More Related Content Similar to Bath CS Meetup: Content Strategy Gets to Work (20) More from Margot Bloomstein (20) Bath CS Meetup: Content Strategy Gets to Work6. #BathContent | @mbloomstein
© 2013
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
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
12. #BathContent | @mbloomstein
© 2013
YOU CANNOT ACT IN
PASSIVE VOICE.
to change, empower, support,
advocate, teach, simplify,
consolidate, remind, inform…
YOU NEED AN OWNER.
27. If you don’t know
what you need to communicate,
how will you know if you succeed?
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.
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
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.
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
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
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.