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@mbloomstein | #ConfabEDU 1
© 2013© 2013
Margot Bloomstein
Confab EDU
November 12, 2013
@mbloomstein
#ConfabEDU
KNOW THYSELF:
YOUR SCHOOL’S
MESSAGE-DRIVEN
CONTENT STRATEGY
@mbloomstein | #ConfabEDU 2
© 2013
COMMUNICATION 101
Democratized communication
is an opportunity.
But tools merely empower a
message.
Sorry, Marshall
McLuhan.
Medium transmits
message—but
demands it, too.
Our brand is a promise.
How can we ensure our news
lives up to it?
Georgy Cohen (@radiofreegeorgy)
@mbloomstein | #ConfabEDU 6
© 2013
CC Sam Korn, via Wikipedia
Gnothi sauton
@mbloomstein | #ConfabEDU 7
© 2013
Know thyself.
We invest in knowing our users,
but how well do we know our
own brands?
If you don’t know what
you need to communicate,
how will you know if you
succeed?
How do you know where to put
resources, time, and talent?
@mbloomstein | #ConfabEDU 9
© 2013
First things first.
blog, audit the content, consolidate
site architecture, add video testimonials,
add student reviews, develop new brand
guidelines, switch to a new CMS, or go
“mobile first”…
Tools enable how
we conceive ideas,
perceive our world,
and see ourselves
@mbloomstein | #ConfabEDU 11
© 2013
You cannot not
communicate.
Paul Watzlawick
OH SNAP!
@mbloomstein | #ConfabEDU 14
© 2013
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
Why content strategy?
Why content strategy?
Because we all want the same things,
but content keeps getting in the way.
@mbloomstein | #ConfabEDU 17
© 2013
Content demands attention
@mbloomstein | #ConfabEDU 18
© 2013
Because we all want the same thing,
but content keeps getting in the way.
(CC) http://www.flickr.com/photos/slworking
Content requires time
@mbloomstein | #ConfabEDU 19
© 2013
Content dredges up politics
@mbloomstein | #ConfabEDU 20
© 2013
@mbloomstein | #ConfabEDU 21
© 2013
This is your job now.
@mbloomstein | #ConfabEDU 23
© 2013
©Skillset.org
@mbloomstein | #ConfabEDU 24
© 2013
Titles < Roles < Skills
© The Creative Group
@mbloomstein | #ConfabEDU 27
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Deliverables are merely
punctuation in the
conversation.
Don’t let them replace
the conversation.
@mbloomstein | #ConfabEDU 29
© 2013
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
Concrete, shared terminology,
not abstract concepts.
@mbloomstein | #ConfabEDU 30
© 2013
@mbloomstein | #ConfabEDU 31
© 2013
Elevating the distinct and whole person
• Appreciative of the journey, supportive
Rigorous, passionate, intense
• Practical; research & problem-solving
Welcoming
• Approachable, accessible; inclusive, not
entitled
• Fair and egalitarian
Engaged
• Progressive
• Community-minded
@mbloomstein | #ConfabEDU 32
© 2013
@mbloomstein | #ConfabEDU 33
© 2013
Message architecture
Relevant insider
• Smart stuff you’d never hear otherwise
• Specific details—not just general history
Accurate yet accessible
• Informal, casual voice
• Credible facts
Unexpectedly fun
• Offbeat and quirky takes on history
@mbloomstein | #ConfabEDU 34
© 2013
A little thing with big impact.
@mbloomstein | #ConfabEDU 35
© 2013
@mbloomstein | #ConfabEDU 36
© 2013
Message architecture drives
platform selection, tone, and
content types
@mbloomstein | #ConfabEDU 37
© 2013
• Quick tips
• Local/location-based
• Checkins
• Themed
• Deals and badges
• Robust user
community
• Quick tips
• Local/location-based
• Checkins
• Themed
• Deals and badges
• Robust user
community
@mbloomstein | #ConfabEDU 38
© 2013
Explore the world
around you and learn
interesting things.
Find great local
businesses with the
help of real people.
