The document summarizes a presentation by two content strategists on how to develop content strategies for healthcare organizations. It outlines the challenges of healthcare content like complex information and diverse audiences. It then describes the key steps in a content strategy: discovering the organizational mission and audiences, analyzing existing content, defining voice and tone guidelines, creating prototype content, and ensuring proper metadata. The presentation concludes by addressing common questions around when to create vs. use external content, measuring readership, determining optimal length, and maintaining compliance.
HXR 2016: Content Strategy: How Do we Talk About Healthcare - Marli Mesibov &...HxRefactored
It’s a constant struggle to find the right words when communicating with patients. Healthcare has a lot of medical and insurance terminology, and patients and their families just don’t understand it. At Mad*Pow, Marli Mesibov and Dana Ortégon design strategies for communicating across the healthcare ecosystem.
Join them for a fast track session, and ask all the content and communications questions that have built up in your brain.
Your Brain is Sabotaging Your Ability to Give Good FeedbackBevan Williams
Providing honest and straightforward feedback is one of the most powerful skills a Scrum Master, Mentor or Coach can use. Effective feedback can allow the other person to reflect on the impact of their behaviour, and make real changes in their lives.
So why is it so difficult to get these skills right? The answer to this question lies in the ways our brains make decisions about the world around us. Before we can make useful observations to provide effective feedback, it's important that we understand what may be going on within ourselves first.
In this interactive talk, we explore the neuroscience of the predictive brain, understand how this can influence our feedback, and learn what you can do about it.
This was presented at Regional Scrum Gathering South Africa on 6 May 2021
As online marketers, we start reaching our users way, way before they actually reach our site. So why are we so focused on on-page when it comes to analytics? My presentation from the 2013 DFWSEM State of Search conference discusses how to measure marketing analytics and sell it internally.
Room for the Average Site: How the Google Ecosystem is Pushing for Deeper Con...Mordy Oberstein
Dive into some data that shows where the average site can rank when competing with super-authorities. Moreover, understand how the Google ecosystem is evolving and what that means for the equation of relevancy vs. authority (and what that ultimately means for your site's ability to rank).
Foresight Careers: A Guide to Doing Strategic ForesightCynthia G. Wagner
FERN is a volunteer network that connects people interested in strategic foresight and long-term planning. It aims to promote understanding of foresight through online and offline projects and activities. FERN serves as an introduction to futures and foresight by connecting members to experts and opportunities in the field. The network operates through LinkedIn groups, websites, and volunteer projects coordinated using online tools. Membership is free and open to those interested in learning about and contributing to the practice of foresight.
The document summarizes a presentation by two content strategists on how to develop content strategies for healthcare organizations. It outlines the challenges of healthcare content like complex information and diverse audiences. It then describes the key steps in a content strategy: discovering the organizational mission and audiences, analyzing existing content, defining voice and tone guidelines, creating prototype content, and ensuring proper metadata. The presentation concludes by addressing common questions around when to create vs. use external content, measuring readership, determining optimal length, and maintaining compliance.
HXR 2016: Content Strategy: How Do we Talk About Healthcare - Marli Mesibov &...HxRefactored
It’s a constant struggle to find the right words when communicating with patients. Healthcare has a lot of medical and insurance terminology, and patients and their families just don’t understand it. At Mad*Pow, Marli Mesibov and Dana Ortégon design strategies for communicating across the healthcare ecosystem.
Join them for a fast track session, and ask all the content and communications questions that have built up in your brain.
Your Brain is Sabotaging Your Ability to Give Good FeedbackBevan Williams
Providing honest and straightforward feedback is one of the most powerful skills a Scrum Master, Mentor or Coach can use. Effective feedback can allow the other person to reflect on the impact of their behaviour, and make real changes in their lives.
So why is it so difficult to get these skills right? The answer to this question lies in the ways our brains make decisions about the world around us. Before we can make useful observations to provide effective feedback, it's important that we understand what may be going on within ourselves first.
In this interactive talk, we explore the neuroscience of the predictive brain, understand how this can influence our feedback, and learn what you can do about it.
This was presented at Regional Scrum Gathering South Africa on 6 May 2021
As online marketers, we start reaching our users way, way before they actually reach our site. So why are we so focused on on-page when it comes to analytics? My presentation from the 2013 DFWSEM State of Search conference discusses how to measure marketing analytics and sell it internally.
Room for the Average Site: How the Google Ecosystem is Pushing for Deeper Con...Mordy Oberstein
Dive into some data that shows where the average site can rank when competing with super-authorities. Moreover, understand how the Google ecosystem is evolving and what that means for the equation of relevancy vs. authority (and what that ultimately means for your site's ability to rank).
