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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content Strategy:
What’s in it for you?
Margot Bloomstein
SXSW March 12, 2010
#SXSWi / #CSWIIFY
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Now, let’s talk about you!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Now, let’s talk about you!
Designers
Information architects
Interaction designers
Project managers
Search engine marketers
Social media consultants
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
©Skillset.org
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Deliver
on time
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Deliver
on time
Stay in budget
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Planning for the creation,
aggregation, delivery,
and governance of useful,
usable, and appropriate
content in an experience.
What is content strategy?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Make us look hip!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More
21
Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More like
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More like Apple
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
More like Apple?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
More like Apple?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
More like Apple?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal detail with clean,
streamlined, unfussy ID
Inviting, friendly, supportive
but not fawning
More like Apple’s “message architecture”
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy can
help you communicate
as a designer—
and through design.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Get store hours & address
Comment on a post
Find a product (and buy it)
Publish their pictures
Research a disease
Share advice
Read the news
Content is the reason
why people use the web.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Question:
How do you visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Brand-oriented
content strategy
can save time and
budget for design
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Prioritize key messages
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
• Get it right in fewer
rounds of revision
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Budget?
Fewer rounds of creative
revision easily pay for
content strategy-driven
concepting… especially if
your client uses words to
communicate.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
FACT:
Words are cheaper than comps
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you offer your
clients predictability.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Predictability for them
• Plan for photo shoots
• Anticipate content types
• Gather testimonials
• Write to exact specs for
keywords & character
counts
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Predictability for you
• Design for specific content
types and character counts
• Anticipate UGC structure
• Create more interesting
templates
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
The difference?
• Design anticipates specific
content types & lengths
• Layout offers rich context
• More interesting templates
accommodate UGC
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content and visual design
that share a message
architecture can foster a
more cohesive, consistent,
and richer user experience.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Information architects & PMs
How do you plan for the
future if you don’t know
what you currently have—
or what you need?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
What do we have?
©http://www.flickr.com/photos/ojaipatrick/142901730/
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Is it still good?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Do we even need it?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
How will we get more?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Do folks even like it?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you need
to express the main points
or complete interactions?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
requires a quantitative and
qualitative content audit
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Conduct a head count
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Conduct a head count
• Check for parity in length,
consistency in structure
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Conduct a head count
• Check for parity in length,
consistency in structure
• Evaluate quality
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Is the content
• current,
• appropriate, &
• relevant?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
informs a more thorough,
comprehensive sitemap and
wireframes
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
drives brand-appropriate
calls to action and site
nomenclature
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
informs a more useful gap
analysis against the new
message architecture.
(What do we need, anyhow?)
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
drives opportunity:
• ID new content types
• prep the client for them
• research case studies
• gather testimonials
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a new look
because they needed to say
something new, right?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
But wait!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
But wait!
They already have
writers in the marketing
department!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t hit the strategic
questions.
Internal resources lack an
outside perspective.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Search engine marketers
How do you write meta
and ad copy when the copy
for fulfillment pages keeps
changing?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
And where should the
user experience begin?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you “hook” users
more quickly to deliver
higher conversions.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Map ad copy to the
message architecture
• Translate meta content
for tone, not just keywords
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Social media strategists
How do you get your client
to stop talking about
themselves and genuinely
engage?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Most organizations are determined
to talk about themselves instead of
interacting with audiences or
creating two-way content.
—Jeff Cutler
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Good conversation demands
good content strategy.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you prioritize
communication goals to
ensure consistency—
yes, even on Twitter.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Editorial style guidelines
and an editorial calendar
support writers for a
consistent multi-channel
presence.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you develop an
editorial calendar with
workflow to plan, create,
and expire content.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Why do this?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• More cohesive UX
• Higher conversions
• Happier everyone!
Why do this?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Additional resources
• Twitter: #contentstrategy
• SXSW Content Strategy workshop
track—stay right here!
• LinkedIn Content Strategy group
• ContentStrategy.com
81
Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Thank you!
Melissa Casburn
CC Chapman
Kristen Connor
Jeff Cram
Jeff Cutler
Bruce Demers
John Eckman
Will Evans
Heather Haavaldsrud
Kristina Halvorson
Whitney Hess
Colleen Jones
Erin Kissane
Mike Lohmiller
Rachel Lovinger
Matt Magee
Jeff MacIntyre
Elena Melendy
Kevin Nichols
Mike Schneider
Valeska Whitney
Carolyn Wood
82
Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Thank you!
Margot Bloomstein
Twitter: @mbloomstein
www.slideshare.net/mbloomstein
mbloomstein@appropriateinc.com
All logos and pictures are property of their respective owners.
No cookies were “harmed” in the making of this presentation.

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Content Strategy What's in it for you? at SXSW

  • 1. 1 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content Strategy: What’s in it for you? Margot Bloomstein SXSW March 12, 2010 #SXSWi / #CSWIIFY
  • 2. 2 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 3. 3 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 4. 4 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Now, let’s talk about you!
