Design like a Content Strategist
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![Page 1: Design like a Content Strategist](https://reader033.fdocuments.net/reader033/viewer/2022042623/54c737a14a7959f4208b461b/html5/thumbnails/1.jpg)
@scottrocketship
Scott Kubie - HighEdWeb Michigan
Design like a Content Strategist
#VMT
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Hooray, I’m a content strategist!
#VMT
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#VMT
Now what?
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CONTENTPROBLEM AVALANCHE!
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#VMT
Why […] ? (x infinity)
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I don’t know.
#VMT
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#VMT
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I don’t understand.
#VMT
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Never delegate understanding.
- Charles Eames
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Clarity is empowering.
#VMT
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#VMT
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Stop.Step back.Abstract.
#VMT
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V M T
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TMV
TMV
V M T
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VISION MISSION TARGETS
V M T
V M T
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VISION MISSION TARGETS
V M T
Business
V M T
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VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
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VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
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VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
Organization Project Context
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Stop. Step back. Abstract.
#VMT
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An Interlude:!5 PROJECTS FROM HELL
#VMT
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The Grilled Cheese
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The Sales Project
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The Technical Founder
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONEThe We Need
To Be on Pinterest
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
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VISION MISSION TARGETS
VOICE MESSAGE TONE
The C-Suite
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VISION
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Visions are realized.
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Clear visions are ambitious.
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Rework p. 44, 2010
When you don’t know what you believe, everything becomes an argument.
- Jason Fried and David Heinemeier Hansson
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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ManifestoTOOL
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WHO needs WHAT because WHY
Problem Statement
Described by Whitney Hess at MinneWebCon 2012 http://www.slideshare.net/whitneyhess/whats-your-problem-
putting-purpose-back-into-your-projects
TOOL
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VOICE
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A voice is found.
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A clear voice is unique.
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As predicted in her closing plenary at the 2013 IA Summit
In 30 years... !
Every business is digital. !
Every business is in the user experience business.
- Karen McGrane
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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A really good name.FOCUS ON:
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A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
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A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
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A really good name.
When brainstorming, seek hyponyms, not just synonyms.
FOCUS ON:
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I’m not Mr. Lebowski. You’re Mr. Lebowski. I’m the Dude.
- Jeff Bridges is The DudeThe Big Lebowski
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Elevator Pitch WorkshopTOOL
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Theme AuditTOOL
Select a group of key pages/documents (10-30) and highlight common themes in different colors.
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MISSIONMISSION
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Missions are accomplished.
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Clear missions have an end.
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There’s nothing worse than a sharp image of a fuzzy concept.
- Ansel Adams, photographer
#VMT
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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Concept ModelingTOOL
Give the abstract more substance with a structured diagram focused on relationships.
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MoSCoWTECHNIQUE
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MoSCoWTECHNIQUE
Must Include
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MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
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MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
Could Include
(if X wasn’t in our way)
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MoSCoWTECHNIQUE
Must Include
Should Include
(if it’s easy)
Could Include
(if X wasn’t in our way)
Won’t Include
(in this version, at least)
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Good start: UIE article on “short form creative brief”
CREATIVE BRIEFSTOOL
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MESSAGE
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A message is designed.
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A clear message has structure.
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People who think well, write well. !
Woolly minded people write woolly memos, woolly letters and woolly speeches.
- David Ogilvy
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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Message ArchitectureTECHNIQUE
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Identify conflicting priorities and identify important messages with a cardsorting workshop.
Message ArchitectureTECHNIQUE
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CORE + PATHS DIAGRAMTECHNIQUE
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TARGETS
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Targets are chosen.
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Clear targets are specific.
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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PERSONASTOOL
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It’s 3 a.m. Do you know how many domains your organization has registered?
CHANNEL INVENTORYTOOL
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TONE
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Tone is responsive.
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Clear tone is appropriate.
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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EMPATHY MAPTOOL
THINKING FEELING
HEARING SEEING
DOING
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I don’t understand.
#VMT
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VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
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That’s all. Thank you.
#VMT
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?Questions?
kubie.co/vmt
#VMT