Foresight Careers: A Guide to Doing Strategic ForesightCynthia G. Wagner
FERN is a volunteer network that connects people interested in strategic foresight and long-term planning. It aims to promote understanding of foresight through online and offline projects and activities. FERN serves as an introduction to futures and foresight by connecting members to experts and opportunities in the field. The network operates through LinkedIn groups, websites, and volunteer projects coordinated using online tools. Membership is free and open to those interested in learning about and contributing to the practice of foresight.
World Future Society: Foresight Careers: A Guide to Doing Strategic ForesightSusan Chesley Fant
FERN is a volunteer network that connects people interested in strategic foresight and long-term planning. It aims to promote understanding of foresight through online and offline projects and activities. FERN serves as an introduction to futures and foresight by connecting members to experts and opportunities in the field. The network operates through LinkedIn groups, websites, and volunteer projects coordinated using online tools. Membership is free and open to those interested in learning about and getting involved in foresight.
Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019Patrick Langridge
This document summarizes Patrick Langridge's presentation on optimizing pages for featured snippets in Google search results. It discusses tracking the number of featured snippets over time for target keywords, analyzing the snippets and top-ranking pages to identify optimization opportunities, and implementing changes like rewriting page titles and content to improve the chances of winning featured snippets. It also provides tips on scaling the monitoring of snippets through scraping, including configuring the scraping tool and extracting relevant data from snippet results.
Content and-customer-journeys Product Camp Vancouver #PCV16Melissa Breker
Personas and customer journeys are fantastic tools to help understand who’s interacting with your products, how, and why.
But what about the content?
By mapping content to existing customer journeys, you can show stakeholders how content impacts customer experience to better design your products and services for memorable content experiences.
This hands on workshop will provide a simple framework for you to take back to the office to implement.
We'll chat about:
* How content topics, messages, and triggers impact audience decisions
* What questions you need for content mix and channels
* Why it's important to look past content driven by features and benefits
Panda, Penguin, Penalties and More: Staying on Top of Algorithm UpdatesNate Dame
The document appears to be from a presentation about staying on top of Google algorithm updates like Panda, Penguin, and other changes. It discusses Google's goals of improving user experience and how SEO strategies need to focus on creating high-quality content that provides value rather than manipulating search results. Various tactics are suggested for long-term SEO success, including targeting keyword and user intent combinations, building authoritative content and links, and prioritizing discovery keywords.
Closing plenary: Connect more with the future - part two - Eric Stoller and P...Jisc
The final session of the day will incorporate three keynote speakers.
The second speaker will be Eric Stoller, higher education consultant and blogger for Inside Higher Ed.
The third will be Patrice Miller, specialist English teacher, formerly of Barking and Dagenham College.
Connect more in London, 28 June 2018
This document discusses tools and tactics for improving online fundraising. It provides tips for personalizing online giving pages on social media with regular updates, photos, and videos. It recommends asking for donations at optimal times and promoting the organization, sharing others' content, and engaging supporters personally on social media. Additional top tips provided include testing titles, personalizing emails, using minimal high-impact words, and making emails media-rich and mobile-responsive. The document concludes by listing social media groups, organizations, blogs, and apps that can provide more information on online fundraising strategies.
Figaro: Powering campaigns with social mediaLaura Crimmons
Laura presents a range of case studies that use social media to power other campaigns. Featuring best practice when it comes to harnessing the power of social media to produce benefits for other areas of your business.
Figaro Social Media - Powering Campaigns with Social Media Branded3
Laura showcases a range of case studies that use social media to power other campaigns. Highlighting best practice when it comes to harnessing the power of social media to produce benefits for other areas of your business.
This is the transcript of the Twitter backchannel that was happening during my presentation on University Web Strategy in the Reputation Age. The complete archive of tweets related to #ReputationAge can be found here: http://wthashtag.com/Reputationage
This document provides tips for digital strategies to get more speaking engagements. It recommends using social media platforms like Twitter, Google, YouTube and LinkedIn to promote yourself and stay top of mind with potential clients. It also suggests creating a content calendar with regular posts, using video, and developing a referral process to earn more opportunities through word-of-mouth. The overall message is that simple, consistent digital strategies can help speakers get more lines in the water and book more gigs.
Big duck brandraisingthroughsocialmediaLisa Colton
The document is a presentation on using social media for brandraising. It discusses defining an organization's positioning and personality to guide social media content. Tips are provided for using different social media channels like Facebook and Twitter to share content and engage audiences. Case studies are presented and it is noted that an organization cannot fully control its brand message on social media but should focus on consistency, interactivity, and guiding content with its positioning.
Meeting at the Intersection of Content Strategy and UX - UXPA Boston 2015 - M...Mad*Pow
Marli Mesibov, the Director of Content Strategy at Mad*Pow, gave a presentation on how content strategy and UX design intersect. She identified six key areas of intersection: branding, user journeys, site maps, pair programming, content templates, and microinteractions. She also provided five tips for easier collaboration between content strategists and UX designers, such as swapping skillsets and tools, using pictionary, dictating sketches, doing group gamestorming, and being willing to compromise.
