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1
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Embrace greed,
embrace content strategy
Margot Bloomstein
@mbloomstein #VanUE
October 12, 2010
2
Appropriate, Inc. © 2010 #VanUE @mbloomstein
3
Appropriate, Inc. © 2010 #VanUE @mbloomstein
4
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Why content strategy?
5
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Why content strategy?
Because we all want the same things, and
content keeps getting in the way.
(Fail to plan = plan to fail.)
6
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Use content strategy
to get what you want.
7
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Use content strategy
to get what you want.
Designers
Information architects
Interaction designers
Project managers
SEO/SEM specialists
Social media consultants
8
Appropriate, Inc. © 2010 #VanUE @mbloomstein
©Skillset.org
9
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
10
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
Stay in budget
11
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
12
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
13
Appropriate, Inc. © 2010 #VanUE @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
14
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Be greedy.
Demand these things.
On-time delivery, a cohesive
user experience, less stress?
These are not nice-to-haves.
15
Appropriate, Inc. © 2010 #VanUE @mbloomstein
What is content strategy?
Planning for the creation,
aggregation, delivery, and
governance of useful,
usable, and appropriate
content in an experience.
16
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
17
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
18
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Make us look hip!
19
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
20
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More
21
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More like
22
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More like Apple
23
Appropriate, Inc. © 2010 #VanUE @mbloomstein
More like Apple?
24
Appropriate, Inc. © 2010 #VanUE @mbloomstein
More like Apple?
25
Appropriate, Inc. © 2010 #VanUE @mbloomstein
More like Apple?
26
Appropriate, Inc. © 2010 #VanUE @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”
27
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy
can help you
communicate.
28
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy
can help you
communicate—
in less time, money,
and stress.
29
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Question:
How do you visualize
abstract concepts
without concrete terms?
30
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
31
Appropriate, Inc. © 2010 #VanUE @mbloomstein
32
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Prioritize key messages
33
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Design, write, label, and
organize around those
messages
34
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Get it all right in fewer
rounds of revision
35
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Result?
Invest in content strategy
now to preserve time and
budget for design later.
36
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Okay. How are we going to
pay for this?
37
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Fewer rounds of creative
revision easily pay for
content strategy-driven
concepting… especially if
your client uses words to
communicate.
38
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Words are cheaper than comps.
39
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content and design that
share a message architecture
drive a more cohesive and
consistent user experience.
40
Appropriate, Inc. © 2010 #VanUE @mbloomstein
41
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Use the message architecture
to prioritize new features
and content types and
anticipate user-generated
content.
42
Appropriate, Inc. © 2010 #VanUE @mbloomstein
43
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Glossary!
Social sharing!
Live help!
Video!
44
Appropriate, Inc. © 2010 #VanUE @mbloomstein
45
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Laid back
Minimalist
Clean
46
Appropriate, Inc. © 2010 #VanUE @mbloomstein
IAs & PMs…
How do you plan for the
future if you don’t know
what you currently have—
or what you need?
47
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
48
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
49
Appropriate, Inc. © 2010 #VanUE @mbloomstein
What do we have?
50
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Is it still good?
51
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Do we even need it?
52
Appropriate, Inc. © 2010 #VanUE @mbloomstein
How will we get more?
53
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Do folks even like it?
54
Appropriate, Inc. © 2010 #VanUE @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you need to
express the main points,
capture a user’s profile, or
complete interactions?
55
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy!
56
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Conduct a quantitative
and qualitative content
audit
57
Appropriate, Inc. © 2010 #VanUE @mbloomstein
58
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Conduct a head count
59
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
60
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
• Evaluate quality against
the message architecture
61
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Should it stay or should it go?
Is your content still
brand appropriate,
current, and
relevant?
62
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Result?
Content strategy fuels more
comprehensive sitemaps,
wireframes, and a gap
analysis to shape budget.
Not “how many pages,” but
“what do we need in order
to communicate?”
63
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Because you deserve to
know that too.
In advance.
64
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Upsell content types to
meet communication goals
Testimonials
Case studies
Interactive tours
Video interviews
FAQs
Self-service support
. . .
65
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a new look
because they needed to say
something new, right?
66
Appropriate, Inc. © 2010 #VanUE @mbloomstein
But wait!
67
Appropriate, Inc. © 2010 #VanUE @mbloomstein
But wait!
They already have
writers in the marketing
department!
68
Appropriate, Inc. © 2010 #VanUE @mbloomstein
69
Appropriate, Inc. © 2010 #VanUE @mbloomstein
OH NOES!
70
Appropriate, Inc. © 2010 #VanUE @mbloomstein
OH NOES!
71
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy is
metaphorical bacon.
72
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t ask strategic
questions.
