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Appropriate, Inc. © 2010 #W2E @mbloomstein
Faster! Easier! Better!
GIMME!
Use content strategy
to your advantage
Margot Bloomstein
@mbloomstein #W2E
September 29, 2010
2
Appropriate, Inc. © 2010 #W2E @mbloomstein
3
Appropriate, Inc. © 2010 #W2E @mbloomstein
4
Appropriate, Inc. © 2010 #W2E @mbloomstein
Use content strategy
to get what you want.
5
Appropriate, Inc. © 2010 #W2E @mbloomstein
Use content strategy
to get what you want.
6
Appropriate, Inc. © 2010 #W2E @mbloomstein
Use content strategy
to get what you want.
Designers
Information architects
Interaction designers
Project managers
SEO/SEM specialists
Social media consultants
7
Appropriate, Inc. © 2010 #W2E @mbloomstein
©Skillset.org
8
Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver
on time
9
Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver
on time
Stay in budget
10
Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
11
Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
12
Appropriate, Inc. © 2010 #W2E @mbloomstein
Deliver
on time
Stay in budget
Give users
what they need
Please our clients
(and ourselves)
Minimize revisions
Rally everyone
around a vision
Build a cohesive
experience
13
Appropriate, Inc. © 2010 #W2E @mbloomstein
This is where content strategy can help!
14
Appropriate, Inc. © 2010 #W2E @mbloomstein
What is content strategy?
Planning for the creation,
aggregation, delivery, and
governance of useful,
usable, and appropriate
content in an experience.
15
Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
16
Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
Make us look hip!
17
Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
18
Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More
19
Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More like
20
Appropriate, Inc. © 2010 #W2E @mbloomstein
Designers…
How do you visualize
abstract concepts
without concrete terms?
We’re traditional,
but not conservative.
Make us look hip!
More like Apple
21
Appropriate, Inc. © 2010 #W2E @mbloomstein
More like Apple?
22
Appropriate, Inc. © 2010 #W2E @mbloomstein
More like Apple?
23
Appropriate, Inc. © 2010 #W2E @mbloomstein
More like Apple?
24
Appropriate, Inc. © 2010 #W2E @mbloomstein
Confident but approachable;
an accessible market leader
Simple
Minimal detail with clean,
streamlined, unfussy ID
Inviting, friendly, supportive
but not fawning
More like Apple’s “message architecture”
25
Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy
can help you
communicate.
26
Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy
can help you
communicate—
in less time, money,
and stress.
27
Appropriate, Inc. © 2010 #W2E @mbloomstein
Question:
How do you visualize
abstract concepts
without concrete terms?
28
Appropriate, Inc. © 2010 #W2E @mbloomstein
Answer:
Use a message architecture:
prioritized brand attributes
that stem from a shared
vocabulary.
29
Appropriate, Inc. © 2010 #W2E @mbloomstein
30
Appropriate, Inc. © 2010 #W2E @mbloomstein
Prioritize key messages
31
Appropriate, Inc. © 2010 #W2E @mbloomstein
Design, write, label, and
organize around those
messages
32
Appropriate, Inc. © 2010 #W2E @mbloomstein
Get it all right in fewer
rounds of revision
33
Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?
Invest in content strategy
now to preserve time and
budget for design later.
34
Appropriate, Inc. © 2010 #W2E @mbloomstein
35
Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Okay. How are we going to
pay for this?
37
Appropriate, Inc. © 2010 #W2E @mbloomstein
Fewer rounds of creative
revision easily pay for
content strategy-driven
concepting… especially if
your client uses words to
communicate.
38
Appropriate, Inc. © 2010 #W2E @mbloomstein
Words are cheaper than comps.
39
Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy
helps you sell your clients
on predictability.
40
Appropriate, Inc. © 2010 #W2E @mbloomstein
Predictability helps them
• Plan for photo shoots
• Anticipate content types
• Gather testimonials
• Write to exact specs for
keywords & character
counts
41
Appropriate, Inc. © 2010 #W2E @mbloomstein
Predictability helps you
• Design for specific content
types and character counts
• Anticipate UGC structure
• Create more interesting
templates
42
Appropriate, Inc. © 2010 #W2E @mbloomstein
Design supports content
types and lengths!
Layout offers context!
Templates accommodate—
not fight—user-generated
content!
43
Appropriate, Inc. © 2010 #W2E @mbloomstein
44
Appropriate, Inc. © 2010 #W2E @mbloomstein
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Appropriate, Inc. © 2010 #W2E @mbloomstein
Content and design that
share a message architecture
drive a more cohesive and
consistent user experience.
46
Appropriate, Inc. © 2010 #W2E @mbloomstein
47
Appropriate, Inc. © 2010 #W2E @mbloomstein
48
Appropriate, Inc. © 2010 #W2E @mbloomstein
Glossary!
Social sharing!
