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 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.

Published in: Technology

Next Time on Hoarders: Bloggers Without Content Strategy

  1. #wcbos | @mbloomstein 1Margot BloomsteinWordCamp July 24, 2011@mbloomstein | #wcbosNEXT TIME ON HOARDERS:BLOGGERS WITHOUTCONTENT STRATEGY © 2011
  2. #wcbos | @mbloomstein 2Just because you can,doesn’t mean you should. © 2011
  3. #wcbos | @mbloomstein 3You may have a problem if your stuffgets in the way of your life. © 2011
  4. #wcbos | @mbloomstein 4You do have a problem if your contentgets in the way of communication. © 2011
  5. #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
  6. #wcbos | @mbloomstein 6Don’t let this happen. © 2011
  7. #wcbos | @mbloomstein 7Content strategy can help. © 2011
  8. #wcbos | @mbloomstein 8Content strategy can help.Planning for the creation, aggregation,governance, and expiration of contentthat is useful, usable, and appropriate tothe experience. © 2011
  9. #wcbos | @mbloomstein 9First things first. © 2011
  10. #wcbos | @mbloomstein 10First things first.What do you need to communicate? © 2011
  11. #wcbos | @mbloomstein 11First things first.Why even do this… © 2011
  12. #wcbos | @mbloomstein 12First things first.Why even do this…redesign this website, © 2011
  13. #wcbos | @mbloomstein 13First things first.Why even do this…redesign this website,let the CEO start blogging, © 2011
  14. #wcbos | @mbloomstein 14First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, © 2011
  15. #wcbos | @mbloomstein 15First things first.Why even do this…redesign this website,let the CEO start blogging, audit thecontent, start engaging on Twitter, © 2011
  16. #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
  17. #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
  18. #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
  19. #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
  20. #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
  21. #wcbos | @mbloomstein 21If you don’t know why,or what you need to communicate,how will you know if you succeed? © 2011
  22. #wcbos | @mbloomstein 22Content strategy includes• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  23. #wcbos | @mbloomstein 23Today includes• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  24. #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
  25. #wcbos | @mbloomstein 25Trust me,I’m veryfunny. © 2011
  26. #wcbos | @mbloomstein 26vs. © 2011
  27. #wcbos | @mbloomstein 27I amhilarious! © 2011
  28. #wcbos | @mbloomstein 28What’s a message architecture?A hierarchy of communication goals thatreflect a common vocabulary. © 2011
  29. #wcbos | @mbloomstein 29What’s a message architecture?Concrete, shared terminology,not abstract concepts. © 2011
  30. #wcbos | @mbloomstein 30Make us lookinnovative,but not risky. © 2011
  31. #wcbos | @mbloomstein 31We’re smart,but savvy…that’s not us. © 2011
  32. #wcbos | @mbloomstein 32It should saytraditional,but edgy. © 2011
  33. #wcbos | @mbloomstein 33MorelikeApple. © 2011
  34. #wcbos | @mbloomstein 34What doesa black mockturtlenecksound likeanyway? © 2011
  35. #wcbos | @mbloomstein 35Words are valuable,but meaningless withoutcontext and priority. © 2011
  36. #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
  37. #wcbos | @mbloomstein 37Cardsorting:Step one:• Who we are• Who we’re not• Who we’d like to be © 2011
  38. #wcbos | @mbloomstein 38 © 2011
  39. #wcbos | @mbloomstein 39Cardsorting:Step two:• Who we are  Who we’d like to be © 2011
  40. #wcbos | @mbloomstein 40 © 2011
  41. #wcbos | @mbloomstein 41Cardsorting:Step three:• Prioritize the goals• Tell the story of those aspirations © 2011
  42. #wcbos | @mbloomstein 42Why do this?• Measure your content• Assign budget• Prioritize effort• Add new features• Say “no” © 2011
  43. #wcbos | @mbloomstein 43Here’s an example…Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible © 2011
  44. #wcbos | @mbloomstein 44 © 2011
  45. #wcbos | @mbloomstein 45 © 2011
  46. #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
  47. #wcbos | @mbloomstein 47Today includes• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  48. #wcbos | @mbloomstein 48What’s a content audit?A qualitative and quantitative inventoryof all the content in an experience © 2011
  49. #wcbos | @mbloomstein 49Vision © 2011
  50. #wcbos | @mbloomstein 50What do we have? © 2011
  51. #wcbos | @mbloomstein 51Is it still good? © 2011
  52. #wcbos | @mbloomstein 52Do we even need it? © 2011
  53. #wcbos | @mbloomstein 53How will we get more? © 2011
  54. #wcbos | @mbloomstein 54Do folks even like it? © 2011
  55. #wcbos | @mbloomstein 55 © 2011
  56. #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
  57. #wcbos | @mbloomstein 57Should it stay or should it go?• Appropriate• Current• Relevant © 2011
  58. #wcbos | @mbloomstein 58Should it stay or should it go?• Redundant• Outdated• Trivial © 2011
  59. #wcbos | @mbloomstein 59Hello, gap analysis!• Where will we get more?• Who will create, edit, contribute it?• At what frequency will this happen? © 2011
  60. #wcbos | @mbloomstein 60On your own time…• Message architecture• Content audit• Content model• Editorial calendar• Editorial style guidelines• Governance guidelines © 2011
  61. #wcbos | @mbloomstein 61More?• #contentstrategy• Content Strategy for the Web• The Elements of Content Strategy• CS Forum this September• Content Strategy at SXSW © 2011
  62. #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

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