Internal resources lack an
outside perspective.
73
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Search engine marketers…
How do you write meta
and ad copy when the copy
for fulfillment pages keeps
changing?
74
Appropriate, Inc. © 2010 #VanUE @mbloomstein
And where should the
user experience begin?
75
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy
can help search engine
marketing “hook” users more
quickly to deliver higher
conversions.
76
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• Map ad copy to the
message architecture
• Translate meta content
for tone, not just keywords
77
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Social media consultants…
How do you get your client
to stop talking about
themselves and genuinely
engage?
78
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Good conversation demands
good content strategy.
(Hi, inbound marketing?)
79
Appropriate, Inc. © 2010 #VanUE @mbloomstein
message architecture
editorial style guidelines
editorial calendar
a consistent multichannel
presence
+
80
Appropriate, Inc. © 2010 #VanUE @mbloomstein
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Confirmed
Hello
I'm Little MOO - the bit of software that will be managing your order with
moo.com. It will shortly be sent to Big MOO, our print machine who will
print it for you in the next few days. I'll let you know when it's done and
on its way to you.
Remember, I'm just a bit of software. So, if you have any questions
regarding your order please first read our Frequently Asked Questions or
contact customer services (who are real people!)
Thanks,
Little MOO, Print Robot
81
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organizational culture
• Maintain fresh, search
engine-friendly content
82
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Content strategy drives
demand—and results.
83
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• Cohesive, consistent UX
• Higher conversions
What do you get out of this?
84
Appropriate, Inc. © 2010 #VanUE @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• Cohesive, consistent UX
• Higher conversions
And yes, you deserve this.
What do you get out of this?
85
Appropriate, Inc. © 2010 #VanUE @mbloomstein
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
www.slideshare.net/mbloomstein
Twitter: #contentstrategy
All logos and pictures are property of their respective owners.

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Embrace greed, embrace content strategy

  • 1. 1 Appropriate, Inc. © 2010 #VanUE @mbloomstein Embrace greed, embrace content strategy Margot Bloomstein @mbloomstein #VanUE October 12, 2010
  • 2. 2 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 3. 3 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 4. 4 Appropriate, Inc. © 2010 #VanUE @mbloomstein Why content strategy?
  • 5. 5 Appropriate, Inc. © 2010 #VanUE @mbloomstein Why content strategy? Because we all want the same things, and content keeps getting in the way. (Fail to plan = plan to fail.)
  • 6. 6 Appropriate, Inc. © 2010 #VanUE @mbloomstein Use content strategy to get what you want.
  • 7. 7 Appropriate, Inc. © 2010 #VanUE @mbloomstein Use content strategy to get what you want. Designers Information architects Interaction designers Project managers SEO/SEM specialists Social media consultants
  • 8. 8 Appropriate, Inc. © 2010 #VanUE @mbloomstein ©Skillset.org
  • 9. 9 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time
  • 10. 10 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time Stay in budget
  • 11. 11 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time Stay in budget Give users what they need
  • 12. 12 Appropriate, Inc. © 2010 #VanUE @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  • 13. 13 Appropriate, Inc. © 2010 #VanUE @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
  • 14. 14 Appropriate, Inc. © 2010 #VanUE @mbloomstein Be greedy. Demand these things. On-time delivery, a cohesive user experience, less stress? These are not nice-to-haves.
  • 15. 15 Appropriate, Inc. © 2010 #VanUE @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 16. 16 Appropriate, Inc. © 2010 #VanUE @mbloomstein Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 17. 17 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
  • 18. 18 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  • 19. 19 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
  • 20. 20 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
  • 21. 21 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
  • 22. 22 Appropriate, Inc. © 2010 #VanUE @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
  • 23. 23 Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple?
  • 24. 24 Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple?
  • 25. 25 Appropriate, Inc. © 2010 #VanUE @mbloomstein More like Apple?
  • 26. 26 Appropriate, Inc. © 2010 #VanUE @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”
  • 27. 27 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help you communicate.
  • 28. 28 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
  • 29. 29 Appropriate, Inc. © 2010 #VanUE @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  • 30. 30 Appropriate, Inc. © 2010 #VanUE @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 31. 31 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 32. 32 Appropriate, Inc. © 2010 #VanUE @mbloomstein Prioritize key messages
  • 33. 33 Appropriate, Inc. © 2010 #VanUE @mbloomstein Design, write, label, and organize around those messages
  • 34. 34 Appropriate, Inc. © 2010 #VanUE @mbloomstein Get it all right in fewer rounds of revision
  • 35. 35 Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
  • 36. 36 Appropriate, Inc. © 2010 #VanUE @mbloomstein Okay. How are we going to pay for this?
