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Ellen de Vries: 3 tools from a Content Strategist's toolkit: Workshop Deck

A preparatory talk for a workshop at UX London.
1) Building character through archetypes
2) Creating a shared language between the whole team
3) Building empathy with the user and discovering messaging

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Ellen de Vries: 3 tools from a Content Strategist's toolkit: Workshop Deck

  1. 1. @ELDEVRI 3 WORDS. GO.
  2. 2. @ELDEVRI PREPARATION 1 OF 3
  3. 3. @ELDEVRI THE IMPORTANCE OF BRAND LANGUAGE.
  4. 4. @ELDEVRI LANGUAGE.
  5. 5. @ELDEVRI “WE ARE DEBRIS ARRANGERS. EQUIPPED WITH WHAT WE HAVE INHERITED, WE TRY TO MAKE A LIFE, MAKE A LIVING… WE ARE ASSEMBLERS. WE FORGE RECEIVED PARTS INTO MEANINGFUL COMPOSITIONS. THIS STATE OF AFFAIRS IS OUR PLIGHT AND OUR DESTINY. IT ALSO OFFERS THE OPPORTUNITY TO FIND MEANING AS WELL AS TO FIND COMMUNION WITH OTHERS.” ― ANNE BOGART
  6. 6. @ELDEVRI THE SUM TOTAL OF THE MEANING(S) THAT PEOPLE MAKE AROUND YOUR PRODUCT. INCLUDING YOUR TEAM.
  7. 7. @ELDEVRI THE MEANING THAT YOU CHOOSE TO CRAFT.
  8. 8. @ELDEVRI “THE BEST WORDS, IN THE BEST ORDER POSSIBLE.” ON POETRY, SAMUEL TAYLOR COLERIDGE.
  9. 9. @ELDEVRI WHAT ARE THE BEST WORDS FOR YOUR PRODUCT?
  10. 10. @ELDEVRI CRAFTING MEANING WITHOUT WORDS.
  11. 11. @ELDEVRI
  12. 12. @ELDEVRI
  13. 13. @ELDEVRI LABANOTATION: CREATING SIGNS ON PAPER THAT COULD REPRESENT BODY PARTS MOVING IN SPACE AND TIME DYNAMICALLY.
  14. 14. @ELDEVRI PARTI.
  15. 15. @ELDEVRI DISCOVER YOUR SHARED LANGUAGE.
  16. 16. @ELDEVRI WHO DO YOU SHARE YOUR LANGUAGE WITH?
  17. 17. @ELDEVRI DESIGNER & USER & DEV & IA & CONTENT STRATEGY & MANAGEMENT & MOTION & CLIENT & STAKEHOLDERS & USERS & ANIMATORS & IMAGE EDITORS & JOURNALISTS & THE PERSON BESIDE YOU & THE PERSON FAR AWAY.
  18. 18. @ELDEVRI PREPARATION 2 OF 3
  19. 19. @ELDEVRI A STORY FROM MY WORK AS A CONTENT STRATEGIST.
  20. 20. @ELDEVRI WHAT DOES A CONTENT STRATEGIST DO?
  21. 21. @ELDEVRI
  22. 22. @ELDEVRI CONTENT
  23. 23. @ELDEVRI LANGUAGE
  24. 24. @ELDEVRI WHEN EVERYTHING IS GROWING SO FAST IT’S BRAVE TO STOP AND ASK: •WHAT IS CONFUSING? •DO YOU FIND IT DIFFICULT TO EXPLAIN? •HOW WOULD YOU SUMMARISE IT?
  25. 25. @ELDEVRI CAMPAIGN MOVEMENT PLATFORM
  26. 26. @ELDEVRI “WORDS ARE THE INTERFACE …AND THE INFRASTRUCTURE.” PETER MORVILLE INTERTWINGLED.
  27. 27. @ELDEVRI PREPARATION 3 OF 3.
  28. 28. @ELDEVRI WHAT HAPPENS WHEN YOUR LANGUAGE ISN’T SERVING YOU WELL?
  29. 29. @ELDEVRI INCONSISTENT MESSAGES INCONSISTENT VOCAB INSPIRING STORIES GET LOST YOU BECOME DIFFICULT TO RELATE TO NO-ONE KNOWS WHAT YOU DO YOU DON’T STAND OUT
  30. 30. @ELDEVRI ? INTERNAL STRATEGY OUTWARD FACING COMMS WHO DECIDES ON YOUR LANGUAGE?
