PHX Content Strategy Lightning Talks with

MICHELLE REYES UX/UI Designer for Zula Inc.

SOME BACKGROUNDI was once a copywriter, but…

Spelling is not my fort^e

I love experience design more, and

I’M NOT A CONTENT STRATEGISTBUT I PLAY ONE ON THE WEB

WAYS TO DESIGNWITH CONTENT IN MIND

1KNOW YOUR AUDIENCE

TREAT THEM LIKE PEOPLE NOT DEMOGRAPHICS

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Empathizing with your customers allows you to see beyond age and occupation. You can glean motivation

and understand consumer behavior.

Personas are a good start when trying to get into your users’ heads.

TREAT THEM LIKE PEOPLE NOT DEMOGRAPHICS

To build a solid profile, you should try to tell a more intricate narrative that taps into their pain points and roots

out their core needs, thus creating a more holistic view.

ESTABLISH USER GOALS

Pinpointing the goals of your users will cut out the guess work and provide you with a roadmap for your content

and user experience.

NO TWO USERS ARE ALIKE HOW WILL YOU PROVIDE?

CONSIDER MULTIPLE CONTENT TYPES

Some users require more information before they will commit. Content diversity will enable you to reach a broader audience.

Content Mix Suggestions:• Videos

• Product overview bullet points

• Customer testimonials

• Case studies

• Blog posts

• Press

2TO THINE OWN BRAND BE TRUE

VOICE AND TONE HELP INFLUENCE DESIGN

If your brand were a person, how would they be described? Select a few adjectives and use them as

building blocks for the voice and tone of your content and the visualization of your brand.

Once you identify and solidify brand perception, have the experience, copy, and design match accordingly.

BUILD BRAND TRUST THROUGH CONTINUITY

Whether consciously or unconsciously, consumers notice when your voice and design don’t match. Fonts, colors, and

images say just as much about your brand as the copy.

3BE WHERE YOUR

USERS ARE

CONSIDER THE PLATFORM

When creating content and a user experience, platform awareness is key to making your users happy no matter

where they make contact.

BE MINDFUL OF TIME

With content overload and fast internet, everyone’s attention spans are short. Messaging should be concise and served

where it can make the most impact.

CONSIDER THE SOURCE

No matter where your user is coming from, the experience should be helpful every time.

They won’t always come directly to your home page, so make sure there is a clear path for them to convert.

BUY

Whether they are window shopping or ready to buy, always set the user up for success.

WHAT I HOPE YOU LEARNED

✓ Treating your users like people makes for a more informed experience

✓ Use brand voice and tone as your north star

✓ Platform as well as state of mind should dictate how and where you market