knowing yourself amid constraints nowwhat15

@mbloomstein | #NowWhat15 1

© 2015 © 2015

KNOWING AND

COMMUNICATING YOURSELF

AMID CONSTRAINTS

Margot Bloomstein

Now What? Conference

043015

#NowWhat15 @mbloomstein


Let’s have a conversation about

content creation and site maintenance

and sustainability and KPIs and

constraints and customer feedback

and channel proliferation…


You cannot communicate

without creating

a monster.

Your website, blog,

Facebook groups,

YouTube channel,

Pinterest boards are

insatiable.


How do you feed the beast?

Where do you start

and how far will you go?

These are questions

for content owners.

Sorry, Marshall

McLuhan.

Medium transmits

message—

but demands it, too.


© 2015

CC Sam Korn, via Wikipedia

Gnothi sauton


© 2015

Know thyself.

We invest in knowing our users,

but how well do we know our

own brands?

If you don’t know what

you need to communicate,

how will you know if you succeed?

How do you know where to put

resources, time, and talent?


© 2015

First things first.

Why blog, conduct a content audit, add

video testimonials, Pin, consolidate site

architecture, or switch to a new CMS,

if you don’t know what you need to

communicate?


© 2015

Tools enable how

you conceive ideas,

perceive your world,

and see yourself…


© 2015

So who are you?

More

like

Apple.


© 2015

More like Apple’s message architecture

Confident but approachable

• Self-assured and assertive

Simple and simplifying

• Minimal detail

• Streamlined and anticipatory

Inviting, friendly

• Supportive but not fawning


© 2015

Message architecture

Cheeky

• Witty and fun

• Young without being childish

Customer oriented and responsive

• Approachable, friendly

• Championing and empowering

Helpful

• Accessible


© 2015

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

http://moo.com/


© 2015

Message architecture…

Cheeky

Customer oriented and responsive

Helpful


© 2015

…versus brand values

Design

Innovation

Community

Excellence

These inspire, but without priority.


© 2015

What’s a message architecture?

A hierarchy of communication goals

that reflects a common vocabulary.


© 2015

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.”


© 2015


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


© 2015

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-

[email protected]

and include “Unsubscribe” and

your favorite fruit in the

subject field.


© 2015

Message architecture drives

the user experience


© 2015

Nomenclature

Calls to action

Instructional content

Sentence structure

Diction

…in content


© 2015

Not all channels are right for all goals.

Academic and serious? • 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


© 2015

Not all channels are right for all goals.

Fun and engaging? • 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


© 2015

Premium

• Lindt embodies quality, in product, marketing, & company interactions

• Approachable: indulgence is 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 and socially conscious



© 2015

Elegant layout and typography

• Spread-to-spread sightlines and flow

• Wider borders

• Layered background images

• Italic titles with initial drop caps

• Serif body copy


© 2015

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


© 2015

Accessible, informative copy

• First-person plural

• Frequent rhetorical asides

• Shorter sentences

• Clear, concrete explanations


Allot budget, choose content types,

and prioritize channels to manifest

the message architecture—

not to just keep up.


Tame the beast not

by looking out,

but first looking in.

THANK YOU!

Frankenstein © Universal Pictures. Little Shop of Horrors © The Geffen Company.

Screen grabs property of their respective owners at time of capture. © 2015 Appropriate, Inc.

@mbloomstein

[email protected]

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amzn.to/CSatWork

knowing yourself amid constraints nowwhat15

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