Bath CS Meetup: Content Strategy Gets to Work
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This document summarizes Margot Bloomstein's presentation on content strategy at the Bath CS Meetup in April 2013. It discusses what content strategy is, how it differs from just having more content by focusing on better content. It outlines some of the key steps and deliverables in content strategy like conducting a content audit, developing a message architecture and content model, and establishing editorial guidelines. The presentation emphasizes that content strategy is about planning for the creation, delivery, and governance of useful content across channels to improve the overall user experience.
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Bath CS Meetup: Content Strategy Gets to Work
- 1. #BathContent | @mbloomstein © 2013© 2012 Margot Bloomstein Bath CS Meetup April 2013 @mbloomstein #BathContent CONTENT STRATEGY GETS TO WORK
- 2. @mbloomstein
- 4. #BathContent | @mbloomstein © 2013
- 6. #BathContent | @mbloomstein © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
- 7. #BathContent | @mbloomstein © 2013 This is not how to have more content. This is about how to have better content.
- 8. #BathContent | @mbloomstein © 2013 Sustainable content is content you can create—and maintain—without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy
- 9. #BathContent | @mbloomstein © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
- 10. #BathContent | @mbloomstein © 2013 Deliverables are merely punctuation in the conversation. They can’t replace the conversation.
- 11. #BathContent | @mbloomstein © 2013 YOU CANNOT ACT IN PASSIVE VOICE. ©Margot Bloomstein
- 12. #BathContent | @mbloomstein © 2013 YOU CANNOT ACT IN PASSIVE VOICE. to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… YOU NEED AN OWNER.
- 13. #BathContent | @mbloomstein © 2013 Whose job is this, anyhow?
- 14. #BathContent | @mbloomstein © 2013 ©Skillset.org
- 15. #BathContent | @mbloomstein © 2013 Why content strategy?
- 16. #BathContent | @mbloomstein © 2013 Why content strategy? Because we all want the same thing, but content keeps screwing it up.
- 17. #BathContent | @mbloomstein © 2013 Deliver on time, on budget
- 18. #BathContent | @mbloomstein © 2013 Maintain a consistent vision
- 19. #BathContent | @mbloomstein © 2013 Support a holistic user experience
- 20. #BathContent | @mbloomstein © 2013 Support a holistic user experience …that can span platforms, separating form and content
- 21. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency
- 22. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency …among multiple bloggers
- 23. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency …among print and web and phone
- 24. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency …between Twitter and Facebook
- 26. Confront your content …and your communication goals.
- 27. If you don’t know what you need to communicate, how will you know if you succeed?
- 28. #BathContent | @mbloomstein © 2013 Establish the message architecture.
- 29. #BathContent | @mbloomstein © 2013 Establish the message architecture.
- 30. #BathContent | @mbloomstein © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary. A little thing with big impact.
- 31. #BathContent | @mbloomstein © 2013 How could we prove this is a car not like anything else out there? It’s a small car, but it’s premium. You get a Porsche 911 ride for a fifth of the cost. It’s got history… but in Europe. You need to give people content to give them history.
- 32. #BathContent | @mbloomstein © 2013 A little thing with big impact.
- 33. #BathContent | @mbloomstein © 2013 Message architecture Premium technology • Assertive; ready to perform as a driver’s car • Proactive and supportive of spontaneity Classic design • Experienced and savvy Cheekiness • Smart,“punny,” hip • Fun, gleeful
- 34. #BathContent | @mbloomstein © 2013
- 35. #BathContent | @mbloomstein © 2013
- 36. #BathContent | @mbloomstein © 2013
- 37. #BathContent | @mbloomstein © 2013
- 38. #BathContent | @mbloomstein © 2013 If these emails are boring you and you don’t mind missing out on all the lip-smackin’ stuff we’ll be sending in the future, simply send a message to owner- unsubscribe@insiders.miniusa.com and include “Unsubscribe” and your favorite fruit in the subject field.
- 39. #BathContent | @mbloomstein © 2013 Message architecture drives the user experience
- 40. #BathContent | @mbloomstein © 2013 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
- 41. #BathContent | @mbloomstein © 2013 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
- 42. #BathContent | @mbloomstein © 2013 …and in the choice of features and content types
- 43. #BathContent | @mbloomstein © 2013 Here’s another example: Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
- 44. #BathContent | @mbloomstein © 2013
- 45. #BathContent | @mbloomstein © 2013 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
- 46. #BathContent | @mbloomstein © 2013 Message architecture Content audit Content types Nomenclature Editorial style guidelines and calendar
- 47. #BathContent | @mbloomstein © 2013
- 48. #BathContent | @mbloomstein © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein http://amzn.to/CSatWork & http://bit.ly/CSatBN Title image: http://flickr.com/KandyJaxx All other images property of their respective owners or © Margot Bloomstein as noted.