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Clarity Through Content Strategy

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As presented at Confab Central 2016 in Minneapolis, Minnesota.

Ever worked on a totally unclear project? Or a product that makes no sense to you or your team? Walking away isn't always an option. Sometimes we do our best and hope it will all make sense in the end. It's a frustrating way to work.

Learn how the tools and teachings of content strategy can clarify not only web content, but also the essence of your entire organization. We'll memorize a framework that outlines the interplay between business and brand, vision and voice, mission and message, and targets and tone, along with tools to bring clarity in each area.

Published in: Design
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Clarity Through Content Strategy

  1. 1. @SCOTTKUBIE CLARITY THROUGH CONTENT STRATEGY
  2. 2. @SCOTTKUBIE If you wish to make an apple pie from scratch, you must first invent the universe. - Carl Sagan
  3. 3. @SCOTTKUBIE Novak, J. D. & A. J. Cañas, The Theory Underlying Concept Maps and How to Construct and Use Them, Technical Report IHMC CmapTools 2006-01 Rev 01-2008, Florida Institute for Human and Machine Cognition, 2008
  4. 4. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
  5. 5. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
  6. 6. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE adaptive content structured content product content narrative UX content marketing website strategy editorial strategy user interface writing CMS strategy SEO intelligent content personalized content web writing accessibility UX IA
  7. 7. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  8. 8. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  9. 9. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
  10. 10. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE governance model audit plan content marketing migration plan editorial calendar reviews and approvals production training CMS requirements metadata schema taxonomy controlled vocabulary core strategy statement sitemaps
  11. 11. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  12. 12. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
  13. 13. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE production planning writing editing user research tagging and categorizing authoring guidelines making style guides conducting inventories conducting audits
  14. 14. Hooray! I’m a content strategist. Congrats! You’re a content strategist. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  15. 15. Hooray! I’m a content strategist. Congrats! You’re a content strategist. Now what? Now what? CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  16. 16. Hello, I’m a content strategist. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  17. 17. Hello, I’m a content strategist. No, you’re not, we’re doing content strategy. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  18. 18. Let’s talk content! CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  19. 19. Where are the wireframes? Let’s talk content! CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  20. 20. Why are we doing this? CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  21. 21. Why are we doing this? Because reasons! CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  22. 22. Who is this for? CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  23. 23. Who is this for? Everyone! CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  24. 24. Who is this for? but srsly tho Everyone! CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  25. 25. That’s up to sales. Because [executive] said so. That’s up to the PM. I never thought to ask. ????????????? ??????????????? ?????????? CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  26. 26. What’s with all the questions, guy? CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  27. 27. ARE WE ASKING THE RIGHT QUESTIONS? ARE WE SOLVING THE RIGHT PROBLEMS? CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  28. 28. NEVER DELEGATE UNDERSTANDING. - Charles Eames CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
  29. 29. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK business VISION MISSION TARGETS product
  30. 30. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK business VISION VOICE MISSION MESSAGE TARGETS TONE brand product content
  31. 31. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK business VISION VOICE MISSION MESSAGE TARGETS TONE brand ORGANIZATION product content
  32. 32. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK business VISION VOICE MISSION MESSAGE TARGETS TONE brand ORGANIZATION PROJECT product content
  33. 33. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK business VISION VOICE MISSION MESSAGE TARGETS TONE brand ORGANIZATION PROJECT CONTEXT product content
  34. 34. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION VOICEORGANIZATION
  35. 35. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION
  36. 36. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION A VISION IS REALIZED
  37. 37. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION A VISION IS REALIZED CLEAR VISIONS ARE AMBITIOUS
  38. 38. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION When you don’t know what you believe, everything becomes an argument.
  39. 39. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION
  40. 40. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VOICE
  41. 41. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VOICE A VOICE IS FOUND
  42. 42. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VOICE A VOICE IS FOUND CLEAR VOICES ARE CONSISTENT
  43. 43. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VOICE
  44. 44. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION VOICEORGANIZATION
  45. 45. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION VOICE Vision statement Team charter Core strategy statement Creative brief Elevator pitch Canvases and frameworks Stakeholder interviews ORGANIZATION
  46. 46. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION VOICE Vision statement Team charter Core strategy statement Creative brief Elevator pitch Canvases and frameworks Stakeholder interviews Voice architecture Style guidelines Content auditing Product names and visual branding ORGANIZATION
  47. 47. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION VOICEORGANIZATION
  48. 48. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION MESSAGEPROJECT VISION VOICEORGANIZATION
  49. 49. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION MESSAGEPROJECT
  50. 50. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION
  51. 51. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION A MISSION IS PLANNED
  52. 52. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION A MISSION IS PLANNED CLEAR MISSIONS HAVE AN OWNER
  53. 53. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION
  54. 54. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MESSAGE
  55. 55. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MESSAGE A MESSAGE IS ARTICULATED
  56. 56. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MESSAGE A MESSAGE IS ARTICULATED CLEAR MESSAGES HAVE STRUCTURE
  57. 57. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MESSAGE
  58. 58. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION MESSAGEPROJECT
  59. 59. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION MESSAGEPROJECT Content inventory RACI chart MoSCoW chart Detailed specifications
 