  • 5. 5 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Now, let’s talk about you! Designers Information architects Interaction designers Project managers Search engine marketers Social media consultants
  • 6. 6 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein ©Skillset.org
  • 7. 7 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time
  • 8. 8 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time Stay in budget
  • 9. 9 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time Stay in budget Give users what they need
  • 10. 10 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  • 11. 11 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  • 12. 12 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 13. 13 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 14. 14 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 15. 15 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 16. 16 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. What is content strategy?
  • 17. 17 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
  • 18. 18 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  • 19. 19 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip!
  • 20. 20 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More
  • 21. 21 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like
  • 22. 22 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like Apple
  • 23. 23 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein More like Apple?
  • 24. 24 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein More like Apple?
  • 25. 25 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein More like Apple?
  • 26. 26 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
  • 27. 27 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you communicate as a designer— and through design.
  • 28. 28 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Get store hours & address Comment on a post Find a product (and buy it) Publish their pictures Research a disease Share advice Read the news Content is the reason why people use the web.
  • 29. 29 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  • 30. 30 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 31. 31 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Brand-oriented content strategy can save time and budget for design
  • 32. 32 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Prioritize key messages
  • 33. 33 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Prioritize key messages • Use real copy for more unified concepts
  • 34. 34 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Prioritize key messages • Use real copy for more unified concepts • Get it right in fewer rounds of revision
  • 35. 35 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Budget? Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
  • 36. 36 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein FACT: Words are cheaper than comps
  • 37. 37 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you offer your clients predictability.
  • 38. 38 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Predictability for them • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts
  • 39. 39 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Predictability for you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
  • 40. 40 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 41. 41 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 42. 42 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein The difference? • Design anticipates specific content types & lengths • Layout offers rich context • More interesting templates accommodate UGC
  • 43. 43 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content and visual design that share a message architecture can foster a more cohesive, consistent, and richer user experience.
  • 44. 44 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 45. 45 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 46. 46 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
  • 47. 47 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Information architects & PMs How do you plan for the future if you don’t know what you currently have— or what you need?
  • 48. 48 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein What do we have? ©http://www.flickr.com/photos/ojaipatrick/142901730/
  • 49. 49 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Is it still good?
  • 50. 50 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Do we even need it?
  • 51. 51 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein How will we get more?
  • 52. 52 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Do folks even like it?
  • 53. 53 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points or complete interactions?
  • 54. 54 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy!
  • 55. 55 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy requires a quantitative and qualitative content audit
  • 56. 56 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Conduct a head count
  • 57. 57 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Conduct a head count • Check for parity in length, consistency in structure
  • 58. 58 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Conduct a head count • Check for parity in length, consistency in structure • Evaluate quality
  • 59. 59 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Is the content • current, • appropriate, & • relevant?
  • 60. 60 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy informs a more thorough, comprehensive sitemap and wireframes
  • 61. 61 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy drives brand-appropriate calls to action and site nomenclature
  • 62. 62 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy informs a more useful gap analysis against the new message architecture. (What do we need, anyhow?)
  • 63. 63 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy drives opportunity: • ID new content types • prep the client for them • research case studies • gather testimonials
  • 64. 64 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  • 65. 65 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein But wait!
  • 66. 66 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein But wait! They already have writers in the marketing department!
  • 67. 67 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Writing is only one tactical part of content strategy. It doesn’t hit the strategic questions. Internal resources lack an outside perspective.
  • 68. 68 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Search engine marketers How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
  • 69. 69 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein And where should the user experience begin?
  • 70. 70 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you “hook” users more quickly to deliver higher conversions.
  • 71. 71 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
  • 72. 72 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Social media strategists How do you get your client to stop talking about themselves and genuinely engage?
  • 73. 73 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way content. —Jeff Cutler
  • 74. 74 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Good conversation demands good content strategy.
  • 75. 75 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you prioritize communication goals to ensure consistency— yes, even on Twitter.
  • 76. 76 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Editorial style guidelines and an editorial calendar support writers for a consistent multi-channel presence.
  • 77. 77 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Content strategy can help you develop an editorial calendar with workflow to plan, create, and expire content.
  • 78. 78 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Why do this?
  • 79. 79 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • More cohesive UX • Higher conversions • Happier everyone! Why do this?
  • 80. 80 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Additional resources • Twitter: #contentstrategy • SXSW Content Strategy workshop track—stay right here! • LinkedIn Content Strategy group • ContentStrategy.com
  • 81. 81 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Thank you! Melissa Casburn CC Chapman Kristen Connor Jeff Cram Jeff Cutler Bruce Demers John Eckman Will Evans Heather Haavaldsrud Kristina Halvorson Whitney Hess Colleen Jones Erin Kissane Mike Lohmiller Rachel Lovinger Matt Magee Jeff MacIntyre Elena Melendy Kevin Nichols Mike Schneider Valeska Whitney Carolyn Wood
  • 82. 82 Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein Thank you! Margot Bloomstein Twitter: @mbloomstein www.slideshare.net/mbloomstein mbloomstein@appropriateinc.com All logos and pictures are property of their respective owners. No cookies were “harmed” in the making of this presentation.