#hxdconf | @mbloomstein 1              Margot Bloomstein              HXD March 27, 2012              @mbloomstein        ...
#hxdconf | @mbloomstein 2What is content strategy?Planning for the creation, aggregation,delivery, and governance of usefu...
#hxdconf | @mbloomstein 3Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent...
#hxdconf | @mbloomstein 4Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent...
#hxdconf | @mbloomstein 5Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation.    ...
#hxdconf | @mbloomstein 6Why content strategy?                                     © 2012
#hxdconf | @mbloomstein 7Why content strategy?Because we all want the same thing,but content keeps getting in the way.    ...
#hxdconf | @mbloomstein 8Deliver on time, on budget                                    © 2012
#hxdconf | @mbloomstein 9Maintain a consistent vision                                     © 2012
#hxdconf | @mbloomstein 10Support a holistic user experience                                        © 2012
#hxdconf | @mbloomstein 11Keep the voice in microcopy                                     © 2012
#hxdconf | @mbloomstein 12Ensure cross-channel consistency                                       © 2012
#hxdconf | @mbloomstein 13Ensure cross-channel consistency   …among multiple bloggers                                     ...
#hxdconf | @mbloomstein 14Ensure cross-channel consistency         …among print            and web           and phone    ...
#hxdconf | @mbloomstein 15Ensure cross-channel consistency …between Twitter and Facebook                                  ...
#hxdconf | @mbloomstein 16Ensure cross-platform consistency   (and contextual relevance)                                  ...
#hxdconf | @mbloomstein 17First things first.What do you need to communicate?                                          © 2...
#hxdconf | @mbloomstein 18First things first.Why even do this…                                          © 2012
#hxdconf | @mbloomstein 19First things first.Why even do this…redesign this website,                                      ...
#hxdconf | @mbloomstein 20First things first.Why even do this…redesign this website,let the CEO start blogging,           ...
#hxdconf | @mbloomstein 21First things first.Why even do this…redesign this website,let the CEO start blogging, audit thec...
#hxdconf | @mbloomstein 22First things first.Why even do this…redesign this website,let the CEO start blogging, audit thec...
#hxdconf | @mbloomstein 23First things first.Why even do this…redesign this website,let the CEO start blogging, audit thec...
#hxdconf | @mbloomstein 24First things first.Why even do this…redesign this website,let the CEO start blogging, audit thec...
#hxdconf | @mbloomstein 25First things first.Why even do this…redesign this website,let the CEO start blogging, audit thec...
#hxdconf | @mbloomstein 26First things first.Why even do this…redesign this website,let the CEO start blogging, audit thec...
#hxdconf | @mbloomstein 27First things first.Why even do this…redesign this website,let the CEO start blogging, audit thec...
#hxdconf | @mbloomstein 28If you don’t know whatyou need to communicate,how will you know if yousucceed?                  ...
#hxdconf | @mbloomstein 29What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabular...
#hxdconf | @mbloomstein 30A little thing with big impact.                                        © 2012
#hxdconf | @mbloomstein 31 A little thing with big impact.“ How could we prove this is a car not like  anything else out t...
#hxdconf | @mbloomstein 32A little thing with big impact.                                        © 2012
#hxdconf | @mbloomstein 33Message architecturePremium technology• Assertive; ready to perform as a driver’s car• Proactive...
#hxdconf | @mbloomstein 34                    © 2012
#hxdconf | @mbloomstein 35                    © 2012
#hxdconf | @mbloomstein 36                    © 2012
#hxdconf | @mbloomstein 37                    © 2012
#hxdconf | @mbloomstein 38If these emails are boring youand you don’t mind missing outon all the lip-smackin’ stuffwe’ll b...
#hxdconf | @mbloomstein 39Message architecture drivesthe user experience                                       © 2012
#hxdconf | @mbloomstein 40…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction            ...
