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Next Time on Hoarders: Bloggers Without Content Strategy
 

Next Time on Hoarders: Bloggers Without Content Strategy

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You’ve seen it before: people who amass tomato sauce because it’s on sale. They bring home jars and jars and jars of the stuff, even though they don’t necessarily have room in the pantry–or ...

You’ve seen it before: people who amass tomato sauce because it’s on sale. They bring home jars and jars and jars of the stuff, even though they don’t necessarily have room in the pantry–or family members who even like a lot of sauce on their pasta. In fact, we soon hear, some family members are allergic to it, and others don’t really even like the brand that keeps coming home.

Hoarding transcends the pantry. Ever go shopping and bring home another pair of shoes because the price was right–never mind that they don’t fit perfectly, match the rest of your wardrobe, or fill an unmet need? It happens… from the pantry, to the closet, to the blog. Are you hoarding content? Do you post information that may not even appeal to your audience, possibly in formats they don’t like? How do you know when you have enough, or how much budget you should aggregate to aggregating, re-purposing, curating, and creating different content types? Content strategist Margot Bloomstein will lead a discussion on how content strategy can help stop the insanity with a message architecture, content audit, and editorial calendar. It won’t help the tomato sauce problem, but it may just save your blog.

Presented at WordCamp Boston #wcbos, July 24, 2011.

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Next Time on Hoarders: Bloggers Without Content Strategy Next Time on Hoarders: Bloggers Without Content Strategy Presentation Transcript