Live help!
Video!
49
Appropriate, Inc. © 2010 #W2E @mbloomstein
50
Appropriate, Inc. © 2010 #W2E @mbloomstein
Laid back
Minimalist
Clean
51
Appropriate, Inc. © 2010 #W2E @mbloomstein
IAs & PMs…
How do you plan for the
future if you don’t know
what you currently have—
or what you need?
52
Appropriate, Inc. © 2010 #W2E @mbloomstein
Vision
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
53
Appropriate, Inc. © 2010 #W2E @mbloomstein
Strategy? Tactics?
© http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
54
Appropriate, Inc. © 2010 #W2E @mbloomstein
What do we have?
55
Appropriate, Inc. © 2010 #W2E @mbloomstein
Is it still good?
56
Appropriate, Inc. © 2010 #W2E @mbloomstein
Do we even need it?
57
Appropriate, Inc. © 2010 #W2E @mbloomstein
How will we get more?
58
Appropriate, Inc. © 2010 #W2E @mbloomstein
Do folks even like it?
59
Appropriate, Inc. © 2010 #W2E @mbloomstein
And how do you budget by
page count if you don’t know
how many pages you need to
express the main points,
capture a user’s profile, or
complete interactions?
60
Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy!
61
Appropriate, Inc. © 2010 #W2E @mbloomstein
Develop a quantitative
and qualitative content
audit
62
Appropriate, Inc. © 2010 #W2E @mbloomstein
63
Appropriate, Inc. © 2010 #W2E @mbloomstein
• Conduct a head count
64
Appropriate, Inc. © 2010 #W2E @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
65
Appropriate, Inc. © 2010 #W2E @mbloomstein
• Conduct a head count
• Check parity of length and
consistency in structure
• Evaluate quality against
the message architecture
66
Appropriate, Inc. © 2010 #W2E @mbloomstein
Is content
brand-appropriate,
current, and
relevant?
67
Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?
Content strategy drives
more comprehensive
sitemaps, wireframes, and
gap analysis.
68
Appropriate, Inc. © 2010 #W2E @mbloomstein
Because you deserve to
know that too.
In advance.
69
Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?
Content strategy informs
brand-appropriate calls to
action & site-wide
nomenclature.
70
Appropriate, Inc. © 2010 #W2E @mbloomstein
Result part 2: opportunity
• ID new content types
• prep the client for them
• upsell case studies
• gather testimonials
71
Appropriate, Inc. © 2010 #W2E @mbloomstein
Budget?
Sell your client on not
wasting their money.
They invested in a new look
because they needed to say
something new, right?
72
Appropriate, Inc. © 2010 #W2E @mbloomstein
But wait!
73
Appropriate, Inc. © 2010 #W2E @mbloomstein
But wait!
They already have
writers in the marketing
department!
74
Appropriate, Inc. © 2010 #W2E @mbloomstein
75
Appropriate, Inc. © 2010 #W2E @mbloomstein
OH NOES!
76
Appropriate, Inc. © 2010 #W2E @mbloomstein
OH NOES!
77
Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy is
metaphorical bacon.
78
Appropriate, Inc. © 2010 #W2E @mbloomstein
Writing is only one tactical
part of content strategy.
It doesn’t ask strategic
questions.
Internal resources lack an
outside perspective.
79
Appropriate, Inc. © 2010 #W2E @mbloomstein
Search engine marketers…
How do you write meta
and ad copy when the copy
for fulfillment pages keeps
changing?
80
Appropriate, Inc. © 2010 #W2E @mbloomstein
And where should the
user experience begin?
81
Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy
can help search engine
marketing “hook” users more
quickly to deliver higher
conversions.
82
Appropriate, Inc. © 2010 #W2E @mbloomstein
• Map ad copy to the
message architecture
• Translate meta content
for tone, not just keywords
83
Appropriate, Inc. © 2010 #W2E @mbloomstein
Social media consultants…
How do you get your client
to stop talking about
themselves and genuinely
engage?
84
Appropriate, Inc. © 2010 #W2E @mbloomstein
Good conversation demands
good content strategy.
(Hi, inbound marketing?)
85
Appropriate, Inc. © 2010 #W2E @mbloomstein
message architecture
editorial style guidelines
editorial calendar
a consistent multichannel
presence
+
86
Appropriate, Inc. © 2010 #W2E @mbloomstein
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
87
Appropriate, Inc. © 2010 #W2E @mbloomstein
Result?
• Prepare for seasonal
themes
• Instill a workflow in
organizational culture
• Maintain fresh, search
engine-friendly content
88
Appropriate, Inc. © 2010 #W2E @mbloomstein
Content strategy drives
demand—and results.
89
Appropriate, Inc. © 2010 #W2E @mbloomstein
• More air-tight solutions
• Save time, budget, and
energy on iteration
• Cohesive, consistent UX
• Higher conversions
What do you get out of this?
