secrets of brand-driven content strategy workshop
DESCRIPTION
Facing feature creep and disagreements among stakeholders? Are you trying to incorporate a blog, Twitter feed, or curated content because the CMO likes it… or because it fits your communication goals? You need to get a grip on content, the people who make it—and the brand they want to establish. Enter brand-driven content strategy: complement your user-centered design techniques in the workshop that will empower you with the questions, tools, and exercises to implement it. Learn how to develop a message architecture, discover how a brand attributes cardsort can identify pitfalls and points of disagreement, and improve organizational alignment around the brand and content. Then we’ll use the message architecture to conduct a qualitative and quantitative content audit to reveal new content types. Leave with confidence, savvy, and experience to bring brand-driven content strategy techniques and thinking back to your own organization. Presented at the IA Summit 2013, #IAS13, April 4, 2013 in Baltimore.TRANSCRIPT
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© 2013 © 2011 The secrets of brand-driven CONTENT STRATEGY
Margot Bloomstein IA Summit April 2013 @mbloomstein
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Unless you understand what people are trying to do with your content you cannot know if it’s working or not.” Gerry McGovern
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Your serve. And who are you again?
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What is content strategy?
Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
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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
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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. Don’t let them replace the conversation.
Why content strategy?
Why content strategy?
Because we all want the same thing, but content keeps getting in the way.
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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.
(CC) http://www.flickr.com/photos/slworking
Content requires time
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Sustainable content is content you can create—and maintain—without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy
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Content dredges up politics
©Margot Bloomstein
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to change, empower, support, advocate, teach, simplify, consolidate, remind, inform…
You cannot act in passive voice
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to change, empower, support, advocate, teach, simplify, consolidate, remind, inform… Content demands an owner & ownership.
You cannot act in passive voice
This is your job now.
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©Skillset.org
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First things first.
What do you need to communicate?
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First things first.
Why even…redesign the website, let the CEO start blogging, audit the content, start engaging on Twitter, consolidate the site architecture, add video testimonials, incorporate user reviews, develop new brand guidelines… if you don’t know what you need to communicate?
If you don’t know what you need to communicate, how will you know if you succeed?
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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.
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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 [email protected] and include “Unsubscribe” and your favorite fruit in the subject field.
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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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…and in the choice of features and content types
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What’s a message architecture?
A hierarchy of communication goals that reflects a common vocabulary.
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What’s a message architecture?
Concrete, shared terminology, not abstract concepts.
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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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© 2013 ©Warby Parker
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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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Why do this?
Words are cheaper than comps.
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Why do this?
Let creative colleagues refine the concept, rather than confirm the purpose.
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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 ~5 • Pick 2 people to represent the brand • Everyone else: put on your content
strategy hats!
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Group 1: You’re a nonprofit eldercare provider in Florida. To attract a broader range of volunteers and donors, you want to change how people view senior living in the 21st century. Group 2: You’re an excellent Midwestern university known and valued locally—but you want to grow in relevance and attract more applicants , faculty, and funding from around the country and world.
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Cardsorting
Step one: • Who we are • Who we’re not • Who we’d like to be
Go with your gut for about 20 minutes.
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Group 1: You’re a nonprofit eldercare provider in Florida. To attract a broader range of volunteers and donors, you want to change how people view senior living in the 21st century. Group 2: You’re an excellent Midwestern university known and valued locally—but you want to grow in relevance and attract more applicants , faculty, and funding from around the country and world.
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Cardsorting
Step two: • Who we are Who we’d like to be
Think aspirational. What needs to change? ~15 minutes
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Group 1: You’re a nonprofit eldercare provider in Florida. To attract a broader range of volunteers and donors, you want to change how people view senior living in the 21st century. Group 2: You’re an excellent Midwestern university known and valued locally—but you want to grow in relevance and attract more applicants , faculty, and funding from around the country and world.
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Cardsorting
Step three: • Form groups: what goes together? • Prioritize the goals or groups • Tell the story of those aspirations ~15 minutes
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Why do this?
Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
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Why do this?
Promote new content types to manifest the message architecture—not just because they’re trendy or feasible.
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So where to from here?
Content audit: measure quality against the aspirational attributes in the message architecture.
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So where to from here?
New content types: prioritize features against the new communication goals. Experience? Portfolio. Trust and responsiveness? Testimonials.
Audit time!
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The organization Established and premiere • Founded in 1896 • International reputation for depth in several areas
• Not really a “destination” for tourists—but definitely for academics and researchers
Trusted • Known for research among competitors, but not local audience • Target audience is loyal, but places greater appreciation in its
tradition and history than modern updates Kid-friendly • Seen as ideal for family visits, school field trips, but relatively
unknown for adult applicability within the local target audience
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Message architecture Engaged and curious • Creating knowledge by supporting rigorous scientific research
and disseminating information • Driving the public discussion to promote stewardship • Comprehensive in questions, open-minded in answers Welcoming • Accessible “for ages 5 – 95” • Relevant, tailored Applicable and relevant • Practical; engaged & empathizing with the community • Immediate, cutting-edge, and “in touch” Innovative • Ends > means in research, development, and engagement
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© 2013 Engaged & curious? Welcoming? Applicable & relevant? Innovative?
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© 2013 Engaged & curious? Welcoming? Applicable & relevant? Innovative?
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© 2013 Engaged & curious? Welcoming? Applicable & relevant? Innovative?
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Audit to understand what you have and what you need. Don’t just do it for fun. Before you can start, you need to know why. What are you trying to learn?
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Each section* gets its own tab.
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Every tab tracks the same data
Quantitative: • Head count: what do we have? • Is it consistent?
• Are similar content types consistent in size and structure?
• Is there parity of length, level of detail, and tone?
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Every tab tracks the same data
Qualitative: is it any good? • ROT analysis: redundant, outdated, trivial • Current, relevant, and appropriate
to the message architecture • Does it serve the communication goals? • Does it speak to the target audience?
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Each piece of content gets a row
Set up dropdowns to constrain data • Data Data validation List Sources
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Message architecture Passionate about strategic discovery • Creative, spirited, inspired • Visionary, innovative thought leader and industry leader • Flexible Tactical and hands-on • In the trenches, in touch • Detail-oriented and methodical Pioneering • Groundbreaking, trend-setting • Modern and savvy People-focused and market-driven • Trusted by medical professionals, researchers, and media • Industry news source
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© 2013 Passionate? Creative? Hands-on? Pioneering and modern? Trusted?
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What will you learn?
• What do we have? • What are the patterns, elements, & types? • Is it any good? • Do people even like it? (Check analytics!) • What do we need to update? • What do we need to translate? • Where do we need more?
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Where can you go?
• Prescribe new content types • Advocate for more frequent content updates • Promote a new editorial calendar • Reallocate budget across social media channels
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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
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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
Gap analysis
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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
Gap analysis
How
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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
Gap analysis
How
By whom & when
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But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
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Thank you!
Margot Bloomstein @mbloomstein [email protected] slideshare.net/mbloomstein amzn.to/CSatWork Title image: http://flickr.com/KandyJaxx All other images property of their respective owners, used under a Creative Commons license, or copyright as noted.