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#gilbaneboston | @mbloomstein 1
Appropriate, Inc. © 2010
Margot Bloomstein
@mbloomstein
#gilbaneboston
Gilbane Boston 120210
Content strategy:
Message matters.
flickr.com/KandyJaxx
#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 content keeps getting in the way.
#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 our clients
(and ourselves)
#gilbaneboston | @mbloomstein 9
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
#gilbaneboston | @mbloomstein 10
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
#gilbaneboston | @mbloomstein 11
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
#gilbaneboston | @mbloomstein 12
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
#gilbaneboston | @mbloomstein 13
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
#gilbaneboston | @mbloomstein 14
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Ongoing measurement
and optimizationManagement
training
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
A single, master plan
#gilbaneboston | @mbloomstein 15
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
#gilbaneboston | @mbloomstein 16
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
When did a clear plan and
concrete communication goals
become nice-to-haves?
#gilbaneboston | @mbloomstein 17
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
And what are we
going to do about it?
#gilbaneboston | @mbloomstein 18
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
And what are we
going to do about it?
Hi.
#gilbaneboston | @mbloomstein 19
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
And what are we
going to do about it?
Let’s discuss content strategy.
#gilbaneboston | @mbloomstein 20
Appropriate, Inc. © 2010
What is content strategy?
Planning for the creation,
aggregation, delivery, and
governance of useful, usable,
and appropriate content in
an experience.
#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
#gilbaneboston | @mbloomstein 22
Appropriate, Inc. © 2010
First things first:
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
#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
or if you did it right?
#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
architecture.
...
#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 us sound
innovative!
#gilbaneboston | @mbloomstein 32
Appropriate, Inc. © 2010
How do you convey
abstract concepts
without concrete
terms?
Make us sound
innovative!
Traditional,
but not
conservative.
#gilbaneboston | @mbloomstein 33
Appropriate, Inc. © 2010
More
How do you convey
abstract concepts
without concrete
terms?
Make us sound
innovative!
Traditional,
but not
conservative.
#gilbaneboston | @mbloomstein 34
Appropriate, Inc. © 2010
More like
How do you convey
abstract concepts
without concrete
terms?
Make us sound
innovative!
Traditional,
but not
conservative.
#gilbaneboston | @mbloomstein 35
Appropriate, Inc. © 2010
Traditional,
but not
conservative.
More like Apple
Make us sound
innovative!
How do you convey
abstract concepts
without concrete
terms?
#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
Minimal detail with clean,
streamlined, unfussy ID
Inviting, friendly, supportive
but not fawning
More like Apple’s “message architecture”
#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 stem from a shared
vocabulary.
#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 more cohesive and
consistent user experience.
#gilbaneboston | @mbloomstein 49
Appropriate, Inc. © 2010
#gilbaneboston | @mbloomstein 50
Appropriate, Inc. © 2010
Use the message architecture
to prioritize new features,
upsell new content types, and
anticipate user-generated
content.
#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 of creative
revision easily pay for
up-front content
strategy.
$
#gilbaneboston | @mbloomstein 57
Appropriate, Inc. © 2010
Your client wanted a new
website because they
wanted to say something
new, right?
Don’t let them waste their
money.
$
#gilbaneboston | @mbloomstein 58
Appropriate, Inc. © 2010
How can you differentiate
that message through
high-quality content?
?
#gilbaneboston | @mbloomstein 59
Appropriate, Inc. © 2010
How can you differentiate
that message through
high-quality content?
Colleen Jones…
?
#gilbaneboston | @mbloomstein 60
Appropriate, Inc. © 2010
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
All logos and pictures are property of their respective owners.

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Content strategy: message matters

  • 1. #gilbaneboston | @mbloomstein 1 Appropriate, Inc. © 2010 Margot Bloomstein @mbloomstein #gilbaneboston Gilbane Boston 120210 Content strategy: Message matters. flickr.com/KandyJaxx
  • 2. #gilbaneboston | @mbloomstein 2 Appropriate, Inc. © 2010 Why content strategy?
  • 3. #gilbaneboston | @mbloomstein 3 Appropriate, Inc. © 2010 Why content strategy? Because we all want the same things, but content keeps getting in the way.
  • 4. #gilbaneboston | @mbloomstein 4 Appropriate, Inc. © 2010 ©Skillset.org
  • 5. #gilbaneboston | @mbloomstein 5 Appropriate, Inc. © 2010 Deliver on time
  • 6. #gilbaneboston | @mbloomstein 6 Appropriate, Inc. © 2010 Deliver on time Stay in budget
  • 7. #gilbaneboston | @mbloomstein 7 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need
  • 8. #gilbaneboston | @mbloomstein 8 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  • 9. #gilbaneboston | @mbloomstein 9 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  • 10. #gilbaneboston | @mbloomstein 10 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals
  • 11. #gilbaneboston | @mbloomstein 11 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan
  • 12. #gilbaneboston | @mbloomstein 12 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics
  • 13. #gilbaneboston | @mbloomstein 13 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard
  • 14. #gilbaneboston | @mbloomstein 14 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Ongoing measurement and optimizationManagement training Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency A single, master plan
  • 15. #gilbaneboston | @mbloomstein 15 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines
  • 16. #gilbaneboston | @mbloomstein 16 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines When did a clear plan and concrete communication goals become nice-to-haves?
  • 17. #gilbaneboston | @mbloomstein 17 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines And what are we going to do about it?
  • 18. #gilbaneboston | @mbloomstein 18 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines And what are we going to do about it? Hi.