  31. 31. @ELDEVRI INTERNAL STRATEGY BRAND LANGUAGE PALETTE: MESSAGING VOCABULARY PROPOSITION TONE DIFFERENTIATORS OUTWARD FACING COMMS WHO DECIDES ON YOUR LANGUAGE?
  32. 32. @ELDEVRI ARTICULATING YOUR CULTURE “THE STORIES WE REPEAT TO EACH OTHER UNTIL THEY HAPPEN” MARC RETTIG VALUES PURPOSE (WHY? WHY? WHY? WHY? WHY?) PROPOSITION MISSION MESSAGING IA VOCABULARY PROPOSITION TONE AND STYLE DIFFERENTIATORS
  33. 33. @ELDEVRI FROM STRATEGIC DISCUSSION WITH THE TEAM: “PEOPLE PAY £10,000 - THEY WANT EXTRAORDINARY EXPERIENCES AND THEY WANT TO SEE PARTICULAR TYPES OF MONKEYS ON THEIR JOURNEY. OUR SPECIALISTS ORGANISE THAT. THAT’S NOT NORMAL.” INTO CONTENT: YOU WANT SOMETHING OUT OF THE ORDINARY. IF YOU WANT TO SEE A PARTICULAR TYPE OF MONKEY ON YOUR JOURNEY, OUR SPECIALISTS CAN ORGANISE THAT. WE’RE FAR FROM YOUR BASIC TRAVEL AGENCY”
  34. 34. @ELDEVRI FROM STRATEGIC DISCUSSION WITH THE TEAM: “PEOPLE PAY £10,000 - THEY WANT EXTRAORDINARY EXPERIENCES AND THEY WANT TO SEE PARTICULAR TYPES OF MONKEYS ON THEIR JOURNEY. OUR SPECIALISTS ORGANISE THAT. THAT’S NOT NORMAL.” INTO CONTENT: YOU WANT SOMETHING OUT OF THE ORDINARY. IF YOU WANT TO SEE A PARTICULAR TYPE OF MONKEY ON YOUR JOURNEY, OUR SPECIALISTS CAN ORGANISE THAT. WE’RE FAR FROM YOUR BASIC TRAVEL AGENCY”
  35. 35. @ELDEVRI DEVELOP A LANGUAGE PALETTE.
  36. 36. @ELDEVRI DEVELOP A LANGUAGE PALETTE.
  37. 37. Values
  38. 38. Learn, share, learn, share. Every individual who works with us has the opportunity to learn, to develop their voice and cultivate their ideas. Our industry was built by people spreading what they’ve learned. We embrace that same spirit of generosity, which is why we’re an enthusiastic body of mentors, writers, bloggers, public speakers and events organisers.
  39. 39. Proposition statement
  40. 40. We work together with organisations of all sizes to tackle thorny problems, navigate their complexities, and uncover fresh opportunities. We take a responsible approach to designing a clear digital strategy which leads to creating purposeful products and services. Responsible design.
  41. 41. Differentiators
  42. 42. We work together inside our clients’ organisations so that we share our knowledge… and so the process rubs off on them.
  43. 43. TYPI NON HABENT CLARITATEM INSITAM; EST USUS LEGENTIS IN IIS QUI FACIT EORUM CLARITATEM. INVESTIGATIONES DEMONSTRAVERUNT DUIS AUTEM VEL EUM IRIURE DOLOR IN HENDRERIT IN VULPUTATE VELIT ESSE MOLESTIE CONSEQUAT, VEL ILLUM DOLORE EU FEUGIAT NULLA FACILISIS AT VERO EROS ET ACCUMSAN ET IUSTO ODIO DIGNISSIM QUI BLANDIT PRAESENT LUPTATUM ZZRIL DELENIT AUGUE DUIS.
  44. 44. We work together inside our clients’ organisations so that we share our knowledge and the process rubs off on them. www.voiceandtone.com
  45. 45. @ELDEVRI DO IT YOUR WAY.
  46. 46. @ELDEVRI BEFORE YOUR LANGUAGE BECOMES THE RESPONSIBILITY OF YOUR BRAND AGENCY, YOUR COPYWRITER, OR YOUR SEO AGENCY, IT’S YOURS. IT’S THE MEETING POINT BETWEEN YOU, YOUR STRATEGY, YOUR PURPOSE, YOUR AFFINITY WITH USERS’ SENSE OF WHAT IS MEANINGFUL, YOUR DISTINCTIVE VOICE, AND YOUR CULTURE. OWN IT.
