More Related Content Similar to Kicking Off Your Content Strategy at HXDconf (20) More from Margot Bloomstein (20) Kicking Off Your Content Strategy at HXDconf1. #hxdconf | @mbloomstein 1
© 2012© 2012
KICKING OFF YOUR
CONTENT STRATEGY
Margot Bloomstein
HXD March 27, 2012
@mbloomstein
#hxdconf
2. #hxdconf | @mbloomstein 2
© 2012
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
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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
4. #hxdconf | @mbloomstein 4
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
5. #hxdconf | @mbloomstein 5
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Deliverables are
merely punctuation in
the conversation.
Don’t let them replace
the conversation.
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Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
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First things first.
Why even do this…redesign this website,
let the CEO start blogging,
21. #hxdconf | @mbloomstein 21
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First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content,
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First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
23. #hxdconf | @mbloomstein 23
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
24. #hxdconf | @mbloomstein 24
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First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials,
25. #hxdconf | @mbloomstein 25
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews,
26. #hxdconf | @mbloomstein 26
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
27. #hxdconf | @mbloomstein 27
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
if you don’t know what you need to
communicate?
28. #hxdconf | @mbloomstein 28
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If you don’t know what
you need to communicate,
how will you know if you
succeed?
29. #hxdconf | @mbloomstein 29
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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A little thing with big impact.
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.”
“
33. #hxdconf | @mbloomstein 33
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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
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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.
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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
44. #hxdconf | @mbloomstein 44
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What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
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Words are valuable,
but meaningless without
context and priority.
(In a few minutes, we’ll
give them context.)
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Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.
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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
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Cardsorting
• Groups of 6
• Pick 1 or 2 people to represent a brand
• Everyone else: put on your content
strategy hats!
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Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut for about 20 minutes.
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Cardsorting
Step two:
• Who we are Who we’d like to be
Think aspirational.
What needs to change?
~10 minutes
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Cardsorting
Step three:
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
~10 minutes
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Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
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So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
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Why do this?
Choose new content types to manifest the
message architecture—not just because
they’re trendy.
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So where to from here?
New content types: prioritize features
against the new communication goals.
Trust and responsiveness? Testimonials.
Thought leadership? “In the news” section.
65. #hxdconf | @mbloomstein 65
© 2012
Message architecture
Passionate about strategic discovery
• Creative, spirited, inspired
• Visionary, innovative thought leader and industry leader
• Flexible
Tactical and hands-on
• In the trenches, in touch
• Detail-oriented and methodical
Pioneering
• Groundbreaking, trend-setting
• Modern and savvy
People-focused and market-driven
• Trusted by medical professionals, researchers, and media
• Industry news source
70. #hxdconf | @mbloomstein 70
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Audit to understand what you
have and what you need.
Don’t just do it for fun.
Before you can start, you need
to know why.
What are you trying to learn?
73. #hxdconf | @mbloomstein 73
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Every tab tracks the same data
Quantitative:
• Head count: what do we have?
• Is it consistent?
• Are similar content types
consistent in size and structure?
• Is there parity of length, level of
detail, and tone?
74. #hxdconf | @mbloomstein 74
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Every tab tracks the same data
Qualitative: is it any good?
• ROT analysis: redundant, outdated, trivial
• Current, relevant, and appropriate
to the message architecture
• Does it serve the communication goals?
• Does it speak to the target audience?
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Each piece of content gets a row
Set up dropdowns to constrain data
• Data Data validation List Sources
77. #hxdconf | @mbloomstein 77
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What will you learn?
• What do we have?
• Is it any good?
• Do people even like it? (Check analytics!)
• What do we need to update?
• What do we need to translate?
• Where do we need more?
78. #hxdconf | @mbloomstein 78
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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
79. #hxdconf | @mbloomstein 79
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
80. #hxdconf | @mbloomstein 80
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
81. #hxdconf | @mbloomstein 81
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
By whom & when
82. #hxdconf | @mbloomstein 82
© 2012
But first things first:
What are you trying to
communicate?
What content do you have and
what do you need to do that?
83. #hxdconf | @mbloomstein 83
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork
Title image: http://flickr.com/KandyJaxx
All other images property of their respective owners or public domain.