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@scottrocketship
Scott Kubie - HighEdWeb Michigan
Design like a
Content Strategist
#VMT
Hooray, I’m a
content
strategist!
#VMT
#VMT
Now what?
CONTENT

PROBLEM

AVALANCHE!
#VMT
Why […] ?
(x infinity)
I don’t know.
#VMT
#VMT
I don’t
understand.
#VMT
Never delegate
understanding.
- Charles Eames
Clarity is
empowering.
#VMT
#VMT
Stop.
Step back.
Abstract.
#VMT
V M T
TMV
TMV
V M T
VISION MISSION TARGETS
V M T
V M T
VISION MISSION TARGETS
V M T
Business
V M T
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
VISION MISSION TARGETS
VOICE MESSAGE TONE
V M T
Business
Brand
Organization Project Context
Stop.
Step back.
Abstract.
#VMT
An Interlude:!
5 PROJECTS FROM HELL
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Grilled
Cheese
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Sales
Project
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The Technical
Founder
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The We Need
To Be on
Pinterest
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
VISION MISSION TARGETS
VOICE MESSAGE TONE
The C-Suite
VISION
Visions are
realized.
Clear visions are
ambitious.
Rework p. 44, 2010
When you don’t know
what you believe,
everything becomes an
argument.
- Jason Fried and David Heinemeier Hansson
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Manifesto
TOOL
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
VOICE
A voice is
found.
A clear voice is
unique.
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
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
A really good name.
FOCUS ON:
A really good name.
When brainstorming, seek
hyponyms, not just synonyms.
FOCUS ON:
A really good name.
When brainstorming, seek
hyponyms, not just synonyms.
FOCUS ON:
A really good name.
When brainstorming, seek
hyponyms, not just synonyms.
FOCUS ON:
I’m not Mr. Lebowski.
You’re Mr. Lebowski.
I’m the Dude.- Jeff Bridges is The Dude
The Big Lebowski
Elevator Pitch Workshop
TOOL
Theme Audit
TOOL
Select a group of key pages/
documents (10-30) and
highlight common themes in
different colors.
MISSIONMISSION
Missions are
accomplished.
Clear missions
have an end.
There’s nothing
worse than a sharp
image of a fuzzy
concept.
- Ansel Adams, photographer
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Concept Modeling
TOOL
Give the abstract more
substance with a structured
diagram focused on
relationships.
MoSCoW
TECHNIQUE
MoSCoW
TECHNIQUE
Must
Include
MoSCoW
TECHNIQUE
Must
Include
Should
Include
(if it’s easy)
MoSCoW
TECHNIQUE
Must
Include
Should
Include
(if it’s easy)
Could
Include
(if X wasn’t in our
way)
MoSCoW
TECHNIQUE
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)
Good start: UIE
article on “short
form creative brief”
CREATIVE BRIEFS
TOOL
MESSAGE
A message is
designed.
A clear message
has structure.
People who think well, write
well.
!
Woolly minded people write
woolly memos, woolly letters
and woolly speeches.
- David Ogilvy
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
Message Architecture
TECHNIQUE
Identify conflicting priorities
and identify important
messages with a cardsorting
workshop.
Message Architecture
TECHNIQUE
CORE + PATHS DIAGRAM
TECHNIQUE
TARGETS
Targets are
chosen.
Clear targets are
specific.
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
PERSONAS
TOOL
It’s 3 a.m. Do you know how
many domains your
organization has registered?
CHANNEL INVENTORY
TOOL
TONE
Tone is
responsive.
Clear tone is
appropriate.
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
EMPATHY MAP
TOOL
THINKING FEELING
HEARING SEEING
DOING
I don’t
understand.
#VMT
VISION MISSION TARGETS
VOICE MESSAGE TONE
Organization Project Context
Brand
Business
V M T
That’s all.
Thank you.
#VMT
?Questions?
kubie.co/vmt
#VMT

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