Using data to drive content strategy without being creepy

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With all the data you have on your target audience, it’s easy to personalize your story on an individual level, just right for the time of day, location, device, where they just came from, their buying habits, their friends’ preferences—and it can be downright creepy, too. Scary examples abound, in modern horror flicks and everyday Facebook tricks. So, how do you keep your story on target, and what content types, frequency and editorial style work, without going too far? In this session, you’ll see examples from several brands that walk the line and hear how customers reacted when they’ve gone too far. Then, you’ll leave with ideas of how to enrich the customer experience with a positive association of anticipatory service, rather than an invasion of privacy. Presented at Content Marketing World 2012, Columbus; #CMWorld, September 6, 2012.

Business Technology

@mbloomstein #cmworld
Using data to
drive content strategy
without being creepy
Margot Bloomstein
Appropriate, Inc.
@mbloomstein • #cmworld

@mbloomstein #cmworld© 2011
@mbloomstein

@mbloomstein #cmworld
(cc) Chel.Pixie
Data for
content
targeting?

@mbloomstein #cmworld
data  information  knowledge  wisdom

@mbloomstein #cmworld
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
relevance
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
applicationrelevance
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
We can motivate application.

@mbloomstein #cmworld
We can motivate application.
(cc) John C. Abell

@mbloomstein #cmworld
Just don’t be creepy about it.

@mbloomstein #cmworld
Every time
you confuse
context with
device

@mbloomstein #cmworld
Context
(cc) Euphoria

@mbloomstein #cmworld
You know me.
But do I know you know me?

@mbloomstein #cmworld
You know me.
But do I know you know me?
Do I want you to know me?

@mbloomstein #cmworld
You know me.
But do I know you know me?
Do I want you to know me?
And is it good for me if you
know me?

@mbloomstein #cmworld
Sometimes it’s good.
(cc) BentWright

@mbloomstein #cmworld
Sometimes it’s bad.
(cc) BentWright

@mbloomstein #cmworld
“…shows you information you regularly
search for or could be relevant to you because
of your current location, including weather,
nearby restaurants, schedules for the next bus
station, how long it’s going to take you to
drive home and currency information if it
finds you are in a different country.

@mbloomstein #cmworld
This is one of the few Google services that
reveals how much the company really knows
about you.

@mbloomstein #cmworld
The reason it doesn’t quite feel like that yet is
because of the limitations of the service.
There is so much more Google could do with
this service, but it feels as if Google
deliberately kept some features back for the
time being to ensure that users can get used
to how it works before adding more tools.

@mbloomstein #cmworld
Sometimes it’s good.

@mbloomstein #cmworld
Sometimes
it’s creepy.
© Dimension Films

@mbloomstein #cmworld
“Targeting” a pregnant teenager
(cc) Jr conlin

@mbloomstein #cmworld
How do you walk the line?

@mbloomstein #cmworld
How do you walk the line?
Pace yourself
Let users see their data
Date, don’t stalk

@mbloomstein #cmworld
Let users see their data.

@mbloomstein #cmworld
Date, don’t stalk.

@mbloomstein #cmworld© 2011
Don’t be creepy.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork

As we wrangle with the focus of World IA Day, "IA for good," we should start by asking: what does it mean to be good in the context of IA, user experience, content strategy, and design? In this post-fact era, does the truth matter--and does good matter? It does--not in how we shift our loyalties, but in how our users shift their instincts. Inconsistency affects us and destroys trust--in brands, governments, wisdom, and ourselves. The most good IA can do is to empower the impact of our users. Design is a force multiplier and we can fuel that good. Keynote at World IA Day Boston, #WIADBOS, #WIAD18, February 24, 2018, in Cambridge MA.

Empowerment in an era of self-validating facts at World IA Day Boston

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on why and how to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. From there, you’ll learn how to use a message architecture as the metric against which to measure content in a qualitative content audit. Then carry it into governance: We’ll explore the impact of a message architecture on editorial style guidelines and an editorial calendar—and see how that foundation can improve efficiency and client satisfaction throughout your projects. Discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment through entire engagements. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Learn how to establish a hierarchy of communication goals with a hands-on exercise and the right questions to ask along the way to minimize distracting, off-brand features, like the blog no one has time to update. Discover how to bring brand-driven thinking through subsequent activities, like the content audit and content model. Explore the impact of the message architecture on “rubber meets the road” details in style, tone, and diction. Gain additional tools to keep your projects on track, on time, and on budget. Presented as a workshop at Confab Central, #ConfabCentral, in Minneapolis, June 7, 2017.

Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...

Margot Bloomstein

Brand-driven content strategy complements user-centred design to use prioritised communication goals to focus new features, content types, and the workflow to create and maintain them. In this workshop, you’ll get up to speed on the philosophy, questions, tools, and exercises to implement brand-driven content strategy. We’ll use BrandSort™ to conduct a hands-on exercise to prioritise communication goals and develop a message architecture—ideal whether you maintain content for the web, mobile apps, social media, offline experiences, or any imagined output of your CMS. Eager for more efficient engagements? You’ll discover how a brand attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organisational alignment. Then we’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality in a content audit. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with the hands-on BrandSort exercise. Discuss the right questions to ask—and how to ask them—to minimise distracting, off-brand features, like the blog no one has time to update. Gain additional tools to keep your projects on track, on time, and on budget Presented at UX London in London, #UXLondon, on May 24, 2017.

