Secrets of Brand-Driven Content Strategy workshop

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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 itand 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 well 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.

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<ul><li> 1. @mbloomstein | #IAS13 1Margot BloomsteinIA Summit April 2013@mbloomsteinThe secrets of brand-drivenCONTENT STRATEGY 2013 2011</li></ul> <p> 2. @mbloomstein | #IAS13 2 Unless you understand what people aretrying to do with your content you cannotknow if its working or not. Gerry McGovern 2013 3. @mbloomstein | #IAS13 3Your serve.And who are you again? 2013 4. @mbloomstein | #IAS13 4What is content strategy?Planning for the creation, aggregation,delivery, and governance of useful,usable, and appropriate content in anexperience. 2013 5. @mbloomstein | #IAS13 5Steps along the wayMessage architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines 2013 6. @mbloomstein | #IAS13 6Steps along the wayMessage architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines 2013 7. Deliverables aremerely punctuation inthe conversation.Dont let them replacethe conversation. 8. Why content strategy? 9. Why content strategy?Because we all want the same thing,but content keeps getting in the way. 10. @mbloomstein | #IAS13 10Content demands attention 2013 11. @mbloomstein | #IAS13 11Content requires timeBecause we all want the same thing,but content keeps getting in the way.(CC) http://www.flickr.com/photos/slworking 2013 12. @mbloomstein | #IAS13 12Sustainable content is content you cancreateand maintainwithout goingbroke, without lowering quality in waysthat make the content suck, and withoutworking employees into nervousbreakdowns.Erin Kissane,The Elements of Content Strategy 2013 13. @mbloomstein | #IAS13 13Content dredges up politicsMargot Bloomstein 2013 14. @mbloomstein | #IAS13 14You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, inform 2013 15. @mbloomstein | #IAS13 15You cannot act in passive voiceto change, empower, support,advocate, teach, simplify,consolidate, remind, informContent demands an owner&amp; ownership. 2013 16. This is your job now. 17. @mbloomstein | #IAS1317 Skillset.org 2013 18. @mbloomstein | #IAS13 18First things first.What do you need to communicate? 2013 19. @mbloomstein | #IAS13 19First things first.Why evenredesign the website, let theCEO start blogging, audit the content,start engaging on Twitter, consolidate thesite architecture, add video testimonials,incorporate user reviews, develop newbrand guidelines if you dont knowwhat you need to communicate? 2013 20. If you dont know whatyou need to communicate,how will you know if yousucceed? 21. @mbloomstein | #IAS13 21Whats a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. 2013 22. @mbloomstein | #IAS13 22A little thing with big impact. 2013 23. @mbloomstein | #IAS13 23 A little thing with big impact. How could we prove this is a car not likeanything else out there? Its a small car,but its premium. You get a Porsche 911ride for a fifth of the cost. Its got historybut in Europe.You need to give people content to givethem history. 2013 24. @mbloomstein | #IAS13 24A little thing with big impact. 2013 25. @mbloomstein | #IAS13 25Message architecturePremium technology Assertive; ready to perform as a drivers car Proactive and supportive of spontaneityClassic design Experienced and savvyCheekiness Smart, punny, hip Fun, gleeful 2013 26. @mbloomstein | #IAS13 26 2013 27. @mbloomstein | #IAS13 27 2013 28. @mbloomstein | #IAS13 28 2013 29. @mbloomstein | #IAS13 29 2013 30. @mbloomstein | #IAS13 30If these emails are boring youand you dont mind missing outon all the lip-smackin stuffwell be sending in the future,simply send a message to owner-unsubscribe@insiders.miniusa.comand include Unsubscribe andyour favorite fruit in thesubject field. 