• Save
First things first: message matters
Upcoming SlideShare
Loading in...5
×
 

First things first: message matters

on

  • 9,368 views

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 ...

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.

Statistics

Views

Total Views
9,368
Views on SlideShare
8,804
Embed Views
564

Actions

Likes
27
Downloads
0
Comments
1

16 Embeds 564

http://lanyrd.com 329
http://storify.com 156
http://contentlovehub.com 33
http://patochacanablog.blogspot.com 11
http://twitter.com 8
http://localhost 6
https://twitter.com 5
http://www.tinkuy.net 3
http://strawberryj.am 3
http://trunk.ly 3
http://www.slideshare.net 2
http://drizzlin.com 1
http://us-w1.rockmelt.com 1
http://laurenpope.posterous.com 1
http://blackboard.sjksolution.com 1
https://www.linkedin.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Great Message!
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

First things first: message matters First things first: message matters Presentation Transcript

  • #csforum11 | @mbloomstein 1 Margot Bloomstein CS Forum 090511 @mbloomsteinFIRST THINGS FIRST:MESSAGE MATTERS. © 2011
  • #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
  • #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. © 2011
  • #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 © 2011
  • #csforum11 | @mbloomstein 15Ensure cross-channel consistency …among print and web and phone © 2011
  • #csforum11 | @mbloomstein 16Ensure cross-channel consistency …between Twitter and Facebook © 2011
  • #csforum11 | @mbloomstein 17Ensure cross-platform consistency (and contextual relevance) © 2011
  • #csforum11 | @mbloomstein 18 © 2011
  • #csforum11 | @mbloomstein 19First things first. © 2011
  • #csforum11 | @mbloomstein 20First things first.What do you need to communicate? © 2011
  • #csforum11 | @mbloomstein 21First things first.Why even do this… © 2011
  • #csforum11 | @mbloomstein 22First things first.Why even do this…redesign this website, © 2011
  • #csforum11 | @mbloomstein 23First things first.Why even do this…redesign this website,let the CEO start blogging, © 2011
  • #csforum11 | @mbloomstein 24First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, © 2011
  • #csforum11 | @mbloomstein 25First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter, © 2011
  • #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
  • #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
  • #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
  • #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
  • #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
  • #csforum11 | @mbloomstein 31If you don’t know whatyou need to communicate,how will you know if yousucceed? © 2011
  • #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 vocabulary. © 2011
  • #csforum11 | @mbloomstein 35What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2011
  • #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. © 2011
  • #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
  • #csforum11 | @mbloomstein 40CardsortingStep one:• Who we are• Who we’re not• Who we’d like to be(my methodology) © 2011
  • #csforum11 | @mbloomstein 41 © 2011
  • #csforum11 | @mbloomstein 42CardsortingStep two:• Who we are  Who we’d like to be © 2011
  • #csforum11 | @mbloomstein 43 © 2011
  • #csforum11 | @mbloomstein 44CardsortingStep three:• Prioritize the goals• Tell the story of those aspirations © 2011
  • #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. © 2011
  • #csforum11 | @mbloomstein 50Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2011
  • #csforum11 | @mbloomstein 51Why do this?Sell new content types to manifest themessage architecture—not just becausethey’re trendy. © 2011
  • #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 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
  • #csforum11 | @mbloomstein 54A little thing with big impact. © 2011
  • #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
  • #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 be sending in the future,simply send a message to owner-unsubscribe@insiders.miniusa.comand include “Unsubscribe” andyour favorite fruit in thesubject field. © 2011
  • #csforum11 | @mbloomstein 61Message architecture drivesthe user experience © 2011
  • #csforum11 | @mbloomstein 62…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2011
  • #csforum11 | @mbloomstein 63…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2011
  • #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 messagearchitecture. © 2011
  • #csforum11 | @mbloomstein 66So where to from here?New content types: prioritize featuresagainst the new communication goals.Experience? Portfolio.Trust and responsiveness? Testimonials. © 2011
  • #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
  • #csforum11 | @mbloomstein 68But your message architecturecomes first. © 2011
  • #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