Is content an afterthought when you chart a path to consumer engagement? Web content is the key to a successful user experience and delivering a consistent brand message. Presented at Gilbane Boston 2010 (#gilbaneboston), this session outlined how to develop messaging to kick off the content strategy process. Part 1 of 2. Colleen Jones presented the second half, Content Strategy: The Secret of Engagement (http://www.slideshare.net/leenjones/content-strategy-the-secret) Presented at Gilbane Boston, #gilbaneboston, December 2, 2010.

1. #gilbaneboston | @mbloomstein 1
Appropriate, Inc. © 2010
Margot Bloomstein
@mbloomstein
#gilbaneboston
Gilbane Boston 120210
Content strategy:
Message matters.
flickr.com/KandyJaxx

2. #gilbaneboston | @mbloomstein 2
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Why content strategy?

3. #gilbaneboston | @mbloomstein 3
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Why content strategy?
Because we all want the same things,
but content keeps getting in the way.

4. #gilbaneboston | @mbloomstein 4
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©Skillset.org

5. #gilbaneboston | @mbloomstein 5
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Deliver
on time

6. #gilbaneboston | @mbloomstein 6
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget

7. #gilbaneboston | @mbloomstein 7
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need

8. #gilbaneboston | @mbloomstein 8
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)

9. #gilbaneboston | @mbloomstein 9
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience

10. #gilbaneboston | @mbloomstein 10
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals

11. #gilbaneboston | @mbloomstein 11
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan

12. #gilbaneboston | @mbloomstein 12
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics

13. #gilbaneboston | @mbloomstein 13
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard

14. #gilbaneboston | @mbloomstein 14
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Ongoing measurement
and optimizationManagement
training
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
A single, master plan

15. #gilbaneboston | @mbloomstein 15
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines

16. #gilbaneboston | @mbloomstein 16
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
When did a clear plan and
concrete communication goals
become nice-to-haves?

17. #gilbaneboston | @mbloomstein 17
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
And what are we
going to do about it?

18. #gilbaneboston | @mbloomstein 18
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
And what are we
going to do about it?
Hi.

19. #gilbaneboston | @mbloomstein 19
Appropriate, Inc. © 2010
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Long-term consistency
Success metrics
Rollout and adoption guidelines
Ongoing measuremen
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stay in budget
Minimize revisions
Build a cohesive
experience
Shared goals
Common language
A single, master plan
Shared priorities
A realistic timeline
Success metrics
Ongoing measurement
and optimizationManagement
training
Plan to evolve and change
Stakeholder
dashboard
Stakeholder
dashboard
Rally everyone
around a vision
Long-term consistency
Long-term consistency
A single, master plan
Rollout and adoption guidelines
And what are we
going to do about it?
Let’s discuss content strategy.

20. #gilbaneboston | @mbloomstein 20
Appropriate, Inc. © 2010
What is content strategy?
Planning for the creation,
aggregation, delivery, and
governance of useful, usable,
and appropriate content in
an experience.

21. #gilbaneboston | @mbloomstein 21
Appropriate, Inc. © 2010
What does that entail?
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines

22. #gilbaneboston | @mbloomstein 22
Appropriate, Inc. © 2010
First things first:
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines

23. #gilbaneboston | @mbloomstein 23
Appropriate, Inc. © 2010
First things first:
What are your communication goals?

24. #gilbaneboston | @mbloomstein 24
Appropriate, Inc. © 2010
First things first:
Why do this?

25. #gilbaneboston | @mbloomstein 25
Appropriate, Inc. © 2010
First things first:
If you don’t know WHY,
how will you know HOW
or if you did it right?

26. #gilbaneboston | @mbloomstein 26
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Before blogging

27. #gilbaneboston | @mbloomstein 27
Appropriate, Inc. © 2010
Before auditing

28. #gilbaneboston | @mbloomstein 28
Appropriate, Inc. © 2010
Even before
choosing the CMS…

29. #gilbaneboston | @mbloomstein 29
Appropriate, Inc. © 2010
establish a
prioritized list of
communication
goals, or message
architecture.
...

30. #gilbaneboston | @mbloomstein 30
Appropriate, Inc. © 2010
How do you convey
abstract concepts
without concrete
terms?

