Ellen de Vries: 3 tools from a Content Strategist's toolkit: Workshop Deck

@ELDEVRI
THE IMPORTANCE
OF BRAND LANGUAGE.

@ELDEVRI
“WE ARE DEBRIS ARRANGERS. EQUIPPED
WITH WHAT WE HAVE INHERITED, WE TRY
TO MAKE A LIFE, MAKE A LIVING… WE
ARE ASSEMBLERS. WE FORGE RECEIVED
PARTS INTO MEANINGFUL
COMPOSITIONS. THIS STATE OF AFFAIRS
IS OUR PLIGHT AND OUR DESTINY.
IT ALSO OFFERS THE OPPORTUNITY TO
FIND MEANING AS WELL AS TO FIND
COMMUNION WITH OTHERS.”
― ANNE BOGART

@ELDEVRI
THE SUM TOTAL OF
THE MEANING(S) THAT PEOPLE
MAKE AROUND YOUR PRODUCT.
INCLUDING YOUR TEAM.

@ELDEVRI
THE MEANING
THAT YOU CHOOSE
TO CRAFT.

@ELDEVRI
“THE BEST WORDS,
IN THE BEST ORDER POSSIBLE.”
ON POETRY, SAMUEL TAYLOR COLERIDGE.

@ELDEVRI
WHAT ARE THE BEST WORDS
FOR YOUR PRODUCT?

@ELDEVRI
CRAFTING
MEANING WITHOUT
WORDS.

@ELDEVRI
LABANOTATION:
CREATING SIGNS ON PAPER THAT
COULD REPRESENT BODY PARTS
MOVING IN SPACE AND TIME
DYNAMICALLY.

@ELDEVRI
DISCOVER YOUR SHARED
LANGUAGE.

@ELDEVRI
WHO DO YOU SHARE YOUR
LANGUAGE WITH?

@ELDEVRI
DESIGNER & USER & DEV
& IA & CONTENT STRATEGY &
MANAGEMENT & MOTION &
CLIENT & STAKEHOLDERS & USERS
& ANIMATORS & IMAGE EDITORS
& JOURNALISTS & THE PERSON
BESIDE YOU & THE PERSON FAR
AWAY.

@ELDEVRI
A STORY FROM
MY WORK AS A CONTENT
STRATEGIST.

@ELDEVRI
WHAT DOES A CONTENT
STRATEGIST DO?

@ELDEVRI
WHEN EVERYTHING IS
GROWING SO FAST IT’S BRAVE
TO STOP AND ASK:
•WHAT IS CONFUSING?
•DO YOU FIND IT DIFFICULT TO
EXPLAIN?
•HOW WOULD YOU
SUMMARISE IT?

@ELDEVRI
CAMPAIGN MOVEMENT PLATFORM

@ELDEVRI
“WORDS ARE THE INTERFACE
…AND THE INFRASTRUCTURE.”
PETER MORVILLE
INTERTWINGLED.

@ELDEVRI
WHAT HAPPENS WHEN YOUR
LANGUAGE
ISN’T SERVING YOU WELL?

@ELDEVRI
INCONSISTENT MESSAGES
INCONSISTENT VOCAB
INSPIRING STORIES GET LOST
YOU BECOME DIFFICULT TO
RELATE TO
NO-ONE KNOWS WHAT YOU DO
YOU DON’T STAND OUT

@ELDEVRI
?
INTERNAL
STRATEGY
OUTWARD
FACING
COMMS
WHO DECIDES ON YOUR LANGUAGE?

@ELDEVRI
INTERNAL
STRATEGY
BRAND
LANGUAGE
PALETTE:
MESSAGING
VOCABULARY
PROPOSITION
TONE
DIFFERENTIATORS
OUTWARD
FACING
COMMS
WHO DECIDES ON YOUR LANGUAGE?

@ELDEVRI
ARTICULATING YOUR CULTURE
“THE STORIES WE REPEAT TO EACH OTHER
UNTIL THEY HAPPEN” MARC RETTIG
VALUES
PURPOSE (WHY? WHY? WHY? WHY? WHY?)
PROPOSITION
MISSION
MESSAGING
IA VOCABULARY
PROPOSITION
TONE AND STYLE
DIFFERENTIATORS

@ELDEVRI
FROM STRATEGIC DISCUSSION
WITH THE TEAM:
“PEOPLE PAY £10,000 - THEY WANT
EXTRAORDINARY EXPERIENCES
AND THEY WANT TO SEE PARTICULAR
TYPES OF MONKEYS ON THEIR
JOURNEY. OUR SPECIALISTS
ORGANISE THAT. THAT’S NOT
NORMAL.”
INTO CONTENT:
YOU WANT
SOMETHING OUT OF
THE ORDINARY.
IF YOU WANT TO SEE A
PARTICULAR
TYPE OF MONKEY ON
YOUR
JOURNEY, OUR
SPECIALISTS CAN
ORGANISE THAT.
WE’RE FAR FROM YOUR
BASIC TRAVEL
AGENCY”

@ELDEVRI
DEVELOP
A LANGUAGE PALETTE.

Learn, share,
learn, share.
Every individual who works with us has the opportunity to
learn, to develop their voice and cultivate their ideas.
Our industry was built by people spreading what they’ve
learned. We embrace that same spirit of generosity, which
is why we’re an enthusiastic body of mentors, writers,
bloggers, public speakers and events organisers.

