SlideShare ist ein Scribd-Unternehmen logo

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

•
•
Margot Bloomstein
Margot Bloomstein

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.

Design
1 von 91
Downloaden Sie, um offline zu lesen
1 Appropriate, Inc. © 2010 #W2E @mbloomstein Faster! Easier! Better! GIMME! Use content strategy to your advantage Margot Bloomstein @mbloomstein #W2E September 29, 2010
2 Appropriate, Inc. © 2010 #W2E @mbloomstein
3 Appropriate, Inc. © 2010 #W2E @mbloomstein
4 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
5 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
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 Appropriate, Inc. © 2010 #W2E @mbloomstein ©Skillset.org
8 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time
9 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget
10 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need
11 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
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 Appropriate, Inc. © 2010 #W2E @mbloomstein This is where content strategy can help!
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
16 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
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 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 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 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 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
22 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
23 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate.
26 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
27 Appropriate, Inc. © 2010 #W2E @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
28 Appropriate, Inc. © 2010 #W2E @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
29 Appropriate, Inc. © 2010 #W2E @mbloomstein
30 Appropriate, Inc. © 2010 #W2E @mbloomstein Prioritize key messages
31 Appropriate, Inc. © 2010 #W2E @mbloomstein Design, write, label, and organize around those messages
32 Appropriate, Inc. © 2010 #W2E @mbloomstein Get it all right in fewer rounds of revision
33 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
34 Appropriate, Inc. © 2010 #W2E @mbloomstein
35 Appropriate, Inc. © 2010 #W2E @mbloomstein
36 Appropriate, Inc. © 2010 #W2E @mbloomstein Okay. How are we going to pay for this?
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Words are cheaper than comps.
39 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy helps you sell your clients on predictability.
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
42 Appropriate, Inc. © 2010 #W2E @mbloomstein Design supports content types and lengths! Layout offers context! Templates accommodate— not fight—user-generated content!
43 Appropriate, Inc. © 2010 #W2E @mbloomstein
44 Appropriate, Inc. © 2010 #W2E @mbloomstein
45 Appropriate, Inc. © 2010 #W2E @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
46 Appropriate, Inc. © 2010 #W2E @mbloomstein
47 Appropriate, Inc. © 2010 #W2E @mbloomstein
48 Appropriate, Inc. © 2010 #W2E @mbloomstein Glossary! Social sharing! Live help! Video!
49 Appropriate, Inc. © 2010 #W2E @mbloomstein
50 Appropriate, Inc. © 2010 #W2E @mbloomstein Laid back Minimalist Clean
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
53 Appropriate, Inc. © 2010 #W2E @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
54 Appropriate, Inc. © 2010 #W2E @mbloomstein What do we have?
55 Appropriate, Inc. © 2010 #W2E @mbloomstein Is it still good?
56 Appropriate, Inc. © 2010 #W2E @mbloomstein Do we even need it?
57 Appropriate, Inc. © 2010 #W2E @mbloomstein How will we get more?
58 Appropriate, Inc. © 2010 #W2E @mbloomstein Do folks even like it?
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy!
61 Appropriate, Inc. © 2010 #W2E @mbloomstein Develop a quantitative and qualitative content audit
62 Appropriate, Inc. © 2010 #W2E @mbloomstein
63 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count
64 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Is content brand-appropriate, current, and relevant?
67 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis.
68 Appropriate, Inc. © 2010 #W2E @mbloomstein Because you deserve to know that too. In advance.
69 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy informs brand-appropriate calls to action & site-wide nomenclature.
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 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 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait!
73 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait! They already have writers in the marketing department!
74 Appropriate, Inc. © 2010 #W2E @mbloomstein
75 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
76 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
77 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy is metaphorical bacon.
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 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 Appropriate, Inc. © 2010 #W2E @mbloomstein And where should the user experience begin?
81 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
82 Appropriate, Inc. © 2010 #W2E @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
83 Appropriate, Inc. © 2010 #W2E @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage?
84 Appropriate, Inc. © 2010 #W2E @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
85 Appropriate, Inc. © 2010 #W2E @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
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 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
88 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy drives demand—and results.
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 Appropriate, Inc. © 2010 #W2E @mbloomstein No peanut butter, just happiness. (For you, users, & clients)
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.

