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Checkins, photo tagging, virtual wallets--with all the expected attributes of a mobile experience, content strategy can seem like an afterthought as you chart a path to consumer engagement. But when every word counts, consistency, messaging, and editorial strategy matter most. First things first: get your message right. We'll discuss how to prioritize communication goals to kick off the content strategy process, no matter the screen on which you're planning to communicate.
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#WCCON | @mbloomstein 1
© 2011
© 2011
Margot BloomsteinWeb Content June 6, 2011@mbloomstein | #wccon
FIRST THINGS FIRST: GET YOUR MESSAGE RIGHT.
#WCCON | @mbloomstein 2
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We’ve got this.
Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
#WCCON | @mbloomstein 3
© 2011
We’ve got this.
Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
#WCCON | @mbloomstein 4
© 2011
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© 2011
Ideal: foster experience in time
• Repeat visitors/contexts• Frequent updates• Demand for novelty• History – press releases • Future – “Upcoming”
#WCCON | @mbloomstein 6
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
#WCCON | @mbloomstein 7
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
#WCCON | @mbloomstein 8
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
#WCCON | @mbloomstein 9
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
#WCCON | @mbloomstein 10
© 2011
Mobile means (re)focusing.
Planning for the creation, aggregation, governance, and expiration of content that is useful, usable, and appropriate to the experience.
#WCCON | @mbloomstein 11
© 2011
Mobile means (re)focusing.• Repeat
visitors/contexts• Frequent updates• Demand for novelty• History – press
releases • Future – “Upcoming”
#WCCON | @mbloomstein 12
© 2011
Mobile means (re)focusing.• Repeat
visitors/contexts• Frequent updates• Demand for novelty• History – press releases • Future – “Upcoming”
• Variable contexts
#WCCON | @mbloomstein 13
© 2011
Mobile means (re)focusing.• Repeat
visitors/contexts• Frequent updates• Demand for novelty• History – press releases • Future – “Upcoming”
• Variable contexts• Contextual
relevance
#WCCON | @mbloomstein 14
© 2011
Mobile means (re)focusing.• Repeat
visitors/contexts• Frequent updates• Demand for novelty• History – press releases • Future – “Upcoming”
• Variable contexts• Contextual
relevance• Demand for
relevance
#WCCON | @mbloomstein 15
© 2011
Mobile means (re)focusing.• Repeat
visitors/contexts• Frequent updates• Demand for novelty• History – press releases • Future – “Upcoming”
• Variable contexts• Contextual
relevance• Demand for
relevance• There’s only now
#WCCON | @mbloomstein 16
© 2011
Mobile means (re)focusing.• Repeat
visitors/contexts• Frequent updates• Demand for novelty• History – press releases • Future – “Upcoming”
• Variable contexts• Contextual relevance• Demand for relevance• There’s only now• 5 minutes from now
#WCCON | @mbloomstein 17
© 2011
Good mobile experiences are empowering to the point of narcissism.
#WCCON | @mbloomstein 18
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Good mobile experiences are empowering to the point of narcissism…
So how can you maintain a brand and experience between the user and context?
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Quick to the point /to the point no fakin’
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Mobile means (re)focusing.
Focusing demands content strategy.• Hold fast to a clear message
architecture• Triage and support varying contexts
(and empower navigation between them)• Layer secondary content—
don’t strip away “extraneous” details
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What’s a message architecture?
A hierarchy of communication goals that reflect a common vocabulary.
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What’s a message architecture?
Concrete, shared terminology, not abstract concepts.
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Make us look innovative, but not risky.
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We’re smart, but savvy… that’s not us.
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It should say traditional, but edgy.
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Why do this?
• Maintain a consistent multi-channel UX• Identify conflicting priorities• Preserve voice in CTAs, error
messages…• Maintain long-term consistency• Identify if mobile is even appropriate
#WCCON | @mbloomstein 28
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Here’s an example…
Empowering• Direct• Simplifying and savvyEfficient• Engaged, not overwhelming• StreamlinedResponsive, helpful• Proactive and anticipatory
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Proactive
White space & clean lines
Unfussy
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Here’s an example…
Cheeky• Witty and fun• Young without being childishCustomer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible
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© 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
#WCCON | @mbloomstein 35
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Message architecture…
CheekyCustomer oriented and responsiveHelpful
#WCCON | @mbloomstein 36
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Versus brand values?
DesignInnovationCommunityExcellence
These inspire, but without priority.
#WCCON | @mbloomstein 37
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What are varying contexts?
Good experiences triage and support varying mobile contexts—and let users navigate between them.
#WCCON | @mbloomstein 38
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What are varying contexts?
• What time is my flight this afternoon?• Which gate am I going to again?• Did they change the gate?• My connection is tight—where do I
run?• Is there another delay?!• Can I call the airline to reticket?
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Recombobulation area picture
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Layer, don’t limit
Triangulate between the message architecture and user goals and tasks to layer secondary content—don’t just eliminate “extraneous” detail.
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Minimal detail
Layered information
Options to see more
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Layer, don’t limit… or pay the price.
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H&M dress screenshots
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I want to buy this dress.
Do you have this dress?
I want to give you my money.
#WCCON | @mbloomstein 46
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What’s the message architecture? Who are you again?What’s the use case for this?
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#WCCON | @mbloomstein 50
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We can do better than this.
Content strategy can help.
#WCCON | @mbloomstein 51
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Thank you!
Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#WCCON
Feedback? http://spkr8.com/t/7729
#WCCON | @mbloomstein 52
© 2011
Thank you!
Meghan Casey, Jonathan Kahn, Michael Lohmiller, Rachel Lovinger, Karen McGrane, Lis Pardi, The Cars
Editorial calendar images: http://www.bloggingbistro.com/how-to-create-a-blogging-editorial-calendar/ and http://www.airportmagazine.net Vanilla Ice image © Associated Press
#WCCON | @mbloomstein 53
© 2011
Thank you!
Margot Bloomstein@mbloomsteinmargot@appropriateinc.comslideshare.net/mbloomstein#wccon
Feedback? http://spkr8.com/t/7729
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