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Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!
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Waking up in Seattle: you're the one that they want!

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"Well, it was a million tiny little things that, when you added them all up, they meant we were supposed to be together... and I knew it." So shared Tom Hanks, as Sam in Sleepless in Seattle. He's …

"Well, it was a million tiny little things that, when you added them all up, they meant we were supposed to be together... and I knew it." So shared Tom Hanks, as Sam in Sleepless in Seattle. He's pining for old love--but he might as well be pining for a content strategist! Content strategy offers the "million tiny little things" that add up to a more cohesive, consistent user experience--and that's valuable to designers, IAs, social media strategists, project managers, and other web strategy types. Whether your team needs to better understand your client's needs, articulate an approach, or align tactical decisions with a brand-driven, user-centered message architecture, content strategy can help. We'll discuss how the questions a content strategist brings to the table can enrich your deliverables and ways to reframe an RFP to upsell content strategy in your next pitch and bring a new partner into the user experience team. Because yeah, you're supposed to be together.

Presented at Content Strategy Seattle, #CSSea, October 13, 2010.

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  • 1. 1 Appropriate, Inc. © 2010 #CSSea @mbloomstein Waking up in Seattle: You’re the one that they want Margot Bloomstein @mbloomstein #CSSea October 13, 2010
  • 2. 2 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 3. 3 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 4. 4 Appropriate, Inc. © 2010 #CSSea @mbloomstein Why content strategy?
  • 5. 5 Appropriate, Inc. © 2010 #CSSea @mbloomstein Why content strategy? Because we all want the same things, and content keeps getting in the way. (Fail to plan = plan to fail.)
  • 6. 6 Appropriate, Inc. © 2010 #CSSea @mbloomstein People want content strategy, they just don’t know how to express it. Give them the words.
  • 7. 7 Appropriate, Inc. © 2010 #CSSea @mbloomstein ©Skillset.org
  • 8. 8 Appropriate, Inc. © 2010 #CSSea @mbloomstein Deliver on time
  • 9. 9 Appropriate, Inc. © 2010 #CSSea @mbloomstein Deliver on time Stay in budget
  • 10. 10 Appropriate, Inc. © 2010 #CSSea @mbloomstein Deliver on time Stay in budget Give users what they need
  • 11. 11 Appropriate, Inc. © 2010 #CSSea @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  • 12. 12 Appropriate, Inc. © 2010 #CSSea @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  • 13. 13 Appropriate, Inc. © 2010 #CSSea @mbloomstein Who doesn’t want this? On-time delivery, a cohesive user experience, less stress? These are not nice-to-haves.
  • 14. 14 Appropriate, Inc. © 2010 #CSSea @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 15. 15 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with designers How do they visualize abstract concepts without concrete terms?
  • 16. 16 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with designers How do they visualize abstract concepts without concrete terms? Make us look hip!
  • 17. 17 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with designers How do they visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
  • 18. 18 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with designers How do they visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
  • 19. 19 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with designers How do they visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
  • 20. 20 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with designers How do they visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
  • 21. 21 Appropriate, Inc. © 2010 #CSSea @mbloomstein More like Apple?
  • 22. 22 Appropriate, Inc. © 2010 #CSSea @mbloomstein More like Apple?
  • 23. 23 Appropriate, Inc. © 2010 #CSSea @mbloomstein More like Apple?
  • 24. 24 Appropriate, Inc. © 2010 #CSSea @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 #CSSea @mbloomstein Content strategy can help your team communicate, both internally and with clients.
  • 26. 26 Appropriate, Inc. © 2010 #CSSea @mbloomstein Question: How do they visualize abstract concepts without concrete terms?
  • 27. 27 Appropriate, Inc. © 2010 #CSSea @mbloomstein Answer: Give them the words. Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 28. 28 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 29. 29 Appropriate, Inc. © 2010 #CSSea @mbloomstein Prioritize key messages
  • 30. 30 Appropriate, Inc. © 2010 #CSSea @mbloomstein Design, write, label, and organize around those messages
  • 31. 31 Appropriate, Inc. © 2010 #CSSea @mbloomstein Draft value proposition or sample content based on the message architecture
  • 32. 32 Appropriate, Inc. © 2010 #CSSea @mbloomstein Get it all right in fewer rounds of revision
  • 33. 33 Appropriate, Inc. © 2010 #CSSea @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
