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Be a greedy bastard content strategy PDX

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Margot Bloomstein
Margot Bloomstein

Are you trying to find ways to better communicate your brand, connect with your audience, help your clients’ tactical decisions align with their marketing goals, or minimize rounds of revision to optimize your project budget? Content strategy can help. If you rock design, IA, content development, social media, or other areas of marketing, media, or advertising, let’s talk. Learn how you can incorporate insights from this aspect of user experience design into your next content-related project. We'll discuss how the questions that a content strategist brings to the table can enrich your deliverables and benefit your end users—and how you can integrate content strategy into your next pitch, RFP, marketing plan or creative process. Presented at Content Strategy Portland, #CSPDX, October 14, 2010.

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1 Appropriate, Inc. © 2010 #CSPDX @mbloomstein BE A GREEDY BASTARD: use content strategy to get what you want! Margot Bloomstein @mbloomstein #CSPDX October 14, 2010
2 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
3 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
4 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Why content strategy?
5 Appropriate, Inc. © 2010 #CSPDX @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 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Use content strategy to get what you want.
7 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Use content strategy to get what you want. Designers Information architects Interaction designers Project managers SEO/SEM specialists Marketing
8 Appropriate, Inc. © 2010 #CSPDX @mbloomstein ©Skillset.org
9 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time
10 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time Stay in budget
11 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time Stay in budget Give users what they need
12 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
13 Appropriate, Inc. © 2010 #CSPDX @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
14 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Be greedy. Demand these things. On-time delivery, a cohesive user experience, less stress? These are not nice-to-haves.
15 Appropriate, Inc. © 2010 #CSPDX @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
16 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
17 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
18 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
19 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
20 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
21 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
22 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
23 Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple?
24 Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple?
25 Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple?
26 Appropriate, Inc. © 2010 #CSPDX @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”
27 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy can help you communicate.
28 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
29 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
30 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
31 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
32 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Prioritize key messages
33 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Design, write, label, and organize around those messages
34 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Get it all right in fewer rounds of revision
35 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
36 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Okay. How are we going to pay for this?
37 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your “client” uses words to communicate.
38 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Words are cheaper than comps.
39 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
40 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
41 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content.
42 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
43 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Glossary! Social sharing! Live help! Video!
44 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
45 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Laid back Minimalist Clean
46 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
47 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
48 Appropriate, Inc. © 2010 #CSPDX @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need?
49 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
50 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
51 Appropriate, Inc. © 2010 #CSPDX @mbloomstein What do we have?
52 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Is it still good?
53 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Do we even need it?
54 Appropriate, Inc. © 2010 #CSPDX @mbloomstein How will we get more?
55 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Do folks even like it?
56 Appropriate, Inc. © 2010 #CSPDX @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?
57 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy!
58 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Conduct a quantitative and qualitative content audit
59 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
60 Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count
61 Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
62 Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
63 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant?
64 Appropriate, Inc. © 2010 #CSPDX @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?”
65 Appropriate, Inc. © 2010 #CSPDX @mbloomstein You deserve to know communication goals before you start to communicate.
66 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Upsell content types to meet communication goals Testimonials Case studies Interactive tours Video interviews FAQs Self-service support . . .
67 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
68 Appropriate, Inc. © 2010 #CSPDX @mbloomstein But wait!
69 Appropriate, Inc. © 2010 #CSPDX @mbloomstein But wait! They already have writers in the marketing department!
70 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
71 Appropriate, Inc. © 2010 #CSPDX @mbloomstein OH NOES!
72 Appropriate, Inc. © 2010 #CSPDX @mbloomstein OH NOES!
73 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy is metaphorical bacon.
74 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
75 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Empathizing with social media How do they get clients to stop talking about themselves and genuinely engage—consistently across channels?
76 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
77 Appropriate, Inc. © 2010 #CSPDX @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
78 Appropriate, Inc. © 2010 #CSPDX @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
79 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
80 Appropriate, Inc. © 2010 #CSPDX @mbloomstein You deserve this.
81 Appropriate, Inc. © 2010 #CSPDX @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.

