SlideShare a Scribd company logo
Web Directions Design 2018 @snappysentences
Beyond words:
Using content strategy for better UX
<insert content here>
empathy
content systems
teams
EMPATHETIC CONTENT
= content in the right
tone that people can read
and understand
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.
USER
RESEARCH
Ask content
questions
from the start
IS IT
READABLE?
Use the
Hemingway
App to score
readability
hemingwayapp.com
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.
LANGUAGE
CAN HURT
Alex catches
insensitive,
inconsiderate
writing
alexjs.com
CONTENT SYSTEMS
= infrastructure that
enables people to use
content the way they want
Photo by Nick Fewings on Unsplash
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
GREAT TEAMS
= processes and culture
that enable smart content
decisions
People,
process &
community
Roles &
responsibilities
Approvals &
workflows
Training &
skills
development
Recruitment &
team structure
Community of
practice
üeditorial
üempathy
ücontent systems
üteams
= better UX
Thank you!
Sally Bagshaw
sally@snappysentences.com

More Related Content

Similar to Beyond words using content strategy for better ux

Designing for privacy in mobile applications
Designing for privacy in mobile applicationsDesigning for privacy in mobile applications
Designing for privacy in mobile applications
Vodafone developer
 
Relation of Big Data and E-Commerce
Relation of Big Data and E-CommerceRelation of Big Data and E-Commerce
Relation of Big Data and E-Commerce
Ankita Tiwari
 
Top 10 Affiliate Marketers In India
Top 10 Affiliate Marketers In IndiaTop 10 Affiliate Marketers In India
Top 10 Affiliate Marketers In India
RefpayMedia
 
XL PPTX
XL PPTXXL PPTX
eTapestry webinar
eTapestry webinareTapestry webinar
eTapestry webinar
rmmcnult
 
Customer-Obsessed Digital User Engagement
Customer-Obsessed Digital User EngagementCustomer-Obsessed Digital User Engagement
Customer-Obsessed Digital User Engagement
Amazon Web Services
 
Running head FINAL REPORT2FINAL REPORT2.docx
Running head FINAL REPORT2FINAL REPORT2.docxRunning head FINAL REPORT2FINAL REPORT2.docx
Running head FINAL REPORT2FINAL REPORT2.docx
jeanettehully
 
Entireweb
EntirewebEntireweb
Entireweb
Dmaker
 
Pam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert Updated Webinar
Pam Dechert Updated Webinar
Pam Dechert
 
iSmart Canvass: How It Works
iSmart Canvass: How It WorksiSmart Canvass: How It Works
iSmart Canvass: How It Works
THGLLC
 
How to be a data driven marketer
How to be a data driven marketerHow to be a data driven marketer
How to be a data driven marketer
Venkatesa Madhan V
 
Art Halls Data Analytics PowerPoint
Art Halls Data Analytics PowerPointArt Halls Data Analytics PowerPoint
Art Halls Data Analytics PowerPoint
Arthur Hall, D.Min.
 
CompetencyDevelop examples of ethical and privacy concerns a.docx
CompetencyDevelop examples of ethical and privacy concerns a.docxCompetencyDevelop examples of ethical and privacy concerns a.docx
CompetencyDevelop examples of ethical and privacy concerns a.docx
ardhowp
 
Digital Advertising, Personalisation & User Privacy
Digital Advertising, Personalisation & User PrivacyDigital Advertising, Personalisation & User Privacy
Digital Advertising, Personalisation & User Privacy
WestleyCogan
 
Managing and sharing customer data
Managing and sharing customer dataManaging and sharing customer data
Managing and sharing customer data
SHARATH P G
 
Using social analytics effectively to prove social roi
Using social analytics effectively to prove social roiUsing social analytics effectively to prove social roi
Using social analytics effectively to prove social roi
Closed
 
Maximize ROI with Social Media Data Mining Services.pdf
Maximize ROI with Social Media Data Mining Services.pdfMaximize ROI with Social Media Data Mining Services.pdf
Maximize ROI with Social Media Data Mining Services.pdf
Andrew Leo
 
Tandem Executives Raise 1 Million Dollars
Tandem Executives Raise 1 Million DollarsTandem Executives Raise 1 Million Dollars
Tandem Executives Raise 1 Million Dollars
Itai Kathein
 
Workshop 3: Social media marketing strategies
Workshop 3: Social media marketing strategiesWorkshop 3: Social media marketing strategies
Workshop 3: Social media marketing strategies
SpecialEyes Group
 
Trend Tap: Social Media Engagement Best Practices Explained
Trend Tap: Social Media Engagement Best Practices ExplainedTrend Tap: Social Media Engagement Best Practices Explained
Trend Tap: Social Media Engagement Best Practices Explained
The Social Lights
 

