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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.

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Tuning in your multichannel content strategy Tuning in your multichannel content strategy Presentation Transcript

  • 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 2
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 3
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why content strategy? 4
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Because we all want the same things, but content gets in the way. 5
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein ©Skillset.org 6
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time 7
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Stay in budget Deliver on time 8
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Give our audience what they need Stay in budget Deliver on time 9
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Give our audience what they need Stay in budget Deliver on time Please our team (and ourselves) 10
  • 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 This is where content strategy can help! 12
  • 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 ? How do you convey abstract concepts without concrete terms? 15
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? Make us sound innovative! 16
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? Make us sound We’re traditional, innovative! but not conservative. 17
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More How do you convey abstract concepts without concrete terms? Make us sound We’re traditional, innovative! but not conservative. 18
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like How do you convey abstract concepts without concrete terms? Make us sound We’re traditional, innovative! but not conservative. 19
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple How do you convey abstract concepts without concrete terms? Make us sound We’re traditional, innovative! but not conservative. 20
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple? 21
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple? 22
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple? And what does a black mock turtleneck sound like any way? 23
  • 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 Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary. 25
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 26
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Prioritize key messages 27
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Design, write, label, and organize around those messages 28
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Choose content types that support those messages 29
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience. 30
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 31
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content. 32
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 33
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Live help! Social sharing! Video! Glossary! 34
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 35
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Clean Minimalist Laid back 36
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein ? So how do we translate communication goals into actual copy? 37
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein editorial style guidelines prescriptive content matrix + editorial calendar a consistent, cohesive multichannel presence 38
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How? editorial style guidelines What? prescriptive content matrix When? + editorial calendar a consistent, cohesive multichannel presence 39
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein ? How do you translate the message architecture into consistent copy—across all communication channels? 40
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines 41
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology 42
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction 43
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction • Tone 44
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction • Tone • Examples and scripts 45
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 46
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 47
  • 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? 48
  • 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? 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? And what is the meaning of life? 50
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 51
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ 52
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein What do we have? 53
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Is it still good? 54
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Do we even need it? 55
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How will we get more? 56
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Do folks even like it? 57
  • 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 Content strategy! 59
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Develop a quantitative and qualitative content audit What do you have to work with, any way? 60
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 61
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count 62
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count • Check parity of length and consistency in structure 63
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture 64
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant? 65
  • 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 ? How, and what—but when? At what frequency and by whom? 67
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial calendar 68
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes 69
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes • Allocate content across channels with topics by theme 70
  • 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 Who does what and when? 72
  • 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 Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content 74
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein ? How do you foster engagement with and creation of appropriate user-generated content? 75
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Good conversation demands good content strategy. 76
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein You can’t create a social media strategy without content strategy. 77
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein And every good party needs a good host. 78
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Throw a good party that anticipates, invites, and fully accommodates user-generated content. (or expect party crashers) 79
  • 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 81
  • 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 83
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein 84
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? Why content strategy? 85
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately 86
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately • Translate your brand across channels 87
  • Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately • Translate your brand across channels • Budget money and time 88
  • 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