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Content strategy: message matters

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Is content an afterthought when you chart a path to consumer engagement? Web content is the key to a successful user experience and delivering a consistent brand message. Presented at Gilbane Boston 2010 (#gilbaneboston), this session outlined how to develop messaging to kick off the content strategy process.

Part 1 of 2.
Colleen Jones presented the second half, Content Strategy: The Secret of Engagement (http://www.slideshare.net/leenjones/content-strategy-the-secret)

Presented at Gilbane Boston, #gilbaneboston, December 2, 2010.

Publicada em: Design, Negócios, Tecnologia
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  • Thanks Margot. Good follow up from your last one. Twittered @rodneytanner
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Content strategy: message matters

  1. #gilbaneboston | @mbloomstein 1 Appropriate, Inc. © 2010 Margot Bloomstein @mbloomstein #gilbaneboston Gilbane Boston 120210 Content strategy: Message matters. flickr.com/KandyJaxx
  2. #gilbaneboston | @mbloomstein 2 Appropriate, Inc. © 2010 Why content strategy?
  3. #gilbaneboston | @mbloomstein 3 Appropriate, Inc. © 2010 Why content strategy? Because we all want the same things, but content keeps getting in the way.
  4. #gilbaneboston | @mbloomstein 4 Appropriate, Inc. © 2010 ©Skillset.org
  5. #gilbaneboston | @mbloomstein 5 Appropriate, Inc. © 2010 Deliver on time
  6. #gilbaneboston | @mbloomstein 6 Appropriate, Inc. © 2010 Deliver on time Stay in budget
  7. #gilbaneboston | @mbloomstein 7 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need
  8. #gilbaneboston | @mbloomstein 8 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  9. #gilbaneboston | @mbloomstein 9 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  10. #gilbaneboston | @mbloomstein 10 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals
  11. #gilbaneboston | @mbloomstein 11 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan
  12. #gilbaneboston | @mbloomstein 12 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics
  13. #gilbaneboston | @mbloomstein 13 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard
  14. #gilbaneboston | @mbloomstein 14 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Ongoing measurement and optimizationManagement training Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency A single, master plan
  15. #gilbaneboston | @mbloomstein 15 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines
  16. #gilbaneboston | @mbloomstein 16 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines When did a clear plan and concrete communication goals become nice-to-haves?
  17. #gilbaneboston | @mbloomstein 17 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines And what are we going to do about it?
  18. #gilbaneboston | @mbloomstein 18 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines And what are we going to do about it? Hi.
  19. #gilbaneboston | @mbloomstein 19 Appropriate, Inc. © 2010 Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Long-term consistency Success metrics Rollout and adoption guidelines Ongoing measuremen and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stay in budget Minimize revisions Build a cohesive experience Shared goals Common language A single, master plan Shared priorities A realistic timeline Success metrics Ongoing measurement and optimizationManagement training Plan to evolve and change Stakeholder dashboard Stakeholder dashboard Rally everyone around a vision Long-term consistency Long-term consistency A single, master plan Rollout and adoption guidelines And what are we going to do about it? Let’s discuss content strategy.
  20. #gilbaneboston | @mbloomstein 20 Appropriate, Inc. © 2010 What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  21. #gilbaneboston | @mbloomstein 21 Appropriate, Inc. © 2010 What does that entail? Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  22. #gilbaneboston | @mbloomstein 22 Appropriate, Inc. © 2010 First things first: Message architecture Content audit/inventory Prescriptive content matrix Content model Editorial style guidelines Metadata guidelines Governance guidelines
  23. #gilbaneboston | @mbloomstein 23 Appropriate, Inc. © 2010 First things first: What are your communication goals?
  24. #gilbaneboston | @mbloomstein 24 Appropriate, Inc. © 2010 First things first: Why do this?