Driving Your Product's Content Strategy with a Message Architecture at UX Lon...

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The 2016 US presidential election revealed a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand—ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less… not to brands, but to their audiences. Emotion replaces logic. So how do you develop rapport when your audience tests proof points against their own convictions? Can mass media validate fact if “truthiness” trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we’ll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at SXSW in Austin, #sxsw and #factstalk, on March 14, 2017.

Communicating in an Era of Self-Validating Facts at SXSW

Margot Bloomstein

Long before you target prospective students, they’re forming opinions, narrowing options, and determining costs… without talking to you. They’re hearing other voices—and what those voices say may surprise you. Today, organizations like Peterson’s, Sallie Mae, and College Confidential help students vet schools and determine budgets, conversations previous generations had with guidance counselors and college recruiters. Discover how publishers and financial institutions are earning trust through new choices in content types, calls to action, and partner investments. As higher education draws scrutiny for cost and relevance, it’s time to learn from adjacent industries and reframe the conversation from your own institution. Learn how students gain confidence in their choices as they navigate the application and aid processes. Discover what prospects look for when determining what resources deserve their time, attention, and trust. Uncover how partners can strengthen your brand in the topics students value—especially when they don’t want to hear about those topics from you. Presented at Confab Higher Ed 2016, #ConfabEDU, in Philadelphia November 15, 2016.

Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Gain additional tools to keep your projects on track, on time, and on budget

Brand-driven Content Strategy: Developing a Message Architecture workshop at ...

Margot Bloomstein

The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

Content Strategy for an Era of Self-Validating Facts at CSsummit

Margot Bloomstein

Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.

Establishing a Brand-driven Message Architecture WebVisions NYC

Margot Bloomstein

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Using data to drive content strategy without being creepy

1. @mbloomstein #cmworld Using data to drive content strategy without being creepy Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld

5. @mbloomstein #cmworld Content strategy: planning for the creation, aggregation, governance, and expiration of useful, usable, and brand-appropriate content in an experience.

6. @mbloomstein #cmworld (cc) Chel.Pixie Data for content targeting?

7. @mbloomstein #cmworld data  information  knowledge  wisdom

8. @mbloomstein #cmworld data  information  knowledge  wisdom context

9. @mbloomstein #cmworld relevance data  information  knowledge  wisdom context

10. @mbloomstein #cmworld applicationrelevance data  information  knowledge  wisdom context

11. @mbloomstein #cmworld We can motivate application.

12. @mbloomstein #cmworld We can motivate application. (cc) John C. Abell

13. @mbloomstein #cmworld We can motivate application.

14. @mbloomstein #cmworld Just don’t be creepy about it.

15. @mbloomstein #cmworld Context

16. @mbloomstein #cmworld Every time you confuse context with device

17. @mbloomstein #cmworld Context (cc) Euphoria

18. @mbloomstein #cmworld Context (cc) Euphoria

19. @mbloomstein #cmworld Context (cc) Euphoria

20. @mbloomstein #cmworld Context (cc) Euphoria

21. @mbloomstein #cmworld Context (cc) Euphoria

22. @mbloomstein #cmworld You know me.

23. @mbloomstein #cmworld You know me. But do I know you know me?

24. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me?

25. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me? And is it good for me if you know me?

26. @mbloomstein #cmworld Sometimes it’s good. (cc) BentWright

27. @mbloomstein #cmworld Sometimes it’s bad. (cc) BentWright

28. @mbloomstein #cmworld

29. @mbloomstein #cmworld “…shows you information you regularly search for or could be relevant to you because of your current location, including weather, nearby restaurants, schedules for the next bus station, how long it’s going to take you to drive home and currency information if it finds you are in a different country.

30. @mbloomstein #cmworld This is one of the few Google services that reveals how much the company really knows about you.

31. @mbloomstein #cmworld The reason it doesn’t quite feel like that yet is because of the limitations of the service. There is so much more Google could do with this service, but it feels as if Google deliberately kept some features back for the time being to ensure that users can get used to how it works before adding more tools.

32. @mbloomstein #cmworld Sometimes it’s good.

33. @mbloomstein #cmworld

35. @mbloomstein #cmworld “Targeting” a pregnant teenager (cc) Jr conlin

36. @mbloomstein #cmworld Ubiquitous Zappos

37. @mbloomstein #cmworld Ubiquitous Zappos

38. @mbloomstein #cmworld How do you walk the line?

39. @mbloomstein #cmworld How do you walk the line? Pace yourself Let users see their data Date, don’t stalk

40. @mbloomstein #cmworld Pace yourself.

41. @mbloomstein #cmworld Let users see their data.

42. @mbloomstein #cmworld Date, don’t stalk.