Similar to Beyond words using content strategy for better ux (20)

Designing for privacy in mobile applications
Designing for privacy in mobile applicationsDesigning for privacy in mobile applications
Designing for privacy in mobile applications
 
Relation of Big Data and E-Commerce
Relation of Big Data and E-CommerceRelation of Big Data and E-Commerce
Relation of Big Data and E-Commerce
 
Top 10 Affiliate Marketers In India
Top 10 Affiliate Marketers In IndiaTop 10 Affiliate Marketers In India
Top 10 Affiliate Marketers In India
 
XL PPTX
XL PPTXXL PPTX
XL PPTX
 
eTapestry webinar
eTapestry webinareTapestry webinar
eTapestry webinar
 
Customer-Obsessed Digital User Engagement
Customer-Obsessed Digital User EngagementCustomer-Obsessed Digital User Engagement
Customer-Obsessed Digital User Engagement
 
Running head FINAL REPORT2FINAL REPORT2.docx
Running head FINAL REPORT2FINAL REPORT2.docxRunning head FINAL REPORT2FINAL REPORT2.docx
Running head FINAL REPORT2FINAL REPORT2.docx
 
Entireweb
EntirewebEntireweb
Entireweb
 
Pam Dechert Updated Webinar
Pam Dechert Updated WebinarPam Dechert Updated Webinar
Pam Dechert Updated Webinar
 
iSmart Canvass: How It Works
iSmart Canvass: How It WorksiSmart Canvass: How It Works
iSmart Canvass: How It Works
 
How to be a data driven marketer
How to be a data driven marketerHow to be a data driven marketer
How to be a data driven marketer
 
Art Halls Data Analytics PowerPoint
Art Halls Data Analytics PowerPointArt Halls Data Analytics PowerPoint
Art Halls Data Analytics PowerPoint
 
CompetencyDevelop examples of ethical and privacy concerns a.docx
CompetencyDevelop examples of ethical and privacy concerns a.docxCompetencyDevelop examples of ethical and privacy concerns a.docx
CompetencyDevelop examples of ethical and privacy concerns a.docx
 
Digital Advertising, Personalisation & User Privacy
Digital Advertising, Personalisation & User PrivacyDigital Advertising, Personalisation & User Privacy
Digital Advertising, Personalisation & User Privacy
 
Managing and sharing customer data
Managing and sharing customer dataManaging and sharing customer data
Managing and sharing customer data
 
Using social analytics effectively to prove social roi
Using social analytics effectively to prove social roiUsing social analytics effectively to prove social roi
Using social analytics effectively to prove social roi
 
Maximize ROI with Social Media Data Mining Services.pdf
Maximize ROI with Social Media Data Mining Services.pdfMaximize ROI with Social Media Data Mining Services.pdf
Maximize ROI with Social Media Data Mining Services.pdf
 
Tandem Executives Raise 1 Million Dollars
Tandem Executives Raise 1 Million DollarsTandem Executives Raise 1 Million Dollars
Tandem Executives Raise 1 Million Dollars
 
Workshop 3: Social media marketing strategies
Workshop 3: Social media marketing strategiesWorkshop 3: Social media marketing strategies
Workshop 3: Social media marketing strategies
 
Trend Tap: Social Media Engagement Best Practices Explained
Trend Tap: Social Media Engagement Best Practices ExplainedTrend Tap: Social Media Engagement Best Practices Explained
Trend Tap: Social Media Engagement Best Practices Explained
 

More from Sally Bagshaw

Beyond words - using content strategy for better ux
Beyond words - using content strategy for better uxBeyond words - using content strategy for better ux
Beyond words - using content strategy for better ux
Sally Bagshaw
 
Aligning fiefdoms - Confab Intensive 2017
Aligning fiefdoms - Confab Intensive 2017Aligning fiefdoms - Confab Intensive 2017
Aligning fiefdoms - Confab Intensive 2017
Sally Bagshaw
 
Defining your brand's voice and tone
Defining your brand's voice and toneDefining your brand's voice and tone
Defining your brand's voice and tone
Sally Bagshaw
 
Taming fiefdoms: Collaboration, content and complex stakeholders
Taming fiefdoms: Collaboration, content and complex stakeholdersTaming fiefdoms: Collaboration, content and complex stakeholders
Taming fiefdoms: Collaboration, content and complex stakeholders
Sally Bagshaw
 
Beyond the web: Customer service content strategy
Beyond the web: Customer service content strategyBeyond the web: Customer service content strategy
Beyond the web: Customer service content strategy
Sally Bagshaw
 
Future-proofing authors: The new rules of writing for the web
Future-proofing authors: The new rules of writing for the webFuture-proofing authors: The new rules of writing for the web
Future-proofing authors: The new rules of writing for the web
Sally Bagshaw
 
