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#hxdconf | @mbloomstein 1
© 2012© 2012
KICKING OFF YOUR
CONTENT STRATEGY
Margot Bloomstein
HXD March 27, 2012
@mbloomstein
#hxdconf
#hxdconf | @mbloomstein 2
© 2012
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
#hxdconf | @mbloomstein 3
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
#hxdconf | @mbloomstein 4
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
#hxdconf | @mbloomstein 5
© 2012
Deliverables are
merely punctuation in
the conversation.
Don’t let them replace
the conversation.
#hxdconf | @mbloomstein 6
© 2012
Why content strategy?
#hxdconf | @mbloomstein 7
© 2012
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
#hxdconf | @mbloomstein 8
© 2012
Deliver on time, on budget
#hxdconf | @mbloomstein 9
© 2012
Maintain a consistent vision
#hxdconf | @mbloomstein 10
© 2012
Support a holistic user experience
#hxdconf | @mbloomstein 11
© 2012
Keep the voice in microcopy
#hxdconf | @mbloomstein 12
© 2012
Ensure cross-channel consistency
#hxdconf | @mbloomstein 13
© 2012
Ensure cross-channel consistency
…among multiple bloggers
#hxdconf | @mbloomstein 14
© 2012
Ensure cross-channel consistency
…among print
and web
and phone
#hxdconf | @mbloomstein 15
© 2012
Ensure cross-channel consistency
…between Twitter and Facebook
#hxdconf | @mbloomstein 16
© 2012
Ensure cross-platform consistency
(and contextual relevance)
#hxdconf | @mbloomstein 17
© 2012
First things first.
What do you need to communicate?
#hxdconf | @mbloomstein 18
© 2012
First things first.
Why even do this…
#hxdconf | @mbloomstein 19
© 2012
First things first.
Why even do this…redesign this website,
#hxdconf | @mbloomstein 20
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging,
#hxdconf | @mbloomstein 21
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content,
#hxdconf | @mbloomstein 22
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
#hxdconf | @mbloomstein 23
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
#hxdconf | @mbloomstein 24
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials,
#hxdconf | @mbloomstein 25
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews,
#hxdconf | @mbloomstein 26
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
#hxdconf | @mbloomstein 27
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
if you don’t know what you need to
communicate?
#hxdconf | @mbloomstein 28
© 2012
If you don’t know what
you need to communicate,
how will you know if you
succeed?
#hxdconf | @mbloomstein 29
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
#hxdconf | @mbloomstein 30
© 2012
A little thing with big impact.
#hxdconf | @mbloomstein 31
© 2012
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.”
“
#hxdconf | @mbloomstein 32
© 2012
A little thing with big impact.
#hxdconf | @mbloomstein 33
© 2012
Message architecture
Premium technology
• Assertive; ready to perform as a driver’s car
• Proactive and supportive of spontaneity
Classic design
• Experienced and savvy
Cheekiness
• Smart,“punny,” hip
• Fun, gleeful
#hxdconf | @mbloomstein 34
© 2012
#hxdconf | @mbloomstein 35
© 2012
#hxdconf | @mbloomstein 36
© 2012
#hxdconf | @mbloomstein 37
© 2012
#hxdconf | @mbloomstein 38
© 2012
If these emails are boring you
and you don’t mind missing out
on all the lip-smackin’ stuff
we’ll be sending in the future,
simply send a message to owner-
unsubscribe@insiders.miniusa.com
and include “Unsubscribe” and
your favorite fruit in the
subject field.
#hxdconf | @mbloomstein 39
© 2012
Message architecture drives
the user experience
#hxdconf | @mbloomstein 40
© 2012
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
#hxdconf | @mbloomstein 41
© 2012
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
#hxdconf | @mbloomstein 42
© 2012
…and in the choice of features
and content types
#hxdconf | @mbloomstein 43
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
#hxdconf | @mbloomstein 44
© 2012
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
#hxdconf | @mbloomstein 45
© 2012
Make us look
innovative,
but not risky.
#hxdconf | @mbloomstein 46
© 2012
It should say
traditional,
but edgy.
