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Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
Tuning in your multichannel content strategy
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Tuning in your multichannel content strategy

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Facebook? Twitter? Jive? What about that central web presence? If you're marketing a brand, you probably juggle consistency issues across many platforms--and that's where content strategy can help. …

Facebook? Twitter? Jive? What about that central web presence? If you're marketing a brand, you probably juggle consistency issues across many platforms--and that's where content strategy can help. Join us to discuss the main tenets and most relevant tools and techniques that make content strategy an ideal part of building a cohesive, consistent experience for your target audience.

Presented as an Awareness webinar, #awarenessinc, October 27, 2010.

Published in: Design, Technology, Business
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  • 1. 1 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Tuning in your multichannel content strategy Margot Bloomstein @mbloomstein October 27, 2010 http://www.flickr.com/photos/34391867@N04/3977276567
  • 2. 2 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 3. 3 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 4. 4 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why content strategy?
  • 5. 5 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Because we all want the same things, but content gets in the way.
  • 6. 6 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein ©Skillset.org
  • 7. 7 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time
  • 8. 8 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time Stay in budget
  • 9. 9 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time Stay in budget Give our audience what they need
  • 10. 10 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time Stay in budget Give our audience what they need Please our team (and ourselves)
  • 11. 11 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time Stay in budget Give our audience what they need Please our team (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  • 12. 12 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein This is where content strategy can help!
  • 13. 13 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 14. 14 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Editorial style guidelines Governance guidelines Editorial calendar
  • 15. 15 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms??
  • 16. 16 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? Make us sound innovative!
  • 17. 17 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? We’re traditional, but not conservative. Make us sound innovative!
  • 18. 18 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? We’re traditional, but not conservative. More Make us sound innovative!
  • 19. 19 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? We’re traditional, but not conservative. More like Make us sound innovative!
  • 20. 20 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? We’re traditional, but not conservative. More like Apple Make us sound innovative!
  • 21. 21 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple?
  • 22. 22 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple?
  • 23. 23 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple? And what does a black mock turtleneck sound like any way?
  • 24. 24 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
  • 25. 25 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 26. 26 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 27. 27 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Prioritize key messages
  • 28. 28 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Design, write, label, and organize around those messages
  • 29. 29 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Choose content types that support those messages
  • 30. 30 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
  • 31. 31 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 32. 32 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content.
  • 33. 33 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 34. 34 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Glossary! Social sharing! Live help! Video!
  • 35. 35 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 36. 36 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Laid back Minimalist Clean
  • 37. 37 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein So how do we translate communication goals into actual copy??
  • 38. 38 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein editorial style guidelines prescriptive content matrix editorial calendar a consistent, cohesive multichannel presence +
  • 39. 39 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein editorial style guidelines prescriptive content matrix editorial calendar a consistent, cohesive multichannel presence + How? What? When?
  • 40. 40 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you translate the message architecture into consistent copy—across all communication channels? ?
  • 41. 41 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines
  • 42. 42 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology
  • 43. 43 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction
  • 44. 44 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction • Tone
  • 45. 45 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction • Tone • Examples and scripts
  • 46. 46 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 47. 47 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 48. 48 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you plan for the future if you don’t know what you currently have— or what you need? ?
  • 49. 49 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein What content will you need and how much will it cost and how long will it take to produce and maintain? ?
  • 50. 50 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein What content will you need and how much will it cost and how long will it take to produce and maintain? And what is the meaning of life? ?
  • 51. 51 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 52. 52 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 53. 53 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein What do we have?
  • 54. 54 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Is it still good?
  • 55. 55 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Do we even need it?
  • 56. 56 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How will we get more?
  • 57. 57 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Do folks even like it?
  • 58. 58 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein And how do you budget if you don’t know how much content you’ll need (or have) to express the main points, create a series of blog posts, or develop a campaign?
  • 59. 59 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Content strategy!
  • 60. 60 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Develop a quantitative and qualitative content audit What do you have to work with, any way?
  • 61. 61 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 62. 62 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count
  • 63. 63 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  • 64. 64 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  • 65. 65 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant?
  • 66. 66 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Result? Content strategy— not corporate whims— drives new content types, new website features, customer interviews, blog post topics, webinars, etc.
  • 67. 67 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How, and what—but when? At what frequency and by whom??
  • 68. 68 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial calendar
  • 69. 69 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes
  • 70. 70 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes • Allocate content across channels with topics by theme
  • 71. 71 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes • Allocate content across channels with topics by theme • Assign owners— authors, editors, reviewers, monitors
  • 72. 72 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Who does what and when?
  • 73. 73 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein From: Little MOO | Print Robot <noreply@moo.com> Subject: MOO | Order 0629312615 | Confirmed Hello I'm Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you. Remember, I'm just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!) Thanks, Little MOO, Print Robot
  • 74. 74 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
  • 75. 75 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you foster engagement with and creation of appropriate user-generated content? ?
  • 76. 76 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Good conversation demands good content strategy.
  • 77. 77 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein You can’t create a social media strategy without content strategy.
  • 78. 78 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein And every good party needs a good host.
  • 79. 79 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Throw a good party that anticipates, invites, and fully accommodates user-generated content. (or expect party crashers)
  • 80. 80 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein “‘ I love Skittles so much I want to take it behind the middle school and get it pregnant.” “ Chocolate skittles: peat, burnt food, cigarette butts.” “
  • 81. 81 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 82. 82 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Example/role model content Ancillary & instructional copy sets the tone Refill drinks: stir up discussion Structured content (top 5 lists, restricted taxonomies) Use content to avoid chaos!
  • 83. 83 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 84. 84 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  • 85. 85 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? Why content strategy?
  • 86. 86 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately
  • 87. 87 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately • Translate your brand across channels
  • 88. 88 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately • Translate your brand across channels • Budget money and time
  • 89. 89 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately • Translate your brand across channels • Budget money and time • Anticipate the future with less stress
  • 90. 90 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com All logos and pictures are property of their respective owners. All other work property of Appropriate, Inc. Let’s talk if you want to share it, okay? 

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