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Margot Bloomstein
@mbloomstein
Congres Web Redactie
#congrescm
November 20, 2014
BASE YOUR CONTENT STRATEGY
ON A MESSAGE ARCHITECTURE
Social media is an opportunity.
But tools merely empower a
message.
Sorry, Marshall
McLuhan.
Medium transmits
message—but
demands it, too.
@mbloomstein | #congrescm 4CC Sam Korn, via Wikipedia
Gnothi sauton
@mbloomstein | #congrescm 5
Know thyself.
We invest in knowing our users,
but how well do we know our
own brands?
If you don’t know what
you need to communicate,
how will you know if you succeed?
How do you know where to put
resources, time, and talent?
@mbloomstein | #congrescm 7
First things first.
Why blog, conduct a content audit, add
video testimonials, Tweet, Instagram,
consolidate site architecture, switch to a
new CMS, Pin, or go “mobile first”…
if you don’t know what you need to
communicate?
Tools enable how
we conceive ideas,
perceive our world,
and see ourselves
You cannot not
communicate.
Paul Watzlawick
@mbloomstein | #congrescm 11
What is content strategy?
Planning for the creation, delivery, and governance
of useful, usable, and brand-appropriate content.
If you don’t know what
you need to communicate,
how will you know if you succeed?
How will you know where to invest
your time, budget, and creativity?
@mbloomstein | #congrescm 13
Steps along the way…
Message architecture
Content audit/inventory
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein | #congrescm 14
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #congrescm 15
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.”
@mbloomstein | #congrescm 17
A little thing with big impact.
@mbloomstein | #congrescm 18
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
@mbloomstein | #congrescm 19
What did the content need to do?
• Offer fast, easy access
• Encourage personalization
• Convey local relevance
• Facilitate sharing
• Communicate quirkiness
• Allow for easy, infrequent updates
• Support a few structured content types
@mbloomstein | #congrescm 20
@mbloomstein | #congrescm 21
@mbloomstein | #congrescm 22
@mbloomstein | #congrescm 23
@mbloomstein | #congrescm 24
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 owner-
unsubscribe@insiders.miniusa.com
and include “Unsubscribe” and
your favorite fruit in the
subject field.
@mbloomstein | #congrescm 25
Message architecture drives a
consistent user experience
@mbloomstein | #congrescm 26
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and design
@mbloomstein | #congrescm 27
Nomenclature and labels
Content types and media
Content elements
Calls to action and instructional copy
Sentence structure, diction, and tone
…and content
@mbloomstein | #congrescm 28
Not all channels are right for all goals.
Academic and serious?
• Annual reports
• Articles on your site
• Articles on other sites
• Blogs
• Books
• Branded tools
• Case studies
• Digital magazines
• eBooks
• Email newsletters
• Facebook posts
• Games
• In-person events
• Infographics
• Licensed/syndicated
content
• LinkedIn posts
• Microsites
• Mobile apps
• Online presentations
• Podcasts
• Print magazines
• Print newsletters
• Research reports
• Twitter
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #congrescm 29
Not all channels are right for all goals.
Fun and engaging?
• Annual reports
• Articles on your site
• Articles on other sites
• Blogs
• Books
• Branded tools
• Case studies
• Digital magazines
• eBooks
• Email newsletters
• Facebook posts
• Games
• In-person events
• Infographics
• Licensed/syndicated
content
• LinkedIn posts
• Microsites
• Mobile apps
• Online presentations
• Podcasts
• Print magazines
• Print newsletters
• Research reports
• Twitter
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #congrescm 30
@mbloomstein | #congrescm 31
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more accessible
• Trusted in brand and quality
Empowering
• Entrepreneurial: Innovating, championing individuals and successes
• Market driving: strategic and proactive
• Professional and consistent through experience and being responsive
Community-minded
• Engaged with the Lindt family
• Customer-oriented
• Socially conscious
Message architecture
@mbloomstein | #congrescm 32
Message architecture drives a
consistent user experience, visually
and verbally.
@mbloomstein | #congrescm 33
@mbloomstein | #congrescm 34
Lush layout and elegant typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
• Serif body copy
@mbloomstein | #congrescm 35
@mbloomstein | #congrescm 36
Imagery of individual impact
• People engaged with product and offsite
community service—not just product or just results
of service
• Team breadth and diversity of role, gender,
ethnicity, and age
@mbloomstein | #congrescm 37
@mbloomstein | #congrescm 38
Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
@mbloomstein | #congrescm 39
@mbloomstein | #congrescm 40
Message
architecture
Content
audit
Content types
Content model &
matrix
Editorial style
guidelines and
calendar
@mbloomstein | #congrescm 41
Editorial calendar:
Schedule topics to manifest
the message architecture
@mbloomstein | #congrescm 42
What are our goals in getting there?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
@mbloomstein | #congrescm 43
@mbloomstein | #congrescm 44
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut!
~20 minutes
Step 1
@mbloomstein | #congrescm 45
Who we are  Who we’d like to be
Be aspirational. What needs to change?
Step 2
@mbloomstein | #congrescm 46
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3
@mbloomstein | #congrescm 47
Words are valuable,
but meaningless without
context and priority.
@mbloomstein | #congrescm 48
Casual, but not
informal.
