Bath CS Meetup: Content Strategy Gets to Work
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Margot Bloomstein Bath CS Meetup April 2013 @mbloomstein #BathContent CONTENT STRATEGY GETS TO WORK
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Join Bath Content Strategy Meetup for an evening with content strategist Margot Bloomstein, author of Content Strategy at Work: Real World Stories to Strengthen Every Interactive Project. Even if content strategy isn't your job, content's probably your problem--and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content... so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists. Content Strategy at Work offers an unparalleled collection of case studies and interviews from a range of industries and project times for real-world examples and approaches you can adopt, no matter your role on the team. Margot will share perspective and bring some of those case studies to life with Q&A and a drawing for a free copy--or get yours ahead of time from Amazon UK. Presented at the Bath UK Content Strategy Meetup, #BathContent, April 11, 2013 in Bath, UK.
Transcript of Bath CS Meetup: Content Strategy Gets to Work
#BathContent | @mbloomstein
© 2013 © 2012
Margot Bloomstein Bath CS Meetup April 2013 @mbloomstein #BathContent
CONTENT STRATEGY GETS TO WORK
@mbloomstein
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
What is content strategy?
Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
#BathContent | @mbloomstein
© 2013
This is not how to have more content. This is about how to have better content.
#BathContent | @mbloomstein
© 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
#BathContent | @mbloomstein
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Steps along the way…
Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
#BathContent | @mbloomstein
© 2013
Deliverables are merely punctuation in the conversation. They can’t replace the conversation.
#BathContent | @mbloomstein
© 2013
YOU CANNOT ACT IN PASSIVE VOICE.
©Margot Bloomstein
#BathContent | @mbloomstein
© 2013
YOU CANNOT ACT IN PASSIVE VOICE.
to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… YOU NEED AN OWNER.
#BathContent | @mbloomstein
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Whose job is this, anyhow?
#BathContent | @mbloomstein
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©Skillset.org
#BathContent | @mbloomstein
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Why content strategy?
#BathContent | @mbloomstein
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Why content strategy?
Because we all want the same thing, but content keeps screwing it up.
#BathContent | @mbloomstein
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Deliver on time, on budget
#BathContent | @mbloomstein
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Maintain a consistent vision
#BathContent | @mbloomstein
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Support a holistic user experience
#BathContent | @mbloomstein
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Support a holistic user experience …that can span platforms,
separating form and content
#BathContent | @mbloomstein
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Ensure cross-channel consistency
#BathContent | @mbloomstein
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Ensure cross-channel consistency …among multiple bloggers
#BathContent | @mbloomstein
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Ensure cross-channel consistency …among print
and web and phone
#BathContent | @mbloomstein
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Ensure cross-channel consistency …between Twitter and Facebook
Confront your content
Confront your content …and your communication goals.
If you don’t know what you need to communicate,
how will you know if you succeed?
#BathContent | @mbloomstein
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Establish the message architecture.
#BathContent | @mbloomstein
© 2013
Establish the message architecture.
#BathContent | @mbloomstein
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What’s a message architecture?
A hierarchy of communication goals that reflects a common vocabulary. A little thing with big impact.
#BathContent | @mbloomstein
© 2013
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.
#BathContent | @mbloomstein
© 2013
A little thing with big impact.
#BathContent | @mbloomstein
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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
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
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#BathContent | @mbloomstein
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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 [email protected] and include “Unsubscribe” and your favorite fruit in the subject field.
#BathContent | @mbloomstein
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Message architecture drives the user experience
#BathContent | @mbloomstein
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Nomenclature Calls to action Instructional content Sentence structure Diction
…in content
#BathContent | @mbloomstein
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Photographic angles Dark backgrounds Bold headlines Thick stroke weights
…and in design
#BathContent | @mbloomstein
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…and in the choice of features and content types
#BathContent | @mbloomstein
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Here’s another example:
Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
From: Little MOO | Print Robot <[email protected]> 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
#BathContent | @mbloomstein
© 2013
Message architecture
Content audit
Content types
Nomenclature
Editorial style guidelines and calendar
#BathContent | @mbloomstein
© 2013
#BathContent | @mbloomstein
© 2013
Thank you!
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
http://amzn.to/CSatWork &
http://bit.ly/CSatBN Title image: http://flickr.com/KandyJaxx All other images property of their respective owners or © Margot Bloomstein as noted.