Meeting at the Intersection of Content Strategy and UXMarli Mesibov
Marli Mesibov, the Director of Content Strategy at Mad*Pow, gave a presentation on how content strategy and UX design intersect. She identified six key areas of intersection: branding, user journeys, site maps, pair programming, content templates, and microinteractions. She also provided five tips for easier collaboration between content strategists and UX designers, such as swapping skillsets and tools, using pictionary, dictating sketches, doing group gamestorming, and being willing to compromise.
Meeting at the Intersection of UX Design and Content StrategyMarli Mesibov
Marli Mesibov is a Boston-based content strategist who discusses how content strategy fits into user experience (UX) design. While content strategy, UX design, and other disciplines are distinct, they intersect at various points such as branding, user journeys, site maps, wireframes, content templates, and microinteractions. Effective collaboration between content strategists and UX designers is mutually beneficial.
This document discusses journey-first design and how it differs from mobile-first design. It describes journey-first design as accounting for the full path a user takes across devices from beginning to end of an experience. The document outlines Mad*Pow's 5-step process for journey-first design: 1) conducting user interviews, 2) creating personas, 3) mapping user flows, 4) identifying touchpoints, and 5) designing content and prototypes. It encourages considering all possible devices and contexts rather than focusing on a single device to better prepare for the future.
Inside you there is a secret product idea...some problem you are just itching to solve. Yet it falls prey to that deadly statement: “Someday, when I have more time...”
In this action-packed 180 minutes, UX Lisbon participants got their ideas out and into the world. Using Lean Startup principles and these fun and rapid methods, they created a coherent, lo-fi product concept and got peer feedback on it. From identifying the problem it solves for people and understanding the role it plays in customers’ lives to identifying a key metric to indicate traction, they explored the idea in full. They wrapped up with practical, actionable (and simple!) next steps to propel the ideas forward.
The document summarizes Marli Mesibov's presentation on using content strategy for behavior change. The presentation covered:
1) Different approaches to changing peoples' behaviors through things like motivational psychology and human-computer interaction.
2) How a well-planned content strategy can impact how people act by framing messages and interactions in an intentional way.
3) Case studies of content strategies for behavior change applications like a health coach and helper chatbot.
4) Recommendations for getting started with content strategy for behavior change, such as creating empathy maps, journey maps, storyboards, and sample conversations.
The document provides an overview of a webinar on using content strategy for behavior change. It includes:
- An introduction of the presenter and their background in content strategy.
- An agenda that covers how to change behaviors, how content strategy can impact actions, case studies, and takeaways.
- A discussion of how content strategy involves planning the creation, delivery, and governance of usable, useful content to achieve goals like improving health, education, and connections.
- Examples of how to get started with content strategy for behavior change, including creating an empathy map, journey map, storyboarding, and sample conversations.
UX STRAT 2013: Ronnie Battista, 10 Commandments of UX StrategyUX STRAT
The document summarizes Ronnie Battista's presentation at the UXSTRAT conference on the 10 Commandments of UX Strategy. It begins with an introduction and background on the conference theme. The presentation is divided into three chapters: Genesis, where Battista discusses the emergence of UX as a field; The 10 Commandments of UX Strategy, where he presents 10 guiding principles for UX strategists; and Revelations, where he contemplates the future of UX strategy and its role in technology. The 10 Commandments focus on priorities like taking a big picture view, honoring customers and competitors, maintaining employee humanity, and practicing UX with human-centric integrity.
Introducing a New UX Maturity Metric Team Engagement Score (TES) During Usabi...UXPA International
The document introduces a new metric called the Team Engagement Score (TES) to measure team engagement during usability testing. TES is calculated based on three components: observation of usability sessions, collaboration during testing, and engagement level while observing. Several scenarios are provided to demonstrate how TES is calculated in different situations. The document discusses how TES could be used to track and improve team engagement over time, but also notes limitations since engagement is difficult to fully quantify. The presenters seek feedback on whether TES is a useful metric and how team engagement could best be measured.
World Future Society: Foresight Careers: A Guide to Doing Strategic ForesightSusan Chesley Fant
FERN is a volunteer network that connects people interested in strategic foresight and long-term planning. It aims to promote understanding of foresight through online and offline projects and activities. FERN serves as an introduction to futures and foresight by connecting members to experts and opportunities in the field. The network operates through LinkedIn groups, websites, and volunteer projects coordinated using online tools. Membership is free and open to those interested in learning about and getting involved in foresight.
Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019Patrick Langridge
This document summarizes Patrick Langridge's presentation on optimizing pages for featured snippets in Google search results. It discusses tracking the number of featured snippets over time for target keywords, analyzing the snippets and top-ranking pages to identify optimization opportunities, and implementing changes like rewriting page titles and content to improve the chances of winning featured snippets. It also provides tips on scaling the monitoring of snippets through scraping, including configuring the scraping tool and extracting relevant data from snippet results.
