforum11 | @mbloomstein 22First things first.Why even do this…redesign this website,                                    ...
#csforum11 | @mbloomstein 23First things first.Why even do this…redesign this website,let the CEO start blogging,         ...
#csforum11 | @mbloomstein 24First things first.Why even do this…redesign this website,let the CEO start blogging, audit th...
#csforum11 | @mbloomstein 25First things first.Why even do this…redesign this website,let the CEO start blogging, audit th...
#csforum11 | @mbloomstein 26First things first.Why even do this…redesign this website,let the CEO start blogging, audit th...
#csforum11 | @mbloomstein 27First things first.Why even do this…redesign this website,let the CEO start blogging, audit th...
#csforum11 | @mbloomstein 28First things first.Why even do this…redesign this website,let the CEO start blogging, audit th...
#csforum11 | @mbloomstein 29First things first.Why even do this…redesign this website,let the CEO start blogging, audit th...
#csforum11 | @mbloomstein 30First things first.Why even do this…redesign this website,let the CEO start blogging, audit th...
#csforum11 | @mbloomstein 31If you don’t know whatyou need to communicate,how will you know if yousucceed?                ...
#csforum11 | @mbloomstein 32Establish themessage architecture.                            © 2011
#csforum11 | @mbloomstein 33Establish themessage architecture.                            © 2011
#csforum11 | @mbloomstein 34What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabul...
#csforum11 | @mbloomstein 35What’s a message architecture?Concrete, shared terminology,not abstract concepts.             ...
#csforum11 | @mbloomstein 36Make us lookinnovative,but not risky.                             © 2011
#csforum11 | @mbloomstein 37It should saytraditional,but edgy.                             © 2011
#csforum11 | @mbloomstein 38Words are valuable,but meaningless withoutcontext and priority.                               ...
#csforum11 | @mbloomstein 39How?•   Engage in a tangible, hands-on way•   Encourage debate and conversation•   Identify po...
#csforum11 | @mbloomstein 40CardsortingStep one:• Who we are• Who we’re not• Who we’d like to be(my methodology)          ...
#csforum11 | @mbloomstein 41                     © 2011
#csforum11 | @mbloomstein 42CardsortingStep two:• Who we are  Who we’d like to be                                        ...
#csforum11 | @mbloomstein 43                     © 2011
#csforum11 | @mbloomstein 44CardsortingStep three:• Prioritize the goals• Tell the story of those aspirations             ...
#csforum11 | @mbloomstein 45Why do this?                                    © 2011
#csforum11 | @mbloomstein 46                     © 2011
#csforum11 | @mbloomstein 47                     © 2011
#csforum11 | @mbloomstein 48Why do this?Words are cheaper than comps.                                            © 2011
#csforum11 | @mbloomstein 49Why do this?Let creative colleagues refine the concept,rather than confirm the purpose.       ...
#csforum11 | @mbloomstein 50Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)    ...
#csforum11 | @mbloomstein 51Why do this?Sell new content types to manifest themessage architecture—not just becausethey’re...
#csforum11 | @mbloomstein 52A little thing with big impact.                                         © 2011
#csforum11 | @mbloomstein 53 A little thing with big impact.“ How could we prove this is a car not like  anything else out...
#csforum11 | @mbloomstein 54A little thing with big impact.                                         © 2011
#csforum11 | @mbloomstein 55Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proacti...
#csforum11 | @mbloomstein 56                     © 2011
#csforum11 | @mbloomstein 57                     © 2011
#csforum11 | @mbloomstein 58                     © 2011
#csforum11 | @mbloomstein 59                     © 2011
#csforum11 | @mbloomstein 60If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll...
#csforum11 | @mbloomstein 61Message architecture drivesthe user experience                                        © 2011
#csforum11 | @mbloomstein 62…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction          ...
#csforum11 | @mbloomstein 63…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights           ...
#csforum11 | @mbloomstein 64…and in the choice of featuresand content types                                         © 2011
#csforum11 | @mbloomstein 65So where to from here?Content audit: measure quality againstthe aspirational attributes in the...
#csforum11 | @mbloomstein 66So where to from here?New content types: prioritize featuresagainst the new communication goal...
#csforum11 | @mbloomstein 67So where to from here?Editorial style guidelines: determinediction, sentence structure, formal...
#csforum11 | @mbloomstein 68But your message architecturecomes first.                                        © 2011
#csforum11 | @mbloomstein 69Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#csf...
Upcoming SlideShare
Loading in...5
×

First things first: message matters

9,407

Published on

A hierarchy of communication goals, cohesive multichannel experiences, long-term consistency... we all want these things. But actions speak louder than words—and as content strategists, we're in the business of both! What steps can you take to ensure your recommendations are always on brand—and that everyone understands what that means? Just as content without content strategy can delay a launch or undermine an otherwise lovely design, content strategy without a message architecture is a waste of your time and creativity.

