More Related Content Similar to Establishing a Brand-driven Message Architecture WebVisions NYC (20) More from Margot Bloomstein (18) Establishing a Brand-driven Message Architecture WebVisions NYC4. @mbloomstein | #WebVisions 4
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Because we all want the same thing,
but content keeps getting in the way.
(CC) http://www.flickr.com/photos/slworking
Content requires time
12. @mbloomstein | #WebVisions 12
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Content, design, IA, and UX—
and the processes to create them—
complement each other through
content strategy.
@mbloomstein | #WebVisions 12
13. @mbloomstein | #WebVisions 13
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Content, design, IA, and UX—
and the processes to create them—
complement each other through
content strategy.
But they require a foundation and vision.
@mbloomstein | #WebVisions 13
14. @mbloomstein | #WebVisions 14
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Message
architecture
Content
audit
Content
types
Content
model
Editorial style
guidelines
and calendar
15. @mbloomstein | #WebVisions 15
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What is content strategy?
Planning for the creation, aggregation, and
governance of content that’s useful, usable,
and appropriate in an experience.
16. @mbloomstein | #WebVisions 16
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Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
17. @mbloomstein | #WebVisions 17
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Deliverables are merely punctuation
in the conversation.
They can’t replace the conversation—
and too often, we’re afraid to talk.
22. @mbloomstein | #WebVisions 22
Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
23. @mbloomstein | #WebVisions 23
Why content strategy?
Without the team killing each other over
differences in opinion and changing goals
24. @mbloomstein | #WebVisions 24
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This doesn’t need to be hard.
Good content doesn’t need to be expensive to plan,
time-consuming to create, or difficult to maintain.
That’s content without content strategy.
27. @mbloomstein | #WebVisions 27
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More like Apple’s message architecture
Confident but approachable; accessible
Simple
• Minimal detail
• Streamlined and anticipatory
Inviting, friendly
• Supportive but not fawning
29. @mbloomstein | #WebVisions 29
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Gracious and engaged
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
30. @mbloomstein | #WebVisions 30
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Innovative
Global
Inclusive
Engaged
…versus Harvard’s principles
(inspirational, but not actionable)
31. @mbloomstein | #WebVisions 31
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Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly, and empowering
Helpful
• Accessible
34. @mbloomstein | #WebVisions 34
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From: Little MOO | Print Robot <noreply@moo.com>
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your order please first read our Frequently Asked Questions or contact customer
services (who are real people!)
Thanks,
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35. @mbloomstein | #WebVisions 35
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Message architecture vs. brand values?
1. Cheeky
2. Customer oriented
3. Helpful
Design
Innovation
Community
Excellence
(Inspiring, but lack priority)
36. @mbloomstein | #WebVisions 36
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
37. @mbloomstein | #WebVisions 37
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary…
versus brand values, which are the ethics
of a company.
38. @mbloomstein | #WebVisions 38
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First things first.
Why start blogging, audit the content, consolidate
site architecture, add video testimonials, relaunch
the site, develop new brand guidelines, launch a
new campaign, or go “mobile first”… if you don’t
know what’s most important to communicate?
40. @mbloomstein | #WebVisions 40
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
43. 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.”
44. @mbloomstein | #WebVisions 44
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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
49. @mbloomstein | #WebVisions 49
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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.
51. @mbloomstein | #WebVisions 51
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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
55. @mbloomstein | #WebVisions 55
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Not all channels fit all brands.
Serious and technical?
• 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
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
56. @mbloomstein | #WebVisions 56
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Not all channels fit all brands.
Fun and engaged?
• 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
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
58. @mbloomstein | #WebVisions 58
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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
60. @mbloomstein | #WebVisions 60
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Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
61. @mbloomstein | #WebVisions 61
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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
62. @mbloomstein | #WebVisions 62
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Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
63. @mbloomstein | #WebVisions 63
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Message
architecture
Content
audit
Content
types
Content
model
Editorial style
guidelines
and calendar
65. @mbloomstein | #WebVisions 65
© 2016
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
74. @mbloomstein | #WebVisions 74
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How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
76. @mbloomstein | #WebVisions 76
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Cardsorting
• Tables of 7
• 3 people represent the client
• 4 people consult on content strategy
79. @mbloomstein | #WebVisions 79
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• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3
81. @mbloomstein | #WebVisions 81
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Why do this?
Content creation, organization, and
governance all need a strong foundation.
82. @mbloomstein | #WebVisions 82
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Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.
83. @mbloomstein | #WebVisions 83
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And beyond…
• Gain standards by which to conduct a qualitative
audit. What is “good” anyway?
• Determine keywords for SEO
• Prioritize CMS changes to support content
• Reallocate budget and resources across channels