#hxdconf | @mbloomstein 41…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights             ...
#hxdconf | @mbloomstein 42…and in the choice of featuresand content types                                        © 2012
#hxdconf | @mbloomstein 43What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabular...
#hxdconf | @mbloomstein 44What’s a message architecture?Concrete, shared terminology,not abstract concepts.               ...
#hxdconf | @mbloomstein 45Make us lookinnovative,but not risky.                            © 2012
#hxdconf | @mbloomstein 46It should saytraditional,but edgy.                            © 2012
#hxdconf | @mbloomstein 47©Warby Parker                                    © 2012
#hxdconf | @mbloomstein 48Words are valuable,but meaningless withoutcontext and priority.                                 ...
#hxdconf | @mbloomstein 49Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them...
#hxdconf | @mbloomstein 50Why do this?Words are cheaper than comps.                                           © 2012
#hxdconf | @mbloomstein 51Why do this?Let creative colleagues refine the concept,rather than confirm the purpose.         ...
#hxdconf | @mbloomstein 52How?•   Engage in a tangible, hands-on way•   Encourage debate and conversation•   Identify poin...
#hxdconf | @mbloomstein 53Cardsorting• Groups of 6• Pick 1 or 2 people to represent a brand• Everyone else: put on your co...
#hxdconf | @mbloomstein 54                    © 2012
#hxdconf | @mbloomstein 55CardsortingStep one:• Who we are• Who we’re not• Who we’d like to beGo with your gut for about 2...
#hxdconf | @mbloomstein 56                    © 2012
#hxdconf | @mbloomstein 57Coffee break!See you at 10:30.                                        © 2012
#hxdconf | @mbloomstein 58CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~1...
#hxdconf | @mbloomstein 59CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell t...
#hxdconf | @mbloomstein 60Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)      ...
#hxdconf | @mbloomstein 61So where to from here?Content audit: measure quality againstthe aspirational attributes in the m...
#hxdconf | @mbloomstein 62Why do this?Choose new content types to manifest themessage architecture—not just becausethey’re...
#hxdconf | @mbloomstein 63So where to from here?New content types: prioritize featuresagainst the new communication goals....
#hxdconf | @mbloomstein 64Audit time!                                  © 2012
#hxdconf | @mbloomstein 65Message architecturePassionate about strategic discovery• Creative, spirited, inspired• Visionar...
#hxdconf | @mbloomstein 66                    © 2012
#hxdconf | @mbloomstein 67Passionate? Creative? Hands-on? Pioneering and modern? Trusted?                                 ...
#hxdconf | @mbloomstein 68                    © 2012
#hxdconf | @mbloomstein 69                    © 2012
#hxdconf | @mbloomstein 70Audit to understand what youhave and what you need.Don’t just do it for fun.Before you can start...
#hxdconf | @mbloomstein 71                    © 2012
#hxdconf | @mbloomstein 72Each section gets its own tab…                                            © 2012
#hxdconf | @mbloomstein 73Every tab tracks the same dataQuantitative:• Head count: what do we have?• Is it consistent?    ...
#hxdconf | @mbloomstein 74Every tab tracks the same dataQualitative: is it any good?• ROT analysis: redundant, outdated, t...
#hxdconf | @mbloomstein 75                    © 2012
#hxdconf | @mbloomstein 76Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  Lis...
#hxdconf | @mbloomstein 77What will you learn?•   What do we have?•   Is it any good?•   Do people even like it? (Check an...
#hxdconf | @mbloomstein 78Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
#hxdconf | @mbloomstein 79Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
#hxdconf | @mbloomstein 80Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
#hxdconf | @mbloomstein 81Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixConten...
#hxdconf | @mbloomstein 82But first things first:What are you trying tocommunicate?What content do you have andwhat do you...
#hxdconf | @mbloomstein 83Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp:/...
Upcoming SlideShare
Loading in...5
×

