More Related Content Similar to Waking up in Seattle: you're the one that they want! (20) More from Margot Bloomstein (20) Waking up in Seattle: you're the one that they want!1. 1
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Waking up in Seattle:
You’re the one
that they want
Margot Bloomstein
@mbloomstein
#CSSea
October 13, 2010
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Why content strategy?
Because we all want the same things, and
content keeps getting in the way.
(Fail to plan = plan to fail.)
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
People want content strategy,
they just don’t know how to express it.
Give them the words.
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
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Appropriate, Inc. © 2010 #CSSea @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 #CSSea @mbloomstein
Who doesn’t want this?
On-time delivery, a cohesive
user experience, less stress?
These are not nice-to-haves.
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Appropriate, Inc. © 2010 #CSSea @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 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without concrete terms?
Make us look hip!
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
18. 18
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More like
20. 20
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with designers
How do they 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 #CSSea @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal 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 #CSSea @mbloomstein
Content strategy
can help your team
communicate, both
internally and with
clients.
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Question:
How do they visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Answer:
Give them the words.
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Draft value proposition or
sample content based on
the message architecture
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Result?
Invest in content strategy
now to preserve time and
budget for design later.
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Appropriate, Inc. © 2010 #CSSea @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 #CSSea @mbloomstein
Content and design that
share a message architecture
drive a more cohesive and
consistent user experience.
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Use the message architecture
to prioritize new features
and content types and
anticipate user-generated
content.
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with IAs & PMs
How can they plan for the
future if they don’t know
what they currently have—
or what they need?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
What they “need”
Measured in pages?
Measured in user tasks?
Measured in
communication goals?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you need to
express the main points,
capture a user’s profile, or
complete interactions?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
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Appropriate, Inc. © 2010 #CSSea @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 #CSSea @mbloomstein
Should it stay or should it go?
Is your content still
brand appropriate,
current, and
relevant?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Result?
Content strategy fuels more
comprehensive sitemaps,
wireframes, and a gap
analysis to shape budget.
Not “how many pages,” but
“what do we need in order
to communicate?”
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Who wouldn’t want to know
what they’re trying to
communicate before they
start?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Help them upsell content to
meet communication goals
Testimonials
Case studies
Interactive tours
Video interviews
FAQs
. . .
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a new look
because they needed to say
something new, right?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
But wait!
They already have
writers in the marketing
department!
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t ask strategic
questions.
Internal resources lack an
outside perspective.
72. 72
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Empathizing with social media
How do they get clients to
stop talking about
themselves and genuinely
engage—consistently across
channels?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Good conversation demands
good content strategy.
(Hi, inbound marketing?)
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
message architecture
editorial style guidelines
editorial calendar
a consistent multichannel
presence
+
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Appropriate, Inc. © 2010 #CSSea @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
76. 76
Appropriate, Inc. © 2010 #CSSea @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organizational culture
• Maintain fresh, search
engine-friendly content
78. 78
Appropriate, Inc. © 2010 #CSSea @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• Cohesive, consistent
multichannel UX
What do you get out of this?
79. 79
Appropriate, Inc. © 2010 #CSSea @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• Cohesive, consistent
multichannel UX
Everyone wants this.
What do you get out of this?
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Appropriate, Inc. © 2010 #CSSea @mbloomstein
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
www.slideshare.net/mbloomstein
Twitter: #contentstrategy
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Sleepless in Seattle stills © 1993 TriStar Pictures.