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@mbloomstein | #IAS13 1
© 2013© 2011
The secrets of brand-driven
CONTENT STRATEGY
Margot Bloomstein
IA Summit April 2013
@mbloomstein
@mbloomstein | #IAS13 2
© 2013
Unless you understand what people are
trying to do with your content you cannot
know if it’s working or not.”
Gerry McGovern
“
@mbloomstein | #IAS13 3
© 2013
Your serve.
And who are you again? 
@mbloomstein | #IAS13 4
© 2013
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
@mbloomstein | #IAS13 5
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein | #IAS13 6
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Deliverables are
merely punctuation in
the conversation.
Don’t let them replace
the conversation.
Why content strategy?
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
@mbloomstein | #IAS13 10
© 2013
Content demands attention
@mbloomstein | #IAS13 11
© 2013
Because we all want the same thing,
but content keeps getting in the way.
(CC) http://www.flickr.com/photos/slworking
Content requires time
@mbloomstein | #IAS13 12
© 2013
Sustainable content is content you can
create—and maintain—without going
broke, without lowering quality in ways
that make the content suck, and without
working employees into nervous
breakdowns.
Erin Kissane,
The Elements of Content Strategy
@mbloomstein | #IAS13 13
© 2013
Content dredges up politics
©Margot Bloomstein
@mbloomstein | #IAS13 14
© 2013
to change, empower, support,
advocate, teach, simplify,
consolidate, remind, inform…
You cannot act in passive voice
@mbloomstein | #IAS13 15
© 2013
to change, empower, support,
advocate, teach, simplify,
consolidate, remind, inform…
Content demands an owner
& ownership.
You cannot act in passive voice
This is your job now.
@mbloomstein | #IAS13 17
© 2013
©Skillset.org
@mbloomstein | #IAS13 18
© 2013
First things first.
What do you need to communicate?
@mbloomstein | #IAS13 19
© 2013
First things first.
Why even…redesign the website, let the
CEO start blogging, audit the content,
start engaging on Twitter, consolidate the
site architecture, add video testimonials,
incorporate user reviews, develop new
brand guidelines… if you don’t know
what you need to communicate?
If you don’t know what
you need to communicate,
how will you know if you
succeed?
@mbloomstein | #IAS13 21
© 2013
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #IAS13 22
© 2013
A little thing with big impact.
@mbloomstein | #IAS13 23
© 2013
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.”
“
@mbloomstein | #IAS13 24
© 2013
A little thing with big impact.
@mbloomstein | #IAS13 25
© 2013
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
@mbloomstein | #IAS13 26
© 2013
@mbloomstein | #IAS13 27
© 2013
@mbloomstein | #IAS13 28
© 2013
@mbloomstein | #IAS13 29
© 2013
@mbloomstein | #IAS13 30
© 2013
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.
@mbloomstein | #IAS13 31
© 2013
Message architecture drives
the user experience
@mbloomstein | #IAS13 32
© 2013
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
@mbloomstein | #IAS13 33
© 2013
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
@mbloomstein | #IAS13 34
© 2013
…and in the choice of features
and content types
@mbloomstein | #IAS13 35
© 2013
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #IAS13 36
© 2013
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
@mbloomstein | #IAS13 37
© 2013
Welcoming,
but elite.
Selective?
@mbloomstein | #IAS13 38
© 2013
Accessible,
open, and
premiere.
@mbloomstein | #IAS13 39
© 2013
Traditional,
but edgy.
@mbloomstein | #IAS13 40
© 2013
©Warby Parker
@mbloomstein | #IAS13 41
© 2013
Words are valuable,
but meaningless without
context and priority.
(In a few minutes, we’ll
give them context.)
@mbloomstein | #IAS13 42
© 2013
Why do this?
Words are cheaper than comps.
@mbloomstein | #IAS13 43
© 2013
Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.
@mbloomstein | #IAS13 44
© 2013
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
@mbloomstein | #IAS13 45
© 2013
Cardsorting
• Groups of ~5
• Pick 2 people to represent the brand
• Everyone else: put on your content
strategy hats!
@mbloomstein | #IAS13 46
© 2013
Group 1: You’re a nonprofit eldercare provider
in Florida. To attract a broader range of
volunteers and donors, you want to change how
people view senior living in the 21st century.
