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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© 2013© 2012
Margot Bloomstein
Bath CS Meetup April 2013
@mbloomstein #BathContent
CONTENT STRATEGY
GETS TO WORK

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What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.

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This is not how to have
more content.
This is about how to have
better content.

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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

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Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines

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Deliverables are
merely punctuation in
the conversation.
They can’t replace the
conversation.

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YOU CANNOT ACT IN
PASSIVE VOICE.
©Margot Bloomstein

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YOU CANNOT ACT IN
PASSIVE VOICE.
to change, empower, support,
advocate, teach, simplify,
consolidate, remind, inform…
YOU NEED AN OWNER.

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Whose job is this, anyhow?

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©Skillset.org

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Why content strategy?

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Why content strategy?
Because we all want the same thing,
but content keeps screwing it up.

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Deliver on time, on budget

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Maintain a consistent vision

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Support a holistic user experience

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Support a holistic user experience
…that can span platforms,
separating form and content

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Ensure cross-channel consistency

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Ensure cross-channel consistency
…among multiple bloggers

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Ensure cross-channel consistency
…among print
and web
and phone

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Ensure cross-channel consistency
…between Twitter and Facebook

25. Confront your content

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?

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Establish the
message architecture.

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Establish the
message architecture.

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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
A little thing with big impact.

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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.

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A little thing with big impact.

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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

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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.

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Message architecture drives
the user experience

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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content

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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design

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…and in the choice of features
and content types

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Here’s another example:
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible

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Subject: MOO | Order 0629312615 | Confirmed
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© 2013
Message
architecture
Content
audit
Content
types
Nomenclature
Editorial style
guidelines and
calendar

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© 2013

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© 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.