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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 40 © First things first: message matters

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#csforum11 | @mbloomstein 40
© 2011
Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
(my methodology)

Veröffentlicht in: Design, Technologie

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