Contenu connexe Similaire à Content strategy: message matters (20) Plus de Margot Bloomstein (20) Content strategy: message matters1. #gilbaneboston | @mbloomstein 1
Appropriate, Inc. © 2010
Margot Bloomstein
@mbloomstein
#gilbaneboston
Gilbane Boston 120210
Content strategy:
Message matters.
flickr.com/KandyJaxx
3. #gilbaneboston | @mbloomstein 3
Appropriate, Inc. © 2010
Why content strategy?
Because we all want the same things,
but content keeps getting in the way.
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
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?
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?
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”
41. #gilbaneboston | @mbloomstein 41
Appropriate, Inc. © 2010
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
48. #gilbaneboston | @mbloomstein 48
Appropriate, Inc. © 2010
Content and design that
share a message architecture
drive a more cohesive and
consistent user experience.
50. #gilbaneboston | @mbloomstein 50
Appropriate, Inc. © 2010
Use the message architecture
to prioritize new features,
upsell new content types, and
anticipate user-generated
content.
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.
$
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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