Group 2: You’re an excellent Midwestern
university known and valued locally—but you
want to grow in relevance and attract more
applicants , faculty, and funding from around
the country and world.
@mbloomstein | #IAS13 47
© 2013
@mbloomstein | #IAS13 48
© 2013
Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut for about 20 minutes.
@mbloomstein | #IAS13 49
© 2013
Group 1: You’re a nonprofit eldercare provider
in Florida. To attract a broader range of
volunteers and donors, you want to change how
people view senior living in the 21st century.
Group 2: You’re an excellent Midwestern
university known and valued locally—but you
want to grow in relevance and attract more
applicants , faculty, and funding from around
the country and world.
@mbloomstein | #IAS13 50
© 2013
@mbloomstein | #IAS13 51
© 2013
Cardsorting
Step two:
• Who we are  Who we’d like to be
Think aspirational.
What needs to change?
~15 minutes
@mbloomstein | #IAS13 52
© 2013
Group 1: You’re a nonprofit eldercare provider
in Florida. To attract a broader range of
volunteers and donors, you want to change how
people view senior living in the 21st century.
Group 2: You’re an excellent Midwestern
university known and valued locally—but you
want to grow in relevance and attract more
applicants , faculty, and funding from around
the country and world.
@mbloomstein | #IAS13 53
© 2013
Cardsorting
Step three:
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
~15 minutes
@mbloomstein | #IAS13 54
© 2013
Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
@mbloomstein | #IAS13 55
© 2013
Why do this?
Promote new content types to manifest
the message architecture—not just
because they’re trendy or feasible.
@mbloomstein | #IAS13 56
© 2013
So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.
@mbloomstein | #IAS13 57
© 2013
So where to from here?
New content types: prioritize features
against the new communication goals.
Experience? Portfolio.
Trust and responsiveness? Testimonials.
Audit time!
@mbloomstein | #IAS13 59
© 2013
The organization
Established and premiere
• Founded in 1896
• International reputation for depth in several areas
• Not really a “destination” for tourists—but definitely for
academics and researchers
Trusted
• Known for research among competitors, but not local audience
• Target audience is loyal, but places greater appreciation in its
tradition and history than modern updates
Kid-friendly
• Seen as ideal for family visits, school field trips, but relatively
unknown for adult applicability within the local target audience
@mbloomstein | #IAS13 60
© 2013
Message architecture
Engaged and curious
• Creating knowledge by supporting rigorous scientific research
and disseminating information
• Driving the public discussion to promote stewardship
• Comprehensive in questions, open-minded in answers
Welcoming
• Accessible“for ages 5 – 95”
• Relevant, tailored
Applicable and relevant
• Practical; engaged & empathizing with the community
• Immediate, cutting-edge, and “in touch”
Innovative
• Ends > means in research, development, and engagement
@mbloomstein | #IAS13 61
© 2013
@mbloomstein | #IAS13 62
© 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
@mbloomstein | #IAS13 63
© 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
@mbloomstein | #IAS13 64
© 2013
@mbloomstein | #IAS13 65
© 2013
@mbloomstein | #IAS13 66
© 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
@mbloomstein | #IAS13 67
© 2013
Audit to understand what you
have and what you need.
Don’t just do it for fun.
Before you can start, you need
to know why.
What are you trying to learn?
@mbloomstein | #IAS13 68
© 2013
@mbloomstein | #IAS13 69
© 2013
Each section* gets its own tab.
@mbloomstein | #IAS13 70
© 2013
Every tab tracks the same data
Quantitative:
• Head count: what do we have?
• Is it consistent?
• Are similar content types
consistent in size and structure?
• Is there parity of length, level of
detail, and tone?
@mbloomstein | #IAS13 71
© 2013
@mbloomstein | #IAS13 72
© 2013
Every tab tracks the same data
Qualitative: is it any good?
• ROT analysis: redundant, outdated, trivial
• Current, relevant, and appropriate
to the message architecture
• Does it serve the communication goals?
• Does it speak to the target audience?
