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Defining Our Profession Defining Ourselves at Confab

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What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise that we individually offer and that our clients expect. Is this a problem, or an opportunity? Do you really have to do it all? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? Looking at examples in a variety of industries, we’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise.

Delivered at Confab Central, #ConfabMN, May 22, 2015.

Publié dans : Marketing, Design
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Defining Our Profession Defining Ourselves at Confab

  1. DEFINING OUR PROFESSION, DEFINING OURSELVES Confab Central/Mothership/Minnesota #ConfabMN May 22, 2015 Margot Bloomstein @mbloomstein
  2. Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker 1888, Wiesloch, Germany City pharmacy
  3. City pharmacy = filling station Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker @mbloomstein | #ConfabMN 3
  4. In the absence of best practices, just try, practice, and learn. Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker @mbloomstein | #ConfabMN 4
  5. Perfection is a pursuit Wicked problems pull us forward
  6. 1909, Altoona, Pennsylvania America’s oldest gas station JohnnieandAngela.blogspot.com @mbloomstein | #ConfabMN 6
  7. 1913 Road maps & tire service JohnnieandAngela.blogspot.com
  8. Road maps & tire service Full service Attended pumps Self service Air pumps Squeegees
  9. cc flicker.com/photos/baggis Is this a gas station? @mbloomstein | #ConfabMN 9
  10. “A retail business providing the public a convenient location to quickly purchase a wide array of food, gasoline, and services” NACS, the National Association of Convenience & Fuel Retailing @mbloomstein | #ConfabMN 14
  11. “2400 square feet of packaged consumer items. Today, there are different types of stores: mini stores under canopies, expanded food service, in-store seating.” @mbloomstein | #ConfabMN 15
  12. Industries thrive through differentiation: both buyers and sellers benefit. What’s right for me? What’s right for right now? @mbloomstein | #ConfabMN 16
  13. Prospect: Financial services messaging, workflow, editorial training @mbloomstein | #ConfabMN 17
  14. @mbloomstein | #ConfabMN 18 Prospect: Financial services messaging, workflow, editorial training
  15. @mbloomstein | #ConfabMN 19 Prospect: Financial services messaging, workflow, editorial training for social media
  16. @mbloomstein | #ConfabMN 20 Prospect: Midmarket institutional investment messaging, workflow, editorial training for social media
  17. @mbloomstein | #ConfabMN 21 Prospect: Midmarket institutional investment messaging, workflow, editorial training for social media
  18. @mbloomstein | #ConfabMN 22 vulnerability clarity specificity strength
  19. © Barbara Kruger @mbloomstein | #ConfabMN 23
  20. @mbloomstein | #ConfabMN 24 I help brands clarify their communication goals to develop, instill, and maintain appropriate content and editorial voice.
  21. @mbloomstein | #ConfabMN 25 Content strategy plans for the creation, delivery, and governance of useful, usable and brand-appropriate content. This is how I define content strategy.
  22. @mbloomstein | #ConfabMN 26 Content strategy plans for the creation, publication, and governance of useful, usable content. Kristina Halvorson, A List Apart 2009
  23. @mbloomstein | #ConfabMN 27 Content strategy is to copywriting as information architecture is to design. Rachel Lovinger, Content Strategy: The Philosophy of Data
  24. @mbloomstein | #ConfabMN 28 I work on how content is organized and structured. I translate designs into what needs to be built in the CMS to make the content work the way it's supposed to. Rachel Lovinger (@rlovinger), Razorfish
  25. @mbloomstein | #ConfabMN 29 Content strategy within our practice is less editorial and more strategic. It helps us determine what and how content will help solve business and web goals. Corey Vilhauer (@MrVilhauer), Blend Interactive
  26. @mbloomstein | #ConfabMN 30 We’re like the managing editors of a magazine: we help to define what goes in and make sure all the writing is memorable, fresh, and authentic. Tiffani Jones-Brown (@ticjones), Pinterest
  27. @mbloomstein | #ConfabMN 31 I'm a content strategist. This means I help clients and companies figure out how, when, and why to talk to their audiences. Keri Maijala (@clamhead)
  28. @mbloomstein | #ConfabMN 32 We are management consultants for external messaging and editorial workflow challenges. Ahava Liebtag (@ahaval), Aha Media Group
  29. @mbloomstein | #ConfabMN 33 I am often a ‘fulcrum’ between disciplines. I spend at least half my time focusing on business and cultural change, before thinking about content. Elizabeth McGuane, @emcguane
