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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content Strategy:
What’s in it for you?
Margot Bloomstein
SXSW March 12, 2010
#SXSWi / #CSWIIFY
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Now, let’s talk about you!
Designers
Information architects
Interaction designers
Project managers
Search engine marketers
Social media consultants
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Planning for the creation,
aggregation, delivery,
and governance of useful,
usable, and appropriate
content in an experience.
What is content strategy?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Make us look hip!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More
21. 21
Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More like
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Traditional, but
not conservative.
Make us look hip!
More like Apple
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
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”
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy can
help you communicate
as a designer—
and through design.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Get store hours & address
Comment on a post
Find a product (and buy it)
Publish their pictures
Research a disease
Share advice
Read the news
Content is the reason
why people use the web.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Question:
How do you visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Brand-oriented
content strategy
can save time and
budget for design
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
• Get it right in fewer
rounds of revision
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Budget?
Fewer rounds of creative
revision easily pay for
content strategy-driven
concepting… especially if
your client uses words to
communicate.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you offer your
clients predictability.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Predictability for them
• Plan for photo shoots
• Anticipate content types
• Gather testimonials
• Write to exact specs for
keywords & character
counts
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Predictability for you
• Design for specific content
types and character counts
• Anticipate UGC structure
• Create more interesting
templates
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
The difference?
• Design anticipates specific
content types & lengths
• Layout offers rich context
• More interesting templates
accommodate UGC
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content and visual design
that share a message
architecture can foster a
more cohesive, consistent,
and richer user experience.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Information architects & PMs
How do you plan for the
future if you don’t know
what you currently have—
or what you need?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
What do we have?
©http://www.flickr.com/photos/ojaipatrick/142901730/
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you need
to express the main points
or complete interactions?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
requires a quantitative and
qualitative content audit
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Conduct a head count
• Check for parity in length,
consistency in structure
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Conduct a head count
• Check for parity in length,
consistency in structure
• Evaluate quality
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Is the content
• current,
• appropriate, &
• relevant?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
informs a more thorough,
comprehensive sitemap and
wireframes
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
drives brand-appropriate
calls to action and site
nomenclature
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
informs a more useful gap
analysis against the new
message architecture.
(What do we need, anyhow?)
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
drives opportunity:
• ID new content types
• prep the client for them
• research case studies
• gather testimonials
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a new look
because they needed to say
something new, right?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
But wait!
They already have
writers in the marketing
department!
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t hit the strategic
questions.
Internal resources lack an
outside perspective.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Search engine marketers
How do you write meta
and ad copy when the copy
for fulfillment pages keeps
changing?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you “hook” users
more quickly to deliver
higher conversions.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• Map ad copy to the
message architecture
• Translate meta content
for tone, not just keywords
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Social media strategists
How do you get your client
to stop talking about
themselves and genuinely
engage?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Most organizations are determined
to talk about themselves instead of
interacting with audiences or
creating two-way content.
—Jeff Cutler
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Good conversation demands
good content strategy.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you prioritize
communication goals to
ensure consistency—
yes, even on Twitter.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Editorial style guidelines
and an editorial calendar
support writers for a
consistent multi-channel
presence.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Content strategy
can help you develop an
editorial calendar with
workflow to plan, create,
and expire content.
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• More cohesive UX
• Higher conversions
• Happier everyone!
Why do this?
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Additional resources
• Twitter: #contentstrategy
• SXSW Content Strategy workshop
track—stay right here!
• LinkedIn Content Strategy group
• ContentStrategy.com
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Thank you!
Melissa Casburn
CC Chapman
Kristen Connor
Jeff Cram
Jeff Cutler
Bruce Demers
John Eckman
Will Evans
Heather Haavaldsrud
Kristina Halvorson
Whitney Hess
Colleen Jones
Erin Kissane
Mike Lohmiller
Rachel Lovinger
Matt Magee
Jeff MacIntyre
Elena Melendy
Kevin Nichols
Mike Schneider
Valeska Whitney
Carolyn Wood
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Appropriate, Inc. © 2010 #SXSWi / #CSWIIFY @mbloomstein
Thank you!
Margot Bloomstein
Twitter: @mbloomstein
www.slideshare.net/mbloomstein
mbloomstein@appropriateinc.com
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