@mbloomstein | #IAS13 73
© 2013
@mbloomstein | #IAS13 74
© 2013
Each piece of content gets a row
Set up dropdowns to constrain data
• Data  Data validation  List  Sources
@mbloomstein | #IAS13 75
© 2013
@mbloomstein | #IAS13 76
© 2013
Message architecture
Passionate about strategic discovery
• Creative, spirited, inspired
• Visionary, innovative thought leader and industry leader
• Flexible
Tactical and hands-on
• In the trenches, in touch
• Detail-oriented and methodical
Pioneering
• Groundbreaking, trend-setting
• Modern and savvy
People-focused and market-driven
• Trusted by medical professionals, researchers, and media
• Industry news source
@mbloomstein | #IAS13 77
© 2013
@mbloomstein | #IAS13 78
© 2013Passionate? Creative? Hands-on? Pioneering and modern? Trusted?
@mbloomstein | #IAS13 79
© 2013
@mbloomstein | #IAS13 80
© 2013
@mbloomstein | #IAS13 81
© 2013
@mbloomstein | #IAS13 82
© 2013
@mbloomstein | #IAS13 83
© 2013
What will you learn?
• What do we have?
• What are the patterns, elements, & types?
• Is it any good?
• Do people even like it? (Check analytics!)
• What do we need to update?
• What do we need to translate?
• Where do we need more?
@mbloomstein | #IAS13 84
© 2013
Where can you go?
• Prescribe new content types
• Advocate for more frequent content updates
• Promote a new editorial calendar
• Reallocate budget across social media channels
@mbloomstein | #IAS13 85
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein | #IAS13 86
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
@mbloomstein | #IAS13 87
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
@mbloomstein | #IAS13 88
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
By whom & when
@mbloomstein | #IAS13 89
© 2013
But first things first:
What are you trying to
communicate?
What content do you have and
what do you need to do that?
@mbloomstein | #IAS13 90
© 2013
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
Title image: http://flickr.com/KandyJaxx
All other images property of their respective owners,
used under a Creative Commons license, or copyright as noted.

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Secrets of Brand-Driven Content Strategy workshop

  • 1. @mbloomstein | #IAS13 1 © 2013© 2011 The secrets of brand-driven CONTENT STRATEGY Margot Bloomstein IA Summit April 2013 @mbloomstein
  • 2. @mbloomstein | #IAS13 2 © 2013 Unless you understand what people are trying to do with your content you cannot know if it’s working or not.” Gerry McGovern “
  • 3. @mbloomstein | #IAS13 3 © 2013 Your serve. And who are you again? 
  • 4. @mbloomstein | #IAS13 4 © 2013 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 5. @mbloomstein | #IAS13 5 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 6. @mbloomstein | #IAS13 6 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 7. Deliverables are merely punctuation in the conversation. Don’t let them replace the conversation.
  • 9. Why content strategy? Because we all want the same thing, but content keeps getting in the way.
  • 10. @mbloomstein | #IAS13 10 © 2013 Content demands attention
  • 11. @mbloomstein | #IAS13 11 © 2013 Because we all want the same thing, but content keeps getting in the way. (CC) http://www.flickr.com/photos/slworking Content requires time
  • 12. @mbloomstein | #IAS13 12 © 2013 Sustainable content is content you can create—and maintain—without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy
  • 13. @mbloomstein | #IAS13 13 © 2013 Content dredges up politics ©Margot Bloomstein
  • 14. @mbloomstein | #IAS13 14 © 2013 to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… You cannot act in passive voice
  • 15. @mbloomstein | #IAS13 15 © 2013 to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… Content demands an owner & ownership. You cannot act in passive voice
  • 16. This is your job now.
  • 17. @mbloomstein | #IAS13 17 © 2013 ©Skillset.org
  • 18. @mbloomstein | #IAS13 18 © 2013 First things first. What do you need to communicate?
  • 19. @mbloomstein | #IAS13 19 © 2013 First things first. Why even…redesign the website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines… if you don’t know what you need to communicate?
  • 20. If you don’t know what you need to communicate, how will you know if you succeed?
  • 21. @mbloomstein | #IAS13 21 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 22. @mbloomstein | #IAS13 22 © 2013 A little thing with big impact.
  • 23. @mbloomstein | #IAS13 23 © 2013 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.” “
  • 24. @mbloomstein | #IAS13 24 © 2013 A little thing with big impact.
