SlideShare une entreprise Scribd logo

Base your content strategy on a message architecture CongresCM

•
•
Margot Bloomstein
Margot Bloomstein

Before you can determine new content types, choose social media channels, and decide on an editorial style, take a step back. Marketers must first create a clear picture of what you need to communicate—and the hierarchy of those communication goals. We’ll look at how that works with a message architecture, looking at examples from a range of companies that all care about communicating consistently across channels and platforms. Presented at Congres Content Marketing & Webredactie, #congresCM on November 20, 2014 in Utrecht, the Netherlands

Marketing
1  sur  54
Télécharger pour lire hors ligne
Margot Bloomstein @mbloomstein Congres Web Redactie #congrescm November 20, 2014 BASE YOUR CONTENT STRATEGY ON A MESSAGE ARCHITECTURE
Social media is an opportunity. But tools merely empower a message.
Sorry, Marshall McLuhan. Medium transmits message—but demands it, too.
@mbloomstein | #congrescm 4CC Sam Korn, via Wikipedia Gnothi sauton
@mbloomstein | #congrescm 5 Know thyself. We invest in knowing our users, but how well do we know our own brands?
If you don’t know what you need to communicate, how will you know if you succeed? How do you know where to put resources, time, and talent?
@mbloomstein | #congrescm 7 First things first. Why blog, conduct a content audit, add video testimonials, Tweet, Instagram, consolidate site architecture, switch to a new CMS, Pin, or go “mobile first”… if you don’t know what you need to communicate?
Tools enable how we conceive ideas, perceive our world, and see ourselves
You cannot not communicate. Paul Watzlawick
@mbloomstein | #congrescm 11 What is content strategy? Planning for the creation, delivery, and governance of useful, usable, and brand-appropriate content.
If you don’t know what you need to communicate, how will you know if you succeed? How will you know where to invest your time, budget, and creativity?
@mbloomstein | #congrescm 13 Steps along the way… Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
@mbloomstein | #congrescm 14 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
@mbloomstein | #congrescm 15 A little thing with big impact.
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.”
@mbloomstein | #congrescm 17 A little thing with big impact.
@mbloomstein | #congrescm 18 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
@mbloomstein | #congrescm 19 What did the content need to do? • Offer fast, easy access • Encourage personalization • Convey local relevance • Facilitate sharing • Communicate quirkiness • Allow for easy, infrequent updates • Support a few structured content types
@mbloomstein | #congrescm 20
@mbloomstein | #congrescm 21
@mbloomstein | #congrescm 22
@mbloomstein | #congrescm 23
@mbloomstein | #congrescm 24 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.
@mbloomstein | #congrescm 25 Message architecture drives a consistent user experience
@mbloomstein | #congrescm 26 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and design
@mbloomstein | #congrescm 27 Nomenclature and labels Content types and media Content elements Calls to action and instructional copy Sentence structure, diction, and tone …and content
@mbloomstein | #congrescm 28 Not all channels are right for all goals. Academic and serious? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #congrescm 29 Not all channels are right for all goals. Fun and engaging? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #congrescm 30
@mbloomstein | #congrescm 31 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious Message architecture
@mbloomstein | #congrescm 32 Message architecture drives a consistent user experience, visually and verbally.
@mbloomstein | #congrescm 33
@mbloomstein | #congrescm 34 Lush layout and elegant typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps • Serif body copy
@mbloomstein | #congrescm 35
@mbloomstein | #congrescm 36 Imagery of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
@mbloomstein | #congrescm 37
@mbloomstein | #congrescm 38 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations
@mbloomstein | #congrescm 39
@mbloomstein | #congrescm 40 Message architecture Content audit Content types Content model & matrix Editorial style guidelines and calendar
@mbloomstein | #congrescm 41 Editorial calendar: Schedule topics to manifest the message architecture
@mbloomstein | #congrescm 42 What are our goals in getting there? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
@mbloomstein | #congrescm 43
@mbloomstein | #congrescm 44 • Who we are • Who we’re not • Who we’d like to be Go with your gut! ~20 minutes Step 1
@mbloomstein | #congrescm 45 Who we are  Who we’d like to be Be aspirational. What needs to change? Step 2
@mbloomstein | #congrescm 46 • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations Step 3
@mbloomstein | #congrescm 47 Words are valuable, but meaningless without context and priority.
@mbloomstein | #congrescm 48 Casual, but not informal.
@mbloomstein | #congrescm 49 Streamlined but elegant.
@mbloomstein | #congrescm 50 Traditional, but edgy.
@mbloomstein | #congrescm 51
@mbloomstein | #congrescm 52 Why do this? • Gain standards by which to conduct a qualitative audit. What is “good” anyway? • Determine keywords for SEO • Plan content types to meet communication goals • Prioritize CMS modifications to support them • Reallocate budget and resources across channels
@mbloomstein | #congrescm 53 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
@mbloomstein | #congrescm 54 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their owners or © Margot Bloomstein as noted.

