Bath CS Meetup: Content Strategy Gets to Work

#BathContent | @mbloomstein

Margot Bloomstein Bath CS Meetup April 2013 @mbloomstein #BathContent

CONTENT STRATEGY GETS TO WORK

@mbloomstein

What is content strategy?

Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.

This is not how to have more content. This is about how to have better content.

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

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. They can’t replace the conversation.

YOU CANNOT ACT IN PASSIVE VOICE.

©Margot Bloomstein

YOU CANNOT ACT IN PASSIVE VOICE.

to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… YOU NEED AN OWNER.

Whose job is this, anyhow?

©Skillset.org

Why content strategy?

Because we all want the same thing, but content keeps screwing it up.

Deliver on time, on budget

Maintain a consistent vision

Support a holistic user experience

Support a holistic user experience …that can span platforms,

separating form and content

Ensure cross-channel consistency

Ensure cross-channel consistency …among multiple bloggers

Ensure cross-channel consistency …among print

and web and phone

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?

Establish the message architecture.

What’s a message architecture?

A hierarchy of communication goals that reflects a common vocabulary. 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.

A little thing with big impact.

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

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.

Message architecture drives the user experience

Nomenclature Calls to action Instructional content Sentence structure Diction

…in content

Photographic angles Dark backgrounds Bold headlines Thick stroke weights

…and in design

…and in the choice of features and content types

Here’s another example:

Cheeky • Witty and fun • Young without being childish Customer oriented and responsive • Approachable, friendly • Championing and empowering Helpful • Accessible

From: Little MOO | Print Robot <noreply@moo.com> 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

Message architecture

Content audit

Content types

Nomenclature

Editorial style guidelines and calendar

Thank you!

Margot Bloomstein

@mbloomstein

margot@appropriateinc.com

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.

Bath CS Meetup: Content Strategy Gets to Work

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Transcript of Bath CS Meetup: Content Strategy Gets to Work

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