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Content Strategy:
A Primer
Katie Del Angel
January 23, 2020
2
A few definitions01
Tonight’s
roadmap
3
Examples in the wild02
Deliverables, artifacts, and
activities—oh my!
03
Tools of the trade04
05 Resources for later
4
● Content strategy
● Content marketing
● Copywriting
● UX writing
● Product content strategy
… and more! 😜
A few words you’ll hear today:
5
But first… what is content?
�� �� ��
6
7
Sure—blogs are a
type of content…
8
“[Away] made a relatively boring
necessity into an enviable statement
piece at an affordable price.”
Content marketing is a MARKETING TECHNIQUE of
creating and distributing relevant and valuable content
to attract, acquire, and engage a clearly defined and
understood target audience — with the objective of
driving profitable customer action.
9
— Robert Rose, Content Marketing Institute
This is content marketing.
● Thinking about multi-channel campaigns is
exciting to you (blog posts→ videos→ events→
reports, etc.).
● You want to see measurable impact from the work
you plan and create.
● You have an editorial mindset—always looking for
ways to tell the brand story to draw in new and
existing customers.
10
You might enjoy content marketing if:
11
Content marketing ≠ content strategy
Content strategy plans for the
creation, delivery, and
governance of useful, usable
content.
12
— Kristina Halvorson, Brain Traffic
13
Content strategy is just
content planning.
— Elizabeth McGuane, Shopify
14
“Content is really just
INFORMATION.”
Me
15
Content in
commerce
● Taxonomy, navigation, information
architecture
● User generated content
● Brand value prop
● Content modelling
16
Content in
gov
● Voice & tone
● Interactive or dynamic content
● Related content & microcopy
17
Content in
journalism
● Localized content
● Tags and labels
● IA
18
Content in
apps
● Interface content & microcopy
● Content models & templates
19
Content in
B2B
● Information architecture
● Message hierarchy
● Iconography
20
Copywriting ≠ content strategy
21
Content in
B2B
So who’s
actually writing
this stuff??
Copywriting produces content to build awareness and
attract customers — usually in advertising or
marketing materials.
22
This is a function of copywriting.
— Blanca Rego (@lauxcritora)
● Campaigns are exciting to you; you want to build
energy around a product or service.
● You’re interested in writing for different formats
and mediums (websites, print, digital ads, social,
radio scripts…)
● You enjoy thinking out of the box to deliver
persuasive content.
23
You might enjoy copywriting if:
Content strategy plans for the
creation, delivery, and
governance of useful, usable
content.
24
— Kristina Halvorson
25
26
Copywriting ≠ UX writing
“UX writing is the art of crafting the texts that
appear throughout the interface of digital
products (websites, mobile apps, etc.)”
27
— UX Planet
28
Content in
apps
● Interface content & microcopy
● Content models & templates
29
● Compelling and concise
● User friendly, context-appropriate, on-brand
● Facilitative; empowering
30
Create content that is:
31
UX writing ≈ content design
“Good content design allows people to do or
find out what they need to … simply and
quickly using the most appropriate content
format available. ”
32
— Gov.UK
● You are interested in leaning into the design
and/or product world.
● You want to help people navigate digital
experiences better with content they understand.
● You think about interactions throughout a user
journey, not transactions at the end of the sales
funnel.
33
You might enjoy UX writing or content design if:
34
Content strategy for products
“Product content strategists plan and create
INTERFACE content for software products on
web and mobile.
We focus on the hierarchy, flow, and structure
of information in an experience, so people can
quickly understand and use products. ”
35
— Biz Sanford, Shopify
36
37
38
“Spotify is a digital music service that gives you access to millions of songs.”
USER EXPERIENCE
● How is web connected to
app?
● When and where can users
choose their local
preference?
● What are the elements of a
user profile we retain
across channels?
39
CONTENT MARKETING
● How do we optimize
content for audience and
search engines?
