This document outlines the steps taken to build a content strategy practice at Shopify. It began with getting to know stakeholders and their needs through listening, auditing content, and identifying problems. The next step focused on quick wins for others by delivering small successful projects. Continuous communication and education of others was also key. Resources like style guides, templates, and playbooks were created to empower others without taking full control. Through this iterative process, the practice was able to establish itself and have greater success over time in establishing a content strategy at Shopify.

1. PRODUCT CONTENT
STRATEGY
Building a practice at Shopify
Just for you by Alaine Mackenzie
at the Design & Content Conference, July 2016

2. OH HI
I’m Alaine (ah-LEN) Mackenzie
Content strategy lead at Shopify
@alainemack

3. TODAY

4. ONCE UPON A TIME

5. WHAT IF

6. OTTAWA

7. Photo: Pete Hogan, Flickr
OTTAWA

8. OTTAWA

9. OTTAWA

10. CHAOS ENSUES

11. WEB CONTENT VS. PRODUCT CONTENT
• Strategy presentations
• Reports, so many reports
• Governance plans
• CMS workflows
• Content templates
• Interface content
• User flows
• Wireframes
• Github?
• Deployment?!

12. CONTENT STRATEGY?

13. CONTENT STRATEGY?

14. OH GREAT, A COPYWRITER!

15. BLARG!

16. SO THEN

17. 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)

18. 1. GET TO KNOW PEOPLE
(and what they want)

19. LISTEN, DON’T TALK

20. AUDIT ALL THE THINGS

21. FIND ALL THE PROBLEMS

22. 2. FOCUS ON QUICK WINS
(for other people)

23. SUCCESS! KIND OF.

24. 3. DO THINGS, TELL PEOPLE
(all the time. Seriously. All. The time.)

25. BE A BROKEN RECORD

26. SUCCESS!

27. …KIND OF.

28. DANGNABBIT.

29. 4. EDUCATE AND EMPOWER
(don’t take over)

30. EDUCATE AND EMPOWER
Training
Self-serve resources

31. TRAINING
Never stop training
Never ever
You’re never done

32. 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

33. VOICE AND TONE GUIDE

37. AUTOMATED TESTING!

40. AUTOMATED TESTING!
• Based on Titus Wormer’s retext natural language processor
• Our version: Rorybot, based on rules in retext Shopify

42. CONTENT PLAYBOOK
(UNDER CONSTRUCTION)

43. SUCCESS!!

44. …KIND OF.
But slightly more so?

45. CONTENT STRATEGY?

46. CONTENT STRATEGY!

47. THE END. KIND OF.

48. 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)

49. THE END.
I MEAN IT THIS TIME.
medium.com/shopify-ux
@alainemack
Also we’re hiring! Come and chat.
shopify.com/careers