On Wednesday evening, a group of content professionals and content-curious people gathered at the AllTheContent headquarters in Geneva to talk about Margot Bloomstein’s “Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project” as part of the Content Strategy Geneva Meetup Group. This book is the perfect mix between theory, tools and case studies. The author’s writing is compelling, easy to read and fun. It is a great book to get a Content Strategy book club started.
I moderated the meeting. For the structure of the evening, I have taken inspiration from UX Romandie‘s book clubs in which we had studied Karen McGrane’s “Content Strategy for Mobile” and Erika Hall’s “Just Enough Research”. For those of you interested in doing similar things, Steve Baty has described the history and the methods of UX Book Clubs on Boxes and Arrows (Thanks @gillesdemarty for the link).
To prepare the evening, I have indexed the book around two axis: case studies and deliverables. Case studies have a way to whet people’s appetite for theory. For a long time, they were very few and far between in content strategy. Thanks to Margot Bloomstein among other practitioners, case studies are more numerous and useful now.
Index of case studies
|Adagio||Too many initiatives. Importance of strategy|
|Moo.com||Tone & voice|
|Stonewall Kitchen||Message hierarchy’s deficient|
|Light the hill||User generated content in Academia|
|Johns Hopkins Medicine||Governance|
|Energy.gov||Overhaul 2010-2011, rolling audit, editorial calendar, style guidelines|
|Icebreaker||Storytelling, consistency in voice and tone.|
|TV liscensing||Third-party content, balancing evergreen and timely.|
|Bows’n’Ties||E-commerce, information architecture and content marketing|
|Marketo||SEO from message architecture|
|Federal Reserve||Create a culture of content management, continuous support, content modelling|
|REI (Outdoor gear)||Dynamic CMS, gradual consolidation of IA, UX and content management, expert advice and content marketing.|
|Oregon Health and Science University (OHSU.edu)||Finding willing content owners is long and arduous, editorial ownership, guidelines for templates in the CMS.|
|MINI Cars||Social Media and content strategy, message-architected shareable content, sustainability of content initiatives.|
|Adopt US Kids||Focus on the end goal and most relevant KPIs. Stop the blog, feature a different kid per week, invested in social media.|
|Realtor.org||Content and expertise as assets. Consolidate around few content types.|
I also asked attendees these questions…
- Which case studies did you find especially interesting?
- In your opinion, are there solutions that would be especially hard to implement and what would be the obstacles?
- Where there challenges you already encountered?
- What solutions would you implement?
This evening went splendidly. It allowed me to get introduced to great people and have rich discussions around content. I’ll do my best to keep organising events and advance the craft of content-care in our city.
Stay tuned for more.