Empfohlen

Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Margot Bloomstein
 
Tuning in your multichannel content strategy
Tuning in your multichannel content strategyTuning in your multichannel content strategy
Tuning in your multichannel content strategyMargot Bloomstein
 
Designing for digital PR
Designing for digital PRDesigning for digital PR
Designing for digital PRJazmin Batisti
 
The Brand as Publisher Masterplan - Content Marketing for the Next Decade
The Brand as Publisher Masterplan - Content Marketing for the Next DecadeThe Brand as Publisher Masterplan - Content Marketing for the Next Decade
The Brand as Publisher Masterplan - Content Marketing for the Next DecadeSimon Penson
 
Do Conversion Optimization Like the Pros
Do Conversion Optimization Like the ProsDo Conversion Optimization Like the Pros
Do Conversion Optimization Like the ProsChris Goward
 
Drone Videos and Their Effect on Social Media and Content Marketing
Drone Videos and Their Effect on Social Media and Content MarketingDrone Videos and Their Effect on Social Media and Content Marketing
Drone Videos and Their Effect on Social Media and Content Marketingsemrush_webinars
 
Spring into Action Webinar: The A/B Testing Idea Engine
Spring into Action Webinar: The A/B Testing Idea EngineSpring into Action Webinar: The A/B Testing Idea Engine
Spring into Action Webinar: The A/B Testing Idea EngineOptimizely
 
Day 5
Day 5Day 5
Day 5Ahmed Riad
 

Empfohlen

Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Waking up in Seattle: you're the one that they want!
Waking up in Seattle: you're the one that they want!Margot Bloomstein
 
Tuning in your multichannel content strategy
Tuning in your multichannel content strategyTuning in your multichannel content strategy
Tuning in your multichannel content strategyMargot Bloomstein
 
Designing for digital PR
Designing for digital PRDesigning for digital PR
Designing for digital PRJazmin Batisti
 
The Brand as Publisher Masterplan - Content Marketing for the Next Decade
The Brand as Publisher Masterplan - Content Marketing for the Next DecadeThe Brand as Publisher Masterplan - Content Marketing for the Next Decade
The Brand as Publisher Masterplan - Content Marketing for the Next DecadeSimon Penson
 
Do Conversion Optimization Like the Pros
Do Conversion Optimization Like the ProsDo Conversion Optimization Like the Pros
Do Conversion Optimization Like the ProsChris Goward
 
Drone Videos and Their Effect on Social Media and Content Marketing
Drone Videos and Their Effect on Social Media and Content MarketingDrone Videos and Their Effect on Social Media and Content Marketing
Drone Videos and Their Effect on Social Media and Content Marketingsemrush_webinars
 
Spring into Action Webinar: The A/B Testing Idea Engine
Spring into Action Webinar: The A/B Testing Idea EngineSpring into Action Webinar: The A/B Testing Idea Engine
Spring into Action Webinar: The A/B Testing Idea EngineOptimizely
 
Day 5
Day 5Day 5
Day 5Ahmed Riad
 
How to Create a Conversion Optimization Strategy that Gets Results
How to Create a Conversion Optimization Strategy that Gets ResultsHow to Create a Conversion Optimization Strategy that Gets Results
How to Create a Conversion Optimization Strategy that Gets ResultsChris Goward
 
Wider funnel&ifbyphone july15
Wider funnel&ifbyphone july15Wider funnel&ifbyphone july15
Wider funnel&ifbyphone july15Chris Goward
 
Segment. Personalize. Optimize - by Chris Goward
Segment. Personalize. Optimize - by Chris GowardSegment. Personalize. Optimize - by Chris Goward
Segment. Personalize. Optimize - by Chris GowardChris Goward
 
Shop.org BootCamp Keynote
Shop.org BootCamp KeynoteShop.org BootCamp Keynote
Shop.org BootCamp KeynoteChris Goward
 
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...Chris Goward
 
Strategic personalization: Better process, better insights, better sales.
Strategic personalization: Better process, better insights, better sales.Strategic personalization: Better process, better insights, better sales.
Strategic personalization: Better process, better insights, better sales.Chris Goward
 
Bad SEO Habits Meetup
Bad SEO Habits MeetupBad SEO Habits Meetup
Bad SEO Habits MeetupSemrush
 
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan LillisTop 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan LillisChris Goward
 
Webinar B2B CRO & magento
Webinar B2B CRO & magentoWebinar B2B CRO & magento
Webinar B2B CRO & magentoChris Goward
 
