Content Strategy and UX - Part 1

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Content Strategy and UX - Part 1

© Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/ 2
A content strategy is a
cornerstone of your company's
inbound marketing effort. It is
the plan for creating and
presenting your content in a
meaningful, useful and relevant
context to optimize user
experience (UX).
Customers are hungry for information relevant to them and
their needs.

Effectively preparing and executing a content
strategy enables you to deliver the right
information at the appropriate time and place
for your audience. This blog will focus on the
three building blocks of great content: voice,
tone and style.

Finding your Voice
We all have a voice. It may
change slightly, but usually
each of our voices are
recognizable. Your website and
content also have a voice. The
voice can vary depending on
the context of the content, but
generally your brand's voice
should be consistent and
recognizable.

The voice is an expression of the brand it
represents. How you define your brand will
determine your voice. According to Patrick
Nichols you can identify a website's voice by
pinpointing the keywords and phrases used.

For example, Globalization Partners International (GPI) has
keywords and phrases like "translation services", "latest blog
entries", "who we work with" and "who we are" listed on the
website's homepage. This shows GPI's commitment to
our translation services, but it also expresses our desire to create
compelling and informative content and connect with our visitors
by showing who we are. The voice is professional, competitive,
innovative and engaging.
An effective content strategy will define your brand's voice and
help you create content to support it.

Shaping your Tone
Voice expresses your brand
and is typically recognizable
across all content, but the
tone reflects the intent and
can vary depending on
context. Nichols states that
audience profile, subject
matter and desired outcomes
are the three main
considerations associated with
tone.

Audience profiles are your personas. An
important part of your content strategy is
determining who you are creating content for.
Identify your customers' demographics. Age,
education level, income, location and language
spoken are some of the factors used for
defining your audience. When you know who
you are producing content for, you will know
what type of content to create and the tone to
use.

Subject matter and desired outcome go hand-
in-hand. The subject matter is dependent on
the message you want to convey and the
outcome you desire. The tone used will
reflect these two factors.

For example, the tone for GPI's contact page is not the same as
the translation portals and tools page. The contact page is intended to
provide the location and contact information of GPI's headquarters
and global offices. The subject matter is basic and straightforward,
and the desired outcome is purely informative. But the content on the
translation portals and tools page is intended to create interest in our
globalization tools, connectors and portals. The subject matter is
intriguing and impressive, and the desired outcome is to have visitors
take action by contacting GPI to demo our portal and connectors and
ultimately select GPI for their translation and localization projects.
Identifying your audience, subject matter and desired outcome will
help you shape the appropriate tone for each piece of content.

Defining your Style
Style is comprised of the
combination of voice and
tone. As you find your voice
and shape your tone you are
building your style.
Decide what defines your brand
and make a list of attributes
and characteristics. This will
become your content voice.

Describe your personas which will become the audience for
your content. Choose your subject matter to clearly
communicate your message and what outcomes you hope will
result from the content. These three pieces will determine
your tone.
Once you identify the voice of your brand and tone of your
content, you will be able to create a style guide for your
content strategy.

Summary
Content is a critical component of UX. People are
bombarded with content daily, so you must create a
strategy that makes your brand's content stand out from
the crowd. Considerations like target audience, your
message and your goals will help you craft that
strategy. Engage with your customers and discover what
information they are looking for, then deliver it. Users
will remember their positive UX when dealing with your
company and they will look to your brand as a source of
thought leadership.

Resources for Multilingual Websites and Content
You may gain further insight into multilingual websites considerations, multilingual SEO and
related topics by reviewing previous blogs written by GPI:
Why Google Places is Important for International Business?
Website Localization and CMS
Creating Culturally Customized Content for Website Translation
3 Metrics for Measuring Language Translation Quality
Social Media Localization
GPI's content strategists and localization team will conduct your multilingual website analysis and
localization requirements. GPI also offers Global Search Engine Marketing Services and many
other Translation Services.
Please feel free to contact GPI at info@globalizationpartners.com with any questions about our
language and technology services. Also let us know if you have any interesting blog topics you
would like us to cover in our future blogs. You may request a complimentary Translation
Quote for your projects as well.

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Washington, DC
1600 Tysons Blvd, 8th Floor
McLean, VA 22102
Phone: +1 703-286-2193
Toll Free: +1 866-272-5874
Global Fax: +1 202-478-0956
E-mail: info@globalizationpartners.com
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Dubai Media City, Business Centre 2
Building 8, Office Number 71
P.O. Box 502068, Dubai, UAE
Phone: +971 501079810
Global Phone: +1 703-286-2193
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Phone: +54-9-341-3156370
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17 Korash Street
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Phone: +2 0100 128 0914
Global Phone: +1-703-286-2193

Content Strategy and UX - Part 1

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Content Strategy and UX - Part 1