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#gilbaneboston | @mbloomstein 1
Appropriate, Inc. © 2010
Margot Bloomstein
@mbloomstein
#gilbaneboston
Gilbane Boston 1202...
#gilbaneboston | @mbloomstein 2
Appropriate, Inc. © 2010
Why content strategy?
#gilbaneboston | @mbloomstein 3
Appropriate, Inc. © 2010
Why content strategy?
Because we all want the same things,
but co...
#gilbaneboston | @mbloomstein 4
Appropriate, Inc. © 2010
©Skillset.org
#gilbaneboston | @mbloomstein 5
Appropriate, Inc. © 2010
Deliver
on time
#gilbaneboston | @mbloomstein 6
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
#gilbaneboston | @mbloomstein 7
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
#gilbaneboston | @mbloomstein 8
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please o...
#gilbaneboston | @mbloomstein 9
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please o...
#gilbaneboston | @mbloomstein 10
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 11
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 12
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 13
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 14
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 15
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 16
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 17
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 18
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 19
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please ...
#gilbaneboston | @mbloomstein 20
Appropriate, Inc. © 2010
What is content strategy?
Planning for the creation,
aggregation...
#gilbaneboston | @mbloomstein 21
Appropriate, Inc. © 2010
What does that entail?
Message architecture
Content audit/invent...
#gilbaneboston | @mbloomstein 22
Appropriate, Inc. © 2010
First things first:
Message architecture
Content audit/inventory...
#gilbaneboston | @mbloomstein 23
Appropriate, Inc. © 2010
First things first:
What are your communication goals?
#gilbaneboston | @mbloomstein 24
Appropriate, Inc. © 2010
First things first:
Why do this?
#gilbaneboston | @mbloomstein 25
Appropriate, Inc. © 2010
First things first:
If you don’t know WHY,
how will you know HOW...
#gilbaneboston | @mbloomstein 26
Appropriate, Inc. © 2010
Before blogging
#gilbaneboston | @mbloomstein 27
Appropriate, Inc. © 2010
Before auditing
#gilbaneboston | @mbloomstein 28
Appropriate, Inc. © 2010
Even before
choosing the CMS…
#gilbaneboston | @mbloomstein 29
Appropriate, Inc. © 2010
establish a
prioritized list of
communication
goals, or message
...
#gilbaneboston | @mbloomstein 30
Appropriate, Inc. © 2010
How do you convey
abstract concepts
without concrete
terms?
#gilbaneboston | @mbloomstein 31
Appropriate, Inc. © 2010
How do you convey
abstract concepts
without concrete
terms?
Make...
#gilbaneboston | @mbloomstein 32
Appropriate, Inc. © 2010
How do you convey
abstract concepts
without concrete
terms?
Make...
#gilbaneboston | @mbloomstein 33
Appropriate, Inc. © 2010
More
How do you convey
abstract concepts
without concrete
terms?...
#gilbaneboston | @mbloomstein 34
Appropriate, Inc. © 2010
More like
How do you convey
abstract concepts
without concrete
t...
#gilbaneboston | @mbloomstein 35
Appropriate, Inc. © 2010
Traditional,
but not
conservative.
More like Apple
Make us sound...
#gilbaneboston | @mbloomstein 36
Appropriate, Inc. © 2010
More like Apple?
#gilbaneboston | @mbloomstein 37
Appropriate, Inc. © 2010
More like Apple?
#gilbaneboston | @mbloomstein 38
Appropriate, Inc. © 2010
More like Apple?
How does a black
mock turtleneck
sound any way?
#gilbaneboston | @mbloomstein 39
Appropriate, Inc. © 2010
Confident but approachable;
an accessible market leader
Simple
M...
#gilbaneboston | @mbloomstein 40
Appropriate, Inc. © 2010
How do you convey abstract
concepts without concrete
terms?
#gilbaneboston | @mbloomstein 41
Appropriate, Inc. © 2010
Use a message architecture:
prioritized brand attributes
that st...
#gilbaneboston | @mbloomstein 42
Appropriate, Inc. © 2010
#gilbaneboston | @mbloomstein 43
Appropriate, Inc. © 2010
#gilbaneboston | @mbloomstein 44
Appropriate, Inc. © 2010
Prioritize key messages
#gilbaneboston | @mbloomstein 45
Appropriate, Inc. © 2010
Design, write, label, and
organize around those
messages
#gilbaneboston | @mbloomstein 46
Appropriate, Inc. © 2010
Choose content types that
support those messages
#gilbaneboston | @mbloomstein 47
Appropriate, Inc. © 2010
Why do this?
?
#gilbaneboston | @mbloomstein 48
Appropriate, Inc. © 2010
Content and design that
share a message architecture
drive a mor...
#gilbaneboston | @mbloomstein 49
Appropriate, Inc. © 2010
#gilbaneboston | @mbloomstein 50
Appropriate, Inc. © 2010
Use the message architecture
to prioritize new features,
upsell ...
#gilbaneboston | @mbloomstein 51
Appropriate, Inc. © 2010
#gilbaneboston | @mbloomstein 52
Appropriate, Inc. © 2010
Glossary!
Social sharing!
Live help!
Video!
Testimonials!
#gilbaneboston | @mbloomstein 53
Appropriate, Inc. © 2010
#gilbaneboston | @mbloomstein 54
Appropriate, Inc. © 2010
Laid back
Minimalist
Clean
#gilbaneboston | @mbloomstein 55
Appropriate, Inc. © 2010
Get it all right in fewer
rounds of revision$
#gilbaneboston | @mbloomstein 56
Appropriate, Inc. © 2010
Get it all right in fewer
rounds of revision, plus
fewer rounds ...
#gilbaneboston | @mbloomstein 57
Appropriate, Inc. © 2010
Your client wanted a new
website because they
wanted to say some...
#gilbaneboston | @mbloomstein 58
Appropriate, Inc. © 2010
How can you differentiate
that message through
high-quality cont...
#gilbaneboston | @mbloomstein 59
Appropriate, Inc. © 2010
How can you differentiate
that message through
high-quality cont...
#gilbaneboston | @mbloomstein 60
Appropriate, Inc. © 2010
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc....
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#gilbaneboston | @mbloomstein 21 Appropriate, Content strategy: message matters

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#gilbaneboston | @mbloomstein 21
Appropriate, Inc. © 2010
What does that entail?
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines

Veröffentlicht in: Design, Business, Technologie

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