Interest has several diﬀerent purposes,
most of all, it’s a human need Interest is about filling knowledge gaps and making connections Ongoing interest requires increasing complexity Sharing and storytelling take interest to the next level
5 things you can do
Get yourself interested: know your stuﬀ Focus on helping people: be a “content concierge” Find the information gaps and decide which to fill (goal oriented, action oriented, entertainment oriented) Make it easy: comprehension is the hinge between interest and confusion Talk, teach, listen, and learn: asking for feedback helps you tell more interesting stories
Getting quality user generated content
is hard. When websites rely on user generated content, it can be a real challenge to get users to submit the caliber of content you need (think about ideal Yelp reviews, they're helpful, witty, well-written, provide supporting details, etc.).
We can help! As information
designers, we can shape the content submission process to encourage higher quality user generated content by providing smart examples and establishing constraints.
How we can help... Shine
a light on great examples and users Give users sample copy Provide illustrative or instructional inline help copy Create helpful resources, like tips and how-tos Develop safeguards (i.e. community dos & don'ts) Pre-determined choices to choose from like dropdown menu items, radio buttons, required fields, etc.
Bonus: Hiring Evaluation Test For
those of you looking to hire content strategists in the near future, Rebekah has turned Vanessa’s awesome in-session exercise from Confab into a sweet little test for potential hires that measures a candidate’s: Creativity and flexibility Strategic thinking and empathy for users Ability to communicate their ideas with developers & designers Writing skills (including microcopy!) Basic user flow and UX sensibilities If you want all the details, shoot a message to: firstname.lastname@example.org
To the customer, all content
is company content. ey don’t care who it’s coming from within the company; they care about how it speaks to them.
Omnichannel provides content at every
customer channel and considers time, manner, and place. It includes physical, digital, in-store, and person to person interactions. Customers do not experience a brand in just one channel.
Customer journeys are the engine
behind personalization and the key to designing an omnichannel experience. ey provide opportunities to personalize and clarify which types of content are most eﬀective for each segment of your audience.
What the hell is customer
journey? Harvard Business Review’s got you covered: http://blogs.hbr.org/cs/2010/11/ using_customer_journey_maps_to.html