@mbloomstein | #IAS13   1                    Margot Bloomstein                    IA Summit April 2013                    ...
@mbloomstein | #IAS13   2“ Unless you understand what people are  trying to do with your content you cannot  know if it’s ...
@mbloomstein | #IAS13   3Your serve.And who are you again?                                      © 2013
@mbloomstein | #IAS13   4What is content strategy?Planning for the creation, aggregation,delivery, and governance of usefu...
@mbloomstein | #IAS13   5Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent...
@mbloomstein | #IAS13   6Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent...
Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation.
Why content strategy?
Why content strategy?Because we all want the same thing,but content keeps getting in the way.
@mbloomstein | #IAS13   10Content demands attention                                    © 2013
@mbloomstein | #IAS13   11Content requires timeBecause we all want the same thing,but content keeps getting in the way.(CC...
@mbloomstein | #IAS13   12Sustainable content is content you cancreate—and maintain—without goingbroke, without lowering q...
@mbloomstein | #IAS13   13Content dredges up politics    ©Margot Bloomstein                                            © 2...
@mbloomstein | #IAS13   14You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate...
@mbloomstein | #IAS13   15You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate...
This is your job now.
@mbloomstein | #IAS13      17           ©Skillset.org                    © 2013
@mbloomstein | #IAS13   18First things first.What do you need to communicate?                                          © 2...
@mbloomstein | #IAS13   19First things first.Why even…redesign the website, let theCEO start blogging, audit the content,s...
If you don’t know whatyou need to communicate,how will you know if yousucceed?
@mbloomstein | #IAS13   21What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabular...
@mbloomstein | #IAS13   22A little thing with big impact.                                        © 2013
@mbloomstein | #IAS13   23 A little thing with big impact.“ How could we prove this is a car not like  anything else out t...
@mbloomstein | #IAS13   24A little thing with big impact.                                        © 2013
@mbloomstein | #IAS13   25Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive...
@mbloomstein | #IAS13   26                   © 2013
@mbloomstein | #IAS13   27                   © 2013
@mbloomstein | #IAS13   28                   © 2013
@mbloomstein | #IAS13   29                   © 2013
@mbloomstein | #IAS13   30If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll b...
@mbloomstein | #IAS13   31Message architecture drivesthe user experience                                       © 2013
@mbloomstein | #IAS13   32…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction            ...
@mbloomstein | #IAS13   33…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights             ...
@mbloomstein | #IAS13   34…and in the choice of featuresand content types                                        © 2013
@mbloomstein | #IAS13   35What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabular...
@mbloomstein | #IAS13   36What’s a message architecture?Concrete, shared terminology,not abstract concepts.               ...
@mbloomstein | #IAS13   37Welcoming,but elite.Selective?                          © 2013
@mbloomstein | #IAS13   38Accessible,open, andpremiere.                           © 2013
@mbloomstein | #IAS13   39Traditional,but edgy.                           © 2013
@mbloomstein | #IAS13   40©Warby Parker                                   © 2013
@mbloomstein | #IAS13   41Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them...
@mbloomstein | #IAS13   42Why do this?Words are cheaper than comps.                                           © 2013
@mbloomstein | #IAS13   43Why do this?Let creative colleagues refine the concept,rather than confirm the purpose.         ...
@mbloomstein | #IAS13   44How?•   Engage in a tangible, hands-on way•   Encourage debate and conversation•   Identify poin...
@mbloomstein | #IAS13   45Cardsorting• Groups of ~5• Pick 2 people to represent the brand• Everyone else: put on your cont...
@mbloomstein | #IAS13   46Group 1: You’re a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteer...
@mbloomstein | #IAS13   47                   © 2013
@mbloomstein | #IAS13   48CardsortingStep one:• Who we are• Who we’re not• Who we’d like to beGo with your gut for about 2...
@mbloomstein | #IAS13   49Group 1: You’re a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteer...
@mbloomstein | #IAS13   50                   © 2013
@mbloomstein | #IAS13   51CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~1...
@mbloomstein | #IAS13   52Group 1: You’re a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteer...