 
 Sitemaps Content modeling Project briefs Wireframes and prototypes
  60. 60. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION MESSAGEPROJECT Content inventory RACI chart MoSCoW chart Detailed specifications
 
 
 Sitemaps Content modeling Project briefs Wireframes and prototypes Content auditing Core Model / Core + Paths Messaging framework
 
 
 Content templates Content libraries Cowriting
  61. 61. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK MISSION MESSAGEPROJECT
  62. 62. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TONECONTEXT MISSION MESSAGEPROJECT
  63. 63. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TONECONTEXT
  64. 64. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS
  65. 65. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TARGETS ARE CHOSEN
  66. 66. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TARGETS ARE CHOSEN CLEAR TARGETS ARE SPECIFIC
  67. 67. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS
  68. 68. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TONE
  69. 69. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TONE TONE IS RESPONSIVE
  70. 70. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TONE TONE IS RESPONSIVE CLEAR TONE IS APPROPRIATE
  71. 71. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TONE
  72. 72. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TONE
  73. 73. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TONECONTEXT
  74. 74. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TONECONTEXT Prioritized audiences Ecosystem map Analytics A/B testing User interviews User understanding matrix
  75. 75. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TONECONTEXT Prioritized audiences Ecosystem map Analytics A/B testing User interviews User understanding matrix Personas Empathy mapping Usability testing Style guidelines Audit criteria
  76. 76. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK TARGETS TONECONTEXT
  77. 77. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK business VISION VOICE MISSION MESSAGE TARGETS TONE brand ORGANIZATION PROJECT CONTEXT product content
  78. 78. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VOICE MESSAGE TONE brand content
  79. 79. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VOICE MESSAGE TONE brand content who you are what you say how it comes across
  80. 80. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VOICE MESSAGE TONE brand content
  81. 81. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION business MISSION TARGETS product
  82. 82. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION business MISSION TARGETS product what you want what you’re doing where you talk about it (and with whom)
  83. 83. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION business MISSION TARGETS product
  84. 84. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK VISION business VOICE MISSION MESSAGE TARGETS TONE brand ORGANIZATION PROJECT CONTEXT product content
  85. 85. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
  86. 86. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
  87. 87. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE production planning writing editing user research tagging and categorizing authoring guidelines making style guides conducting inventories conducting audits
  88. 88. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE facilitation coordination alignment outreach advocacy training meeting planning wireframing prototyping visualization product management lean methodologiesmaking a business case
  89. 89. @SCOTTKUBIE
  90. 90. @SCOTTKUBIE Strategy never speaks for itself.
  91. 91. CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE Slides and links at: http://kubie.link/claritycs

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