@mbloomstein | #congrescm 49
Streamlined but
elegant.
@mbloomstein | #congrescm 50
Traditional, but
edgy.
@mbloomstein | #congrescm 51
@mbloomstein | #congrescm 52
Why do this?
• Gain standards by which to conduct a qualitative
audit. What is “good” anyway?
• Determine keywords for SEO
• Plan content types to meet communication goals
• Prioritize CMS modifications to support them
• Reallocate budget and resources across channels
@mbloomstein | #congrescm 53
But first things first:
What are you trying to communicate?
What content do you have and what do
you need to do that?
@mbloomstein | #congrescm 54
Thank you.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All images property of their owners or © Margot Bloomstein as noted.

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Base your content strategy on a message architecture CongresCM

  • 1. Margot Bloomstein @mbloomstein Congres Web Redactie #congrescm November 20, 2014 BASE YOUR CONTENT STRATEGY ON A MESSAGE ARCHITECTURE
  • 2. Social media is an opportunity. But tools merely empower a message.
  • 4. @mbloomstein | #congrescm 4CC Sam Korn, via Wikipedia Gnothi sauton
  • 5. @mbloomstein | #congrescm 5 Know thyself. We invest in knowing our users, but how well do we know our own brands?
  • 6. If you don’t know what you need to communicate, how will you know if you succeed? How do you know where to put resources, time, and talent?
  • 7. @mbloomstein | #congrescm 7 First things first. Why blog, conduct a content audit, add video testimonials, Tweet, Instagram, consolidate site architecture, switch to a new CMS, Pin, or go “mobile first”… if you don’t know what you need to communicate?
  • 8. Tools enable how we conceive ideas, perceive our world, and see ourselves
  • 9.
  • 11. @mbloomstein | #congrescm 11 What is content strategy? Planning for the creation, delivery, and governance of useful, usable, and brand-appropriate content.
  • 12. If you don’t know what you need to communicate, how will you know if you succeed? How will you know where to invest your time, budget, and creativity?
  • 13. @mbloomstein | #congrescm 13 Steps along the way… Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 14. @mbloomstein | #congrescm 14 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 15. @mbloomstein | #congrescm 15 A little thing with big impact.
  • 16. 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.”
  • 17. @mbloomstein | #congrescm 17 A little thing with big impact.
  • 18. @mbloomstein | #congrescm 18 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
  • 19. @mbloomstein | #congrescm 19 What did the content need to do? • Offer fast, easy access • Encourage personalization • Convey local relevance • Facilitate sharing • Communicate quirkiness • Allow for easy, infrequent updates • Support a few structured content types
  • 24. @mbloomstein | #congrescm 24 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 owner- unsubscribe@insiders.miniusa.com and include “Unsubscribe” and your favorite fruit in the subject field.
  • 25. @mbloomstein | #congrescm 25 Message architecture drives a consistent user experience
  • 26. @mbloomstein | #congrescm 26 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and design
  • 27. @mbloomstein | #congrescm 27 Nomenclature and labels Content types and media Content elements Calls to action and instructional copy Sentence structure, diction, and tone …and content
  • 28. @mbloomstein | #congrescm 28 Not all channels are right for all goals. Academic and serious? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  • 29. @mbloomstein | #congrescm 29 Not all channels are right for all goals. Fun and engaging? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  • 31. @mbloomstein | #congrescm 31 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious Message architecture
  • 32. @mbloomstein | #congrescm 32 Message architecture drives a consistent user experience, visually and verbally.
  • 34. @mbloomstein | #congrescm 34 Lush layout and elegant typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps • Serif body copy
  • 36. @mbloomstein | #congrescm 36 Imagery of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
  • 38. @mbloomstein | #congrescm 38 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations
  • 40. @mbloomstein | #congrescm 40 Message architecture Content audit Content types Content model & matrix Editorial style guidelines and calendar
  • 41. @mbloomstein | #congrescm 41 Editorial calendar: Schedule topics to manifest the message architecture
  • 42. @mbloomstein | #congrescm 42 What are our goals in getting there? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
  • 44. @mbloomstein | #congrescm 44 • Who we are • Who we’re not • Who we’d like to be Go with your gut! ~20 minutes Step 1
  • 45. @mbloomstein | #congrescm 45 Who we are  Who we’d like to be Be aspirational. What needs to change? Step 2
  • 46. @mbloomstein | #congrescm 46 • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations Step 3
  • 47. @mbloomstein | #congrescm 47 Words are valuable, but meaningless without context and priority.
  • 48. @mbloomstein | #congrescm 48 Casual, but not informal.
  • 49. @mbloomstein | #congrescm 49 Streamlined but elegant.
  • 50. @mbloomstein | #congrescm 50 Traditional, but edgy.
  • 52. @mbloomstein | #congrescm 52 Why do this? • Gain standards by which to conduct a qualitative audit. What is “good” anyway? • Determine keywords for SEO • Plan content types to meet communication goals • Prioritize CMS modifications to support them • Reallocate budget and resources across channels
  • 53. @mbloomstein | #congrescm 53 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
  • 54. @mbloomstein | #congrescm 54 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their owners or © Margot Bloomstein as noted.