Secrets of Brand-Driven Content Strategy workshop
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Facing feature creep and disagreements among stakeholders? Are you trying to incorporate a blog, Twitter feed, or curated content because the CMO likes it… or because it fits your communication ...

Facing feature creep and disagreements among stakeholders? Are you trying to incorporate a blog, Twitter feed, or curated content because the CMO likes it… or because it fits your communication goals? You need to get a grip on content, the people who make it—and the brand they want to establish. Enter brand-driven content strategy: complement your user-centered design techniques in the workshop that will empower you with the questions, tools, and exercises to implement it. Learn how to develop a message architecture, discover how a brand attributes cardsort can identify pitfalls and points of disagreement, and improve organizational alignment around the brand and content. Then we’ll use the message architecture to conduct a qualitative and quantitative content audit to reveal new content types. Leave with confidence, savvy, and experience to bring brand-driven content strategy techniques and thinking back to your own organization.

Presented at the IA Summit 2013, #IAS13, April 4, 2013 in Baltimore.

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Secrets of Brand-Driven Content Strategy workshop Presentation Transcript

  • 1. @mbloomstein | #IAS13 1 Margot Bloomstein IA Summit April 2013 @mbloomsteinThe secrets of brand-drivenCONTENT STRATEGY © 2013 © 2011
  • 2. @mbloomstein | #IAS13 2“ Unless you understand what people are trying to do with your content you cannot know if it’s working or not.” Gerry McGovern © 2013
  • 3. @mbloomstein | #IAS13 3Your serve.And who are you again?  © 2013
  • 4. @mbloomstein | #IAS13 4What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. © 2013
  • 5. @mbloomstein | #IAS13 5Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  • 6. @mbloomstein | #IAS13 6Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  • 7. Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation.
  • 8. Why content strategy?
  • 9. Why content strategy?Because we all want the same thing,but content keeps getting in the way.
  • 10. @mbloomstein | #IAS13 10Content demands attention © 2013
  • 11. @mbloomstein | #IAS13 11Content requires timeBecause we all want the same thing,but content keeps getting in the way.(CC) http://www.flickr.com/photos/slworking © 2013
  • 12. @mbloomstein | #IAS13 12Sustainable content is content you cancreate—and maintain—without goingbroke, without lowering quality in waysthat make the content suck, and withoutworking employees into nervousbreakdowns.Erin Kissane,The Elements of Content Strategy © 2013
  • 13. @mbloomstein | #IAS13 13Content dredges up politics ©Margot Bloomstein © 2013
  • 14. @mbloomstein | #IAS13 14You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, inform… © 2013
  • 15. @mbloomstein | #IAS13 15You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, inform…Content demands an owner& ownership. © 2013
  • 16. This is your job now.
  • 17. @mbloomstein | #IAS13 17 ©Skillset.org © 2013
  • 18. @mbloomstein | #IAS13 18First things first.What do you need to communicate? © 2013
  • 19. @mbloomstein | #IAS13 19First things first.Why even…redesign the website, let theCEO start blogging, audit the content,start engaging on Twitter, consolidate thesite architecture, add video testimonials,incorporate user reviews, develop newbrand guidelines… if you don’t knowwhat you need to communicate? © 2013
  • 20. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  • 21. @mbloomstein | #IAS13 21What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  • 22. @mbloomstein | #IAS13 22A little thing with big impact. © 2013
  • 23. @mbloomstein | #IAS13 23 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.” © 2013
  • 24. @mbloomstein | #IAS13 24A little thing with big impact. © 2013
  • 25. @mbloomstein | #IAS13 25Message 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 © 2013
  • 26. @mbloomstein | #IAS13 26 © 2013
  • 27. @mbloomstein | #IAS13 27 © 2013
  • 28. @mbloomstein | #IAS13 28 © 2013
  • 29. @mbloomstein | #IAS13 29 © 2013
  • 30. @mbloomstein | #IAS13 30If 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. © 2013
  • 31. @mbloomstein | #IAS13 31Message architecture drivesthe user experience © 2013
  • 32. @mbloomstein | #IAS13 32…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2013
  • 33. @mbloomstein | #IAS13 33…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2013
  • 34. @mbloomstein | #IAS13 34…and in the choice of featuresand content types © 2013
  • 35. @mbloomstein | #IAS13 35What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  • 36. @mbloomstein | #IAS13 36What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2013
  • 37. @mbloomstein | #IAS13 37Welcoming,but elite.Selective? © 2013
  • 38. @mbloomstein | #IAS13 38Accessible,open, andpremiere. © 2013
  • 39. @mbloomstein | #IAS13 39Traditional,but edgy. © 2013
  • 40. @mbloomstein | #IAS13 40©Warby Parker © 2013
  • 41. @mbloomstein | #IAS13 41Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them context.) © 2013
  • 42. @mbloomstein | #IAS13 42Why do this?Words are cheaper than comps. © 2013
  • 43. @mbloomstein | #IAS13 43Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2013
  • 44. @mbloomstein | #IAS13 44How?• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2013
  • 45. @mbloomstein | #IAS13 45Cardsorting• Groups of ~5• Pick 2 people to represent the brand• Everyone else: put on your content strategy hats! © 2013
  • 46. @mbloomstein | #IAS13 46Group 1: You’re a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteers and donors, you want to change howpeople view senior living in the 21st century.Group 2: You’re an excellent Midwesternuniversity known and valued locally—but youwant to grow in relevance and attract moreapplicants , faculty, and funding from aroundthe country and world. © 2013
  • 47. @mbloomstein | #IAS13 47 © 2013
