Más contenido relacionado La actualidad más candente (20) Similar a Brand-driven Content Strategy: Developing a Message Architecture at Confab Intensive (20) Más de Margot Bloomstein (18) Brand-driven Content Strategy: Developing a Message Architecture at Confab Intensive3. @mbloomstein | #ConfabINT 3
© 2015
Because we all want the same thing,
but content keeps getting in the way.
(CC) http://www.flickr.com/photos/slworking
Content requires time
11. @mbloomstein | #ConfabINT 11
© 2015
Content and design—
and the processes to create them—
complement each other through
content strategy.
@mbloomstein | #ConfabINT 11
12. @mbloomstein | #ConfabINT 12
© 2015
Content and design—
and the processes to create them—
complement each other through
content strategy.
But they require a foundation and vision.
@mbloomstein | #ConfabINT 12
13. @mbloomstein | #ConfabINT 13
© 2015
Message
architecture
Content
audit
Content
types
Content
model
Editorial style
guidelines
and calendar
14. @mbloomstein | #ConfabINT 14
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What is content strategy?
Planning for the creation, aggregation, and
governance of content that’s useful, usable,
and appropriate in an experience.
15. @mbloomstein | #ConfabINT 15
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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
16. @mbloomstein | #ConfabINT 16
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Deliverables are merely punctuation
in the conversation.
They can’t replace the conversation—
and too often, we’re afraid to talk.
18. @mbloomstein | #ConfabINT 18
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
21. @mbloomstein | #ConfabINT 21
Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
22. @mbloomstein | #ConfabINT 22
Why content strategy?
Without the team killing each other over
differences in opinion and changing goals
23. @mbloomstein | #ConfabINT 23
© 2015
This doesn’t need to be hard.
Good content doesn’t need to be expensive to plan,
time-consuming to create, or difficult to maintain.
That’s content without content strategy.
26. @mbloomstein | #ConfabINT 26
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More like Apple’s message architecture
Confident but approachable; accessible
Simple
• Minimal detail
• Streamlined and anticipatory
Inviting, friendly
• Supportive but not fawning
28. @mbloomstein | #ConfabINT 28
© 2015
Gracious and engaged
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
31. @mbloomstein | #ConfabINT 31
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Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly, and empowering
Helpful
• Accessible
34. @mbloomstein | #ConfabINT 34
© 2015
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
35. @mbloomstein | #ConfabINT 35
© 2015
Message architecture vs. brand values?
1. Cheeky
2. Customer oriented
3. Helpful
Design
Innovation
Community
Excellence
(Inspiring, but lack priority)
36. @mbloomstein | #ConfabINT 36
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
37. @mbloomstein | #ConfabINT 37
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First things first.
Why start blogging, audit the content, consolidate
site architecture, add video testimonials, relaunch
the site, develop new brand guidelines, launch a
new campaign, or go “mobile first”… if you don’t
know what’s most important to communicate?
39. @mbloomstein | #ConfabINT 39
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
41. 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.”
43. @mbloomstein | #ConfabINT 43
© 2015
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
48. @mbloomstein | #ConfabINT 48
© 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-
unsubscribe@insiders.miniusa.com
and include “Unsubscribe” and
your favorite fruit in the
subject field.
50. @mbloomstein | #ConfabINT 50
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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
51. @mbloomstein | #ConfabINT 51
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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
54. @mbloomstein | #ConfabINT 54
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Not all channels fit all brands.
Serious and technical?
• 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
55. @mbloomstein | #ConfabINT 55
© 2015
Not all channels fit all brands.
Fun and engaged?
• 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
57. @mbloomstein | #ConfabINT 57
© 2015
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: Quality indulgences are more 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
• Socially conscious
Message architecture
59. @mbloomstein | #ConfabINT 59
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Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
60. @mbloomstein | #ConfabINT 60
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Imagery of individual impact
• People engaged with product and service—
not just product or just results of service
• Diversity of role, gender, ethnicity, and age
61. @mbloomstein | #ConfabINT 61
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Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
62. @mbloomstein | #ConfabINT 62
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Message
architecture
Content
audit
Content
types
Content
model
Editorial style
guidelines
and calendar
64. @mbloomstein | #ConfabINT 64
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
73. @mbloomstein | #ConfabINT 73
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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
75. @mbloomstein | #ConfabINT 75
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Cardsorting
• Tables of 8
• 3 people represent the brand
• 5 people consult on content strategy
78. @mbloomstein | #ConfabINT 78
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• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3
80. @mbloomstein | #ConfabINT 80
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Why do this?
Content creation, organization, and
governance all need a strong foundation.
81. @mbloomstein | #ConfabINT 81
© 2015
Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.
82. @mbloomstein | #ConfabINT 82
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And beyond…
• Gain standards by which to conduct a qualitative
audit. What is “good” anyway?
• Determine keywords for SEO
• Prioritize CMS changes to support content
• Reallocate budget and resources across channels