Because YOU have to be interested in
something before you can make it
interesting to others.
Interest has several diﬀerent purposes,
most of all, it’s a human need
Interest is about filling knowledge gaps and
Ongoing interest requires increasing
Sharing and storytelling take interest to
the next level
“Comprehension is the hinge
between interest and confusion."
- Paul J. Silvia
Exploring the Psychology of Interest
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
Talk, teach, listen, and learn: asking for feedback helps you
tell more interesting stories
Getting quality user generated content
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
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:
Content Strategy for
the Customer Journey
To the customer, all content is
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:
What startups can
teach us about