Margot Bloomstein
WebVisions 040716
#WebVisions
@mbloomstein
© 1974, Marty Temme Hiwatt
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© 2016
Content demands attention
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© 2016
Because we all want the same thing,
but content keeps getting in the way.
(CC) http://www.flickr.com/photos/slworking
Content requires time
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© 2016
Content dredges up politics
© Margot Bloomstein
This is your job now.
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© 2016
©Skillset.org
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© 2016
Titles < Roles < Skills
©Skillset.org
© The Creative Group
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© 2016
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© 2016
Content, design, IA, and UX—
and the processes to create them—
complement each other through
content strategy.
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© 2016
Content, design, IA, and UX—
and the processes to create them—
complement each other through
content strategy.
But they require a foundation and vision.
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© 2016
Message architecture
Content audit
Content types
Content model
Editorial style guidelines and calendar
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© 2016
What is content strategy?
Planning for the creation, aggregation, and
governance of content that’s useful, usable,
and appropriate in an experience.
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© 2016
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
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© 2016
Deliverables are merely punctuation
in the conversation.
They can’t replace the conversation—
and too often, we’re afraid to talk.
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Why content strategy?
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Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
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Why content strategy?
Launch on time
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Why content strategy?
Stay within budget
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Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
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Why content strategy?
Without the team killing each other over
differences in opinion and changing goals
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© 2016
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.
More
like
Apple.
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© 2016
More like Apple’s message architecture
Confident but approachable; accessible
Simple
• Minimal detail
• Streamlined and anticipatory
Inviting, friendly
• Supportive but not fawning
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© 2016
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© 2016
Gracious and engaged
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
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© 2016
Innovative
Global
Inclusive
Engaged
…versus Harvard’s principles
(inspirational, but not actionable)
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© 2016
Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly, and empowering
Helpful
• Accessible
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© 2016
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© 2016
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© 2016
From: Little MOO | Print Robot <[email protected]> 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
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© 2016
Message architecture vs. brand values?
1. Cheeky
2. Customer oriented
3. Helpful
Design
Innovation
Community
Excellence
(Inspiring, but lack priority)
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© 2016
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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© 2016
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary…
versus brand values, which are the ethics
of a company.
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© 2016
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?
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© 2016
If you don’t know what
to communicate,
how will you know
if you succeed?
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© 2016
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
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© 2016
A little thing with big impact.
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© 2016
A little thing with big impact.
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.”
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© 2016
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
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© 2016
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© 2016
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© 2016
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© 2016
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© 2016
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-
and include “Unsubscribe” and
your favorite fruit in the
subject field.
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© 2016
Message architecture drives
the user experience
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Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
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Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
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© 2016
…and in the prioritization and
coordination of features and
content types.
Content strategy
creates harmony &
cuts cacophony across channels.
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© 2016
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
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
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© 2016
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
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
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© 2016
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© 2016
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
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© 2016
Message architecture drives a
consistent user experience,
visually and verbally.
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© 2016
Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
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© 2016
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
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© 2016
Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
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© 2016
Message architecture
Content audit
Content types
Content model
Editorial style guidelines and calendar
@mbloomstein | #WebVisions 65
© 2016
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #WebVisions 66
© 2016
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
Welcoming,
but elite.
Selective?
Welcoming,
but elite.
Inclusive?
Welcoming,
but elite.
Exclusive?
Traditional, but edgy.
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© 2016
Sometimes,
we prefer jargon to communication.
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© 2016
Words are valuable,
but meaningless without
context and priority.
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© 2016
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
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Cardsorting
• Tables of 7
• 3 people represent the client
• 4 people consult on content strategy
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• Who we are
• Who we’re not
• Who we’d like to be
Go with your gut!
Step 1
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Who we are Who we’d like to be
Be aspirational. What needs to change?
Step 2
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• Form groups: what goes together?
• Prioritize the goals or groups
• Tell the story of those aspirations
Step 3
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Why do this?
Words are cheaper than comps.
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Why do this?
Content creation, organization, and
governance all need a strong foundation.
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© 2016
Why do this?
Choose content types to manifest
the message architecture—
not just because they’re trendy.
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© 2016
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
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© 2016
But first things first:
Understand what you need to
communicate—and why.
Margot Bloomstein
@mbloomstein
slideshare.net/mbloomstein
All photography © Margot Bloomstein unless noted. Screen grabs property of their respective owners.