Content obesity: An organisation's silent killer
Content obesity: An organisation's silent killerContent obesity: An organisation's silent killer
Content obesity: An organisation's silent killer
Sally Bagshaw
 
Key initiatives to engage your audience through content marketing
Key initiatives to engage your audience through content marketingKey initiatives to engage your audience through content marketing
Key initiatives to engage your audience through content marketing
Sally Bagshaw
 
What structured content will mean for authors
What structured content will mean for authorsWhat structured content will mean for authors
What structured content will mean for authors
Sally Bagshaw
 
What is content strategy?
What is content strategy?What is content strategy?
What is content strategy?
Sally Bagshaw
 

More from Sally Bagshaw (10)

Beyond words - using content strategy for better ux
Beyond words - using content strategy for better uxBeyond words - using content strategy for better ux
Beyond words - using content strategy for better ux
 
Aligning fiefdoms - Confab Intensive 2017
Aligning fiefdoms - Confab Intensive 2017Aligning fiefdoms - Confab Intensive 2017
Aligning fiefdoms - Confab Intensive 2017
 
Defining your brand's voice and tone
Defining your brand's voice and toneDefining your brand's voice and tone
Defining your brand's voice and tone
 
Taming fiefdoms: Collaboration, content and complex stakeholders
Taming fiefdoms: Collaboration, content and complex stakeholdersTaming fiefdoms: Collaboration, content and complex stakeholders
Taming fiefdoms: Collaboration, content and complex stakeholders
 
Beyond the web: Customer service content strategy
Beyond the web: Customer service content strategyBeyond the web: Customer service content strategy
Beyond the web: Customer service content strategy
 
Future-proofing authors: The new rules of writing for the web
Future-proofing authors: The new rules of writing for the webFuture-proofing authors: The new rules of writing for the web
Future-proofing authors: The new rules of writing for the web
 
Content obesity: An organisation's silent killer
Content obesity: An organisation's silent killerContent obesity: An organisation's silent killer
Content obesity: An organisation's silent killer
 
Key initiatives to engage your audience through content marketing
Key initiatives to engage your audience through content marketingKey initiatives to engage your audience through content marketing
Key initiatives to engage your audience through content marketing
 
What structured content will mean for authors
What structured content will mean for authorsWhat structured content will mean for authors
What structured content will mean for authors
 
What is content strategy?
What is content strategy?What is content strategy?
What is content strategy?
 

Recently uploaded

Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
APNIC
 
How to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdfHow to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdf
Infosec train
 
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
3a0sd7z3
 
HijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process HollowingHijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process Hollowing
Donato Onofri
 
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
APNIC
 
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
dtagbe
 
KubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial IntelligentKubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial Intelligent
Emre Gündoğdu
 
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
rtunex8r
 
Bengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal BrandingBengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal Branding
Tarandeep Singh
 
cyber crime.pptx..........................
cyber crime.pptx..........................cyber crime.pptx..........................
cyber crime.pptx..........................
GNAMBIKARAO
 
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
3a0sd7z3
 
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
thezot
 

Recently uploaded (12)

Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
Honeypots Unveiled: Proactive Defense Tactics for Cyber Security, Phoenix Sum...
 
How to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdfHow to make a complaint to the police for Social Media Fraud.pdf
How to make a complaint to the police for Social Media Fraud.pdf
 
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
快速办理(新加坡SMU毕业证书)新加坡管理大学毕业证文凭证书一模一样
 
HijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process HollowingHijackLoader Evolution: Interactive Process Hollowing
HijackLoader Evolution: Interactive Process Hollowing
 
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...Securing BGP: Operational Strategies and Best Practices for Network Defenders...
Securing BGP: Operational Strategies and Best Practices for Network Defenders...
 
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
一比一原版(uc毕业证书)加拿大卡尔加里大学毕业证如何办理
 
KubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial IntelligentKubeCon & CloudNative Con 2024 Artificial Intelligent
KubeCon & CloudNative Con 2024 Artificial Intelligent
 
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
怎么办理(umiami毕业证书)美国迈阿密大学毕业证文凭证书实拍图原版一模一样
 
Bengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal BrandingBengaluru Dreamin' 24 - Personal Branding
Bengaluru Dreamin' 24 - Personal Branding
 
cyber crime.pptx..........................
cyber crime.pptx..........................cyber crime.pptx..........................
cyber crime.pptx..........................
 
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
快速办理(Vic毕业证书)惠灵顿维多利亚大学毕业证完成信一模一样
 
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
一比一原版新西兰林肯大学毕业证(Lincoln毕业证书)学历如何办理
 

Beyond words using content strategy for better ux