Brand-driven Content Strategy: Developing a Message Architecture at Confab Intensive

Margot Bloomstein

Confab Intensive 083115

#ConfabINT

@mbloomstein

@mbloomstein | #ConfabINT 2

Content demands attention

Because we all want the same thing,

but content keeps getting in the way.

(CC) http://www.flickr.com/photos/slworking

Content requires time

Content dredges up politics

This is your job now.

©Skillset.org

Titles < Roles < Skills

©Skillset.org

Content and design—

and the processes to create them—

complement each other through

content strategy.

Content and design—

and the processes to create them—

complement each other through

content strategy.

But they require a foundation and vision.

Message architecture

Content audit

Content types

Content model

Editorial style guidelines and calendar

What is content strategy?

Planning for the creation, aggregation, and

governance of content that’s useful, usable,

and appropriate in an experience.

Steps along the way…

Content audit/inventory

Prescriptive content matrix

Content model

Editorial style guidelines

Metadata guidelines

Governance guidelines

Deliverables are merely punctuation

in the conversation.

They can’t replace the conversation—

and too often, we’re afraid to talk.

Why content strategy?

Because we all want the same thing,

but content keeps getting in the way.

Launch on time

Stay within budget

Maintain a consistent user experience

visually and verbally, across channels

Without the team killing each other over

differences in opinion and changing goals

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.

Apple.

More like Apple’s message architecture

Confident but approachable; accessible

Simple

• Minimal detail

• Streamlined and anticipatory

Inviting, friendly

• Supportive but not fawning

Gracious and engaged

• Welcoming, anticipatory service

Elite and premium

• Selective membership

• “Curated” experiences

Traditional

• Enduring heritage

• Preserving appreciation for quality

Message architecture?

Innovative

Global

Inclusive

Engaged

Translating Harvard’s principles

Cheeky

• Witty and fun

• Young without being childish

Customer oriented and responsive

• Approachable, friendly, and empowering

Helpful

• Accessible

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Message architecture vs. brand values?

1. Cheeky

2. Customer oriented

3. Helpful

Design

Innovation

Community

Excellence

(Inspiring, but lack priority)

What’s a message architecture?

A hierarchy of communication goals

that reflects a common vocabulary.

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?

If you don’t know what

to communicate,

how will you know

if you succeed?

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.”

A little thing with big impact.

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

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.

Message architecture drives

the user experience

Nomenclature

Calls to action

Instructional content

Sentence structure

Diction

…in content

Photographic angles

Dark backgrounds

Bold headlines

Thick stroke weights

…and in design

…and in the prioritization and

coordination of features and

content types.

Content strategy

creates harmony,

not cacophony, across channels.

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

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

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 drives a

consistent user experience,

visually and verbally.

Elegant layout and typography

• Spread-to-spread sightlines and flow

• Wider borders

• Layered background images

• Italic titles with initial drop caps

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

Accessible, informative copy

• First-person plural

• Frequent rhetorical asides

• Shorter sentences

• Clear, concrete explanations

Content audit

Content types

Content model

Editorial style guidelines and calendar

Concrete, shared terminology,

not abstract concepts.

Welcoming,

but elite.

Selective?

Welcoming,

but elite.

Inclusive?

Welcoming,

but elite.

Exclusive?

Traditional, but edgy.

You like your

jargon more than communication.

Words are valuable,

but meaningless without

context and priority.

• Engage in a tangible, hands-on way

• Encourage debate and conversation

• Identify points of disagreement

• Prevent seagulling

• Force prioritization

• Encourage ownership & investment

Cardsorting

• Tables of 8

• 3 people represent the brand

• 5 people consult on content strategy

• Who we are

• Who we’re not

• Who we’d like to be

Go with your gut!

Step 1

Who we are Who we’d like to be

Be aspirational. What needs to change?

Step 2

• Form groups: what goes together?

• Prioritize the goals or groups

• Tell the story of those aspirations

Step 3

Why do this?

Words are cheaper than comps.

Why do this?

Content creation, organization, and

governance all need a strong foundation.

Why do this?

Choose content types to manifest

the message architecture—

not just because they’re trendy.

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

But first things first:

Understand what you need to

communicate—and why.

Margot Bloomstein

@mbloomstein

margot@appropriateinc.com

slideshare.net/mbloomstein

Brand-driven Content Strategy: Developing a Message Architecture at Confab Intensive

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