Content strategy SmartUsefulPaperTrained
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Is content strategy the dog your team’s been begging you to adopt? Better yet, is it the dog that followed you home, and now you wonder if you can keep him? Go ahead, let him sleep at the foot of your bed. Whether you work in a team of one or in a large marketing group, in a university, museum, or library, content strategy is the smartest thing you can add to the family. Attentive, loyal, consistent…we’re not just talking about Fido. If you’re trying to find ways to differentiate your brand, connect with your audience, prioritize competing features, and align those tactical decisions with larger communication goals, content strategy can help. Whether you focus on design, information architecture, social media, or other areas, we’ll discuss how you can incorporate insights from this aspect of user experience design into your next project. Learn the questions a content strategist would bring to the table so you help your work come in on time, on budget, and with consistency and compelling engagement. Discover how to make the case for content strategy to others in your organization—and why it’s worth it to teach an old dog new tricks. Presented at edUi, #eduiconf, October 13, 2011.
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Content strategy SmartUsefulPaperTrained
- 1. #eduiconf | @mbloomstein 1 © 2011© 2011 Margot Bloomstein edUi October 13, 2011 @mbloomstein #eduiconf CONTENT STRATEGY: SMART, USEFUL, & PAPER-TRAINED
- 2. #eduiconf | @mbloomstein 2 © 2011 ©Skillset.org
- 3. #eduiconf | @mbloomstein 3 © 2011 Why content strategy?
- 4. #eduiconf | @mbloomstein 4 © 2011 Why content strategy? Because we all want the same thing, but content keeps getting in the way.
- 5. #eduiconf | @mbloomstein 5 © 2011 Integrate a new CMS
- 6. #eduiconf | @mbloomstein 6 © 2011 Deliver on time
- 7. #eduiconf | @mbloomstein 7 © 2011 Stay in budget
- 8. #eduiconf | @mbloomstein 8 © 2011 Minimize revisions
- 9. #eduiconf | @mbloomstein 9 © 2011 Maintain a consistent vision
- 10. #eduiconf | @mbloomstein 10 © 2011 Ensure the site can evolve
- 11. #eduiconf | @mbloomstein 11 © 2011 Support a holistic user experience
- 12. #eduiconf | @mbloomstein 12 © 2011 Maintain long-term consistency
- 13. #eduiconf | @mbloomstein 13 © 2011 Keep the voice in error messages
- 14. #eduiconf | @mbloomstein 14 © 2011 Ensure cross-channel consistency
- 15. #eduiconf | @mbloomstein 15 © 2011 Ensure cross-channel consistency …among multiple bloggers
- 16. #eduiconf | @mbloomstein 16 © 2011 Ensure cross-channel consistency …among print and web and phone
- 17. #eduiconf | @mbloomstein 17 © 2011 Ensure cross-channel consistency …between Twitter and Facebook
- 18. #eduiconf | @mbloomstein 18 © 2011
- 19. #eduiconf | @mbloomstein 19 © 2011 That is where content strategy can help.
- 20. #eduiconf | @mbloomstein 20 © 2011http://www.zazzle.com/free_puppies_in_a_box_poster-228189291387833533
- 21. #eduiconf | @mbloomstein 21 © 2011 Free like beer?
- 22. #eduiconf | @mbloomstein 22 © 2011 Free like speech?
- 23. #eduiconf | @mbloomstein 23 © 2011 Free like puppies.
- 24. #eduiconf | @mbloomstein 24 © 2011
- 25. #eduiconf | @mbloomstein 25 © 2011 Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. What is content strategy?
- 26. #eduiconf | @mbloomstein 26 © 2011 ©Skillset.org
- 27. #eduiconf | @mbloomstein 27 © 2011 Put on your designer hat. How do you visualize abstract concepts without concrete terms?
- 28. #eduiconf | @mbloomstein 28 © 2011 Make us look innovative, but not risky.
- 29. #eduiconf | @mbloomstein 29 © 2011 Traditional but edgy.
- 30. #eduiconf | @mbloomstein 30 © 2011 ©Warby Parker
- 31. #eduiconf | @mbloomstein 31 © 2011 More
- 32. #eduiconf | @mbloomstein 32 © 2011 More like
- 33. #eduiconf | @mbloomstein 33 © 2011 More like Apple.
- 34. #eduiconf | @mbloomstein 34 © 2011
- 35. #eduiconf | @mbloomstein 35 © 2011
- 36. #eduiconf | @mbloomstein 36 © 2011 More like Apple’s “message architecture” Confident but approachable; accessible Simple Minimal detail Streamlined and anticipatory Inviting, friendly Supportive but not fawning
- 37. #eduiconf | @mbloomstein 37 © 2011 Old dog, new tricks: message architecture
- 38. #eduiconf | @mbloomstein 38 © 2011 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
- 39. #eduiconf | @mbloomstein 39 © 2011 What’s a message architecture? Concrete, shared terminology— not abstract concepts.
