If it's the people, the atmosphere, and the music that make for a good party, it's user-generated content that helps web 2.0 become a killer online party--and only content strategy ensures it's the party you want. See how instructional copy, role model profiles, and template content set the tone. Presented by Margot Bloomstein (ISITE Design) at the inaugural Content Strategy Consortium at the IA Summit, March 19, 2009.

1. Who rocks the party?
Prepared for the Content Strategy Consortium
Margot Bloomstein | March 19, 2009

2. Who rocks the party
that rocks the body?

3. Who rocks the party
that rocks the body?
rocks the party
that rocks the body!
Content

4. rocks the party
Content
directions
what to wear
food
invitations
gossip & chatter

5. rocks the party
Content
directions
what to wear
food
invitations
evite or engraved?
college friends or
work friends?
snarky t-shirt
or black tie?
crudités or veggie platter?
gossip & chatter
what she said

6. So… what happens when
content strategy
doesn’t host the party?

7. Chocolate Skittles… peat,
burnt food, cigarette butts”
Taste the rainbow’ clearly
an NAACP plot to encourage
interracial promiscuity”
I love Skittles so much I want
to take it behind the middle
school and get it pregnant.”
“
“
“‘

9. How do you throw a good party
and get user-generated content
that’s appropriate for your brand?

10. Answer:
Content strategy must anticipate—
and accommodate and invite—
user-generated content.
(otherwise, expect party crashers)

11. Web 1.0 was easy.

12. In Web 2.0,
everybody has a say.In Web 2.0,
everyone is
part of the
conversation.

13. Even if it’s a potluck,
a good host still provides
appetizers.

14. Even if it’s a potluck,
a good host still provides
appetizers.
You’re the hostess with the mostess.

15. Even if it’s a potluck,
a good host still provides
appetizers.
You’re the hostess with the mostess.
publisher

16. Even if it’s a potluck,
a good host still provides
appetizers.
You’re the hostess with the mostess.
publisher*
editor
* Joe Pulizzi/Kristina Halvorson Web Content Strategy OMS presentation

17. appetizers
“refill drinks”
starter content
stir up discussion
“role model”
profiles

18. According to comScore, many of
the top 10 sites for inbound traffic
deal in user-generated content.
craigslist—Craig = positive brand

19. Black turtleneck
…or black tie?

20. Ancillary content helps set the tone
Instructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)

21. Ancillary content helps set the tone
Instructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)

25. Ancillary content helps set the tone
Instructional copy, help, FAQs
Error messaging
Example / default content
Prefilled fields
Structures (top 5 lists, restricted taxonomies)

27. What’s in, and what’s out?
User-generated vs. user-aggregated content
Photograph vs. illustration, headshot vs. full body
Snark vs. polite discourse

28. Throw a good party—
invite a content strategist.
Margot Bloomstein
mbloomstein@isitedesign.com
@mbloomstein
Presentation © 2009 Margot Bloomstein;
All images copyright their respective owners.