Content and-customer-journeys Product Camp Vancouver #PCV16Melissa Breker
Personas and customer journeys are fantastic tools to help understand who’s interacting with your products, how, and why.
But what about the content?
By mapping content to existing customer journeys, you can show stakeholders how content impacts customer experience to better design your products and services for memorable content experiences.
This hands on workshop will provide a simple framework for you to take back to the office to implement.
We'll chat about:
* How content topics, messages, and triggers impact audience decisions
* What questions you need for content mix and channels
* Why it's important to look past content driven by features and benefits
Panda, Penguin, Penalties and More: Staying on Top of Algorithm UpdatesNate Dame
The document appears to be from a presentation about staying on top of Google algorithm updates like Panda, Penguin, and other changes. It discusses Google's goals of improving user experience and how SEO strategies need to focus on creating high-quality content that provides value rather than manipulating search results. Various tactics are suggested for long-term SEO success, including targeting keyword and user intent combinations, building authoritative content and links, and prioritizing discovery keywords.
Closing plenary: Connect more with the future - part two - Eric Stoller and P...Jisc
The final session of the day will incorporate three keynote speakers.
The second speaker will be Eric Stoller, higher education consultant and blogger for Inside Higher Ed.
The third will be Patrice Miller, specialist English teacher, formerly of Barking and Dagenham College.
Connect more in London, 28 June 2018
This document discusses tools and tactics for improving online fundraising. It provides tips for personalizing online giving pages on social media with regular updates, photos, and videos. It recommends asking for donations at optimal times and promoting the organization, sharing others' content, and engaging supporters personally on social media. Additional top tips provided include testing titles, personalizing emails, using minimal high-impact words, and making emails media-rich and mobile-responsive. The document concludes by listing social media groups, organizations, blogs, and apps that can provide more information on online fundraising strategies.
Figaro: Powering campaigns with social mediaLaura Crimmons
Laura presents a range of case studies that use social media to power other campaigns. Featuring best practice when it comes to harnessing the power of social media to produce benefits for other areas of your business.
Figaro Social Media - Powering Campaigns with Social Media Branded3
Laura showcases a range of case studies that use social media to power other campaigns. Highlighting best practice when it comes to harnessing the power of social media to produce benefits for other areas of your business.
This is the transcript of the Twitter backchannel that was happening during my presentation on University Web Strategy in the Reputation Age. The complete archive of tweets related to #ReputationAge can be found here: http://wthashtag.com/Reputationage
This document provides tips for digital strategies to get more speaking engagements. It recommends using social media platforms like Twitter, Google, YouTube and LinkedIn to promote yourself and stay top of mind with potential clients. It also suggests creating a content calendar with regular posts, using video, and developing a referral process to earn more opportunities through word-of-mouth. The overall message is that simple, consistent digital strategies can help speakers get more lines in the water and book more gigs.
Big duck brandraisingthroughsocialmediaLisa Colton
The document is a presentation on using social media for brandraising. It discusses defining an organization's positioning and personality to guide social media content. Tips are provided for using different social media channels like Facebook and Twitter to share content and engage audiences. Case studies are presented and it is noted that an organization cannot fully control its brand message on social media but should focus on consistency, interactivity, and guiding content with its positioning.
Meeting at the Intersection of Content Strategy and UX - UXPA Boston 2015 - M...Mad*Pow
Marli Mesibov, the Director of Content Strategy at Mad*Pow, gave a presentation on how content strategy and UX design intersect. She identified six key areas of intersection: branding, user journeys, site maps, pair programming, content templates, and microinteractions. She also provided five tips for easier collaboration between content strategists and UX designers, such as swapping skillsets and tools, using pictionary, dictating sketches, doing group gamestorming, and being willing to compromise.
Meeting at the Intersection of Content Strategy and UXMarli Mesibov
Marli Mesibov, the Director of Content Strategy at Mad*Pow, gave a presentation on how content strategy and UX design intersect. She identified six key areas of intersection: branding, user journeys, site maps, pair programming, content templates, and microinteractions. She also provided five tips for easier collaboration between content strategists and UX designers, such as swapping skillsets and tools, using pictionary, dictating sketches, doing group gamestorming, and being willing to compromise.
Meeting at the Intersection of UX Design and Content StrategyMarli Mesibov
Marli Mesibov is a Boston-based content strategist who discusses how content strategy fits into user experience (UX) design. While content strategy, UX design, and other disciplines are distinct, they intersect at various points such as branding, user journeys, site maps, wireframes, content templates, and microinteractions. Effective collaboration between content strategists and UX designers is mutually beneficial.
This document discusses journey-first design and how it differs from mobile-first design. It describes journey-first design as accounting for the full path a user takes across devices from beginning to end of an experience. The document outlines Mad*Pow's 5-step process for journey-first design: 1) conducting user interviews, 2) creating personas, 3) mapping user flows, 4) identifying touchpoints, and 5) designing content and prototypes. It encourages considering all possible devices and contexts rather than focusing on a single device to better prepare for the future.