Recommandé

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat grazMargot Bloomstein
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Margot Bloomstein
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Margot Bloomstein
 

Recommandé

Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXKeynote: Transforming Your Brand Into a Trusted Source at OmnichannelX
Keynote: Transforming Your Brand Into a Trusted Source at OmnichannelXMargot Bloomstein
 
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceFostering Trust in Your Brand and Beyond at Rosenfeld Enterprise Experience
Fostering Trust in Your Brand and Beyond at Rosenfeld Enterprise ExperienceMargot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoDesigning for Trust in an Uncertain World at An Event Apart San Francisco
Designing for Trust in an Uncertain World at An Event Apart San FranciscoMargot Bloomstein
 
Designing for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCDesigning for Trust in an Uncertain World An Event Apart DC
Designing for Trust in an Uncertain World An Event Apart DCMargot Bloomstein
 
Designing for Trust at design monat graz
Designing for Trust at design monat grazDesigning for Trust at design monat graz
Designing for Trust at design monat grazMargot Bloomstein
 
Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Rebuilding Trust: Validate users by starting where they are at Confab 2019
Rebuilding Trust: Validate users by starting where they are at Confab 2019Margot Bloomstein
 
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019
Design for Trust: Find Strength in Vulnerability, Voice, and Volume at CMC2019Margot Bloomstein
 
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...
Designing for Trust in an Era of Self-Validating Facts: Keynote UX in the Cit...Margot Bloomstein
 
Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleMargot Bloomstein
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Margot Bloomstein
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Margot Bloomstein
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonMargot Bloomstein
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWMargot Bloomstein
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Margot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitMargot Bloomstein
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCMargot Bloomstein
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Margot Bloomstein
 
Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Margot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Margot Bloomstein
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayMargot Bloomstein
 
Defining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabDefining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabMargot Bloomstein
 
Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Margot Bloomstein
 
Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Margot Bloomstein
 
Content strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMContent strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMMargot Bloomstein
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Marketing BRANDING
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 

Contenu connexe

Plus de Margot Bloomstein

Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleMargot Bloomstein
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Margot Bloomstein
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesMargot Bloomstein
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Margot Bloomstein
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonMargot Bloomstein
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Margot Bloomstein
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWMargot Bloomstein
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Margot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Margot Bloomstein
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitMargot Bloomstein
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCMargot Bloomstein
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Margot Bloomstein
 
Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Margot Bloomstein
 
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Margot Bloomstein
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayMargot Bloomstein
 
Defining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabDefining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabMargot Bloomstein
 
Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Margot Bloomstein
 
Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Margot Bloomstein
 
Content strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMContent strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMMargot Bloomstein
 

Plus de Margot Bloomstein (20)

Designing for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart SeattleDesigning for Trust in an Uncertain World at An Event Apart Seattle
Designing for Trust in an Uncertain World at An Event Apart Seattle
 
Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018Designing trust in an era of self-validating facts at Fluxible 2018
Designing trust in an era of self-validating facts at Fluxible 2018
 
How to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow ExperiencesHow to Embrace Pace with Content Strategy for Slow Experiences
How to Embrace Pace with Content Strategy for Slow Experiences
 
Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018Content Strategy for Slow Experiences at Generate NYC 2018
Content Strategy for Slow Experiences at Generate NYC 2018
 
Empowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day BostonEmpowerment in an era of self-validating facts at World IA Day Boston
Empowerment in an era of self-validating facts at World IA Day Boston
 
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
Brand-Driven Content Strategy: Creating a Message Architecture Workshop at Co...
 
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...
 
Communicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSWCommunicating in an Era of Self-Validating Facts at SXSW
Communicating in an Era of Self-Validating Facts at SXSW
 
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
Behind Your Back: How Other Industries Talk About Higher Ed at ConfabEDU 2016
 
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
Brand-driven Content Strategy: Developing a Message Architecture workshop at ...
 
