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Faster, easier, better, GIMME! Use content strategy to your advantage

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Hear noise about timelines and budgets? That rumble is yet another interactive team trying to work content strategy into their existing user experience process. So let’s get personal: why should you care? More importantly, what’s in it for you?

If you’re an information architect, interaction designer, search engine marketer, social media strategist, account manager, or project manager, you’ve got a lot on your plate. Vague client requirements? Check. Endless rounds of revision? More than you can count. And that’s exactly where content strategy can help!

As annoyingly peppy exercise enthusiasts can tell you, waking up to an early-morning run really can give you more energy throughout the day. Content strategy can do the same thing: we’ll discuss how you can incorporate the techniques, thinking, and deliverables of this practice to actually enrich your own work, drive your clients to deliver, help you save time, and shift budget to more worthwhile activities.

Presented at Web 2.0 NYC (#w2e) September 29, 2010.

Veröffentlicht in: Design

Faster, easier, better, GIMME! Use content strategy to your advantage

  1. 1 Appropriate, Inc. © 2010 #W2E @mbloomstein Faster! Easier! Better! GIMME! Use content strategy to your advantage Margot Bloomstein @mbloomstein #W2E September 29, 2010
  2. 2 Appropriate, Inc. © 2010 #W2E @mbloomstein
  3. 3 Appropriate, Inc. © 2010 #W2E @mbloomstein
  4. 4 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
  5. 5 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
  6. 6 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want. Designers Information architects Interaction designers Project managers SEO/SEM specialists Social media consultants
  7. 7 Appropriate, Inc. © 2010 #W2E @mbloomstein ©Skillset.org
  8. 8 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time
  9. 9 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget
  10. 10 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need
  11. 11 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  12. 12 Appropriate, Inc. © 2010 #W2E @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
  13. 13 Appropriate, Inc. © 2010 #W2E @mbloomstein This is where content strategy can help!
  14. 14 Appropriate, Inc. © 2010 #W2E @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  15. 15 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
  16. 16 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  17. 17 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
  18. 18 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
  19. 19 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
  20. 20 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
  21. 21 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
  22. 22 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
  23. 23 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
  24. 24 Appropriate, Inc. © 2010 #W2E @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”
  25. 25 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate.
  26. 26 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
  27. 27 Appropriate, Inc. © 2010 #W2E @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  28. 28 Appropriate, Inc. © 2010 #W2E @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  29. 29 Appropriate, Inc. © 2010 #W2E @mbloomstein
  30. 30 Appropriate, Inc. © 2010 #W2E @mbloomstein Prioritize key messages
  31. 31 Appropriate, Inc. © 2010 #W2E @mbloomstein Design, write, label, and organize around those messages
  32. 32 Appropriate, Inc. © 2010 #W2E @mbloomstein Get it all right in fewer rounds of revision
  33. 33 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
  34. 34 Appropriate, Inc. © 2010 #W2E @mbloomstein
  35. 35 Appropriate, Inc. © 2010 #W2E @mbloomstein
  36. 36 Appropriate, Inc. © 2010 #W2E @mbloomstein Okay. How are we going to pay for this?
  37. 37 Appropriate, Inc. © 2010 #W2E @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 #W2E @mbloomstein Words are cheaper than comps.
  39. 39 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy helps you sell your clients on predictability.
  40. 40 Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps them • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts
  41. 41 Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
  42. 42 Appropriate, Inc. © 2010 #W2E @mbloomstein Design supports content types and lengths! Layout offers context! Templates accommodate— not fight—user-generated content!
  43. 43 Appropriate, Inc. © 2010 #W2E @mbloomstein
  44. 44 Appropriate, Inc. © 2010 #W2E @mbloomstein
  45. 45 Appropriate, Inc. © 2010 #W2E @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
  46. 46 Appropriate, Inc. © 2010 #W2E @mbloomstein
  47. 47 Appropriate, Inc. © 2010 #W2E @mbloomstein
  48. 48 Appropriate, Inc. © 2010 #W2E @mbloomstein Glossary! Social sharing! Live help! Video!
  49. 49 Appropriate, Inc. © 2010 #W2E @mbloomstein
  50. 50 Appropriate, Inc. © 2010 #W2E @mbloomstein Laid back Minimalist Clean
  51. 51 Appropriate, Inc. © 2010 #W2E @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need?
  52. 52 Appropriate, Inc. © 2010 #W2E @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  53. 53 Appropriate, Inc. © 2010 #W2E @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  54. 54 Appropriate, Inc. © 2010 #W2E @mbloomstein What do we have?
  55. 55 Appropriate, Inc. © 2010 #W2E @mbloomstein Is it still good?
  56. 56 Appropriate, Inc. © 2010 #W2E @mbloomstein Do we even need it?
  57. 57 Appropriate, Inc. © 2010 #W2E @mbloomstein How will we get more?
  58. 58 Appropriate, Inc. © 2010 #W2E @mbloomstein Do folks even like it?
  59. 59 Appropriate, Inc. © 2010 #W2E @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?
  60. 60 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy!
  61. 61 Appropriate, Inc. © 2010 #W2E @mbloomstein Develop a quantitative and qualitative content audit
  62. 62 Appropriate, Inc. © 2010 #W2E @mbloomstein
  63. 63 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count
  64. 64 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  65. 65 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  66. 66 Appropriate, Inc. © 2010 #W2E @mbloomstein Is content brand-appropriate, current, and relevant?
  67. 67 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis.
  68. 68 Appropriate, Inc. © 2010 #W2E @mbloomstein Because you deserve to know that too. In advance.
  69. 69 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy informs brand-appropriate calls to action & site-wide nomenclature.
  70. 70 Appropriate, Inc. © 2010 #W2E @mbloomstein Result part 2: opportunity • ID new content types • prep the client for them • upsell case studies • gather testimonials
  71. 71 Appropriate, Inc. © 2010 #W2E @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  72. 72 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait!
  73. 73 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait! They already have writers in the marketing department!
  74. 74 Appropriate, Inc. © 2010 #W2E @mbloomstein
  75. 75 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
  76. 76 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
  77. 77 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy is metaphorical bacon.
  78. 78 Appropriate, Inc. © 2010 #W2E @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
  79. 79 Appropriate, Inc. © 2010 #W2E @mbloomstein Search engine marketers… How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
  80. 80 Appropriate, Inc. © 2010 #W2E @mbloomstein And where should the user experience begin?
  81. 81 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
  82. 82 Appropriate, Inc. © 2010 #W2E @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
  83. 83 Appropriate, Inc. © 2010 #W2E @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage?
  84. 84 Appropriate, Inc. © 2010 #W2E @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
  85. 85 Appropriate, Inc. © 2010 #W2E @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
  86. 86 Appropriate, Inc. © 2010 #W2E @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
  87. 87 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
  88. 88 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy drives demand—and results.
  89. 89 Appropriate, Inc. © 2010 #W2E @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions What do you get out of this?
  90. 90 Appropriate, Inc. © 2010 #W2E @mbloomstein No peanut butter, just happiness. (For you, users, & clients)
  91. 91 Appropriate, Inc. © 2010 #W2E @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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