  • 19. #gilbaneboston | @mbloomstein 19 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines And what are we going to do about it? Let’s discuss content strategy.
  • 20. #gilbaneboston | @mbloomstein 20 Appropriate, Inc. © 2010 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 21. #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
  • 22. #gilbaneboston | @mbloomstein 22 Appropriate, Inc. © 2010 First things first: Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 23. #gilbaneboston | @mbloomstein 23 Appropriate, Inc. © 2010 First things first: What are your communication goals?
  • 24. #gilbaneboston | @mbloomstein 24 Appropriate, Inc. © 2010 First things first: Why do this?
  • 25. #gilbaneboston | @mbloomstein 25 Appropriate, Inc. © 2010 First things first: If you don’t know WHY, how will you know HOW or if you did it right?
  • 26. #gilbaneboston | @mbloomstein 26 Appropriate, Inc. © 2010 Before blogging
  • 27. #gilbaneboston | @mbloomstein 27 Appropriate, Inc. © 2010 Before auditing
  • 28. #gilbaneboston | @mbloomstein 28 Appropriate, Inc. © 2010 Even before choosing the CMS…
  • 29. #gilbaneboston | @mbloomstein 29 Appropriate, Inc. © 2010 establish a prioritized list of communication goals, or message architecture. ...
  • 30. #gilbaneboston | @mbloomstein 30 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms?
  • 31. #gilbaneboston | @mbloomstein 31 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms? Make us sound innovative!
  • 32. #gilbaneboston | @mbloomstein 32 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms? Make us sound innovative! Traditional, but not conservative.
  • 33. #gilbaneboston | @mbloomstein 33 Appropriate, Inc. © 2010 More How do you convey abstract concepts without concrete terms? Make us sound innovative! Traditional, but not conservative.
  • 34. #gilbaneboston | @mbloomstein 34 Appropriate, Inc. © 2010 More like How do you convey abstract concepts without concrete terms? Make us sound innovative! Traditional, but not conservative.
  • 35. #gilbaneboston | @mbloomstein 35 Appropriate, Inc. © 2010 Traditional, but not conservative. More like Apple Make us sound innovative! How do you convey abstract concepts without concrete terms?
  • 36. #gilbaneboston | @mbloomstein 36 Appropriate, Inc. © 2010 More like Apple?
  • 37. #gilbaneboston | @mbloomstein 37 Appropriate, Inc. © 2010 More like Apple?
  • 38. #gilbaneboston | @mbloomstein 38 Appropriate, Inc. © 2010 More like Apple? How does a black mock turtleneck sound any way?
  • 39. #gilbaneboston | @mbloomstein 39 Appropriate, Inc. © 2010 Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
  • 40. #gilbaneboston | @mbloomstein 40 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms?
  • 41. #gilbaneboston | @mbloomstein 41 Appropriate, Inc. © 2010 Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 42. #gilbaneboston | @mbloomstein 42 Appropriate, Inc. © 2010
  • 43. #gilbaneboston | @mbloomstein 43 Appropriate, Inc. © 2010
  • 44. #gilbaneboston | @mbloomstein 44 Appropriate, Inc. © 2010 Prioritize key messages
  • 45. #gilbaneboston | @mbloomstein 45 Appropriate, Inc. © 2010 Design, write, label, and organize around those messages
  • 46. #gilbaneboston | @mbloomstein 46 Appropriate, Inc. © 2010 Choose content types that support those messages
  • 47. #gilbaneboston | @mbloomstein 47 Appropriate, Inc. © 2010 Why do this? ?
  • 48. #gilbaneboston | @mbloomstein 48 Appropriate, Inc. © 2010 Content and design that share a message architecture drive a more cohesive and consistent user experience.
  • 49. #gilbaneboston | @mbloomstein 49 Appropriate, Inc. © 2010
  • 50. #gilbaneboston | @mbloomstein 50 Appropriate, Inc. © 2010 Use the message architecture to prioritize new features, upsell new content types, and anticipate user-generated content.
  • 51. #gilbaneboston | @mbloomstein 51 Appropriate, Inc. © 2010
  • 52. #gilbaneboston | @mbloomstein 52 Appropriate, Inc. © 2010 Glossary! Social sharing! Live help! Video! Testimonials!
  • 53. #gilbaneboston | @mbloomstein 53 Appropriate, Inc. © 2010
  • 54. #gilbaneboston | @mbloomstein 54 Appropriate, Inc. © 2010 Laid back Minimalist Clean
  • 55. #gilbaneboston | @mbloomstein 55 Appropriate, Inc. © 2010 Get it all right in fewer rounds of revision$
  • 56. #gilbaneboston | @mbloomstein 56 Appropriate, Inc. © 2010 Get it all right in fewer rounds of revision, plus fewer rounds of creative revision easily pay for up-front content strategy. $
  • 57. #gilbaneboston | @mbloomstein 57 Appropriate, Inc. © 2010 Your client wanted a new website because they wanted to say something new, right? Don’t let them waste their money. $
  • 58. #gilbaneboston | @mbloomstein 58 Appropriate, Inc. © 2010 How can you differentiate that message through high-quality content? ?
  • 59. #gilbaneboston | @mbloomstein 59 Appropriate, Inc. © 2010 How can you differentiate that message through high-quality content? Colleen Jones… ?
  • 60. #gilbaneboston | @mbloomstein 60 Appropriate, Inc. © 2010 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein All logos and pictures are property of their respective owners.