Establishing a Brand-driven Message Architecture WebVisions NYC

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Margot Bloomstein

WebVisions 040716

#WebVisions

@mbloomstein

© 1974, Marty Temme Hiwatt

@mbloomstein | #WebVisions 3

© 2016

Content demands attention

@mbloomstein | #WebVisions 4

© 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

@mbloomstein | #WebVisions 5

© 2016

Content dredges up politics

© Margot Bloomstein

This is your job now.

@mbloomstein | #WebVisions 7

© 2016

©Skillset.org

@mbloomstein | #WebVisions 8

© 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.

@mbloomstein | #WebVisions 12

@mbloomstein | #WebVisions 13

© 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.

@mbloomstein | #WebVisions 13

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© 2016

Message architecture

Content audit

Content types

Content model

Editorial style guidelines and calendar

@mbloomstein | #WebVisions 15

© 2016

What is content strategy?

Planning for the creation, aggregation, and

governance of content that’s useful, usable,

and appropriate in an experience.

@mbloomstein | #WebVisions 16

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Steps along the way…

Message architecture

Content audit/inventory

Prescriptive content matrix

Content model

Editorial style guidelines

Metadata guidelines

Governance guidelines

@mbloomstein | #WebVisions 17

© 2016

Deliverables are merely punctuation

in the conversation.

They can’t replace the conversation—

and too often, we’re afraid to talk.

@mbloomstein | #WebVisions 18

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.

@mbloomstein | #WebVisions 27

© 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

Gracious and engaged

• Welcoming, anticipatory service

Elite and premium

• Selective membership

• “Curated” experiences

Traditional

• Enduring heritage

• Preserving appreciation for quality

Message architecture?

@mbloomstein | #WebVisions 30

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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 <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

@mbloomstein | #WebVisions 35

© 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.

@mbloomstein | #WebVisions 38

© 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?

@mbloomstein | #WebVisions 39

© 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.

@mbloomstein | #WebVisions 41

© 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-

unsubscribe@insiders.miniusa.com

and include “Unsubscribe” and

your favorite fruit in the

subject field.

@mbloomstein | #WebVisions 50

© 2016

Message architecture drives

the user experience

@mbloomstein | #WebVisions 51

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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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…and in the prioritization and

coordination of features and

content types.

Content strategy

creates harmony &

cuts cacophony across channels.

@mbloomstein | #WebVisions 55

© 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

• Twitter

• Videos

• Virtual conferences

• Webinars/webcasts

• Whitepapers

Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey

@mbloomstein | #WebVisions 56

© 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

• Twitter

• Videos

• Virtual conferences

• Webinars/webcasts

• Whitepapers

Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey

@mbloomstein | #WebVisions 57

© 2016

@mbloomstein | #WebVisions 58

© 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

@mbloomstein | #WebVisions 59

© 2016

Message architecture drives a

consistent user experience,

visually and verbally.

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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

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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

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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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Words are valuable,

but meaningless without

context and priority.

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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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Why do this?

Choose content types to manifest

the message architecture—

not just because they’re trendy.

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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

@mbloomstein | #WebVisions 84

© 2016

But first things first:

Understand what you need to

communicate—and why.

Margot Bloomstein

@mbloomstein

margot@appropriateinc.com

slideshare.net/mbloomstein

All photography © Margot Bloomstein unless noted. Screen grabs property of their respective owners.