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Kicking Off Your Content Strategy workshop

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Margot Bloomstein
Margot Bloomstein

You need to clarify and prioritize communication goals in order to choose content types and curate content. Before you launch a blog, redesign the website, compile an editorial calendar, or start pinning, create a message architecture. Learn how and why to achieve organizational alignment around a common vocabulary. Discover how to prevent seagulling and miscommunication of vision and goals. Understand how a message architecture can drive editorial style, content planning, and content types. This workshop will teach you how. Presented at CMS Expo 2013, #CMSExpo and #CMSX, on May 14, 2013, in Chicago.

TechnologyNews & Politics
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@mbloomstein | #CMSX 1 © 2013© 2011 Kicking off your content strategy Margot Bloomstein CMS Expo May 14, 2013 @mbloomstein #CMSX
@mbloomstein | #CMSX 2 © 2013 COMMUNICATION 101
@mbloomstein | #CMSX 3 © 2013 CC Sam Korn, via Wikipedia Gnothi sauton
@mbloomstein | #CMSX 4 © 2013 Know thyself. You invest in knowing your users,* but what about your brand? *right?
If you don’t know what you need to communicate, how will you know if you succeed?
@mbloomstein | #CMSX 6 © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
Why content strategy? Because we all want the same things, but content keeps getting in the way.
@mbloomstein | #CMSX 8 © 2013 Content demands attention
@mbloomstein | #CMSX 9 © 2013 Because we all want the same thing, but content keeps getting in the way. (CC) http://www.flickr.com/photos/slworking Content requires time
@mbloomstein | #CMSX 10 © 2013 Content dredges up politics
@mbloomstein | #CMSX 11 © 2013 to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… You cannot act in passive voice
@mbloomstein | #CMSX 12 © 2013 to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… Content demands an owner & ownership. You cannot act in passive voice
This is your job now.
@mbloomstein | #CMSX 14 © 2013 ©Skillset.org
@mbloomstein | #CMSX 15 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
@mbloomstein | #CMSX 16 © 2013 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart,“punny,” hip • Fun, gleeful
@mbloomstein | #CMSX 17 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary. Concrete, shared terminology, not abstract concepts.
@mbloomstein | #CMSX 18 © 2013 Message architecture Knowledgeable insider • Smart stuff you’d never hear otherwise • Specific details—not just general history Accurate yet accessible • Informal, casual voice • Credible facts Unexpectedly fun • Offbeat and quirky takes on history
@mbloomstein | #CMSX 19 © 2013 A little thing with big impact.
@mbloomstein | #CMSX 20 © 2013
@mbloomstein | #CMSX 21 © 2013 Message architecture drives platform selection, tone, and content types
@mbloomstein | #CMSX 22 © 2013 • Quick tips • Local/location-based • Checkins • Themed • Deals and badges • Robust user community • Quick tips • Local/location-based • Checkins • Themed • Deals and badges • Robust user community
@mbloomstein | #CMSX 23 © 2013 Explore the world around you and learn interesting things. Find great local businesses with the help of real people.
@mbloomstein | #CMSX 24 © 2013 Message architecture drives editorial content choices too: • Style • Tone • Diction • Sentence structure • Calls to action
@mbloomstein | #CMSX 25 © 2013
@mbloomstein | #CMSX 26 © 2013
@mbloomstein | #CMSX 27 © 2013 Traditional, but edgy.
@mbloomstein | #CMSX 28 © 2013 ©Warby Parker
@mbloomstein | #CMSX 29 © 2013 Words are valuable, but meaningless without context and priority. (In a few minutes, we’ll give them context.)
@mbloomstein | #CMSX 30 © 2013
@mbloomstein | #CMSX 31 © 2013 Why do this? Words are cheaper than comps.
@mbloomstein | #CMSX 32 © 2013 Why do this? Let creative colleagues refine the concept, rather than confirm the purpose.
@mbloomstein | #CMSX 33 © 2013 How? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
@mbloomstein | #CMSX 34 © 2013 Cardsorting • Ideally: groups of 7 – 10 • Today: Pick 3 people to represent the brand • Everyone else: put on your content strategy hats!
@mbloomstein | #CMSX 35 © 2013 Group 1: You’re a well-established multinational bank. To attract a broader and younger audience, you want to change how people view saving. Group 2: You represent a small university known and respected locally—but you want to grow in relevance and attract more applicants, faculty, and funding from around the country and world.
@mbloomstein | #CMSX 36 © 2013
@mbloomstein | #CMSX 37 © 2013 Cardsorting Step one: • Who we are • Who we’re not • Who we’d like to be Go with your gut for about 10 minutes.
@mbloomstein | #CMSX 38 © 2013
@mbloomstein | #CMSX 39 © 2013 Cardsorting Step two: • Who we are  Who we’d like to be Think aspirational. What needs to change? ~10 minutes
@mbloomstein | #CMSX 40 © 2013 Cardsorting Step three: • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations ~10 minutes
@mbloomstein | #CMSX 41 © 2013 Why do this? Promote new content types to manifest the message architecture—not just because they’re trendy or feasible.
@mbloomstein | #CMSX 42 © 2013 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
@mbloomstein | #CMSX 43 © 2013 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
@mbloomstein | #CMSX 44 © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.

