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Kicking Off Your Content Strategy workshop
 

Kicking Off Your Content Strategy workshop

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You need to clarify and prioritize communication goals in order to choose content types and curate content. Before you launch a blog, redesign the website, compile an editorial calendar, or start ...

You need to clarify and prioritize communication goals in order to choose content types and curate content. Before you launch a blog, redesign the website, compile an editorial calendar, or start pinning, create a message architecture. Learn how and why to achieve organizational alignment around a common vocabulary. Discover how to prevent seagulling and miscommunication of vision and goals. Understand how a message architecture can drive editorial style, content planning, and content types. This workshop will teach you how.

Presented at CMS Expo 2013, #CMSExpo and #CMSX, on May 14, 2013, in Chicago.

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Kicking Off Your Content Strategy workshop Kicking Off Your Content Strategy workshop Presentation Transcript

  • @mbloomstein | #CMSX 1© 2013© 2011Kicking off yourcontent strategyMargot BloomsteinCMS ExpoMay 14, 2013@mbloomstein#CMSX
  • @mbloomstein | #CMSX 2© 2013COMMUNICATION 101
  • @mbloomstein | #CMSX 3© 2013CC Sam Korn, via WikipediaGnothi sauton
  • @mbloomstein | #CMSX 4© 2013Know thyself.You invest in knowing your users,*but what about your brand?*right?
  • If you don’t know whatyou need to communicate,how will you know if yousucceed?
  • @mbloomstein | #CMSX 6© 2013What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience.
  • Why content strategy?Because we all want the same things,but content keeps getting in the way.
  • @mbloomstein | #CMSX 8© 2013Content demands attention
  • @mbloomstein | #CMSX 9© 2013Because we all want the same thing,but content keeps getting in the way.(CC) http://www.flickr.com/photos/slworkingContent requires time
  • @mbloomstein | #CMSX 10© 2013Content dredges up politics
  • @mbloomstein | #CMSX 11© 2013to change, empower, support,advocate, teach, simplify,consolidate, remind, inform…You cannot act in passive voice
  • @mbloomstein | #CMSX 12© 2013to change, empower, support,advocate, teach, simplify,consolidate, remind, inform…Content demands an owner& ownership.You cannot act in passive voice
  • This is your job now.
  • @mbloomstein | #CMSX 14© 2013©Skillset.org
  • @mbloomstein | #CMSX 15© 2013Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines
  • @mbloomstein | #CMSX 16© 2013Message 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
  • @mbloomstein | #CMSX 17© 2013What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.Concrete, shared terminology,not abstract concepts.
  • @mbloomstein | #CMSX 18© 2013Message architectureKnowledgeable insider• Smart stuff you’d never hear otherwise• Specific details—not just general historyAccurate yet accessible• Informal, casual voice• Credible factsUnexpectedly fun• Offbeat and quirky takes on history
  • @mbloomstein | #CMSX 19© 2013A little thing with big impact.
  • @mbloomstein | #CMSX 20© 2013
  • @mbloomstein | #CMSX 21© 2013Message architecture drivesplatform selection, tone, andcontent types
  • @mbloomstein | #CMSX 22© 2013• Quick tips• Local/location-based• Checkins• Themed• Deals and badges• Robust usercommunity• Quick tips• Local/location-based• Checkins• Themed• Deals and badges• Robust usercommunity
  • @mbloomstein | #CMSX 23© 2013Explore the worldaround you and learninteresting things.Find great localbusinesses with thehelp of real people.
  • @mbloomstein | #CMSX 24© 2013Message architecture driveseditorial content choices too:• Style• Tone• Diction• Sentence structure• Calls to action
  • @mbloomstein | #CMSX 25© 2013
  • @mbloomstein | #CMSX 26© 2013
  • @mbloomstein | #CMSX 27© 2013Traditional,but edgy.
  • @mbloomstein | #CMSX 28© 2013©Warby Parker
  • @mbloomstein | #CMSX 29© 2013Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them context.)
  • @mbloomstein | #CMSX 30© 2013
  • @mbloomstein | #CMSX 31© 2013Why do this?Words are cheaper than comps.
  • @mbloomstein | #CMSX 32© 2013Why do this?Let creative colleagues refine the concept,rather than confirm the purpose.
  • @mbloomstein | #CMSX 33© 2013How?• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment
  • @mbloomstein | #CMSX 34© 2013Cardsorting• Ideally: groups of 7 – 10• Today: Pick 3 people to represent thebrand• Everyone else: put on your contentstrategy hats!
  • @mbloomstein | #CMSX 35© 2013Group 1: You’re a well-establishedmultinational bank. To attract a broader andyounger audience, you want to change howpeople view saving.Group 2: You represent a small universityknown and respected locally—but you want togrow in relevance and attract more applicants,faculty, and funding from around the countryand world.
  • @mbloomstein | #CMSX 36© 2013
  • @mbloomstein | #CMSX 37© 2013CardsortingStep one:• Who we are• Who we’re not• Who we’d like to beGo with your gut for about 10 minutes.
  • @mbloomstein | #CMSX 38© 2013
  • @mbloomstein | #CMSX 39© 2013CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 minutes
  • @mbloomstein | #CMSX 40© 2013CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of those aspirations~10 minutes
  • @mbloomstein | #CMSX 41© 2013Why do this?Promote new content types to manifestthe message architecture—not justbecause they’re trendy or feasible.
  • @mbloomstein | #CMSX 42© 2013Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)
  • @mbloomstein | #CMSX 43© 2013But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that?
  • @mbloomstein | #CMSX 44© 2013Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkAll photography © Margot Bloomstein unless otherwise noted.Screen grabs property of their respective owners at time of capture.