margot bloomstein content strategy summit september 27...
TRANSCRIPT
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Margot Bloomstein Content Strategy Summit September 27, 2012 @mbloomstein
CHANGING THE CHANNEL
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Why content strategy?
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Why content strategy?
Because we all want the same thing, but content keeps getting in the way.
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Support a holistic user experience
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Ensure cross-channel consistency …among multiple bloggers and community managers
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Ensure cross-channel consistency …among web
and apps and email and print
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Ensure cross-channel consistency …between Twitter and Facebook
and Foursquare, Pinterest, Instagram, and more…
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YOU ARE NOT A ROCK STAR
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EVERYTHING, ALL THE TIME
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YOU HAVE CONSTRAINTS
You need to prioritize.
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First things first.
What does your brand need to communicate?
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If you don’t know what you need to communicate, how can you know where to do it?
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Establish the message architecture.
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What’s a message architecture?
A hierarchy of communication goals that reflects a common vocabulary.
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What’s a message architecture?
Concrete, shared terminology, not abstract concepts.
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Make us look innovative, but not risky.
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It should say traditional, but edgy.
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© 2012 ©Warby Parker
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How do you develop a message architecture to determine the right channels for your brand?
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Words are valuable, but meaningless without context and priority.
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How?
• Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
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Cardsorting
Step one: • Who we are • Who we’re not • Who we’d like to be
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proactive trusted cool narrow slick value-oriented actionable tailored down-to-earth practical custom innovative hip conservative diverse elite relationship-oriented driven leading edge experienced
urban customer-oriented market-driven professional technological aggressive visionary white collar tactical responsive consistent traditional savvy eclectic formal fair trendy simple serious regional
broad high-quality friendly fun the thought leader current approachable welcoming blue collar strategic premium classic cutting edge reactive expensive authentic flexible international reliable efficient
national detail-oriented timeless elegant accessible responsible sexy high-level bleeding edge tried-and-true rural in touch wise empowering assertive informal progressive modern casual historic
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Cardsorting
Step two: • Who we are Who we’d like to be
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Cardsorting
Step three: • Prioritize the goals • Tell the story of those aspirations
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Why do this?
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Why do this?
Words are cheaper than comps.
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Why do this?
Identify content types and channels to manifest the message architecture— not just because they’re trendy.
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Content strategy:
Strategy is just using limited resources to accomplish a goal.” John Eckman (@jeckman)
“
A little thing with big impact.
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.”
“
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A little thing with big impact.
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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
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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 [email protected] and include “Unsubscribe” and your favorite fruit in the subject field.
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Message architecture drives the user experience
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Nomenclature Calls to action Instructional content Sentence structure Diction
…in content
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Photographic angles Dark backgrounds Bold headlines Thick stroke weights
…and in design
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…and in the choice of features and channels.
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So where to from here?
Content audit: measure quality against the aspirational attributes in the message architecture.
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So where to from here?
New content types and channels should prioritize features against the message architecture. Experience? Portfolio. Trust and responsiveness? Testimonials.
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Thank you!
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
http://amzn.to/CSatWork Title image: http://flickr.com/MassDistraction All other images property of their respective owners or public domain.