How content strategy can make your design shine

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At the Inspire Conference in Leiden, The Netherlands, Shelly Bowen of Pybop talks about 5 ways content strategy can make your design shine. For more information for designers on content strategy, go to http://www.pybop.com/2012/12/content-strategy-design-shine/

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How content strategy can make your design shine

  1. 1. Shelly Bowen | @shelbow | shelly@pybop.com
  2. 2. What does a content strategist do?CORE MESSAGING STRATEGY Story Pybop, LLC
  3. 3. Story• Characters • Target audience• Conflict • Needs/Wants• Journey • User Path• Resolution • Action Pybop, LLC
  4. 4. 5 WAYS Content StrategyCan Help Your Design Shine Pybop, LLC
  5. 5. Pybop, LLC
  6. 6. Pybop, LLC
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  9. 9. navigation navigation nav nav nav Tagline Goes Here 13
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  11. 11. Pybop, LLC
  12. 12. AD GOES HERE Pybop, LLC
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  14. 14. Pybop, LLC
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  20. 20. 5 WAYS Content Strategy Can Help Your Design ShineFEED YOUR CREATIVITY PRIORITIZE SHOW VALUE DISCOVER EVOLVE 27
  21. 21. Questions to Ask Your Content Strategist• Characters: Can you describe our primaryaudience? Secondary?• Conflict: What do they want/need?• Journey: Where are they coming from andwhere do they need to go first? After that?• Resolution: What action should they take tomake them happy?• Alignment: Do these answers align withbusiness objectives?Tools: tinyurl.com/design-shine Pybop, LLC
  22. 22. Story Character: She loves fine food, cooking, and entertaining. She’s someone who believes s/he has fine tastes. She wants quality ingredients. Resolution: Establish loyalty Conflict: She Journey: She’s just with brand and wants to impress back from SF, where order the righther friends and pair she visited the store. chocolatethe right beverages She needs to online. Show offwith her baking for remember what she skills and enter a party. likes and get more. contest. Pybop, LLC
  23. 23. THANK YOU! Tools: tinyurl.com/design-shineShelly Bowen | @shelbow | shelly@pybop.com

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