Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
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Managing content can become overwhelming with the growing number of delivery platforms. Content strategist Margot Bloomstein, principal of Appropriate, Inc., breaks down the steps to implement a strategy that saves time, money, and frustration.
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Aquent/AMA Webcast: Embracing Brand-Driven Content Strategy
- 1. @mbloomstein | #AMAAquent 1 Embracing Brand-Driven Content Strategy Managing content can become overwhelming with the growing number Margot Bloomstein of delivery platforms. Content strategist Margot Bloomstein, principal Embracing brand-driven April 18, 2013 of Appropriate, Inc., breaks down the steps to implement a strategy content strategy that saves time, money, and frustration. @mbloomstein Produced by © 2013 © 2011
- 2. @mbloomstein
- 4. @mbloomstein | #AMAAquent 4 © 2013
- 5. @mbloomstein | #AMAAquent 5 COMMUNICATION 101 © 2013
- 6. @mbloomstein Sam Korn, via Wikipedia CC | #AMAAquent 6 Gnothi sauton © 2013
- 7. @mbloomstein | #AMAAquent 7 Know thyself. You invest in knowing your users,* but what about your brand? *right? © 2013
- 8. Unless you understand what people are trying to do with your content you cannot know if itâs working or not. Gerry McGovern
- 9. If you donât know what you need to communicate, how will you know if you succeed?
- 10. @mbloomstein | #AMAAquent 10 First things first. Why start blogging, audit the content, consolidate site architecture, add video testimonials, incorporate user reviews, relaunch the site, develop new brand guidelines, switch to a new CMS, or go âmobile firstâ⊠if you donât know what you need to communicate? © 2013
- 11. @mbloomstein | #AMAAquent 11 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. © 2013
- 12. @mbloomstein | #AMAAquent 12 Steps along the way⊠Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines © 2013
- 13. @mbloomstein | #AMAAquent 13 Steps along the way⊠Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines © 2013
- 14. Deliverables are merely punctuation in the conversation. Donât let them replace the conversation.
- 16. Why content strategy? Because we all want the same things, but content keeps getting in the way.
- 17. @mbloomstein | #AMAAquent 17 Content demands attention © 2013
- 18. @mbloomstein | #AMAAquent 18 Content demands time Because we all want the same thing, but content keeps getting in the way. (CC) http://www.flickr.com/photos/slworking © 2013
- 19. @mbloomstein | #AMAAquent 19 Content is expensive Because we all want the same thing, but content keeps getting in the way. (CC) http://www.flickr.com/photos/slworking © 2013
- 20. Sustainable content is content you can createâand maintainâwithout going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy
- 21. @mbloomstein | #AMAAquent 21 Content dredges up politics © 2013
- 22. @mbloomstein | #AMAAquent 22 You cannot act in passive voice to change, empower, support, advocate, teach, simplify, consolidate, remind, inform⊠© 2013
- 23. @mbloomstein | #AMAAquent 23 You cannot act in passive voice to change, empower, support, advocate, teach, simplify, consolidate, remind, inform⊠Content demands an owner & ownership. © 2013
- 24. This is your job now.
- 25. @mbloomstein | #AMAAquent 25 ©Skillset.org © 2013
- 26. If you donât know what you need to communicate, how will you know if you succeed?