#hxdconf | @mbloomstein 47
© 2012
©Warby Parker
#hxdconf | @mbloomstein 48
© 2012
Words are valuable,
but meaningless without
context and priority.
#hxdconf | @mbloomstein 49
© 2012
Words are valuable,
but meaningless without
context and priority.
(In a few minutes, we’ll
give them context.)
#hxdconf | @mbloomstein 50
© 2012
Why do this?
Words are cheaper than comps.
#hxdconf | @mbloomstein 51
© 2012
Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.
#hxdconf | @mbloomstein 52
© 2012
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
#hxdconf | @mbloomstein 53
© 2012
Cardsorting
• Groups of 6
• Pick 1 or 2 people to represent a brand
• Everyone else: put on your content
strategy hats!
#hxdconf | @mbloomstein 54
© 2012
#hxdconf | @mbloomstein 55
© 2012
Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut for about 20 minutes.
#hxdconf | @mbloomstein 56
© 2012
#hxdconf | @mbloomstein 57
© 2012
Coffee break!
See you at 10:30.
#hxdconf | @mbloomstein 58
© 2012
Cardsorting
Step two:
• Who we are  Who we’d like to be
Think aspirational.
What needs to change?
~10 minutes
#hxdconf | @mbloomstein 59
© 2012
Cardsorting
Step three:
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
~10 minutes
#hxdconf | @mbloomstein 60
© 2012
Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
#hxdconf | @mbloomstein 61
© 2012
So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
#hxdconf | @mbloomstein 62
© 2012
Why do this?
Choose new content types to manifest the
message architecture—not just because
they’re trendy.
#hxdconf | @mbloomstein 63
© 2012
So where to from here?
New content types: prioritize features
against the new communication goals.
Trust and responsiveness? Testimonials.
Thought leadership? “In the news” section.
#hxdconf | @mbloomstein 64
© 2012
Audit time!
#hxdconf | @mbloomstein 65
© 2012
Message architecture
Passionate about strategic discovery
• Creative, spirited, inspired
• Visionary, innovative thought leader and industry leader
• Flexible
Tactical and hands-on
• In the trenches, in touch
• Detail-oriented and methodical
Pioneering
• Groundbreaking, trend-setting
• Modern and savvy
People-focused and market-driven
• Trusted by medical professionals, researchers, and media
• Industry news source
#hxdconf | @mbloomstein 66
© 2012
#hxdconf | @mbloomstein 67
© 2012Passionate? Creative? Hands-on? Pioneering and modern? Trusted?
#hxdconf | @mbloomstein 68
© 2012
#hxdconf | @mbloomstein 69
© 2012
#hxdconf | @mbloomstein 70
© 2012
Audit to understand what you
have and what you need.
Don’t just do it for fun.
Before you can start, you need
to know why.
What are you trying to learn?
#hxdconf | @mbloomstein 71
© 2012
#hxdconf | @mbloomstein 72
© 2012
Each section gets its own tab…
#hxdconf | @mbloomstein 73
© 2012
Every tab tracks the same data
Quantitative:
• 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?
#hxdconf | @mbloomstein 74
© 2012
Every tab tracks the same data
Qualitative: 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?
#hxdconf | @mbloomstein 75
© 2012
#hxdconf | @mbloomstein 76
© 2012
Each piece of content gets a row
Set up dropdowns to constrain data
• Data  Data validation  List  Sources
#hxdconf | @mbloomstein 77
© 2012
What will you learn?
• What do we have?
• 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?
#hxdconf | @mbloomstein 78
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
#hxdconf | @mbloomstein 79
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
#hxdconf | @mbloomstein 80
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
#hxdconf | @mbloomstein 81
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
By whom & when
#hxdconf | @mbloomstein 82
© 2012
But first things first:
What are you trying to
communicate?
What content do you have and
what do you need to do that?
#hxdconf | @mbloomstein 83
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork
Title image: http://flickr.com/KandyJaxx
All other images property of their respective owners or public domain.

