More Related Content Similar to Next Time on Hoarders: Bloggers Without Content Strategy (20) More from Margot Bloomstein (20) Next Time on Hoarders: Bloggers Without Content Strategy1. #wcbos | @mbloomstein 1
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NEXT TIME ON HOARDERS:
BLOGGERS WITHOUT
CONTENT STRATEGY
Margot Bloomstein
WordCamp July 24, 2011
@mbloomstein | #wcbos
4. #wcbos | @mbloomstein 4
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You do have a problem if your content
gets in the way of communication.
5. #wcbos | @mbloomstein 5
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Hoarding has key characteristics:
• Acquisition of and failure to discard
useless things or things of limited value
• Spaces so cluttered they prevent use
• Reluctance to return borrowed items,
sometimes leading to stealing
Frost and Hartl, 1996.
8. #wcbos | @mbloomstein 8
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Content strategy can help.
Planning for the creation, aggregation,
governance, and expiration of content
that is useful, usable, and appropriate to
the experience.
13. #wcbos | @mbloomstein 13
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First things first.
Why even do this…redesign this website,
let the CEO start blogging,
14. #wcbos | @mbloomstein 14
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First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content,
15. #wcbos | @mbloomstein 15
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
16. #wcbos | @mbloomstein 16
© 2011
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,
17. #wcbos | @mbloomstein 17
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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,
18. #wcbos | @mbloomstein 18
© 2011
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,
19. #wcbos | @mbloomstein 19
© 2011
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…
20. #wcbos | @mbloomstein 20
© 2011
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?
21. #wcbos | @mbloomstein 21
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If you don’t know why,
or what you need to communicate,
how will you know if you succeed?
22. #wcbos | @mbloomstein 22
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Content strategy includes
• Message architecture
• Content audit
• Content model
• Editorial calendar
• Editorial style guidelines
• Governance guidelines
23. #wcbos | @mbloomstein 23
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Today includes
• Message architecture
• Content audit
• Content model
• Editorial calendar
• Editorial style guidelines
• Governance guidelines
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What’s a message architecture?
A hierarchy of communication goals that
reflect a common vocabulary.
The qualities you want to convey,
not the points you need to make.
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What’s a message architecture?
A hierarchy of communication goals that
reflect a common vocabulary.
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What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
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Cardsorting:
• 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:
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
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Cardsorting:
Step three:
• Prioritize the goals
• Tell the story of those aspirations
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Why do this?
• Measure your content
• Assign budget
• Prioritize effort
• Add new features
• Say “no”
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Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
46. #wcbos | @mbloomstein 46
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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
47. #wcbos | @mbloomstein 47
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Today includes
• Message architecture
• Content audit
• Content model
• Editorial calendar
• Editorial style guidelines
• Governance guidelines
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What’s a content audit?
A qualitative and quantitative inventory
of all the content in an experience
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Conduct a content audit
• Conduct a head count
• Check parity of length and structure
• Evaluate quality—is it good?—against
the message architecture
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Hello, gap analysis!
• Where will we get more?
• Who will create, edit, contribute it?
• At what frequency will this happen?
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On your own time…
• Message architecture
• Content audit
• Content model
• Editorial calendar
• Editorial style guidelines
• Governance guidelines
61. #wcbos | @mbloomstein 61
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More?
• #contentstrategy
• Content Strategy for the Web
• The Elements of Content Strategy
• CS Forum this September
• Content Strategy at SXSW
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Thank you!
Margot Bloomstein (@mbloomstein)
margot@appropriateinc.com
slideshare.net/mbloomstein
Feedback? http://spkr8.com/t/8039
Books image http://www.flickr.com/photos/tansengming/2728694064.
Turkey: www.flickr.com/photos/constructiondeal_marketing/4101803690.
Hoarding image © AETV.