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#eduiconf | @mbloomstein 1
© 2011© 2011
Margot Bloomstein
edUi October 13, 2011
@mbloomstein
#eduiconf
CONTENT STRATEGY:
SMART, USEFUL, &
PAPER-TRAINED
#eduiconf | @mbloomstein 2
© 2011
©Skillset.org
#eduiconf | @mbloomstein 3
© 2011
Why content strategy?
#eduiconf | @mbloomstein 4
© 2011
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
#eduiconf | @mbloomstein 5
© 2011
Integrate a new CMS
#eduiconf | @mbloomstein 6
© 2011
Deliver on time
#eduiconf | @mbloomstein 7
© 2011
Stay in budget
#eduiconf | @mbloomstein 8
© 2011
Minimize revisions
#eduiconf | @mbloomstein 9
© 2011
Maintain a consistent vision
#eduiconf | @mbloomstein 10
© 2011
Ensure the site can evolve
#eduiconf | @mbloomstein 11
© 2011
Support a holistic user experience
#eduiconf | @mbloomstein 12
© 2011
Maintain long-term consistency
#eduiconf | @mbloomstein 13
© 2011
Keep the voice in error messages
#eduiconf | @mbloomstein 14
© 2011
Ensure cross-channel consistency
#eduiconf | @mbloomstein 15
© 2011
Ensure cross-channel consistency
…among multiple bloggers
#eduiconf | @mbloomstein 16
© 2011
Ensure cross-channel consistency
…among print
and web
and phone
#eduiconf | @mbloomstein 17
© 2011
Ensure cross-channel consistency
…between Twitter and Facebook
#eduiconf | @mbloomstein 18
© 2011
#eduiconf | @mbloomstein 19
© 2011
That is where
content strategy can help.
#eduiconf | @mbloomstein 20
© 2011http://www.zazzle.com/free_puppies_in_a_box_poster-228189291387833533
#eduiconf | @mbloomstein 21
© 2011
Free like beer?
#eduiconf | @mbloomstein 22
© 2011
Free like speech?
#eduiconf | @mbloomstein 23
© 2011
Free like puppies.
#eduiconf | @mbloomstein 24
© 2011
#eduiconf | @mbloomstein 25
© 2011
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in
an experience.
What is content strategy?
#eduiconf | @mbloomstein 26
© 2011
©Skillset.org
#eduiconf | @mbloomstein 27
© 2011
Put on your designer hat.
How do you visualize abstract concepts
without concrete terms?
#eduiconf | @mbloomstein 28
© 2011
Make us look
innovative,
but not risky.
#eduiconf | @mbloomstein 29
© 2011
Traditional
but edgy.
#eduiconf | @mbloomstein 30
© 2011
©Warby Parker
#eduiconf | @mbloomstein 31
© 2011
More
#eduiconf | @mbloomstein 32
© 2011
More
like
#eduiconf | @mbloomstein 33
© 2011
More
like
Apple.
#eduiconf | @mbloomstein 34
© 2011
#eduiconf | @mbloomstein 35
© 2011
#eduiconf | @mbloomstein 36
© 2011
More like Apple’s “message
architecture”
Confident but approachable; accessible
Simple
Minimal detail
Streamlined and anticipatory
Inviting, friendly
Supportive but not fawning
#eduiconf | @mbloomstein 37
© 2011
Old dog, new tricks:
message architecture
#eduiconf | @mbloomstein 38
© 2011
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
#eduiconf | @mbloomstein 39
© 2011
What’s a message architecture?
Concrete, shared terminology—
not abstract concepts.
#eduiconf | @mbloomstein 40
© 2011
Words are valuable,
but meaningless without
context and priority.
#eduiconf | @mbloomstein 41
© 2011
Cardsorting:
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
#eduiconf | @mbloomstein 42
© 2011
#eduiconf | @mbloomstein 43
© 2011
Prioritize key messages
#eduiconf | @mbloomstein 44
© 2011
Prioritize key messages
Design, write, and organize
around those messages
#eduiconf | @mbloomstein 45
© 2011
Prioritize key messages
Design, write, and organize
around those messages
Invest time now to save budget
for later
#eduiconf | @mbloomstein 46
© 2011
Why do this?
