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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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Because we all want the
same things, but content
gets in the way.
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Deliver
on time
Stay in budget
Give our audience
what they need
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Deliver
on time
Stay in budget
Give our audience
what they need
Please our team
(and ourselves)
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Editorial style guidelines
Governance guidelines
Editorial calendar
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms??
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
Make us sound
innovative!
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us sound
innovative!
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
More
Make us sound
innovative!
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
More like
Make us sound
innovative!
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you convey
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
More like Apple
Make us sound
innovative!
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
More like Apple?
And what does a black
mock turtleneck sound
like any way?
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Appropriate, Inc. © 2010 #awarenessinc & @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”
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
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Design, write, label, and
organize around those
messages
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Content and design that
share a message architecture
drive a more cohesive and
consistent user experience.
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Use the message architecture
to prioritize new features
and content types and
anticipate user-generated
content.
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
So how do we translate
communication goals
into actual copy??
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
editorial style guidelines
prescriptive content matrix
editorial calendar
a consistent, cohesive
multichannel presence
+
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
editorial style guidelines
prescriptive content matrix
editorial calendar
a consistent, cohesive
multichannel presence
+
How?
What?
When?
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you translate the
message architecture into
consistent copy—across all
communication channels?
?
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
• Style and construction
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
• Style and construction
• Tone
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Answer:
Editorial style guidelines:
• Preferred terminology
• Style and construction
• Tone
• Examples and scripts
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you plan for the
future if you don’t know
what you currently have—
or what you need?
?
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Develop a quantitative
and qualitative content
audit
What do you have to work
with, any way?
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
• Evaluate quality against
the message architecture
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Should it stay or should it go?
Is your content still
brand appropriate,
current, and
relevant?
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Result?
Content strategy—
not corporate whims—
drives new content types,
new website features,
customer interviews,
blog post topics,
webinars,
etc.
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How, and what—but when?
At what frequency and by
whom??
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Determine seasonal and
industry themes
• Allocate content across
channels with topics by
theme
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
• Determine seasonal and
industry themes
• Allocate content across
channels with topics by
theme
• Assign owners—
authors, editors, reviewers,
monitors
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Appropriate, Inc. © 2010 #awarenessinc & @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
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organizational culture
• Maintain fresh, search
engine-friendly content
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
How do you foster
engagement with and
creation of appropriate
user-generated content?
?
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
You can’t create a social
media strategy without
content strategy.
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Throw a good party that
anticipates, invites, and
fully accommodates
user-generated content.
(or expect party crashers)
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
“‘
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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
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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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
• Communicate more
accurately
• Translate your brand
across channels
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
• Communicate more
accurately
• Translate your brand
across channels
• Budget money and time
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Why do all this?
• Communicate more
accurately
• Translate your brand
across channels
• Budget money and time
• Anticipate the future
with less stress
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Appropriate, Inc. © 2010 #awarenessinc & @mbloomstein
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
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