Weitere ähnliche Inhalte Ähnlich wie Leave them begging for more: drive demand for content strategy (20) Mehr von Margot Bloomstein (20) Kürzlich hochgeladen (20) Leave them begging for more: drive demand for content strategy1. 1
Appropriate, Inc. © 2010 #wcconf @mbloomstein
Drive demand,
flaunt results, &
leave ’em begging
for more
Margot Bloomstein
Web Content Chicago
June 8, 2010
4. 4
Appropriate, Inc. © 2010 #wcconf @mbloomstein
So, who cares?
Designers
Information architects
Interaction designers
Project managers
Search engine marketers
Social media consultants
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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
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with designers…
How do you visualize
abstract concepts
without concrete terms?
Make us look hip!
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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!
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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
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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”
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
can help designers
communicate—
in less time, money,
and stress.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Question:
How do you visualize
abstract concepts
without concrete terms?
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Prioritize key messages
• Use real copy for more
unified concepts
• Get it right in fewer
rounds of revision
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Up-front content strategy
preserves time and money
for design.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Up-front content strategy
preserves time and money
for design.
(And cuts client frustration!)
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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.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
FACT:
Words are cheaper than comps
(but maybe more worthwhile)
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
helps designers offer their
clients predictability.
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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
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Happy design planning!
• Design for specific content
types and character counts
• Anticipate UGC structure
• Create more interesting
templates
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
The difference?
• Design anticipates specific
content types & lengths
• Layout offers rich context
• More interesting templates
accommodate UGC
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content and visual design
that share a message
architecture can foster a
more cohesive, consistent,
and richer user experience.
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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/
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
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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?
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
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Appropriate, Inc. © 2010 #wcconf @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 #wcconf @mbloomstein
Result?
Content strategy drives
more comprehensive
sitemaps, wireframes, and
gap analysis.
What do we need, anyhow?
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Content strategy informs
brand-appropriate calls to
action & site-wide
nomenclature.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
Content strategy drives
opportunity:
• ID new content types
• prep the client for them
• upsell case studies
• gather testimonials
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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?
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
But wait!
They already have
writers in the marketing
department!
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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.
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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?
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
can help search engine
marketing “hook” users more
quickly to deliver higher
conversions.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
• Map ad copy to the
message architecture
• Translate meta content
for tone, not just keywords
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Empathizing with social media
How do you get your client
to stop talking about
themselves and genuinely
engage?
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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
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Content strategy
can help you prioritize
communication goals to
ensure consistency—
yes, even on Twitter.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Editorial style guidelines
and an editorial calendar
support writers for a
consistent multi-channel
presence.
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organizational culture
• Maintain appropriately
fresh content
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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?
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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
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Appropriate, Inc. © 2010 #wcconf @mbloomstein
Thank you!
Margot Bloomstein
Twitter: @mbloomstein
www.slideshare.net/mbloomstein
margot@appropriateinc.com
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