faster, easier, better, gimme! use content strategy to your advantage
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Faster! Easier! Better!
GIMME!Use content strategyto your advantage
Margot Bloomstein@mbloomstein #W2ESeptember 29, 2010
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Use content strategy to get what you want.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Use content strategy to get what you want.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Use content strategy to get what you want.
DesignersInformation architectsInteraction designersProject managersSEO/SEM specialistsSocial media consultants
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Appropriate, Inc. © 2010 #W2E @mbloomstein
©Skillset.org
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver on time
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver on time
Stay in budget
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver on time
Stay in budget
Give users what they need
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver on time
Stay in budget
Give users what they need
Please our clients (and ourselves)
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Appropriate, Inc. © 2010 #W2E @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 #W2E @mbloomstein
This is where content strategy can help!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
What is content strategy?Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…How do you visualize abstract concepts without concrete terms?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…How do you visualize abstract concepts without concrete terms?
Make us look hip!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…How do you visualize abstract concepts without concrete terms?
We’re traditional, but not conservative.
Make us look hip!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…How do you visualize abstract concepts without concrete terms?
We’re traditional, but not conservative.
Make us look hip!
More
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…How do you visualize abstract concepts without concrete terms?
We’re traditional, but not conservative.
Make us look hip!
More like
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…How do you visualize abstract concepts without concrete terms?
We’re traditional, but not conservative.
Make us look hip!
More like Apple
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Appropriate, Inc. © 2010 #W2E @mbloomstein
More like Apple?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
More like Apple?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
More like Apple?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Confident but approachable; an accessible market leader
SimpleMinimal 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 #W2E @mbloomstein
Content strategy can help you communicate.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy can help you communicate—in less time, money, and stress.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Question:How do you visualize abstract concepts without concrete terms?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Answer:Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Prioritize key messages
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Design, write, label, and organize around those messages
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Get it all right in fewer rounds of revision
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?Invest in content strategy now to preserve time and budget for design later.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Okay. How are we going to pay for this?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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 #W2E @mbloomstein
Words are cheaper than comps.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategyhelps you sell your clients on predictability.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Predictability helps 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 #W2E @mbloomstein
Predictability helps you• Design for specific content
types and character counts
• Anticipate UGC structure
• Create more interesting templates
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Design supports content types and lengths!Layout offers context!Templates accommodate—not fight—user-generated content!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content and design that share a message architecture drive a more cohesive and consistent user experience.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Glossary!
Social sharing!
Live help!
Video!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Laid back
Minimalist
Clean
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Appropriate, Inc. © 2010 #W2E @mbloomstein
IAs & 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 #W2E @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
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Appropriate, Inc. © 2010 #W2E @mbloomstein
What do we have?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Is it still good?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Do we even need it?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
How will we get more?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Do folks even like it?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
And how do you budget by page count if you don’t know how many pages you need toexpress the main points, capture a user’s profile, or complete interactions?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Develop a quantitative and qualitative content audit
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
• Conduct a head count
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Appropriate, Inc. © 2010 #W2E @mbloomstein
• Conduct a head count
• Check parity of length and consistency in structure
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Appropriate, Inc. © 2010 #W2E @mbloomstein
• Conduct a head count
• Check parity of length and consistency in structure
• Evaluate quality against the message architecture
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Is contentbrand-appropriate,current, andrelevant?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Because you deserve to know that too.
In advance.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?Content strategy informs brand-appropriate calls to action & site-wide nomenclature.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Result part 2: opportunity• ID new content types
• prep the client for them
• upsell case studies
• gather testimonials
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Budget?Sell your client on not wasting their money.
They invested in a new look because they needed to saysomething new, right?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
But wait!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
But wait!They already have writers in the marketing department!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
OH NOES!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
OH NOES!
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy is metaphorical bacon.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Writing is only one tactical part of content strategy.
It doesn’t ask strategic questions.
Internal resources lack an outside perspective.
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Appropriate, Inc. © 2010 #W2E @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 #W2E @mbloomstein
And where should the user experience begin?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategycan help search engine marketing “hook” users more quickly to deliver higher conversions.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
• Map ad copy to the message architecture
• Translate meta content for tone, not just keywords
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Social media consultants…How do you get your client to stop talking about themselves and genuinely engage?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Good conversation demands good content strategy.
(Hi, inbound marketing?)
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Appropriate, Inc. © 2010 #W2E @mbloomstein
message architecture
editorial style guidelines
editorial calendar
a consistent multichannel presence
+
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Appropriate, Inc. © 2010 #W2E @mbloomstein
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
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?• Prepare for seasonal
themes
• Instill a workflow in organizational culture
• Maintain fresh, search engine-friendly content
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy drives demand—and results.
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Appropriate, Inc. © 2010 #W2E @mbloomstein
• More air-tight solutions
• Save time, budget, and energy on iteration
• Cohesive, consistent UX
• Higher conversions
What do you get out of this?
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Appropriate, Inc. © 2010 #W2E @mbloomstein
No peanut butter, just happiness.
(For you, users, & clients)
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Thank you!
Margot Bloomstein@mbloomsteinmargot@appropriateinc.comwww.slideshare.net/mbloomsteinTwitter: #contentstrategyAll logos and pictures are property of their respective owners.
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