Content Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummitContent Strategy for an Era of Self-Validating Facts at CSsummit
Content Strategy for an Era of Self-Validating Facts at CSsummit
 
Establishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYCEstablishing a Brand-driven Message Architecture WebVisions NYC
Establishing a Brand-driven Message Architecture WebVisions NYC
 
Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015Jumpstarting content strategy with a message architecture at Converge2015
Jumpstarting content strategy with a message architecture at Converge2015
 
Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015Expanding our expectations of "everyone" at Content Strategy Summit 2015
Expanding our expectations of "everyone" at Content Strategy Summit 2015
 
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
Brand-driven Content Strategy: Developing a Message Architecture at Confab In...
 
Content Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design DayContent Strategy for Slow Experiences at Web Design Day
Content Strategy for Slow Experiences at Web Design Day
 
Defining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at ConfabDefining Our Profession Defining Ourselves at Confab
Defining Our Profession Defining Ourselves at Confab
 
Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15Content strategy for Slow Experiences at HowLive15
Content strategy for Slow Experiences at HowLive15
 
Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15Knowing Yourself Amid Constraints NowWhat15
Knowing Yourself Amid Constraints NowWhat15
 
Content strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCMContent strategy for deliberate discovery at CongresCM
Content strategy for deliberate discovery at CongresCM
 

Dernier

Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Marketing BRANDING
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMsearchextensionin
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...sowmyrao14
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar CManojkumar C
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Marketing BRANDING
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Creating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfCreating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfgopzzzin
 
Digital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet MarketingDigital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet MarketingShauryaBadaya
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.Kashish Bindra
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignnersmuntasibkhan58
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelSearch Engine Journal
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local LeadsSearch Engine Journal
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxGeorgeCulica
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Associazione Digital Days
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfolivalibereo
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMagdalena Kulisz
 

Dernier (20)

Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
 
Understand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMMUnderstand the Key differences between SMO and SMM
Understand the Key differences between SMO and SMM
 
The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...The Evolution of Internet : How consumers use technology and its impact on th...
The Evolution of Internet : How consumers use technology and its impact on th...
 
top marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar Ctop marketing posters - Fresh Spar Technologies - Manojkumar C
top marketing posters - Fresh Spar Technologies - Manojkumar C
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition2024 WTF - what's working in mobile user acquisition
2024 WTF - what's working in mobile user acquisition
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Creating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdfCreating a Successful Digital Marketing Campaign.pdf
Creating a Successful Digital Marketing Campaign.pdf
 
Digital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet MarketingDigital Marketing Courses In Pune- school Of Internet Marketing
Digital Marketing Courses In Pune- school Of Internet Marketing
 
Digital Marketing complete introduction.
Digital Marketing complete introduction.Digital Marketing complete introduction.
Digital Marketing complete introduction.
 
Best digital marketing e-book form bignners
Best digital marketing e-book form bignnersBest digital marketing e-book form bignners
Best digital marketing e-book form bignners
 
Content Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing FunnelContent Marketing: How To Find The True Value Of Your Marketing Funnel
Content Marketing: How To Find The True Value Of Your Marketing Funnel
 
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads2024's Top PPC Tactics: Triple Your Google Ads Local Leads
2024's Top PPC Tactics: Triple Your Google Ads Local Leads
 
Codes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptxCodes and Conventions of Film Magazine Covers.pptx
Codes and Conventions of Film Magazine Covers.pptx
 
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
Francesco d’Angela, Service Designer di @HintoGroup- “Oltre la Frontiera Crea...
 
Exploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdfExploring the Impact of Social Media Trends on Society.pdf
Exploring the Impact of Social Media Trends on Society.pdf
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
Miss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdfMiss Immigrant USA Activity Pageant Program.pdf
Miss Immigrant USA Activity Pageant Program.pdf
 

