1
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Tuning in your
multichannel
content strategy
Margot Bloomstein
@mb...
2
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
3
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
4
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why content strategy?
5
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Because we all want the
same things, but content
gets in the way.
6
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
©Skillset.org
7
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Deliver
on time
8
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Deliver
on time
Stay in budget
9
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Deliver
on time
Stay in budget
Give our audience
what they need
10
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Deliver
on time
Stay in budget
Give our audience
what they need
P...
11
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Deliver
on time
Stay in budget
Give our audience
what they need
P...
12
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
This is where content strategy can help!
13
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
What is content strategy?
Planning for the creation,
aggregation,...
14
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Steps along the way…
Message architecture
Content audit/inventory...
15
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms??
16
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
Make ...
17
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re...
18
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re...
19
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re...
20
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re...
21
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
More like Apple?
22
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
More like Apple?
23
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
More like Apple?
And what does a black
mock turtleneck sound
like...
24
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Mi...
25
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
...
26
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
27
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Prioritize key messages
28
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Design, write, label, and
organize around those
messages
29
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Choose content types that
support those messages
30
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Content and design that
share a message architecture
drive a more...
31
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
32
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Use the message architecture
to prioritize new features
and conte...
33
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
34
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Glossary!
Social sharing!
Live help!
Video!
35
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
36
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Laid back
Minimalist
Clean
37
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
So how do we translate
communication goals
into actual copy??
38
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
editorial style guidelines
prescriptive content matrix
editorial ...
39
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
editorial style guidelines
prescriptive content matrix
editorial ...
40
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you translate the
message architecture into
consistent cop...
41
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines
42
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
43
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
• Sty...
44
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
• Sty...
45
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
• Sty...
46
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
47
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
48
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you plan for the
future if you don’t know
what you current...
49
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
What content will you need
and how much will it cost
and how long...
50
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
What content will you need
and how much will it cost
and how long...
51
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/...
52
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondea...
53
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
What do we have?
54
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Is it still good?
55
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Do we even need it?
56
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How will we get more?
57
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Do folks even like it?
58
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
And how do you budget if
you don’t know how much
content you’ll n...
59
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Content strategy!
60
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Develop a quantitative
and qualitative content
audit
What do you ...
61
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
62
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Conduct a head count
63
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Conduct a head count
• Check parity of length and
consistency i...
64
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Conduct a head count
• Check parity of length and
consistency i...
65
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Should it stay or should it go?
Is your content still
brand appro...
66
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Result?
Content strategy—
not corporate whims—
drives new content...
67
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How, and what—but when?
At what frequency and by
whom??
68
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial calendar
69
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Determine seasonal and
industry themes
70
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Determine seasonal and
industry themes
• Allocate content acros...
71
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Determine seasonal and
industry themes
• Allocate content acros...
72
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Who does what and when?
73
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | O...
74
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
org...
75
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you foster
engagement with and
creation of appropriate
use...
76
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Good conversation demands
good content strategy.
77
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
You can’t create a social
media strategy without
content strategy.
78
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
And every good party needs a
good host.
79
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Throw a good party that
anticipates, invites, and
fully accommoda...
80
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
“‘
I love Skittles so much I
want to take it behind the
middle sc...
81
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
82
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Example/role model content
Ancillary & instructional
copy sets th...
83
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
84
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
85
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
Why content strategy?
86
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
• Communicate more
accurately
87
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
• Communicate more
accurately
• Translate your b...
88
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
• Communicate more
accurately
• Translate your b...
89
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
• Communicate more
accurately
• Translate your b...
90
Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.c...
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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. 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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Tuning in your multichannel content strategy

  1. 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. 2 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  3. 3. 3 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  4. 4. 4 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why content strategy?
  5. 5. 5 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Because we all want the same things, but content gets in the way.
  6. 6. 6 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein ©Skillset.org
  7. 7. 7 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time
  8. 8. 8 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time Stay in budget
  9. 9. 9 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Deliver on time Stay in budget Give our audience what they need
  10. 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. 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. 12 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein This is where content strategy can help!
  13. 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. 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. 15 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms??
  16. 16. 16 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you convey abstract concepts without concrete terms? Make us sound innovative!
  17. 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. 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. 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. 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. 21 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple?
  22. 22. 22 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple?
  23. 23. 23 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein More like Apple? And what does a black mock turtleneck sound like any way?
  24. 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. 25 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  26. 26. 26 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  27. 27. 27 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Prioritize key messages
  28. 28. 28 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Design, write, label, and organize around those messages
  29. 29. 29 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Choose content types that support those messages
  30. 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. 31 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  32. 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. 33 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  34. 34. 34 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Glossary! Social sharing! Live help! Video!
  35. 35. 35 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  36. 36. 36 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Laid back Minimalist Clean
  37. 37. 37 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein So how do we translate communication goals into actual copy??
  38. 38. 38 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein editorial style guidelines prescriptive content matrix editorial calendar a consistent, cohesive multichannel presence +
  39. 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. 40 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you translate the message architecture into consistent copy—across all communication channels? ?
  41. 41. 41 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines
  42. 42. 42 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology
  43. 43. 43 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction
  44. 44. 44 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction • Tone
  45. 45. 45 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial style guidelines: • Preferred terminology • Style and construction • Tone • Examples and scripts
  46. 46. 46 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  47. 47. 47 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  48. 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. 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. 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. 51 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  52. 52. 52 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  53. 53. 53 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein What do we have?
  54. 54. 54 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Is it still good?
  55. 55. 55 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Do we even need it?
  56. 56. 56 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How will we get more?
  57. 57. 57 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Do folks even like it?
  58. 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. 59 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Content strategy!
  60. 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. 61 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  62. 62. 62 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count
  63. 63. 63 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  64. 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. 65 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant?
  66. 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. 67 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How, and what—but when? At what frequency and by whom??
  68. 68. 68 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Answer: Editorial calendar
  69. 69. 69 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes
  70. 70. 70 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein • Determine seasonal and industry themes • Allocate content across channels with topics by theme
  71. 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. 72 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Who does what and when?
  73. 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. 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. 75 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein How do you foster engagement with and creation of appropriate user-generated content? ?
  76. 76. 76 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Good conversation demands good content strategy.
  77. 77. 77 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein You can’t create a social media strategy without content strategy.
  78. 78. 78 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein And every good party needs a good host.
  79. 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. 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. 81 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  82. 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. 83 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  84. 84. 84 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
  85. 85. 85 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? Why content strategy?
  86. 86. 86 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately
  87. 87. 87 Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein Why do all this? • Communicate more accurately • Translate your brand across channels
  88. 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. 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. 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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