Brand-driven Content Strategy: Developing a Message Architecture workshop at Confab Intensive 2016

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<ul><li><p>1 #ConfabINT | @mbloomstein </p><p>BRAND-DRIVEN CONTENT STRATEGY: </p><p>DEVELOPING A MESSAGE ARCHITECTURE </p><p>Confab Intensive </p><p>September 19, 2016 </p><p>#ConfabINT </p><p>Margot Bloomstein </p><p>@mbloomstein </p></li><li><p>2 #ConfabINT | @mbloomstein </p><p>The key to saying more is saying no. </p></li><li><p>3 #ConfabINT | @mbloomstein </p><p>Good communication is the product of tradeoffs and opportunity costs. </p><p>3 #ConfabINT | @mbloomstein </p></li><li><p>4 #ConfabINT | @mbloomstein </p><p>Content demands attention </p></li><li><p>5 #ConfabINT | @mbloomstein </p><p>Because we all want the same thing, </p><p>but content keeps getting in the way. </p><p>(CC) http://www.flickr.com/photos/slworking </p><p>Content requires time </p></li><li><p>6 #ConfabINT | @mbloomstein </p><p>Content dredges up politics </p><p>Margot Bloomstein </p></li><li><p>7 #ConfabINT | @mbloomstein </p><p>Good communication is the product of tradeoffs and opportunity costs. </p><p>7 #ConfabINT | @mbloomstein </p></li><li><p>8 #ConfabINT | @mbloomstein </p><p>Tradeoffs pay off. </p><p>Margot Bloomstein </p></li><li><p>9 #ConfabINT | @mbloomstein </p><p> Content and design and processes to create them complement each other in content strategy. </p></li><li><p>10 #ConfabINT | @mbloomstein </p><p> Content and design and processes to create them complement each other in content strategy. But first: a foundation. </p></li><li><p>11 #ConfabINT | @mbloomstein </p><p>What is content strategy? </p><p>Planning for the creation, aggregation, and </p><p>governance of content thats useful, usable, </p><p>and appropriate in an experience. </p></li><li><p>12 #ConfabINT | @mbloomstein </p><p>Message architecture </p><p>Content audit </p><p>Content types </p><p>Content model </p><p>Editorial style guidelines and calendar </p></li><li><p>13 #ConfabINT | @mbloomstein </p><p>Deliverables are merely punctuation </p><p>in the conversation. </p><p>They cant replace the conversation </p><p>and too often, were afraid to talk. </p></li><li><p>14 #ConfabINT | @mbloomstein </p><p>Why? Politicsand participation </p><p>Margot Bloomstein </p></li><li><p>15 #ConfabINT | @mbloomstein </p><p>Why? Politicsand participation* </p><p>Margot Bloomstein </p><p>*until the blog launches, </p><p>readers require engagement, </p><p>FAQs demand integration </p></li><li><p>Beat em to </p><p>the punch </p></li><li><p>More like Apple </p></li><li><p>19 #ConfabINT | @mbloomstein </p><p>More like Apples message architecture </p><p>Confident but approachable; accessible </p><p>Simple </p><p> Minimal detail </p><p> Streamlined and anticipatory </p><p>Inviting, friendly </p><p> Supportive but not fawning </p></li><li><p>20 #ConfabINT | @mbloomstein </p><p>Message architecture </p><p>Cheeky </p><p> Witty and fun </p><p> Young without being childish </p><p>Customer oriented and responsive </p><p> Approachable, friendly, and empowering </p><p>Helpful </p><p> Accessible </p></li><li><p>21 #ConfabINT | @mbloomstein </p></li><li><p>22 #ConfabINT | @mbloomstein </p></li><li><p>23 #ConfabINT | @mbloomstein </p><p>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 </p><p>http://moo.com/</p></li><li><p>24 #ConfabINT | @mbloomstein </p><p>Cheeky </p><p> Witty and fun </p><p> Young without being childish </p><p>Customer-oriented, responsive </p><p> Approachable and friendly </p><p> Empowering </p><p>Helpful </p><p> Accessible </p><p>Message architecture vs. brand values Design </p><p>Innovation </p><p>Community </p><p>Excellence </p></li><li><p>25 #ConfabINT | @mbloomstein </p><p>Whats a message architecture? </p><p>A hierarchy of communication goals </p><p>that reflects a common vocabulary </p></li><li><p>26 #ConfabINT | @mbloomstein </p><p>Whats a message architecture? </p><p>A hierarchy of communication goals </p><p>that reflects a common vocabulary </p><p>versus brand values, which are the </p><p>ethics a company espouses </p></li><li><p>27 #ConfabINT | @mbloomstein </p><p>First things first. </p><p>Why add video testimonials, maintain </p><p>a blog, conduct an audit, or launch a </p><p>new Facebook campaign </p><p>if you dont know whats most </p><p>important to communicate? </p></li><li><p>If you dont know </p><p>what to communicate, </p><p>how will you know if </p><p>you succeed? </p></li><li><p>what to communicate </p><p>when </p><p>where </p></li><li><p>30 #ConfabINT | @mbloomstein </p><p>Serious, technical, and rigorous? Annual reports </p><p> Articles on your site </p><p> Articles on other sites </p><p> Blogs </p><p> Books </p><p> Branded tools </p><p> Case studies </p><p> Digital magazines </p><p> eBooks </p><p> Email newsletters </p><p> Facebook posts </p><p> Games </p><p> In-person events </p><p> Infographics </p><p> Licensed/syndicated </p><p>content </p><p> LinkedIn posts </p><p> Microsites </p><p> Mobile apps </p><p> Online presentations </p><p> Podcasts </p><p> Print magazines </p><p> Print newsletters </p><p> Research reports </p><p> Twitter </p><p> Videos </p><p> Virtual conferences </p><p> Webinars/webcasts </p><p> Whitepapers </p><p>Excerpted from Content Marketing Institute &amp; MarketingProfs Content Marketing Survey </p><p>Not all channels fit all goals. </p></li><li><p>31 #ConfabINT | @mbloomstein </p><p>Engaged, fun, and relevant? Annual reports </p><p> Articles on your site </p><p> Articles on other sites </p><p> Blogs </p><p> Books </p><p> Branded tools </p><p> Case studies </p><p> Digital magazines </p><p> eBooks </p><p> Email newsletters </p><p> Facebook posts </p><p> Games </p><p> In-person events </p><p> Infographics </p><p> Licensed/syndicated </p><p>content </p><p> LinkedIn posts </p><p> Microsites </p><p> Mobile apps </p><p> Online presentations </p><p> Podcasts </p><p> Print magazines </p><p> Print newsletters </p><p> Research reports </p><p> Twitter </p><p> Videos </p><p> Virtual conferences </p><p> Webinars/webcasts </p><p> Whitepapers </p><p>Excerpted from Content Marketing Institute &amp; MarketingProfs Content Marketing Survey </p><p>Not all channels fit all goals. </p></li><li><p>How could we prove this is a car not </p><p>like anything else out there? Its a small </p><p>car, but its premium. You get a Porsche </p><p>911 ride for a fifth of the cost. Its got </p><p>history but in Europe. </p><p>You need to give people content to give </p><p>them history. </p></li><li><p>33 #ConfabINT | @mbloomstein </p><p>A little thing with big impact. </p></li><li><p>34 #ConfabINT | @mbloomstein </p><p>A little thing with big impact. </p></li><li><p>35 #ConfabINT | @mbloomstein </p><p>Message architecture</p><p>Premium technology </p><p> Assertive; ready to perform as a drivers car </p><p> Proactive and supportive of spontaneity </p><p>Classic design </p><p> Experienced and savvy </p><p>Cheekiness </p><p> Smart, punny, hip </p><p> Fun, gleeful </p></li><li><p>36 #ConfabINT | @mbloomstein </p></li><li><p>37 #ConfabINT | @mbloomstein </p></li><li><p>38 #ConfabINT | @mbloomstein </p></li><li><p>39 #ConfabINT | @mbloomstein </p><p>If these emails are boring you </p><p>and you dont mind missing out </p><p>on all the lip-smackin stuff </p><p>well be sending in the future, </p><p>simply send a message to owner-</p><p>unsubscribe@insiders.miniusa.com </p><p>and include Unsubscribe and </p><p>your favorite fruit in the </p><p>subject field. </p></li><li><p>40 #ConfabINT | @mbloomstein </p><p>Message architecture drives content </p><p>Nomenclature </p><p>Calls to action </p><p>Content types </p><p>Sentence structure </p><p>Diction </p></li><li><p>41 #ConfabINT | @mbloomstein </p><p>Message architecture drives design </p><p>Photographic angles </p><p>Background colors </p><p>Headline typography </p><p>Density of information </p></li><li><p>Content strategy </p><p>can create harmony </p><p>from cross-channel cacophony.