Inside you there is a secret product idea...some problem you are just itching to solve. Yet it falls prey to that deadly statement: “Someday, when I have more time...”
In this action-packed 180 minutes, UX Lisbon participants got their ideas out and into the world. Using Lean Startup principles and these fun and rapid methods, they created a coherent, lo-fi product concept and got peer feedback on it. From identifying the problem it solves for people and understanding the role it plays in customers’ lives to identifying a key metric to indicate traction, they explored the idea in full. They wrapped up with practical, actionable (and simple!) next steps to propel the ideas forward.
The document summarizes Marli Mesibov's presentation on using content strategy for behavior change. The presentation covered:
1) Different approaches to changing peoples' behaviors through things like motivational psychology and human-computer interaction.
2) How a well-planned content strategy can impact how people act by framing messages and interactions in an intentional way.
3) Case studies of content strategies for behavior change applications like a health coach and helper chatbot.
4) Recommendations for getting started with content strategy for behavior change, such as creating empathy maps, journey maps, storyboards, and sample conversations.
The document provides an overview of a webinar on using content strategy for behavior change. It includes:
- An introduction of the presenter and their background in content strategy.
- An agenda that covers how to change behaviors, how content strategy can impact actions, case studies, and takeaways.
- A discussion of how content strategy involves planning the creation, delivery, and governance of usable, useful content to achieve goals like improving health, education, and connections.
- Examples of how to get started with content strategy for behavior change, including creating an empathy map, journey map, storyboarding, and sample conversations.
UX STRAT 2013: Ronnie Battista, 10 Commandments of UX StrategyUX STRAT
The document summarizes Ronnie Battista's presentation at the UXSTRAT conference on the 10 Commandments of UX Strategy. It begins with an introduction and background on the conference theme. The presentation is divided into three chapters: Genesis, where Battista discusses the emergence of UX as a field; The 10 Commandments of UX Strategy, where he presents 10 guiding principles for UX strategists; and Revelations, where he contemplates the future of UX strategy and its role in technology. The 10 Commandments focus on priorities like taking a big picture view, honoring customers and competitors, maintaining employee humanity, and practicing UX with human-centric integrity.
Introducing a New UX Maturity Metric Team Engagement Score (TES) During Usabi...UXPA International
The document introduces a new metric called the Team Engagement Score (TES) to measure team engagement during usability testing. TES is calculated based on three components: observation of usability sessions, collaboration during testing, and engagement level while observing. Several scenarios are provided to demonstrate how TES is calculated in different situations. The document discusses how TES could be used to track and improve team engagement over time, but also notes limitations since engagement is difficult to fully quantify. The presenters seek feedback on whether TES is a useful metric and how team engagement could best be measured.
Nick Fine presented on the state of UX in the UK. He discussed how the demand for UX professionals has outpaced the supply, leading to a skills shortage. This has caused subjective definitions of UX to emerge and roles to hybridize. For example, designers adding UX to their title. However, a lack of common definition for UX has caused challenges for talent management, team building, and ensuring user-centricity. Fine argues the field has moved from user-centric design to designer-centric design, with the user removed from the UX process. To improve UX, he advocates putting the user back at the heart of the process through research and testing, as well as gaining research skills to complement design
The document discusses different roles in UX design such as UI designer, information architect, usability expert, content strategist, visual designer, and front end developer. It notes there is often confusion around what each role entails and suggests the roles should not work in silos. The document advocates for collaboration between roles to create a cohesive user experience rather than a fragmented one.
How many times have you worked on a project, and suddenly been asked to choose a content management system – or worse, found the content management system already chosen is completely inadequate? There are a lot of CMSes out there. Since many organizations choose the CMS before determining the content needs, there are a lot of CMSes that aren’t working out. In this talk, we’ll explore how much technology you really needs to understand in order to select the right CMS for your project, and why it is that we have so many CMS choices to begin with.
Have you seen those beautiful websites that you can't use? Or the super-cool ones that make it hard to actually accomplish your tasks? There's a better way. Duane Degler joined the DC Web Mavens to cover the landscape of understanding goals, users, tasks, content, and, particularly, context.
Driving Your Product's Content Strategy with a Message Architecture at UX Lon...Margot Bloomstein
Brand-driven content strategy complements user-centred design to use prioritised communication goals to focus new features, content types, and the workflow to create and maintain them. In this workshop, you’ll get up to speed on the philosophy, questions, tools, and exercises to implement brand-driven content strategy. We’ll use BrandSort™ to conduct a hands-on exercise to prioritise communication goals and develop a message architecture—ideal whether you maintain content for the web, mobile apps, social media, offline experiences, or any imagined output of your CMS. Eager for more efficient engagements? You’ll discover how a brand attributes card sort can help you identify potential pitfalls and points of disagreement while you improve organisational alignment. Then we’ll discuss the content opportunities a gap analysis can reveal when we use the message architecture as a metric of quality in a content audit.