90
Appropriate, Inc. © 2010 #W2E @mbloomstein
No peanut butter,
just happiness.
(For you, users, & clients)
91
Appropriate, Inc. © 2010 #W2E @mbloomstein
Thank you!
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
www.slideshare.net/mbloomstein
Twitter: #contentstrategy
All logos and pictures are property of their respective owners.

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Faster, easier, better, GIMME! Use content strategy to your advantage

  • 1. 1 Appropriate, Inc. © 2010 #W2E @mbloomstein Faster! Easier! Better! GIMME! Use content strategy to your advantage Margot Bloomstein @mbloomstein #W2E September 29, 2010
  • 2. 2 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 3. 3 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 4. 4 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
  • 5. 5 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want.
  • 6. 6 Appropriate, Inc. © 2010 #W2E @mbloomstein Use content strategy to get what you want. Designers Information architects Interaction designers Project managers SEO/SEM specialists Social media consultants
  • 7. 7 Appropriate, Inc. © 2010 #W2E @mbloomstein ©Skillset.org
  • 8. 8 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time
  • 9. 9 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget
  • 10. 10 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need
  • 11. 11 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
  • 12. 12 Appropriate, Inc. © 2010 #W2E @mbloomstein Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
  • 13. 13 Appropriate, Inc. © 2010 #W2E @mbloomstein This is where content strategy can help!
  • 14. 14 Appropriate, Inc. © 2010 #W2E @mbloomstein What is content strategy? Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.
  • 15. 15 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms?
  • 16. 16 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? Make us look hip!
  • 17. 17 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip!
  • 18. 18 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More
  • 19. 19 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like
  • 20. 20 Appropriate, Inc. © 2010 #W2E @mbloomstein Designers… How do you visualize abstract concepts without concrete terms? We’re traditional, but not conservative. Make us look hip! More like Apple
  • 21. 21 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
  • 22. 22 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
  • 23. 23 Appropriate, Inc. © 2010 #W2E @mbloomstein More like Apple?
  • 24. 24 Appropriate, Inc. © 2010 #W2E @mbloomstein Confident but approachable; an accessible market leader Simple Minimal detail with clean, streamlined, unfussy ID Inviting, friendly, supportive but not fawning More like Apple’s “message architecture”
  • 25. 25 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate.
  • 26. 26 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help you communicate— in less time, money, and stress.
  • 27. 27 Appropriate, Inc. © 2010 #W2E @mbloomstein Question: How do you visualize abstract concepts without concrete terms?
  • 28. 28 Appropriate, Inc. © 2010 #W2E @mbloomstein Answer: Use a message architecture: prioritized brand attributes that stem from a shared vocabulary.
  • 29. 29 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 30. 30 Appropriate, Inc. © 2010 #W2E @mbloomstein Prioritize key messages
  • 31. 31 Appropriate, Inc. © 2010 #W2E @mbloomstein Design, write, label, and organize around those messages
  • 32. 32 Appropriate, Inc. © 2010 #W2E @mbloomstein Get it all right in fewer rounds of revision
  • 33. 33 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Invest in content strategy now to preserve time and budget for design later.
  • 34. 34 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 35. 35 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 36. 36 Appropriate, Inc. © 2010 #W2E @mbloomstein Okay. How are we going to pay for this?
  • 37. 37 Appropriate, Inc. © 2010 #W2E @mbloomstein Fewer rounds of creative revision easily pay for content strategy-driven concepting… especially if your client uses words to communicate.
  • 38. 38 Appropriate, Inc. © 2010 #W2E @mbloomstein Words are cheaper than comps.
  • 39. 39 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy helps you sell your clients on predictability.
  • 40. 40 Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps them • Plan for photo shoots • Anticipate content types • Gather testimonials • Write to exact specs for keywords & character counts
  • 41. 41 Appropriate, Inc. © 2010 #W2E @mbloomstein Predictability helps you • Design for specific content types and character counts • Anticipate UGC structure • Create more interesting templates
  • 42. 42 Appropriate, Inc. © 2010 #W2E @mbloomstein Design supports content types and lengths! Layout offers context! Templates accommodate— not fight—user-generated content!
  • 43. 43 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 44. 44 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 45. 45 Appropriate, Inc. © 2010 #W2E @mbloomstein Content and design that share a message architecture drive a more cohesive and consistent user experience.
  • 46. 46 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 47. 47 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 48. 48 Appropriate, Inc. © 2010 #W2E @mbloomstein Glossary! Social sharing! Live help! Video!
  • 49. 49 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 50. 50 Appropriate, Inc. © 2010 #W2E @mbloomstein Laid back Minimalist Clean
  • 51. 51 Appropriate, Inc. © 2010 #W2E @mbloomstein IAs & PMs… How do you plan for the future if you don’t know what you currently have— or what you need?
