Brand-driven Content Strategy: Developing a Message Architecture at Confab Intensive
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Transcript of Brand-driven Content Strategy: Developing a Message Architecture at Confab Intensive
Margot Bloomstein
Confab Intensive 083115
#ConfabINT
@mbloomstein
@mbloomstein | #ConfabINT 2
© 2015
Content demands attention
@mbloomstein | #ConfabINT 3
© 2015
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 | #ConfabINT 4
© 2015
Content dredges up politics
© Margot Bloomstein
This is your job now.
@mbloomstein | #ConfabINT 6
© 2015
©Skillset.org
@mbloomstein | #ConfabINT 7
© 2015
Titles < Roles < Skills
©Skillset.org
© The Creative Group
@mbloomstein | #ConfabINT 10
© 2015
@mbloomstein | #ConfabINT 11
© 2015
Content and design—
and the processes to create them—
complement each other through
content strategy.
@mbloomstein | #ConfabINT 11
@mbloomstein | #ConfabINT 12
© 2015
Content and design—
and the processes to create them—
complement each other through
content strategy.
But they require a foundation and vision.
@mbloomstein | #ConfabINT 12
@mbloomstein | #ConfabINT 13
© 2015
Message architecture
Content audit
Content types
Content model
Editorial style guidelines and calendar
@mbloomstein | #ConfabINT 14
© 2015
What is content strategy?
Planning for the creation, aggregation, and
governance of content that’s useful, usable,
and appropriate in an experience.
@mbloomstein | #ConfabINT 15
© 2015
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein | #ConfabINT 16
© 2015
Deliverables are merely punctuation
in the conversation.
They can’t replace the conversation—
and too often, we’re afraid to talk.
@mbloomstein | #ConfabINT 17
Why content strategy?
@mbloomstein | #ConfabINT 18
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
@mbloomstein | #ConfabINT 19
Why content strategy?
Launch on time
@mbloomstein | #ConfabINT 20
Why content strategy?
Stay within budget
@mbloomstein | #ConfabINT 21
Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
@mbloomstein | #ConfabINT 22
Why content strategy?
Without the team killing each other over
differences in opinion and changing goals
@mbloomstein | #ConfabINT 23
© 2015
This doesn’t need to be hard.
Good content doesn’t need to be expensive to plan,
time-consuming to create, or difficult to maintain.
That’s content without content strategy.
More
like
Apple.
@mbloomstein | #ConfabINT 26
© 2015
More like Apple’s message architecture
Confident but approachable; accessible
Simple
• Minimal detail
• Streamlined and anticipatory
Inviting, friendly
• Supportive but not fawning
@mbloomstein | #ConfabINT 27
© 2015
@mbloomstein | #ConfabINT 28
© 2015
Gracious and engaged
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
@mbloomstein | #ConfabINT 29
© 2015
Innovative
Global
Inclusive
Engaged
Translating Harvard’s principles
@mbloomstein | #ConfabINT 30
© 2015
@mbloomstein | #ConfabINT 31
© 2015
Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly, and empowering
Helpful
• Accessible
@mbloomstein | #ConfabINT 32
© 2015
@mbloomstein | #ConfabINT 33
© 2015
@mbloomstein | #ConfabINT 34
© 2015
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@mbloomstein | #ConfabINT 35
© 2015
Message architecture vs. brand values?
1. Cheeky
2. Customer oriented
3. Helpful
Design
Innovation
Community
Excellence
(Inspiring, but lack priority)
@mbloomstein | #ConfabINT 36
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #ConfabINT 37
© 2015
First things first.
Why start blogging, audit the content, consolidate
site architecture, add video testimonials, relaunch
the site, develop new brand guidelines, launch a
new campaign, or go “mobile first”… if you don’t
know what’s most important to communicate?
@mbloomstein | #ConfabINT 38
© 2015
If you don’t know what
to communicate,
how will you know
if you succeed?
@mbloomstein | #ConfabINT 39
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #ConfabINT 40
© 2015
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 | #ConfabINT 42
© 2015
A little thing with big impact.
@mbloomstein | #ConfabINT 43
© 2015
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 | #ConfabINT 44
© 2015
@mbloomstein | #ConfabINT 45
© 2015
@mbloomstein | #ConfabINT 46
© 2015
@mbloomstein | #ConfabINT 47
© 2015
@mbloomstein | #ConfabINT 48
© 2015
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-
and include “Unsubscribe” and
your favorite fruit in the
subject field.
