Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on why and how to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you maintain content for the Web, mobile apps, social media, or offline experiences.
From there, you’ll learn how to use a message architecture as the metric against which to measure content in a qualitative content audit. Then carry it into governance: We’ll explore the impact of a message architecture on editorial style guidelines and an editorial calendar—and see how that foundation can improve efficiency and client satisfaction throughout your projects. Discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment through entire engagements.
Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy, and the business issues beyond it. What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture.
Learn how to establish a hierarchy of communication goals with a hands-on exercise and the right questions to ask along the way to minimize distracting, off-brand features, like the blog no one has time to update.
Discover how to bring brand-driven thinking through subsequent activities, like the content audit and content model.
Explore the impact of the message architecture on “rubber meets the road” details in style, tone, and diction.
Gain additional tools to keep your projects on track, on time, and on budget.
Presented as a workshop at Confab Central, #ConfabCentral, in Minneapolis, June 7, 2017.
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Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Confab Central 2017
1. 1 | #ConfabCentral | @mbloomstein
BRAND-DRIVEN CONTENT STRATEGY:
CREATING A MESSAGE ARCHITECTURE
Margot Bloomstein
@mbloomstein
Confab Central June 7, 2017
2. 2 | #ConfabCentral | @mbloomstein
BRAND-DRIVEN CONTENT STRATEGY:
CREATING A MESSAGE ARCHITECTURE,
DEPLOYING IT IN THE CONTENT AUDIT AND
CONTENT MODEL, AND APPLYING IT IN THE
EDITORIAL STYLE GUIDE AND CALENDAR,
LIKE YOU DO
3. 3 | #ConfabCentral | @mbloomstein
Volume and variety are the enemies
of focus and consistency.
3 | #ConfabCentral | @mbloomstein
4.
5.
6.
7.
8.
9. If we want progress, we need
boundaries, expectations, and
guidelines.
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Because we all want the same thing,
but content keeps getting in the way.
(CC) http://www.flickr.com/photos/slworking
Content requires time
18. 18 | #ConfabCentral | @mbloomstein
What is content strategy?
Planning for the creation,
aggregation, and governance of
content that’s useful, usable,
and appropriate to an experience.
19. 19 | #ConfabCentral | @mbloomstein
Message
architecture
Content
audit
Content
types
Content
model
Editorial style
guidelines
and calendar
23. 23 | #ConfabCentral | @mbloomstein
More like Apple’s message architecture
Confident but approachable; accessible
Simple
• Minimal detail
• Streamlined and anticipatory
Inviting, friendly
• Supportive but not fawning
24. 24 | #ConfabCentral | @mbloomstein
Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly, and empowering
Helpful
• Accessible
27. 27 | #ConfabCentral | @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
28. 28 | #ConfabCentral | @mbloomstein
Cheeky
• Witty and fun
• Young without being childish
Customer-oriented, responsive
• Approachable and friendly
• Empowering
Helpful
• Accessible
Message architecture vs. brand values
Design
Innovation
Community
Excellence
29. 29 | #ConfabCentral | @mbloomstein
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary
30. 30 | #ConfabCentral | @mbloomstein
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary—
versus brand values, which are the
ethics a company espouses
31. 31 | #ConfabCentral | @mbloomstein
First things first.
Why add video testimonials, develop
help content, continue blogging, conduct
a content audit, or email customers…
if you don’t know what’s most important
to communicate?
32. If you don’t know
what to communicate,
how will you know if
you succeed?
38. 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.”
40. 40 | #ConfabCentral | @mbloomstein
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
44. 44 | #ConfabCentral | @mbloomstein
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.
48. 48 | #ConfabCentral | @mbloomstein
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary
49. 49 | #ConfabCentral | @mbloomstein
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary—
concrete, shared terminology,
not abstract concepts
55. • Engage in a tangible way
• Encourage conversation
“What do you mean?
“Are these concepts synonymous?”
• Identify pain points and debate:
“How can we be strategic and tactical?”
• Force prioritization
• Encourage ownership
• Prevent seagulling
56. 56 | #ConfabCentral | @mbloomstein
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut!
Step 1: categorize
57. 57 | #ConfabCentral | @mbloomstein
Who we are Who we’d like to be
Be aspirational. What needs to change?
Step 2: filter
58. 58 | #ConfabCentral | @mbloomstein
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3: group and prioritize
59. 59 | #ConfabCentral | @mbloomstein
• Follow up on hesitation and grimaces
• Let participants resolve their own questions
• Expose nuances in meaning & connotation
“So ‘traditional’ but not ‘conservative’—why?”
“You hesitated adding ‘modern.’ How come?”
“Are ‘strategic’ and ‘tactical’ opposites?”
Dig in to ensure clarity
61. • Choose content types to manifest the
message architecture
• Gain standards for a qualitative audit
• Prioritize CMS changes and metadata to
support content types
• Reallocate budget and resources across
channels
63. 63 | #ConfabCentral | @mbloomstein
Welcoming people, accessible place
• Approachable, casual vibe; not standing on ceremony
• Witty, warm, and engaging
Gracious
• Polished and elegant
• Anticipatory and helpful
Sincere and distinct
• Maintaining authenticity
Easy and efficient
• Modern and innovative in technology
• Facilitating and efficient
Message architecture
64. 64 | #ConfabCentral | @mbloomstein
• Welcoming people, accessible place
• Gracious
• Sincere and distinct
• Easy and efficient
Does it uphold the message architecture?
If not, what do you recommend?
Message architecture audit
67. 67 | #ConfabCentral | @mbloomstein
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
68. 68 | #ConfabCentral | @mbloomstein
Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
69. 69 | #ConfabCentral | @mbloomstein
Imagery of individual impact
• People engaged with product and service—
not just product or just results of service
• Diversity of role, gender, ethnicity, and age