Kicking Off Your Content Strategy at HXDconf

4,469

Published on

Are you ready to dig into content strategy? Let's gain some practical, hands-on experience together. Take a few example healthcare organizations through the paces in a website redesign engagement. First, we'll discuss how to prioritize communication goals and develop a message architecture with a hands-on exercise--ideal whether you're designing for the web, a mobile app, social media, or an offline experience. Then we'll discuss how you can use this foundation to conduct a content audit, and work together to do just that. Finally, we’ll ask "so what?" We'll uncover the implications of a content audit through a gap analysis that points to content needs and next steps for our sample organizations. You'll leave with the confidence and savvy to bring content strategy techniques and thinking back to your own organization.

Presented at the Healthcare Experience Design Conference, #HXDconf, March 27, 2012.

Published in: Design, Technology

Kicking Off Your Content Strategy at HXDconf

  1. 1. #hxdconf | @mbloomstein 1 Margot Bloomstein HXD March 27, 2012 @mbloomstein #hxdconfKICKING OFF YOURCONTENT STRATEGY © 2012
  2. 2. #hxdconf | @mbloomstein 2What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. © 2012
  3. 3. #hxdconf | @mbloomstein 3Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  4. 4. #hxdconf | @mbloomstein 4Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  5. 5. #hxdconf | @mbloomstein 5Deliverables aremerely punctuation inthe conversation.Don’t let them replacethe conversation. © 2012
  6. 6. #hxdconf | @mbloomstein 6Why content strategy? © 2012
  7. 7. #hxdconf | @mbloomstein 7Why content strategy?Because we all want the same thing,but content keeps getting in the way. © 2012
  8. 8. #hxdconf | @mbloomstein 8Deliver on time, on budget © 2012
  9. 9. #hxdconf | @mbloomstein 9Maintain a consistent vision © 2012
  10. 10. #hxdconf | @mbloomstein 10Support a holistic user experience © 2012
  11. 11. #hxdconf | @mbloomstein 11Keep the voice in microcopy © 2012
  12. 12. #hxdconf | @mbloomstein 12Ensure cross-channel consistency © 2012
  13. 13. #hxdconf | @mbloomstein 13Ensure cross-channel consistency …among multiple bloggers © 2012
  14. 14. #hxdconf | @mbloomstein 14Ensure cross-channel consistency …among print and web and phone © 2012
  15. 15. #hxdconf | @mbloomstein 15Ensure cross-channel consistency …between Twitter and Facebook © 2012
  16. 16. #hxdconf | @mbloomstein 16Ensure cross-platform consistency (and contextual relevance) © 2012
  17. 17. #hxdconf | @mbloomstein 17First things first.What do you need to communicate? © 2012
  18. 18. #hxdconf | @mbloomstein 18First things first.Why even do this… © 2012
  19. 19. #hxdconf | @mbloomstein 19First things first.Why even do this…redesign this website, © 2012
  20. 20. #hxdconf | @mbloomstein 20First things first.Why even do this…redesign this website,let the CEO start blogging, © 2012
  21. 21. #hxdconf | @mbloomstein 21First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, © 2012
  22. 22. #hxdconf | @mbloomstein 22First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter, © 2012
  23. 23. #hxdconf | @mbloomstein 23First 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, © 2012
  24. 24. #hxdconf | @mbloomstein 24First 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, © 2012
  25. 25. #hxdconf | @mbloomstein 25First 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, © 2012
  26. 26. #hxdconf | @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,add video testimonials, incorporate userreviews, develop new brand guidelines… © 2012
  27. 27. #hxdconf | @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, incorporate userreviews, develop new brand guidelines…if you don’t know what you need tocommunicate? © 2012
  28. 28. #hxdconf | @mbloomstein 28If you don’t know whatyou need to communicate,how will you know if yousucceed? © 2012
  29. 29. #hxdconf | @mbloomstein 29What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  30. 30. #hxdconf | @mbloomstein 30A little thing with big impact. © 2012
  31. 31. #hxdconf | @mbloomstein 31 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.” © 2012
  32. 32. #hxdconf | @mbloomstein 32A little thing with big impact. © 2012
  33. 33. #hxdconf | @mbloomstein 33Message 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 © 2012
  34. 34. #hxdconf | @mbloomstein 34 © 2012
  35. 35. #hxdconf | @mbloomstein 35 © 2012
  36. 36. #hxdconf | @mbloomstein 36 © 2012
  37. 37. #hxdconf | @mbloomstein 37 © 2012
