AIGA Maine hosted content strategist Margot Bloomstein, author of Content Strategy at Work: Real World Stories to Strengthen Every Interactive Project (Morgan Kaufmann 2012). 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, designers, copywriters, 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 shared perspectives and brought some of those case studies to life in this talk. Presented at AIGA Maine at the Space Gallery April 1, 2014, in Portland Maine. More info: http://maine.aiga.org/aiga-maine-presents-margot-bloomstein/

8. © narniafans.com

9. ©Skillset.org

11. © The Creative Group

13. “

25. THIS CAN
HAPPEN.

29. Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible

31. 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

32. Cheeky
Customer oriented and responsive
Helpful

34. “Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.

36. Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality

45. 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

50. 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.

51. Message architecture drives
the user experience

52. …in content

53. …and in design

54. …and in the choice of features
and content types

59. ©Warby Parker

63. •
•
•
•
•
•