  • #wcbos | @mbloomstein 1Margot BloomsteinWordCamp July 24, 2011@mbloomstein | #wcbosNEXT TIME ON HOARDERS:BLOGGERS WITHOUTCONTENT STRATEGY © 2011
  • #wcbos | @mbloomstein 2Just because you can,doesn’t mean you should. © 2011
  • #wcbos | @mbloomstein 3You may have a problem if your stuffgets in the way of your life. © 2011
  • #wcbos | @mbloomstein 4You do have a problem if your contentgets in the way of communication. © 2011
  • #wcbos | @mbloomstein 5Hoarding has key characteristics:• Acquisition of and failure to discard useless things or things of limited value• Spaces so cluttered they prevent use• Reluctance to return borrowed items, sometimes leading to stealingFrost and Hartl, 1996. © 2011
  • #wcbos | @mbloomstein 6Don’t let this happen. © 2011
  • #wcbos | @mbloomstein 7Content strategy can help. © 2011
  • #wcbos | @mbloomstein 8Content strategy can help.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  • #wcbos | @mbloomstein 9First things first. © 2011
  • #wcbos | @mbloomstein 10First things first.What do you need to communicate? © 2011
  • #wcbos | @mbloomstein 11First things first.Why even do this… © 2011
  • #wcbos | @mbloomstein 12First things first.Why even do this…redesign this website, © 2011
  • #wcbos | @mbloomstein 13First things first.Why even do this…redesign this website,let the CEO start blogging, © 2011
  • #wcbos | @mbloomstein 14First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, © 2011
  • #wcbos | @mbloomstein 15First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter, © 2011
  • #wcbos | @mbloomstein 16First 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, © 2011
  • #wcbos | @mbloomstein 17First 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, © 2011
  • #wcbos | @mbloomstein 18First 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, © 2011
  • #wcbos | @mbloomstein 19First 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… © 2011
  • #wcbos | @mbloomstein 20First 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? © 2011
  • #wcbos | @mbloomstein 21If you don’t know why,or what you need to communicate,how will you know if you succeed? © 2011
  • #wcbos | @mbloomstein 22Content strategy includes• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  • #wcbos | @mbloomstein 23Today includes• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  • #wcbos | @mbloomstein 24What’s a message architecture?A hierarchy of communication goals thatreflect a common vocabulary.The qualities you want to convey,not the points you need to make. © 2011
  • #wcbos | @mbloomstein 25Trust me,I’m veryfunny. © 2011
  • #wcbos | @mbloomstein 26vs. © 2011
  • #wcbos | @mbloomstein 27I amhilarious! © 2011
  • #wcbos | @mbloomstein 28What’s a message architecture?A hierarchy of communication goals thatreflect a common vocabulary. © 2011
  • #wcbos | @mbloomstein 29What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2011
  • #wcbos | @mbloomstein 30Make us lookinnovative,but not risky. © 2011
  • #wcbos | @mbloomstein 31We’re smart,but savvy…that’s not us. © 2011
  • #wcbos | @mbloomstein 32It should saytraditional,but edgy. © 2011
  • #wcbos | @mbloomstein 33MorelikeApple. © 2011
  • #wcbos | @mbloomstein 34What doesa black mockturtlenecksound likeanyway? © 2011
  • #wcbos | @mbloomstein 35Words are valuable,but meaningless withoutcontext and priority. © 2011
  • #wcbos | @mbloomstein 36Cardsorting:• Engage in a tangible, hands-on way• Encourage debate and conversation• Identify points of disagreement• Prevent seagulling• Force prioritization• Encourage ownership & investment © 2011
  • #wcbos | @mbloomstein 37Cardsorting:Step one:• Who we are• Who we’re not• Who we’d like to be © 2011
  • #wcbos | @mbloomstein 38 © 2011
  • #wcbos | @mbloomstein 39Cardsorting:Step two:• Who we are  Who we’d like to be © 2011
  • #wcbos | @mbloomstein 40 © 2011
  • #wcbos | @mbloomstein 41Cardsorting:Step three:• Prioritize the goals• Tell the story of those aspirations © 2011
  • #wcbos | @mbloomstein 42Why do this?• Measure your content• Assign budget• Prioritize effort• Add new features• Say “no” © 2011
  • #wcbos | @mbloomstein 43Here’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible © 2011
  • #wcbos | @mbloomstein 44 © 2011
  • #wcbos | @mbloomstein 45 © 2011
  • #wcbos | @mbloomstein 46From: Little MOO | Print Robot <noreply@moo.com>Subject: MOO | Order 0629312615 | ConfirmedHelloIm Little MOO - the bit of software that will be managing your order withmoo.com. It will shortly be sent to Big MOO, our print machine who will print itfor you in the next few days. Ill let you know when its done and on its way toyou.Remember, Im just a bit of software. So, if you have any questions regardingyour order please first read our Frequently Asked Questions or contact customerservices (who are real people!)Thanks,Little MOO, Print Robot © 2011
  • #wcbos | @mbloomstein 47Today includes• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  • #wcbos | @mbloomstein 48What’s a content audit?A qualitative and quantitative inventoryof all the content in an experience © 2011
  • #wcbos | @mbloomstein 49Vision © 2011
  • #wcbos | @mbloomstein 50What do we have? © 2011
  • #wcbos | @mbloomstein 51Is it still good? © 2011
  • #wcbos | @mbloomstein 52Do we even need it? © 2011
  • #wcbos | @mbloomstein 53How will we get more? © 2011
  • #wcbos | @mbloomstein 54Do folks even like it? © 2011
  • #wcbos | @mbloomstein 55 © 2011
  • #wcbos | @mbloomstein 56Conduct a content audit• Conduct a head count• Check parity of length and structure• Evaluate quality—is it good?—against the message architecture © 2011
  • #wcbos | @mbloomstein 57Should it stay or should it go?• Appropriate• Current• Relevant © 2011
  • #wcbos | @mbloomstein 58Should it stay or should it go?• Redundant• Outdated• Trivial © 2011
  • #wcbos | @mbloomstein 59Hello, gap analysis!• Where will we get more?• Who will create, edit, contribute it?• At what frequency will this happen? © 2011
  • #wcbos | @mbloomstein 60On your own time…• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  • #wcbos | @mbloomstein 61More?• #contentstrategy• Content Strategy for the Web• The Elements of Content Strategy• CS Forum this September• Content Strategy at SXSW © 2011
  • #wcbos | @mbloomstein 62Thank you!Margot Bloomstein (@mbloomstein)margot@appropriateinc.comslideshare.net/mbloomsteinFeedback? http://spkr8.com/t/8039Books image http:/ /www.flickr.com/photos/tansengming/2728694064.Turkey: www.flickr.com/photos/constructiondeal_marketing/4101803690.Hoarding image © AETV. © 2011