@mbloomstein | #ConfabINT 49
© 2015
Message architecture drives
the user experience
@mbloomstein | #ConfabINT 50
© 2015
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
@mbloomstein | #ConfabINT 51
© 2015
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
@mbloomstein | #ConfabINT 52
© 2015
…and in the prioritization and
coordination of features and
content types.
Content strategy
creates harmony,
not cacophony, across channels.
@mbloomstein | #ConfabINT 54
© 2015
Not all channels fit all brands.
Serious and technical? • Annual reports
• Articles on your site
• Articles on other sites
• Blogs
• Books
• Branded tools
• Case studies
• Digital magazines
• eBooks
• Email newsletters
• Facebook posts
• Games
• In-person events
• Infographics
• Licensed/syndicated
content
• LinkedIn posts
• Microsites
• Mobile apps
• Online presentations
• Podcasts
• Print magazines
• Print newsletters
• Research reports
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #ConfabINT 55
© 2015
Not all channels fit all brands.
Fun and engaged? • Annual reports
• Articles on your site
• Articles on other sites
• Blogs
• Books
• Branded tools
• Case studies
• Digital magazines
• eBooks
• Email newsletters
• Facebook posts
• Games
• In-person events
• Infographics
• Licensed/syndicated
content
• LinkedIn posts
• Microsites
• Mobile apps
• Online presentations
• Podcasts
• Print magazines
• Print newsletters
• Research reports
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #ConfabINT 56
© 2015
@mbloomstein | #ConfabINT 57
© 2015
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more accessible
• Trusted in brand and quality
Empowering
• Entrepreneurial: Innovating, championing individuals and successes
• Market driving: strategic and proactive
• Professional and consistent through experience and being responsive
Community-minded
• Engaged with the Lindt family
• Customer-oriented
• Socially conscious
Message architecture
@mbloomstein | #ConfabINT 58
© 2015
Message architecture drives a
consistent user experience,
visually and verbally.
@mbloomstein | #ConfabINT 59
© 2015
Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
@mbloomstein | #ConfabINT 60
© 2015
Imagery of individual impact
• People engaged with product and service—
not just product or just results of service
• Diversity of role, gender, ethnicity, and age
@mbloomstein | #ConfabINT 61
© 2015
Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
@mbloomstein | #ConfabINT 62
© 2015
Message architecture
Content audit
Content types
Content model
Editorial style guidelines and calendar
@mbloomstein | #ConfabINT 64
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #ConfabINT 65
© 2015
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
Welcoming,
but elite.
Selective?
Welcoming,
but elite.
Inclusive?
Welcoming,
but elite.
Exclusive?
Traditional, but edgy.
@mbloomstein | #ConfabINT 70
© 2015
You like your
jargon more than communication.
@mbloomstein | #ConfabINT 72
© 2015
Words are valuable,
but meaningless without
context and priority.
@mbloomstein | #ConfabINT 73
© 2015
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
@mbloomstein | #ConfabINT 74
© 2015
@mbloomstein | #ConfabINT 75
© 2015
Cardsorting
• Tables of 8
• 3 people represent the brand
• 5 people consult on content strategy
@mbloomstein | #ConfabINT 76
© 2015
• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut!
Step 1
@mbloomstein | #ConfabINT 77
© 2015
Who we are Who we’d like to be
Be aspirational. What needs to change?
Step 2
@mbloomstein | #ConfabINT 78
© 2015
• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3
@mbloomstein | #ConfabINT 79
© 2015
Why do this?
Words are cheaper than comps.
@mbloomstein | #ConfabINT 80
© 2015
Why do this?
Content creation, organization, and
governance all need a strong foundation.
@mbloomstein | #ConfabINT 81
© 2015
Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.
@mbloomstein | #ConfabINT 82
© 2015
And beyond…
• Gain standards by which to conduct a qualitative
audit. What is “good” anyway?
• Determine keywords for SEO
• Prioritize CMS changes to support content
• Reallocate budget and resources across channels
@mbloomstein | #ConfabINT 83
© 2015
But first things first:
Understand what you need to
communicate—and why.
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
All photography © Margot Bloomstein unless noted. Screen grabs property of their respective owners.