Content Strategy: Your Key to Connection Without Creepiness

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After a day of talking social media, regulations, and innovative marketing, you’ll be well on your way to smarter content marketing–right? Not so fast. With all the data you have on your target audience, it’s easy to personalize your story for users, their context, their conditions–and all that can be downright creepy. Content strategist Margot Bloomstein, author of Content Strategy at Work, will share how you can connect without throwing off your users. We’ll discuss how content strategy can unite your efforts, ensure you build a cohesive brand, and maintain an appropriate voice across channels, authors, and “the fine print.” Presented at Content Marketing World Health Summit 2012, Cleveland; #CMWorld, November 7, 2012.

Business

@mbloomstein #cmworld
Content strategy:
Your key to connection
without creepiness
Margot Bloomstein
Appropriate, Inc.
@mbloomstein • #cmworld

@mbloomstein #cmworld© 2011
@mbloomstein

@mbloomstein #cmworld
Cohesion between content types and among
content delivery vehicles

@mbloomstein #cmworld
Alignment with the needs and expectations
of your target audience

@mbloomstein #cmworld
© Twentieth Century Fox
and DreamWorks SKG
Data for
content
targeting?

@mbloomstein #cmworld
data  information  knowledge  wisdom

@mbloomstein #cmworld
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
relevance
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
applicationrelevance
data  information  knowledge  wisdom
context

@mbloomstein #cmworld
We can motivate application.

@mbloomstein #cmworld
We can motivate application.
(cc) John C. Abell

@mbloomstein #cmworld
We can motivate application.
(cc) Javier Rapoport

@mbloomstein #cmworld
Every time
you confuse
context with
device

@mbloomstein #cmworld
Context
(cc) Euphoria

@mbloomstein #cmworld
You know me.
But do I know you know me?

@mbloomstein #cmworld
You know me.
But do I know you know me?
Do I want you to know me?

@mbloomstein #cmworld
You know me.
But do I know you know me?
Do I want you to know me?
And is it good for me if you
know me?

@mbloomstein #cmworld
Sometimes it’s good.
(cc) BentWright

@mbloomstein #cmworld
“…shows you information you regularly
search for or could be relevant to you because
of your current location, including weather,
nearby restaurants, schedules for the next bus
station, how long it’s going to take you to
drive home and currency information if it
finds you are in a different country.

@mbloomstein #cmworld
This is one of the few Google services that
reveals how much the company really knows
about you.

@mbloomstein #cmworld
The reason it doesn’t quite feel like that yet is
because of the limitations of the service.
There is so much more Google could do with
this service, but it feels as if Google
deliberately kept some features back for the
time being to ensure that users can get used
to how it works before adding more tools.

@mbloomstein #cmworld
Sometimes it’s good.

@mbloomstein #cmworld
Sometimes
it’s creepy.
© Dimension Films

@mbloomstein #cmworld
“Targeting” a pregnant teenager
(cc) Jr conlin

Pace yourself
Let users see their data
Date, don’t stalk
Maintain consistency

@mbloomstein #cmworld
Let users see their data.

@mbloomstein #cmworld
Date, don’t stalk.
(cc) Javier Rapoport(cc) Phil Dowsing

@mbloomstein #cmworld
Maintain consistency—or cohesion.

@mbloomstein #cmworld
Always adventurous & empowering:

@mbloomstein #cmworld
Always adventurous & empowering:
“…about their ability to live
full lives, healthy lives,”
Amanda Sheldon, director of PR
WeWe

Pace yourself
Let users see their data
Date, don’t stalk
Maintain consistency
Connect without being creepy.

@mbloomstein #cmworld
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork

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Communicating in an Era of Self-Validating Facts at SXSW

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Long before you target prospective students, they’re forming opinions, narrowing options, and determining costs… without talking to you. They’re hearing other voices—and what those voices say may surprise you. Today, organizations like Peterson’s, Sallie Mae, and College Confidential help students vet schools and determine budgets, conversations previous generations had with guidance counselors and college recruiters. Discover how publishers and financial institutions are earning trust through new choices in content types, calls to action, and partner investments. As higher education draws scrutiny for cost and relevance, it’s time to learn from adjacent industries and reframe the conversation from your own institution. Learn how students gain confidence in their choices as they navigate the application and aid processes. Discover what prospects look for when determining what resources deserve their time, attention, and trust. Uncover how partners can strengthen your brand in the topics students value—especially when they don’t want to hear about those topics from you. Presented at Confab Higher Ed 2016, #ConfabEDU, in Philadelphia November 15, 2016.

Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016

Margot Bloomstein

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. Join this workshop to build out your content strategy toolkit: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Gain additional tools to keep your projects on track, on time, and on budget

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Margot Bloomstein

The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

Content Strategy for an Era of Self-Validating Facts at CSsummit

Margot Bloomstein

Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.

Establishing a Brand-driven Message Architecture WebVisions NYC

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Content Strategy: Your Key to Connection Without Creepiness

1. @mbloomstein #cmworld Content strategy: Your key to connection without creepiness Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld

5. @mbloomstein #cmworld Content strategy: planning for the creation, aggregation, governance, and expiration of useful, usable, and brand-appropriate content in an experience.

6. @mbloomstein #cmworld Cohesion between content types and among content delivery vehicles

7. @mbloomstein #cmworld Alignment with the needs and expectations of your target audience

9. @mbloomstein #cmworld data  information  knowledge  wisdom

10. @mbloomstein #cmworld data  information  knowledge  wisdom context

11. @mbloomstein #cmworld relevance data  information  knowledge  wisdom context

12. @mbloomstein #cmworld applicationrelevance data  information  knowledge  wisdom context

13. @mbloomstein #cmworld We can motivate application.

14. @mbloomstein #cmworld We can motivate application. (cc) John C. Abell

15. @mbloomstein #cmworld We can motivate application.

16. @mbloomstein #cmworld We can motivate application. (cc) Javier Rapoport

17. Just don’t be creepy about it.

18. Context

19. @mbloomstein #cmworld Every time you confuse context with device

20. @mbloomstein #cmworld Context (cc) Euphoria

21. @mbloomstein #cmworld Context (cc) Euphoria

22. @mbloomstein #cmworld Context (cc) Euphoria

23. @mbloomstein #cmworld Context (cc) Euphoria

24. @mbloomstein #cmworld Context (cc) Euphoria

25. @mbloomstein #cmworld You know me.

26. @mbloomstein #cmworld You know me. But do I know you know me?

27. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me?

28. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me? And is it good for me if you know me?

29. @mbloomstein #cmworld Sometimes it’s good. (cc) BentWright

30. Sometimes it’s bad. (cc) BentWright

31. @mbloomstein #cmworld

32. @mbloomstein #cmworld “…shows you information you regularly search for or could be relevant to you because of your current location, including weather, nearby restaurants, schedules for the next bus station, how long it’s going to take you to drive home and currency information if it finds you are in a different country.

33. @mbloomstein #cmworld This is one of the few Google services that reveals how much the company really knows about you.

34. @mbloomstein #cmworld The reason it doesn’t quite feel like that yet is because of the limitations of the service. There is so much more Google could do with this service, but it feels as if Google deliberately kept some features back for the time being to ensure that users can get used to how it works before adding more tools.

35. @mbloomstein #cmworld Sometimes it’s good.

36. @mbloomstein #cmworld

38. @mbloomstein #cmworld “Targeting” a pregnant teenager (cc) Jr conlin

39. @mbloomstein #cmworld Ubiquitous Zappos

40. @mbloomstein #cmworld Ubiquitous Zappos

41. How do you walk the line?

42. Pace yourself Let users see their data Date, don’t stalk Maintain consistency

43. @mbloomstein #cmworld Pace yourself.

44. @mbloomstein #cmworld Let users see their data.

45. @mbloomstein #cmworld Date, don’t stalk. (cc) Javier Rapoport(cc) Phil Dowsing

46. @mbloomstein #cmworld Maintain consistency—or cohesion.

47. @mbloomstein #cmworld Maintain consistency—or cohesion.

48. @mbloomstein #cmworld Always adventurous & empowering:

49. @mbloomstein #cmworld Always adventurous & empowering:

50. @mbloomstein #cmworld Always adventurous & empowering:

51. @mbloomstein #cmworld Always adventurous & empowering:

52. @mbloomstein #cmworld Always adventurous & empowering: “…about their ability to live full lives, healthy lives,” Amanda Sheldon, director of PR WeWe

53. Pace yourself Let users see their data Date, don’t stalk Maintain consistency

54. Pace yourself Let users see their data Date, don’t stalk Maintain consistency Connect without being creepy.

55. @mbloomstein #cmworld Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein http://amzn.to/CSatWork

Content Strategy: Your Key to Connection Without Creepiness

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