Content Strategy for an Era of Self-Validating Facts at CSsummit

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Margot Bloomstein

The 2016 US presidential election reveals a post-fact culture. Previously, catching someone in a lie could sully their name, derail a campaign, or decimate a brand--ask Gary Hart, Richard Nixon, and former governor and Appalachian Trail enthusiast Mark Sanford. Today, lies matter less. Not to brands, but to their audiences. Emotion replaces logic. So how do you choose content types to develop rapport when your audience tests proof points against their convictions? Can mass media validate fact if "truthiness" trumps truth? Can you harness opposing perspectives without ceding to false equivalency? Most importantly, we'll discuss how to empower audiences to embrace the courage of their convictions on your behalf. Presented at the online Content Strategy Summit 2016, #CSsummit, August 25, 2016.

CONTENT STRATEGY FOR AN ERA
OF SELF-VALIDATING FACTS
Content Strategy Summit
#CSsummit August 25, 2016
Margot Bloomstein
@mbloomstein

There are no magic mirrors in the media.
Mirrors merely show us ourselves.
©Cayuga Productions and CBS
@mbloomstein | #CSsummit

When we see what we want to see,
the truth reflects our internal beliefs
more than external data or facts.
©Cayuga Productions and CBS
@mbloomstein | #CSsummit

Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech

©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

©Scott Olson Getty Images

©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech

©Gage Skidmore; CNBC debate

©Gage Skidmore; Fox News debate

©Gage Skidmore; excerpt from Trump statement

©Gage Skidmore; Miami University debate

History isn’t memory,
accuracy isn’t consistency—
@mbloomstein | #CSsummit

History isn’t memory,
accuracy isn’t consistency—
and inconsistency isn’t causing
Trump to lose MORE.
@mbloomstein | #CSsummit

©Chip Somodevilla—Getty Images; Fox News Sunday

©Politico

We see what we want to see
©Cayuga Productions and CBS

If you believe in her,
you believe her.

Trust emerges not from honesty, but
from consistency—with our own beliefs

ValidationDeliberation

Courage in our
convictions
Empirical
proof

“Feels right” is accurate
>

©Cayuga Productions and CBS
@mbloomstein | #CSsummit
Does inner confirmation bias replace
outward faith in the institutions we
traditionally trusted as arbiters of truth?

Insert gut check cycle imageCoached skepticism? False equivalency?
©Fox News

Insert gut check cycle image
©CBS

Insert gut check cycle image
©National Enquirer

Insert gut check cycle image
©Mary Ann Chastain, Associated Press

What can we do to shift beliefs
when feelings trump facts?
@mbloomstein | #CSsummit

Invest in original content and reporting
@mbloomstein | #CSsummit

Couple with analysis of others’ research
@mbloomstein | #CSsummit

Host opposing viewpoints
@mbloomstein | #CSsummit

Host opposing viewpoints
©Comedy Central

Invite insight, don’t just present logic
@mbloomstein | #CSsummit

Join discussions, don’t just dole out facts
@mbloomstein | #CSsummit
Blog excerpt ©Design Mom/Gabrielle Blair

All these things are true
though they didn’t happen

Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
Books: http://amzn.to/CSatWork
BrandSort: http://cards.appropriateinc.com
Talks: http://slideshare.net/mbloomstein

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Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture. Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. What you can expect: Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update Use a content audit to evaluate content against the message architecture Gain additional tools to keep your projects on track, on time, and on budget Presented as a workshop at WebVisions NYC, April 7, 2016, at WebVisions in New York.

Establishing a Brand-driven Message Architecture WebVisions NYC

Margot Bloomstein

Trying to manage scope, stakeholders, and shifting priorities? Need to determine a consistent voice among multiple authors? Content strategy can help. Amid constrained resources, competing priorities, and a contributory culture, content strategy can help us focus and do less—but do what really matters. Margot will discuss how to empower communicators and rally everyone around a common vocabulary for use in print, traditional web communication, and social media. Presented at Converge 2015, #Converge2015, October 22, 2015 in New Orleans.

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Content strategy both champions and makes possible the idea that "everyone is a publisher." New platforms and approaches to collaboration let us reframe the conversation beyond traditional book publishing. But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of "everyone" to just the white and wealthy world and the more cutting-edge businesses it spawns? Maybe that's the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic. Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades. The author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define "publishing," anyhow? Presented at Content Strategy Summit, #CSSummit, online, on September 22, 2015

Expanding our expectations of "everyone" at Content Strategy Summit 2015

Expanding our expectations of "everyone" at Content Strategy Summit 2015

Expanding our expectations of "everyone" at Content Strategy Summit 2015

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Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises 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. Eager for more efficient engagements? You’ll also discover how a brand-attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality. 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. Presented as a three-hour workshop at Confab Intensive, #ConfabINT, in Portland OR on August 31, 2015.

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Online experiences can be fast, efficient, easy, orderly—and sometimes, that's a recipe for disaster. Users click confirm too soon, confuse important details, or miss a key feature in a product description. Efficient isn't always effective. Not all experiences need to be fast to be functional. In fact, some of the most memorable and profitable engagements are slow and messy... and that’s just right. By designing for pace, we can intentionally help users focus on details and gain confidence in their choices. We can also encourage their sense of discovery and help them build stronger memories. Not all experiences need to be slower, but content strategy can help identify and support these outliers of user experience. We’ll look at REI, Target, Patagonia, Disney, and others for lessons you can apply to aid learning, retention, and user satisfaction. Help your audience soak up the journey or just engage with more certainty, all with more deliberate content strategy. Presented at Web Design Day in Pittsburgh, #WDD2015, June 12, 2015.

