establishing a brand-driven message architecture workshop at how

@mbloomstein | #HOWLive 1

Establishing a brand-driven

message architecture

Margot Bloomstein

HOW Design Live 051214

@mbloomstein #HOWLive

Oh HEY

effective content & design!

Content and design—

and processes to create them—

best complement each other through

content strategy.

What is content strategy?

Planning for the creation, aggregation,

delivery, and governance of useful,

usable, and appropriate content in an

experience.

You need this.

Get a seat at the table.

Content demands attention

Because we all want the same thing,

but content keeps getting in the way.

Content requires time

Content dredges up politics

This is your job now.

©Skillset.org

Titles < Roles < Skills

©Skillset.org

Steps along the way…

Message architecture

Content audit/inventory

Prescriptive content matrix

Content model

Editorial style guidelines

Metadata guidelines

Governance guidelines

Deliverables are merely

punctuation in the

conversation.

They can’t replace the

conversation.

Why content strategy?

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

Launch on time

Stay within budget

Maintain a consistent user experience

visually and verbally, across channels

Without the team killing each other

over differences in opinion and

changing goals

This can be yours.

Apple.

More like Apple’s “message

architecture”

Confident but approachable; accessible

Simple

Minimal detail

Streamlined and anticipatory

Inviting, friendly

Supportive but not fawning

Cheeky

• Witty and fun

• Young without being childish

Customer oriented and responsive

• Approachable, friendly

• Championing and empowering

Helpful

• Accessible

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Message architecture…

Cheeky

Customer oriented and responsive

Helpful

Versus brand values?

Versus a mission or vision?

“Great design for everyone”

Vision and direction are different.

This inspires, but isn’t tactical.

Gracious

• Welcoming, anticipatory service

Elite and premium

• Selective membership

• “Curated” experiences

Traditional

• Enduring heritage

• Preserving appreciation for quality

Message architecture?

First things first.

What do you need to communicate?

First things first.

start blogging, audit the content,

consolidate site architecture, add video

testimonials, incorporate reviews, relaunch

the site, develop new brand guidelines,

switch to a new CMS, or go “mobile first”…

If you don’t know what

you need to communicate,

how will you know if you

succeed?

What’s a message architecture?

A hierarchy of communication goals

that reflects a common vocabulary.

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.”

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

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.

Message architecture drives

the user experience

Nomenclature

Calls to action

Instructional content

Sentence structure

Diction

…in content

Photographic angles

Dark backgrounds

Bold headlines

Thick stroke weights

…and in design

Premium technology

Classic design

Cheekiness

• Smart, “punny,” hip

• Fun, gleeful

…in the choice of features and

content types

Not all channels are appropriate

for every brand or audience. • Annual reports

• Articles on your site

• Articles on other sites

• Blogs

• Books

• Branded tools

• Case studies

• Digital magazines

• eBooks

• Email newsletters

• Facebook posts

• Games

• In-person events

• Infographics

• Licensed/syndicated

content

• LinkedIn posts

• Microsites

• Mobile apps

• Online presentations

• Podcasts

• Print magazines

• Print newsletters

• Research reports

• Twitter

• Videos

• Virtual conferences

• Webinars/webcasts

• Whitepapers

Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey

Not all channels are appropriate

for every brand or audience. • Annual reports

• Articles on your site

• Articles on other sites

• Blogs

• Books

• Branded tools

• Case studies

• Digital magazines

• eBooks

• Email newsletters

• Facebook posts

• Games

• In-person events

• Infographics

• Licensed/syndicated

content

• LinkedIn posts

• Microsites

• Mobile apps

• Online presentations

• Podcasts

• Print magazines

• Print newsletters

• Research reports

• Twitter

• Videos

• Virtual conferences

• Webinars/webcasts

• Whitepapers

Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey

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 drives

a consistent user experience,

visually and verbally.

Elegant layout and typography

• Spread-to-spread sightlines and flow

• Wider borders

• Layered background images

• Italic titles with initial drop caps

• Serif body copy

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

Accessible, informative copy

• First-person plural

• Frequent rhetorical asides

• Shorter sentences

• Clear, concrete explanations

Content audit

Content types

Content model & matrix

Editorial style guidelines and calendar

A hierarchy of communication goals

that reflects a common vocabulary.

Concrete, shared terminology,

not abstract concepts.

Welcoming,

but elite.

Selective?

Accessible,

open, and

premiere.

Traditional,

but edgy.

Words are valuable,

but meaningless without

context and priority.

(In a few minutes, we’ll

give them context.)

• Engage in a tangible, hands-on way

• Encourage debate and conversation

• Identify points of disagreement

• Prevent seagulling

• Force prioritization

• Encourage ownership & investment

Cardsorting

• Groups of 7 – 10

• Pick 4 people to represent the brand

• Everyone else: put on your content

strategy hats!

• Who we are

• Who we’re not

• Who we’d like to be

Go with your gut!

Step 1

Who we are Who we’d like to be

Be aspirational. What needs to change?

Step 2

• Form groups: what goes together?

• Prioritize the goals or groups

• Tell the story of those aspirations

Step 3

Why do this?

Words are cheaper than comps.

Why do this?

Refine the concept, rather than

confirm the purpose.

Why do this?

Choose content types to manifest

the message architecture—

not just because they’re trendy.

But first things first:

Understand what you need to

communicate—and why.

But wait there’s MORE!

#contentstrategy & meetup.com

Thank you!

Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork

All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.

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