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Building a product content strategy practice

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We all know that content is an integral part of a product’s user experience. And in the past decade, content strategists have become an important part of many web user experience teams. So why are so many product companies still missing out on content strategy?

That’s what we wanted to know at Shopify. So we started a content strategy team. Find out what worked for us, what failed miserably, and what happened in between.

You’ll learn why your product team needs dedicated content strategists, and how to integrate content strategy into the user experience practice you already have. No (budget for) content strategists? You’ll also learn how your UX team can create better product content right this minute, even if you don’t have the luxury of a dedicated content team (yet).

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Building a product content strategy practice

  1. 1. PRODUCT CONTENT STRATEGY Building a practice at Shopify 
 
 uxpa.org/sessionsurvey?sessionid=291 #uxpa2016
  2. 2. OH HI I’m Alaine (ah-LEN) Mackenzie
 Content strategy lead at Shopify @alainemack
  3. 3. SHOPIFY
  4. 4. TODAY
  5. 5. ONCE UPON A TIME
  6. 6. WHAT IF
  7. 7. OTTAWA
  8. 8. OTTAWA
  9. 9. CHAOS ENSUES
  10. 10. WEB CONTENT VS. PRODUCT CONTENT • Strategy presentations • Reports, so many reports • Governance plans • CMS workflows • Content templates • Interface content • Microcopy • User flows • Wireframe sketches • Github?!
  11. 11. OH GREAT, A COPYWRITER!
  12. 12. WELL, SHIT.
  13. 13. SO THEN
  14. 14. WHAT WE DID Get to know people (and what they want) Focus on quick wins (for other people) Do things, tell people (all the time) Educate and empower (don’t take over)
  15. 15. 1. GET TO KNOW PEOPLE (and what they want)
  16. 16. LISTEN, DON’T TALK
  17. 17. 2. FOCUS ON QUICK WINS (for other people)
  18. 18. SUCCESS! KIND OF.
  19. 19. 3. DO THINGS, TELL PEOPLE (all the time. Seriously. All. The time.)
  20. 20. BE A BROKEN RECORD
  21. 21. SUCCESS!
  22. 22. …KIND OF.
  23. 23. WELL, SHIT.
  24. 24. 4. EDUCATE AND EMPOWER (don’t take over)
  25. 25. EDUCATE AND EMPOWER Training Self-serve resources
  26. 26. TRAINING Never stop training Never ever You’re never done
  27. 27. SELF-SERVE RESOURCES • Voice and tone guide • Editorial style guide • Vocabulary list • Automated testing of style guide standards • Content templates for common UI elements • Content “playbook” with processes and tools
  28. 28. YOU CAN DO THIS! (let us help you)
  29. 29. SUCCESS!!
  30. 30. …KIND OF. But slightly more so?
  31. 31. THE END. KIND OF.
  32. 32. HARD THINGS ARE HARD Buy-in Hiring Awareness Education Quality Consistency
  33. 33. THE MORAL OF THE STORY
  34. 34. WHAT WE DID Get to know people (and what they want) Focus on quick wins (for other people) Do things, tell people (all the time) Educate and empower (don’t take over)
  35. 35. THE END. 
 I MEAN IT THIS TIME. medium.com/shopify-ux @alainemack Also we’re hiring! Come and chat.
 shopify.com/careers

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