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 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.

Published in: Technology, News & Politics

Kicking Off Your Content Strategy workshop

  1. @mbloomstein | #CMSX 1© 2013© 2011Kicking off yourcontent strategyMargot BloomsteinCMS ExpoMay 14, 2013@mbloomstein#CMSX
  2. @mbloomstein | #CMSX 2© 2013COMMUNICATION 101
  3. @mbloomstein | #CMSX 3© 2013CC Sam Korn, via WikipediaGnothi sauton
  4. @mbloomstein | #CMSX 4© 2013Know thyself.You invest in knowing your users,*but what about your brand?*right?
  5. If you don’t know whatyou need to communicate,how will you know if yousucceed?
  6. @mbloomstein | #CMSX 6© 2013What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience.
  7. Why content strategy?Because we all want the same things,but content keeps getting in the way.
  8. @mbloomstein | #CMSX 8© 2013Content demands attention
  9. @mbloomstein | #CMSX 9© 2013Because we all want the same thing,but content keeps getting in the way.(CC) requires time
  10. @mbloomstein | #CMSX 10© 2013Content dredges up politics
  11. @mbloomstein | #CMSX 11© 2013to change, empower, support,advocate, teach, simplify,consolidate, remind, inform…You cannot act in passive voice
  12. @mbloomstein | #CMSX 12© 2013to change, empower, support,advocate, teach, simplify,consolidate, remind, inform…Content demands an owner& ownership.You cannot act in passive voice
  13. This is your job now.
  14. @mbloomstein | #CMSX 14© 2013©
  15. @mbloomstein | #CMSX 15© 2013Steps along the way…Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines
  16. @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
  17. @mbloomstein | #CMSX 17© 2013What’s a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary.Concrete, shared terminology,not abstract concepts.
  18. @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
  19. @mbloomstein | #CMSX 19© 2013A little thing with big impact.
  20. @mbloomstein | #CMSX 20© 2013
  21. @mbloomstein | #CMSX 21© 2013Message architecture drivesplatform selection, tone, andcontent types
  22. @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
  23. @mbloomstein | #CMSX 23© 2013Explore the worldaround you and learninteresting things.Find great localbusinesses with thehelp of real people.
  24. @mbloomstein | #CMSX 24© 2013Message architecture driveseditorial content choices too:• Style• Tone• Diction• Sentence structure• Calls to action
  25. @mbloomstein | #CMSX 25© 2013
  26. @mbloomstein | #CMSX 26© 2013
  27. @mbloomstein | #CMSX 27© 2013Traditional,but edgy.
  28. @mbloomstein | #CMSX 28© 2013©Warby Parker
  29. @mbloomstein | #CMSX 29© 2013Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, we’llgive them context.)
  30. @mbloomstein | #CMSX 30© 2013
  31. @mbloomstein | #CMSX 31© 2013Why do this?Words are cheaper than comps.
  32. @mbloomstein | #CMSX 32© 2013Why do this?Let creative colleagues refine the concept,rather than confirm the purpose.
  33. @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
  34. @mbloomstein | #CMSX 34© 2013Cardsorting• Ideally: groups of 7 – 10• Today: Pick 3 people to represent thebrand• Everyone else: put on your contentstrategy hats!
  35. @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.
  36. @mbloomstein | #CMSX 36© 2013
  37. @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.
  38. @mbloomstein | #CMSX 38© 2013
  39. @mbloomstein | #CMSX 39© 2013CardsortingStep two:• Who we are  Who we’d like to beThink aspirational.What needs to change?~10 minutes
  40. @mbloomstein | #CMSX 40© 2013CardsortingStep three:• Form groups: what goes together?• Prioritize the goals or groups• Tell the story of those aspirations~10 minutes
  41. @mbloomstein | #CMSX 41© 2013Why do this?Promote new content types to manifestthe message architecture—not justbecause they’re trendy or feasible.
  42. @mbloomstein | #CMSX 42© 2013Why do this?Gain standards by which to conducta qualitative audit.(What is “good” anyway?)
  43. @mbloomstein | #CMSX 43© 2013But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that?
  44. @mbloomstein | #CMSX 44© 2013Thank you!Margot photography © Margot Bloomstein unless otherwise noted.Screen grabs property of their respective owners at time of capture.