● How can we describe the
product in a clear and
compelling way?
● What new stories can we
tell to keep our customers
engaged with our brand?
40
(PRODUCT) CONTENT
STRATEGY
● What information should
live on every artist page?
● How do we prioritize
different types and formats
of content about an artist?
● What are the primary
actions a user might want
to take to engage with the
artist (page)?
41
UX WRITING
● How do we prioritize user
tasks?
● What are the most clear,
concise labels for content
elements?
● How will content work
across browser, mobile, or
other mediums?
42
COPYWRITING
● How do we effectively
share what Spotify is
about?
● What potential customers
might come to our
website? What do they
need to know about us?
43
Artifacts and deliverables
44
https://www.slideshare.net/KMcGrane/why-ux-design-needs-content-strategy/49
Core goals &
common
deliverables/
activities
45
01 02 03 04
PLAN ANALYZE CREATE GOVERN
Message
architecture
Voice & tone
guidelines
Persona
development
Competitive analysis
UX/Content brief(s)
Align business
goals + user
needs
Content inventory &
audit
SEO analysis
Terminology
definition
Journey maps
Tree testing/card
sorts
Explore dependencies,
scope, and context
UI copy
(names/labels, etc.)
Site map
Error messages
Metadata
framework
Onboarding content
Copy doc/templates
Help docs
Define, polish, and
edit around
content elements
Content testing plan
Editorial calendar
Style guide
SEO plan
Audit, test, and
maintain content
Core goals &
common
deliverables/
activities
46
01
PLAN
Message
architecture
Voice & tone
guidelines
Persona
development
Competitive analysis
UX/Content brief(s)
Align business
goals + user
needs
https://contentmarketinginstitute.com/2016/12/content-strategy-kit-marketers/
Core goals &
common
deliverables/
activities
47
02
ANALYZE
Content inventory &
audit
SEO analysis
Terminology
definition
Journey maps
Card sorts
Tree testing
Explore dependencies,
scope, and context
Capture & audit scope of what exists
Explore how people would expect to find information
Core goals &
common
deliverables/
activities
48
03
CREATE
UI copy
(names/labels, etc.)
Site map
Error messages
Onboarding content
Copy doc/templates
Help docs
Define, polish, and
edit around
content elements
Core goals &
common
deliverables/
activities
49
04
GOVERN
Content testing plan
Editorial calendar
Style guide
SEO plan
Audit, test, and
maintain content
50
Some useful tools
51
Brand message
hierarchy
GREAT FOR:
52
Content inventory
(web content)
Content audit
GREAT FOR:
53
Usability testing
User card sorts
Information
architecture
GREAT FOR:
54
Wireframes
User flows
Journey maps
IA work
GREAT FOR:
55
Wireframes
Hi-fi mockups
Prototyping
Content & design
collaboration
(REAL TIME 🙌🏼)
GREAT FOR:
56
A few favorites
57
Other resources
Content Strategists
content-ux.slack.com
ux.shopify.com
Thanks!
APPENDIX
59
60
WHEN BAD
CONTENT
HAPPENS TO
GOOD PEOPLE
61
62
63
● https://www.uxmatters.com/mt/archives/2015/11/creating-good-user-experiences-b
y-focusing-on-content.php
● https://www.slideshare.net/KMcGrane/why-ux-design-needs-content-strategy/66
● https://www.smashingmagazine.com/2018/03/creating-a-ux-strategy/
● http://www.clevegibbon.com/content-modeling/elements-of-a-content-model/
● https://uxplanet.org/copywriting-for-interfaces-types-of-copy-in-web-and-mobile-ui-
6326f92865f8
● https://tubikstudio.com/user-experience-tips-ux-writing/
● https://uxplanet.org/microcopy-tiny-words-with-a-huge-ux-impact-90140acc6e42
● https://ux.shopify.com/product-content-at-each-stage-of-a-project-55195190d8b5
●
●
Good links
64

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