  25. #gilbaneboston | @mbloomstein 25 Appropriate, Inc. © 2010 First things first: If you don’t know WHY, how will you know HOW or if you did it right?
  26. #gilbaneboston | @mbloomstein 26 Appropriate, Inc. © 2010 Before blogging
  27. #gilbaneboston | @mbloomstein 27 Appropriate, Inc. © 2010 Before auditing
  28. #gilbaneboston | @mbloomstein 28 Appropriate, Inc. © 2010 Even before choosing the CMS…
  29. #gilbaneboston | @mbloomstein 29 Appropriate, Inc. © 2010 establish a prioritized list of communication goals, or message architecture. ...
  30. #gilbaneboston | @mbloomstein 30 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms?
  31. #gilbaneboston | @mbloomstein 31 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms? Make us sound innovative!
  32. #gilbaneboston | @mbloomstein 32 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms? Make us sound innovative! Traditional, but not conservative.
  33. #gilbaneboston | @mbloomstein 33 Appropriate, Inc. © 2010 More How do you convey abstract concepts without concrete terms? Make us sound innovative! Traditional, but not conservative.
  34. #gilbaneboston | @mbloomstein 34 Appropriate, Inc. © 2010 More like How do you convey abstract concepts without concrete terms? Make us sound innovative! Traditional, but not conservative.
  35. #gilbaneboston | @mbloomstein 35 Appropriate, Inc. © 2010 Traditional, but not conservative. More like Apple Make us sound innovative! How do you convey abstract concepts without concrete terms?
  36. #gilbaneboston | @mbloomstein 36 Appropriate, Inc. © 2010 More like Apple?
  37. #gilbaneboston | @mbloomstein 37 Appropriate, Inc. © 2010 More like Apple?
  38. #gilbaneboston | @mbloomstein 38 Appropriate, Inc. © 2010 More like Apple? How does a black mock turtleneck sound any way?
  39. #gilbaneboston | @mbloomstein 39 Appropriate, Inc. © 2010 Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
  40. #gilbaneboston | @mbloomstein 40 Appropriate, Inc. © 2010 How do you convey abstract concepts without concrete terms?
  41. #gilbaneboston | @mbloomstein 41 Appropriate, Inc. © 2010 Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  42. #gilbaneboston | @mbloomstein 42 Appropriate, Inc. © 2010
  43. #gilbaneboston | @mbloomstein 43 Appropriate, Inc. © 2010
  44. #gilbaneboston | @mbloomstein 44 Appropriate, Inc. © 2010 Prioritize key messages
  45. #gilbaneboston | @mbloomstein 45 Appropriate, Inc. © 2010 Design, write, label, and organize around those messages
  46. #gilbaneboston | @mbloomstein 46 Appropriate, Inc. © 2010 Choose content types that support those messages
  47. #gilbaneboston | @mbloomstein 47 Appropriate, Inc. © 2010 Why do this? ?
  48. #gilbaneboston | @mbloomstein 48 Appropriate, Inc. © 2010 Content and design that share a message architecture drive a more cohesive and consistent user experience.
  49. #gilbaneboston | @mbloomstein 49 Appropriate, Inc. © 2010
  50. #gilbaneboston | @mbloomstein 50 Appropriate, Inc. © 2010 Use the message architecture to prioritize new features, upsell new content types, and anticipate user-generated content.
  51. #gilbaneboston | @mbloomstein 51 Appropriate, Inc. © 2010
  52. #gilbaneboston | @mbloomstein 52 Appropriate, Inc. © 2010 Glossary! Social sharing! Live help! Video! Testimonials!
  53. #gilbaneboston | @mbloomstein 53 Appropriate, Inc. © 2010
  54. #gilbaneboston | @mbloomstein 54 Appropriate, Inc. © 2010 Laid back Minimalist Clean
  55. #gilbaneboston | @mbloomstein 55 Appropriate, Inc. © 2010 Get it all right in fewer rounds of revision$
  56. #gilbaneboston | @mbloomstein 56 Appropriate, Inc. © 2010 Get it all right in fewer rounds of revision, plus fewer rounds of creative revision easily pay for up-front content strategy. $
  57. #gilbaneboston | @mbloomstein 57 Appropriate, Inc. © 2010 Your client wanted a new website because they wanted to say something new, right? Don’t let them waste their money. $
  58. #gilbaneboston | @mbloomstein 58 Appropriate, Inc. © 2010 How can you differentiate that message through high-quality content? ?
  59. #gilbaneboston | @mbloomstein 59 Appropriate, Inc. © 2010 How can you differentiate that message through high-quality content? Colleen Jones… ?
  60. #gilbaneboston | @mbloomstein 60 Appropriate, Inc. © 2010 Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein All logos and pictures are property of their respective owners.

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