@mbloomstein | #congrescm 54 Thank Base your content strategy on a message architecture CongresCM

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 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 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 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 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 38 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations

@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 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 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.