2013 31. @mbloomstein | #IAS13 31Message architecture drivesthe user experience 2013 32. @mbloomstein | #IAS13 32in contentNomenclatureCalls to actionInstructional contentSentence structureDiction 2013 33. @mbloomstein | #IAS13 33and in designPhotographic anglesDark backgroundsBold headlinesThick stroke weights 2013 34. @mbloomstein | #IAS13 34and in the choice of featuresand content types 2013 35. @mbloomstein | #IAS13 35Whats a message architecture?A hierarchy of communication goalsthat reflects a common vocabulary. 2013 36. @mbloomstein | #IAS13 36Whats a message architecture?Concrete, shared terminology,not abstract concepts. 2013 37. @mbloomstein | #IAS13 37Welcoming,but elite.Selective? 2013 38. @mbloomstein | #IAS13 38Accessible,open, andpremiere. 2013 39. @mbloomstein | #IAS13 39Traditional,but edgy. 2013 40. @mbloomstein | #IAS13 40Warby Parker 2013 41. @mbloomstein | #IAS13 41Words are valuable,but meaningless withoutcontext and priority.(In a few minutes, wellgive them context.) 2013 42. @mbloomstein | #IAS13 42Why do this?Words are cheaper than comps. 2013 43. @mbloomstein | #IAS13 43Why do this?Let creative colleagues refine the concept,rather than confirm the purpose. 2013 44. @mbloomstein | #IAS13 44How? Engage in a tangible, hands-on way Encourage debate and conversation Identify points of disagreement Prevent seagulling Force prioritization Encourage ownership &amp; investment 2013 45. @mbloomstein | #IAS13 45Cardsorting Groups of ~5 Pick 2 people to represent the brand Everyone else: put on your contentstrategy hats! 2013 46. @mbloomstein | #IAS13 46Group 1: Youre a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteers and donors, you want to change howpeople view senior living in the 21st century.Group 2: Youre an excellent Midwesternuniversity known and valued locallybut youwant to grow in relevance and attract moreapplicants , faculty, and funding from aroundthe country and world. 2013 47. @mbloomstein | #IAS13 47 2013 48. @mbloomstein | #IAS13 48CardsortingStep one: Who we are Who were not Who wed like to beGo with your gut for about 20 minutes. 2013 49. @mbloomstein | #IAS13 49Group 1: Youre a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteers and donors, you want to change howpeople view senior living in the 21st century.Group 2: Youre an excellent Midwesternuniversity known and valued locallybut youwant to grow in relevance and attract moreapplicants , faculty, and funding from aroundthe country and world. 2013 50. @mbloomstein | #IAS13 50 2013 51. @mbloomstein | #IAS13 51CardsortingStep two: Who we are Who wed like to beThink aspirational.What needs to change?~15 minutes 2013 52. @mbloomstein | #IAS13 52Group 1: Youre a nonprofit eldercare providerin Florida. To attract a broader range ofvolunteers and donors, you want to change howpeople view senior living in the 21st century.Group 2: Youre an excellent Midwesternuniversity known and valued locallybut youwant to grow in relevance and attract moreapplicants , faculty, and funding from aroundthe country and world. 2013 53. @mbloomstein | #IAS13 53CardsortingStep three: Form groups: what goes together? Prioritize the goals or groups Tell the story of those aspirations~15 minutes 2013 54. @mbloomstein | #IAS13 54Why do this?Gain standards by which to conducta qualitative audit.(What is good anyway?) 2013 55. @mbloomstein | #IAS13 55Why do this?Promote new content types to manifestthe message architecturenot justbecause theyre trendy or feasible. 2013 56. @mbloomstein | #IAS13 56So where to from here?Content audit: measure quality againstthe aspirational attributes in the messagearchitecture. 2013 57. @mbloomstein | #IAS13 57So where to from here?New content types: prioritize featuresagainst the new communication goals.Experience? Portfolio.Trust and responsiveness? Testimonials. 