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@mbloomstein 1
© 2012© 2011
The secrets of brand-driven
CONTENT STRATEGY
Margot Bloomstein
CS Forum October 2012
@mbloomstein
@mbloomstein 2
© 2012
Unless you understand what people are
trying to do with your content you cannot
know if it’s working or not.”
Gerry McGovern
“
@mbloomstein 3
© 2012
Your serve.
And who are you again? 
@mbloomstein 4
© 2012
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
@mbloomstein 5
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein 6
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein 7
© 2012
Deliverables are
merely punctuation in
the conversation.
Don’t let them replace
the conversation.
@mbloomstein 8
© 2012
Why content strategy?
@mbloomstein 9
© 2012
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
@mbloomstein 10
© 2012
First things first.
What do you need to communicate?
@mbloomstein 11
© 2012
First things first.
Why even do this…
@mbloomstein 12
© 2012
First things first.
Why even do this…redesign this website,
@mbloomstein 13
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging,
@mbloomstein 14
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content,
@mbloomstein 15
© 2012
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
@mbloomstein 16
© 2012
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,
@mbloomstein 17
© 2012
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,
@mbloomstein 18
© 2012
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,
@mbloomstein 19
© 2012
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…
@mbloomstein 20
© 2012
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?
@mbloomstein 21
© 2012
If you don’t know what
you need to communicate,
how will you know if you
succeed?
@mbloomstein 22
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein 23
© 2012
A little thing with big impact.
@mbloomstein 24
© 2012
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 25
© 2012
A little thing with big impact.
@mbloomstein 26
© 2012
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 27
© 2012
@mbloomstein 28
© 2012
@mbloomstein 29
© 2012
@mbloomstein 30
© 2012
@mbloomstein 31
© 2012
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 32
© 2012
Message architecture drives
the user experience
@mbloomstein 33
© 2012
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
@mbloomstein 34
© 2012
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
@mbloomstein 35
© 2012
…and in the choice of features
and content types
@mbloomstein 36
© 2012
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein 37
© 2012
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
@mbloomstein 38
© 2012
Welcoming,
but elite.
Selective?
@mbloomstein 39
© 2012
Accessible,
open, and
premiere.
@mbloomstein 40
© 2012
Words are valuable,
but meaningless without
context and priority.
(In a few minutes, we’ll
give them context.)
@mbloomstein 41
© 2012
Why do this?
Words are cheaper than comps.
@mbloomstein 42
© 2012
Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.
@mbloomstein 43
© 2012
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
@mbloomstein 44
© 2012
Cardsorting
• Groups of 7
• Pick 2 people to represent the brand
• Everyone else: put on your content
strategy hats!
@mbloomstein 45
© 2012
@mbloomstein 46
© 2012
Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut for about 20 minutes.
@mbloomstein 47
© 2012
@mbloomstein 48
© 2012
Cardsorting
Step two:
• Who we are  Who we’d like to be
Think aspirational.
What needs to change?
~10 minutes
@mbloomstein 49
© 2012
Cardsorting
Step three:
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
~10 minutes
@mbloomstein 50
© 2012
Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
@mbloomstein 51
© 2012
Why do this?
Sell new content types to manifest the
message architecture—not just because
they’re trendy.
@mbloomstein 52
© 2012
So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
@mbloomstein 53
© 2012
So where to from here?
New content types: prioritize features
against the new communication goals.
Experience? Portfolio.
Trust and responsiveness? Testimonials.
@mbloomstein 54
© 2012
Audit time!
@mbloomstein 55
© 2012
The organization
Established and premiere
• Founded in 1896
• International reputation for depth in several areas
• Not really a “destination” for tourists—but definitely for
academics and researchers
Trusted
• Known for research among competitors, but not local audience
• Target audience is loyal, but places greater appreciation in its
tradition and history than modern updates
Kid-friendly
• Seen as ideal for family visits, school field trips, but relatively
unknown for adult applicability within the local target audience
@mbloomstein 56
© 2012
Message architecture
Engaged and curious
• Creating knowledge by supporting rigorous scientific research
and disseminating information
• Driving the public discussion to promote stewardship
• Comprehensive in questions, open-minded in answers
Welcoming
• Accessible“for ages 5 – 95”
• Relevant, tailored
Applicable and relevant
• Practical; engaged & empathizing with the community
• Immediate, cutting-edge, and “in touch”
Innovative
• Ends > means in research, development, and engagement
@mbloomstein 57
© 2012
@mbloomstein 58
© 2012Engaged & curious? Welcoming? Applicable & relevant? Innovative?
@mbloomstein 59
© 2012Engaged & curious? Welcoming? Applicable & relevant? Innovative?
@mbloomstein 60
© 2012
@mbloomstein 61
© 2012
@mbloomstein 62
© 2012Engaged & curious? Welcoming? Applicable & relevant? Innovative?
@mbloomstein 63
© 2012
Audit to understand what you
have and what you need.
Don’t just do it for fun.
Before you can start, you need
to know why.
What are you trying to learn?
@mbloomstein 64
© 2012
@mbloomstein 65
© 2012
Each section* gets its own tab.
@mbloomstein 66
© 2012
Every tab tracks the same data
Quantitative:
• Head count: what do we have?
• Is it consistent?
• Are similar content types
consistent in size and structure?
• Is there parity of length, level of
detail, and tone?
@mbloomstein 67
© 2012
@mbloomstein 68
© 2012
Every tab tracks the same data
Qualitative: is it any good?
• ROT analysis: redundant, outdated, trivial
• Current, relevant, and appropriate
to the message architecture
• Does it serve the communication goals?
• Does it speak to the target audience?
@mbloomstein 69
© 2012
@mbloomstein 70
© 2012
Each piece of content gets a row
Set up dropdowns to constrain data
• Data  Data validation  List  Sources
@mbloomstein 71
© 2012
@mbloomstein 72
© 2012
What will you learn?
• What do we have?
• Is it any good?
• Do people even like it? (Check analytics!)
• What do we need to update?
• What do we need to translate?
• Where do we need more?
@mbloomstein 73
© 2012
What will you learn?
• What do we have?
• Is it any good?
• Do people even like it? (Check analytics!)
• What do we need to update?
• What do we need to translate?
• Where do we need more?
@mbloomstein 74
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein 75
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
@mbloomstein 76
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
@mbloomstein 77
© 2012
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
@mbloomstein 78
© 2012
But first things first:
What are you trying to
communicate?
What content do you have and
what do you need to do that?
@mbloomstein 79
© 2012
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
Title image: http://flickr.com/KandyJaxx
All other images property of their respective owners or public domain.

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