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Before you can consider a new CMS, you need to know your content—and your communication goals. We’ll discuss the key steps of a core content strategy process to audit your content and determine what you really need in a CMS. If you’re considering a new CMS, stop. Before you can determine the fields and tags and functionality you need in technology, think about the content you need to support. How should it surface and what’s the message it needs to send? Enter brand-driven content strategy. We’d discuss the value of a message architecture to align your organization around specific content types and guide a content audit—then dig into how a content audit can inform your content model. There’s so much to do before you choose or implement a CMS, so c’mon! Let’s get started! Presented at CMS Expo 2013, #CMSExpo and #CMSX, on May 14, 2013, in Chicago.
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CART, MEET HORSE: CONTENT STRATEGY FOR CONTENT MANAGEMENT
Margot Bloomstein May 14, 2013 CMS Expo @mbloomstein #CMSX
@mbloomstein
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CC Sam Korn, via Wikipedia
Gnothi sauton
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Know thyself. You invest in knowing your users,* but what about your brand?
*right?
Unless you understand what people are trying to do with your content you cannot know if it’s working or not. Gerry McGovern
If you don’t know what you need to communicate, how will you know if you succeed?
fails to meet needs
fails to meet needs
different labels
fails to meet needs
different labels unexpected steps
fails to meet needs
different labels unexpected steps
too many fields
fails to meet needs
different labels unexpected steps
too many fields
wrong fields
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types namespaces unexpexcted tags
Mapping of types not enough types
namespaces unexpexcted tags namespaces
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types namespaces unexpexcted tags
Mapping of types not enough types
namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags unexpexcted tags namespaces unexpexcted tags unexpexcted tags unexpexcted tags unexpexcted tags
unexpexcted tags
fails to meet needs
different labels unexpected steps
too many fields
wrong fields not enough fields
too few tags namespaces unexpexcted tags
different fields unexpexcted tags not enough types Content model
Mapping of types namespaces unexpexcted tags
Mapping of types not enough types
namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags namespaces unexpexcted tags unexpexcted tags namespaces unexpexcted tags unexpexcted tags unexpexcted tags unexpexcted tags
unexpexcted tags FRUSTRATION
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failure to adopt
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“creative” workarounds
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What is the cost of non-compliance?
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First things first.
Why start blogging, audit the content, consolidate site architecture, add video testimonials, incorporate user reviews, relaunch the site, develop new brand guidelines, switch to a new CMS, or go “mobile first”… if you don’t know what you need to communicate?
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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.
Why content strategy?
Because we all want the same things, but content keeps getting in the way.
Sustainable content is content you can create—and maintain—without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. Erin Kissane, The Elements of Content Strategy
If you don’t know what you need to communicate, how will you know if you succeed?
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Steps along the way…
Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
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Steps along the way…
Message architecture Content audit/inventory Content model Editorial style guidelines Metadata guidelines Governance guidelines
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Deliverables punctuate and facilitate the conversation. Don’t let them replace the conversation.
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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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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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A little thing with big impact.
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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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What did content need to do?
• Offer fast, easy access • Encourage personalization • Convey local relevance • Facilitate sharing • Communicate quirkiness • Allow for easy infrequent updates • Support a few structured content types
If the CMS can’t support it, the content can’t do it.
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Message architecture drives the user experience
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Photographic angles Dark backgrounds Bold headlines Thick stroke weights
…and in design
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Nomenclature Content types Content elements Calls to action and instructional copy Sentence structure, diction, and tone
…in content
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What’s a message architecture?
A hierarchy of communication goals that reflects a common vocabulary. Concrete, shared terminology, not abstract concepts.
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Welcoming, but elite. Selective?
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Traditional, but edgy.
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© 2013 ©Warby Parker
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Why do this?
Gain standards by which to conduct a qualitative audit. (What is “good” anyway?)
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Why do this?
Prioritize new content types to manifest the message architecture—not just because they’re trendy or feasible.
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Message architecture Passionate about strategic discovery • Creative, spirited, inspired • Visionary, innovative thought leader and industry leader • Flexible Tactical and hands-on • In the trenches, in touch • Detail-oriented and methodical Pioneering • Groundbreaking, trend-setting • Modern and savvy People-focused and market-driven • Trusted by medical professionals, researchers, and media • Industry news source
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Passionate? Creative? Hands-on? Pioneering? Trusted?
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Humanizing the institution is more important than establishing individual thought leadership.
Audit to understand content you have, content you need, and content patterns you can standardize. What are you trying to learn?
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Every tab tracks the same data
Quantitative: • Head count: what do we have? • Is it consistent? What are the patterns?
• Are similar content types consistent in size and structure?
• Is there parity of length, level of detail, and tone?
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Every tab tracks the same data
Qualitative: is it any good? • ROT analysis: redundant, outdated, trivial • Current, relevant, and appropriate
to the message architecture • Does it serve the communication goals? • Does it speak to the target audience?
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Each piece of content gets a row
Set up dropdowns to constrain data • Data Data validation List Sources
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What will you learn?
• What do we have and is it any good? • What are the patterns, elements, and types? • Is it worth keeping and maintaining? • What do we need to update? • What do we need to translate? • What do we need to associate? • Where do we need more?
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© Karen McGrane
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Where can you go?
• Identify new content types and channels • Prioritize specific content types and elements • Prioritize specific CMS modifications • Reallocate budget across channels • Prepare for future-friendly cross–channel
and cross–platform delivery
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But first things first: What are you trying to communicate? What content do you have and what do you need to do that?
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Thank you! Margot Bloomstein @mbloomstein [email protected] slideshare.net/mbloomstein amzn.to/CSatWork All photography © Margot Bloomstein unless otherwise noted. Screen grabs property of their respective owners at time of capture.
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