clarity through content strategy
TRANSCRIPT
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@SCOTTKUBIE
CLARITY THROUGH CONTENT STRATEGY
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@SCOTTKUBIE
If you wish to make an apple pie from scratch, you must first invent the universe.
- Carl Sagan
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@SCOTTKUBIE
Novak, J. D. & A. J. Cañas, The Theory Underlying Concept Maps and
How to Construct and Use Them, Technical Report IHMC CmapTools 2006-01
Rev 01-2008, Florida Institute for Human and Machine Cognition, 2008
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
CONTENT STRATEGY IS A 1. DISCIPLINE2. PLAN3. ROLE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
adaptive content
structured content
product content
narrative UXcontent marketing
website strategy
editorial strategyuser interface writing
CMS strategy
SEO
intelligent content
personalized content
web writing
accessibility UX
IA
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
governance model
audit plancontent marketing
migration plan
editorial calendar
reviews and approvals
production training
CMS requirements
metadata schema
taxonomy
controlled vocabulary
core strategy statement
sitemaps
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
production planning
writing
editinguser research
tagging and categorizing
authoring guidelinesmaking style guides
conducting inventories
conducting audits
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Hooray! I’m a content strategist.
Congrats! You’re a content
strategist.
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Hooray! I’m a content strategist.
Congrats! You’re a content
strategist.
Now what? Now what?
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Hello, I’m a content
strategist.
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Hello, I’m a content
strategist. No, you’re not, we’re doing
content strategy.
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Let’s talk content!
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Where are the wireframes?
Let’s talk content!
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Why are we doing this?
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Why are we doing this?
Because reasons!
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Who is this for?
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Who is this for?
Everyone!
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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Who is this for?
but srsly tho
Everyone!
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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That’s up to sales.
Because [executive]
said so.
That’s up to the PM.
I never thought to
ask.
????????????????????????????
??????????
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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What’s with all the questions,
guy?
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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ARE WE ASKING THE RIGHT QUESTIONS?
ARE WE SOLVING THE RIGHT PROBLEMS?
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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NEVER DELEGATE UNDERSTANDING.- Charles Eames
CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
business
VISION
MISSION
TARGETS
product
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
business
VISION VOICE
MISSION MESSAGE
TARGETS TONE
brand
product content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
business
VISION VOICE
MISSION MESSAGE
TARGETS TONE
brand
ORGANIZATION
product content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
business
VISION VOICE
MISSION MESSAGE
TARGETS TONE
brand
ORGANIZATION
PROJECT
product content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
business
VISION VOICE
MISSION MESSAGE
TARGETS TONE
brand
ORGANIZATION
PROJECT
CONTEXT
product content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION VOICEORGANIZATION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
A VISION IS REALIZED
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
A VISION IS REALIZEDCLEAR VISIONS ARE AMBITIOUS
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
When you don’t know what you believe, everything becomes an argument.
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VOICE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VOICE
A VOICE IS FOUND
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VOICE
A VOICE IS FOUNDCLEAR VOICES ARE CONSISTENT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VOICE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION VOICEORGANIZATION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION VOICEVision statement Team charter Core strategy statement Creative brief Elevator pitch Canvases and frameworks Stakeholder interviews
ORGANIZATION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION VOICEVision statement Team charter Core strategy statement Creative brief Elevator pitch Canvases and frameworks Stakeholder interviews
Voice architecture
Style guidelines
Content auditing
Product names and visual branding
ORGANIZATION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION VOICEORGANIZATION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION MESSAGEPROJECT
VISION VOICEORGANIZATION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION MESSAGEPROJECT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION
A MISSION IS PLANNED
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION
A MISSION IS PLANNEDCLEAR MISSIONSHAVE AN OWNER
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MESSAGE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MESSAGE
A MESSAGE IS ARTICULATED
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MESSAGE
A MESSAGE IS ARTICULATED
CLEAR MESSAGESHAVE STRUCTURE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MESSAGE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION MESSAGEPROJECT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION MESSAGEPROJECT
Content inventory
RACI chart
MoSCoW chart
Detailed specifications
Sitemaps
Content modeling
Project briefs
Wireframes and prototypes
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION MESSAGEPROJECT
Content inventory
RACI chart
MoSCoW chart
Detailed specifications
Sitemaps
Content modeling
Project briefs
Wireframes and prototypes
Content auditing
Core Model / Core + Paths
Messaging framework
Content templates
Content libraries
Cowriting
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
MISSION MESSAGEPROJECT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS TONECONTEXT
MISSION MESSAGEPROJECT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS TONECONTEXT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS
TARGETS ARE CHOSEN
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS
TARGETS ARE CHOSENCLEAR TARGETSARE SPECIFIC
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TONE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TONE
TONE IS RESPONSIVE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TONE
TONE IS RESPONSIVE
CLEAR TONE ISAPPROPRIATE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TONE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TONE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS TONECONTEXT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS TONECONTEXT
Prioritized audiences
Ecosystem map
Analytics
A/B testing
User interviews
User understanding matrix
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS TONECONTEXT
Prioritized audiences
Ecosystem map
Analytics
A/B testing
User interviews
User understanding matrix
Personas
Empathy mapping
Usability testing
Style guidelines
Audit criteria
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
TARGETS TONECONTEXT
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
business
VISION VOICE
MISSION MESSAGE
TARGETS TONE
brand
ORGANIZATION
PROJECT
CONTEXT
product content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VOICE
MESSAGE
TONE
brand
content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VOICE
MESSAGE
TONE
brand
content
who you are
what you say
how it comes across
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VOICE
MESSAGE
TONE
brand
content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
business
MISSION
TARGETS
product
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
business
MISSION
TARGETS
product
what you want
what you’re doing
where you talk about it(and with whom)
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
business
MISSION
TARGETS
product
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIETHE VMT FRAMEWORK
VISION
business
VOICE
MISSION MESSAGE
TARGETS TONE
brand
ORGANIZATION
PROJECT
CONTEXT
product content
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
CONTENT STRATEGY IS A 1. DISCIPLINE 2. PLAN 3. ROLE
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
production planning
writing
editinguser research
tagging and categorizing
authoring guidelinesmaking style guides
conducting inventories
conducting audits
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CLARITY THROUGH CONTENT STRATEGY @SCOTTKUBIE
facilitation
coordinationalignment
outreach advocacy training
meeting planning
wireframing
prototyping
visualization
product management
lean methodologiesmaking a business case
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@SCOTTKUBIE
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@SCOTTKUBIE
Strategy never speaks for itself.
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CLARITY THROUGH CONTENT STRATEGY
@SCOTTKUBIE
Slides and links at: http://kubie.link/claritycs