31. #gilbaneboston | @mbloomstein 31
Appropriate, Inc. © 2010
How do you convey
abstract concepts
without concrete
terms?
Make us sound
innovative!

32. #gilbaneboston | @mbloomstein 32
Appropriate, Inc. © 2010
How do you convey
abstract concepts
without concrete
terms?
Make us sound
innovative!
Traditional,
but not
conservative.

33. #gilbaneboston | @mbloomstein 33
Appropriate, Inc. © 2010
More
How do you convey
abstract concepts
without concrete
terms?
Make us sound
innovative!
Traditional,
but not
conservative.

34. #gilbaneboston | @mbloomstein 34
Appropriate, Inc. © 2010
More like
How do you convey
abstract concepts
without concrete
terms?
Make us sound
innovative!
Traditional,
but not
conservative.

35. #gilbaneboston | @mbloomstein 35
Appropriate, Inc. © 2010
Traditional,
but not
conservative.
More like Apple
Make us sound
innovative!
How do you convey
abstract concepts
without concrete
terms?

36. #gilbaneboston | @mbloomstein 36
Appropriate, Inc. © 2010
More like Apple?

37. #gilbaneboston | @mbloomstein 37
Appropriate, Inc. © 2010
More like Apple?

38. #gilbaneboston | @mbloomstein 38
Appropriate, Inc. © 2010
More like Apple?
How does a black
mock turtleneck
sound any way?

39. #gilbaneboston | @mbloomstein 39
Appropriate, Inc. © 2010
Confident but approachable;
an accessible market leader
Simple
Minimal detail with clean,
streamlined, unfussy ID
Inviting, friendly, supportive
but not fawning
More like Apple’s “message architecture”

40. #gilbaneboston | @mbloomstein 40
Appropriate, Inc. © 2010
How do you convey abstract
concepts without concrete
terms?

41. #gilbaneboston | @mbloomstein 41
Appropriate, Inc. © 2010
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.

42. #gilbaneboston | @mbloomstein 42
Appropriate, Inc. © 2010

43. #gilbaneboston | @mbloomstein 43
Appropriate, Inc. © 2010

44. #gilbaneboston | @mbloomstein 44
Appropriate, Inc. © 2010
Prioritize key messages

45. #gilbaneboston | @mbloomstein 45
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Design, write, label, and
organize around those
messages

46. #gilbaneboston | @mbloomstein 46
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Choose content types that
support those messages

47. #gilbaneboston | @mbloomstein 47
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Why do this?
?

48. #gilbaneboston | @mbloomstein 48
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Content and design that
share a message architecture
drive a more cohesive and
consistent user experience.

49. #gilbaneboston | @mbloomstein 49
Appropriate, Inc. © 2010

50. #gilbaneboston | @mbloomstein 50
Appropriate, Inc. © 2010
Use the message architecture
to prioritize new features,
upsell new content types, and
anticipate user-generated
content.

51. #gilbaneboston | @mbloomstein 51
Appropriate, Inc. © 2010

52. #gilbaneboston | @mbloomstein 52
Appropriate, Inc. © 2010
Glossary!
Social sharing!
Live help!
Video!
Testimonials!

53. #gilbaneboston | @mbloomstein 53
Appropriate, Inc. © 2010

54. #gilbaneboston | @mbloomstein 54
Appropriate, Inc. © 2010
Laid back
Minimalist
Clean

55. #gilbaneboston | @mbloomstein 55
Appropriate, Inc. © 2010
Get it all right in fewer
rounds of revision$

56. #gilbaneboston | @mbloomstein 56
Appropriate, Inc. © 2010
Get it all right in fewer
rounds of revision, plus
fewer rounds of creative
revision easily pay for
up-front content
strategy.
$

57. #gilbaneboston | @mbloomstein 57
Appropriate, Inc. © 2010
Your client wanted a new
website because they
wanted to say something
new, right?
Don’t let them waste their
money.
$

58. #gilbaneboston | @mbloomstein 58
Appropriate, Inc. © 2010
How can you differentiate
that message through
high-quality content?
?

59. #gilbaneboston | @mbloomstein 59
Appropriate, Inc. © 2010
How can you differentiate
that message through
high-quality content?
Colleen Jones…
?

60. #gilbaneboston | @mbloomstein 60
Appropriate, Inc. © 2010
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
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