A hierarchy of communication goals, cohesive multichannel experiences, long-term consistency... we all want these things. But actions speak louder than words—and as content strategists, we're in the business of both! What steps can you take to ensure your recommendations are always on brand—and that everyone understands what that means? Just as content without content strategy can delay a launch or undermine an otherwise lovely design, content strategy without a message architecture is a waste of your time and creativity. In this session, Margot will coax you back from the content audit, style guidelines, and copywriting to first create a message architecture. As a strategic driver of content strategy and visual design, a message architecture will help you and your stakeholders rally around a common vision, ensure everyone is speaking the same language, and clarify what we really mean when we say content is “good”—all while avoiding political arguments that come down to personal preference. Presented at CS Forum London #csforum11, September 5, 2011.

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© 2011© 2011
Margot Bloomstein
CS Forum 090511
@mbloomstein
FIRST THINGS FIRST:
MESSAGE MATTERS.

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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, 45 minutes ago)
“

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Your serve.

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Why content strategy?

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Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.

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Deliver on time

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Maintain a consistent vision

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Ensure the site can evolve

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Support a holistic user experience

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Minimize revisions

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Maintain long-term consistency

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Keep the voice in microcopy

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Ensure cross-channel consistency

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Ensure cross-channel consistency
…among multiple bloggers

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Ensure cross-channel consistency
…among print
and web
and phone

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Ensure cross-channel consistency
…between Twitter and Facebook

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Ensure cross-platform consistency
(and contextual relevance)

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© 2011

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© 2011
First things first.

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© 2011
First things first.
What do you need to communicate?

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© 2011
First things first.
Why even do this…

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© 2011
First things first.
Why even do this…redesign this website,

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging,

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content,

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials,

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews,

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…

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© 2011
First things first.
Why even do this…redesign this website,
let the CEO start blogging, audit the
content, start engaging on Twitter,
consolidate the current site architecture,
add video testimonials, incorporate user
reviews, develop new brand guidelines…
if you don’t know what you need to
communicate?

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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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Establish the
message architecture.

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Establish the
message architecture.

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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.

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What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.

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Make us look
innovative,
but not risky.

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It should say
traditional,
but edgy.

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Words are valuable,
but meaningless without
context and priority.

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How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment

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Cardsorting
Step one:
• Who we are
• Who we’re not
• Who we’d like to be
(my methodology)

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Cardsorting
Step two:
• Who we are  Who we’d like to be

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Cardsorting
Step three:
• Prioritize the goals
• Tell the story of those aspirations

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Why do this?

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Why do this?
Words are cheaper than comps.

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Why do this?
Let creative colleagues refine the concept,
rather than confirm the purpose.

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Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)

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Why do this?
Sell new content types to manifest the
message architecture—not just because
they’re trendy.

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A little thing with big impact.

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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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A little thing with big impact.

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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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© 2011

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© 2011

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© 2011
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-
unsubscribe@insiders.miniusa.com
and include “Unsubscribe” and
your favorite fruit in the
subject field.

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Message architecture drives
the user experience

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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content

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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design

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…and in the choice of features
and content types

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So where to from here?
Content audit: measure quality against
the aspirational attributes in the message
architecture.

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So where to from here?
New content types: prioritize features
against the new communication goals.
Experience? Portfolio.
Trust and responsiveness? Testimonials.

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So where to from here?
Editorial style guidelines: determine
diction, sentence structure, formality, etc.
Traditional?
Longer sentences, more Latinate verbs,
pragmatic use of passive voice, etc.

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But your message architecture
comes first.

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Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#csforum11
Title image: http://flickr.com/KandyJaxx
All other images property of their respective owners or public domain.