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What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise that we individually offer and that our clients expect. Is this a problem, or an opportunity? Do you really have to do it all? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? Looking at examples in a variety of industries, we’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise. Delivered at Confab Central, #ConfabMN, May 22, 2015.

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Online experiences can be fast, efficient and easy—but sometimes, that’s all wrong! Users click Buy too soon, miss important details or don’t find content that aids conversion. Efficient isn’t always effective and fast isn’t always functional. In fact, some of the most memorable web engagements employ “slow content strategy” with design considerations and content types that aid stickiness and retention. Margot Bloomstein will lead you through examples from a range of industries to see how you can manage—and slow—the pace at which users move through your website designs to create experiences that aid learning, fuel anticipation and create memories.

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Arm yourself with personas, research, and KPIs. Look out at data you’re chasing. Then look in. What do you see? We spawn sites, create content, and chase new platforms without always knowing why. To keep up with competitors? To keep up with users? We know them better than we know ourselves, then burn resources racing toward questionable destinations and burn out in the process. That’s where content strategy can help. We’ll discuss forging a path from where you are and who you are. Learn how to allot constrained resources and engage your audience. Eager to reach them? To know them, first know yourself. Presented as keynote at Now What 2015, #NowWhat15, April 30, 2015, in Sioux Falls SD.

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Online experiences can be fast, easy, and orderly—and sometimes, that’s all wrong for both users and brands. Not all websites need to be efficient to be effective. Some of the most memorable and profitable web experiences help users slow down, engage in discovery, and learn by doing. Brands like IKEA use “slow content strategy” to encourage discovery and create a new level of brand engagement. Other companies such as outdoor specialist Patagonia and investment bank Fidelity use content types and editorial styles to help customers focus. Content strategist and author Margot Bloomstein explains how such a slow content strategy can pack a target audience for the brand and thus propel customer engagement to new heights. Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands.

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Content strategy champions and makes possible the idea that “everyone is a publisher.” But with challenges to net neutrality and inconsistent network connectivity in the developing world, do we need to limit our definition of “everyone” to just the white and wealthy world and the more cutting edge businesses it spawns? Maybe that’s the case today, but today is the mirror of realism. The future is the undefined outcome of optimism—and we have many reasons to be optimistic. Looking at emerging examples from modern business culture, Silicon Valley investment strategies, and communication trends beyond the United States, Margot Bloomstein will map out challenges and opportunities for publishing in the coming decades. The author of Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project, Bloomstein will explore how content strategy will work in the future to aid the changing face of publishing. Who will practice it? Will power align with technology, quality, perspective, or a combination of all three? And how will we define “publishing,” anyhow? Presented November 5, 2014 as part of the UX Futures Summit.

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What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise individual practitioners offer and our clients expect. Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? We’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise. Presented at Environments for Humans Content Strategy Summit, #CSSummit, August 19, 2014.

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1. CONTENT STRATEGY FOR AN ERA OF SELF-VALIDATING FACTS Content Strategy Summit #CSsummit August 25, 2016 Margot Bloomstein @mbloomstein

2. There are no magic mirrors in the media. Mirrors merely show us ourselves. ©Cayuga Productions and CBS @mbloomstein | #CSsummit

3. When we see what we want to see, the truth reflects our internal beliefs more than external data or facts. ©Cayuga Productions and CBS @mbloomstein | #CSsummit

4. Rudy Giuliani, August 15, 2016, Youngstown Ohio Trump Foreign Policy Speech

5.

6. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

7. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

8. ©Scott Olson Getty Images; from Fox Business with Neil Cavuto interview

9. ©Scott Olson Getty Images

10. ©Scott Olson Getty Images; excerpt from August 15, 2016 foreign policy speech

11. ©Gage Skidmore; CNBC debate

12. ©Gage Skidmore; Fox News debate

13. ©Gage Skidmore; excerpt from Trump statement

14. ©Gage Skidmore; Miami University debate

15. Consistency is an internal metric. Does this brand make me feel good about myself? @mbloomstein | #CSsummit

16. History isn’t memory, accuracy isn’t consistency— @mbloomstein | #CSsummit

17. History isn’t memory, accuracy isn’t consistency— and inconsistency isn’t causing Trump to lose MORE. @mbloomstein | #CSsummit

18.

19. ©Chip Somodevilla—Getty Images; Fox News Sunday

21. We see what we want to see ©Cayuga Productions and CBS

22. If you believe in her, you believe her.

23. Trust emerges not from honesty, but from consistency—with our own beliefs

24. ValidationDeliberation

25. Courage in our convictions Empirical proof

26. “Feels right” is accurate >

27. ©Cayuga Productions and CBS @mbloomstein | #CSsummit Does inner confirmation bias replace outward faith in the institutions we traditionally trusted as arbiters of truth?

28. Insert gut check cycle imageCoached skepticism? False equivalency? ©Fox News

29. Insert gut check cycle image ©CBS

30. Insert gut check cycle image ©National Enquirer

31. Insert gut check cycle image ©Mary Ann Chastain, Associated Press

32.

33. What can we do to shift beliefs when feelings trump facts? @mbloomstein | #CSsummit

34. Invest in original content and reporting @mbloomstein | #CSsummit

35. Couple with analysis of others’ research @mbloomstein | #CSsummit

36. Host opposing viewpoints @mbloomstein | #CSsummit

37. Host opposing viewpoints ©Comedy Central

38. Invite insight, don’t just present logic @mbloomstein | #CSsummit

39. Join discussions, don’t just dole out facts @mbloomstein | #CSsummit Blog excerpt ©Design Mom/Gabrielle Blair

40. All these things are true though they didn’t happen

41. Margot Bloomstein @mbloomstein margot@appropriateinc.com Books: http://amzn.to/CSatWork BrandSort: http://cards.appropriateinc.com Talks: http://slideshare.net/mbloomstein