Contenu connexe Similaire à First things first: message matters (20) Plus de Margot Bloomstein (20) First things first: message matters1. #csforum11 | @mbloomstein 1
© 2011© 2011
Margot Bloomstein
CS Forum 090511
@mbloomstein
FIRST THINGS FIRST:
MESSAGE MATTERS.
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Unless you understand what people are
trying to do with your content you cannot
know if it’s working or not.”
(Gerry McGovern, 45 minutes ago)
“
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Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
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First things first.
Why even do this…redesign this website,
let the CEO start blogging,
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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content,
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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
26. #csforum11 | @mbloomstein 26
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
27. #csforum11 | @mbloomstein 27
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials,
28. #csforum11 | @mbloomstein 28
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews,
29. #csforum11 | @mbloomstein 29
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
30. #csforum11 | @mbloomstein 30
© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
if you don’t know what you need to
communicate?
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
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Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
(my methodology)
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Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.
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Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
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Why do this?
Sell new content types to manifest the
message architecture—not just because
they’re trendy.
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A little thing with big impact.
How could we prove this is a car not like
anything else out there? It’s a small car,
but it’s premium. You get a Porsche 911
ride for a fifth of the cost. It’s got history…
but in Europe.
You need to give people content to give
them history.”
“
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Message architecture
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
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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.
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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
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So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
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So where to from here?
New content types: prioritize features
against the new communication goals.
Experience? Portfolio.
Trust and responsiveness? Testimonials.
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So where to from here?
Editorial style guidelines: determine
diction, sentence structure, formality, etc.
Traditional?
Longer sentences, more Latinate verbs,
pragmatic use of passive voice, etc.
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Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#csforum11
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