@mbloomstein | #IAS13   53CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell t...
@mbloomstein | #IAS13   54Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)      ...
@mbloomstein | #IAS13   55Why do this?Promote new content types to manifestthe message architecture—not justbecause they’r...
@mbloomstein | #IAS13   56So where to from here?Content audit: measure quality againstthe aspirational attributes in the m...
@mbloomstein | #IAS13   57So where to from here?New content types: prioritize featuresagainst the new communication goals....
Audit time!
@mbloomstein | #IAS13      59The organizationEstablished and premiere• Founded in 1896• International reputation for depth...
@mbloomstein | #IAS13    60Message architectureEngaged and curious• Creating knowledge by supporting rigorous scientific r...
@mbloomstein | #IAS13   61                   © 2013
@mbloomstein | #IAS13   62Engaged & curious? Welcoming? Applicable & relevant? Innovative?                                ...
@mbloomstein | #IAS13   63Engaged & curious? Welcoming? Applicable & relevant? Innovative?                                ...
@mbloomstein | #IAS13   64                   © 2013
@mbloomstein | #IAS13   65                   © 2013
@mbloomstein | #IAS13   66Engaged & curious? Welcoming? Applicable & relevant? Innovative?                                ...
@mbloomstein | #IAS13   67Audit to understand what youhave and what you need.Don’t just do it for fun.Before you can start...
@mbloomstein | #IAS13   68                   © 2013
@mbloomstein | #IAS13   69Each section* gets its own tab.                                             © 2013
@mbloomstein | #IAS13   70Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent?    ...
@mbloomstein | #IAS13   71                   © 2013
@mbloomstein | #IAS13   72Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, t...
@mbloomstein | #IAS13   73                   © 2013
@mbloomstein | #IAS13   74Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  Lis...
@mbloomstein | #IAS13   75                   © 2013
@mbloomstein | #IAS13   76Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionar...
@mbloomstein | #IAS13   77                   © 2013
@mbloomstein | #IAS13   78Passionate? Creative? Hands-on? Pioneering and modern? Trusted?                                 ...
@mbloomstein | #IAS13   79                   © 2013
@mbloomstein | #IAS13   80                   © 2013
@mbloomstein | #IAS13   81                   © 2013
@mbloomstein | #IAS13   82                   © 2013
@mbloomstein | #IAS13   83What will you learn?•   What do we have?•   What are the patterns, elements, & types?•   Is it a...
@mbloomstein | #IAS13   84Where can you go?•   Prescribe new content types•   Advocate for more frequent content updates• ...
@mbloomstein | #IAS13   85Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
@mbloomstein | #IAS13   86Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
@mbloomstein | #IAS13   87Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
@mbloomstein | #IAS13   88Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
@mbloomstein | #IAS13   89But first things first:What are you trying tocommunicate?What content do you have andwhat do you...
@mbloomstein | #IAS13   90Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.t...
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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 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.

Secrets of Brand-Driven Content Strategy workshop

  1. 1. @mbloomstein | #IAS13 1 Margot Bloomstein IA Summit April 2013 @mbloomsteinThe secrets of brand-drivenCONTENT STRATEGY © 2013 © 2011
  2. 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. 3. @mbloomstein | #IAS13 3Your serve.And who are you again?  © 2013
  4. 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. 5. @mbloomstein | #IAS13 5Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  6. 6. @mbloomstein | #IAS13 6Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  7. 7. Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation.
  8. 8. Why content strategy?
  9. 9. Why content strategy?Because we all want the same thing,but content keeps getting in the way.
  10. 10. @mbloomstein | #IAS13 10Content demands attention © 2013
  11. 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. 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. 13. @mbloomstein | #IAS13 13Content dredges up politics ©Margot Bloomstein © 2013
  14. 14. @mbloomstein | #IAS13 14You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, inform… © 2013
  15. 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. 16. This is your job now.
