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UX London Applying Brand-Driven Content Strategy

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Trying to manage feature creep? What about seagulling stakeholders? And what content matters most, anyhow?

These questions and other challenges drive content strategy; they’re basic issues to any strategist planning for content and the workflow behind it. But what if you’re not a content strategist? What if you need to empower a team, wrangle a whinging client, and rally everyone around a common vocabulary for your primary navigation… not to mention branded error messaging? No matter your title, it’s time to embrace content strategy, starting with the message architecture.

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Fancy more efficient engagements? You’ll also discover how a brand attributes cardsort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment.

Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work.

Presented as a workshop at UX London, #UXLondon, April 12 2013, in Greenwich UK.

Publié dans : Design, Technologie, Business
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UX London Applying Brand-Driven Content Strategy

  1. @mbloomstein | #UXLondon 1 © 2013© 2011 Learn your ABCs: Applying Brand-driven Content Strategy Margot Bloomstein UX London April 2013 @mbloomstein
  2. @mbloomstein | #UXLondon 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 | #UXLondon 3 © 2013 Your serve. And who are you again? 
  4. @mbloomstein | #UXLondon 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 | #UXLondon 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 | #UXLondon 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.
  8. Why content strategy?
  9. Why content strategy? Because we all want the same thing, but content keeps getting in the way.
  10. @mbloomstein | #UXLondon 10 © 2013 Content demands attention
  11. @mbloomstein | #UXLondon 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 | #UXLondon 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 | #UXLondon 13 © 2013 Content dredges up politics ©Margot Bloomstein
  14. @mbloomstein | #UXLondon 14 © 2013 to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… You cannot act in passive voice
  15. @mbloomstein | #UXLondon 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 | #UXLondon 17 © 2013 ©Skillset.org
  18. @mbloomstein | #UXLondon 18 © 2013 First things first. What do you need to communicate?
  19. @mbloomstein | #UXLondon 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 | #UXLondon 21 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  22. @mbloomstein | #UXLondon 22 © 2013 A little thing with big impact.
  23. @mbloomstein | #UXLondon 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 | #UXLondon 24 © 2013 A little thing with big impact.
  25. @mbloomstein | #UXLondon 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 | #UXLondon 26 © 2013
  27. @mbloomstein | #UXLondon 27 © 2013
  28. @mbloomstein | #UXLondon 28 © 2013
  29. @mbloomstein | #UXLondon 29 © 2013
  30. @mbloomstein | #UXLondon 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 | #UXLondon 31 © 2013 Message architecture drives the user experience
  32. @mbloomstein | #UXLondon 32 © 2013 Nomenclature Calls to action Instructional content Sentence structure Diction …in content
  33. @mbloomstein | #UXLondon 33 © 2013 Photographic angles Dark backgrounds Bold headlines Thick stroke weights …and in design
  34. @mbloomstein | #UXLondon 34 © 2013 …and in the choice of features and content types
  35. @mbloomstein | #UXLondon 35 © 2013 What’s a message architecture? A hierarchy of communication goals that reflects a common vocabulary.
  36. @mbloomstein | #UXLondon 36 © 2013 What’s a message architecture? Concrete, shared terminology, not abstract concepts.
  37. @mbloomstein | #UXLondon 37 © 2013 Welcoming, but elite. Selective?
  38. @mbloomstein | #UXLondon 38 © 2013 Accessible, open, and premiere.
  39. @mbloomstein | #UXLondon 39 © 2013 Traditional, but edgy.
  40. @mbloomstein | #UXLondon 40 © 2013 ©Warby Parker
  41. @mbloomstein | #UXLondon 41 © 2013 Words are valuable, but meaningless without context and priority. (In a few minutes, we’ll give them context.)
  42. @mbloomstein | #UXLondon 42 © 2013 Why do this? Words are cheaper than comps.
  43. @mbloomstein | #UXLondon 43 © 2013 Why do this? Let creative colleagues refine the concept, rather than confirm the purpose.
  44. @mbloomstein | #UXLondon 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 | #UXLondon 45 © 2013 Cardsorting • Groups of 7 – 10 • Pick 3 or 4 people to represent the brand • Everyone else: put on your content strategy hats!
  46. @mbloomstein | #UXLondon 46 © 2013 Group 1: You’re a multinational bank with a long history in Europe. To attract a broader and younger audience, you want to change how people view saving. Group 2: You represent a small university known and respected locally—but you want to grow in relevance and attract more applicants, faculty, and funding from around the country and world.
  47. @mbloomstein | #UXLondon 47 © 2013 Group 3: You represent an architecture firm that specializes in historic preservation—but you want clients to turn to you for clever, historically appropriate additions too. Group 4: You represent a pharmaceutical company. After some issues with lab contamination and bad press, you overhauled operations and improved standards—and a new product release is testament to all that.
  48. @mbloomstein | #UXLondon 48 © 2013 Group 5: You lead a restaurant group loved for its family-friendly dining. In one location you’re branching out to attract business people brokering deals over martinis—not milk & juice. Group 6: Your company is a government contractor that specializes in mobile field robotics… and thanks to some re-engineering back home, you’re about to start selling robotic home butlers too.
  49. @mbloomstein | #UXLondon 49 © 2013
  50. @mbloomstein | #UXLondon 50 © 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.
  51. @mbloomstein | #UXLondon 51 © 2013
  52. @mbloomstein | #UXLondon 52 © 2013 Cardsorting Step two: • Who we are  Who we’d like to be Think aspirational. What needs to change? ~15 minutes
  53. @mbloomstein | #UXLondon 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 | #UXLondon 54 © 2013 Why do this? Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
  55. @mbloomstein | #UXLondon 55 © 2013 Why do this? Promote new content types to manifest the message architecture—not just because they’re trendy or feasible.
  56. @mbloomstein | #UXLondon 56 © 2013 So where to from here? Content audit: measure quality against the aspirational attributes in the message architecture.
  57. Audit time!
  58. @mbloomstein | #UXLondon 58 © 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
  59. @mbloomstein | #UXLondon 59 © 2013
  60. @mbloomstein | #UXLondon 60 © 2013Passionate? Creative? Hands-on? Pioneering and modern? Trusted?
  61. @mbloomstein | #UXLondon 61 © 2013
  62. @mbloomstein | #UXLondon 62 © 2013
  63. 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?
  64. @mbloomstein | #UXLondon 64 © 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?
  65. @mbloomstein | #UXLondon 65 © 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?
  66. @mbloomstein | #UXLondon 66 © 2013
  67. @mbloomstein | #UXLondon 67 © 2013
  68. @mbloomstein | #UXLondon 68 © 2013 Each piece of content gets a row Set up dropdowns to constrain data • Data  Data validation  List  Sources
  69. @mbloomstein | #UXLondon 69 © 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?
  70. @mbloomstein | #UXLondon 70 © 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
  71. @mbloomstein | #UXLondon 71 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  72. @mbloomstein | #UXLondon 72 © 2013 Steps along the way… Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines Gap analysis
  73. @mbloomstein | #UXLondon 73 © 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
  74. @mbloomstein | #UXLondon 74 © 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
  75. @mbloomstein | #UXLondon 75 © 2013 But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
  76. @mbloomstein | #UXLondon 76 © 2013 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork Title image © Margot Bloomstein. All other images property of their respective owners, used under a Creative Commons license, or copyright as noted.

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