Base your content strategy on a message architecture CongresCM

  • 1. Margot Bloomstein @mbloomstein Congres Web Redactie #congrescm November 20, 2014 BASE YOUR CONTENT STRATEGY ON A MESSAGE ARCHITECTURE
  • 2. Social media is an opportunity. But tools merely empower a message.
  • 4. @mbloomstein | #congrescm 4CC Sam Korn, via Wikipedia Gnothi sauton
  • 5. @mbloomstein | #congrescm 5 Know thyself. We invest in knowing our users, but how well do we know our own brands?
  • 6. If you don’t know what you need to communicate, how will you know if you succeed? How do you know where to put resources, time, and talent?
  • 7. @mbloomstein | #congrescm 7 First things first. Why blog, conduct a content audit, add video testimonials, Tweet, Instagram, consolidate site architecture, switch to a new CMS, Pin, or go “mobile first”… if you don’t know what you need to communicate?
  • 8. Tools enable how we conceive ideas, perceive our world, and see ourselves
  • 9.
  • 11. @mbloomstein | #congrescm 11 What is content strategy? Planning for the creation, delivery, and governance of useful, usable, and brand-appropriate content.
  • 12. If you don’t know what you need to communicate, how will you know if you succeed? How will you know where to invest your time, budget, and creativity?
  • 13. @mbloomstein | #congrescm 13 Steps along the way… Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 14. @mbloomstein | #congrescm 14 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 15. @mbloomstein | #congrescm 15 A little thing with big impact.
  • 16. 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.”
  • 17. @mbloomstein | #congrescm 17 A little thing with big impact.
  • 18. @mbloomstein | #congrescm 18 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
  • 19. @mbloomstein | #congrescm 19 What did the content need to do? • Offer fast, easy access • Encourage personalization • Convey local relevance • Facilitate sharing • Communicate quirkiness • Allow for easy, infrequent updates • Support a few structured content types
  • 24. @mbloomstein | #congrescm 24 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.
  • 25. @mbloomstein | #congrescm 25 Message architecture drives a consistent user experience
  • 26. @mbloomstein | #congrescm 26 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and design
  • 27. @mbloomstein | #congrescm 27 Nomenclature and labels Content types and media Content elements Calls to action and instructional copy Sentence structure, diction, and tone …and content
  • 28. @mbloomstein | #congrescm 28 Not all channels are right for all goals. Academic and serious? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  • 29. @mbloomstein | #congrescm 29 Not all channels are right for all goals. Fun and engaging? • Annual reports • Articles on your site • Articles on other sites • Blogs • Books • Branded tools • Case studies • Digital magazines • eBooks • Email newsletters • Facebook posts • Games • In-person events • Infographics • Licensed/syndicated content • LinkedIn posts • Microsites • Mobile apps • Online presentations • Podcasts • Print magazines • Print newsletters • Research reports • Twitter • Videos • Virtual conferences • Webinars/webcasts • Whitepapers Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
  • 31. @mbloomstein | #congrescm 31 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious Message architecture
  • 32. @mbloomstein | #congrescm 32 Message architecture drives a consistent user experience, visually and verbally.
  • 34. @mbloomstein | #congrescm 34 Lush layout and elegant typography • Spread-to-spread sightlines and flow • Wider borders • Layered background images • Italic titles with initial drop caps • Serif body copy
  • 36. @mbloomstein | #congrescm 36 Imagery of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
  • 38. @mbloomstein | #congrescm 38 Accessible, informative copy • First-person plural • Frequent rhetorical asides • Shorter sentences • Clear, concrete explanations
  • 40. @mbloomstein | #congrescm 40 Message architecture Content audit Content types Content model & matrix Editorial style guidelines and calendar
  • 41. @mbloomstein | #congrescm 41 Editorial calendar: Schedule topics to manifest the message architecture
  • 42. @mbloomstein | #congrescm 42 What are our goals in getting there? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
  • 44. @mbloomstein | #congrescm 44 • Who we are • Who we’re not • Who we’d like to be Go with your gut! ~20 minutes Step 1
  • 45. @mbloomstein | #congrescm 45 Who we are  Who we’d like to be Be aspirational. What needs to change? Step 2
  • 46. @mbloomstein | #congrescm 46 • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations Step 3
  • 47. @mbloomstein | #congrescm 47 Words are valuable, but meaningless without context and priority.
  • 48. @mbloomstein | #congrescm 48 Casual, but not informal.
  • 49. @mbloomstein | #congrescm 49 Streamlined but elegant.
  • 50. @mbloomstein | #congrescm 50 Traditional, but edgy.
  • 52. @mbloomstein | #congrescm 52 Why do this? • Gain standards by which to conduct a qualitative audit. What is “good” anyway? • Determine keywords for SEO • Plan content types to meet communication goals • Prioritize CMS modifications to support them • Reallocate budget and resources across channels
  • 53. @mbloomstein | #congrescm 53 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
  • 54. @mbloomstein | #congrescm 54 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their owners or © Margot Bloomstein as noted.