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Delight Workshop: Aligning Execution with your Communication Goals

Margot Bloomstein
Margot Bloomstein

Before you plan content marketing, step back to your content strategy and communication goals. What does your brand stand for and how can you consistently prioritize that across channels and content types? In a world of noisy communication and misplaced attention, customers and clients alike often describe consistent communication that meets their expectations as the starting point for delight. From exercises and case studies through tactical tools, like a content audit, youll learn how to bring a message architecture-driven content strategy back to your own brand and process. Presented at Delight 2013, October 7, 2013, #DelightFTW, in Portland. The first half of a joint content strategy and content marketing workshop with Robert Rose.

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Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
If these emails are boring you and you dont mind missing out on all the lip-smackin stuff well 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.
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals
Delight Workshop: Aligning Execution with your Communication Goals

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Editor's Notes

  1. Tactile engagement with brand attributesIdentify conflicting priorities
  2. Tactile engagement with brand attributesIdentify conflicting priorities
  3. Tactile engagement with brand attributesIdentify conflicting priorities
  4. These differ from the brand values, which speak more to the company
  5. Prioritized and translated for action (actionable)
  6. Prioritized and translated for action (actionable)
  7. Prioritized and translated for action (actionable)
  8. Prioritized and translated for action (actionable)
  9. Offbeat fact about an historic place: connections between speeches by both Kennedy and Kerry.
  10. Compare to brand like Ellen known as goofy/zany. She jokes about a Boston accentand in a way that the History channel just cant.
  11. Right for an academic brand
  12. Right for a fun brand
  13. Prioritized and translated for action (actionable)
  14. Tactile engagement with brand attributesIdentify conflicting priorities
  15. Tactile engagement with brand attributesIdentify conflicting priorities
  16. Tactile engagement with brand attributesIdentify conflicting priorities
  17. Tactile engagement with brand attributesIdentify conflicting priorities
  18. Tactile engagement with brand attributesIdentify conflicting priorities
  19. Tactile engagement with brand attributesIdentify conflicting priorities
  20. Tactile engagement with brand attributesIdentify conflicting priorities
  21. Tactile engagement with brand attributesIdentify conflicting priorities
  22. Tactile engagement with brand attributesIdentify conflicting priorities
  23. Tactile engagement with brand attributesIdentify conflicting priorities
  24. Tactile engagement with brand attributesIdentify conflicting priorities
  25. Tactile engagement with brand attributesIdentify conflicting priorities
  26. Tactile engagement with brand attributesIdentify conflicting priorities
  27. Tactile engagement with brand attributesIdentify conflicting priorities
  28. Do people even like it? (Check analytics!)