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Workshop

Establishing a Brand-Driven Message Architecture

Trying to manage scope creep? What about seagulling stakeholders? And what content matters most, anyhow?

These questions and other challenges drive content strategy. If you’re a designer planning for content or a developer tailoring the CMS to specific content types, they’re your challenges, too. If you need to empower a team, wrangle a client, and rally everyone around a common vocabulary for your primary navigation, forget your title. It’s time to embrace content strategy, starting with the message architecture.

Brand-driven content strategy complements user-centered design, and this workshop will help you get up to speed on the philosophy, questions, tools, and exercises to implement it. We’ll conduct a hands-on exercise to prioritize communication goals and develop a message architecture—ideal whether you design for the web, mobile apps, social media, or offline experiences. Then use this foundation to learn about a qualitative and quantitative content audit, content types, and editorial style guidelines. We’ll discuss the content opportunities a gap analysis reveals when we use the message architecture as a metric of quality. You’ll leave with the savvy and experience to bring brand-driven content strategy techniques and thinking into your own work.

What you can expect:

  • Learn how—and why—to establish a hierarchy of communication goals in a message architecture with a hands-on exercise
  • Discuss the right questions to ask—and how to ask them—to minimize distracting, off-brand features, like the blog no one has time to update
  • Use a content audit to evaluate content against the message architecture
  • Gain additional tools to keep your projects on track, on time, and on budget