Cart, Meet Horse: Content Strategy for Content Management
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CART, MEET HORSE: CONTENT STRATEGY FOR CONTENT MANAGEMENT
Margot Bloomstein May 14, 2013 CMS Expo @mbloomstein #CMSX
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@mbloomstein
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@mbloomstein | #CMSX 4
© 2013
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@mbloomstein | #CMSX 5
© 2013
CC Sam Korn, via Wikipedia
Gnothi sauton
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@mbloomstein | #CMSX 6
© 2013
Know thyself. You invest in knowing your users,* but what about your brand?
*right?
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Unless you understand what people are trying to do with your content you cannot know if it’s working or not. Gerry McGovern
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If you don’t know what you need to communicate, how will you know if you succeed?
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fails to meet needs
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fails to meet needs
different labels
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fails to meet needs
different labels unexpected steps
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fails to meet needs
different labels unexpected steps
too many fields
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types namespaces unexpexcted tags
Mapping of types not enough types
namespaces unexpexcted tags namespaces
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types namespaces unexpexcted tags
Mapping of types not enough types
namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags unexpexcted tags namespaces unexpexcted tags unexpexcted tags unexpexcted tags unexpexcted tags
unexpexcted tags
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fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types namespaces unexpexcted tags
Mapping of types not enough types
namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags unexpexcted tags namespaces unexpexcted tags unexpexcted tags unexpexcted tags unexpexcted tags
unexpexcted tags FRUSTRATION
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@mbloomstein | #CMSX 24
© 2013
failure to adopt
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@mbloomstein | #CMSX 25
© 2013
“creative” workarounds
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@mbloomstein | #CMSX 26
© 2013
What is the cost of non-compliance?
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@mbloomstein | #CMSX 27
© 2013
First things first.
Why start blogging, audit the content, consolidate site architecture, add video testimonials, incorporate user reviews, relaunch the site, develop new brand guidelines, switch to a new CMS, or go “mobile first”… if you don’t know what you need to communicate?
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@mbloomstein | #CMSX 28
© 2013
What is content strategy?
Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
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Why content strategy?
Because we all want the same things, but content keeps getting in the way.
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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
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If you don’t know what you need to communicate, how will you know if you succeed?
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@mbloomstein | #CMSX 32
© 2013
Steps along the way…
Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
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@mbloomstein | #CMSX 33
© 2013
Steps along the way…
Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
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@mbloomstein | #CMSX 34
© 2013
Deliverables punctuate and facilitate the conversation. Don’t let them replace the conversation.
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@mbloomstein | #CMSX 35
© 2013
What’s a message architecture?
A hierarchy of communication goals that reflects a common vocabulary.
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@mbloomstein | #CMSX 36
© 2013
A little thing with big impact.
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@mbloomstein | #CMSX 37
© 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.”
“
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@mbloomstein | #CMSX 38
© 2013
A little thing with big impact.
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@mbloomstein | #CMSX 39
© 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
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@mbloomstein | #CMSX 40
© 2013
What did content need to do?
• Offer fast, easy access • Encourage personalization • Convey local relevance • Facilitate sharing • Communicate quirkiness • Allow for easy infrequent updates • Support a few structured content types
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If the CMS can’t support it, the content can’t do it.
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@mbloomstein | #CMSX 42
© 2013
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@mbloomstein | #CMSX 43
© 2013
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@mbloomstein | #CMSX 44
© 2013
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@mbloomstein | #CMSX 45
© 2013
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@mbloomstein | #CMSX 46
© 2013
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@mbloomstein | #CMSX 47
© 2013
Message architecture drives the user experience
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@mbloomstein | #CMSX 48
© 2013
Photographic angles Dark backgrounds Bold headlines Thick stroke weights
…and in design
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@mbloomstein | #CMSX 49
© 2013
Nomenclature Content types Content elements Calls to action and instructional copy Sentence structure, diction, and tone
…in content
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@mbloomstein | #CMSX 50
© 2013
What’s a message architecture?
A hierarchy of communication goals that reflects a common vocabulary. Concrete, shared terminology, not abstract concepts.
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@mbloomstein | #CMSX 51
© 2013
Welcoming, but elite. Selective?
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@mbloomstein | #CMSX 52
© 2013
Traditional, but edgy.
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@mbloomstein | #CMSX 53
© 2013 ©Warby Parker
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@mbloomstein | #CMSX 54
© 2013
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@mbloomstein | #CMSX 55
© 2013
Why do this?
Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
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@mbloomstein | #CMSX 56
© 2013
Why do this?
Prioritize new content types to manifest the message architecture—not just because they’re trendy or feasible.
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@mbloomstein | #CMSX 57
© 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
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@mbloomstein | #CMSX 58
© 2013
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@mbloomstein | #CMSX 59
© 2013
Passionate? Creative? Hands-on? Pioneering? Trusted?
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@mbloomstein | #CMSX 60
© 2013
Humanizing the institution is more important than establishing individual thought leadership.
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Audit to understand content you have, content you need, and content patterns you can standardize. What are you trying to learn?
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@mbloomstein | #CMSX 62
© 2013
Every tab tracks the same data
Quantitative: • Head count: what do we have? • Is it consistent? What are the patterns?
• Are similar content types consistent in size and structure?
• Is there parity of length, level of detail, and tone?
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@mbloomstein | #CMSX 63
© 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?
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@mbloomstein | #CMSX 64
© 2013
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@mbloomstein | #CMSX 65
© 2013
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@mbloomstein | #CMSX 66
© 2013
Each piece of content gets a row
Set up dropdowns to constrain data • Data Data validation List Sources
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@mbloomstein | #CMSX 67
© 2013
What will you learn?
• What do we have and is it any good? • What are the patterns, elements, and types? • Is it worth keeping and maintaining? • What do we need to update? • What do we need to translate? • What do we need to associate? • Where do we need more?
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@mbloomstein | #CMSX 68
© 2013
© Karen McGrane
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@mbloomstein | #CMSX 69
© 2013
Where can you go?
• Identify new content types and channels • Prioritize specific content types and elements • Prioritize specific CMS modifications • Reallocate budget across channels • Prepare for future-friendly cross–channel
and cross–platform delivery
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@mbloomstein | #CMSX 70
© 2013
But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
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@mbloomstein | #CMSX 71
© 2013
Thank you! Margot Bloomstein @mbloomstein [email protected] slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.