A workshop presented byCarolBarnum, Ph.D.Director,User Research
Me About me• Director, User Research• ProfessorEmeritus, SouthernPolytechnic• Author, 6 books, 50+articles• Trainer, conte...
For the next 2 hours . . .
• Learn strategies for writing customer-focusedcontent• Use these strategies with current content• Apply strategies to cre...
• Focus on your user• Engage in conversation with your user• Design structure for conversation• Transform content to conve...
Who is your user?
City of Atlanta InnovationDelivery Team
• It starts with your site visitor• Users want to grab and go• Many sites are "virtual file cabinets""Rummage around becau...
Harvard Business School marketing professor Theodore Levitt
• Understand conversations your visitors wantto have• Engage in the conversation to keep theminterested• Meet their goal ....
Your site visitor =the other side ofthe conversationYour site = youone side of theconversationWhat’s the conversation?
City of Atlanta InnovationDelivery TeamWhat’s the problemwith this form?
I am writing this content so that ____________(who?)can ________________ (what?).Start with your purpose
• Experience, expertise• Key phrases/quotes• Emotions• Values• Technology• Social and cultural environment, language• Demo...
What’s theconversation?
Follow these guidelines– Create consistent patterns– Align elements on a grid– Keep active space in your content– Beware o...
• Think about your user’s questions• Answer your user’s questions• Break text into short sections• Use clear headings• Sta...
• Part 1 – 30 minutes – writing teams form– Business and Residents tabs– Checklist of strategies to redesign content• Part...
Two books tell you moreThe key resource for this workshop! When you’re ready to test the content
• Contact carolbarnum@uxfirm.com• Visit our website www.uxfirm.comFor more conversation. . .
Strategies for writing customer focused web content
Strategies for writing customer focused web content
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Strategies for writing customer focused web content

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A seminar and workshop for city government content creators

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Strategies for writing customer focused web content

  1. 1. A workshop presented byCarolBarnum, Ph.D.Director,User Research
  2. 2. Me About me• Director, User Research• ProfessorEmeritus, SouthernPolytechnic• Author, 6 books, 50+articles• Trainer, contentstrategy, UX, technical &professionalwriting, globalstrategies
  3. 3. For the next 2 hours . . .
  4. 4. • Learn strategies for writing customer-focusedcontent• Use these strategies with current content• Apply strategies to create content that is:– User friendly– Efficient– Goal-oriented– Useful, usable, desirableOur goals
  5. 5. • Focus on your user• Engage in conversation with your user• Design structure for conversation• Transform content to conversationOur agenda – first hour
  6. 6. Who is your user?
  7. 7. City of Atlanta InnovationDelivery Team
  8. 8. • It starts with your site visitor• Users want to grab and go• Many sites are "virtual file cabinets""Rummage around because we assumeyou are looking for documents"Content = Conversation
  9. 9. Harvard Business School marketing professor Theodore Levitt
  10. 10. • Understand conversations your visitors wantto have• Engage in the conversation to keep theminterested• Meet their goal . . . and yoursTo create great web content . . .
  11. 11. Your site visitor =the other side ofthe conversationYour site = youone side of theconversationWhat’s the conversation?
  12. 12. City of Atlanta InnovationDelivery TeamWhat’s the problemwith this form?
  13. 13. I am writing this content so that ____________(who?)can ________________ (what?).Start with your purpose
  14. 14. • Experience, expertise• Key phrases/quotes• Emotions• Values• Technology• Social and cultural environment, language• DemographicsThings to think about "who"
  15. 15. What’s theconversation?
  16. 16. Follow these guidelines– Create consistent patterns– Align elements on a grid– Keep active space in your content– Beware of false bottoms– Don’t let headings float– Don’t center textThink of space as a design element
  17. 17. • Think about your user’s questions• Answer your user’s questions• Break text into short sections• Use clear headings• Start with your key message• Write short sentences and paragraphs• Use lists and tables• Write meaningful linksApply these writing strategies
  18. 18. • Part 1 – 30 minutes – writing teams form– Business and Residents tabs– Checklist of strategies to redesign content• Part 2 – 30 minutes – teams present results– Share strategies for redesign– Review commonalitiesOur agenda – Workshop
  19. 19. Two books tell you moreThe key resource for this workshop! When you’re ready to test the content
  20. 20. • Contact carolbarnum@uxfirm.com• Visit our website www.uxfirm.comFor more conversation. . .

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