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© 2014© 2014
Establishing a brand-driven
message architecture
Margot Bloomstein
HOW Design Live 051214
@mbloomstein #HOWLive
3. @mbloomstein | #HOWLive 3
© 2014
Content and design—
and processes to create them—
best complement each other through
content strategy.
@mbloomstein | #HOWLive 3
4. @mbloomstein | #HOWLive 4
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
8. @mbloomstein | #HOWLive 8
© 2014
Because we all want the same thing,
but content keeps getting in the way.
Content requires time
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Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
18. @mbloomstein | #HOWLive 18
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
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Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
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Why content strategy?
Without the team killing each other
over differences in opinion and
changing goals
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© 2014
More like Apple’s “message
architecture”
Confident but approachable; accessible
Simple
Minimal detail
Streamlined and anticipatory
Inviting, friendly
Supportive but not fawning
28. @mbloomstein | #HOWLive 28
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Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
31. @mbloomstein | #HOWLive 31
© 2014
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
34. @mbloomstein | #HOWLive 34
© 2014
Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.
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Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
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First things first.
start blogging, audit the content,
consolidate site architecture, add video
testimonials, incorporate reviews, relaunch
the site, develop new brand guidelines,
switch to a new CMS, or go “mobile first”…
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© 2014
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.”
45. @mbloomstein | #HOWLive 45
© 2014
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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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.
52. @mbloomstein | #HOWLive 52
© 2014
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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Premium technology
Classic design
Cheekiness
• Smart, “punny,” hip
• Fun, gleeful
…in the choice of features and
content types
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Not all channels are appropriate
for every brand or audience.
• Annual reports
• Articles on your site
• Articles on other sites
• Blogs
• Books
• Branded tools
• Case studies
• Digital magazines
• eBooks
• Email newsletters
• Facebook posts
• Games
• In-person events
• Infographics
• Licensed/syndicated
content
• LinkedIn posts
• Microsites
• Mobile apps
• Online presentations
• Podcasts
• Print magazines
• Print newsletters
• Research reports
• Twitter
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
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© 2014
Not all channels are appropriate
for every brand or audience.
• Annual reports
• Articles on your site
• Articles on other sites
• Blogs
• Books
• Branded tools
• Case studies
• Digital magazines
• eBooks
• Email newsletters
• Facebook posts
• Games
• In-person events
• Infographics
• Licensed/syndicated
content
• LinkedIn posts
• Microsites
• Mobile apps
• Online presentations
• Podcasts
• Print magazines
• Print newsletters
• Research reports
• Twitter
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
60. @mbloomstein | #HOWLive 60
© 2014
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more accessible
• Trusted in brand and quality
Empowering
• Entrepreneurial: Innovating, championing individuals and successes
• Market driving: strategic and proactive
• Professional and consistent through experience and being responsive
Community-minded
• Engaged with the Lindt family
• Customer-oriented
• Socially conscious
Message architecture
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Message architecture drives
a consistent user experience,
visually and verbally.
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Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
• Serif body copy
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Imagery of individual impact
• People engaged with product and offsite
community service—not just product or
just results of service
• Team breadth and diversity of role,
gender, ethnicity, and age
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Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
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Message
architecture
Content
audit
Content
types
Content model
& matrix
Editorial style
guidelines and
calendar
70. @mbloomstein | #HOWLive 70
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
71. @mbloomstein | #HOWLive 71
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What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
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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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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
• Groups of 7 – 10
• Pick 4 people to represent the brand
• Everyone else: put on your content
strategy hats!
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Who we are Who we’d like to be
Be aspirational. What needs to change?
Step 2
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• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3
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Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.
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© 2014
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All photography © Margot Bloomstein unless otherwise noted.
Screen grabs property of their respective owners at time of capture.