The document discusses managing content processes and provides strategies for implementing content management successfully. It recommends (1) putting content at the core by developing a content strategy, (2) finding what is realistic given constraints, and (3) setting people up for success through training, tools and clarifying processes. Treating content as a parallel process to design is key to creating better content with less pain.
26. ‘‘Content Vision
Deliver accurate, relatable content
about all facets of college life—helping
overwhelmed students find college
matches that make them feel prepared
and excited.
27. ‘‘Content Vision
Deliver accurate, relatable content
about all facets of college life—helping
overwhelmed students find college
matches that make them feel prepared
and excited.
28. ‘‘Content Vision
Deliver accurate, relatable content
about all facets of college life—helping
overwhelmed students find college
matches that make them feel prepared
and excited.
29. ‘‘Content Vision
Deliver accurate, relatable content
about all facets of college life—helping
overwhelmed students find college
matches that make them feel prepared
and excited.
30. ‘‘Content Vision
Deliver accurate, relatable content
about all facets of college life—helping
overwhelmed students find college
matches that make them feel prepared
and excited.
31. ‘‘Content Vision
Deliver accurate, relatable content
about all facets of college life—helping
overwhelmed students find college
matches that make them feel prepared
and excited.
32. Content Principles
Keep it simple
Students have a lot going on: courses, clubs, jobs,
and sports. Make life easier, not more stressful.
Go beyond the books
Cover every aspect of college life—from majors to
school spirit to social life.
Empower, don’t advise
Provide clear, complete information that helps
students make their own choices.
52. Does not support
the core content or
align with the
brand.
Serves our core
content needs or
aligns with the
brand.
53.
54.
55. Redundant/
wasted space!
I’ve already
clicked “Buy
a Home.”
Confusing—
simpler and
less similar
labels needed.
Clear CTA
options and
nicely
prioritized on
the page.
Labels for
loans,
calculators,
etc. are easy to
understand.
Why are so
many
headlines Qs?
Doesn’t inspire
confidence.
57. Partnership Profile
SUMMARY
2-3 sentences that provide a brief introductory summary of the partnership and the partner organization. These should be
around 40 words.
DESCRIPTION
The complete partnership content. Do not repeat the content from the summary. Explain the programs underway, what the
partnership looks like, how is collaboration happening, when the partnership started, etc.
Overview (2-3 sentences)
About the partner (3-4 sentences)
About our partnership (3-4 sentences)
O R G A N I Z A T I O N
Structured Content
Writing Practice
N A M E
ANATOMY OF PRODUCT CONTENT
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PRODUCT NAME
POSITIONING STATEMENT
MARKETING HEADLINE
ALT HEADLINE
MARKETING PARAGRAPH 1: INTRO
MARKETING PARAGRAPH 2: PROFILE
BULLET POINTS
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REQUIRED. Always include the model
number, if one exists.
100 CHAR // REQUIRED. The “elevator pitch”—a
single line that tells us what the point of
the product is. Be translatable and
approachable, not awkward.
50 CHAR // OPTIONAL. Be short, punchy, and
creative, but focus on the customer. Used
in marketing material (e.g. advertising).
180 CHAR // REQUIRED. Answer the question,
“Why would I buy this product?” Be
conversational, translatable, and benefits-
focused. Use search keywords. Must be
able to stand alone, while also naturally
leading into the marketing profile.
180 CHAR // REQUIRED. Describe who and what
the product is good for, focusing on the
user experience. Make sure this flows after
the marketing intro.
50 CHAR // OPTIONAL. If you include a
headline, you must include an alt version
for markets that can’t use creative copy.
This should be engaging, but
straightforward and literal.
80 CHAR/BULLET // REQUIRED. Use minimum of
2 bullets for simple products, up to 8 for
more complex items. Describe a single
feature or essential spec per bullet.
Use active voice and simple language to
make each bullet as short as possible. Be
translatable and conversational.
A quick guide to producing on-brand, CMS-ready content.
72. • Align around goals and standards
• Partner across groups or roles
• Trade off writing
• Ask questions of each other’s work
• Share with the whole room
• Gather feedback from other teams