  • 48. @mbloomstein | #IAS13 48CardsortingStep one:• Who we are• Who we’re not• Who we’d like to beGo with your gut for about 20 minutes. © 2013
  • 49. @mbloomstein | #IAS13 49Group 1: You’re a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteers and donors, you want to change howpeople view senior living in the 21st century.Group 2: You’re an excellent Midwesternuniversity known and valued locally—but youwant to grow in relevance and attract moreapplicants , faculty, and funding from aroundthe country and world. © 2013
  • 50. @mbloomstein | #IAS13 50 © 2013
  • 51. @mbloomstein | #IAS13 51CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~15 minutes © 2013
  • 52. @mbloomstein | #IAS13 52Group 1: You’re a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteers and donors, you want to change howpeople view senior living in the 21st century.Group 2: You’re an excellent Midwesternuniversity known and valued locally—but youwant to grow in relevance and attract moreapplicants , faculty, and funding from aroundthe country and world. © 2013
  • 53. @mbloomstein | #IAS13 53CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of those aspirations~15 minutes © 2013
  • 54. @mbloomstein | #IAS13 54Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2013
  • 55. @mbloomstein | #IAS13 55Why do this?Promote new content types to manifestthe message architecture—not justbecause they’re trendy or feasible. © 2013
  • 56. @mbloomstein | #IAS13 56So where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2013
  • 57. @mbloomstein | #IAS13 57So where to from here?New content types: prioritize featuresagainst the new communication goals.Experience? Portfolio.Trust and responsiveness? Testimonials. © 2013
  • 58. Audit time!
  • 59. @mbloomstein | #IAS13 59The organizationEstablished and premiere• Founded in 1896• International reputation for depth in several areas • Not really a “destination” for tourists—but definitely for academics and researchersTrusted• Known for research among competitors, but not local audience• Target audience is loyal, but places greater appreciation in its tradition and history than modern updatesKid-friendly• Seen as ideal for family visits, school field trips, but relatively unknown for adult applicability within the local target audience © 2013
  • 60. @mbloomstein | #IAS13 60Message architectureEngaged and curious• Creating knowledge by supporting rigorous scientific research and disseminating information• Driving the public discussion to promote stewardship• Comprehensive in questions, open-minded in answersWelcoming• Accessible “for ages 5 – 95”• Relevant, tailoredApplicable and relevant• Practical; engaged & empathizing with the community• Immediate, cutting-edge, and “in touch”Innovative• Ends > means in research, development, and engagement © 2013
  • 61. @mbloomstein | #IAS13 61 © 2013
  • 62. @mbloomstein | #IAS13 62Engaged & curious? Welcoming? Applicable & relevant? Innovative? © 2013
  • 63. @mbloomstein | #IAS13 63Engaged & curious? Welcoming? Applicable & relevant? Innovative? © 2013
  • 64. @mbloomstein | #IAS13 64 © 2013
  • 65. @mbloomstein | #IAS13 65 © 2013
  • 66. @mbloomstein | #IAS13 66Engaged & curious? Welcoming? Applicable & relevant? Innovative? © 2013
  • 67. @mbloomstein | #IAS13 67Audit to understand what youhave and what you need.Don’t just do it for fun.Before you can start, you needto know why.What are you trying to learn? © 2013
  • 68. @mbloomstein | #IAS13 68 © 2013
  • 69. @mbloomstein | #IAS13 69Each section* gets its own tab. © 2013
  • 70. @mbloomstein | #IAS13 70Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent? • Are similar content types consistent in size and structure? • Is there parity of length, level of detail, and tone? © 2013
  • 71. @mbloomstein | #IAS13 71 © 2013
  • 72. @mbloomstein | #IAS13 72Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, trivial• Current, relevant, and appropriate to the message architecture• Does it serve the communication goals?• Does it speak to the target audience? © 2013
  • 73. @mbloomstein | #IAS13 73 © 2013
  • 74. @mbloomstein | #IAS13 74Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2013
  • 75. @mbloomstein | #IAS13 75 © 2013
  • 76. @mbloomstein | #IAS13 76Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionary, innovative thought leader and industry leader• FlexibleTactical and hands-on• In the trenches, in touch• Detail-oriented and methodicalPioneering• Groundbreaking, trend-setting• Modern and savvyPeople-focused and market-driven• Trusted by medical professionals, researchers, and media• Industry news source © 2013
  • 77. @mbloomstein | #IAS13 77 © 2013
  • 78. @mbloomstein | #IAS13 78Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2013
  • 79. @mbloomstein | #IAS13 79 © 2013
  • 80. @mbloomstein | #IAS13 80 © 2013
  • 81. @mbloomstein | #IAS13 81 © 2013
  • 82. @mbloomstein | #IAS13 82 © 2013
  • 83. @mbloomstein | #IAS13 83What will you learn?• What do we have?• What are the patterns, elements, & types?• Is it any good?• Do people even like it? (Check analytics!)• What do we need to update?• What do we need to translate?• Where do we need more? © 2013
  • 84. @mbloomstein | #IAS13 84Where can you go?• Prescribe new content types• Advocate for more frequent content updates• Promote a new editorial calendar• Reallocate budget across social media channels © 2013
  • 85. @mbloomstein | #IAS13 85Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  • 86. @mbloomstein | #IAS13 86Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  • 87. @mbloomstein | #IAS13 87Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelines © 2013
  • 88. @mbloomstein | #IAS13 88Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelinesBy whom & when © 2013
  • 89. @mbloomstein | #IAS13 89But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that? © 2013
  • 90. @mbloomstein | #IAS13 90Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkTitle image: http://flickr.com/KandyJaxxAll other images property of their respective owners,used under a Creative Commons license, or copyright as noted. © 2013