  • 52. 52 Appropriate, Inc. © 2010 #W2E @mbloomstein Vision © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 53. 53 Appropriate, Inc. © 2010 #W2E @mbloomstein Strategy? Tactics? © http://www.flickr.com/photos/constructiondeal_marketing/4101803690/
  • 54. 54 Appropriate, Inc. © 2010 #W2E @mbloomstein What do we have?
  • 55. 55 Appropriate, Inc. © 2010 #W2E @mbloomstein Is it still good?
  • 56. 56 Appropriate, Inc. © 2010 #W2E @mbloomstein Do we even need it?
  • 57. 57 Appropriate, Inc. © 2010 #W2E @mbloomstein How will we get more?
  • 58. 58 Appropriate, Inc. © 2010 #W2E @mbloomstein Do folks even like it?
  • 59. 59 Appropriate, Inc. © 2010 #W2E @mbloomstein And how do you budget by page count if you don’t know how many pages you need to express the main points, capture a user’s profile, or complete interactions?
  • 60. 60 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy!
  • 61. 61 Appropriate, Inc. © 2010 #W2E @mbloomstein Develop a quantitative and qualitative content audit
  • 62. 62 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 63. 63 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count
  • 64. 64 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure
  • 65. 65 Appropriate, Inc. © 2010 #W2E @mbloomstein • Conduct a head count • Check parity of length and consistency in structure • Evaluate quality against the message architecture
  • 66. 66 Appropriate, Inc. © 2010 #W2E @mbloomstein Is content brand-appropriate, current, and relevant?
  • 67. 67 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy drives more comprehensive sitemaps, wireframes, and gap analysis.
  • 68. 68 Appropriate, Inc. © 2010 #W2E @mbloomstein Because you deserve to know that too. In advance.
  • 69. 69 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? Content strategy informs brand-appropriate calls to action & site-wide nomenclature.
  • 70. 70 Appropriate, Inc. © 2010 #W2E @mbloomstein Result part 2: opportunity • ID new content types • prep the client for them • upsell case studies • gather testimonials
  • 71. 71 Appropriate, Inc. © 2010 #W2E @mbloomstein Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
  • 72. 72 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait!
  • 73. 73 Appropriate, Inc. © 2010 #W2E @mbloomstein But wait! They already have writers in the marketing department!
  • 74. 74 Appropriate, Inc. © 2010 #W2E @mbloomstein
  • 75. 75 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
  • 76. 76 Appropriate, Inc. © 2010 #W2E @mbloomstein OH NOES!
  • 77. 77 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy is metaphorical bacon.
  • 78. 78 Appropriate, Inc. © 2010 #W2E @mbloomstein Writing is only one tactical part of content strategy. It doesn’t ask strategic questions. Internal resources lack an outside perspective.
  • 79. 79 Appropriate, Inc. © 2010 #W2E @mbloomstein Search engine marketers… How do you write meta and ad copy when the copy for fulfillment pages keeps changing?
  • 80. 80 Appropriate, Inc. © 2010 #W2E @mbloomstein And where should the user experience begin?
  • 81. 81 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy can help search engine marketing “hook” users more quickly to deliver higher conversions.
  • 82. 82 Appropriate, Inc. © 2010 #W2E @mbloomstein • Map ad copy to the message architecture • Translate meta content for tone, not just keywords
  • 83. 83 Appropriate, Inc. © 2010 #W2E @mbloomstein Social media consultants… How do you get your client to stop talking about themselves and genuinely engage?
  • 84. 84 Appropriate, Inc. © 2010 #W2E @mbloomstein Good conversation demands good content strategy. (Hi, inbound marketing?)
  • 85. 85 Appropriate, Inc. © 2010 #W2E @mbloomstein message architecture editorial style guidelines editorial calendar a consistent multichannel presence +
  • 86. 86 Appropriate, Inc. © 2010 #W2E @mbloomstein 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
  • 87. 87 Appropriate, Inc. © 2010 #W2E @mbloomstein Result? • Prepare for seasonal themes • Instill a workflow in organizational culture • Maintain fresh, search engine-friendly content
  • 88. 88 Appropriate, Inc. © 2010 #W2E @mbloomstein Content strategy drives demand—and results.
  • 89. 89 Appropriate, Inc. © 2010 #W2E @mbloomstein • More air-tight solutions • Save time, budget, and energy on iteration • Cohesive, consistent UX • Higher conversions What do you get out of this?
  • 90. 90 Appropriate, Inc. © 2010 #W2E @mbloomstein No peanut butter, just happiness. (For you, users, & clients)
  • 91. 91 Appropriate, Inc. © 2010 #W2E @mbloomstein Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com www.slideshare.net/mbloomstein Twitter: #contentstrategy All logos and pictures are property of their respective owners.