Brand-driven Content Strategy: Developing a Message Architecture at Confab Intensive

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  • Margot Bloomstein

    Confab Intensive 083115

    #ConfabINT

    @mbloomstein

  • @mbloomstein | #ConfabINT 2

    2015

    Content demands attention

  • @mbloomstein | #ConfabINT 3

    2015

    Because we all want the same thing,

    but content keeps getting in the way.

    (CC) http://www.flickr.com/photos/slworking

    Content requires time

  • @mbloomstein | #ConfabINT 4

    2015

    Content dredges up politics

    Margot Bloomstein

  • This is your job now.

  • @mbloomstein | #ConfabINT 6

    2015

    Skillset.org

  • @mbloomstein | #ConfabINT 7

    2015

    Titles < Roles < Skills

    Skillset.org

  • The Creative Group

  • @mbloomstein | #ConfabINT 10

    2015

  • @mbloomstein | #ConfabINT 11

    2015

    Content and design

    and the processes to create them

    complement each other through

    content strategy.

    @mbloomstein | #ConfabINT 11

  • @mbloomstein | #ConfabINT 12

    2015

    Content and design

    and the processes to create them

    complement each other through

    content strategy.

    But they require a foundation and vision.

    @mbloomstein | #ConfabINT 12

  • @mbloomstein | #ConfabINT 13

    2015

    Message architecture

    Content audit

    Content types

    Content model

    Editorial style guidelines and calendar

  • @mbloomstein | #ConfabINT 14

    2015

    What is content strategy?

    Planning for the creation, aggregation, and

    governance of content thats useful, usable,

    and appropriate in an experience.

  • @mbloomstein | #ConfabINT 15

    2015

    Steps along the way

    Message architecture

    Content audit/inventory

    Prescriptive content matrix

    Content model

    Editorial style guidelines

    Metadata guidelines

    Governance guidelines

  • @mbloomstein | #ConfabINT 16

    2015

    Deliverables are merely punctuation

    in the conversation.

    They cant replace the conversation

    and too often, were afraid to talk.

  • @mbloomstein | #ConfabINT 17

    Why content strategy?

  • @mbloomstein | #ConfabINT 18

    Why content strategy?

    Because we all want the same thing,

    but content keeps getting in the way.

  • @mbloomstein | #ConfabINT 19

    Why content strategy?

    Launch on time

  • @mbloomstein | #ConfabINT 20

    Why content strategy?

    Stay within budget

  • @mbloomstein | #ConfabINT 21

    Why content strategy?

    Maintain a consistent user experience

    visually and verbally, across channels

  • @mbloomstein | #ConfabINT 22

    Why content strategy?

    Without the team killing each other over

    differences in opinion and changing goals

  • @mbloomstein | #ConfabINT 23

    2015

    This doesnt need to be hard.

    Good content doesnt need to be expensive to plan,

    time-consuming to create, or difficult to maintain.

    Thats content without content strategy.

  • More

    like

    Apple.

  • @mbloomstein | #ConfabINT 26

    2015

    More like Apples message architecture

    Confident but approachable; accessible

    Simple

    Minimal detail

    Streamlined and anticipatory

    Inviting, friendly

    Supportive but not fawning

  • @mbloomstein | #ConfabINT 27

    2015

  • @mbloomstein | #ConfabINT 28

    2015

    Gracious and engaged

    Welcoming, anticipatory service

    Elite and premium

    Selective membership

    Curated experiences

    Traditional

    Enduring heritage

    Preserving appreciation for quality

    Message architecture?

  • @mbloomstein | #ConfabINT 29

    2015

    Innovative

    Global

    Inclusive

    Engaged

    Translating Harvards principles

  • @mbloomstein | #ConfabINT 30

    2015

  • @mbloomstein | #ConfabINT 31

    2015

    Message architecture

    Cheeky

    Witty and fun

    Young without being childish

    Customer oriented and responsive

    Approachable, friendly, and empowering

    Helpful

    Accessible

  • @mbloomstein | #ConfabINT 32

    2015

  • @mbloomstein | #ConfabINT 33

    2015

  • @mbloomstein | #ConfabINT 34

    2015

    From: Little MOO | Print Robot Subject: MOO | Order 0629312615 | Confirmed Hello I'm Little MOO - the bit of software that will be managing your order with moo.com. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I'll let you know when it's done and on its way to you. Remember, I'm just a bit of software. So, if you have any questions regarding your order please first read our Frequently Asked Questions or contact customer services (who are real people!) Thanks, Little MOO, Print Robot

    http://moo.com/

  • @mbloomstein | #ConfabINT 35

    2015

    Message architecture vs. brand values?

    1. Cheeky

    2. Customer oriented

    3. Helpful

    Design

    Innovation

    Community

    Excellence

    (Inspiring, but lack priority)

  • @mbloomstein | #ConfabINT 36

    2015

    Whats a message architecture?

    A hierarchy of communication goals

    that reflects a common vocabulary.

  • @mbloomstein | #ConfabINT 37

    2015

    First things first.

    Why start blogging, audit the content, consolidate

    site architecture, add video testimonials, relaunch

    the site, develop new brand guidelines, launch a

    new campaign, or go mobile first if you dont

    know whats most important to communicate?

  • @mbloomstein | #ConfabINT 38

    2015

    If you dont know what

    to communicate,

    how will you know

    if you succeed?

  • @mbloomstein | #ConfabINT 39

    2015

    Whats a message architecture?

    A hierarchy of communication goals

    that reflects a common vocabulary.