  • 37. 37 Appropriate, Inc. © 2010 #VanUE @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
  • 38. 38 Appropriate, Inc. © 2010 #VanUE @mbloomstein Words are cheaper than comps.
  • 39. 39 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
  • 40. 40 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 41. 41 Appropriate, Inc. © 2010 #VanUE @mbloomstein Use the message architecture to prioritize new features and content types and anticipate user-generated content.
  • 42. 42 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 43. 43 Appropriate, Inc. © 2010 #VanUE @mbloomstein Glossary! Social sharing! Live help! Video!
  • 44. 44 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 45. 45 Appropriate, Inc. © 2010 #VanUE @mbloomstein Laid back Minimalist Clean
  • 46. 46 Appropriate, Inc. © 2010 #VanUE @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need?
  • 47. 47 Appropriate, Inc. © 2010 #VanUE @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 48. 48 Appropriate, Inc. © 2010 #VanUE @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 49. 49 Appropriate, Inc. © 2010 #VanUE @mbloomstein What do we have?
  • 50. 50 Appropriate, Inc. © 2010 #VanUE @mbloomstein Is it still good?
  • 51. 51 Appropriate, Inc. © 2010 #VanUE @mbloomstein Do we even need it?
  • 52. 52 Appropriate, Inc. © 2010 #VanUE @mbloomstein How will we get more?
  • 53. 53 Appropriate, Inc. © 2010 #VanUE @mbloomstein Do folks even like it?
  • 54. 54 Appropriate, Inc. © 2010 #VanUE @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions?
  • 55. 55 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy!
  • 56. 56 Appropriate, Inc. © 2010 #VanUE @mbloomstein Conduct a quantitative and qualitative content audit
  • 57. 57 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 58. 58 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count
  • 59. 59 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  • 60. 60 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  • 61. 61 Appropriate, Inc. © 2010 #VanUE @mbloomstein Should it stay or should it go? Is your content still brand appropriate, current, and relevant?
  • 62. 62 Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? Content strategy fuels more comprehensive sitemaps, wireframes, and a gap analysis to shape budget. Not “how many pages,” but “what do we need in order to communicate?”
  • 63. 63 Appropriate, Inc. © 2010 #VanUE @mbloomstein Because you deserve to know that too. In advance.
  • 64. 64 Appropriate, Inc. © 2010 #VanUE @mbloomstein Upsell content types to meet communication goals Testimonials Case studies Interactive tours Video interviews FAQs Self-service support . . .
  • 65. 65 Appropriate, Inc. © 2010 #VanUE @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  • 66. 66 Appropriate, Inc. © 2010 #VanUE @mbloomstein But wait!
  • 67. 67 Appropriate, Inc. © 2010 #VanUE @mbloomstein But wait! They already have writers in the marketing department!
  • 68. 68 Appropriate, Inc. © 2010 #VanUE @mbloomstein
  • 69. 69 Appropriate, Inc. © 2010 #VanUE @mbloomstein OH NOES!
  • 70. 70 Appropriate, Inc. © 2010 #VanUE @mbloomstein OH NOES!
  • 71. 71 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy is metaphorical bacon.
  • 72. 72 Appropriate, Inc. © 2010 #VanUE @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
  • 73. 73 Appropriate, Inc. © 2010 #VanUE @mbloomstein Search engine marketers… How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
  • 74. 74 Appropriate, Inc. © 2010 #VanUE @mbloomstein And where should the user experience begin?
  • 75. 75 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
  • 76. 76 Appropriate, Inc. © 2010 #VanUE @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
  • 77. 77 Appropriate, Inc. © 2010 #VanUE @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage?
  • 78. 78 Appropriate, Inc. © 2010 #VanUE @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
  • 79. 79 Appropriate, Inc. © 2010 #VanUE @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
  • 80. 80 Appropriate, Inc. © 2010 #VanUE @mbloomstein From: Little MOO | Print Robot <noreply@moo.com> Subject: MOO | Order 0629312615 | Confirmed Hello I'm Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you. Remember, I'm just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!) Thanks, Little MOO, Print Robot
  • 81. 81 Appropriate, Inc. © 2010 #VanUE @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
  • 82. 82 Appropriate, Inc. © 2010 #VanUE @mbloomstein Content strategy drives demand—and results.
  • 83. 83 Appropriate, Inc. © 2010 #VanUE @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions What do you get out of this?
  • 84. 84 Appropriate, Inc. © 2010 #VanUE @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions And yes, you deserve this. What do you get out of this?
  • 85. 85 Appropriate, Inc. © 2010 #VanUE @mbloomstein Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com www.slideshare.net/mbloomstein Twitter: #contentstrategy All logos and pictures are property of their respective owners.