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Kicking Off Your Content Strategy workshop

  • 1. @mbloomstein | #CMSX 1 © 2013© 2011 Kicking off your content strategy Margot Bloomstein CMS Expo May 14, 2013 @mbloomstein #CMSX
  • 2. @mbloomstein | #CMSX 2 © 2013 COMMUNICATION 101
  • 3. @mbloomstein | #CMSX 3 © 2013 CC Sam Korn, via Wikipedia Gnothi sauton
  • 4. @mbloomstein | #CMSX 4 © 2013 Know thyself. You invest in knowing your users,* but what about your brand? *right?
  • 5. If you don’t know what you need to communicate, how will you know if you succeed?
  • 6. @mbloomstein | #CMSX 6 © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 7. Why content strategy? Because we all want the same things, but content keeps getting in the way.
  • 8. @mbloomstein | #CMSX 8 © 2013 Content demands attention
  • 9. @mbloomstein | #CMSX 9 © 2013 Because we all want the same thing, but content keeps getting in the way. (CC) http://www.flickr.com/photos/slworking Content requires time
  • 10. @mbloomstein | #CMSX 10 © 2013 Content dredges up politics
  • 11. @mbloomstein | #CMSX 11 © 2013 to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… You cannot act in passive voice
  • 12. @mbloomstein | #CMSX 12 © 2013 to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… Content demands an owner & ownership. You cannot act in passive voice
  • 13. This is your job now.
  • 14. @mbloomstein | #CMSX 14 © 2013 ©Skillset.org
  • 15. @mbloomstein | #CMSX 15 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 16. @mbloomstein | #CMSX 16 © 2013 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart,“punny,” hip • Fun, gleeful
  • 17. @mbloomstein | #CMSX 17 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary. Concrete, shared terminology, not abstract concepts.
  • 18. @mbloomstein | #CMSX 18 © 2013 Message architecture Knowledgeable insider • Smart stuff you’d never hear otherwise • Specific details—not just general history Accurate yet accessible • Informal, casual voice • Credible facts Unexpectedly fun • Offbeat and quirky takes on history
  • 19. @mbloomstein | #CMSX 19 © 2013 A little thing with big impact.
  • 20. @mbloomstein | #CMSX 20 © 2013
  • 21. @mbloomstein | #CMSX 21 © 2013 Message architecture drives platform selection, tone, and content types
  • 22. @mbloomstein | #CMSX 22 © 2013 • Quick tips • Local/location-based • Checkins • Themed • Deals and badges • Robust user community • Quick tips • Local/location-based • Checkins • Themed • Deals and badges • Robust user community
  • 23. @mbloomstein | #CMSX 23 © 2013 Explore the world around you and learn interesting things. Find great local businesses with the help of real people.
  • 24. @mbloomstein | #CMSX 24 © 2013 Message architecture drives editorial content choices too: • Style • Tone • Diction • Sentence structure • Calls to action
  • 25. @mbloomstein | #CMSX 25 © 2013
  • 26. @mbloomstein | #CMSX 26 © 2013
  • 27. @mbloomstein | #CMSX 27 © 2013 Traditional, but edgy.
  • 28. @mbloomstein | #CMSX 28 © 2013 ©Warby Parker
  • 29. @mbloomstein | #CMSX 29 © 2013 Words are valuable, but meaningless without context and priority. (In a few minutes, we’ll give them context.)
  • 30. @mbloomstein | #CMSX 30 © 2013
  • 31. @mbloomstein | #CMSX 31 © 2013 Why do this? Words are cheaper than comps.
  • 32. @mbloomstein | #CMSX 32 © 2013 Why do this? Let creative colleagues refine the concept, rather than confirm the purpose.
  • 33. @mbloomstein | #CMSX 33 © 2013 How? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
  • 34. @mbloomstein | #CMSX 34 © 2013 Cardsorting • Ideally: groups of 7 – 10 • Today: Pick 3 people to represent the brand • Everyone else: put on your content strategy hats!
  • 35. @mbloomstein | #CMSX 35 © 2013 Group 1: You’re a well-established multinational bank. To attract a broader and younger audience, you want to change how people view saving. Group 2: You represent a small university known and respected locally—but you want to grow in relevance and attract more applicants, faculty, and funding from around the country and world.
  • 36. @mbloomstein | #CMSX 36 © 2013
  • 37. @mbloomstein | #CMSX 37 © 2013 Cardsorting Step one: • Who we are • Who we’re not • Who we’d like to be Go with your gut for about 10 minutes.
  • 38. @mbloomstein | #CMSX 38 © 2013
  • 39. @mbloomstein | #CMSX 39 © 2013 Cardsorting Step two: • Who we are  Who we’d like to be Think aspirational. What needs to change? ~10 minutes
  • 40. @mbloomstein | #CMSX 40 © 2013 Cardsorting Step three: • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations ~10 minutes
  • 41. @mbloomstein | #CMSX 41 © 2013 Why do this? Promote new content types to manifest the message architecture—not just because they’re trendy or feasible.
  • 42. @mbloomstein | #CMSX 42 © 2013 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
  • 43. @mbloomstein | #CMSX 43 © 2013 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
  • 44. @mbloomstein | #CMSX 44 © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.