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If you don’t know what
you need to communicate, how will you know if you succeed? How do you know where to put resources, time, and talent?
@mbloomstein | #congrescm 7 First
things first. Why blog, conduct a content audit, add video testimonials, Tweet, Instagram, consolidate site architecture, switch to a new CMS, Pin, or go “mobile first”… if you don’t know what you need to communicate?
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 | #congrescm 18 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 | #congrescm 19 What
did the 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
@mbloomstein | #congrescm 24 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- firstname.lastname@example.org and include “Unsubscribe” and your favorite fruit in the subject field.
@mbloomstein | #congrescm 31 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 | #congrescm 36 Imagery
of individual impact • People engaged with product and offsite community service—not just product or just results of service • Team breadth and diversity of role, gender, ethnicity, and age
@mbloomstein | #congrescm 42 What
are our goals in getting there? • Engage in a tangible, hands-on way • Encourage debate and conversation • Identify points of disagreement • Prevent seagulling • Force prioritization • Encourage ownership & investment
@mbloomstein | #congrescm 52 Why
do this? • Gain standards by which to conduct a qualitative audit. What is “good” anyway? • Determine keywords for SEO • Plan content types to meet communication goals • Prioritize CMS modifications to support them • Reallocate budget and resources across channels