defining our profession, defining ourselves at csforum14
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DEFINING OUR PROFESSION,
DEFINING OURSELVES
CS Forum 2014
#csforum14
July 2, 2014
Margot Bloomstein
@mbloomstein
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
1888, Wiesloch
City pharmacy
City pharmacy = filling station
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
@mbloomstein | #csforum14 4
1909, Altoona
America’s oldest gas station
JohnnieandAngela.blogspot.com
@mbloomstein | #csforum14 5
1913
Road maps & tire service
JohnnieandAngela.blogspot.com
Road maps & tire service
Full service
Attended pumps
Self service
Air pumps
Squeegees
cc flicker.com/photos/baggis
Is this a gas station?
@mbloomstein | #csforum14 8
@mbloomstein | #csforum14 11
“A retail business providing the public
a convenient location to quickly purchase
a wide array of food, gasoline, and
services”
NACS, the National Association of Convenience & Fuel Retailing
@mbloomstein | #csforum14 12
“2400 square feet
of packaged consumer items.
Today, there are different types of stores:
mini stores under canopies, expanded
food service, in-store seating.”
@mbloomstein | #csforum14 13
Industries thrive through differentiation:
both buyers and sellers benefit.
What’s right for me?
What’s right for right now?
@mbloomstein | #csforum14 14
Prospect:
Financial services
messaging, workflow,
editorial training
@mbloomstein | #csforum14 15
@mbloomstein | #csforum14 16
Prospect:
Financial services
messaging, workflow,
editorial training
@mbloomstein | #csforum14 17
Prospect:
Financial services
messaging, workflow,
editorial training
for social media
@mbloomstein | #csforum14 18
Prospect:
Midmarket institutional investment
messaging, workflow,
editorial training
for social media
@mbloomstein | #csforum14 19
Prospect:
Midmarket institutional investment
messaging, workflow,
editorial training
for social media
© Barbara Kruger
@mbloomstein | #csforum14 20
@mbloomstein | #csforum14 21
I help brands clarify their communication
goals to develop, instill, and maintain
appropriate content and editorial voice.
@mbloomstein | #csforum14 22
Content strategy plans for the creation,
delivery, and governance of useful,
usable and brand-appropriate content.
This is how I define content strategy.
@mbloomstein | #csforum14 23
Content strategy plans for the creation,
delivery, and governance of useful,
usable and brand-appropriate content.
This is how I define content strategy.
@mbloomstein | #csforum14 24
Content strategy plans for the creation,
publication, and governance of useful,
usable content.
Kristina Halvorson, A List Apart 2009
@mbloomstein | #csforum14 25
Content strategy is to copywriting as
information architecture is to design.
Rachel Lovinger,
Content Strategy: The Philosophy of Data
@mbloomstein | #csforum14 26
I work on how content is organized and
structured. […] I translate designs into
what needs to be built in the CMS to
make the content for the site work the
way it's supposed to.
Rachel Lovinger (@rlovinger), Razorfish
@mbloomstein | #csforum14 27
I'm a content strategist, which is a fancy
way of saying ‘a writer who also has
design and marketing skills.’
Tiffani Jones-Brown (@ticjones), Pinterest
@mbloomstein | #csforum14 28
I'm a content strategist. This means I help
clients and companies figure out how,
when, and why to talk to their audiences.
Keri Maijala (@clamhead)
@mbloomstein | #csforum14 29
We are management consultants for
external messaging and editorial
workflow challenges.
Ahava Liebtag (@ahaval), Aha Media Group
@mbloomstein | #csforum14 30
I am often a ‘fulcrum’ between disciplines.
I spend at least half my time focusing on
business and cultural change, before
thinking about content.
Elizabeth McGuane, @emcguane
@mbloomstein | #csforum14 31
A content strategist is like a business
analyst for your content. We look at how
content is currently helping (or hindering)
your business and develop a strategy to
make it work better.
Sally Bagshaw, @snappysentences
@mbloomstein | #csforum14 32
The analysis and planning to develop a
repeatable system that governs the
management of content throughout the
entire content lifecycle.
Rahel Anne Bailie, @rahelab,
The Language of Content Strategy
Industries thrive through differentiation:
both practitioners and clients benefit
@mbloomstein | #csforum14 33
Industries thrive through differentiation:
both practitioners and clients benefit
but only when we precisely, narrowly
define both what we do and need
and encourage diverse specificity
@mbloomstein | #csforum14 34
• Drive the development and organization of content that is useful, compelling and
meaningful on our site, all social media platforms, and distributed content
• Create user flows, information hierarchies, wireframes, and content strategy
• Maintain fluency in industry terminology and develop our “voice” within it
• Determine content requirements, inventory existing content, identify gaps,
evaluate possible sources for additional material, and manage the process of
getting that content into production
• Maintain current content audit
• Creatively look for opportunities to improve content, consumer experience, and
SEO performance
• Manage editorial calendar to proactively keep content useful and up to date
• Train internal and freelance copywriters; develop any necessary training programs
• Develop analytics, conduct consumer and usability testing to help improve the UX
• Lead projects with the PR and marcomm team to support campaigns and launches
• Work with brand architecture and terminology to guide product organization and
internal customer service content and training
• Drive the architecture of and improvements to the internal product CMS
• Occasionally write or edit content, particularly metadata, titles, alt text and edit
general content to optimize for natural search
• Drive the development and organization of content that is useful, compelling and
meaningful on our site, all social media platforms, and distributed content
• Create user flows, information hierarchies, wireframes, and content strategy
• Maintain fluency in industry terminology and develop our “voice” within it
• Determine content requirements, inventory existing content, identify gaps,
evaluate possible sources for additional material, and manage the process of
getting that content into production
• Maintain current content audit
• Creatively look for opportunities to improve content, consumer experience, and
SEO performance
• Manage editorial calendar to proactively keep content useful and up to date
• Train internal and freelance copywriters; develop any necessary training programs
• Develop analytics, conduct consumer and usability testing to help improve the UX
• Lead projects with the PR and marcomm team to support campaigns and launches
• Work with brand architecture and terminology to guide product organization and
internal customer service content and training
• Drive the architecture of and improvements to the internal product CMS
• Occasionally write or edit content, particularly metadata, titles, alt text and edit
general content to optimize for natural search
Without clear differentiation,
hiring (and selling) is frustrating,
training and rework is expensive, and
“content strategy” gets a bad name.
@mbloomstein | #csforum14 37
@mbloomstein | #csforum14 38
But will we dilute the meaning?
But will we dilute the meaning?
@mbloomstein | #csforum14 40
But will we dilute the meaning?
We’ll free the meaning
to communicate what we do or need
with greater precision.
“ ” I’m a designer
@mbloomstein | #csforum14 42
But what about the generalists?
@mbloomstein | #csforum14 43
But what about the generalists?
Follow your passion—
and work to better define the work.
Content strategists,
1. Be precise: own your definition.
2. Get specific: narrow what you want.
3. Be honest—and encouraging.
“No… and”
@mbloomstein | #csforum14 44
Clients,
1. Be precise: own your definition.
2. Get specific: narrow what you want.
3. Be honest—and encouraging.
“No… and”
@mbloomstein | #csforum14 45
This is an opportunity for growth and
specialization within our broad industry
because how we define our industry is
the sum of how we define ourselves.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
© 2014 Appropriate, Inc.
http://appropriateinc.com/ideas/growing-t-shaped-content-strategist/
http://www.slideshare.net/jcolman/content-strategy-for-marketers-smx-advanced-2013
http://www.clevegibbon.com/2011/08/what-do-content-strategists-do/
© 2014 Appropriate, Inc.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
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