  30. @mbloomstein | #ConfabMN 34 A content strategist is like a business analyst for your content. We look at how content is currently helping (or hindering) your business and develop a strategy to make it work better. Sally Bagshaw, @snappysentences
  31. Industries thrive through differentiation: both practitioners and clients benefit @mbloomstein | #ConfabMN 35
  32. Industries thrive through differentiation: both practitioners and clients benefit but only when we precisely define our practices and needs and then encourage diversity @mbloomstein | #ConfabMN 36
  33. • Drive the development and organization of content that is useful, compelling and meaningful on our site, all social media platforms, and distributed content • Create user flows, information hierarchies, wireframes, and content strategy • Maintain fluency in industry terminology and develop our “voice” within it • Determine content requirements, inventory existing content, identify gaps, evaluate possible sources for additional material, and manage the process of getting that content into production • Maintain current content audit • Creatively look for opportunities to improve content, consumer experience, and SEO performance • Manage editorial calendar to proactively keep content useful and up to date • Train internal and freelance copywriters; develop any necessary training programs • Develop analytics, conduct consumer and usability testing to help improve the UX • Lead projects with the PR and marcomm team to support campaigns and launches • Work with brand architecture and terminology to guide product organization and internal customer service content and training • Drive the architecture of and improvements to the internal product CMS • Occasionally write or edit content, particularly metadata, titles, alt text and edit general content to optimize for natural search
  34. • Drive the development and organization of content that is useful, compelling and meaningful on our site, all social media platforms, and distributed content • Create user flows, information hierarchies, wireframes, and content strategy • Maintain fluency in industry terminology and develop our “voice” within it • Determine content requirements, inventory existing content, identify gaps, evaluate possible sources for additional material, and manage the process of getting that content into production • Maintain current content audit • Creatively look for opportunities to improve content, consumer experience, and SEO performance • Manage editorial calendar to proactively keep content useful and up to date • Train internal and freelance copywriters; develop any necessary training programs • Develop analytics, conduct consumer and usability testing to help improve the UX • Lead projects with the PR and marcomm team to support campaigns and launches • Work with brand architecture and terminology to guide product organization and internal customer service content and training • Drive the architecture of and improvements to the internal product CMS • Occasionally write or edit content, particularly metadata, titles, alt text and edit general content to optimize for natural search
  35. Without clear differentiation, hiring (and selling) is frustrating, training is expensive, and “content strategy” gets a bad name. @mbloomstein | #ConfabMN 39
  36. @mbloomstein | #ConfabMN 40 But will we dilute the meaning?
  37. But will we dilute the meaning?
  38. @mbloomstein | #ConfabMN 42 But will we dilute the meaning? We’ll free the meaning to communicate what we do or need with greater precision.
  39. “ ”I’m a designer
  40. @mbloomstein | #ConfabMN 44 But what about the generalists?
  41. @mbloomstein | #ConfabMN 45 But what about the generalists? Broaden your knowledge, but narrow your passion.
  42. @mbloomstein | #ConfabMN 46 Broaden your knowledge, but narrow your passion. EXPERTISE
  43. Content strategists, 1. Be precise: own your definition. 2. Get specific: narrow what you want. 3. Be honest—and encouraging. “No… and” @mbloomstein | #ConfabMN 47
  44. Corporations and marketing departments who want to hire content strategists @mbloomstein | #ConfabMN 48
  45. “Clients” @mbloomstein | #ConfabMN 49
  46. Clients 1. Be precise: own your definition. 2. Get specific: narrow what you want. 3. Be honest—and encouraging. “No… and” @mbloomstein | #ConfabMN 50
  47. Content strategy faces two opportunities: expand the industry & specialize within it
  48. because how we define our industry is the sum of how we define ourselves.
  49. THANK YOU! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork © 2015 Appropriate, Inc. http://appropriateinc.com/ideas/growing-t-shaped-content-strategist/ http://www.slideshare.net/jcolman/content-strategy-for-marketers-smx-advanced-2013 http://www.clevegibbon.com/2011/08/what-do-content-strategists-do/

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