When you understand your audience and business, content strategy comes easily. Keep it simple, concise, and friendly.

1. Content Strategy
for Samsung Mobile
Making tech specs simple, concise, and friendly.

2. Shawn Roe
Content Strategist
UX Designer
@kunostories
Portfolio: vultor.com/portfolio

3. Samsung Telecommunications
Korean company.
One of 5 companies under Samsung Electronics.
… which is under the Samsung Group
- does construction, shipbuilding, fashion, insurance… everything.
As of 2012, the largest manufacturer of devices running Google
Android with a 46% market share.*
* http://www.androidauthority.com/samsung-double-market-share-141585/

4. Samsung v Apple
Make every possible phone for
every possible market.
Make the “best” possible phone
(now in 2 sizes).

5. My Task
Create online copy content to be as creative
as possible.
Make the ad copy more interesting and
appealing.
…for multiple, niche-targeted products.

6. But there’s a fine line between…
creative crazy!&

7. Content Strategy
Simple, Concise, and Friendly.

8. Copy Edit This
Want to add fun to your selfies? The Galaxy A5’s
Animated Selfie lets you vividly record your special,
fun moments that can’t completely be shown just with
a photo by making your photos move. Creating
Animated Selfie(GIF) on your Galaxy A5 is a breeze.
Share your GIFs immediately via SNS and show off
your awesome selfies to your friends.

9. Fewer words = Better.
Concise

10. Use Adjectives & Adverbs Sparingly
Want to add fun to your selfies? The Galaxy A5’s
Animated Selfie lets you vividly record your special,
fun moments that can’t completely be shown just
with a photo by making your photos move. Creating
Animated Selfie (GIF) on your Galaxy A5 is a breeze.
Share your GIFs immediately via SNS and show off
your awesome selfies to your friends.

11. Already better.
Want to add fun to your selfies? The Galaxy A5’s
Animated Selfie lets you record your moments that
can’t be shown just with a photo by making your
photos move. Creating Animated Selfie (GIF) on your
Galaxy A5 is a breeze. Share your GIFs via SNS and
show off your selfies to your friends.

12. K.I.S.S.
=
Keep it simple stupid.
Simple

13. Check for Awkward Language
Want to add fun to your selfies? The Galaxy A5’s
Animated Selfie lets you record your moments that
can’t be shown just with a photo by making your
photos move. Creating Animated Selfie (GIF) on your
Galaxy A5 is a breeze. Share your GIFs via SNS and
show off your selfies to your friends.

14. Use the voice of your audience.
Friendly

15. Content Strategy
Who’s my audience?
How will they use my product/service?

16. Gender
Age Range
Female
Male
19 ~ 25
26 ~ 35
55%
45%
33%
27%
Population Info
• Prefer Simple yet Sophisticated Design
• Always stay logged onto SNS
• Love to share status or pictures through SNS
• Often take ‘Selfie’ alone or with friends
Target User Personality

17. Simple. Concise. Friendly.
• record moments that
can’t be shown just with
a photo
• make your photos move.
• is a breeze
• Share GIFs via SNS and
show off to friends.
= need more than 1 photo
= animated
= easy, automatic
= sharable

18. Result
Sometimes you need more than one
photo to show what's going on. The
Galaxy A5’s Animated Selfie lets you
record those longer moments by
snapping up to 20 continuous photos and
automatically creating a sharable GIF
instead of a movie.

19. Thank you.
Content Strategist
UX Designer
@kunostories
Portfolio: vultor.com/portfolio
Shawn Roe