We work together with organisations of all sizes to
tackle thorny problems, navigate their complexities,
and uncover fresh opportunities.
We take a responsible approach to designing a clear
digital strategy which leads to creating purposeful
products and services.
Responsible design.

We work together
inside our clients’
organisations so
that we share our
knowledge… and
so the process
rubs off on them.

TYPI NON HABENT CLARITATEM INSITAM; EST USUS LEGENTIS IN IIS QUI FACIT EORUM CLARITATEM.
INVESTIGATIONES DEMONSTRAVERUNT
DUIS AUTEM VEL EUM IRIURE DOLOR IN HENDRERIT IN VULPUTATE
VELIT ESSE MOLESTIE CONSEQUAT, VEL ILLUM DOLORE EU FEUGIAT
NULLA FACILISIS AT VERO EROS ET ACCUMSAN ET IUSTO ODIO
DIGNISSIM QUI BLANDIT PRAESENT LUPTATUM ZZRIL DELENIT
AUGUE DUIS.

We work together
inside our clients’
organisations so
that we share our
knowledge and the
process rubs off
on them.
www.voiceandtone.com

@ELDEVRI
BEFORE YOUR LANGUAGE BECOMES THE
RESPONSIBILITY OF YOUR BRAND AGENCY, YOUR
COPYWRITER, OR YOUR SEO AGENCY, IT’S YOURS.
IT’S THE MEETING POINT BETWEEN YOU, YOUR
STRATEGY, YOUR PURPOSE, YOUR AFFINITY WITH
USERS’ SENSE OF WHAT IS MEANINGFUL, YOUR
DISTINCTIVE VOICE, AND YOUR CULTURE.
OWN IT.

@ELDEVRI
OUR TASKS NOW:
1. DISCOVER USERS’ LANGUAGE
2. DEVELOP A DISTINCTIVE VOICE
3. DEVELOP AN ARCHETYPE

@ELDEVRI
IDENTIFY YOURSELF
AND YOUR ‘THING’

@ELDEVRI
WHAT DO YOU WANT TO
WORK ON
TODAY?

@ELDEVRI
FICTIONAL OPTIONS:
A NEW MAGAZINE
A PAIR OF JEANS
AN ECO-KETTLE
A WEBSITE FOR A HOTEL

@ELDEVRI
TASK 1: A HYPOTHETICAL
JOURNEY TO DISCOVER
MESSAGES USERS NEED TO
HEAR.

@ELDEVRI
WHO ARE YOUR AUDIENCE?

@ELDEVRI
THE 5 GOLDEN QUESTIONS.

@ELDEVRI
1. WHAT ARE THEY
SKEPTICAL ABOUT IN
RELATION TO WHAT YOU
OFFER?

@ELDEVRI
2. WHAT PROBLEMS DO
THEY HAVE IN RELATION TO
THE THING YOU’RE
OFFERING?

@ELDEVRI
3. WHY HAVE THEY NOT
BEEN INTERESTED/USED
IT/KNOWN IT BEFORE?

@ELDEVRI
4. WHAT’S DIFFERENT NOW
THAT YOU’VE COME ALONG
WITH YOUR ‘THING’.

@ELDEVRI
5. PAINT A PRETTY PICTURE
OF THEIR LIFE NOW THAT
THEY’VE HAPPILY WORKED
WITH / LISTENED TO YOU.

@ELDEVRI
TEST THESE THEORIES
RESEARCH THESE QUESTIONS
SPEAK TO USERS
SPEAK TO STAKEHOLDERS
SPEAK TO THE TEAM
HARVEST LANGUAGES

@ELDEVRI
CIRCLE THE CONCEPTS THAT STAND OUT:
Joy wants to feel like she has agency, and that
she is being given the right tools to make change
happen in her community.
She needs to know that she is not putting herself
in danger, with strong advice on how to stay safe
in her communications.

@ELDEVRI
WHAT THE USERS SAY THEY NEED
GIVES SHAPE TO YOUR SHAPE.
MESSAGING
MICRO-COPY
VALUES
DIFFERENTIATORS
TONE OF VOICE
ARCHITECTURE
DIGITAL BRAND
CONTENT
PRINCIPLES

@ELDEVRI
TASK 2:
DEVELOPING A DISTINCTIVE
VOICE.

@ELDEVRI
TASK 3:
GIVE YOUR PRODUCT AN
ARCHETYPE.

@ELDEVRI
WHERE DO YOU GO FROM HERE?

@ELDEVRI
START LOOKING OUT FOR
LANGUAGE THAT IS NOT FRESH,
THAT DOESN’T FEEL AUTHENTIC.

@ELDEVRI
PICK UP ON BULLSH*T OR
LACK OF CLARITY
FOR THERE LIES GOLD.

@ELDEVRI
LISTEN
HARVEST
USE
TEST.

@ELDEVRI
INVITE PEOPLE TO CLARIFY
EVEN THE SIMPLEST
VOCABULARY.

@ELDEVRI
NOTATE NOTATE NOTATE.

@ELDEVRI
DON’T FORGET THE MAGIC
POWER OF LANGUAGE
TO FORM AN INSPIRING
BOND.

@ELDEVRI
HIRE A CONTENT STRATEGIST.

@ELDEVRI
THANKS FOR BEING HERE.
TOODLEPIP.
ELLEN DE VRIES.

Ellen de Vries: 3 tools from a Content Strategist's toolkit: Workshop Deck

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