  • @mbloomstein | #ConfabINT 40

    2015

    A little thing with big impact.

  • How could we prove this is a car not

    like anything else out there? Its a small

    car, but its premium. You get a Porsche

    911 ride for a fifth of the cost. Its got

    history but in Europe.

    You need to give people content to give

    them history.

  • @mbloomstein | #ConfabINT 42

    2015

    A little thing with big impact.

  • @mbloomstein | #ConfabINT 43

    2015

    Message architecture

    Premium technology

    Assertive; ready to perform as a drivers car

    Proactive and supportive of spontaneity

    Classic design

    Experienced and savvy

    Cheekiness

    Smart, punny, hip

    Fun, gleeful

  • @mbloomstein | #ConfabINT 44

    2015

  • @mbloomstein | #ConfabINT 45

    2015

  • @mbloomstein | #ConfabINT 46

    2015

  • @mbloomstein | #ConfabINT 47

    2015

  • @mbloomstein | #ConfabINT 48

    2015

    If these emails are boring you

    and you dont mind missing out

    on all the lip-smackin stuff

    well 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.

  • @mbloomstein | #ConfabINT 49

    2015

    Message architecture drives

    the user experience

  • @mbloomstein | #ConfabINT 50

    2015

    Nomenclature

    Calls to action

    Instructional content

    Sentence structure

    Diction

    in content

  • @mbloomstein | #ConfabINT 51

    2015

    Photographic angles

    Dark backgrounds

    Bold headlines

    Thick stroke weights

    and in design

  • @mbloomstein | #ConfabINT 52

    2015

    and in the prioritization and

    coordination of features and

    content types.

  • Content strategy

    creates harmony,

    not cacophony, across channels.

  • @mbloomstein | #ConfabINT 54

    2015

    Not all channels fit all brands.

    Serious and technical? 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

  • @mbloomstein | #ConfabINT 55

    2015

    Not all channels fit all brands.

    Fun and engaged? 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

  • @mbloomstein | #ConfabINT 56

    2015

  • @mbloomstein | #ConfabINT 57

    2015

    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 | #ConfabINT 58

    2015

    Message architecture drives a

    consistent user experience,

    visually and verbally.

  • @mbloomstein | #ConfabINT 59

    2015

    Elegant layout and typography

    Spread-to-spread sightlines and flow

    Wider borders

    Layered background images

    Italic titles with initial drop caps

  • @mbloomstein | #ConfabINT 60

    2015

    Imagery of individual impact

    People engaged with product and service

    not just product or just results of service

    Diversity of role, gender, ethnicity, and age

  • @mbloomstein | #ConfabINT 61

    2015

    Accessible, informative copy

    First-person plural

    Frequent rhetorical asides

    Shorter sentences

    Clear, concrete explanations

  • @mbloomstein | #ConfabINT 62

    2015

    Message architecture

    Content audit

    Content types

    Content model

    Editorial style guidelines and calendar

  • @mbloomstein | #ConfabINT 64

    2015

    Whats a message architecture?

    A hierarchy of communication goals

    that reflects a common vocabulary.

  • @mbloomstein | #ConfabINT 65

    2015

    Whats a message architecture?

    Concrete, shared terminology,

    not abstract concepts.

  • Welcoming,

    but elite.

    Selective?

  • Welcoming,

    but elite.

    Inclusive?

  • Welcoming,

    but elite.

    Exclusive?

  • Traditional, but edgy.

  • @mbloomstein | #ConfabINT 70

    2015

  • You like your

    jargon more than communication.

  • @mbloomstein | #ConfabINT 72

    2015

    Words are valuable,

    but meaningless without

    context and priority.

  • @mbloomstein | #ConfabINT 73

    2015

    How?

    Engage in a tangible, hands-on way

    Encourage debate and conversation

    Identify points of disagreement

    Prevent seagulling

    Force prioritization

    Encourage ownership & investment

  • @mbloomstein | #ConfabINT 74

    2015

  • @mbloomstein | #ConfabINT 75

    2015

    Cardsorting

    Tables of 8

    3 people represent the brand

    5 people consult on content strategy

  • @mbloomstein | #ConfabINT 76

    2015

    Who we are

    Who were not

    Who wed like to be

    Go with your gut!

    Step 1

  • @mbloomstein | #ConfabINT 77

    2015

    Who we are Who wed like to be

    Be aspirational. What needs to change?

    Step 2

  • @mbloomstein | #ConfabINT 78

    2015

    Form groups: what goes together?

    Prioritize the goals or groups

    Tell the story of those aspirations

    Step 3

  • @mbloomstein | #ConfabINT 79

    2015

    Why do this?

    Words are cheaper than comps.

  • @mbloomstein | #ConfabINT 80

    2015

    Why do this?

    Content creation, organization, and

    governance all need a strong foundation.

  • @mbloomstein | #ConfabINT 81

    2015

    Why do this?

    Choose content types to manifest

    the message architecture

    not just because theyre trendy.

  • @mbloomstein | #ConfabINT 82

    2015

    And beyond

    Gain standards by which to conduct a qualitative

    audit. What is good anyway?

    Determine keywords for SEO

    Prioritize CMS changes to support content

    Reallocate budget and resources across channels

  • @mbloomstein | #ConfabINT 83

    2015

    But first things first:

    Understand what you need to

    communicateand why.

  • Margot Bloomstein

    @mbloomstein

    margot@appropriateinc.com

    slideshare.net/mbloomstein

    All photography Margot Bloomstein unless noted. Screen grabs property of their respective owners.