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Kicking Off Your Content Strategy at HXDconf

  • 1. #hxdconf | @mbloomstein 1 © 2012© 2012 KICKING OFF YOUR CONTENT STRATEGY Margot Bloomstein HXD March 27, 2012 @mbloomstein #hxdconf
  • 2. #hxdconf | @mbloomstein 2 © 2012 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 3. #hxdconf | @mbloomstein 3 © 2012 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 4. #hxdconf | @mbloomstein 4 © 2012 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 5. #hxdconf | @mbloomstein 5 © 2012 Deliverables are merely punctuation in the conversation. Don’t let them replace the conversation.
  • 6. #hxdconf | @mbloomstein 6 © 2012 Why content strategy?
  • 7. #hxdconf | @mbloomstein 7 © 2012 Why content strategy? Because we all want the same thing, but content keeps getting in the way.
  • 8. #hxdconf | @mbloomstein 8 © 2012 Deliver on time, on budget
  • 9. #hxdconf | @mbloomstein 9 © 2012 Maintain a consistent vision
  • 10. #hxdconf | @mbloomstein 10 © 2012 Support a holistic user experience
  • 11. #hxdconf | @mbloomstein 11 © 2012 Keep the voice in microcopy
  • 12. #hxdconf | @mbloomstein 12 © 2012 Ensure cross-channel consistency
  • 13. #hxdconf | @mbloomstein 13 © 2012 Ensure cross-channel consistency …among multiple bloggers
  • 14. #hxdconf | @mbloomstein 14 © 2012 Ensure cross-channel consistency …among print and web and phone
  • 15. #hxdconf | @mbloomstein 15 © 2012 Ensure cross-channel consistency …between Twitter and Facebook
  • 16. #hxdconf | @mbloomstein 16 © 2012 Ensure cross-platform consistency (and contextual relevance)
  • 17. #hxdconf | @mbloomstein 17 © 2012 First things first. What do you need to communicate?
  • 18. #hxdconf | @mbloomstein 18 © 2012 First things first. Why even do this…
  • 19. #hxdconf | @mbloomstein 19 © 2012 First things first. Why even do this…redesign this website,
  • 20. #hxdconf | @mbloomstein 20 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging,
  • 21. #hxdconf | @mbloomstein 21 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content,
  • 22. #hxdconf | @mbloomstein 22 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter,
  • 23. #hxdconf | @mbloomstein 23 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture,
  • 24. #hxdconf | @mbloomstein 24 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials,
  • 25. #hxdconf | @mbloomstein 25 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews,
  • 26. #hxdconf | @mbloomstein 26 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines…
  • 27. #hxdconf | @mbloomstein 27 © 2012 First things first. Why even do this…redesign this website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the current site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines… if you don’t know what you need to communicate?
  • 28. #hxdconf | @mbloomstein 28 © 2012 If you don’t know what you need to communicate, how will you know if you succeed?
  • 29. #hxdconf | @mbloomstein 29 © 2012 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 30. #hxdconf | @mbloomstein 30 © 2012 A little thing with big impact.
  • 31. #hxdconf | @mbloomstein 31 © 2012 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.” “
  • 32. #hxdconf | @mbloomstein 32 © 2012 A little thing with big impact.
  • 33. #hxdconf | @mbloomstein 33 © 2012 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart,“punny,” hip • Fun, gleeful
  • 38. #hxdconf | @mbloomstein 38 © 2012 If these emails are boring you and you don’t mind missing out on all the lip-smackin’ stuff we’ll be sending in the future, simply send a message to owner- unsubscribe@insiders.miniusa.com and include “Unsubscribe” and your favorite fruit in the subject field.
  • 39. #hxdconf | @mbloomstein 39 © 2012 Message architecture drives the user experience
  • 40. #hxdconf | @mbloomstein 40 © 2012 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
  • 41. #hxdconf | @mbloomstein 41 © 2012 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  • 42. #hxdconf | @mbloomstein 42 © 2012 …and in the choice of features and content types
  • 43. #hxdconf | @mbloomstein 43 © 2012 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 44. #hxdconf | @mbloomstein 44 © 2012 What’s a message architecture? Concrete, shared terminology, not abstract concepts.
  • 45. #hxdconf | @mbloomstein 45 © 2012 Make us look innovative, but not risky.
  • 46. #hxdconf | @mbloomstein 46 © 2012 It should say traditional, but edgy.
