In this talk, you'll see real-world product examples from the content strategist on the Facebook Payments team. These examples show how content strategy not only influences UX, but can actually make money.

1. Money Talks
How Content Strategy Can (Literally) Prove its Worth
Emily Shields | @iheartejs
© 2015 Facebook, Inc. and Emily Shields

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Simple
Straightforward
Human

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proof

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10. What You’ll Learn
1. Don’t call content changes “small.”
2. Make it easy.
3. Optimize for the long term.
4. Make error messages as specific as possible.
5. Only ask for what you need.
6. Avoid implying “buy” unless you mean it.
7. Put your message where it matters.
8. Tell them what’s coming.
9. Sometimes less is, in fact, less.
© 2015 Facebook, Inc. and Emily Shields

11. LESSON 1
Don’t call content
changes “small.”
© 2015 Facebook, Inc. and Emily Shields

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15. 1.5%
© 2015 Facebook, Inc. and Emily Shields
lift in completions

16. “This really showcases that really small things like text
changes, things that don’t take a huge amount of
technical work, just evaluating the flow, seeing where the
opportunities are, can yield huge results.”
IMPORTANT
© 2015 Facebook, Inc. and Emily Shields

17. LESSON 2
Make it easy.
© 2015 Facebook, Inc. and Emily Shields

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21. 2.4%
© 2015 Facebook, Inc. and Emily Shields
lift in completions

22. LESSON 3
Optimize for the
long term.
© 2015 Facebook, Inc. and Emily Shields

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30% higher refund rate

25. LESSON 4
Make error messages as
specific as possible.
© 2015 Facebook, Inc. and Emily Shields

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29. 4.7%© 2015 Facebook, Inc. and Emily Shields
lift in ads payer rate

30. LESSON 5
Only ask for what you
need.
© 2015 Facebook, Inc. and Emily Shields

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36. 32%
© 2015 Facebook, Inc. and Emily Shields
lift in weekly conversion over the control group

37. LESSON 6
Avoid implying “buy”
unless you mean it.
© 2015 Facebook, Inc. and Emily Shields

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40. 87%© 2015 Facebook, Inc. and Emily Shields
higher click through rate

41. LESSON 7
Put your message
where it matters.
© 2015 Facebook, Inc. and Emily Shields

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48. http://allfacebook.de/fbmarketing/keine-taeglichen-rechnungen-mehr-vereinfachung-bei-der-abrechnung-von-facebook-anzeigen
© 2015 Facebook, Inc. and Emily Shields
“No daily bills anymore: Facebook ads
statements made easier”

49. LESSON 8
Tell them what’s coming.
© 2015 Facebook, Inc. and Emily Shields

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54. 8%© 2015 Facebook, Inc. and Emily Shields
more people reactivated their ad account

55. LESSON 9
Sometimes less is,
in fact, less.
© 2015 Facebook, Inc. and Emily Shields

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61. 80%
5%
© 2015 Facebook, Inc. and Emily Shields
overall lift
decreased credit cards entered by

62. To Review
1. Don’t call content changes “small.”
2. Make it easy.
3. Optimize for the long term.
4. Make error messages as specific as possible.
5. Only ask for what you need.
6. Avoid implying “buy” unless you mean it.
7. Put your message where it matters.
8. Tell them what’s coming.
9. Sometimes less is, in fact, less.
© 2015 Facebook, Inc. and Emily Shields

63. © 2015 Facebook, Inc. and Emily Shields

64. Money Talks
How Content Strategy Can (Literally) Prove its Worth
Emily Shields | @iheartejs
© 2015 Facebook, Inc. and Emily Shields