  • 25. @mbloomstein | #IAS13 25 © 2013 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
  • 26. @mbloomstein | #IAS13 26 © 2013
  • 27. @mbloomstein | #IAS13 27 © 2013
  • 28. @mbloomstein | #IAS13 28 © 2013
  • 29. @mbloomstein | #IAS13 29 © 2013
  • 30. @mbloomstein | #IAS13 30 © 2013 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.
  • 31. @mbloomstein | #IAS13 31 © 2013 Message architecture drives the user experience
  • 32. @mbloomstein | #IAS13 32 © 2013 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
  • 33. @mbloomstein | #IAS13 33 © 2013 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  • 34. @mbloomstein | #IAS13 34 © 2013 …and in the choice of features and content types
  • 35. @mbloomstein | #IAS13 35 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  • 36. @mbloomstein | #IAS13 36 © 2013 What’s a message architecture? Concrete, shared terminology, not abstract concepts.
  • 37. @mbloomstein | #IAS13 37 © 2013 Welcoming, but elite. Selective?
  • 38. @mbloomstein | #IAS13 38 © 2013 Accessible, open, and premiere.
  • 39. @mbloomstein | #IAS13 39 © 2013 Traditional, but edgy.
  • 40. @mbloomstein | #IAS13 40 © 2013 ©Warby Parker
  • 41. @mbloomstein | #IAS13 41 © 2013 Words are valuable, but meaningless without context and priority. (In a few minutes, we’ll give them context.)
  • 42. @mbloomstein | #IAS13 42 © 2013 Why do this? Words are cheaper than comps.
  • 43. @mbloomstein | #IAS13 43 © 2013 Why do this? Let creative colleagues refine the concept, rather than confirm the purpose.
  • 44. @mbloomstein | #IAS13 44 © 2013 How? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
  • 45. @mbloomstein | #IAS13 45 © 2013 Cardsorting • Groups of ~5 • Pick 2 people to represent the brand • Everyone else: put on your content strategy hats!
  • 46. @mbloomstein | #IAS13 46 © 2013 Group 1: You’re a nonprofit eldercare provider in Florida. To attract a broader range of volunteers and donors, you want to change how people view senior living in the 21st century. Group 2: You’re an excellent Midwestern university known and valued locally—but you want to grow in relevance and attract more applicants , faculty, and funding from around the country and world.
  • 47. @mbloomstein | #IAS13 47 © 2013
  • 48. @mbloomstein | #IAS13 48 © 2013 Cardsorting Step one: • Who we are • Who we’re not • Who we’d like to be Go with your gut for about 20 minutes.
  • 49. @mbloomstein | #IAS13 49 © 2013 Group 1: You’re a nonprofit eldercare provider in Florida. To attract a broader range of volunteers and donors, you want to change how people view senior living in the 21st century. Group 2: You’re an excellent Midwestern university known and valued locally—but you want to grow in relevance and attract more applicants , faculty, and funding from around the country and world.
  • 50. @mbloomstein | #IAS13 50 © 2013
  • 51. @mbloomstein | #IAS13 51 © 2013 Cardsorting Step two: • Who we are  Who we’d like to be Think aspirational. What needs to change? ~15 minutes
  • 52. @mbloomstein | #IAS13 52 © 2013 Group 1: You’re a nonprofit eldercare provider in Florida. To attract a broader range of volunteers and donors, you want to change how people view senior living in the 21st century. Group 2: You’re an excellent Midwestern university known and valued locally—but you want to grow in relevance and attract more applicants , faculty, and funding from around the country and world.
  • 53. @mbloomstein | #IAS13 53 © 2013 Cardsorting Step three: • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations ~15 minutes
  • 54. @mbloomstein | #IAS13 54 © 2013 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
  • 55. @mbloomstein | #IAS13 55 © 2013 Why do this? Promote new content types to manifest the message architecture—not just because they’re trendy or feasible.
  • 56. @mbloomstein | #IAS13 56 © 2013 So where to from here? Content audit: measure quality against the aspirational attributes in the message architecture.
  • 57. @mbloomstein | #IAS13 57 © 2013 So where to from here? New content types: prioritize features against the new communication goals. Experience? Portfolio. Trust and responsiveness? Testimonials.
