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MAKING MEANING IN CONTENT
AND DESIGN
MAKING MEANING IN
CONTENT AND DESIGN
Margot Bloomstein
HOW Interactive Design Conference
110613 @mbloomstein #HIDC
4. @mbloomstein | #HIDC 4
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What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
11. @mbloomstein | #HIDC 11
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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
14. @mbloomstein | #HIDC 14
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Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
17. @mbloomstein | #HIDC 17
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Why content strategy?
Maintain a consistent user experience
visually and verbally
18. @mbloomstein | #HIDC 18
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Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
19. @mbloomstein | #HIDC 19
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Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels,
among platforms and devices
20. @mbloomstein | #HIDC 20
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Why content strategy?
Without the team killing each other over
differences in opinion and changing goals
24. @mbloomstein | #HIDC 24
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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
25. @mbloomstein | #HIDC 25
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Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
27. @mbloomstein | #HIDC 27
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From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'm Little MOO - the bit of software that will be managing your order with
moo.com. It will shortly be sent to Big MOO, our print machine who will print it
for you in the next few days. I'll let you know when it's done and on its way to
you.
Remember, I'm just a bit of software. So, if you have any questions regarding
your order please first read our Frequently Asked Questions or contact customer
services (who are real people!)
Thanks,
Little MOO, Print Robot
28. @mbloomstein | #HIDC 28
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Message architecture…
Cheeky
Customer oriented and responsive
Helpful
30. @mbloomstein | #HIDC 30
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Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.
32. @mbloomstein | #HIDC 32
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Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
35. @mbloomstein | #HIDC 35
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First things first.
start blogging, audit the content,
consolidate site architecture, add video
testimonials, incorporate reviews, relaunch
the site, develop new brand guidelines,
switch to a new CMS, or go “mobile first”…
36. If you don’t know what
you need to communicate,
how will you know if you
succeed?
37. @mbloomstein | #HIDC 37
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
39. @mbloomstein | #HIDC 39
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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.”
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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
46. @mbloomstein | #HIDC 46
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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 | #HIDC 51
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
52. @mbloomstein | #HIDC 52
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What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
56. @mbloomstein | #HIDC 56
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Words are valuable,
but meaningless without
context and priority.
57. @mbloomstein | #HIDC 57
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Words are valuable,
but meaningless without
context and priority.
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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
61. @mbloomstein | #HIDC 61
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Why do this?
Refine the concept, rather than confirm
the purpose.
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Why do this?
Promote new content types to manifest
the message architecture—not just
because they’re trendy or feasible.
63. @mbloomstein | #HIDC 63
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Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
65. @mbloomstein | #HIDC 65
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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?
• Where do we need more?
66. @mbloomstein | #HIDC 66
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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
67. @mbloomstein | #HIDC 67
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
68. @mbloomstein | #HIDC 68
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
69. @mbloomstein | #HIDC 69
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
70. @mbloomstein | #HIDC 70
© 2013
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
71. @mbloomstein | #HIDC 71
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But first things first:
What are you trying to
communicate?
What content do you have and
what do you need to do that?
72. @mbloomstein | #HIDC 72
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Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All photography © Margot Bloomstein unless otherwise noted.
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