Tuning in your multichannel content strategy

http://www.flickr.com/photos/34391867@N04/3977276567 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Tuning in your multichannel content strategy Margot Bloomstein @mbloomstein October 27, 2010 1

Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Give our audience Build a cohesive what they need experience Stay in budget Deliver Minimize revisions on time Please our team Rally everyone (and ourselves) around a vision 11

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. 13

Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Editorial style guidelines Governance guidelines Editorial calendar 14

Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple’s “message architecture” Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning 24

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? 58

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. 66

Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes • Allocate content across channels with topics by theme • Assign owners— authors, editors, reviewers, monitors 71

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, 73 Little MOO, Print Robot

Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein “ I love Skittles so much I want to take it behind the middle school and get it “ Chocolate skittles: pregnant.” “‘ peat, burnt food, cigarette butts.” 80

Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Use content to avoid chaos! Example/role model content Ancillary & instructional copy sets the tone Refill drinks: stir up discussion Structured content (top 5 lists, restricted taxonomies) 82

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 89

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?  90

Tuning in your multichannel content strategy

by Margot Bloomstein

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