Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
#BathContent | @mbloomstein
© 2013© 2012
Margot Bloomstein
Bath CS Meetup April 2013
@mbloomstein #BathContent
CONTENT STR...
@mbloomstein
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
What is content strategy?
Planning for the creation, aggregation,
delivery, and governa...
#BathContent | @mbloomstein
© 2013
This is not how to have
more content.
This is about how to have
better content.
#BathContent | @mbloomstein
© 2013
Sustainable content is content you can
create—and maintain—without going
broke, without...
#BathContent | @mbloomstein
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content ...
#BathContent | @mbloomstein
© 2013
Deliverables are
merely punctuation in
the conversation.
They can’t replace the
convers...
#BathContent | @mbloomstein
© 2013
YOU CANNOT ACT IN
PASSIVE VOICE.
©Margot Bloomstein
#BathContent | @mbloomstein
© 2013
YOU CANNOT ACT IN
PASSIVE VOICE.
to change, empower, support,
advocate, teach, simplify...
#BathContent | @mbloomstein
© 2013
Whose job is this, anyhow?
#BathContent | @mbloomstein
© 2013
©Skillset.org
#BathContent | @mbloomstein
© 2013
Why content strategy?
#BathContent | @mbloomstein
© 2013
Why content strategy?
Because we all want the same thing,
but content keeps screwing it...
#BathContent | @mbloomstein
© 2013
Deliver on time, on budget
#BathContent | @mbloomstein
© 2013
Maintain a consistent vision
#BathContent | @mbloomstein
© 2013
Support a holistic user experience
#BathContent | @mbloomstein
© 2013
Support a holistic user experience
…that can span platforms,
separating form and content
#BathContent | @mbloomstein
© 2013
Ensure cross-channel consistency
#BathContent | @mbloomstein
© 2013
Ensure cross-channel consistency
…among multiple bloggers
#BathContent | @mbloomstein
© 2013
Ensure cross-channel consistency
…among print
and web
and phone
#BathContent | @mbloomstein
© 2013
Ensure cross-channel consistency
…between Twitter and Facebook
Confront your content
Confront your content
…and your communication goals.
If you don’t know
what you need to communicate,
how will you know if you succeed?
#BathContent | @mbloomstein
© 2013
Establish the
message architecture.
#BathContent | @mbloomstein
© 2013
Establish the
message architecture.
#BathContent | @mbloomstein
© 2013
What’s a message architecture?
A hierarchy of communication goals
that reflects a commo...
#BathContent | @mbloomstein
© 2013
How could we prove this is a car not like
anything else out there? It’s a small car,
bu...
#BathContent | @mbloomstein
© 2013
A little thing with big impact.
#BathContent | @mbloomstein
© 2013
Message architecture
Premium technology
• Assertive; ready to perform as a driver’s car...
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
If these emails are boring you
and you don’t mind missing out
on all the lip-smackin’ s...
#BathContent | @mbloomstein
© 2013
Message architecture drives
the user experience
#BathContent | @mbloomstein
© 2013
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in conte...
#BathContent | @mbloomstein
© 2013
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
#BathContent | @mbloomstein
© 2013
…and in the choice of features
and content types
#BathContent | @mbloomstein
© 2013
Here’s another example:
Cheeky
• Witty and fun
• Young without being childish
Customer ...
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
From: Little MOO | Print Robot <noreply@moo.com>
Subject: MOO | Order 0629312615 | Conf...
#BathContent | @mbloomstein
© 2013
Message
architecture
Content
audit
Content
types
Nomenclature
Editorial style
guideline...
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mblo...
Bath CS Meetup: Content Strategy Gets to Work
Bath CS Meetup: Content Strategy Gets to Work
Prochain SlideShare
Chargement dans…5
×

Bath CS Meetup: Content Strategy Gets to Work

4 135 vues

Publié le

Join Bath Content Strategy Meetup for an evening with content strategist Margot Bloomstein, author of Content Strategy at Work: Real World Stories to Strengthen Every Interactive Project. Even if content strategy isn't your job, content's probably your problem--and probably more than you think.
You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it.
So many ways, so much content... so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists.
Content Strategy at Work offers an unparalleled collection of case studies and interviews from a range of industries and project times for real-world examples and approaches you can adopt, no matter your role on the team. Margot will share perspective and bring some of those case studies to life with Q&A and a drawing for a free copy--or get yours ahead of time from Amazon UK.

Presented at the Bath UK Content Strategy Meetup, #BathContent, April 11, 2013 in Bath, UK.

  • Soyez le premier à commenter

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
  3. #BathContent | @mbloomstein © 2013
  4. #BathContent | @mbloomstein © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  5. #BathContent | @mbloomstein © 2013 This is not how to have more content. This is about how to have better content.
  6. #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
  7. #BathContent | @mbloomstein © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  8. #BathContent | @mbloomstein © 2013 Deliverables are merely punctuation in the conversation. They can’t replace the conversation.
  9. #BathContent | @mbloomstein © 2013 YOU CANNOT ACT IN PASSIVE VOICE. ©Margot Bloomstein
  10. #BathContent | @mbloomstein © 2013 YOU CANNOT ACT IN PASSIVE VOICE. to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… YOU NEED AN OWNER.
  11. #BathContent | @mbloomstein © 2013 Whose job is this, anyhow?
  12. #BathContent | @mbloomstein © 2013 ©Skillset.org
  13. #BathContent | @mbloomstein © 2013 Why content strategy?
  14. #BathContent | @mbloomstein © 2013 Why content strategy? Because we all want the same thing, but content keeps screwing it up.
  15. #BathContent | @mbloomstein © 2013 Deliver on time, on budget
  16. #BathContent | @mbloomstein © 2013 Maintain a consistent vision
  17. #BathContent | @mbloomstein © 2013 Support a holistic user experience
  18. #BathContent | @mbloomstein © 2013 Support a holistic user experience …that can span platforms, separating form and content
  19. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency
  20. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency …among multiple bloggers
  21. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency …among print and web and phone
  22. #BathContent | @mbloomstein © 2013 Ensure cross-channel consistency …between Twitter and Facebook
  23. Confront your content
  24. Confront your content …and your communication goals.
  25. If you don’t know what you need to communicate, how will you know if you succeed?
  26. #BathContent | @mbloomstein © 2013 Establish the message architecture.
  27. #BathContent | @mbloomstein © 2013 Establish the message architecture.
  28. #BathContent | @mbloomstein © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary. A little thing with big impact.
  29. #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.
  30. #BathContent | @mbloomstein © 2013 A little thing with big impact.
  31. #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
  32. #BathContent | @mbloomstein © 2013
  33. #BathContent | @mbloomstein © 2013
  34. #BathContent | @mbloomstein © 2013
  35. #BathContent | @mbloomstein © 2013
  36. #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.
  37. #BathContent | @mbloomstein © 2013 Message architecture drives the user experience
  38. #BathContent | @mbloomstein © 2013 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
  39. #BathContent | @mbloomstein © 2013 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  40. #BathContent | @mbloomstein © 2013 …and in the choice of features and content types
  41. #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
  42. #BathContent | @mbloomstein © 2013
  43. #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
  44. #BathContent | @mbloomstein © 2013 Message architecture Content audit Content types Nomenclature Editorial style guidelines and calendar
  45. #BathContent | @mbloomstein © 2013
  46. #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.

×