  47. 47. @ELDEVRI LET’S GO.
  48. 48. @ELDEVRI OUR TASKS NOW: 1. DISCOVER USERS’ LANGUAGE 2. DEVELOP A DISTINCTIVE VOICE 3. DEVELOP AN ARCHETYPE
  49. 49. @ELDEVRI IDENTIFY YOURSELF AND YOUR ‘THING’
  50. 50. @ELDEVRI WHAT DO YOU WANT TO WORK ON TODAY?
  51. 51. @ELDEVRI FICTIONAL OPTIONS: A NEW MAGAZINE A PAIR OF JEANS AN ECO-KETTLE A WEBSITE FOR A HOTEL
  52. 52. @ELDEVRI TASK 1: A HYPOTHETICAL JOURNEY TO DISCOVER MESSAGES USERS NEED TO HEAR.
  53. 53. @ELDEVRI WHO ARE YOUR AUDIENCE?
  54. 54. @ELDEVRI
  55. 55. @ELDEVRI
  56. 56. @ELDEVRI THE 5 GOLDEN QUESTIONS.
  57. 57. @ELDEVRI 1. WHAT ARE THEY SKEPTICAL ABOUT IN RELATION TO WHAT YOU OFFER?
  58. 58. @ELDEVRI 2. WHAT PROBLEMS DO THEY HAVE IN RELATION TO THE THING YOU’RE OFFERING?
  59. 59. @ELDEVRI 3. WHY HAVE THEY NOT BEEN INTERESTED/USED IT/KNOWN IT BEFORE?
  60. 60. @ELDEVRI 4. WHAT’S DIFFERENT NOW THAT YOU’VE COME ALONG WITH YOUR ‘THING’.
  61. 61. @ELDEVRI 5. PAINT A PRETTY PICTURE OF THEIR LIFE NOW THAT THEY’VE HAPPILY WORKED WITH / LISTENED TO YOU.
  62. 62. @ELDEVRI TEST THESE THEORIES RESEARCH THESE QUESTIONS SPEAK TO USERS SPEAK TO STAKEHOLDERS SPEAK TO THE TEAM HARVEST LANGUAGES
  63. 63. @ELDEVRI CIRCLE THE CONCEPTS THAT STAND OUT: Joy wants to feel like she has agency, and that she is being given the right tools to make change happen in her community. She needs to know that she is not putting herself in danger, with strong advice on how to stay safe in her communications.
  64. 64. @ELDEVRI WHAT THE USERS SAY THEY NEED GIVES SHAPE TO YOUR SHAPE. MESSAGING MICRO-COPY VALUES DIFFERENTIATORS TONE OF VOICE ARCHITECTURE DIGITAL BRAND CONTENT PRINCIPLES
  65. 65. @ELDEVRI TASK 2: DEVELOPING A DISTINCTIVE VOICE.
  66. 66. @ELDEVRI
  67. 67. @ELDEVRI
  68. 68. @ELDEVRI
  69. 69. @ELDEVRI TASK 3: GIVE YOUR PRODUCT AN ARCHETYPE.
  70. 70. @ELDEVRI
  71. 71. @ELDEVRI
  72. 72. @ELDEVRI WHERE DO YOU GO FROM HERE?
  73. 73. @ELDEVRI START LOOKING OUT FOR LANGUAGE THAT IS NOT FRESH, THAT DOESN’T FEEL AUTHENTIC.
  74. 74. @ELDEVRI PICK UP ON BULLSH*T OR LACK OF CLARITY FOR THERE LIES GOLD.
  75. 75. @ELDEVRI LISTEN HARVEST USE TEST.
  76. 76. @ELDEVRI INVITE PEOPLE TO CLARIFY EVEN THE SIMPLEST VOCABULARY.
  77. 77. @ELDEVRI PLAY. EXPERIMENT.
  78. 78. @ELDEVRI NOTATE NOTATE NOTATE.
  79. 79. @ELDEVRI DON’T FORGET THE MAGIC POWER OF LANGUAGE TO FORM AN INSPIRING BOND.
  80. 80. @ELDEVRI HIRE A CONTENT STRATEGIST.
  81. 81. @ELDEVRI THANKS FOR BEING HERE. TOODLEPIP. ELLEN DE VRIES.

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