  • 59. @mbloomstein | #IAS13 59 © 2013 The organization Established and premiere • Founded in 1896 • International reputation for depth in several areas • Not really a “destination” for tourists—but definitely for academics and researchers Trusted • Known for research among competitors, but not local audience • Target audience is loyal, but places greater appreciation in its tradition and history than modern updates Kid-friendly • Seen as ideal for family visits, school field trips, but relatively unknown for adult applicability within the local target audience
  • 60. @mbloomstein | #IAS13 60 © 2013 Message architecture Engaged and curious • Creating knowledge by supporting rigorous scientific research and disseminating information • Driving the public discussion to promote stewardship • Comprehensive in questions, open-minded in answers Welcoming • Accessible“for ages 5 – 95” • Relevant, tailored Applicable and relevant • Practical; engaged & empathizing with the community • Immediate, cutting-edge, and “in touch” Innovative • Ends > means in research, development, and engagement
  • 61. @mbloomstein | #IAS13 61 © 2013
  • 62. @mbloomstein | #IAS13 62 © 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
  • 63. @mbloomstein | #IAS13 63 © 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
  • 64. @mbloomstein | #IAS13 64 © 2013
  • 65. @mbloomstein | #IAS13 65 © 2013
  • 66. @mbloomstein | #IAS13 66 © 2013Engaged & curious? Welcoming? Applicable & relevant? Innovative?
  • 67. @mbloomstein | #IAS13 67 © 2013 Audit to understand what you have and what you need. Don’t just do it for fun. Before you can start, you need to know why. What are you trying to learn?
  • 68. @mbloomstein | #IAS13 68 © 2013
  • 69. @mbloomstein | #IAS13 69 © 2013 Each section* gets its own tab.
  • 70. @mbloomstein | #IAS13 70 © 2013 Every tab tracks the same data Quantitative: • Head count: what do we have? • Is it consistent? • Are similar content types consistent in size and structure? • Is there parity of length, level of detail, and tone?
  • 71. @mbloomstein | #IAS13 71 © 2013
  • 72. @mbloomstein | #IAS13 72 © 2013 Every tab tracks the same data Qualitative: is it any good? • ROT analysis: redundant, outdated, trivial • Current, relevant, and appropriate to the message architecture • Does it serve the communication goals? • Does it speak to the target audience?
  • 73. @mbloomstein | #IAS13 73 © 2013
  • 74. @mbloomstein | #IAS13 74 © 2013 Each piece of content gets a row Set up dropdowns to constrain data • Data  Data validation  List  Sources
  • 75. @mbloomstein | #IAS13 75 © 2013
  • 76. @mbloomstein | #IAS13 76 © 2013 Message architecture Passionate about strategic discovery • Creative, spirited, inspired • Visionary, innovative thought leader and industry leader • Flexible Tactical and hands-on • In the trenches, in touch • Detail-oriented and methodical Pioneering • Groundbreaking, trend-setting • Modern and savvy People-focused and market-driven • Trusted by medical professionals, researchers, and media • Industry news source
  • 77. @mbloomstein | #IAS13 77 © 2013
  • 78. @mbloomstein | #IAS13 78 © 2013Passionate? Creative? Hands-on? Pioneering and modern? Trusted?
  • 79. @mbloomstein | #IAS13 79 © 2013
  • 80. @mbloomstein | #IAS13 80 © 2013
  • 81. @mbloomstein | #IAS13 81 © 2013
  • 82. @mbloomstein | #IAS13 82 © 2013
  • 83. @mbloomstein | #IAS13 83 © 2013 What will you learn? • What do we have? • What are the patterns, elements, & types? • Is it any good? • Do people even like it? (Check analytics!) • What do we need to update? • What do we need to translate? • Where do we need more?
  • 84. @mbloomstein | #IAS13 84 © 2013 Where can you go? • Prescribe new content types • Advocate for more frequent content updates • Promote a new editorial calendar • Reallocate budget across social media channels
  • 85. @mbloomstein | #IAS13 85 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  • 86. @mbloomstein | #IAS13 86 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines Gap analysis
  • 87. @mbloomstein | #IAS13 87 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines Gap analysis How
  • 88. @mbloomstein | #IAS13 88 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines Gap analysis How By whom & when
  • 89. @mbloomstein | #IAS13 89 © 2013 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
  • 90. @mbloomstein | #IAS13 90 © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork Title image: http://flickr.com/KandyJaxx All other images property of their respective owners, used under a Creative Commons license, or copyright as noted.