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DEFINING OUR PROFESSION,
DEFINING OURSELVES
CS Forum 2014
#csforum14
July 2, 2014
Margot Bloomstein
@mbloomstein
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
1888, Wiesloch
City pharmacy
City pharmacy = filling station
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
@mbloomstein | #csforum14 4
1909, Altoona
America’s oldest gas station
JohnnieandAngela.blogspot.com
@mbloomstein | #csforum14 5
1913
Road maps & tire service
JohnnieandAngela.blogspot.com
Road maps & tire service
Full service
Attended pumps
Self service
Air pumps
Squeegees
cc flicker.com/photos/baggis
Is this a gas station?
@mbloomstein | #csforum14 8
@mbloomstein | #csforum14 11
“A retail business providing the public
a convenient location to quickly purchase
a wide array of food, gasoline, and
serv...
“2400 square feet
of packaged consumer items.
Today, there are different types of stores:
mini stores under canopies, expa...
Industries thrive through differentiation:
both buyers and sellers benefit.
What’s right for me?
What’s right for right no...
Prospect:
Financial services
messaging, workflow,
editorial training
@mbloomstein | #csforum14 15
@mbloomstein | #csforum14 16
Prospect:
Financial services
messaging, workflow,
editorial training
@mbloomstein | #csforum14 17
Prospect:
Financial services
messaging, workflow,
editorial training
for social media
@mbloomstein | #csforum14 18
Prospect:
Midmarket institutional investment
messaging, workflow,
editorial training
for soci...
@mbloomstein | #csforum14 19
Prospect:
Midmarket institutional investment
messaging, workflow,
editorial training
for soci...
© Barbara Kruger
@mbloomstein | #csforum14 20
@mbloomstein | #csforum14 21
I help brands clarify their communication
goals to develop, instill, and maintain
appropriate...
@mbloomstein | #csforum14 22
Content strategy plans for the creation,
delivery, and governance of useful,
usable and brand...
@mbloomstein | #csforum14 23
Content strategy plans for the creation,
delivery, and governance of useful,
usable and brand...
@mbloomstein | #csforum14 24
Content strategy plans for the creation,
publication, and governance of useful,
usable conten...
@mbloomstein | #csforum14 25
Content strategy is to copywriting as
information architecture is to design.
Rachel Lovinger,...
@mbloomstein | #csforum14 26
I work on how content is organized and
structured. […] I translate designs into
what needs to...
@mbloomstein | #csforum14 27
I'm a content strategist, which is a fancy
way of saying ‘a writer who also has
design and ma...
@mbloomstein | #csforum14 28
I'm a content strategist. This means I help
clients and companies figure out how,
when, and w...
@mbloomstein | #csforum14 29
We are management consultants for
external messaging and editorial
workflow challenges.
Ahava...
@mbloomstein | #csforum14 30
I am often a ‘fulcrum’ between disciplines.
I spend at least half my time focusing on
busines...
@mbloomstein | #csforum14 31
A content strategist is like a business
analyst for your content. We look at how
content is c...
@mbloomstein | #csforum14 32
The analysis and planning to develop a
repeatable system that governs the
management of conte...
Industries thrive through differentiation:
both practitioners and clients benefit
@mbloomstein | #csforum14 33
Industries thrive through differentiation:
both practitioners and clients benefit
but only when we precisely, narrowly
def...
• Drive the development and organization of content that is useful, compelling and
meaningful on our site, all social medi...
• Drive the development and organization of content that is useful, compelling and
meaningful on our site, all social medi...
Without clear differentiation,
hiring (and selling) is frustrating,
training and rework is expensive, and
“content strateg...
@mbloomstein | #csforum14 38
But will we dilute the meaning?
But will we dilute the meaning?
@mbloomstein | #csforum14 40
But will we dilute the meaning?
We’ll free the meaning
to communicate what we do or need
with...
“ ”I’m a designer
@mbloomstein | #csforum14 42
But what about the generalists?
@mbloomstein | #csforum14 43
But what about the generalists?
Follow your passion—
and work to better define the work.
Content strategists,
1. Be precise: own your definition.
2. Get specific: narrow what you want.
3. Be honest—and encouragi...
Clients,
1. Be precise: own your definition.
2. Get specific: narrow what you want.
3. Be honest—and encouraging.
“No… and...
This is an opportunity for growth and
specialization within our broad industry
because how we define our industry is
the sum of how we define ourselves.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
© 2014 Appropriate, I...
http://appropriateinc.com/ideas/growing-t-shaped-content-strategist/
http://www.slideshare.net/jcolman/content-strategy-fo...
© 2014 Appropriate, Inc.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatW...
Wiesloch Stadtapotheke Erste Tankstelle, cc
Wiesloch Stadtapotheke Erste Tankstelle, cc
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Wiesloch Stadtapotheke Erste Tankstelle, cc Defining Our Profession, Defining Ourselves at CSForum14

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Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
1888, Wiesloch
City pharmacy

Veröffentlicht in: Marketing, Technologie, Business

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