Know thyself: Your school's message-driven content strategy
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This document discusses the importance of developing a message-driven content strategy. It recommends that organizations first understand their core messages and goals through developing a message architecture. This will help ensure content supports the desired messaging. The document then discusses conducting a content audit to understand what content already exists and where gaps may be. Finally, it outlines subsequent steps in the content strategy process like creating a content matrix and style guidelines to align all communication. The overarching message is the importance of understanding an organization's core messaging before defining its content strategy.
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Know thyself: Your school's message-driven content strategy
- 1. @mbloomstein | #ConfabEDU 1 © 2013© 2013 Margot Bloomstein Confab EDU November 12, 2013 @mbloomstein #ConfabEDU KNOW THYSELF: YOUR SCHOOL’S MESSAGE-DRIVEN CONTENT STRATEGY
- 2. @mbloomstein | #ConfabEDU 2 © 2013 COMMUNICATION 101
- 3. Democratized communication is an opportunity. But tools merely empower a message.
- 5. Our brand is a promise. How can we ensure our news lives up to it? Georgy Cohen (@radiofreegeorgy)
- 6. @mbloomstein | #ConfabEDU 6 © 2013 CC Sam Korn, via Wikipedia Gnothi sauton
- 7. @mbloomstein | #ConfabEDU 7 © 2013 Know thyself. We invest in knowing our users, but how well do we know our own brands?
- 8. 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?
- 9. @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”…
- 10. Tools enable how we conceive ideas, perceive our world, and see ourselves
- 11. @mbloomstein | #ConfabEDU 11 © 2013
- 12. You cannot not communicate. Paul Watzlawick
- 13. OH SNAP!
- 14. @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.
- 16. Why content strategy? Because we all want the same things, but content keeps getting in the way.
- 17. @mbloomstein | #ConfabEDU 17 © 2013 Content demands attention
- 18. @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
- 19. @mbloomstein | #ConfabEDU 19 © 2013 Content dredges up politics
- 20. @mbloomstein | #ConfabEDU 20 © 2013
- 21. @mbloomstein | #ConfabEDU 21 © 2013
- 22. This is your job now.
- 23. @mbloomstein | #ConfabEDU 23 © 2013 ©Skillset.org
- 24. @mbloomstein | #ConfabEDU 24 © 2013 Titles < Roles < Skills
- 25. © The Creative Group
- 27. @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
- 28. Deliverables are merely punctuation in the conversation. Don’t let them replace the conversation.
- 29. @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.
- 30. @mbloomstein | #ConfabEDU 30 © 2013
- 31. @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
- 32. @mbloomstein | #ConfabEDU 32 © 2013
- 33. @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
- 34. @mbloomstein | #ConfabEDU 34 © 2013 A little thing with big impact.
- 35. @mbloomstein | #ConfabEDU 35 © 2013
- 36. @mbloomstein | #ConfabEDU 36 © 2013 Message architecture drives platform selection, tone, and content types
- 37. @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
- 38. @mbloomstein | #ConfabEDU 38 © 2013 Explore the world around you and learn interesting things. Find great local businesses with the help of real people.
- 39. @mbloomstein | #ConfabEDU 39 © 2013 Message architecture drives editorial content choices too: • Style • Tone • Diction • Sentence structure • Calls to action
- 40. @mbloomstein | #ConfabEDU 40 © 2013
- 41. @mbloomstein | #ConfabEDU 41 © 2013
- 42. @mbloomstein | #ConfabEDU 42 © 2013 • • • • • • • • • • • • • • • • • • • • • • • • • • • •
- 43. @mbloomstein | #ConfabEDU 43 © 2013 • • • • • • • • • • • • • • • • • • • • • • • • • • • •
- 47. @mbloomstein | #ConfabEDU 47 © 2013
- 48. @mbloomstein | #ConfabEDU 48 © 2013 Words are valuable, but meaningless without context and priority.
- 49. Do I contradict myself? Very well. Then I contradict myself. I am large, I contain multitudes.
- 50. @mbloomstein | #ConfabEDU 50 © 2013
- 52. @mbloomstein | #ConfabEDU 52 © 2013 “Is this what you meant?” vs. “Is this what we need to communicate?”
- 53. @mbloomstein | #ConfabEDU 53 © 2013 Why do this? Let creative colleagues refine the concept, rather than confirm the purpose.
- 54. @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
- 55. @mbloomstein | #ConfabEDU 55 © 2013
- 56. @mbloomstein | #ConfabEDU 56 © 2013 Why do this? Promote new content types to manifest the message architecture—not just because they’re trendy or feasible.
- 57. @mbloomstein | #ConfabEDU 57 © 2013 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
- 58. @mbloomstein | #ConfabEDU 58 © 2013© Lucas Films
- 59. @mbloomstein | #ConfabEDU 59 © 2013© New Line Cinema
- 60. @mbloomstein | #ConfabEDU 60 © 2013http://nataliaantonova.files.wordpress.com/2010/01/yellow-brick-road-into-mordor.jpg
- 61. @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
- 62. @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
- 63. @mbloomstein | #ConfabEDU 63 © 2013
- 64. @mbloomstein | #ConfabEDU 64 © 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
- 65. @mbloomstein | #ConfabEDU 65 © 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
- 66. 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?
- 67. @mbloomstein | #ConfabEDU 67 © 2013
- 68. @mbloomstein | #ConfabEDU 68 © 2013
- 69. @mbloomstein | #ConfabEDU 69 © 2013
- 70. @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)
- 71. @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?
- 72. @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
- 73. @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
- 74. @mbloomstein | #ConfabEDU 74 © 2013 But first things first: Know thyself. What are you trying to communicate?
- 75. @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.