- 40. #eduiconf | @mbloomstein 40 © 2011 Words are valuable, but meaningless without context and priority.
- 41. #eduiconf | @mbloomstein 41 © 2011 Cardsorting: • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
- 42. #eduiconf | @mbloomstein 42 © 2011
- 43. #eduiconf | @mbloomstein 43 © 2011 Prioritize key messages
- 44. #eduiconf | @mbloomstein 44 © 2011 Prioritize key messages Design, write, and organize around those messages
- 45. #eduiconf | @mbloomstein 45 © 2011 Prioritize key messages Design, write, and organize around those messages Invest time now to save budget for later
- 46. #eduiconf | @mbloomstein 46 © 2011 Why do this? Words are cheaper than comps.
- 47. #eduiconf | @mbloomstein 47 © 2011 Why do this? Content strategy can help you communicate.
- 48. #eduiconf | @mbloomstein 48 © 2011 Why do this? Content strategy can help you communicate—with less time, money, and stress.
- 49. #eduiconf | @mbloomstein 49 © 2011 How can you do this? The money you save in early rounds of creative revision can more than pay for your message architecture.
- 50. #eduiconf | @mbloomstein 50 © 2011 Here’s an example… Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
- 51. #eduiconf | @mbloomstein 51 © 2011
- 52. #eduiconf | @mbloomstein 52 © 2011 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
- 53. #eduiconf | @mbloomstein 53 © 2011 Message architecture… Cheeky Customer oriented and responsive Helpful
- 54. #eduiconf | @mbloomstein 54 © 2011 Versus brand values? Design Innovation Community Excellence These inspire, but without priority.
- 55. #eduiconf | @mbloomstein 55 © 2011 Versus a mission or vision? “Great design for everyone” Vision and direction are different. This inspires, but isn’t tactical.
- 56. #eduiconf | @mbloomstein 56 © 2011
- 57. #eduiconf | @mbloomstein 57 © 2011 Gracious • Welcoming, anticipatory service Elite and premium • Selective membership • “Curated” experiences Traditional • Enduring heritage • Preserving appreciation for quality Message architecture?
- 58. #eduiconf | @mbloomstein 58 © 2011
- 59. #eduiconf | @mbloomstein 59 © 2011
- 60. #eduiconf | @mbloomstein 60 © 2011 Elevating the distinct and whole person • Appreciative of the journey, supportive Rigorous, passionate, intense • Practical; research & problem-solving Welcoming • Approachable, accessible; inclusive, not entitled • Fair and egalitarian Engaged • Progressive • Community-minded
- 61. #eduiconf | @mbloomstein 61 © 2011
- 62. #eduiconf | @mbloomstein 62 © 2011 IAs and project managers… How do you plan for the future if you don’t fully understand the present?
- 63. #eduiconf | @mbloomstein 63 © 2011 How long?
- 64. #eduiconf | @mbloomstein 64 © 2011 How many screens?
- 65. #eduiconf | @mbloomstein 65 © 2011 How many modules?
- 66. #eduiconf | @mbloomstein 66 © 2011 How many wireframes?
- 67. #eduiconf | @mbloomstein 67 © 2011 How many content types?
- 68. #eduiconf | @mbloomstein 68 © 2011© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/ Vision
- 69. #eduiconf | @mbloomstein 69 © 2011 What do we have?
- 70. #eduiconf | @mbloomstein 70 © 2011 How will we get more?
- 71. #eduiconf | @mbloomstein 71 © 2011 What do we have? Is it any good?
- 72. #eduiconf | @mbloomstein 72 © 2011 Conduct a content audit Conduct a quantitative and qualitative assessment of the current content against the goals of the message architecture.
- 73. #eduiconf | @mbloomstein 73 © 2011 Quantitative • Conduct a head count • Check parity of length and consistency of structure
- 74. #eduiconf | @mbloomstein 74 © 2011 Qualitative: is it good? Redundant, outdated, trivial?
- 75. #eduiconf | @mbloomstein 75 © 2011 Qualitative: is it good? Accurate? Current? Relevant? “Good” doesn’t have to be subjective!
- 76. #eduiconf | @mbloomstein 76 © 2011 So where to from here? • Prioritize new content types against the new communication goals. • Stay “no” and have a strategy behind it. • Ask not “How many pages,” but “what do we need to meet our communication goals?”
- 77. #eduiconf | @mbloomstein 77 © 2011 Content strategy can strengthen what you’re already doing. • Rally everyone around a vision • Minimize early design revisions • Align budget to communication goals • Cut subjectivity in tactical decisions
- 78. #eduiconf | @mbloomstein 78 © 2011 Content strategy, your new best friend.
- 79. #eduiconf | @mbloomstein 79 © 2011 But wait! There’s MORE! • Content Strategy Google Group • Meetup.com/ your local content strategy chapter • Twitter: follow #contentstrategy • Content Strategy at Work, coming this spring!
- 80. #eduiconf | @mbloomstein 80 © 2011 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein #eduiconf