More Related Content Similar to Jumpstarting content strategy with a message architecture at Converge2015 (20) More from Margot Bloomstein (19) Jumpstarting content strategy with a message architecture at Converge20153. @mbloomstein | #Converge2015 3
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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
10. @mbloomstein | #Converge2015 10
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
11. @mbloomstein | #Converge2015 11
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Message
architecture
Content
audit
Content
types
Content
model
Editorial style
guidelines
and calendar
12. @mbloomstein | #Converge2015 12
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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.
15. @mbloomstein | #Converge2015 15
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Insert image of a campus master
plan/architecture
Why content strategy?
Because we all want the same things,
but content messes everything up
17. @mbloomstein | #Converge2015 17
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Insert image of a campus master
plan/architecture
Why content strategy?
To stay within the budget
18. @mbloomstein | #Converge2015 18
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Insert image of a campus master
plan/architecture
Why content strategy?
To build a consistent user experience
across channels, time, and
contributors
19. @mbloomstein | #Converge2015 19
© 2015
Insert image of a campus master
plan/architecture
Why content strategy?
To maintain the workflow without
the team fighting over differences
in opinion and shifting goals
20. @mbloomstein | #Converge2015 20
© 2015
Insert image of a campus master
plan/architecture
Why content strategy?
To maintain the workflow without
the team fighting over differences
in opinion and shifting goals
(content without content strategy)
23. @mbloomstein | #Converge2015 23
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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
24. @mbloomstein | #Converge2015 24
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Message
architecture
Content
audit
Content
types
Content
model
Editorial style
guidelines
and calendar
26. @mbloomstein | #Converge2015 26
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Gracious and engaged
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
29. @mbloomstein | #Converge2015 29
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Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly, and empowering
Helpful
• Accessible
32. @mbloomstein | #Converge2015 32
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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
33. @mbloomstein | #Converge2015 33
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Message architecture vs. brand values?
1. Cheeky
2. Customer oriented
3. Helpful
Design
Innovation
Community
Excellence
(Inspiring, but lack priority)
34. @mbloomstein | #Converge2015 34
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
35. @mbloomstein | #Converge2015 35
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First things first.
Why conduct an audit, consolidate site architecture,
add video testimonials, develop brand guidelines,
launch a new campaign, go “mobile first,” launch a
department blog, or create an alumni portal…
if you don’t know what’s most important to
communicate?
37. @mbloomstein | #Converge2015 37
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If you don’t know
what to communicate,
how will you know
if you succeed…
or measure and report
the results?
38. @mbloomstein | #Converge2015 38
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What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
40. How could we prove this is a car not
like anything else out there? It’s small
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.
42. @mbloomstein | #Converge2015 42
© 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
46. @mbloomstein | #Converge2015 46
© 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.
52. @mbloomstein | #Converge2015 52
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Not all channels fit all brands.
Serious, technical, and rigorous?
• 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
53. @mbloomstein | #Converge2015 53
© 2015
Not all channels fit all brands.
Relevant, 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
55. @mbloomstein | #Converge2015 55
© 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
57. @mbloomstein | #Converge2015 57
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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
58. @mbloomstein | #Converge2015 58
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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
59. @mbloomstein | #Converge2015 59
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Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
60. @mbloomstein | #Converge2015 60
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Message
architecture
Content
audit
Content
types
Content
model &
matrix
Editorial style
guidelines
and calendar
63. @mbloomstein | #Converge2015 63
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
72. @mbloomstein | #Converge2015 72
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How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization and tradeoffs
• Encourage ownership and investment
76. @mbloomstein | #Converge2015 76
© 2015
Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.
77. @mbloomstein | #Converge2015 77
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And beyond…
• Organize CMS fields to support the content model
• Define standards for a qualitative audit
• Gain style guidelines to reflect communication goals
• Determine keywords for SEO
• Reallocate budget and resources across channels