</p></li><li><p>Your turn: </p><p>Encourage tradeoffs that pay off</p></li><li><p> Engage in a tangible way </p><p> Encourage conversation </p><p>What do you mean? </p><p>Are these concepts synonymous? </p><p> Identify pain points and debate: </p><p>How can we be innovative and traditional? </p><p> Force prioritization </p><p> Encourage ownership </p><p> Prevent seagulling </p></li><li><p>46 #ConfabINT | @mbloomstein </p><p>Whats a message architecture? </p><p>A hierarchy of communication goals </p><p>that reflects a common vocabulary </p></li><li><p>47 #ConfabINT | @mbloomstein </p><p>Whats a message architecture? </p><p>A hierarchy of communication goals </p><p>that reflects a common vocabulary</p><p>concrete, shared terminology, </p><p>not abstract concepts </p></li><li><p>welcoming but elite </p></li><li><p>traditional but edgy </p></li><li><p>50 #ConfabINT | @mbloomstein </p></li><li><p>Words are valuable, </p><p>but meaningless </p><p>without context and priority.</p></li><li><p>52 #ConfabINT | @mbloomstein </p><p> Who we are </p><p> Who were not </p><p> Who wed like to be </p><p>Go with your gut! </p><p>Step 1: categorize </p></li><li><p>53 #ConfabINT | @mbloomstein </p><p>Who we are Who wed like to be </p><p>Be aspirational. What needs to change? </p><p>Step 2: filter </p></li><li><p>54 #ConfabINT | @mbloomstein </p><p> Form groups: what goes together? </p><p> Prioritize the goals or groups </p><p> Tell the story of those aspirations </p><p>Step 3: group and prioritize </p></li><li><p>55 #ConfabINT | @mbloomstein </p><p> Follow up on hesitation, smirks, and grimaces </p><p> Push back on participants to resolve their questions </p><p> Expose nuances in meaning and connotation </p><p>You put traditional but not conservativewhy? </p><p>You hesitated as you put cool here. How come? </p><p>Are strategic and tactical on a continuum? </p><p>Dig in to ensure clarity </p></li><li><p> Choose content types to manifest the </p><p>message architecture </p><p> Gain standards for a qualitative audit </p><p> Prioritize CMS changes and metadata to </p><p>support content types </p><p> Reallocate budget and resources across </p><p>channels </p></li><li><p>57 #ConfabINT | @mbloomstein </p></li><li><p>58 #ConfabINT | @mbloomstein </p><p>Premium </p><p> Lindt embodies quality, in product, marketing, &amp; company interactions </p><p> Approachable: Quality indulgences are more accessible </p><p> Trusted in brand and quality </p><p>Empowering </p><p> Entrepreneurial: Innovating, championing individuals and successes </p><p> Market driving: strategic and proactive </p><p> Professional and consistent through experience and being responsive </p><p>Community-minded </p><p> Engaged with the Lindt family </p><p> Customer-oriented </p><p> Socially conscious </p><p>Message architecture</p></li><li><p>59 #ConfabINT | @mbloomstein </p><p>Elegant layout and typography </p><p> Spread-to-spread sightlines and flow </p><p> Wider borders </p><p> Layered background images </p><p> Italic titles with initial drop caps </p></li><li><p>60 #ConfabINT | @mbloomstein </p><p>Imagery of individual impact </p><p> People engaged with product and service </p><p>not just product or just results of service </p><p> Diversity of role, gender, ethnicity, and age </p></li><li><p>61 #ConfabINT | @mbloomstein </p><p>Accessible, informative copy </p><p> First-person plural </p><p> Frequent rhetorical asides </p><p> Shorter sentences </p><p> Clear, concrete explanations </p></li><li><p>62 #ConfabINT | @mbloomstein </p><p>Editorial calendar schedules </p><p>the message architecture </p></li><li><p>63 #ConfabINT | @mbloomstein </p><p>Message architecture </p><p>Content audit </p><p>Content types </p><p>Content model </p><p>Editorial style guidelines and calendar </p></li><li><p>64 #ConfabINT | @mbloomstein </p><p>But first things first: </p><p>Understand what you need to </p><p>communicateand why. </p></li><li><p>65 #ConfabINT | @mbloomstein </p><p>Thank you! Margot Bloomstein </p><p>@mbloomstein </p><p>margot@appropriateinc.com </p><p>Content Strategy at Work: http://amzn.to/CSatWork </p><p>BrandSort: http://cards.appropriateinc.com </p><p>Talks: http://slideshare.net/mbloomstein </p><p>All photography Margot Bloomstein unless noted. </p><p>Screen grabs property of their respective owners. </p></li></ul>