1
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Waking up in Seattle:
You’re the one
that they want
Margot Bloomstein
@mblo...
2
Appropriate, Inc. © 2010 #CSSea @mbloomstein
3
Appropriate, Inc. © 2010 #CSSea @mbloomstein
4
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Why content strategy?
5
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Why content strategy?
Because we all want the same things, and
content keep...
6
Appropriate, Inc. © 2010 #CSSea @mbloomstein
People want content strategy,
they just don’t know how to express it.
Give ...
7
Appropriate, Inc. © 2010 #CSSea @mbloomstein
©Skillset.org
8
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Deliver
on time
9
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Deliver
on time
Stay in budget
10
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
11
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our client...
12
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our client...
13
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Who doesn’t want this?
On-time delivery, a cohesive
user experience, less ...
14
Appropriate, Inc. © 2010 #CSSea @mbloomstein
What is content strategy?
Planning for the creation,
aggregation, delivery...
15
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without...
16
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without...
17
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without...
18
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without...
19
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without...
20
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without...
21
Appropriate, Inc. © 2010 #CSSea @mbloomstein
More like Apple?
22
Appropriate, Inc. © 2010 #CSSea @mbloomstein
More like Apple?
23
Appropriate, Inc. © 2010 #CSSea @mbloomstein
More like Apple?
24
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal det...
25
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Content strategy
can help your team
communicate, both
internally and with
...
26
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Question:
How do they visualize
abstract concepts
without concrete terms?
27
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Answer:
Give them the words.
Use a message architecture:
prioritized brand...
28
Appropriate, Inc. © 2010 #CSSea @mbloomstein
29
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Prioritize key messages
30
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Design, write, label, and
organize around those
messages
31
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Draft value proposition or
sample content based on
the message architecture
32
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Get it all right in fewer
rounds of revision
33
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Result?
Invest in content strategy
now to preserve time and
budget for des...
34
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Okay. How are we going to
pay for this?
35
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Fewer rounds of creative
revision easily pay for
content strategy-driven
c...
36
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Words are cheaper than comps.
37
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Content and design that
share a message architecture
drive a more cohesive...
38
Appropriate, Inc. © 2010 #CSSea @mbloomstein
39
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Use the message architecture
to prioritize new features
and content types ...
40
Appropriate, Inc. © 2010 #CSSea @mbloomstein
41
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Glossary!
Social sharing!
Live help!
Video!
42
Appropriate, Inc. © 2010 #CSSea @mbloomstein
43
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Laid back
Minimalist
Clean
44
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with IAs & PMs
How can they plan for the
future if they don’t ...
45
Appropriate, Inc. © 2010 #CSSea @mbloomstein
What they “need”
Measured in pages?
Measured in user tasks?
Measured in
co...
46
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/410180369...
47
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketi...
48
Appropriate, Inc. © 2010 #CSSea @mbloomstein
What do we have?
49
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Is it still good?
50
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Do we even need it?
51
Appropriate, Inc. © 2010 #CSSea @mbloomstein
How will we get more?
52
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Do folks even like it?
53
Appropriate, Inc. © 2010 #CSSea @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you n...
54
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Content strategy!
55
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Conduct a quantitative
and qualitative content
audit
56
Appropriate, Inc. © 2010 #CSSea @mbloomstein
57
Appropriate, Inc. © 2010 #CSSea @mbloomstein
• Conduct a head count
58
Appropriate, Inc. © 2010 #CSSea @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structu...
59
Appropriate, Inc. © 2010 #CSSea @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structu...
60
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Should it stay or should it go?
Is your content still
brand appropriate,
c...
61
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Result?
Content strategy fuels more
comprehensive sitemaps,
wireframes, an...
62
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Who wouldn’t want to know
what they’re trying to
communicate before they
s...
63
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Help them upsell content to
meet communication goals
Testimonials
Case stu...
64
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a ne...
65
Appropriate, Inc. © 2010 #CSSea @mbloomstein
But wait!
66
Appropriate, Inc. © 2010 #CSSea @mbloomstein
But wait!
They already have
writers in the marketing
department!
67
Appropriate, Inc. © 2010 #CSSea @mbloomstein
68
Appropriate, Inc. © 2010 #CSSea @mbloomstein
OH NOES!
69
Appropriate, Inc. © 2010 #CSSea @mbloomstein
OH NOES!
70
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Content strategy is
metaphorical bacon.
71
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t ask stra...
72
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with social media
How do they get clients to
stop talking abou...
73
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Good conversation demands
good content strategy.
(Hi, inbound marketing?)
74
Appropriate, Inc. © 2010 #CSSea @mbloomstein
message architecture
editorial style guidelines
editorial calendar
a consi...
75
Appropriate, Inc. © 2010 #CSSea @mbloomstein
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629...
76
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organization...
77
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Content strategy drives
demand—and results.
78
Appropriate, Inc. © 2010 #CSSea @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• ...
79
Appropriate, Inc. © 2010 #CSSea @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• ...
80
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Everyone wants you.
They just don’t know it—
yet.
81
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
www.sl...
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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 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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Waking up in Seattle: you're the one that they want!

  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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