@mbloomstein | #ConfabEDU 39
© 2013
Message architecture drives
editorial content choices too:
• Style
• Tone
• Diction
• Sentence structure
• Calls to action
@mbloomstein | #ConfabEDU 40
© 2013
@mbloomstein | #ConfabEDU 41
© 2013
@mbloomstein | #ConfabEDU 42
© 2013
•
•
•
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•
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•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
@mbloomstein | #ConfabEDU 43
© 2013
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Welcoming,
but elite.
Selective?
Accessible,
open, and
premiere.
Traditional,
but with an
edge.
@mbloomstein | #ConfabEDU 47
© 2013
@mbloomstein | #ConfabEDU 48
© 2013
Words are valuable,
but meaningless without
context and priority.
Do I contradict
myself? Very well.
Then I contradict
myself.
I am large,
I contain multitudes.
@mbloomstein | #ConfabEDU 50
© 2013
Words are
cheaper than
comps.
@mbloomstein | #ConfabEDU 52
© 2013
“Is this what you meant?”
vs.
“Is this what we need to
communicate?”
@mbloomstein | #ConfabEDU 53
© 2013
Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.
@mbloomstein | #ConfabEDU 54
© 2013
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
@mbloomstein | #ConfabEDU 55
© 2013
@mbloomstein | #ConfabEDU 56
© 2013
Why do this?
Promote new content types to manifest
the message architecture—not just
because they’re trendy or feasible.
@mbloomstein | #ConfabEDU 57
© 2013
Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
@mbloomstein | #ConfabEDU 58
© 2013© Lucas Films
@mbloomstein | #ConfabEDU 59
© 2013© New Line Cinema
@mbloomstein | #ConfabEDU 60
© 2013http://nataliaantonova.files.wordpress.com/2010/01/yellow-brick-road-into-mordor.jpg
@mbloomstein | #ConfabEDU 61
© 2013
The organization
Established and premiere
• Founded in 1896
• International reputation for depth in several areas
• Not really a “destination” for tourists—but definitely for
academics and researchers
Trusted
• Known for research among competitors, but not local audience
• Target audience is loyal, but places greater appreciation in its
tradition and history than modern updates
Kid-friendly
• Seen as ideal for family visits, school field trips, but relatively
unknown for adult applicability within the local target audience
@mbloomstein | #ConfabEDU 62
© 2013
Message architecture
Engaged and curious
• Creating knowledge by supporting rigorous scientific research and
disseminating information
• Driving the public discussion to promote stewardship
• Comprehensive in questions, open-minded in answers
Welcoming
• Accessible “for ages 5 – 95”
• Relevant, tailored
Applicable and relevant
• Practical; engaged & empathizing with the community
• Immediate, cutting-edge, and “in touch”
Innovative
• Ends > means in research, development, and engagement
@mbloomstein | #ConfabEDU 63
© 2013
@mbloomstein | #ConfabEDU 64
© 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
@mbloomstein | #ConfabEDU 65
© 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
Audit to understand what you
have and what you need.
Before you can start, know why.
What are you trying to learn
about your content—and your
school?
@mbloomstein | #ConfabEDU 67
© 2013
@mbloomstein | #ConfabEDU 68
© 2013
@mbloomstein | #ConfabEDU 69
© 2013
@mbloomstein | #ConfabEDU 70
© 2013
Auditing within constraints
• Choose strategic samples
• Variety of content types or elements
• Representative of the rest of the site
• Core sample a section or subsection
(e.g., an upcoming event series or permanent
exhibit)
• Limit depth (e.g., just the top four levels)
@mbloomstein | #ConfabEDU 71
© 2013
What will you learn?
• What do we have?
• What are the patterns, elements, & types?
• Is it any good?
• What do we need to update?
• What do we need to “translate” for tone or
audience?
• Where do we need more?
@mbloomstein | #ConfabEDU 72
© 2013
Where can you go?
• Apply a rubric to existing content, separate from
politics and history
• Prescribe new content—and reallocate budget
and resources—to address specific
communication goals
• Promote a new editorial calendar
• Consider CMS modifications to support new
content types
@mbloomstein | #ConfabEDU 73
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein | #ConfabEDU 74
© 2013
But first things first:
Know thyself. What are you
trying to communicate?
@mbloomstein | #ConfabEDU 75
© 2013
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All photography © Margot Bloomstein unless otherwise noted.
Screen grabs property of their respective owners at time of capture.

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