making meaning in content and design (bloomstein at how)
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@mbloomstein | #HIDC 1
© 2013 © 2013
MAKING MEANING IN CONTENT
AND DESIGN
MAKING MEANING IN
CONTENT AND DESIGN
Margot Bloomstein
HOW Interactive Design Conference
110613 @mbloomstein #HIDC
@mbloomstein | #HIDC 3
© 2013
@mbloomstein | #HIDC 4
© 2013
What is content strategy?
Planning for the creation, aggregation,
delivery, and governance of useful,
usable, and appropriate content in an
experience.
You need this.
@mbloomstein | #HIDC 6
© 2013
© narniafans.com
@mbloomstein | #HIDC 7
© 2013
©Skillset.org
@mbloomstein | #HIDC 8
© 2013
Titles < Roles < Skills
© The Creative Group
@mbloomstein | #HIDC 11
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Deliverables are merely
punctuation in the
conversation.
Don’t let them replace
the conversation.
@mbloomstein | #HIDC 13
© 2013
Why content strategy?
@mbloomstein | #HIDC 14
© 2013
Why content strategy?
Because we all want the same thing,
but content keeps getting in the way.
@mbloomstein | #HIDC 15
© 2013
Why content strategy?
Launch on time
@mbloomstein | #HIDC 16
© 2013
Why content strategy?
Stay within budget
@mbloomstein | #HIDC 17
© 2013
Why content strategy?
Maintain a consistent user experience
visually and verbally
@mbloomstein | #HIDC 18
© 2013
Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels
@mbloomstein | #HIDC 19
© 2013
Why content strategy?
Maintain a consistent user experience
visually and verbally, across channels,
among platforms and devices
@mbloomstein | #HIDC 20
© 2013
Why content strategy?
Without the team killing each other over
differences in opinion and changing goals
@mbloomstein | #HIDC 21
© 2013
Establish the
message architecture. THIS CAN
HAPPEN.
@mbloomstein | #HIDC 22
© 2013
More
like
Apple.
@mbloomstein | #HIDC 23
© 2013
@mbloomstein | #HIDC 24
© 2013
More like Apple’s “message
architecture”
Confident but approachable; accessible
Simple
Minimal detail
Streamlined and anticipatory
Inviting, friendly
Supportive but not fawning
@mbloomstein | #HIDC 25
© 2013
Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
@mbloomstein | #HIDC 26
© 2013
@mbloomstein | #HIDC 27
© 2013
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 | #HIDC 28
© 2013
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
@mbloomstein | #HIDC 29
© 2013
Versus brand values?
@mbloomstein | #HIDC 30
© 2013
Versus a mission or vision?
“Great design for everyone”
Vision and direction are different.
This inspires, but isn’t tactical.
@mbloomstein | #HIDC 31
© 2013
@mbloomstein | #HIDC 32
© 2013
Gracious
• Welcoming, anticipatory service
Elite and premium
• Selective membership
• “Curated” experiences
Traditional
• Enduring heritage
• Preserving appreciation for quality
Message architecture?
@mbloomstein | #HIDC 33
© 2013
@mbloomstein | #HIDC 34
© 2013
First things first.
What do you need to communicate?
@mbloomstein | #HIDC 35
© 2013
First things first.
start blogging, audit the content,
consolidate site architecture, add video
testimonials, incorporate 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,
how will you know if you
succeed?
@mbloomstein | #HIDC 37
© 2013
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #HIDC 38
© 2013
A little thing with big impact.
@mbloomstein | #HIDC 39
© 2013
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.”
@mbloomstein | #HIDC 40
© 2013
A little thing with big impact.
@mbloomstein | #HIDC 41
© 2013
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
@mbloomstein | #HIDC 42
© 2013
@mbloomstein | #HIDC 43
© 2013
@mbloomstein | #HIDC 44
© 2013
@mbloomstein | #HIDC 45
© 2013
@mbloomstein | #HIDC 46
© 2013
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 | #HIDC 47
© 2013
Message architecture drives
the user experience
@mbloomstein | #HIDC 48
© 2013
…in content
@mbloomstein | #HIDC 49
© 2013
…and in design
@mbloomstein | #HIDC 50
© 2013
…and in the choice of features
and content types
@mbloomstein | #HIDC 51
© 2013
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #HIDC 52
© 2013
What’s a message architecture?
Concrete, shared terminology,
not abstract concepts.
@mbloomstein | #HIDC 53
© 2013
Welcoming,
but elite.
Selective?
@mbloomstein | #HIDC 54
© 2013
Traditional,
but edgy.
@mbloomstein | #HIDC 55
© 2013 ©Warby Parker
@mbloomstein | #HIDC 56
© 2013
Words are valuable,
but meaningless without
context and priority.
@mbloomstein | #HIDC 57
© 2013
Words are valuable,
but meaningless without
context and priority.
@mbloomstein | #HIDC 58
© 2013
@mbloomstein | #HIDC 59
© 2013
How?
• Engage in a tangible, hands-on way
• Encourage debate and conversation
• Identify points of disagreement
• Prevent seagulling
• Force prioritization
• Encourage ownership & investment
@mbloomstein | #HIDC 60
© 2013
Why do this?
Words are cheaper than comps.
@mbloomstein | #HIDC 61
© 2013
Why do this?
Refine the concept, rather than confirm
the purpose.
@mbloomstein | #HIDC 62
© 2013
Why do this?
Promote new content types to manifest
the message architecture—not just
because they’re trendy or feasible.
@mbloomstein | #HIDC 63
© 2013
Why do this?
Gain standards by which to conduct
a qualitative audit.
(What is “good” anyway?)
@mbloomstein | #HIDC 64
© 2013 © Lucas Films
@mbloomstein | #HIDC 65
© 2013
What will you learn?
• What do we have?
• What are the patterns, elements, & types?
• Is it any good?
• What do we need to update?
• What do we need to translate?
• Where do we need more?
@mbloomstein | #HIDC 66
© 2013
Where can you go?
• Apply a rubric to existing content, separate from
politics and history
• Prescribe new content—and reallocate budget
and resources—to address specific
communication goals
• Promote a new editorial calendar
• Consider CMS modifications to support new
content types
@mbloomstein | #HIDC 67
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
@mbloomstein | #HIDC 68
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
@mbloomstein | #HIDC 69
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
@mbloomstein | #HIDC 70
© 2013
Steps along the way…
Message architecture
Content audit/inventory
Prescriptive content matrix
Content model
Editorial style guidelines
Metadata guidelines
Governance guidelines
Gap analysis
How
By whom & when
@mbloomstein | #HIDC 71
© 2013
But first things first:
What are you trying to
communicate?
What content do you have and
what do you need to do that?
@mbloomstein | #HIDC 72
© 2013
Thank you!
Margot Bloomstein @mbloomstein margot@appropriateinc.com 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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