Top Tips for Immediate Conversion Optimization
Top Tips for Immediate Conversion OptimizationTop Tips for Immediate Conversion Optimization
Top Tips for Immediate Conversion OptimizationChris Goward
 
Market and Customer Development - Entrepreneurship 101
Market and Customer Development - Entrepreneurship 101 Market and Customer Development - Entrepreneurship 101
Market and Customer Development - Entrepreneurship 101 MaRS Discovery District
 
Google Top 10 Tips
Google Top 10 TipsGoogle Top 10 Tips
Google Top 10 TipsDavid Viney
 
How to increase your sales by more than 40% like weBoost did
How to increase your sales by more than 40% like weBoost didHow to increase your sales by more than 40% like weBoost did
How to increase your sales by more than 40% like weBoost didChris Goward
 
Create your never-ending marketing idea engine for A/B testing and personaliz...
Create your never-ending marketing idea engine for A/B testing and personaliz...Create your never-ending marketing idea engine for A/B testing and personaliz...
Create your never-ending marketing idea engine for A/B testing and personaliz...Chris Goward
 
Learn from failed A/B tests to create winning results
Learn from failed A/B tests to create winning resultsLearn from failed A/B tests to create winning results
Learn from failed A/B tests to create winning resultsChris Goward
 
Persuasive Powerpoint
Persuasive PowerpointPersuasive Powerpoint
Persuasive PowerpointRyan Van Wagenen
 
[Webinar] Beyond CRO Basics
[Webinar] Beyond CRO Basics[Webinar] Beyond CRO Basics
[Webinar] Beyond CRO BasicsJill Martay
 
How to Get the Best Conversion Optimization Results
How to Get the Best Conversion Optimization ResultsHow to Get the Best Conversion Optimization Results
How to Get the Best Conversion Optimization ResultsChris Goward
 
Mobile conversion optimization with Chris Goward of WiderFunnel
Mobile conversion optimization with Chris Goward of WiderFunnelMobile conversion optimization with Chris Goward of WiderFunnel
Mobile conversion optimization with Chris Goward of WiderFunnelChris Goward
 
Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXMargot Bloomstein
 
Leave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyLeave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyMargot Bloomstein
 
Content Strategy What's in it for you? at SXSW
Content Strategy What's in it for you? at SXSWContent Strategy What's in it for you? at SXSW
Content Strategy What's in it for you? at SXSWMargot Bloomstein
 

Weitere ähnliche Inhalte

Was ist angesagt?

How to Create a Conversion Optimization Strategy that Gets Results
How to Create a Conversion Optimization Strategy that Gets ResultsHow to Create a Conversion Optimization Strategy that Gets Results
How to Create a Conversion Optimization Strategy that Gets ResultsChris Goward
 
Wider funnel&ifbyphone july15
Wider funnel&ifbyphone july15Wider funnel&ifbyphone july15
Wider funnel&ifbyphone july15Chris Goward
 
Segment. Personalize. Optimize - by Chris Goward
Segment. Personalize. Optimize - by Chris GowardSegment. Personalize. Optimize - by Chris Goward
Segment. Personalize. Optimize - by Chris GowardChris Goward
 
Shop.org BootCamp Keynote
Shop.org BootCamp KeynoteShop.org BootCamp Keynote
Shop.org BootCamp KeynoteChris Goward
 
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...Chris Goward
 
Strategic personalization: Better process, better insights, better sales.
Strategic personalization: Better process, better insights, better sales.Strategic personalization: Better process, better insights, better sales.
Strategic personalization: Better process, better insights, better sales.Chris Goward
 
Bad SEO Habits Meetup
Bad SEO Habits MeetupBad SEO Habits Meetup
Bad SEO Habits MeetupSemrush
 
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan LillisTop 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan LillisChris Goward
 
Webinar B2B CRO & magento
Webinar B2B CRO & magentoWebinar B2B CRO & magento
Webinar B2B CRO & magentoChris Goward
 
Top Tips for Immediate Conversion Optimization
Top Tips for Immediate Conversion OptimizationTop Tips for Immediate Conversion Optimization
Top Tips for Immediate Conversion OptimizationChris Goward
 
Market and Customer Development - Entrepreneurship 101
Market and Customer Development - Entrepreneurship 101 Market and Customer Development - Entrepreneurship 101
Market and Customer Development - Entrepreneurship 101 MaRS Discovery District
 
Google Top 10 Tips
Google Top 10 TipsGoogle Top 10 Tips
Google Top 10 TipsDavid Viney
 
How to increase your sales by more than 40% like weBoost did
How to increase your sales by more than 40% like weBoost didHow to increase your sales by more than 40% like weBoost did
How to increase your sales by more than 40% like weBoost didChris Goward
 
Create your never-ending marketing idea engine for A/B testing and personaliz...
Create your never-ending marketing idea engine for A/B testing and personaliz...Create your never-ending marketing idea engine for A/B testing and personaliz...
Create your never-ending marketing idea engine for A/B testing and personaliz...Chris Goward
 
Learn from failed A/B tests to create winning results
Learn from failed A/B tests to create winning resultsLearn from failed A/B tests to create winning results
Learn from failed A/B tests to create winning resultsChris Goward
 
[Webinar] Beyond CRO Basics
[Webinar] Beyond CRO Basics[Webinar] Beyond CRO Basics
[Webinar] Beyond CRO BasicsJill Martay
 
How to Get the Best Conversion Optimization Results
How to Get the Best Conversion Optimization ResultsHow to Get the Best Conversion Optimization Results
How to Get the Best Conversion Optimization ResultsChris Goward
 
Mobile conversion optimization with Chris Goward of WiderFunnel
Mobile conversion optimization with Chris Goward of WiderFunnelMobile conversion optimization with Chris Goward of WiderFunnel
Mobile conversion optimization with Chris Goward of WiderFunnelChris Goward
 

Was ist angesagt? (19)

How to Create a Conversion Optimization Strategy that Gets Results
How to Create a Conversion Optimization Strategy that Gets ResultsHow to Create a Conversion Optimization Strategy that Gets Results
How to Create a Conversion Optimization Strategy that Gets Results
 
Wider funnel&ifbyphone july15
Wider funnel&ifbyphone july15Wider funnel&ifbyphone july15
Wider funnel&ifbyphone july15
 
Segment. Personalize. Optimize - by Chris Goward
Segment. Personalize. Optimize - by Chris GowardSegment. Personalize. Optimize - by Chris Goward
Segment. Personalize. Optimize - by Chris Goward
 
Shop.org BootCamp Keynote
Shop.org BootCamp KeynoteShop.org BootCamp Keynote
Shop.org BootCamp Keynote
 
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...
Webinar Slides: How to Use Conversion Rate Optimization to Surpass 1 Million ...
 
Strategic personalization: Better process, better insights, better sales.
Strategic personalization: Better process, better insights, better sales.Strategic personalization: Better process, better insights, better sales.
Strategic personalization: Better process, better insights, better sales.
 
Bad SEO Habits Meetup
Bad SEO Habits MeetupBad SEO Habits Meetup
Bad SEO Habits Meetup
 
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan LillisTop 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis
Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis
 
Webinar B2B CRO & magento
Webinar B2B CRO & magentoWebinar B2B CRO & magento
Webinar B2B CRO & magento
 
Top Tips for Immediate Conversion Optimization
Top Tips for Immediate Conversion OptimizationTop Tips for Immediate Conversion Optimization
Top Tips for Immediate Conversion Optimization
 
Market and Customer Development - Entrepreneurship 101
Market and Customer Development - Entrepreneurship 101 Market and Customer Development - Entrepreneurship 101
Market and Customer Development - Entrepreneurship 101
 
Google Top 10 Tips
Google Top 10 TipsGoogle Top 10 Tips
Google Top 10 Tips
 
How to increase your sales by more than 40% like weBoost did
How to increase your sales by more than 40% like weBoost didHow to increase your sales by more than 40% like weBoost did
How to increase your sales by more than 40% like weBoost did
 
Create your never-ending marketing idea engine for A/B testing and personaliz...
Create your never-ending marketing idea engine for A/B testing and personaliz...Create your never-ending marketing idea engine for A/B testing and personaliz...
Create your never-ending marketing idea engine for A/B testing and personaliz...
 
Learn from failed A/B tests to create winning results
Learn from failed A/B tests to create winning resultsLearn from failed A/B tests to create winning results
Learn from failed A/B tests to create winning results
 
Persuasive Powerpoint
Persuasive PowerpointPersuasive Powerpoint
Persuasive Powerpoint
 
[Webinar] Beyond CRO Basics
[Webinar] Beyond CRO Basics[Webinar] Beyond CRO Basics
[Webinar] Beyond CRO Basics
 
How to Get the Best Conversion Optimization Results
How to Get the Best Conversion Optimization ResultsHow to Get the Best Conversion Optimization Results
How to Get the Best Conversion Optimization Results
 
Mobile conversion optimization with Chris Goward of WiderFunnel
Mobile conversion optimization with Chris Goward of WiderFunnelMobile conversion optimization with Chris Goward of WiderFunnel
Mobile conversion optimization with Chris Goward of WiderFunnel
 

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

Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXMargot Bloomstein
 
Leave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyLeave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyMargot Bloomstein
 
Content Strategy What's in it for you? at SXSW
Content Strategy What's in it for you? at SXSWContent Strategy What's in it for you? at SXSW
Content Strategy What's in it for you? at SXSWMargot Bloomstein
 
Communicating Content and/by/through Design
Communicating Content and/by/through DesignCommunicating Content and/by/through Design
Communicating Content and/by/through DesignMargot Bloomstein
 
Content Strategy: What's In It For You? at CS NYC
Content Strategy: What's In It For You? at CS NYCContent Strategy: What's In It For You? at CS NYC
Content Strategy: What's In It For You? at CS NYCMargot Bloomstein
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCMargot Bloomstein
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Margot Bloomstein
 
Content Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyContent Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyMargot Bloomstein
 
How to make lead generation more effective
How to make lead generation more effectiveHow to make lead generation more effective
How to make lead generation more effectiveInterics Digital
 
EVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGY
EVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGYEVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGY
EVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGYInterics Digital
 
The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)Margot Bloomstein
 
Seo & Content - Better Together
Seo & Content - Better TogetherSeo & Content - Better Together
Seo & Content - Better TogetherDemandSphere
 
When ABM & Content Collide: How to Build an Account-Based Content Strategy
When ABM & Content Collide: How to Build an Account-Based Content StrategyWhen ABM & Content Collide: How to Build an Account-Based Content Strategy
When ABM & Content Collide: How to Build an Account-Based Content StrategyUberflip
 
How To Win With Inbound Marketing
How To Win With Inbound MarketingHow To Win With Inbound Marketing
How To Win With Inbound MarketingRapidan Inbound
 
Content Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonContent Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonMargot Bloomstein
 
Qcs who we are and what we do
Qcs who we are and what we doQcs who we are and what we do
Qcs who we are and what we doAj Blog
 
Content Tips eBook from Pedowitz Group. Hundreds of tips!
Content Tips eBook from Pedowitz Group. Hundreds of tips!Content Tips eBook from Pedowitz Group. Hundreds of tips!
Content Tips eBook from Pedowitz Group. Hundreds of tips!Cathy Veri
 
8 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 20208 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 2020Carmine Mastropierro
 
Top 5 Content Marketing Trends for 2020
Top 5 Content Marketing Trends for 2020Top 5 Content Marketing Trends for 2020
Top 5 Content Marketing Trends for 2020Grazitti Interactive
 

Ähnlich wie Faster, easier, better, GIMME! Use content strategy to your advantage (20)

Be a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDXBe a greedy bastard content strategy PDX
Be a greedy bastard content strategy PDX
 
Leave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategyLeave them begging for more: drive demand for content strategy
Leave them begging for more: drive demand for content strategy
 
Content Strategy What's in it for you? at SXSW
Content Strategy What's in it for you? at SXSWContent Strategy What's in it for you? at SXSW
Content Strategy What's in it for you? at SXSW
 
Communicating Content and/by/through Design
Communicating Content and/by/through DesignCommunicating Content and/by/through Design
Communicating Content and/by/through Design
 
Content Strategy: What's In It For You? at CS NYC
Content Strategy: What's In It For You? at CS NYCContent Strategy: What's In It For You? at CS NYC
Content Strategy: What's In It For You? at CS NYC
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYC
 
Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)Making Meaning in Content and Design (Bloomstein at HOW)
Making Meaning in Content and Design (Bloomstein at HOW)
 
Content Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content StrategyContent Strategy: What's In It For You? at Atlanta Content Strategy
Content Strategy: What's In It For You? at Atlanta Content Strategy
 
How to make lead generation more effective
How to make lead generation more effectiveHow to make lead generation more effective
How to make lead generation more effective
 
EVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGY
EVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGYEVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGY
EVERGREEN CONTENT:ESSENTIAL ELEMENT OF YOUR DIGITAL MARKETING STRATEGY
 
The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)The Secrets of Brand-Driven Content Strategy (Workshop)
The Secrets of Brand-Driven Content Strategy (Workshop)
 
Seo & Content - Better Together
Seo & Content - Better TogetherSeo & Content - Better Together
Seo & Content - Better Together
 
When ABM & Content Collide: How to Build an Account-Based Content Strategy
When ABM & Content Collide: How to Build an Account-Based Content StrategyWhen ABM & Content Collide: How to Build an Account-Based Content Strategy
When ABM & Content Collide: How to Build an Account-Based Content Strategy
 
7 Tips for Writing Visual Content
7 Tips for Writing Visual Content7 Tips for Writing Visual Content
7 Tips for Writing Visual Content
 
How To Win With Inbound Marketing
How To Win With Inbound MarketingHow To Win With Inbound Marketing
How To Win With Inbound Marketing
 
Content Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh BostonContent Strategy: What's In It For You? at Refresh Boston
Content Strategy: What's In It For You? at Refresh Boston
 
Qcs who we are and what we do
Qcs who we are and what we doQcs who we are and what we do
Qcs who we are and what we do
 
Content Tips eBook from Pedowitz Group. Hundreds of tips!
Content Tips eBook from Pedowitz Group. Hundreds of tips!Content Tips eBook from Pedowitz Group. Hundreds of tips!
Content Tips eBook from Pedowitz Group. Hundreds of tips!
 
8 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 20208 Lucrative Copywriting Trends in 2020
8 Lucrative Copywriting Trends in 2020
 
Top 5 Content Marketing Trends for 2020
Top 5 Content Marketing Trends for 2020Top 5 Content Marketing Trends for 2020
Top 5 Content Marketing Trends for 2020
 

Mehr von Margot Bloomstein

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat grazMargot Bloomstein
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Margot Bloomstein
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Margot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleMargot Bloomstein
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Margot Bloomstein
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Margot Bloomstein
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonMargot Bloomstein
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWMargot Bloomstein
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Margot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitMargot Bloomstein
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Margot Bloomstein
 

Mehr von Margot Bloomstein (20)

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San Francisco
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DC
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat graz
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart Seattle
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow Experiences
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day Boston
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSW
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummit
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015
 

Kürzlich hochgeladen

Karim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppKarim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppNadaMohammed714321
 
simpson-lee_house_dt20ajshsjsjsjsjj15.pdf
simpson-lee_house_dt20ajshsjsjsjsjj15.pdfsimpson-lee_house_dt20ajshsjsjsjsjj15.pdf
simpson-lee_house_dt20ajshsjsjsjsjj15.pdfLucyBonelli
 
cda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis pptcda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis pptMaryamAfzal41
 
Unit1_Syllbwbnwnwneneneneneneentation_Sem2.pptx
Unit1_Syllbwbnwnwneneneneneneentation_Sem2.pptxUnit1_Syllbwbnwnwneneneneneneentation_Sem2.pptx
Unit1_Syllbwbnwnwneneneneneneentation_Sem2.pptxNitish292041
 
guest bathroom white and blue ssssssssss
guest bathroom white and blue ssssssssssguest bathroom white and blue ssssssssss
guest bathroom white and blue ssssssssssNadaMohammed714321
 
Iconic Global Solution - web design, Digital Marketing services
Iconic Global Solution - web design, Digital Marketing servicesIconic Global Solution - web design, Digital Marketing services
Iconic Global Solution - web design, Digital Marketing servicesIconic global solution
 
world health day 2024.pptxgbbvggvbhjjjbbbb
world health day 2024.pptxgbbvggvbhjjjbbbbworld health day 2024.pptxgbbvggvbhjjjbbbb
world health day 2024.pptxgbbvggvbhjjjbbbbpreetirao780
 
Map of St. Louis Parks
Map of St. Louis Parks Map of St. Louis Parks
Map of St. Louis Parks CharlottePulte
 
怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道
怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道
怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道yrolcks
 
Niintendo Wii Presentation Template.pptx
Niintendo Wii Presentation Template.pptxNiintendo Wii Presentation Template.pptx
Niintendo Wii Presentation Template.pptxKevinYaelJimnezSanti
 
Piece by Piece Magazine
Piece by Piece Magazine Piece by Piece Magazine
Piece by Piece Magazine CharlottePulte
 
Interior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioInterior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioRMG Project Studio
 
10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designers10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designersPixeldarts
 