Join this workshop to build out your content strategy toolkit:
Learn how—and why—to establish a hierarchy of communication goals in a message architecture with the hands-on BrandSort exercise.
Discuss the right questions to ask—and how to ask them—to minimise distracting, off-brand features, like the blog no one has time to update.
Gain additional tools to keep your projects on track, on time, and on budget
Presented at UX London in London, #UXLondon, on May 24, 2017.
UX, Marketing & Brand: Designing customer experiences where digital marketing...Lynn Teo
This is the era of great customer experiences. All around us we see thriving examples of businesses that have disrupted their legacy predecessors by observant and intuitive innovators. The marketing and product development functions have long resided in separate parts of an organization. What is often missing in this bifurcated setup is a holistic approach to engaging and satisfying the consumer on their terms most, if not all of the time. For too long, digital marketing has been thought of in terms of “push” and “pull” tactics without sufficient consideration of the connectivity and continuity between the efforts.
For example, “push” brand messaging is thought of as reach and segmentation. But what about “push” marketing strategies that are more relevant and far reaching, such as social media integrations that are “baked” into the product from the outset? Think about Groupon and the rewards you earn from friend purchases as an example.
On the “pull” side of things, it is easy to forget about the product itself as a “pull” marketing vehicle. Digital storefronts (ecommerce sites, mobile commerce) and social platforms are hidden marketing workhorses when overlain with the personalization capabilities afforded by data. Carefully designed user experiences that are built on a deep understanding of user needs and pain points, easy-to-use ecommerce sites and mobile apps that convert with every “Add To Cart” tap or click accelerated by contextual information, content narratives on Facebook that entice and engage – these are all product experiences waiting to exert their natural pull on the customer.
The goal is to create compelling interactions at every point in the customer’s journey in a deliberate and customer-focused way. Organizations must be ready to embrace new team structures, create a culture of systems-thinking, and most importantly, challenge the status quo in order to stay relevant in today’s fast-moving customer-led world.
This document discusses user experience (UX) as a mindset focused on delivering value to users. It presents UX as considering who the users are, why the product matters to them, what they can do with it, and how the features fit together. The document contrasts UX with user interface (UI) design. It then provides examples of how to apply the UX mindset when designing a product by asking questions about the users and their needs, uses, and features. The document also presents UX as involving various roles like user research, strategy, and design. It provides a brief history of the evolution of UX from its roots in fields like human factors and usability to today's focus on the overall user experience
Influencer outreach continues to be buzzworthy in digital marketing. If you want to believe all the hype, it’s the solution to all your problems, right? Well no, certainly not the solution to everything. But when Google actively downgrades inbound links that are of low quality and dubious relevance, you know your off-page strategies need something more than a wink and a nod.
Michelle Stinson Ross will take you through her process for vetting and engaging journalists, writers, and social influencers to build links and expand trust and credibility with new audiences.
International ux research - the highs and lowsElle Geraghty
This document discusses international UX research and lessons learned from case studies conducted in Thailand, Korea, and Japan. Some key points include:
1. Preparation is key for international UX work and requires allocating more time for set up and contingencies for technical issues.
2. There are significant cultural differences across markets in factors like language, technology, and gender roles that require research understanding to properly conduct UX work.
3. Using interpreters for user interviews is different than using translators, and requires practices like allowing extra time and being careful with wording to ensure accurate interpretation.
Similar to Meeting at the Intersection of Content Strategy and UX (20)
From OmniChannelX 2020:
First there was Siri. And then Cortana, Alexa, and Nest. Voice UI is the new hot thing – but how do you write in the right voice for… voice?
This session is for strategists and UX content creators alike. Planning and writing for a voice interaction means considering the complete experience – across all channels. In this session, you’ll learn how to plan for it, as well as tools to make the process easier.
What you’ll learn
- How voice UI is different from written content
- How to build a strategy that accounts for voice UI use cases
- Why your company voice needs to change for voice UI
- How to write and test content for voice UI
Accessible Design and Content in 20 MinutesMarli Mesibov
Looking for a quick-n-dirty guide to accessible content and design? Here's a 20min talk I gave to my team on content and design. It's full of tips and tricks.
Plain Language Can Be Inclusive, Accessible, and Fun!Marli Mesibov
A GatherContent webinar on plain language. We explore how plain language differs from other content, and how to create it. Includes tools, examples, and processes.
Designing for Voice UI: Planning and Writing for Voice InteractionMarli Mesibov
In this talk by Marli Mesibov, we explore voice UI. These slides come from a webinar given for UX designers and UX writers. Planning and writing for a voice interaction is different from writing for the web. In this webinar, we discussed how to plan for it, and tools to make the process easier.
