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Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference 2015)

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Blend Interactive
Blend Interactive

Arm yourself with personas, research, and KPIs. Look out at data you’re chasing. Then look in. What do you see? We spawn sites, create content, and chase new platforms without always knowing why. To keep up with competitors? To keep up with users? We know them better than we know ourselves, then burn resources racing toward questionable destinations and burn out in the process. That’s where content strategy can help. We’ll discuss forging a path from where you are and who you are. Learn how to allot constrained resources and engage your audience. Eager to reach them? To know them, first know yourself. Presented as keynote at Now What 2015, #NowWhat15, April 30, 2015, in Sioux Falls SD.

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@mbloomstein | #NowWhat15 1 © 2015© 2015 KNOWING AND COMMUNICATING YOURSELF AMID CONSTRAINTS Margot Bloomstein Now What? Conference 043015 #NowWhat15 @mbloomstein
@mbloomstein | #NowWhat15 2 Let’s have a conversation about content creation and site maintenance and sustainability and KPIs and constraints and customer feedback and channel proliferation…
@mbloomstein | #NowWhat15 3 You cannot communicate without creating a monster.
Your website, blog, Facebook groups, YouTube channel, Pinterest boards are insatiable.
@mbloomstein | #NowWhat15 5 How do you feed the beast? Where do you start and how far will you go?
@mbloomstein | #NowWhat15 6
These are questions for content owners.
Sorry, Marshall McLuhan. Medium transmits message— but demands it, too.
@mbloomstein | #NowWhat15 9 © 2015 CC Sam Korn, via Wikipedia Gnothi sauton
@mbloomstein | #NowWhat15 10 © 2015 Know thyself. We invest in knowing our users, but how well do we know our own brands?
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?
@mbloomstein | #NowWhat15 12 © 2015 First things first. Why blog, conduct a content audit, add video testimonials, Pin, consolidate site architecture, or switch to a new CMS, if you don’t know what you need to communicate?
@mbloomstein | #NowWhat15 13 © 2015 Tools enable how you conceive ideas, perceive your world, and see yourself…
@mbloomstein | #NowWhat15 14 © 2015 So who are you?
More like Apple.
@mbloomstein | #NowWhat15 17 © 2015 More like Apple’s message architecture Confident but approachable • Self-assured and assertive Simple and simplifying • Minimal detail • Streamlined and anticipatory Inviting, friendly • Supportive but not fawning
@mbloomstein | #NowWhat15 18 © 2015 Message architecture Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
@mbloomstein | #NowWhat15 19 © 2015
@mbloomstein | #NowWhat15 20 © 2015
@mbloomstein | #NowWhat15 21 © 2015 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
@mbloomstein | #NowWhat15 22 © 2015 Message architecture… Cheeky Customer oriented and responsive Helpful
@mbloomstein | #NowWhat15 23 © 2015 …versus brand values Design Innovation Community Excellence These inspire, but without priority.
@mbloomstein | #NowWhat15 24 © 2015 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
@mbloomstein | #NowWhat15 25 © 2015 A little thing with big impact.
@mbloomstein | #NowWhat15 26 © 2015 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.”
@mbloomstein | #NowWhat15 28 © 2015 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
@mbloomstein | #NowWhat15 29 © 2015
@mbloomstein | #NowWhat15 30 © 2015
@mbloomstein | #NowWhat15 31 © 2015
@mbloomstein | #NowWhat15 32 © 2015
@mbloomstein | #NowWhat15 33 © 2015 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.
@mbloomstein | #NowWhat15 34 © 2015 Message architecture drives the user experience
@mbloomstein | #NowWhat15 35 © 2015 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
@mbloomstein | #NowWhat15 36 © 2015 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
@mbloomstein | #NowWhat15 37 © 2015 …in the channels and content types
@mbloomstein | #NowWhat15 38 © 2015 Not all channels are right for all goals. Academic and serious? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #NowWhat15 39 © 2015 Not all channels are right for all goals. Fun and engaging? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #NowWhat15 40 © 2015
@mbloomstein | #NowWhat15 41 © 2015 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: indulgence is accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented and socially conscious Message architecture
@mbloomstein | #NowWhat15 42 © 2015 Message architecture drives a consistent user experience, visually and verbally.
@mbloomstein | #NowWhat15 43 © 2015
@mbloomstein | #NowWhat15 44 © 2015 Elegant layout and typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps • Serif body copy
@mbloomstein | #NowWhat15 45 © 2015
@mbloomstein | #NowWhat15 46 © 2015 Imagery of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
@mbloomstein | #NowWhat15 47 © 2015
@mbloomstein | #NowWhat15 48 © 2015 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations
@mbloomstein | #NowWhat15 49 Allot budget, choose content types, and prioritize channels to manifest the message architecture— not to just keep up.
@mbloomstein | #NowWhat15 50 Tame the beast not by looking out, but first looking in.
THANK YOU! Frankenstein © Universal Pictures. Little Shop of Horrors © The Geffen Company. Screen grabs property of their respective owners at time of capture. © 2015 Appropriate, Inc. @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork

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Knowing Yourself Amid Constraints by Margot Bloomstein (Now What? Conference 2015)

  • 1. @mbloomstein | #NowWhat15 1 © 2015© 2015 KNOWING AND COMMUNICATING YOURSELF AMID CONSTRAINTS Margot Bloomstein Now What? Conference 043015 #NowWhat15 @mbloomstein
  • 2. @mbloomstein | #NowWhat15 2 Let’s have a conversation about content creation and site maintenance and sustainability and KPIs and constraints and customer feedback and channel proliferation…
  • 3. @mbloomstein | #NowWhat15 3 You cannot communicate without creating a monster.
  • 4. Your website, blog, Facebook groups, YouTube channel, Pinterest boards are insatiable.
  • 5. @mbloomstein | #NowWhat15 5 How do you feed the beast? Where do you start and how far will you go?
  • 7. These are questions for content owners.
  • 9. @mbloomstein | #NowWhat15 9 © 2015 CC Sam Korn, via Wikipedia Gnothi sauton
  • 10. @mbloomstein | #NowWhat15 10 © 2015 Know thyself. We invest in knowing our users, but how well do we know our own brands?
  • 11. 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?
  • 12. @mbloomstein | #NowWhat15 12 © 2015 First things first. Why blog, conduct a content audit, add video testimonials, Pin, consolidate site architecture, or switch to a new CMS, if you don’t know what you need to communicate?
  • 13. @mbloomstein | #NowWhat15 13 © 2015 Tools enable how you conceive ideas, perceive your world, and see yourself…
  • 14. @mbloomstein | #NowWhat15 14 © 2015 So who are you?
  • 16.
  • 17. @mbloomstein | #NowWhat15 17 © 2015 More like Apple’s message architecture Confident but approachable • Self-assured and assertive Simple and simplifying • Minimal detail • Streamlined and anticipatory Inviting, friendly • Supportive but not fawning
  • 18. @mbloomstein | #NowWhat15 18 © 2015 Message architecture Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
  • 21. @mbloomstein | #NowWhat15 21 © 2015 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
  • 22. @mbloomstein | #NowWhat15 22 © 2015 Message architecture… Cheeky Customer oriented and responsive Helpful
  • 23. @mbloomstein | #NowWhat15 23 © 2015 …versus brand values Design Innovation Community Excellence These inspire, but without priority.
  • 24. @mbloomstein | #NowWhat15 24 © 2015 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 25. @mbloomstein | #NowWhat15 25 © 2015 A little thing with big impact.
  • 26. @mbloomstein | #NowWhat15 26 © 2015 A little thing with big impact.
  • 27. 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.”
  • 28. @mbloomstein | #NowWhat15 28 © 2015 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
  • 33. @mbloomstein | #NowWhat15 33 © 2015 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.
  • 34. @mbloomstein | #NowWhat15 34 © 2015 Message architecture drives the user experience
  • 35. @mbloomstein | #NowWhat15 35 © 2015 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
  • 36. @mbloomstein | #NowWhat15 36 © 2015 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  • 37. @mbloomstein | #NowWhat15 37 © 2015 …in the channels and content types
  • 38. @mbloomstein | #NowWhat15 38 © 2015 Not all channels are right for all goals. Academic and serious? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  • 39. @mbloomstein | #NowWhat15 39 © 2015 Not all channels are right for all goals. Fun and engaging? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  • 41. @mbloomstein | #NowWhat15 41 © 2015 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: indulgence is accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented and socially conscious Message architecture
  • 42. @mbloomstein | #NowWhat15 42 © 2015 Message architecture drives a consistent user experience, visually and verbally.
  • 44. @mbloomstein | #NowWhat15 44 © 2015 Elegant layout and typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps • Serif body copy
  • 46. @mbloomstein | #NowWhat15 46 © 2015 Imagery of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
  • 48. @mbloomstein | #NowWhat15 48 © 2015 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations
  • 49. @mbloomstein | #NowWhat15 49 Allot budget, choose content types, and prioritize channels to manifest the message architecture— not to just keep up.
  • 50. @mbloomstein | #NowWhat15 50 Tame the beast not by looking out, but first looking in.
  • 51. THANK YOU! Frankenstein © Universal Pictures. Little Shop of Horrors © The Geffen Company. Screen grabs property of their respective owners at time of capture. © 2015 Appropriate, Inc. @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork