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#csforum11 | @mbloomstein 1
© 2011© 2011
Margot Bloomstein
CS Forum 090511
@mbloomstein
FIRST THINGS FIRST:
MESSAGE MATTER...
#csforum11 | @mbloomstein 2
© 2011
Unless you understand what people are
trying to do with your content you cannot
know if...
#csforum11 | @mbloomstein 3
© 2011
Your serve.
#csforum11 | @mbloomstein 4
© 2011
Why content strategy?
#csforum11 | @mbloomstein 5
© 2011
Why content strategy?
Because we all want the same thing,
but content keeps getting in ...
#csforum11 | @mbloomstein 6
© 2011
Deliver on time
#csforum11 | @mbloomstein 7
© 2011
Maintain a consistent vision
#csforum11 | @mbloomstein 8
© 2011
Ensure the site can evolve
#csforum11 | @mbloomstein 9
© 2011
Support a holistic user experience
#csforum11 | @mbloomstein 10
© 2011
Minimize revisions
#csforum11 | @mbloomstein 11
© 2011
Maintain long-term consistency
#csforum11 | @mbloomstein 12
© 2011
Keep the voice in microcopy
#csforum11 | @mbloomstein 13
© 2011
Ensure cross-channel consistency
#csforum11 | @mbloomstein 14
© 2011
Ensure cross-channel consistency
…among multiple bloggers
#csforum11 | @mbloomstein 15
© 2011
Ensure cross-channel consistency
…among print
and web
and phone
#csforum11 | @mbloomstein 16
© 2011
Ensure cross-channel consistency
…between Twitter and Facebook
#csforum11 | @mbloomstein 17
© 2011
Ensure cross-platform consistency
(and contextual relevance)
#csforum11 | @mbloomstein 18
© 2011
#csforum11 | @mbloomstein 19
© 2011
First things first.
#csforum11 | @mbloomstein 20
© 2011
First things first.
What do you need to communicate?
#csforum11 | @mbloomstein 21
© 2011
First things first.
Why even do this…
#csforum11 | @mbloomstein 22
© 2011
First things first.
Why even do this…redesign this website,
#csforum11 | @mbloomstein 23
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging,
#csforum11 | @mbloomstein 24
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging...
#csforum11 | @mbloomstein 25
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging...
#csforum11 | @mbloomstein 26
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging...
#csforum11 | @mbloomstein 27
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging...
#csforum11 | @mbloomstein 28
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging...
#csforum11 | @mbloomstein 29
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging...
#csforum11 | @mbloomstein 30
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging...
#csforum11 | @mbloomstein 31
© 2011
If you don’t know what
you need to communicate,
how will you know if you
succeed?
#csforum11 | @mbloomstein 32
© 2011
Establish the
message architecture.
#csforum11 | @mbloomstein 33
© 2011
Establish the
message architecture.
#csforum11 | @mbloomstein 34
© 2011
What’s a message architecture?
A hierarchy of communication goals
that reflects a comm...
#csforum11 | @mbloomstein 35
© 2011
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
#csforum11 | @mbloomstein 36
© 2011
Make us look
innovative,
but not risky.
#csforum11 | @mbloomstein 37
© 2011
It should say
traditional,
but edgy.
#csforum11 | @mbloomstein 38
© 2011
Words are valuable,
but meaningless without
context and priority.
#csforum11 | @mbloomstein 39
© 2011
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identi...
#csforum11 | @mbloomstein 40
© 2011
Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
(my methodolo...
#csforum11 | @mbloomstein 41
© 2011
#csforum11 | @mbloomstein 42
© 2011
Cardsorting
Step two:
• Who we are  Who we’d like to be
#csforum11 | @mbloomstein 43
© 2011
#csforum11 | @mbloomstein 44
© 2011
Cardsorting
Step three:
• Prioritize the goals
• Tell the story of those aspirations
#csforum11 | @mbloomstein 45
© 2011
Why do this?
#csforum11 | @mbloomstein 46
© 2011
#csforum11 | @mbloomstein 47
© 2011
#csforum11 | @mbloomstein 48
© 2011
Why do this?
Words are cheaper than comps.
#csforum11 | @mbloomstein 49
© 2011
Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpo...
#csforum11 | @mbloomstein 50
© 2011
Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” a...
#csforum11 | @mbloomstein 51
© 2011
Why do this?
Sell new content types to manifest the
message architecture—not just beca...
#csforum11 | @mbloomstein 52
© 2011
A little thing with big impact.
#csforum11 | @mbloomstein 53
© 2011
A little thing with big impact.
How could we prove this is a car not like
anything els...
#csforum11 | @mbloomstein 54
© 2011
A little thing with big impact.
#csforum11 | @mbloomstein 55
© 2011
Message architecture
Premium technology
• Assertive; ready to perform as a driver’s ca...
#csforum11 | @mbloomstein 56
© 2011
#csforum11 | @mbloomstein 57
© 2011
#csforum11 | @mbloomstein 58
© 2011
#csforum11 | @mbloomstein 59
© 2011
#csforum11 | @mbloomstein 60
© 2011
If these emails are boring you
and you don’t mind missing out
on all the lip-smackin’ ...
#csforum11 | @mbloomstein 61
© 2011
Message architecture drives
the user experience
#csforum11 | @mbloomstein 62
© 2011
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in cont...
#csforum11 | @mbloomstein 63
© 2011
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
#csforum11 | @mbloomstein 64
© 2011
…and in the choice of features
and content types
#csforum11 | @mbloomstein 65
© 2011
So where to from here?
Content audit: measure quality against
the aspirational attribu...
#csforum11 | @mbloomstein 66
© 2011
So where to from here?
New content types: prioritize features
against the new communic...
#csforum11 | @mbloomstein 67
© 2011
So where to from here?
Editorial style guidelines: determine
diction, sentence structu...
#csforum11 | @mbloomstein 68
© 2011
But your message architecture
comes first.
#csforum11 | @mbloomstein 69
© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbl...
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#csforum11 | @mbloomstein 29
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…

Veröffentlicht in: Design, Technologie

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