  • 34. 34 Appropriate, Inc. © 2010 #CSSea @mbloomstein Okay. How are we going to pay for this?
  • 35. 35 Appropriate, Inc. © 2010 #CSSea @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
  • 36. 36 Appropriate, Inc. © 2010 #CSSea @mbloomstein Words are cheaper than comps.
  • 37. 37 Appropriate, Inc. © 2010 #CSSea @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
  • 38. 38 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 39. 39 Appropriate, Inc. © 2010 #CSSea @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content.
  • 40. 40 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 41. 41 Appropriate, Inc. © 2010 #CSSea @mbloomstein Glossary! Social sharing! Live help! Video!
  • 42. 42 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 43. 43 Appropriate, Inc. © 2010 #CSSea @mbloomstein Laid back Minimalist Clean
  • 44. 44 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with IAs & PMs How can they plan for the future if they don’t know what they currently have— or what they need?
  • 45. 45 Appropriate, Inc. © 2010 #CSSea @mbloomstein What they “need” Measured in pages? Measured in user tasks? Measured in communication goals?
  • 46. 46 Appropriate, Inc. © 2010 #CSSea @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 47. 47 Appropriate, Inc. © 2010 #CSSea @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 48. 48 Appropriate, Inc. © 2010 #CSSea @mbloomstein What do we have?
  • 49. 49 Appropriate, Inc. © 2010 #CSSea @mbloomstein Is it still good?
  • 50. 50 Appropriate, Inc. © 2010 #CSSea @mbloomstein Do we even need it?
  • 51. 51 Appropriate, Inc. © 2010 #CSSea @mbloomstein How will we get more?
  • 52. 52 Appropriate, Inc. © 2010 #CSSea @mbloomstein Do folks even like it?
  • 53. 53 Appropriate, Inc. © 2010 #CSSea @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions?
  • 54. 54 Appropriate, Inc. © 2010 #CSSea @mbloomstein Content strategy!
  • 55. 55 Appropriate, Inc. © 2010 #CSSea @mbloomstein Conduct a quantitative and qualitative content audit
  • 56. 56 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 57. 57 Appropriate, Inc. © 2010 #CSSea @mbloomstein • Conduct a head count
  • 58. 58 Appropriate, Inc. © 2010 #CSSea @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  • 59. 59 Appropriate, Inc. © 2010 #CSSea @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  • 60. 60 Appropriate, Inc. © 2010 #CSSea @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant?
  • 61. 61 Appropriate, Inc. © 2010 #CSSea @mbloomstein Result? Content strategy fuels more comprehensive sitemaps, wireframes, and a gap analysis to shape budget. Not “how many pages,” but “what do we need in order to communicate?”
  • 62. 62 Appropriate, Inc. © 2010 #CSSea @mbloomstein Who wouldn’t want to know what they’re trying to communicate before they start?
  • 63. 63 Appropriate, Inc. © 2010 #CSSea @mbloomstein Help them upsell content to meet communication goals Testimonials Case studies Interactive tours Video interviews FAQs . . .
  • 64. 64 Appropriate, Inc. © 2010 #CSSea @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  • 65. 65 Appropriate, Inc. © 2010 #CSSea @mbloomstein But wait!
  • 66. 66 Appropriate, Inc. © 2010 #CSSea @mbloomstein But wait! They already have writers in the marketing department!
  • 67. 67 Appropriate, Inc. © 2010 #CSSea @mbloomstein
  • 68. 68 Appropriate, Inc. © 2010 #CSSea @mbloomstein OH NOES!
  • 69. 69 Appropriate, Inc. © 2010 #CSSea @mbloomstein OH NOES!
  • 70. 70 Appropriate, Inc. © 2010 #CSSea @mbloomstein Content strategy is metaphorical bacon.
  • 71. 71 Appropriate, Inc. © 2010 #CSSea @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
  • 72. 72 Appropriate, Inc. © 2010 #CSSea @mbloomstein Empathizing with social media How do they get clients to stop talking about themselves and genuinely engage—consistently across channels?
  • 73. 73 Appropriate, Inc. © 2010 #CSSea @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
  • 74. 74 Appropriate, Inc. © 2010 #CSSea @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
  • 75. 75 Appropriate, Inc. © 2010 #CSSea @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
  • 76. 76 Appropriate, Inc. © 2010 #CSSea @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
  • 77. 77 Appropriate, Inc. © 2010 #CSSea @mbloomstein Content strategy drives demand—and results.
  • 78. 78 Appropriate, Inc. © 2010 #CSSea @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent multichannel UX What do you get out of this?
  • 79. 79 Appropriate, Inc. © 2010 #CSSea @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent multichannel UX Everyone wants this. What do you get out of this?
  • 80. 80 Appropriate, Inc. © 2010 #CSSea @mbloomstein Everyone wants you. They just don’t know it— yet.
  • 81. 81 Appropriate, Inc. © 2010 #CSSea @mbloomstein Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com www.slideshare.net/mbloomstein Twitter: #contentstrategy All logos and pictures are property of their respective owners. Sleepless in Seattle stills © 1993 TriStar Pictures.

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