Tuning in your multichannel content strategy

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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Tuning in your
multichannel
content strategy
Margot Bloomstein
@mbloomstein
October 27, 2010
http://www.flickr.com/photos/34391867@N04/3977276567

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Why content strategy?

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Because we all want the
same things, but content
gets in the way.

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©Skillset.org

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Deliver
on time

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Deliver
on time
Stay in budget

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Deliver
on time
Stay in budget
Give our audience
what they need

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Deliver
on time
Stay in budget
Give our audience
what they need
Please our team
(and ourselves)

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Deliver
on time
Stay in budget
Give our audience
what they need
Please our team
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience

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This is where content strategy can help!

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What is content strategy?
Planning for the creation,
aggregation, delivery, and
governance of useful,
usable, and appropriate
content in an experience.

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Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Editorial style guidelines
Governance guidelines
Editorial calendar

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How do you convey
abstract concepts
without concrete terms??

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How do you convey
abstract concepts
without concrete terms?
Make us sound
innovative!

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How do you convey
abstract concepts
We’re traditional,
but not conservative.
Make us sound
innovative!

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How do you convey
abstract concepts
More
Make us sound
innovative!

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How do you convey
abstract concepts
More like
Make us sound
innovative!

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How do you convey
abstract concepts
More like Apple
Make us sound
innovative!

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More like Apple?

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More like Apple?

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More like Apple?
And what does a black
mock turtleneck sound
like any way?

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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”

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Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.

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Prioritize key messages

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Design, write, label, and
organize around those
messages

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Choose content types that
support those messages

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Content and design that
share a message architecture
drive a more cohesive and
consistent user experience.

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Use the message architecture
to prioritize new features
and content types and
anticipate user-generated
content.

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Glossary!
Social sharing!
Live help!
Video!

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Laid back
Minimalist
Clean

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So how do we translate
communication goals
into actual copy??

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editorial style guidelines
prescriptive content matrix
editorial calendar
a consistent, cohesive
multichannel presence
+

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editorial style guidelines
prescriptive content matrix
editorial calendar
a consistent, cohesive
multichannel presence
+
How?
What?
When?

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How do you translate the
message architecture into
consistent copy—across all
communication channels?
?

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Answer:
Editorial style guidelines

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Answer:
Editorial style guidelines:
• Preferred terminology

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Answer:
• Style and construction

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Answer:
• Tone

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Answer:
• Tone
• Examples and scripts

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How do you plan for the
future if you don’t know
what you currently have—
or what you need?
?

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What content will you need
and how much will it cost
and how long will it take to
produce and maintain?
?

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What content will you need
and how much will it cost
and how long will it take to
produce and maintain?
And what is the meaning of
life?
?

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Vision
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/

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Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/

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What do we have?

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Is it still good?

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Do we even need it?

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How will we get more?

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Do folks even like it?

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And how do you budget if
you don’t know how much
content you’ll need (or have)
to express the main points,
create a series of blog posts, or
develop a campaign?

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Content strategy!

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Develop a quantitative
and qualitative content
audit
What do you have to work
with, any way?

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• Conduct a head count

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• Check parity of length and
consistency in structure

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• Check parity of length and
consistency in structure
• Evaluate quality against
the message architecture

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Should it stay or should it go?
Is your content still
brand appropriate,
current, and
relevant?

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Result?
Content strategy—
not corporate whims—
drives new content types,
new website features,
customer interviews,
blog post topics,
webinars,
etc.

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How, and what—but when?
At what frequency and by
whom??

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Answer:
Editorial calendar

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• Determine seasonal and
industry themes

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industry themes
• Allocate content across
channels with topics by
theme

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industry themes
• Allocate content across
channels with topics by
theme
• Assign owners—
authors, editors, reviewers,
monitors

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Who does what and when?

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Result?
• Prepare for seasonal
themes
• Instill a workflow in
organizational culture
• Maintain fresh, search
engine-friendly content

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How do you foster
engagement with and
creation of appropriate
user-generated content?
?

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Good conversation demands
good content strategy.

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You can’t create a social
media strategy without
content strategy.

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And every good party needs a
good host.

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Throw a good party that
anticipates, invites, and
fully accommodates
user-generated content.
(or expect party crashers)

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“‘
I love Skittles so much I
want to take it behind the
middle school and get it
pregnant.”
“
Chocolate skittles:
peat, burnt food,
cigarette butts.”
“

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Example/role model content
Ancillary & instructional
copy sets the tone
Refill drinks: stir up
discussion
Structured content (top 5
lists, restricted taxonomies)
Use content to avoid chaos!

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Why do all this?
Why content strategy?

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Why do all this?
• Communicate more
accurately

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Why do all this?
accurately
• Translate your brand
across channels

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Why do all this?
accurately
across channels
• Budget money and time

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Why do all this?
accurately
across channels
• Budget money and time
• Anticipate the future
with less stress

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Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
All logos and pictures are property of their respective owners.
All other work property of Appropriate, Inc. Let’s talk if you want to share it, okay? 

Tuning in your multichannel content strategy

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