In this session, Margot will coax you back from the content audit, style guidelines, and copywriting to first create a message architecture. As a strategic driver of content strategy and visual design, a message architecture will help you and your stakeholders rally around a common vision, ensure everyone is speaking the same language, and clarify what we really mean when we say content is “good”—all while avoiding political arguments that come down to personal preference.

Presented at CS Forum London #csforum11, September 5, 2011.

Published in: Design, Technology
1 Comment
27 Likes
Statistics
Notes
No Downloads
Views
Total Views
9,407
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
1
Likes
27
Embeds 0
No embeds

No notes for slide

First things first: message matters

  1. 1. #csforum11 | @mbloomstein 1 Margot Bloomstein CS Forum 090511 @mbloomsteinFIRST THINGS FIRST:MESSAGE MATTERS. © 2011
  2. 2. #csforum11 | @mbloomstein 2“ Unless you understand what people are trying to do with your content you cannot know if it’s working or not.” (Gerry McGovern, 45 minutes ago) © 2011
  3. 3. #csforum11 | @mbloomstein 3Your serve. © 2011
  4. 4. #csforum11 | @mbloomstein 4Why content strategy? © 2011
  5. 5. #csforum11 | @mbloomstein 5Why content strategy?Because we all want the same thing,but content keeps getting in the way. © 2011
  6. 6. #csforum11 | @mbloomstein 6Deliver on time © 2011
  7. 7. #csforum11 | @mbloomstein 7Maintain a consistent vision © 2011
  8. 8. #csforum11 | @mbloomstein 8Ensure the site can evolve © 2011
  9. 9. #csforum11 | @mbloomstein 9Support a holistic user experience © 2011
  10. 10. #csforum11 | @mbloomstein 10Minimize revisions © 2011
  11. 11. #csforum11 | @mbloomstein 11Maintain long-term consistency © 2011
  12. 12. #csforum11 | @mbloomstein 12Keep the voice in microcopy © 2011
  13. 13. #csforum11 | @mbloomstein 13Ensure cross-channel consistency © 2011
  14. 14. #csforum11 | @mbloomstein 14Ensure cross-channel consistency …among multiple bloggers © 2011
  15. 15. #csforum11 | @mbloomstein 15Ensure cross-channel consistency …among print and web and phone © 2011
  16. 16. #csforum11 | @mbloomstein 16Ensure cross-channel consistency …between Twitter and Facebook © 2011
  17. 17. #csforum11 | @mbloomstein 17Ensure cross-platform consistency (and contextual relevance) © 2011
  18. 18. #csforum11 | @mbloomstein 18 © 2011
  19. 19. #csforum11 | @mbloomstein 19First things first. © 2011
  20. 20. #csforum11 | @mbloomstein 20First things first.What do you need to communicate? © 2011
  21. 21. #csforum11 | @mbloomstein 21First things first.Why even do this… © 2011
  22. 22. #csforum11 | @mbloomstein 22First things first.Why even do this…redesign this website, © 2011
  23. 23. #csforum11 | @mbloomstein 23First things first.Why even do this…redesign this website,let the CEO start blogging, © 2011
  24. 24. #csforum11 | @mbloomstein 24First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, © 2011
  25. 25. #csforum11 | @mbloomstein 25First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter, © 2011
  26. 26. #csforum11 | @mbloomstein 26First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter,consolidate the current site architecture, © 2011
  27. 27. #csforum11 | @mbloomstein 27First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter,consolidate the current site architecture,add video testimonials, © 2011
  28. 28. #csforum11 | @mbloomstein 28First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter,consolidate the current site architecture,add video testimonials, incorporate userreviews, © 2011
  29. 29. #csforum11 | @mbloomstein 29First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter,consolidate the current site architecture,add video testimonials, incorporate userreviews, develop new brand guidelines… © 2011
  30. 30. #csforum11 | @mbloomstein 30First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter,consolidate the current site architecture,add video testimonials, incorporate userreviews, develop new brand guidelines…if you don’t know what you need tocommunicate? © 2011
