Message Matters - Developing a Voice in Your Content Strategy

@mbloomstein | #messagematters 1

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MESSAGE MATTERS:Developing a voice in your content strategy

Margot Bloomstein with AcrolinxJune 25, 2014 #messagematters@mbloomstein


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What is content strategy?Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience.


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Content demands attention


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Because we all want the same thing,but content keeps getting in the way.

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

Content requires time


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Content dredges up politics

© Margot Bloomstein

This is your job now.


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©Skillset.org


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Titles < Roles < Skills

©Skillset.org


This is everyone’s job now.

© The Creative Group


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Steps along the way…

Message architectureContent audit/inventoryPrescriptive content matrixContent modelEditorial style guidelinesMetadata guidelinesGovernance guidelines

Deliverables are merely punctuation in the conversation.

They can’t replace the conversation.


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

More like Apple.


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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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What’s a message architecture?

A hierarchy of communication goals that reflects a common vocabulary.


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Message architecture

Cheeky• Witty and fun• Young without being childish

Customer oriented and responsive• Approachable, friendly• Championing and empoweringHelpful• Accessible


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From: Little MOO | Print Robot <[email protected]>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

http://moo.com/


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Message architecture…

Cheeky

Customer oriented and responsive

Helpful


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Versus brand values?

DesignInnovationCommunityExcellence

These inspire, but without priority.


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Versus a mission or vision?

“Great design for everyone”

Vision and direction are different.

This inspires, but isn’t tactical.


Voice differentiates your brand among commodities.

Documented voice guidelines help your brand differentiate itself efficiently.


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Gracious• Welcoming, anticipatory service

Elite and premium• Selective membership• “Curated” experiencesTraditional• Enduring heritage• Preserving appreciation for quality

Message architecture?


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What’s a message architecture?

A hierarchy of communication goals that reflects a common vocabulary.


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A little thing with big impact.


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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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Premium technology• Assertive; ready to perform as a driver’s car• Proactive and supportive of spontaneityClassic design• Experienced and savvyCheekiness• Smart, “punny,” hip• Fun, gleeful


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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 [email protected] and include “Unsubscribe” and your favorite fruit in the subject field.


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Message architecture drives the user experience


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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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Premium technologyClassic designCheekiness• Smart, “punny,” hip• Fun, gleeful

…in the choice of features and content types


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Not all channels are appropriate for every brand or audience.• 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


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Not all channels are appropriate for every brand or audience.• 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


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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



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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 • Serif body copy


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Imagery of individual impact

• People engaged with product and offsite community service—not just product or just results of service

• Team breadth and 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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Content audit

Content types

Content model & matrix

Editorial style guidelines and calendar


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Establish voice through editorial style & tone• Acronyms• Bulleted lists• Capitalization and

case• Contractions• Punctuation• Usage

• Active/passive voice• Diction• Directional terms• Perspective• Sentence length and

cohesion• Tense


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Where can you go?

• “Translate” content for style and tone• Prescribe new content types • Promote a new editorial calendar• Reallocate budget across channels to reflect

communication priorities


But first things first:

Understand what you need to communicate—and why.


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Thank you!

Margot Bloomstein@[email protected]/mbloomsteinamzn.to/CSatWork

All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.