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Content Strategy What's in it for you? at SXSW

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Content Strategy: What's in it for you -- from SXSW 2010

Designing a comprehensive user experience without thinking about body copy, calls to action, errors, and nomenclature? Think again--about content strategy. If you’re an IA, designer, search marketer, or strategist, content strategy can help you understand clients’ needs, articulate an approach, and align with a brand-driven, user-centered message architecture.

Presented by Margot Bloomstein (@mbloomstein) at SXSW, March 12, 2010.

Published in: Design, Technology, Business

Content Strategy What's in it for you? at SXSW

  1. 1 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content Strategy: What’s in it for you? Margot Bloomstein SXSW March 12, 2010 #SXSWi / #CSWIIFY
  2. 2 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  3. 3 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  4. 4 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Now, let’s talk about you!
  5. 5 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Now, let’s talk about you! Designers Information architects Interaction designers Project managers Search engine marketers Social media consultants
  6. 6 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein ©Skillset.org
  7. 7 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time
  8. 8 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time Stay in budget
  9. 9 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time Stay in budget Give users what they need
  10. 10 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  11. 11 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @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
  12. 12 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  13. 13 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  14. 14 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  15. 15 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  16. 16 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. What is content strategy?
  17. 17 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
  18. 18 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  19. 19 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip!
  20. 20 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More
  21. 21 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like
  22. 22 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like Apple
  23. 23 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein More like Apple?
  24. 24 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein More like Apple?
  25. 25 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein More like Apple?
  26. 26 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @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 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you communicate as a designer— and through design.
  28. 28 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Get store hours & address Comment on a post Find a product (and buy it) Publish their pictures Research a disease Share advice Read the news Content is the reason why people use the web.
  29. 29 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  30. 30 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  31. 31 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Brand-oriented content strategy can save time and budget for design
  32. 32 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Prioritize key messages
  33. 33 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Prioritize key messages • Use real copy for more unified concepts
  34. 34 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Prioritize key messages • Use real copy for more unified concepts • Get it right in fewer rounds of revision
  35. 35 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Budget? 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 #SXSWi / #CSWIIFY @mbloomstein FACT: Words are cheaper than comps
  37. 37 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you offer your clients predictability.
  38. 38 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Predictability for them • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts
  39. 39 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Predictability for you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
  40. 40 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  41. 41 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  42. 42 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein The difference? • Design anticipates specific content types & lengths • Layout offers rich context • More interesting templates accommodate UGC
  43. 43 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content and visual design that share a message architecture can foster a more cohesive, consistent, and richer user experience.
  44. 44 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  45. 45 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  46. 46 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  47. 47 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Information architects & PMs How do you plan for the future if you don’t know what you currently have— or what you need?
  48. 48 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein What do we have? ©http://www.flickr.com/photos/ojaipatrick/142901730/
  49. 49 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Is it still good?
  50. 50 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Do we even need it?
  51. 51 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein How will we get more?
  52. 52 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Do folks even like it?
  53. 53 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points or complete interactions?
  54. 54 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy!
  55. 55 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy requires a quantitative and qualitative content audit
  56. 56 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Conduct a head count
  57. 57 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Conduct a head count • Check for parity in length, consistency in structure
  58. 58 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Conduct a head count • Check for parity in length, consistency in structure • Evaluate quality
  59. 59 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Is the content • current, • appropriate, & • relevant?
  60. 60 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy informs a more thorough, comprehensive sitemap and wireframes
  61. 61 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy drives brand-appropriate calls to action and site nomenclature
  62. 62 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy informs a more useful gap analysis against the new message architecture. (What do we need, anyhow?)
  63. 63 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy drives opportunity: • ID new content types • prep the client for them • research case studies • gather testimonials
  64. 64 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @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 #SXSWi / #CSWIIFY @mbloomstein But wait!
  66. 66 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein But wait! They already have writers in the marketing department!
  67. 67 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Writing is only one tactical part of content strategy. It doesn’t hit the strategic questions. Internal resources lack an outside perspective.
  68. 68 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Search engine marketers How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
  69. 69 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein And where should the user experience begin?
  70. 70 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you “hook” users more quickly to deliver higher conversions.
  71. 71 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
  72. 72 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Social media strategists How do you get your client to stop talking about themselves and genuinely engage?
  73. 73 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way content. —Jeff Cutler
  74. 74 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Good conversation demands good content strategy.
  75. 75 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you prioritize communication goals to ensure consistency— yes, even on Twitter.
  76. 76 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Editorial style guidelines and an editorial calendar support writers for a consistent multi-channel presence.
  77. 77 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you develop an editorial calendar with workflow to plan, create, and expire content.
  78. 78 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Why do this?
  79. 79 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • More cohesive UX • Higher conversions • Happier everyone! Why do this?
  80. 80 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Additional resources • Twitter: #contentstrategy • SXSW Content Strategy workshop track—stay right here! • LinkedIn Content Strategy group • ContentStrategy.com
  81. 81 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Thank you! Melissa Casburn CC Chapman Kristen Connor Jeff Cram Jeff Cutler Bruce Demers John Eckman Will Evans Heather Haavaldsrud Kristina Halvorson Whitney Hess Colleen Jones Erin Kissane Mike Lohmiller Rachel Lovinger Matt Magee Jeff MacIntyre Elena Melendy Kevin Nichols Mike Schneider Valeska Whitney Carolyn Wood
  82. 82 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Thank you! Margot Bloomstein Twitter: @mbloomstein www.slideshare.net/mbloomstein mbloomstein@appropriateinc.com All logos and pictures are property of their respective owners. No cookies were “harmed” in the making of this presentation.

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