- 27. @mbloomstein | #AMAAquent 27 Whatâs a message architecture? A hierarchy of communication goals that reflects a common vocabulary. © 2013
- 28. @mbloomstein | #AMAAquent 28 A little thing with big impact. © 2013
- 29. @mbloomstein | #AMAAquent 29 A little thing with big impact. â How could we prove this is a car not like anything else out there? Itâs a small car, but itâs premium. You get a Porsche 911 ride for a fifth of the cost. Itâs got history⊠but in Europe. You need to give people content to give them history.â © 2013
- 30. @mbloomstein | #AMAAquent 30 A little thing with big impact. © 2013
- 31. @mbloomstein | #AMAAquent 31 Message architecture Premium technology âą Assertive; ready to perform as a driverâs car âą Proactive and supportive of spontaneity Classic design âą Experienced and savvy Cheekiness âą Smart, âpunny,â hip âą Fun, gleeful © 2013
- 32. @mbloomstein | #AMAAquent 32 © 2013
- 33. @mbloomstein | #AMAAquent 33 © 2013
- 34. @mbloomstein | #AMAAquent 34 © 2013
- 35. @mbloomstein | #AMAAquent 35 © 2013
- 36. @mbloomstein | #AMAAquent 36 If these emails are boring you and you donât mind missing out on all the lip-smackinâ stuff weâll be sending in the future, simply send a message to owner- unsubscribe@insiders.miniusa.com and include âUnsubscribeâ and your favorite fruit in the subject field. © 2013
- 37. @mbloomstein | #AMAAquent 37 Message architecture drives the user experience © 2013
- 38. @mbloomstein | #AMAAquent 38 âŠin content Nomenclature Calls to action Instructional content Sentence structure Diction © 2013
- 39. @mbloomstein | #AMAAquent 39 âŠand in design Photographic angles Dark backgrounds Bold headlines Thick stroke weights © 2013
- 40. @mbloomstein | #AMAAquent 40 âŠand in the choice of features and content types © 2013
- 41. @mbloomstein | #AMAAquent 41 Whatâs a message architecture? A hierarchy of communication goals that reflects a common vocabulary. © 2013
- 42. @mbloomstein | #AMAAquent 42 Whatâs a message architecture? Concrete, shared terminology, not abstract concepts. © 2013
- 43. @mbloomstein | #AMAAquent 43 Welcoming, but elite. Selective? © 2013
- 44. @mbloomstein | #AMAAquent 44 Accessible, open, and premiere. © 2013
- 45. @mbloomstein | #AMAAquent 45 Traditional, but edgy. © 2013
- 46. @mbloomstein | #AMAAquent 46 ©Warby Parker © 2013
- 47. @mbloomstein | #AMAAquent 47 Why do this? Words are cheaper than comps. © 2013
- 48. @mbloomstein | #AMAAquent 48 Why do this? Let creative colleagues refine the concept, rather than confirm the purpose. © 2013
- 49. @mbloomstein | #AMAAquent 49 © 2013
- 50. @mbloomstein | #AMAAquent 50 Why do this? Gain standards by which to conduct a qualitative audit. (What is âgoodâ anyway?) © 2013
- 51. @mbloomstein | #AMAAquent 51 Why do this? Promote new content types to manifest the message architectureânot just because theyâre trendy or feasible. © 2013
- 52. Audit time!
- 53. @mbloomstein | #AMAAquent 53 Message architecture Passionate about strategic discovery ⹠Creative, spirited, inspired ⹠Visionary, innovative thought leader and industry leader ⹠Flexible hands- Tactical and hands-on ⹠In the trenches, in touch ⹠Detail-oriented and methodical Pioneering ⹠Groundbreaking, trend-setting ⹠Modern and savvy People- market- People-focused and market-driven ⹠Trusted by medical professionals, researchers, and media ⹠Industry news source © 2013
- 54. @mbloomstein | #AMAAquent 54 © 2013
- 55. @mbloomstein | #AMAAquent 55 Passionate? Creative? Hands-on? Pioneering and modern? Trusted? © 2013
- 56. @mbloomstein | #AMAAquent 56 © 2013
- 57. @mbloomstein | #AMAAquent 57 © 2013
- 58. Audit to understand what you have and what you need. Donât just do it for fun. Before you can start, you need to know why. What are you trying to learn?
- 59. @mbloomstein | #AMAAquent 59 Every tab tracks the same data Quantitative: ⹠Head count: what do we have? ⹠Is it consistent? What are the patterns? ⹠Are similar content types consistent in size and structure? ⹠Is there parity of length, level of detail, and tone? © 2013
- 60. @mbloomstein | #AMAAquent 60 Every tab tracks the same data Qualitative: is it any good? ⹠ROT analysis: redundant, outdated, trivial ⹠Current, relevant, and appropriate to the message architecture ⹠Does it serve the communication goals? ⹠Does it speak to the target audience? © 2013
- 61. @mbloomstein | #AMAAquent 61 © 2013
- 62. @mbloomstein | #AMAAquent 62 © 2013
- 63. @mbloomstein | #AMAAquent 63 Each piece of content gets a row Set up dropdowns to constrain data âą Data ï Data validation ï List ï Sources © 2013
- 64. @mbloomstein | #AMAAquent 64 What will you learn? ⹠What do we have? ⹠What are the patterns, elements, & types? ⹠Is it any good? ⹠Do people even like it? (Check analytics!) ⹠What do we need to update? ⹠What do we need to translate? ⹠Where do we need more? © 2013
- 65. @mbloomstein | #AMAAquent 65 Where can you go? âą Identify new content types and channels âą Advocate for more frequent content updates âą Promote a new editorial calendar âą Reallocate budget across channels âą Adapt content for future-friendly cross âchannel and âplatform delivery © 2013
- 66. @mbloomstein | #AMAAquent 66 But first things first: What are you trying to communicate? What content do you have and what do you need to do that? © 2013
- 67. @mbloomstein | #AMAAquent 67 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture. © 2013