  17. 17. @mbloomstein | #IAS13 17 ©Skillset.org © 2013
  18. 18. @mbloomstein | #IAS13 18First things first.What do you need to communicate? © 2013
  19. 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. 20. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  21. 21. @mbloomstein | #IAS13 21What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  22. 22. @mbloomstein | #IAS13 22A little thing with big impact. © 2013
  23. 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. 24. @mbloomstein | #IAS13 24A little thing with big impact. © 2013
  25. 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. 26. @mbloomstein | #IAS13 26 © 2013
  27. 27. @mbloomstein | #IAS13 27 © 2013
  28. 28. @mbloomstein | #IAS13 28 © 2013
  29. 29. @mbloomstein | #IAS13 29 © 2013
  30. 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. 31. @mbloomstein | #IAS13 31Message architecture drivesthe user experience © 2013
  32. 32. @mbloomstein | #IAS13 32…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2013
  33. 33. @mbloomstein | #IAS13 33…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2013
  34. 34. @mbloomstein | #IAS13 34…and in the choice of featuresand content types © 2013
  35. 35. @mbloomstein | #IAS13 35What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2013
  36. 36. @mbloomstein | #IAS13 36What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2013
  37. 37. @mbloomstein | #IAS13 37Welcoming,but elite.Selective? © 2013
  38. 38. @mbloomstein | #IAS13 38Accessible,open, andpremiere. © 2013
  39. 39. @mbloomstein | #IAS13 39Traditional,but edgy. © 2013
  40. 40. @mbloomstein | #IAS13 40©Warby Parker © 2013
  41. 41. @mbloomstein | #IAS13 41Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them context.) © 2013
  42. 42. @mbloomstein | #IAS13 42Why do this?Words are cheaper than comps. © 2013
  43. 43. @mbloomstein | #IAS13 43Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2013
  44. 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. 45. @mbloomstein | #IAS13 45Cardsorting• Groups of ~5• Pick 2 people to represent the brand• Everyone else: put on your content strategy hats! © 2013
  46. 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. 47. @mbloomstein | #IAS13 47 © 2013
  48. 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. 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. 50. @mbloomstein | #IAS13 50 © 2013
  51. 51. @mbloomstein | #IAS13 51CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~15 minutes © 2013
  52. 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. 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. 54. @mbloomstein | #IAS13 54Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2013
  55. 55. @mbloomstein | #IAS13 55Why do this?Promote new content types to manifestthe message architecture—not justbecause they’re trendy or feasible. © 2013
  56. 56. @mbloomstein | #IAS13 56So where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2013
  57. 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. 58. Audit time!
  59. 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. 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. 61. @mbloomstein | #IAS13 61 © 2013
  62. 62. @mbloomstein | #IAS13 62Engaged & curious? Welcoming? Applicable & relevant? Innovative? © 2013
  63. 63. @mbloomstein | #IAS13 63Engaged & curious? Welcoming? Applicable & relevant? Innovative? © 2013
  64. 64. @mbloomstein | #IAS13 64 © 2013
  65. 65. @mbloomstein | #IAS13 65 © 2013
  66. 66. @mbloomstein | #IAS13 66Engaged & curious? Welcoming? Applicable & relevant? Innovative? © 2013
  67. 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. 68. @mbloomstein | #IAS13 68 © 2013
  69. 69. @mbloomstein | #IAS13 69Each section* gets its own tab. © 2013
  70. 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. 71. @mbloomstein | #IAS13 71 © 2013
  72. 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. 73. @mbloomstein | #IAS13 73 © 2013
  74. 74. @mbloomstein | #IAS13 74Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2013
  75. 75. @mbloomstein | #IAS13 75 © 2013
  76. 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. 77. @mbloomstein | #IAS13 77 © 2013
  78. 78. @mbloomstein | #IAS13 78Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2013
  79. 79. @mbloomstein | #IAS13 79 © 2013
  80. 80. @mbloomstein | #IAS13 80 © 2013
  81. 81. @mbloomstein | #IAS13 81 © 2013
  82. 82. @mbloomstein | #IAS13 82 © 2013
  83. 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. 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. 85. @mbloomstein | #IAS13 85Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  86. 86. @mbloomstein | #IAS13 86Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2013
  87. 87. @mbloomstein | #IAS13 87Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelines © 2013
  88. 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. 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. 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
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