Topic include:
- How voice UI is different from written content
- How to build a strategy that accounts for voice UI use cases
- Why your company voice needs to change for voice UI
- How to write and test content for voice UI
This document summarizes Marli Mesibov's presentation on journey mapping for content strategy. It discusses how Marli took a journey to the Confab EDU conference, presenting on this topic. The presentation covers why journeys matter for understanding users, introduces the concept of journey-first thinking, and provides a 4-step process for creating journey maps: 1) interviewing end-users and creating personas, 2) mapping user flows, 3) connecting touchpoints to channels, and 4) using the journey map to inform design. The presentation emphasizes designing for the full user journey across multiple devices and touchpoints.
This document discusses reducing stigma related to mental illness through advertising. It notes that 1 in 4 Americans has a mental illness but stigma leads people to see those with mental illness as dangerous, incapable, or victims. Stigma also causes discrimination and hinders diagnosis and treatment. The document suggests advertising can help by sharing success stories that establish goals of improving attitudes, increasing willingness to disclose issues, and promoting anti-stigma engagement. It provides examples of campaigns like Bring Change 2 Mind and organizations in various countries that are working to address stigma through educational resources and outreach.
1) Alfred is an example of anticipatory design that aims to anticipate a user's needs before they do.
2) The document discusses best practices for anticipatory design including focusing on context, being wary of over-personalization, and ensuring the user retains control.
3) It describes a case study where an insurance company wanted to anticipate members' needs but faced constraints of limited data and not wanting to over-personalize and lose trust. They used a human-centered design process to discover needs, synthesize scenarios, generate formats, and focus on triggers to anticipate actions.
The document summarizes a presentation by Marli Mesibov about her experience moving from an agency to a large company and some of the challenges that come with it. She discusses feeling like a "little fish in a big pond", losing motivation when no one feels ownership, and getting stuck in ruts. She provides advice like taking breaks when stuck, using the "shower principle" of letting ideas incubate, and focusing on solving problems rather than just discussing strategies. The overall message is about overcoming challenges, not giving up, and using your power and skills to improve situations.
This document discusses the challenges of translation and provides advice for making user experiences more inclusive across different cultures and languages. It notes that common idioms and phrases in one language like English do not always translate well into others. The document also encourages separating people from places in translations, thoroughly testing interfaces with edge cases and minority groups, and keeping designs and language simple.
Social media involves creating, sharing, and exchanging information and ideas through virtual communities and networks. It encompasses generating original content like articles and videos, sharing resources from the community, and engaging in discussions. Effective use of social media requires setting goals, devoting regular time to planning posts, and enjoying conversations with your audience.
Little content fish in a big company pondMarli Mesibov
This document is a conference submission by Marli Mesibov about challenges faced as a content strategist at a large company where clients were superiors rather than colleagues. It describes losing faith in work due to a lack of internal support for addressing problems. The submission proposes a session teaching how to make content issues into company priorities, navigate necessary criticism, and determine when processes help or harm work. Attendees would learn strategies for avoiding getting lost in a large company environment.
Content Strategy and IA: what the Hell?Marli Mesibov
In 2007 Rachel Lovinger said, “Content strategy is to copywriting as information architecture is to design.” But today, the fields of both content strategy and IA have grown, and practitioners face a new challenge: discovering where one leaves off and the other begins.
As content strategists we need to understand our role, but we also need to listen to IAs so that we can move from frustrations to mutual respect and communication.
Out of the silos and into the farm (NEPHP 2014)Marli Mesibov
The document discusses collaboration and its importance for successful projects. It advocates adopting an agile methodology over traditional waterfall approaches to promote collaboration between teams. The key aspects of agile methodology are frequent delivery of working software, business and development working together daily, and an ability to adapt to changing requirements. For collaboration to succeed, the document emphasizes keeping focused on the end goal, setting expectations between teams, and being willing to admit what you don't know.
Whether you’re a one-man team, or a member of a large team, collaboration can be difficult. We all know silos aren’t the answer, so how do you work together without stepping on toes or forcing the whole team to wait at each step of the process? In this talk, we’ll take a look at methodologies that ease the design process, and learn how a group can truly function as a team.
LavaCon - Content Strategy and Brand PersonalitiesMarli Mesibov
The document discusses how content strategist Marli Mesibov helps create brand guidelines and personalities. It outlines Mesibov's background and expertise in content strategy. The document then provides examples of how different brands like PBS and Verizon communicate their missions and commitments through language. It describes Mesibov's 5-step process for developing brand personalities and message architecture, including research, brainstorming, taxonomy creation, archetype selection, and message development. It emphasizes that words have the power to create a brand's personality.
Marli Mesibov's Content Strategy Forum talk on What's In a Story reviews why storytelling is such a powerful tool, and how we can leverage it in our content strategies.