  38. 38. #hxdconf | @mbloomstein 38If 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. © 2012
  39. 39. #hxdconf | @mbloomstein 39Message architecture drivesthe user experience © 2012
  40. 40. #hxdconf | @mbloomstein 40…in contentNomenclatureCalls to actionInstructional contentSentence structureDiction © 2012
  41. 41. #hxdconf | @mbloomstein 41…and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights © 2012
  42. 42. #hxdconf | @mbloomstein 42…and in the choice of featuresand content types © 2012
  43. 43. #hxdconf | @mbloomstein 43What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. © 2012
  44. 44. #hxdconf | @mbloomstein 44What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2012
  45. 45. #hxdconf | @mbloomstein 45Make us lookinnovative,but not risky. © 2012
  46. 46. #hxdconf | @mbloomstein 46It should saytraditional,but edgy. © 2012
  47. 47. #hxdconf | @mbloomstein 47©Warby Parker © 2012
  48. 48. #hxdconf | @mbloomstein 48Words are valuable,but meaningless withoutcontext and priority. © 2012
  49. 49. #hxdconf | @mbloomstein 49Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them context.) © 2012
  50. 50. #hxdconf | @mbloomstein 50Why do this?Words are cheaper than comps. © 2012
  51. 51. #hxdconf | @mbloomstein 51Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. © 2012
  52. 52. #hxdconf | @mbloomstein 52How?• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2012
  53. 53. #hxdconf | @mbloomstein 53Cardsorting• Groups of 6• Pick 1 or 2 people to represent a brand• Everyone else: put on your content strategy hats! © 2012
  54. 54. #hxdconf | @mbloomstein 54 © 2012
  55. 55. #hxdconf | @mbloomstein 55CardsortingStep one:• Who we are• Who we’re not• Who we’d like to beGo with your gut for about 20 minutes. © 2012
  56. 56. #hxdconf | @mbloomstein 56 © 2012
  57. 57. #hxdconf | @mbloomstein 57Coffee break!See you at 10:30. © 2012
  58. 58. #hxdconf | @mbloomstein 58CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 minutes © 2012
  59. 59. #hxdconf | @mbloomstein 59CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of those aspirations~10 minutes © 2012
  60. 60. #hxdconf | @mbloomstein 60Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?) © 2012
  61. 61. #hxdconf | @mbloomstein 61So where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. © 2012
  62. 62. #hxdconf | @mbloomstein 62Why do this?Choose new content types to manifest themessage architecture—not just becausethey’re trendy. © 2012
  63. 63. #hxdconf | @mbloomstein 63So where to from here?New content types: prioritize featuresagainst the new communication goals.Trust and responsiveness? Testimonials.Thought leadership? “In the news” section. © 2012
  64. 64. #hxdconf | @mbloomstein 64Audit time! © 2012
  65. 65. #hxdconf | @mbloomstein 65Message 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 © 2012
  66. 66. #hxdconf | @mbloomstein 66 © 2012
  67. 67. #hxdconf | @mbloomstein 67Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2012
  68. 68. #hxdconf | @mbloomstein 68 © 2012
  69. 69. #hxdconf | @mbloomstein 69 © 2012
  70. 70. #hxdconf | @mbloomstein 70Audit 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? © 2012
  71. 71. #hxdconf | @mbloomstein 71 © 2012
  72. 72. #hxdconf | @mbloomstein 72Each section gets its own tab… © 2012
  73. 73. #hxdconf | @mbloomstein 73Every 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? © 2012
  74. 74. #hxdconf | @mbloomstein 74Every 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? © 2012
  75. 75. #hxdconf | @mbloomstein 75 © 2012
  76. 76. #hxdconf | @mbloomstein 76Each piece of content gets a rowSet up dropdowns to constrain data• Data  Data validation  List  Sources © 2012
  77. 77. #hxdconf | @mbloomstein 77What 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? © 2012
  78. 78. #hxdconf | @mbloomstein 78Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  79. 79. #hxdconf | @mbloomstein 79Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelinesMetadata guidelinesGovernance guidelines © 2012
  80. 80. #hxdconf | @mbloomstein 80Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelines © 2012
  81. 81. #hxdconf | @mbloomstein 81Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent model Gap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelinesBy whom & when © 2012
  82. 82. #hxdconf | @mbloomstein 82But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that? © 2012
  83. 83. #hxdconf | @mbloomstein 83Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinhttp://amzn.to/CSatWorkTitle image: http://flickr.com/KandyJaxxAll other images property of their respective owners or public domain. © 2012

×