clarity through content strategy

@SCOTTKUBIE

CLARITY THROUGH CONTENT STRATEGY

@SCOTTKUBIE

If you wish to make an apple pie from scratch, you must first invent the universe.

- Carl Sagan

@SCOTTKUBIE

Novak, J. D. & A. J. Cañas, The Theory Underlying Concept Maps and

How to Construct and Use Them, Technical Report IHMC CmapTools 2006-01

Rev 01-2008, Florida Institute for Human and Machine Cognition, 2008

CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE

CONTENT STRATEGY IS A 1. DISCIPLINE2. PLAN3. ROLE


CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE


adaptive content

structured content

product content

narrative UXcontent marketing

website strategy

editorial strategyuser interface writing

CMS strategy

SEO

intelligent content

personalized content

web writing

accessibility UX

IA


governance model

audit plancontent marketing

migration plan

editorial calendar

reviews and approvals

production training

CMS requirements

metadata schema

taxonomy

controlled vocabulary

core strategy statement

sitemaps


production planning

writing

editinguser research

tagging and categorizing

authoring guidelinesmaking style guides

conducting inventories

conducting audits

Hooray! I’m a content strategist.

Congrats! You’re a content

strategist.


Hooray! I’m a content strategist.

Congrats! You’re a content

strategist.

Now what? Now what?


Hello, I’m a content

strategist.


Hello, I’m a content

strategist. No, you’re not, we’re doing

content strategy.


Let’s talk content!


Where are the wireframes?

Let’s talk content!


Why are we doing this?


Why are we doing this?

Because reasons!


Who is this for?


Who is this for?

Everyone!


Who is this for?

but srsly tho

Everyone!


That’s up to sales.

Because [executive]

said so.

That’s up to the PM.

I never thought to

ask.

????????????????????????????

??????????


What’s with all the questions,

guy?


ARE WE ASKING THE RIGHT QUESTIONS?

ARE WE SOLVING THE RIGHT PROBLEMS?


NEVER DELEGATE UNDERSTANDING.- Charles Eames


CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK

business

VISION

MISSION

TARGETS

product


business

VISION VOICE

MISSION MESSAGE

TARGETS TONE

brand

product content


business

VISION VOICE

MISSION MESSAGE

TARGETS TONE

brand

ORGANIZATION

product content


business

VISION VOICE

MISSION MESSAGE

TARGETS TONE

brand

ORGANIZATION

PROJECT

product content


business

VISION VOICE

MISSION MESSAGE

TARGETS TONE

brand

ORGANIZATION

PROJECT

CONTEXT

product content


VISION VOICEORGANIZATION


VISION


VISION

A VISION IS REALIZED


VISION

A VISION IS REALIZEDCLEAR VISIONS ARE AMBITIOUS


VISION

When you don’t know what you believe, everything becomes an argument.


VISION


VOICE


VOICE

A VOICE IS FOUND


VOICE

A VOICE IS FOUNDCLEAR VOICES ARE CONSISTENT


VOICE


VISION VOICEVision statement Team charter Core strategy statement Creative brief Elevator pitch Canvases and frameworks Stakeholder interviews

ORGANIZATION


VISION VOICEVision statement Team charter Core strategy statement Creative brief Elevator pitch Canvases and frameworks Stakeholder interviews

Voice architecture

Style guidelines

Content auditing

Product names and visual branding

ORGANIZATION


MISSION MESSAGEPROJECT



MISSION


MISSION

A MISSION IS PLANNED


MISSION

A MISSION IS PLANNEDCLEAR MISSIONSHAVE AN OWNER


MISSION


MESSAGE


MESSAGE

A MESSAGE IS ARTICULATED


MESSAGE

A MESSAGE IS ARTICULATED

CLEAR MESSAGESHAVE STRUCTURE


MESSAGE



Content inventory

RACI chart

MoSCoW chart

Detailed specifications

Sitemaps

Content modeling

Project briefs

Wireframes and prototypes



Content inventory

RACI chart

MoSCoW chart

Detailed specifications

Sitemaps

Content modeling

Project briefs

Wireframes and prototypes

Content auditing

Core Model / Core + Paths

Messaging framework

Content templates

Content libraries

Cowriting


TARGETS TONECONTEXT



TARGETS


TARGETS

TARGETS ARE CHOSEN


TARGETS

TARGETS ARE CHOSENCLEAR TARGETSARE SPECIFIC


TARGETS


TONE


TONE

TONE IS RESPONSIVE


TONE

TONE IS RESPONSIVE

CLEAR TONE ISAPPROPRIATE


TONE


TARGETS TONECONTEXT


TARGETS TONECONTEXT

Prioritized audiences

Ecosystem map

Analytics

A/B testing

User interviews

User understanding matrix


TARGETS TONECONTEXT

Prioritized audiences

Ecosystem map

Analytics

A/B testing

User interviews

User understanding matrix

Personas

Empathy mapping

Usability testing

Style guidelines

Audit criteria


TARGETS TONECONTEXT


business

VISION VOICE

MISSION MESSAGE

TARGETS TONE

brand

ORGANIZATION

PROJECT

CONTEXT

product content


VOICE

MESSAGE

TONE

brand

content


VOICE

MESSAGE

TONE

brand

content

who you are

what you say

how it comes across


VOICE

MESSAGE

TONE

brand

content


VISION

business

MISSION

TARGETS

product


VISION

business

MISSION

TARGETS

product

what you want

what you’re doing

where you talk about it(and with whom)


VISION

business

MISSION

TARGETS

product


VISION

business

VOICE

MISSION MESSAGE

TARGETS TONE

brand

ORGANIZATION

PROJECT

CONTEXT

product content


production planning

writing

editinguser research

tagging and categorizing

authoring guidelinesmaking style guides

conducting inventories

conducting audits


facilitation

coordinationalignment

outreach advocacy training

meeting planning

wireframing

prototyping

visualization

product management

lean methodologiesmaking a business case

@SCOTTKUBIE

@SCOTTKUBIE

Strategy never speaks for itself.

CLARITY THROUGH CONTENT STRATEGY

@SCOTTKUBIE

Slides and links at: http://kubie.link/claritycs

clarity through content strategy

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