2013 58. Audit time! 59. @mbloomstein | #IAS1359The organizationEstablished and premiere Founded in 1896 International reputation for depth in several areas Not really a destination for touristsbut definitely foracademics and researchersTrusted Known for research among competitors, but not local audience Target audience is loyal, but places greater appreciation in itstradition and history than modern updatesKid-friendly Seen as ideal for family visits, school field trips, but relativelyunknown for adult applicability within the local target audience 2013 60. @mbloomstein | #IAS1360Message architectureEngaged and curious Creating knowledge by supporting rigorous scientific researchand disseminating information Driving the public discussion to promote stewardship Comprehensive in questions, open-minded in answersWelcoming Accessible for ages 5 95 Relevant, tailoredApplicable and relevant Practical; engaged &amp; empathizing with the community Immediate, cutting-edge, and in touchInnovative Ends &gt; means in research, development, and engagement 2013 61. @mbloomstein | #IAS13 61 2013 62. @mbloomstein | #IAS13 62Engaged &amp; curious? Welcoming? Applicable &amp; relevant? Innovative? 2013 63. @mbloomstein | #IAS13 63Engaged &amp; curious? Welcoming? Applicable &amp; relevant? Innovative? 2013 64. @mbloomstein | #IAS13 64 2013 65. @mbloomstein | #IAS13 65 2013 66. @mbloomstein | #IAS13 66Engaged &amp; curious? Welcoming? Applicable &amp; relevant? Innovative? 2013 67. @mbloomstein | #IAS13 67Audit to understand what youhave and what you need.Dont just do it for fun.Before you can start, you needto know why.What are you trying to learn? 2013 68. @mbloomstein | #IAS13 68 2013 69. @mbloomstein | #IAS13 69Each section* gets its own tab. 2013 70. @mbloomstein | #IAS13 70Every tab tracks the same dataQuantitative: Head count: what do we have? Is it consistent? Are similar content typesconsistent in size and structure? Is there parity of length, level ofdetail, and tone? 2013 71. @mbloomstein | #IAS13 71 2013 72. @mbloomstein | #IAS13 72Every tab tracks the same dataQualitative: 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? 2013 73. @mbloomstein | #IAS13 73 2013 74. @mbloomstein | #IAS13 74Each piece of content gets a rowSet up dropdowns to constrain data Data Data validation List Sources 2013 75. @mbloomstein | #IAS13 75 2013 76. @mbloomstein | #IAS13 76Message architecturePassionate about strategic discovery Creative, spirited, inspired Visionary, innovative thought leader and industry leader FlexibleTactical and hands-on In the trenches, in touch Detail-oriented and methodicalPioneering Groundbreaking, trend-setting Modern and savvyPeople-focused and market-driven Trusted by medical professionals, researchers, and media Industry news source 2013 77. @mbloomstein | #IAS13 77 2013 78. @mbloomstein | #IAS13 78Passionate? Creative? Hands-on? Pioneering and modern? Trusted? 2013 79. @mbloomstein | #IAS13 79 2013 80. @mbloomstein | #IAS13 80 2013 81. @mbloomstein | #IAS13 81 2013 82. @mbloomstein | #IAS13 82 2013 83. @mbloomstein | #IAS13 83What will you learn? What do we have? What are the patterns, elements, &amp; 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? 2013 84. @mbloomstein | #IAS13 84Where can you go? Prescribe new content types Advocate for more frequent content updates Promote a new editorial calendar Reallocate budget across social media channels 2013 85. @mbloomstein | #IAS13 85Steps along the wayMessage architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines 2013 86. @mbloomstein | #IAS13 86Steps along the wayMessage architectureContent audit/inventoryPrescriptive content matrixContent modelGap analysisEditorial style guidelinesMetadata guidelinesGovernance guidelines 2013 87. @mbloomstein | #IAS13 87Steps along the wayMessage architectureContent audit/inventoryPrescriptive content matrixContent modelGap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelines 2013 88. @mbloomstein | #IAS13 88Steps along the wayMessage architectureContent audit/inventoryPrescriptive content matrixContent modelGap analysisEditorial style guidelines HowMetadata guidelinesGovernance guidelinesBy whom &amp; when 2013 89. @mbloomstein | #IAS13 89But first things first:What are you trying tocommunicate?What content do you have andwhat do you need to do that? 2013 90. @mbloomstein | #IAS13 90Thank you!Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomsteinamzn.to/CSatWorkTitle image: http://flickr.com/KandyJaxxAll other images property of their respective owners,used under a Creative Commons license, or copyright as noted. 2013 </p>