Leave them begging for more: drive demand for content strategy
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Margot BloomsteinFolgen
19. Jun 2010•0 gefällt mir•1,629 views
Leave them begging for more: drive demand for content strategy
19. Jun 2010•0 gefällt mir•1,629 views
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Drive demand, flaunt results, & leave ’em begging for more -- from Web Content Chicago 2010 Content strategy has long been an "emerging" component of user experience and interaction design. Guess what? It's here--and here's how you can help the rest of your team realize that, appreciate it, and demand more of it. On a role-by-role basis, this talk described how you can make the case and earn the budget. Whether you work with IAs, designers, search marketers, social media strategists, project managers, account managers, or just eager clients, here's how you can use content strategy to help them improve deliverables, clarify the approach, hone iterations, and improve the end user experience. And who wouldn't want that? Presented by Margot Bloomstein (@mbloomstein) at Web Content Chicago, June 8, 2010.
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Leave them begging for more: drive demand for content strategy
- 1. 1 Appropriate, Inc. © 2010 #wcconf @mbloomstein Drive demand, flaunt results, & leave ’em begging for more Margot Bloomstein Web Content Chicago June 8, 2010
- 2. 2 Appropriate, Inc. © 2010 #wcconf @mbloomstein
- 3. 3 Appropriate, Inc. © 2010 #wcconf @mbloomstein
- 4. 4 Appropriate, Inc. © 2010 #wcconf @mbloomstein So, who cares? Designers Information architects Interaction designers Project managers Search engine marketers Social media consultants
- 5. 5 Appropriate, Inc. © 2010 #wcconf @mbloomstein ©Skillset.org
- 6. 6 Appropriate, Inc. © 2010 #wcconf @mbloomstein I can help!
- 7. 7 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content gets results!
- 8. 8 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time
- 9. 9 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget
- 10. 10 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget Give users what they need
- 11. 11 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
- 12. 12 Appropriate, Inc. © 2010 #wcconf @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
- 13. 13 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms?
- 14. 14 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
- 15. 15 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip!
- 16. 16 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More
- 17. 17 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like
- 18. 18 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with designers… How do you visualize abstract concepts without concrete terms? Traditional, but not conservative. Make us look hip! More like Apple
- 19. 19 Appropriate, Inc. © 2010 #wcconf @mbloomstein More like Apple?
- 20. 20 Appropriate, Inc. © 2010 #wcconf @mbloomstein More like Apple?
- 21. 21 Appropriate, Inc. © 2010 #wcconf @mbloomstein More like Apple?
- 22. 22 Appropriate, Inc. © 2010 #wcconf @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”
- 23. 23 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help designers communicate.
- 24. 24 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help designers communicate— in less time, money, and stress.
- 25. 25 Appropriate, Inc. © 2010 #wcconf @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
- 26. 26 Appropriate, Inc. © 2010 #wcconf @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
- 27. 27 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Prioritize key messages
- 28. 28 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Prioritize key messages • Use real copy for more unified concepts
- 29. 29 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Prioritize key messages • Use real copy for more unified concepts • Get it right in fewer rounds of revision
- 30. 30 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Up-front content strategy preserves time and money for design.
- 31. 31 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Up-front content strategy preserves time and money for design. (And cuts client frustration!)
- 32. 32 Appropriate, Inc. © 2010 #wcconf @mbloomstein Budget? Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
- 33. 33 Appropriate, Inc. © 2010 #wcconf @mbloomstein FACT: Words are cheaper than comps
- 34. 34 Appropriate, Inc. © 2010 #wcconf @mbloomstein FACT: Words are cheaper than comps (but maybe more worthwhile)
- 35. 35 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy helps designers offer their clients predictability.
- 36. 36 Appropriate, Inc. © 2010 #wcconf @mbloomstein Happy client planning! • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts
- 37. 37 Appropriate, Inc. © 2010 #wcconf @mbloomstein Happy design planning! • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
- 38. 38 Appropriate, Inc. © 2010 #wcconf @mbloomstein
- 39. 39 Appropriate, Inc. © 2010 #wcconf @mbloomstein
- 40. 40 Appropriate, Inc. © 2010 #wcconf @mbloomstein The difference? • Design anticipates specific content types & lengths • Layout offers rich context • More interesting templates accommodate UGC
- 41. 41 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content and visual design that share a message architecture can foster a more cohesive, consistent, and richer user experience.
