Building a product content strategy practice

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The document outlines Alaine Mackenzie's experience building a content strategy practice at Shopify. It describes some of the challenges faced, such as a lack of understanding of content strategy. The key strategies that helped overcome these challenges were to listen to understand others' needs, focus on quick wins for other teams, constantly communicate accomplishments, and educate and empower others through training and self-serve resources rather than taking full control. The overall message is that building a new practice requires patience, communication and empowering others rather than acting alone.

Technology

PRODUCT CONTENT
STRATEGY
Building a practice at Shopify
 
 
uxpa.org/sessionsurvey?sessionid=291
#uxpa2016

OH HI
I’m Alaine (ah-LEN) Mackenzie 
Content strategy lead at Shopify
@alainemack

WEB CONTENT VS. PRODUCT CONTENT
• Strategy presentations
• Reports, so many reports
• Governance plans
• CMS workflows
• Content templates
• Interface content
• Microcopy
• User flows
• Wireframe sketches
• Github?!

WHAT WE DID
Get to know people (and what they want)
Focus on quick wins (for other people)
Do things, tell people (all the time)
Educate and empower (don’t take over)

1. GET TO KNOW PEOPLE
(and what they want)

2. FOCUS ON QUICK WINS
(for other people)

3. DO THINGS, TELL PEOPLE
(all the time. Seriously. All. The time.)

4. EDUCATE AND EMPOWER
(don’t take over)

EDUCATE AND EMPOWER
Training
Self-serve resources

TRAINING
Never stop training
Never ever
You’re never done

SELF-SERVE RESOURCES
• Voice and tone guide
• Editorial style guide
• Vocabulary list
• Automated testing of style guide standards
• Content templates for common UI elements
• Content “playbook” with processes and tools

HARD THINGS ARE HARD
Buy-in
Hiring
Awareness
Education
Quality
Consistency

THE END.  
I MEAN IT THIS TIME.
medium.com/shopify-ux
@alainemack
Also we’re hiring! Come and chat. 
shopify.com/careers

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1. PRODUCT CONTENT STRATEGY Building a practice at Shopify     uxpa.org/sessionsurvey?sessionid=291 #uxpa2016

2. OH HI I’m Alaine (ah-LEN) Mackenzie  Content strategy lead at Shopify @alainemack

3. SHOPIFY

4. TODAY

5. ONCE UPON A TIME

6. WHAT IF

7. OTTAWA

8. OTTAWA

9. CHAOS ENSUES

10. WEB CONTENT VS. PRODUCT CONTENT • Strategy presentations • Reports, so many reports • Governance plans • CMS workflows • Content templates • Interface content • Microcopy • User flows • Wireframe sketches • Github?!

11. OH GREAT, A COPYWRITER!

12. WELL, SHIT.

13. SO THEN

14. WHAT WE DID Get to know people (and what they want) Focus on quick wins (for other people) Do things, tell people (all the time) Educate and empower (don’t take over)

15. 1. GET TO KNOW PEOPLE (and what they want)

16. LISTEN, DON’T TALK

17. 2. FOCUS ON QUICK WINS (for other people)

18. SUCCESS! KIND OF.

19. 3. DO THINGS, TELL PEOPLE (all the time. Seriously. All. The time.)

20. BE A BROKEN RECORD

21. SUCCESS!

22. …KIND OF.

23. WELL, SHIT.

24. 4. EDUCATE AND EMPOWER (don’t take over)

25. EDUCATE AND EMPOWER Training Self-serve resources

26. TRAINING Never stop training Never ever You’re never done

27. SELF-SERVE RESOURCES • Voice and tone guide • Editorial style guide • Vocabulary list • Automated testing of style guide standards • Content templates for common UI elements • Content “playbook” with processes and tools

28. YOU CAN DO THIS! (let us help you)

29. SUCCESS!!

30. …KIND OF. But slightly more so?

31. THE END. KIND OF.

32. HARD THINGS ARE HARD Buy-in Hiring Awareness Education Quality Consistency

33. THE MORAL OF THE STORY

34. WHAT WE DID Get to know people (and what they want) Focus on quick wins (for other people) Do things, tell people (all the time) Educate and empower (don’t take over)

35. THE END.   I MEAN IT THIS TIME. medium.com/shopify-ux @alainemack Also we’re hiring! Come and chat.  shopify.com/careers

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