knowing yourself amid constraints by margot bloomstein (now what? conference 2015)
TRANSCRIPT
@mbloomstein | #NowWhat15 1
© 2015 © 2015
KNOWING AND
COMMUNICATING YOURSELF
AMID CONSTRAINTS
Margot Bloomstein
Now What? Conference
043015
#NowWhat15 @mbloomstein
@mbloomstein | #NowWhat15 2
Let’s have a conversation about
content creation and site maintenance
and sustainability and KPIs and
constraints and customer feedback
and channel proliferation…
@mbloomstein | #NowWhat15 3
You cannot communicate
without creating
a monster.
Your website, blog,
Facebook groups,
YouTube channel,
Pinterest boards are
insatiable.
@mbloomstein | #NowWhat15 5
How do you feed the beast?
Where do you start
and how far will you go?
@mbloomstein | #NowWhat15 6
These are questions
for content owners.
Sorry, Marshall
McLuhan.
Medium transmits
message—
but demands it, too.
@mbloomstein | #NowWhat15 9
© 2015
CC Sam Korn, via Wikipedia
Gnothi sauton
@mbloomstein | #NowWhat15 10
© 2015
Know thyself.
We invest in knowing our users,
but how well do we know our
own brands?
If you don’t know what
you need to communicate,
how will you know if you succeed?
How do you know where to put
resources, time, and talent?
@mbloomstein | #NowWhat15 12
© 2015
First things first.
Why blog, conduct a content audit, add
video testimonials, Pin, consolidate site
architecture, or switch to a new CMS,
if you don’t know what you need to
communicate?
@mbloomstein | #NowWhat15 13
© 2015
Tools enable how
you conceive ideas,
perceive your world,
and see yourself…
@mbloomstein | #NowWhat15 14
© 2015
So who are you?
More
like
Apple.
@mbloomstein | #NowWhat15 17
© 2015
More like Apple’s message architecture
Confident but approachable
• Self-assured and assertive
Simple and simplifying
• Minimal detail
• Streamlined and anticipatory
Inviting, friendly
• Supportive but not fawning
@mbloomstein | #NowWhat15 18
© 2015
Message architecture
Cheeky
• Witty and fun
• Young without being childish
Customer oriented and responsive
• Approachable, friendly
• Championing and empowering
Helpful
• Accessible
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© 2015
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© 2015
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© 2015
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
@mbloomstein | #NowWhat15 22
© 2015
Message architecture…
Cheeky
Customer oriented and responsive
Helpful
@mbloomstein | #NowWhat15 23
© 2015
…versus brand values
Design
Innovation
Community
Excellence
These inspire, but without priority.
@mbloomstein | #NowWhat15 24
© 2015
What’s a message architecture?
A hierarchy of communication goals
that reflects a common vocabulary.
@mbloomstein | #NowWhat15 25
© 2015
A little thing with big impact.
@mbloomstein | #NowWhat15 26
© 2015
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 | #NowWhat15 28
© 2015
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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© 2015
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© 2015
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© 2015
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© 2015
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© 2015
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-
and include “Unsubscribe” and
your favorite fruit in the
subject field.
@mbloomstein | #NowWhat15 34
© 2015
Message architecture drives
the user experience
@mbloomstein | #NowWhat15 35
© 2015
Nomenclature
Calls to action
Instructional content
Sentence structure
Diction
…in content
@mbloomstein | #NowWhat15 36
© 2015
Photographic angles
Dark backgrounds
Bold headlines
Thick stroke weights
…and in design
@mbloomstein | #NowWhat15 37
© 2015
…in the channels and content types
@mbloomstein | #NowWhat15 38
© 2015
Not all channels are right for all goals.
Academic and serious? • 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
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #NowWhat15 39
© 2015
Not all channels are right for all goals.
Fun and engaging? • 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
• Videos
• Virtual conferences
• Webinars/webcasts
• Whitepapers
Per Content Marketing Institute & MarketingProfs 2013 Content Marketing Survey
@mbloomstein | #NowWhat15 40
© 2015
@mbloomstein | #NowWhat15 41
© 2015
Premium
• Lindt embodies quality, in product, marketing, & company interactions
• Approachable: indulgence is 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 and socially conscious
Message architecture
@mbloomstein | #NowWhat15 42
© 2015
Message architecture drives
a consistent user experience,
visually and verbally.
@mbloomstein | #NowWhat15 43
© 2015
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© 2015
Elegant layout and typography
• Spread-to-spread sightlines and flow
• Wider borders
• Layered background images
• Italic titles with initial drop caps
• Serif body copy
@mbloomstein | #NowWhat15 45
© 2015
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© 2015
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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© 2015
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© 2015
Accessible, informative copy
• First-person plural
• Frequent rhetorical asides
• Shorter sentences
• Clear, concrete explanations
@mbloomstein | #NowWhat15 49
Allot budget, choose content types,
and prioritize channels to manifest
the message architecture—
not to just keep up.
@mbloomstein | #NowWhat15 50
Tame the beast not
by looking out,
but first looking in.
THANK YOU!
Frankenstein © Universal Pictures. Little Shop of Horrors © The Geffen Company.
Screen grabs property of their respective owners at time of capture. © 2015 Appropriate, Inc.
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