  • 47. #hxdconf | @mbloomstein 47 © 2012 ©Warby Parker
  • 48. #hxdconf | @mbloomstein 48 © 2012 Words are valuable, but meaningless without context and priority.
  • 49. #hxdconf | @mbloomstein 49 © 2012 Words are valuable, but meaningless without context and priority. (In a few minutes, we’ll give them context.)
  • 50. #hxdconf | @mbloomstein 50 © 2012 Why do this? Words are cheaper than comps.
  • 51. #hxdconf | @mbloomstein 51 © 2012 Why do this? Let creative colleagues refine the concept, rather than confirm the purpose.
  • 52. #hxdconf | @mbloomstein 52 © 2012 How? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
  • 53. #hxdconf | @mbloomstein 53 © 2012 Cardsorting • Groups of 6 • Pick 1 or 2 people to represent a brand • Everyone else: put on your content strategy hats!
  • 55. #hxdconf | @mbloomstein 55 © 2012 Cardsorting Step one: • Who we are • Who we’re not • Who we’d like to be Go with your gut for about 20 minutes.
  • 57. #hxdconf | @mbloomstein 57 © 2012 Coffee break! See you at 10:30.
  • 58. #hxdconf | @mbloomstein 58 © 2012 Cardsorting Step two: • Who we are  Who we’d like to be Think aspirational. What needs to change? ~10 minutes
  • 59. #hxdconf | @mbloomstein 59 © 2012 Cardsorting Step three: • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations ~10 minutes
  • 60. #hxdconf | @mbloomstein 60 © 2012 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
  • 61. #hxdconf | @mbloomstein 61 © 2012 So where to from here? Content audit: measure quality against the aspirational attributes in the message architecture.
  • 62. #hxdconf | @mbloomstein 62 © 2012 Why do this? Choose new content types to manifest the message architecture—not just because they’re trendy.
  • 63. #hxdconf | @mbloomstein 63 © 2012 So where to from here? New content types: prioritize features against the new communication goals. Trust and responsiveness? Testimonials. Thought leadership? “In the news” section.
  • 64. #hxdconf | @mbloomstein 64 © 2012 Audit time!
  • 65. #hxdconf | @mbloomstein 65 © 2012 Message architecture Passionate about strategic discovery • Creative, spirited, inspired • Visionary, innovative thought leader and industry leader • Flexible Tactical and hands-on • In the trenches, in touch • Detail-oriented and methodical Pioneering • Groundbreaking, trend-setting • Modern and savvy People-focused and market-driven • Trusted by medical professionals, researchers, and media • Industry news source
  • 67. #hxdconf | @mbloomstein 67 © 2012Passionate? Creative? Hands-on? Pioneering and modern? Trusted?
  • 70. #hxdconf | @mbloomstein 70 © 2012 Audit to understand what you have and what you need. Don’t just do it for fun. Before you can start, you need to know why. What are you trying to learn?
  • 72. #hxdconf | @mbloomstein 72 © 2012 Each section gets its own tab…
  • 73. #hxdconf | @mbloomstein 73 © 2012 Every tab tracks the same data Quantitative: • 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?
  • 74. #hxdconf | @mbloomstein 74 © 2012 Every tab tracks the same data Qualitative: 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?
  • 76. #hxdconf | @mbloomstein 76 © 2012 Each piece of content gets a row Set up dropdowns to constrain data • Data  Data validation  List  Sources
  • 77. #hxdconf | @mbloomstein 77 © 2012 What will you learn? • What do we have? • 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?
  • 78. #hxdconf | @mbloomstein 78 © 2012 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 79. #hxdconf | @mbloomstein 79 © 2012 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines Gap analysis
  • 80. #hxdconf | @mbloomstein 80 © 2012 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines Gap analysis How
  • 81. #hxdconf | @mbloomstein 81 © 2012 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines Gap analysis How By whom & when
  • 82. #hxdconf | @mbloomstein 82 © 2012 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
  • 83. #hxdconf | @mbloomstein 83 © 2012 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein http://amzn.to/CSatWork Title image: http://flickr.com/KandyJaxx All other images property of their respective owners or public domain.