Words are cheaper than comps.
#eduiconf | @mbloomstein 47
© 2011
Why do this?
Content strategy can help you
communicate.
#eduiconf | @mbloomstein 48
© 2011
Why do this?
Content strategy can help you
communicate—with less time,
money, and stress.
#eduiconf | @mbloomstein 49
© 2011
How can you do this?
The money you save in early rounds of
creative revision can more than pay for
your message architecture.
#eduiconf | @mbloomstein 50
© 2011
Here’s an example…
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
#eduiconf | @mbloomstein 51
© 2011
#eduiconf | @mbloomstein 52
© 2011
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
#eduiconf | @mbloomstein 53
© 2011
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
#eduiconf | @mbloomstein 54
© 2011
Versus brand values?
Design
Innovation
Community
Excellence
These inspire, but without priority.
#eduiconf | @mbloomstein 55
© 2011
Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.
#eduiconf | @mbloomstein 56
© 2011
#eduiconf | @mbloomstein 57
© 2011
Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
#eduiconf | @mbloomstein 58
© 2011
#eduiconf | @mbloomstein 59
© 2011
#eduiconf | @mbloomstein 60
© 2011
Elevating the distinct and whole person
• Appreciative of the journey, supportive
Rigorous, passionate, intense
• Practical; research & problem-solving
Welcoming
• Approachable, accessible; inclusive, not
entitled
• Fair and egalitarian
Engaged
• Progressive
• Community-minded
#eduiconf | @mbloomstein 61
© 2011
#eduiconf | @mbloomstein 62
© 2011
IAs and project managers…
How do you plan for the future if you
don’t fully understand the present?
#eduiconf | @mbloomstein 63
© 2011
How long?
#eduiconf | @mbloomstein 64
© 2011
How many screens?
#eduiconf | @mbloomstein 65
© 2011
How many modules?
#eduiconf | @mbloomstein 66
© 2011
How many wireframes?
#eduiconf | @mbloomstein 67
© 2011
How many content types?
#eduiconf | @mbloomstein 68
© 2011© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
Vision
#eduiconf | @mbloomstein 69
© 2011
What do we have?
#eduiconf | @mbloomstein 70
© 2011
How will we get more?
#eduiconf | @mbloomstein 71
© 2011
What do we have?
Is it any good?
#eduiconf | @mbloomstein 72
© 2011
Conduct a content audit
Conduct a quantitative and qualitative
assessment of the current content
against the goals of the message
architecture.
#eduiconf | @mbloomstein 73
© 2011
Quantitative
• Conduct a head count
• Check parity of length and consistency
of structure
#eduiconf | @mbloomstein 74
© 2011
Qualitative: is it good?
Redundant, outdated, trivial?
#eduiconf | @mbloomstein 75
© 2011
Qualitative: is it good?
Accurate?
Current?
Relevant?
“Good” doesn’t have to be subjective!
#eduiconf | @mbloomstein 76
© 2011
So where to from here?
• Prioritize new content types against the
new communication goals.
• Stay “no” and have a strategy behind it.
• Ask not “How many pages,” but “what
do we need to meet our communication
goals?”
#eduiconf | @mbloomstein 77
© 2011
Content strategy can strengthen
what you’re already doing.
• Rally everyone around a vision
• Minimize early design revisions
• Align budget to communication goals
• Cut subjectivity in tactical decisions
#eduiconf | @mbloomstein 78
© 2011
Content strategy,
your new best
friend.
#eduiconf | @mbloomstein 79
© 2011
But wait! There’s MORE!
• Content Strategy Google Group
• Meetup.com/  your local
content strategy chapter
• Twitter: follow #contentstrategy
• Content Strategy at Work,
coming this spring!
#eduiconf | @mbloomstein 80
© 2011
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
#eduiconf

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