Faster, easier, better, GIMME! Use content strategy to your advantage
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The document focuses on the importance of content strategy in enhancing design and user experience by providing a structured approach to content creation and management. It emphasizes the need for cohesive messaging across various platforms and the benefits of a well-planned content strategy, including reduced revisions and better budget management. Ultimately, it suggests that investing in content strategy can result in more efficient project execution and improved client satisfaction.
Faster, easier, better, GIMME! Use content strategy to your advantage
- 1. 1 Appropriate, Inc. © 2010 #W2E @mbloomstein Faster! Easier! Better! GIMME! Use content strategy to your advantage Margot Bloomstein @mbloomstein #W2E September 29, 2010
- 2. 2 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 3. 3 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 4. 4 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
- 5. 5 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
- 6. 6 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want. Designers Information architects Interaction designers Project managers SEO/SEM specialists Social media consultants
- 7. 7 Appropriate, Inc. © 2010 #W2E @mbloomstein ©Skillset.org
- 8. 8 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time
- 9. 9 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget
- 10. 10 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need
- 11. 11 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
- 12. 12 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
- 13. 13 Appropriate, Inc. © 2010 #W2E @mbloomstein This is where content strategy can help!
- 14. 14 Appropriate, Inc. © 2010 #W2E @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
- 15. 15 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
- 16. 16 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
- 17. 17 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
- 18. 18 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
- 19. 19 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
- 20. 20 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
- 21. 21 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
- 22. 22 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
- 23. 23 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
- 24. 24 Appropriate, Inc. © 2010 #W2E @mbloomstein Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
- 25. 25 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate.
- 26. 26 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
- 27. 27 Appropriate, Inc. © 2010 #W2E @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
- 28. 28 Appropriate, Inc. © 2010 #W2E @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
- 29. 29 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 30. 30 Appropriate, Inc. © 2010 #W2E @mbloomstein Prioritize key messages
- 31. 31 Appropriate, Inc. © 2010 #W2E @mbloomstein Design, write, label, and organize around those messages
- 32. 32 Appropriate, Inc. © 2010 #W2E @mbloomstein Get it all right in fewer rounds of revision
- 33. 33 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
- 34. 34 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 35. 35 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 36. 36 Appropriate, Inc. © 2010 #W2E @mbloomstein Okay. How are we going to pay for this?
- 37. 37 Appropriate, Inc. © 2010 #W2E @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
- 38. 38 Appropriate, Inc. © 2010 #W2E @mbloomstein Words are cheaper than comps.
- 39. 39 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy helps you sell your clients on predictability.
- 40. 40 Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps them • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts
- 41. 41 Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
- 42. 42 Appropriate, Inc. © 2010 #W2E @mbloomstein Design supports content types and lengths! Layout offers context! Templates accommodate— not fight—user-generated content!
- 43. 43 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 44. 44 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 45. 45 Appropriate, Inc. © 2010 #W2E @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
- 46. 46 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 47. 47 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 48. 48 Appropriate, Inc. © 2010 #W2E @mbloomstein Glossary! Social sharing! Live help! Video!
- 49. 49 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 50. 50 Appropriate, Inc. © 2010 #W2E @mbloomstein Laid back Minimalist Clean
- 51. 51 Appropriate, Inc. © 2010 #W2E @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need?
- 52. 52 Appropriate, Inc. © 2010 #W2E @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
- 53. 53 Appropriate, Inc. © 2010 #W2E @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
- 54. 54 Appropriate, Inc. © 2010 #W2E @mbloomstein What do we have?
- 55. 55 Appropriate, Inc. © 2010 #W2E @mbloomstein Is it still good?
- 56. 56 Appropriate, Inc. © 2010 #W2E @mbloomstein Do we even need it?
- 57. 57 Appropriate, Inc. © 2010 #W2E @mbloomstein How will we get more?
- 58. 58 Appropriate, Inc. © 2010 #W2E @mbloomstein Do folks even like it?
- 59. 59 Appropriate, Inc. © 2010 #W2E @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions?
- 60. 60 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy!
- 61. 61 Appropriate, Inc. © 2010 #W2E @mbloomstein Develop a quantitative and qualitative content audit
- 62. 62 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 63. 63 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count
- 64. 64 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
- 65. 65 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
- 66. 66 Appropriate, Inc. © 2010 #W2E @mbloomstein Is content brand-appropriate, current, and relevant?
- 67. 67 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis.
- 68. 68 Appropriate, Inc. © 2010 #W2E @mbloomstein Because you deserve to know that too. In advance.
- 69. 69 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy informs brand-appropriate calls to action & site-wide nomenclature.
- 70. 70 Appropriate, Inc. © 2010 #W2E @mbloomstein Result part 2: opportunity • ID new content types • prep the client for them • upsell case studies • gather testimonials
- 71. 71 Appropriate, Inc. © 2010 #W2E @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
- 72. 72 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait!
- 73. 73 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait! They already have writers in the marketing department!
- 74. 74 Appropriate, Inc. © 2010 #W2E @mbloomstein
- 75. 75 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
- 76. 76 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
- 77. 77 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy is metaphorical bacon.
- 78. 78 Appropriate, Inc. © 2010 #W2E @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
- 79. 79 Appropriate, Inc. © 2010 #W2E @mbloomstein Search engine marketers… How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
- 80. 80 Appropriate, Inc. © 2010 #W2E @mbloomstein And where should the user experience begin?
- 81. 81 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
- 82. 82 Appropriate, Inc. © 2010 #W2E @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
- 83. 83 Appropriate, Inc. © 2010 #W2E @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage?
- 84. 84 Appropriate, Inc. © 2010 #W2E @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
- 85. 85 Appropriate, Inc. © 2010 #W2E @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
- 86. 86 Appropriate, Inc. © 2010 #W2E @mbloomstein From: Little MOO | Print Robot <noreply@moo.com> 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
- 87. 87 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
- 88. 88 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy drives demand—and results.
- 89. 89 Appropriate, Inc. © 2010 #W2E @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions What do you get out of this?
- 90. 90 Appropriate, Inc. © 2010 #W2E @mbloomstein No peanut butter, just happiness. (For you, users, & clients)
- 91. 91 Appropriate, Inc. © 2010 #W2E @mbloomstein Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com www.slideshare.net/mbloomstein Twitter: #contentstrategy All logos and pictures are property of their respective owners.