- 42. 42 Appropriate, Inc. © 2010 #wcconf @mbloomstein
- 43. 43 Appropriate, Inc. © 2010 #wcconf @mbloomstein
- 44. 44 Appropriate, Inc. © 2010 #wcconf @mbloomstein Glossary! Social sharing! Live help! Video!
- 45. 45 Appropriate, Inc. © 2010 #wcconf @mbloomstein
- 46. 46 Appropriate, Inc. © 2010 #wcconf @mbloomstein Laid back Minimalist Clean
- 47. 47 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with IAs & PMs How do you plan for the future if you don’t know what you currently have— or what you need?
- 48. 48 Appropriate, Inc. © 2010 #wcconf @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
- 49. 49 Appropriate, Inc. © 2010 #wcconf @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
- 50. 50 Appropriate, Inc. © 2010 #wcconf @mbloomstein What do we have?
- 51. 51 Appropriate, Inc. © 2010 #wcconf @mbloomstein Is it still good?
- 52. 52 Appropriate, Inc. © 2010 #wcconf @mbloomstein Do we even need it?
- 53. 53 Appropriate, Inc. © 2010 #wcconf @mbloomstein How will we get more?
- 54. 54 Appropriate, Inc. © 2010 #wcconf @mbloomstein Do folks even like it?
- 55. 55 Appropriate, Inc. © 2010 #wcconf @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions?
- 56. 56 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy!
- 57. 57 Appropriate, Inc. © 2010 #wcconf @mbloomstein Develop a quantitative and qualitative content audit
- 58. 58 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Conduct a head count
- 59. 59 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
- 60. 60 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
- 61. 61 Appropriate, Inc. © 2010 #wcconf @mbloomstein Is content brand-appropriate, current, and relevant?
- 62. 62 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis. What do we need, anyhow?
- 63. 63 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Content strategy informs brand-appropriate calls to action & site-wide nomenclature.
- 64. 64 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? Content strategy drives opportunity: • ID new content types • prep the client for them • upsell case studies • gather testimonials
- 65. 65 Appropriate, Inc. © 2010 #wcconf @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
- 66. 66 Appropriate, Inc. © 2010 #wcconf @mbloomstein But wait!
- 67. 67 Appropriate, Inc. © 2010 #wcconf @mbloomstein But wait! They already have writers in the marketing department!
- 68. 68 Appropriate, Inc. © 2010 #wcconf @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
- 69. 69 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with SEO/SEM How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
- 70. 70 Appropriate, Inc. © 2010 #wcconf @mbloomstein And where should the user experience begin?
- 71. 71 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
- 72. 72 Appropriate, Inc. © 2010 #wcconf @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
- 73. 73 Appropriate, Inc. © 2010 #wcconf @mbloomstein Empathizing with social media How do you get your client to stop talking about themselves and genuinely engage?
- 74. 74 Appropriate, Inc. © 2010 #wcconf @mbloomstein Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way content. —Jeff Cutler
- 75. 75 Appropriate, Inc. © 2010 #wcconf @mbloomstein Good conversation demands good content strategy.
- 76. 76 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy can help you prioritize communication goals to ensure consistency— yes, even on Twitter.
- 77. 77 Appropriate, Inc. © 2010 #wcconf @mbloomstein Editorial style guidelines and an editorial calendar support writers for a consistent multi-channel presence.
- 78. 78 Appropriate, Inc. © 2010 #wcconf @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain appropriately fresh content
- 79. 79 Appropriate, Inc. © 2010 #wcconf @mbloomstein Content strategy drives demand—and results.
- 80. 80 Appropriate, Inc. © 2010 #wcconf @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions • Happier everyone! Why do this?
- 81. 81 Appropriate, Inc. © 2010 #wcconf @mbloomstein …and who wouldn’t want that?
- 82. 82 Appropriate, Inc. © 2010 #wcconf @mbloomstein Thank you! Rick Allen Melissa Casburn Kristen Connor Jeff Cram Jeff Cutler Bruce Demers John Eckman Walter Elly Will Evans Heather Haavaldsrud Kristina Halvorson Whitney Hess Colleen Jones Erin Kissane Mike Lohmiller Rachel Lovinger Matt Magee Jeff MacIntyre Elena Melendy Kevin Nichols Mike Schneider Michael Silverman Valeska Whitney Carolyn Wood
- 83. 83 Appropriate, Inc. © 2010 #wcconf @mbloomstein Thank you! Margot Bloomstein Twitter: @mbloomstein www.slideshare.net/mbloomstein margot@appropriateinc.com All logos and pictures are property of their respective owners.