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Be a greedy bastard content strategy PDX

  • 1. 1 Appropriate, Inc. © 2010 #CSPDX @mbloomstein BE A GREEDY BASTARD: use content strategy to get what you want! Margot Bloomstein @mbloomstein #CSPDX October 14, 2010
  • 2. 2 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 3. 3 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 4. 4 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Why content strategy?
  • 5. 5 Appropriate, Inc. © 2010 #CSPDX @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 #CSPDX @mbloomstein Use content strategy to get what you want.
  • 7. 7 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Use content strategy to get what you want. Designers Information architects Interaction designers Project managers SEO/SEM specialists Marketing
  • 8. 8 Appropriate, Inc. © 2010 #CSPDX @mbloomstein ©Skillset.org
  • 9. 9 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time
  • 10. 10 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time Stay in budget
  • 11. 11 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time Stay in budget Give users what they need
  • 12. 12 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  • 13. 13 Appropriate, Inc. © 2010 #CSPDX @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
  • 14. 14 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Be greedy. Demand these things. On-time delivery, a cohesive user experience, less stress? These are not nice-to-haves.
  • 15. 15 Appropriate, Inc. © 2010 #CSPDX @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 16. 16 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 17. 17 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
  • 18. 18 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  • 19. 19 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
  • 20. 20 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
  • 21. 21 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
  • 22. 22 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
  • 23. 23 Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple?
  • 24. 24 Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple?
  • 25. 25 Appropriate, Inc. © 2010 #CSPDX @mbloomstein More like Apple?
  • 26. 26 Appropriate, Inc. © 2010 #CSPDX @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”
  • 27. 27 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy can help you communicate.
  • 28. 28 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
  • 29. 29 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  • 30. 30 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 31. 31 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 32. 32 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Prioritize key messages
  • 33. 33 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Design, write, label, and organize around those messages
  • 34. 34 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Get it all right in fewer rounds of revision
  • 35. 35 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
  • 36. 36 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Okay. How are we going to pay for this?
  • 37. 37 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your “client” uses words to communicate.
  • 38. 38 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Words are cheaper than comps.
  • 39. 39 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
  • 40. 40 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 41. 41 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content.
  • 42. 42 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 43. 43 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Glossary! Social sharing! Live help! Video!
  • 44. 44 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 45. 45 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Laid back Minimalist Clean
  • 46. 46 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 47. 47 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 48. 48 Appropriate, Inc. © 2010 #CSPDX @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need?
  • 49. 49 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 50. 50 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 51. 51 Appropriate, Inc. © 2010 #CSPDX @mbloomstein What do we have?
  • 52. 52 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Is it still good?
  • 53. 53 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Do we even need it?
  • 54. 54 Appropriate, Inc. © 2010 #CSPDX @mbloomstein How will we get more?
  • 55. 55 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Do folks even like it?
  • 56. 56 Appropriate, Inc. © 2010 #CSPDX @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?
  • 57. 57 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy!
  • 58. 58 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Conduct a quantitative and qualitative content audit
  • 59. 59 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 60. 60 Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count
  • 61. 61 Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  • 62. 62 Appropriate, Inc. © 2010 #CSPDX @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  • 63. 63 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant?
  • 64. 64 Appropriate, Inc. © 2010 #CSPDX @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?”
  • 65. 65 Appropriate, Inc. © 2010 #CSPDX @mbloomstein You deserve to know communication goals before you start to communicate.
  • 66. 66 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Upsell content types to meet communication goals Testimonials Case studies Interactive tours Video interviews FAQs Self-service support . . .
  • 67. 67 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  • 68. 68 Appropriate, Inc. © 2010 #CSPDX @mbloomstein But wait!
  • 69. 69 Appropriate, Inc. © 2010 #CSPDX @mbloomstein But wait! They already have writers in the marketing department!
  • 70. 70 Appropriate, Inc. © 2010 #CSPDX @mbloomstein
  • 71. 71 Appropriate, Inc. © 2010 #CSPDX @mbloomstein OH NOES!
  • 72. 72 Appropriate, Inc. © 2010 #CSPDX @mbloomstein OH NOES!
  • 73. 73 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Content strategy is metaphorical bacon.
  • 74. 74 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
  • 75. 75 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Empathizing with social media How do they get clients to stop talking about themselves and genuinely engage—consistently across channels?
  • 76. 76 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
  • 77. 77 Appropriate, Inc. © 2010 #CSPDX @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
  • 78. 78 Appropriate, Inc. © 2010 #CSPDX @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
  • 79. 79 Appropriate, Inc. © 2010 #CSPDX @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
  • 80. 80 Appropriate, Inc. © 2010 #CSPDX @mbloomstein You deserve this.
  • 81. 81 Appropriate, Inc. © 2010 #CSPDX @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.