Color Theory Explained for Noobs- Think360 Studio
Color Theory Explained for Noobs- Think360 StudioColor Theory Explained for Noobs- Think360 Studio
Color Theory Explained for Noobs- Think360 StudioThink360 Studio
 
10 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 202410 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 2024digital learning point
 
Pharmaceutical Packaging for the elderly.pdf
Pharmaceutical Packaging for the elderly.pdfPharmaceutical Packaging for the elderly.pdf
Pharmaceutical Packaging for the elderly.pdfAayushChavan5
 
Karim apartment ideas 01 ppppppppppppppp
Karim apartment ideas 01 pppppppppppppppKarim apartment ideas 01 ppppppppppppppp
Karim apartment ideas 01 pppppppppppppppNadaMohammed714321
 
guest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssssguest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssssNadaMohammed714321
 
group_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdfgroup_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdfneelspinoy
 
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...Rishabh Aryan
 

Kürzlich hochgeladen (20)

Karim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 pppppppppppppppKarim apartment ideas 02 ppppppppppppppp
Karim apartment ideas 02 ppppppppppppppp
 
simpson-lee_house_dt20ajshsjsjsjsjj15.pdf
simpson-lee_house_dt20ajshsjsjsjsjj15.pdfsimpson-lee_house_dt20ajshsjsjsjsjj15.pdf
simpson-lee_house_dt20ajshsjsjsjsjj15.pdf
 
cda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis pptcda.pptx critical discourse analysis ppt
cda.pptx critical discourse analysis ppt
 
Unit1_Syllbwbnwnwneneneneneneentation_Sem2.pptx
Unit1_Syllbwbnwnwneneneneneneentation_Sem2.pptxUnit1_Syllbwbnwnwneneneneneneentation_Sem2.pptx
Unit1_Syllbwbnwnwneneneneneneentation_Sem2.pptx
 
guest bathroom white and blue ssssssssss
guest bathroom white and blue ssssssssssguest bathroom white and blue ssssssssss
guest bathroom white and blue ssssssssss
 
Iconic Global Solution - web design, Digital Marketing services
Iconic Global Solution - web design, Digital Marketing servicesIconic Global Solution - web design, Digital Marketing services
Iconic Global Solution - web design, Digital Marketing services
 
world health day 2024.pptxgbbvggvbhjjjbbbb
world health day 2024.pptxgbbvggvbhjjjbbbbworld health day 2024.pptxgbbvggvbhjjjbbbb
world health day 2024.pptxgbbvggvbhjjjbbbb
 
Map of St. Louis Parks
Map of St. Louis Parks Map of St. Louis Parks
Map of St. Louis Parks
 
怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道
怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道
怎么办理英国Newcastle毕业证纽卡斯尔大学学位证书一手渠道
 
Niintendo Wii Presentation Template.pptx
Niintendo Wii Presentation Template.pptxNiintendo Wii Presentation Template.pptx
Niintendo Wii Presentation Template.pptx
 
Piece by Piece Magazine
Piece by Piece Magazine Piece by Piece Magazine
Piece by Piece Magazine
 
Interior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project StudioInterior Design for Office a cura di RMG Project Studio
Interior Design for Office a cura di RMG Project Studio
 
10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designers10 must-have Chrome extensions for designers
10 must-have Chrome extensions for designers
 
Color Theory Explained for Noobs- Think360 Studio
Color Theory Explained for Noobs- Think360 StudioColor Theory Explained for Noobs- Think360 Studio
Color Theory Explained for Noobs- Think360 Studio
 
10 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 202410 Best WordPress Plugins to make the website effective in 2024
10 Best WordPress Plugins to make the website effective in 2024
 
Pharmaceutical Packaging for the elderly.pdf
Pharmaceutical Packaging for the elderly.pdfPharmaceutical Packaging for the elderly.pdf
Pharmaceutical Packaging for the elderly.pdf
 
Karim apartment ideas 01 ppppppppppppppp
Karim apartment ideas 01 pppppppppppppppKarim apartment ideas 01 ppppppppppppppp
Karim apartment ideas 01 ppppppppppppppp
 
guest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssssguest bathroom white and bluesssssssssss
guest bathroom white and bluesssssssssss
 
group_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdfgroup_15_empirya_p1projectIndustrial.pdf
group_15_empirya_p1projectIndustrial.pdf
 
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
DAKSHIN BIHAR GRAMIN BANK: REDEFINING THE DIGITAL BANKING EXPERIENCE WITH A U...
 

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.