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© 2012© 2012
CONTENT STRATEGY: WHAT, WHY,
WHY SHOULD YOU CARE?
Margot Bloomstein
IA Konferenz #IAK12
May 9, 2012
@mbloomstein
3. @mbloomstein #IAK12 3
© 2012
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
4. @mbloomstein #IAK12 4
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
5. @mbloomstein #IAK12 5
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
6. @mbloomstein #IAK12 6
© 2012
Deliverables are
merely punctuation in
the conversation.
Don’t let them replace
the conversation.
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Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
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First things first.
Why even do this…redesign the website,
start a new blog, audit the content,
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© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter,
25. @mbloomstein #IAK12 25
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture,
26. @mbloomstein #IAK12 26
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials,
27. @mbloomstein #IAK12 27
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate class reviews,
28. @mbloomstein #IAK12 28
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate class reviews,
develop new brand guidelines…
29. @mbloomstein #IAK12 29
© 2012
First things first.
Why even do this…redesign the website,
start a new blog, audit the content, start
engaging on Twitter, consolidate the
current site architecture, add video
testimonials, incorporate class reviews,
develop new brand guidelines…
if you don’t know what you need to
communicate?
30. @mbloomstein #IAK12 30
© 2012
If you don’t know WHAT
you need to communicate,
how will you know HOW,
or if you succeed?
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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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.”
“
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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
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© 2012
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.
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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
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Message architecture
Premium
• Quality in taste, feeling, ingredients, interactions
• Approachable: indulgences made accessible
Empowering, responsive, and consistent
• Always gracious and appropriate, polished
• Championing individuals
• Building from European heritage in the US
Community-minding
• Customer-oriented and socially conscious
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Opportunities and problems
• Do consumers feel like we hear them?
• Do we create a sense that products fit a
range of settings and lifestyles?
• Do we communicate the quality of
products in a competitive way?
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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Words are valuable,
but meaningless without
context and priority.
(In a few minutes, we’ll
give them context.)
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Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.
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How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
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Cardsorting
• Pick 1 or 2 people to represent the brand
• Everyone else: put on your content
strategy hats!
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Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut for about 20 minutes.
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Cardsorting
Step two:
• Who we are Who we’d like to be
Think aspirational.
What needs to change?
~10 minutes
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Cardsorting
Step three:
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
~10 minutes
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Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
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So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
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Why do this?
Choose new content types to manifest the
message architecture—not just because
they’re trendy.
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So where to from here?
New content types: prioritize features
against the new communication goals.
Trust and transparency? Testimonials.
Thought leadership? “In the news”
features.
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Message architecture
Passionate about strategic discovery
• Creative, spirited, inspired
• Visionary, innovative thought leader and industry leader
• Flexible
Tactical and hands-on
• In the trenches, in touch
• Detail-oriented and methodical
Pioneering
• Groundbreaking, trend-setting
• Modern and savvy
People-focused and market-driven
• Trusted by medical professionals, researchers, and media
• Industry news source
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Audit to understand what you
have and what you need.
Don’t just do it for fun.
Before you can start, you need
to know why.
What are you trying to learn?
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Every tab tracks the same data
Quantitative:
• Head count: what do we have?
• Is it consistent?
• Are similar content types
consistent in size and structure?
• Is there parity of length, level of
detail, and tone?
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Every tab tracks the same data
Qualitative: is it any good?
• ROT analysis: redundant, outdated, trivial
• Current, relevant, and appropriate
to the message architecture
• Does it serve the communication goals?
• Does it speak to the target audience?
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Each piece of content gets a row
Set up dropdowns to constrain data
• Data Data validation List Sources
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What will you learn?
• What do we have?
• Is it any good?
• Do people even like it? (Check analytics!)
• What do we need to update?
• What do we need to translate?
• Where do we need more?
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© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
87. @mbloomstein #IAK12 87
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
88. @mbloomstein #IAK12 88
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
89. @mbloomstein #IAK12 89
© 2012
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
By whom & when
90. @mbloomstein #IAK12 90
© 2012
But first things first:
What are you trying to
communicate?
What content do you have and
what do you need to do that?
91. @mbloomstein #IAK12 91
© 2012
Danke!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
http://amzn.to/CSatWork