Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Confab Central 2017

1 | #ConfabCentral | @mbloomstein BRAND-DRIVEN CONTENT STRATEGY: CREATING A MESSAGE ARCHITECTURE Margot Bloomstein @mbloomstein Confab Central June 7, 2017

2 | #ConfabCentral | @mbloomstein BRAND-DRIVEN CONTENT STRATEGY: CREATING A MESSAGE ARCHITECTURE, DEPLOYING IT IN THE CONTENT AUDIT AND CONTENT MODEL, AND APPLYING IT IN THE EDITORIAL STYLE GUIDE AND CALENDAR, LIKE YOU DO

3 | #ConfabCentral | @mbloomstein Volume and variety are the enemies of focus and consistency. 3 | #ConfabCentral | @mbloomstein

If we want progress, we need boundaries, expectations, and guidelines.

“What do we need to say?”

11 | #ConfabCentral | @mbloomstein To say more, start by saying no. 11 | #ConfabCentral | @mbloomstein

12 | #ConfabCentral | @mbloomstein Content demands attention

13 | #ConfabCentral | @mbloomstein Because we all want the same thing, but content keeps getting in the way. (CC) http://www.flickr.com/photos/slworking Content requires time

14 | #ConfabCentral | @mbloomstein Content dredges up politics ©Margot Bloomstein

15 | #ConfabCentral | @mbloomstein Good communication is the product of tradeoffs and opportunity costs. 15 | #ConfabCentral | @mbloomstein

16 | #ConfabCentral | @mbloomstein Tradeoffs pay off. ©Margot Bloomstein

17 | #ConfabCentral | @mbloomstein Content strategy lives in the tradeoffs.

18 | #ConfabCentral | @mbloomstein What is content strategy? Planning for the creation, aggregation, and governance of content that’s useful, usable, and appropriate to an experience.

19 | #ConfabCentral | @mbloomstein Message architecture Content audit Content types Content model Editorial style guidelines and calendar

“But isn’t strategy expensive?”

“More like Apple”

23 | #ConfabCentral | @mbloomstein More like Apple’s message architecture Confident but approachable; accessible Simple • Minimal detail • Streamlined and anticipatory Inviting, friendly • Supportive but not fawning

24 | #ConfabCentral | @mbloomstein Message architecture Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly, and empowering Helpful • Accessible

25 | #ConfabCentral | @mbloomstein

27 | #ConfabCentral | @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

28 | #ConfabCentral | @mbloomstein Cheeky • Witty and fun • Young without being childish Customer-oriented, responsive • Approachable and friendly • Empowering Helpful • Accessible Message architecture vs. brand values Design Innovation Community Excellence

29 | #ConfabCentral | @mbloomstein What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary

30 | #ConfabCentral | @mbloomstein What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary— versus brand values, which are the ethics a company espouses

31 | #ConfabCentral | @mbloomstein First things first. Why add video testimonials, develop help content, continue blogging, conduct a content audit, or email customers… if you don’t know what’s most important to communicate?

If you don’t know what to communicate, how will you know if you succeed?

what to communicate when where

34 | #ConfabCentral | @mbloomstein Serious, technical, and rigorous? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Excerpted from Content Marketing Institute & MarketingProfs Content Marketing Survey Not all channels fit all goals.

35 | #ConfabCentral | @mbloomstein Engaged, fun, and relevant? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Excerpted from Content Marketing Institute & MarketingProfs Content Marketing Survey Not all channels fit all goals.

What are your company’s primary communication goals? What channels do you use now? Why? What channels could better meet your goals?

37 | #ConfabCentral | @mbloomstein ©The Lettered Lane

How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.”

39 | #ConfabCentral | @mbloomstein A little thing with big impact.

40 | #ConfabCentral | @mbloomstein Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart, “punny,” hip • Fun, gleeful

44 | #ConfabCentral | @mbloomstein If these emails are boring you and you don’t mind missing out on all the lip-smackin’ stuff we’ll be sending in the future, simply send a message to owner- unsubscribe@insiders.miniusa.com and include “Unsubscribe” and your favorite fruit in the subject field.

45 | #ConfabCentral | @mbloomstein Message architecture drives content Nomenclature Calls to action Content types Sentence structure Diction

46 | #ConfabCentral | @mbloomstein Message architecture drives design Photographic angles Background colors Headline typography Density of information

Content strategy can create harmony from cross-channel cacophony.

48 | #ConfabCentral | @mbloomstein What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary

49 | #ConfabCentral | @mbloomstein What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary— concrete, shared terminology, not abstract concepts

“welcoming but elite”

“traditional but cool”

52 | #ConfabCentral | @mbloomstein ©Warby Parker

Words are valuable, but meaningless without context and priority.

Your turn: Encourage tradeoffs that pay off

• Engage in a tangible way • Encourage conversation “What do you mean? “Are these concepts synonymous?” • Identify pain points and debate: “How can we be strategic and tactical?” • Force prioritization • Encourage ownership • Prevent seagulling

56 | #ConfabCentral | @mbloomstein • Who we are • Who we’re not • Who we’d like to be Go with your gut! Step 1: categorize

57 | #ConfabCentral | @mbloomstein Who we are  Who we’d like to be Be aspirational. What needs to change? Step 2: filter

58 | #ConfabCentral | @mbloomstein • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations Step 3: group and prioritize

59 | #ConfabCentral | @mbloomstein • Follow up on hesitation and grimaces • Let participants resolve their own questions • Expose nuances in meaning & connotation “So ‘traditional’ but not ‘conservative’—why?” “You hesitated adding ‘modern.’ How come?” “Are ‘strategic’ and ‘tactical’ opposites?” Dig in to ensure clarity

• Choose content types to manifest the message architecture • Gain standards for a qualitative audit • Prioritize CMS changes and metadata to support content types • Reallocate budget and resources across channels

63 | #ConfabCentral | @mbloomstein Welcoming people, accessible place • Approachable, casual vibe; not standing on ceremony • Witty, warm, and engaging Gracious • Polished and elegant • Anticipatory and helpful Sincere and distinct • Maintaining authenticity Easy and efficient • Modern and innovative in technology • Facilitating and efficient Message architecture

64 | #ConfabCentral | @mbloomstein • Welcoming people, accessible place • Gracious • Sincere and distinct • Easy and efficient Does it uphold the message architecture? If not, what do you recommend? Message architecture  audit

67 | #ConfabCentral | @mbloomstein Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious Message architecture

68 | #ConfabCentral | @mbloomstein Elegant layout and typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps

69 | #ConfabCentral | @mbloomstein Imagery of individual impact • People engaged with product and service— not just product or just results of service • Diversity of role, gender, ethnicity, and age

70 | #ConfabCentral | @mbloomstein Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations

71 | #ConfabCentral | @mbloomstein Editorial calendar “schedules” the message architecture

72 | #ConfabCentral | @mbloomstein Message architecture Content audit Content types Content model Editorial style guidelines and calendar

73 | #ConfabCentral | @mbloomstein But first things first: Understand what you need to communicate—and why.

74 | #ConfabCentral | @mbloomstein Thank you! Margot Bloomstein | @mbloomstein margot@appropriateinc.com Content Strategy at Work: http://amzn.to/CSatWork BrandSort: http://cards.appropriateinc.com Talks: http://slideshare.net/mbloomstein All photography © Margot Bloomstein unless noted. Screen grabs property of their respective owners.