The document discusses the importance of content strategy in improving user experience (UX) by emphasizing empathy and readability. It outlines roles and responsibilities within content teams, highlights user research techniques, and advocates for a structured approach to content systems. The overall goal is to create content that is accessible, engaging, and well-structured to enhance user interactions.

1. UX Brisbane | 5 August 2019 @snappysentences
Beyond words:
Using content strategy for better UX

3. <insert content here>
empathy
content systems
teams

6. EMPATHETIC CONTENT
= content in the right tone
that people can read and
understand

8. table

9. Having completed our review of your
claim, we have avoided the cover due to
the Late <insert insured person’s
name>’s breach of their
duty of disclosure in their application
for the <name of product> Policy. As a
result of this decision, no benefits are
payable.

10. USER
RESEARCH
Ask content
questions from
the start

11. BUSINESS
RESEARCH
Define your
voice and tone

13. If <name> was a dinner party
guest…
You’d describe us as the person
with stories of fun, friends and
fabulous places.We’d come across
as a thinker and a creator, someone
who is approachable, friendly and
who loves a good laugh.We could
be trusted to keep a secret and be
counted on to point out that piece of
spinach between your teeth before
anyone else sees.

15. IS IT
READABLE?
Use
Hemingway App
to score
readability
hemingwayapp.com

16. DO THEY
UNDERSTAND?
Assess
comprehension
with cloze tests
Your networks and connections.
We collect information about the people and groups you are
connected to and how you interact with them, such as the
people you communicate with the most or the groups you
like to share with. We also collect contact information that
you provide if you upload, sync or import this information
(such as an address book) from a device.
Information about payments.
If you use our Services for purchases or financial
transactions (e.g. when you buy something on Facebook,
make a purchase in a game or make a donation), we collect
information about the purchase or transaction. This includes
your payment information, such as your credit or debit card
number and other card information, and other account and
authentication information, as well as billing, shipping and
contact details.

17. LANGUAGE
CAN HURT
Alex catches
insensitive,
inconsiderate
writing
alexjs.com

18. contentdesign.london
A UNIVERSAL
STYLE GUIDE
Contribute to
the readability
project

20. CONTENT SYSTEMS
= infrastructure that
enables people to use
content the way they want
Photo by Nick Fewings on Unsplash

27. CONTENT SYSTEMS =
Information architecture and navigation
Metadata
Content models and content types
Calls to action
Content prioritisation
Taxonomy and tagging
Author experience in the CMS

28. GREAT TEAMS
= processes and culture
that enable smart content
decisions

29. People,
process &
community
Roles &
responsibilities
Approvals &
workflows
Training & skills
development
Recruitment &
team structure
Community of
practice

30. Role Is responsible for:
Chief Digital Officer • Overall strategic vision and priorities of the content strategy
• Approving major changes to site or content structure
Digital Leadership Group • Endorsing functionality, enhancement and initiative requests from business areas
Digital Communication
Manager
• Approving minor changes to site or content structure
• Approving content as per the Digital Communications approval guide
• Approving changes to home page
• Overseeing analytics program
• Coordinating Digital Leadership Group
Digital Communication
team
• Providing advice on messaging, structure and style
• Reviewing and editing content associated with a communication plan
• Coordinating Content Development Group
• Coordinating training as required
Business area line
manager
• Reviewing content for accuracy and providing timely feedback
• Approving minor and low risk content as per the Digital Communications approval guide
Business area content
creator
• Planning content with the user in mind
• Creating content that adheres to the style guide
• Selecting imagery that reflects the brand
• Publishing final content, including any required meta data
• Reviewing content at set review dates
• Looking for ways to enhance or improve existing content
• Keeping content up to date
• Measuring the success of content
• Removing and archiving old content

33. How the work gets done is as important as doing it

34. https://contentandux.org/

35. üeditorial
üempathy
ücontent systems
üteams
= better UX

36. Thank you!
Sally Bagshaw
sally@snappysentences.com