Best Digital Marketing Strategy Build Your Online Presence 2024.pptxpavankumarpayexelsol
This presentation provides a comprehensive guide to the best digital marketing strategies for 2024, focusing on enhancing your online presence. Key topics include understanding and targeting your audience, building a user-friendly and mobile-responsive website, leveraging the power of social media platforms, optimizing content for search engines, and using email marketing to foster direct engagement. By adopting these strategies, you can increase brand visibility, drive traffic, generate leads, and ultimately boost sales, ensuring your business thrives in the competitive digital landscape.
Discovering the Best Indian Architects A Spotlight on Design Forum Internatio...Designforuminternational
India’s architectural landscape is a vibrant tapestry that weaves together the country's rich cultural heritage and its modern aspirations. From majestic historical structures to cutting-edge contemporary designs, the work of Indian architects is celebrated worldwide. Among the many firms shaping this dynamic field, Design Forum International stands out as a leader in innovative and sustainable architecture. This blog explores some of the best Indian architects, highlighting their contributions and showcasing the most famous architects in India.
Architectural and constructions management experience since 2003 including 18 years located in UAE.
Coordinate and oversee all technical activities relating to architectural and construction projects,
including directing the design team, reviewing drafts and computer models, and approving design
changes.
Organize and typically develop, and review building plans, ensuring that a project meets all safety and
environmental standards.
Prepare feasibility studies, construction contracts, and tender documents with specifications and
tender analyses.
Consulting with clients, work on formulating equipment and labor cost estimates, ensuring a project
meets environmental, safety, structural, zoning, and aesthetic standards.
Monitoring the progress of a project to assess whether or not it is in compliance with building plans
and project deadlines.
Attention to detail, exceptional time management, and strong problem-solving and communication
skills are required for this role.
Practical eLearning Makeovers for EveryoneBianca Woods
Welcome to Practical eLearning Makeovers for Everyone. In this presentation, we’ll take a look at a bunch of easy-to-use visual design tips and tricks. And we’ll do this by using them to spruce up some eLearning screens that are in dire need of a new look.
International Upcycling Research Network advisory board meeting 4Kyungeun Sung
Slides used for the International Upcycling Research Network advisory board 4 (last one). The project is based at De Montfort University in Leicester, UK, and funded by the Arts and Humanities Research Council.
Meeting at the Intersection of Content Strategy and UX
1. 1
PREPARED BY
MEETING AT THE INTERSECTION
OF CONTENT STRATEGY AND UX
@MARSINTHESTARS
November 5, 2015
UX Boston
Marli Mesibov, Director of Content Strategy
Mad*Pow
2. 2
• Director of Content Strategy
at Mad*Pow
• Managing Editor of UX Booth
• How do content strategy and
UX design fit together?
UX Boston | @marsinthestars
Who am I? Why am I here?
3. 3
UX Boston | @marsinthestars
What accomplishes this?
4. 4
UX Boston | @marsinthestars
UX and content strategy go together like puppies and kids.
I’m a content strategist, and also a user experience strategist. I’d like today to be fairly informal, and give us a chance to discuss content strategy, content management, UX, and where they overlap. Let’s start here. What job focuses on making things useful, usable, desirable, findable, accessible, credible, and valuable? UX, right?
Let me rephrase the question. What job focuses on making content useful, usable desirable, findable, accessible, credible, and valuable? Content strategy, right?
Look, content strategy and UX go together like puppies and kids.
UX and content strategy can work in their own separate departments. Sometimes they have to remain separate, because they began as writing and design teams. But let’s look at 6 situations where UX and content strategy run into each other full force.
Brand: what we say, how we look.
Tell the story of OHO’s website. The designer had created a whole series of images, colors, representations, but there was no message. As a result, they could see who they wanted to be, but they weren’t sure how to act.
Rowan University
Everyone does IA
Site maps (how they work, what’s in them)
Content strategists look not just at how the flow would go, but what content we have to support the IA
Content creation! (templates and designs)
(MSK) – figure out what content blocks will go in the design (content mapping)
Create content (adaptive content) that won’t break the site.
Where strategy guides wireframes, templates can then set up a system to help copywriters, photographers, etc create content.
This is also (sometimes) where content management comes into place.***
Fidelity
Microinteractions (help text, error messaging, pop ups) are one specific area of content creation that I want to call out. A lot of people think of error messaging, for example, as being a copy job. But it’s more than that. It’s a content and design interaction.
There are skills to hone, to help working together.
Try out the skills you’re not good at. It will make you value the other person’s contributions.
Sketching/Pictionary
Sketching what someone else says and ability to communicate to someone else what to sketch
Grouping and categorizing (post ups)
Compromising
Try out the skills you’re not good at. It will make you value the other person’s contributions.
Sketching/Pictionary is a good way to practice communicating in the visual medium to non-designers and to designers (as a non-designer)
Sketching what someone else says to, and giving the instructions to someone else, helps you learn to communicate
Meghan’s definition
Compromising is as valuable a skill as any other – and not “coming up with something no one is happy with.”