  31. 31. #csforum11 | @mbloomstein 31If you don’t know whatyou need to communicate,how will you know if yousucceed? © 2011
  32. 32. #csforum11 | @mbloomstein 32Establish themessage architecture. © 2011
  33. 33. #csforum11 | @mbloomstein 33Establish themessage architecture. © 2011
  34. 34. #csforum11 | @mbloomstein 34What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2011
  35. 35. #csforum11 | @mbloomstein 35What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2011
  36. 36. #csforum11 | @mbloomstein 36Make us lookinnovative,but not risky. © 2011
  37. 37. #csforum11 | @mbloomstein 37It should saytraditional,but edgy. © 2011
  38. 38. #csforum11 | @mbloomstein 38Words are valuable,but meaningless withoutcontext and priority. © 2011
  39. 39. #csforum11 | @mbloomstein 39How?• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2011
  40. 40. #csforum11 | @mbloomstein 40CardsortingStep one:• Who we are• Who we’re not• Who we’d like to be(my methodology) © 2011
  41. 41. #csforum11 | @mbloomstein 41 © 2011
  42. 42. #csforum11 | @mbloomstein 42CardsortingStep two:• Who we are  Who we’d like to be © 2011
  43. 43. #csforum11 | @mbloomstein 43 © 2011
  44. 44. #csforum11 | @mbloomstein 44CardsortingStep three:• Prioritize the goals• Tell the story of those aspirations © 2011
  45. 45. #csforum11 | @mbloomstein 45Why do this? © 2011
  46. 46. #csforum11 | @mbloomstein 46 © 2011
  47. 47. #csforum11 | @mbloomstein 47 © 2011
  48. 48. #csforum11 | @mbloomstein 48Why do this?Words are cheaper than comps. © 2011
  49. 49. #csforum11 | @mbloomstein 49Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2011
  50. 50. #csforum11 | @mbloomstein 50Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2011
  51. 51. #csforum11 | @mbloomstein 51Why do this?Sell new content types to manifest themessage architecture—not just becausethey’re trendy. © 2011
  52. 52. #csforum11 | @mbloomstein 52A little thing with big impact. © 2011
  53. 53. #csforum11 | @mbloomstein 53 A little thing with big impact.“ How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.” © 2011
  54. 54. #csforum11 | @mbloomstein 54A little thing with big impact. © 2011
  55. 55. #csforum11 | @mbloomstein 55Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive and supportive of spontaneityClassic design• Experienced and savvyCheekiness• Smart, “punny,” hip• Fun, gleeful © 2011
  56. 56. #csforum11 | @mbloomstein 56 © 2011
  57. 57. #csforum11 | @mbloomstein 57 © 2011
  58. 58. #csforum11 | @mbloomstein 58 © 2011
  59. 59. #csforum11 | @mbloomstein 59 © 2011
  60. 60. #csforum11 | @mbloomstein 60If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll be sending in the future,simply send a message to owner-unsubscribe@insiders.miniusa.comand include “Unsubscribe” andyour favorite fruit in thesubject field. © 2011
  61. 61. #csforum11 | @mbloomstein 61Message architecture drivesthe user experience © 2011
  62. 62. #csforum11 | @mbloomstein 62…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2011
  63. 63. #csforum11 | @mbloomstein 63…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2011
  64. 64. #csforum11 | @mbloomstein 64…and in the choice of featuresand content types © 2011
  65. 65. #csforum11 | @mbloomstein 65So where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2011
  66. 66. #csforum11 | @mbloomstein 66So where to from here?New content types: prioritize featuresagainst the new communication goals.Experience? Portfolio.Trust and responsiveness? Testimonials. © 2011
  67. 67. #csforum11 | @mbloomstein 67So where to from here?Editorial style guidelines: determinediction, sentence structure, formality, etc.Traditional?Longer sentences, more Latinate verbs,pragmatic use of passive voice, etc. © 2011
  68. 68. #csforum11 | @mbloomstein 68But your message architecturecomes first. © 2011
  69. 69. #csforum11 | @mbloomstein 69Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#csforum11Title image: http://flickr.com/KandyJaxxAll other images property of their respective owners or public domain. © 2011

×