establishing a brand-driven message architecture workshop at how
DESCRIPTION
Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Eager for more efficient engagements? You’ll also discover how a brand attributes cardsort can help you identify potential pitfalls and points of disagreement while you improve organizational alignment. Then use this foundation to conduct a qualitative and quantitative content audit. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow? These questions and other challenges drive content strategy; they’re basic issues to any designer planning for content. But what if you’re not a content strategist? What if you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation? No matter your title, it’s time to embrace content strategy, starting with the message architecture. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work. Presented as two sold-out workshops at HOW Design Live, #HOWLive, May 12, 2014 in Boston.TRANSCRIPT
@mbloomstein | #HOWLive 1
© 2014 © 2014
Establishing a brand-driven
message architecture
Margot Bloomstein
HOW Design Live 051214
@mbloomstein #HOWLive
@mbloomstein | #HOWLive 2
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Oh HEY
effective content & design!
@mbloomstein | #HOWLive 3
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Content and design—
and processes to create them—
best complement each other through
content strategy.
@mbloomstein | #HOWLive 3
@mbloomstein | #HOWLive 4
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
@mbloomstein | #HOWLive 5
You need this.
@mbloomstein | #HOWLive 6
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© narniafans.com
Get a seat at the table.
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Content demands attention
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Because we all want the same thing,
but content keeps getting in the way.
Content requires time
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Content dredges up politics
This is your job now.
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©Skillset.org
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Titles < Roles < Skills
©Skillset.org
© The Creative Group
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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.
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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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Why content strategy?
Launch on time
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Why content strategy?
Stay within budget
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Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
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Why content strategy?
Without the team killing each other
over differences in opinion and
changing goals
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This can be yours.
More
like
Apple.
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More like Apple’s “message
architecture”
Confident but approachable; accessible
Simple
Minimal detail
Streamlined and anticipatory
Inviting, friendly
Supportive but not fawning
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Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
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From: Little MOO | Print Robot <[email protected]> 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
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Message architecture…
Cheeky
Customer oriented and responsive
Helpful
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Versus brand values?
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Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.
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Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
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First things first.
What do you need to communicate?
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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”…
@mbloomstein | #HOWLive 40
If you don’t know what
you need to communicate,
how will you know if you
succeed?
@mbloomstein | #HOWLive 41
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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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.
@mbloomstein | #HOWLive 45
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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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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-
and include “Unsubscribe” and
your favorite fruit in the
subject field.
@mbloomstein | #HOWLive 51
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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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Premium technology
Classic design
Cheekiness
• Smart, “punny,” hip
• Fun, gleeful
…in the choice of features and
content types
@mbloomstein | #HOWLive 55
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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
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
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© 2014
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
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #HOWLive 59
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@mbloomstein | #HOWLive 60
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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 | #HOWLive 61
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Message architecture drives
a consistent user experience,
visually and verbally.
@mbloomstein | #HOWLive 62
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Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
• Serif body copy
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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
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Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
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Message architecture
Content audit
Content types
Content model & matrix
Editorial style guidelines and calendar
@mbloomstein | #HOWLive 70
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #HOWLive 71
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What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
@mbloomstein | #HOWLive 72
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Welcoming,
but elite.
Selective?
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Accessible,
open, and
premiere.
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Traditional,
but edgy.
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Words are valuable,
but meaningless without
context and priority.
(In a few minutes, we’ll
give them context.)
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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
• Groups of 7 – 10
• Pick 4 people to represent the brand
• Everyone else: put on your content
strategy hats!
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• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut!
Step 1
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Who we are Who we’d like to be
Be aspirational. What needs to change?
Step 2
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• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3
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Why do this?
Words are cheaper than comps.
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Why do this?
Refine the concept, rather than
confirm the purpose.
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Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.
@mbloomstein | #HOWLive 87
But first things first:
Understand what you need to
communicate—and why.
@mbloomstein | #HOWLive 88
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But wait there’s MORE!
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#contentstrategy & meetup.com
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Thank you!
Margot Bloomstein @mbloomstein [email protected] slideshare.net/mbloomstein amzn.to/CSatWork
All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.