3 Ways to Design with Content in Mind
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Michelle Reyes gave a lightning talk on content strategy. She emphasized three main points: 1) Know your audience by understanding their motivations and needs beyond demographics; 2) Ensure your content, design, and branding are consistent with your company's voice and tone; 3) Consider the platform and attention spans of users by making content concise and accessible across different sources. The talk provided suggestions on using content types, solidifying brand perception, and setting users up for success.
3 Ways to Design with Content in Mind
- 1. PHX Content Strategy Lightning Talks with MICHELLE REYES UX/UI Designer for Zula Inc.
- 2. SOME BACKGROUND I was once a copywriter, but…
- 3. Spelling is not my fort ^e I love experience design more, and
- 4. I’M NOT A CONTENT STRATEGIST BUT I PLAY ONE ON THE WEB
- 5. WAYS TO DESIGN WITH CONTENT IN MIND
- 7. TREAT THEM LIKE PEOPLE NOT DEMOGRAPHICS < Empathizing with your customers allows you to see beyond age and occupation. You can glean motivation and understand consumer behavior. Personas are a good start when trying to get into your users’ heads.
- 8. TREAT THEM LIKE PEOPLE NOT DEMOGRAPHICS To build a solid profile, you should try to tell a more intricate narrative that taps into their pain points and roots out their core needs, thus creating a more holistic view.
- 9. ESTABLISH USER GOALS Pinpointing the goals of your users will cut out the guess work and provide you with a roadmap for your content and user experience.
- 10. NO TWO USERS ARE ALIKE HOW WILL YOU PROVIDE?
- 11. CONSIDER MULTIPLE CONTENT TYPES Some users require more information before they will commit. Content diversity will enable you to reach a broader audience. Content Mix Suggestions: • Videos • Product overview bullet points • Customer testimonials • Case studies • Blog posts • Press
- 12. 2TO THINE OWN BRAND BE TRUE
- 13. VOICE AND TONE HELP INFLUENCE DESIGN If your brand were a person, how would they be described? Select a few adjectives and use them as building blocks for the voice and tone of your content and the visualization of your brand.
- 14. Once you identify and solidify brand perception, have the experience, copy, and design match accordingly.
- 15. BUILD BRAND TRUST THROUGH CONTINUITY Whether consciously or unconsciously, consumers notice when your voice and design don’t match. Fonts, colors, and images say just as much about your brand as the copy.
- 16. 3BE WHERE YOUR USERS ARE
- 17. CONSIDER THE PLATFORM When creating content and a user experience, platform awareness is key to making your users happy no matter where they make contact.
- 18. BE MINDFUL OF TIME With content overload and fast internet, everyone’s attention spans are short. Messaging should be concise and served where it can make the most impact.
- 19. CONSIDER THE SOURCE No matter where your user is coming from, the experience should be helpful every time. They won’t always come directly to your home page, so make sure there is a clear path for them to convert.
- 20. BUY Whether they are window shopping or ready to buy, always set the user up for success.
- 21. WHAT I HOPE YOU LEARNED ✓ Treating your users like people makes for a more informed experience ✓ Use brand voice and tone as your north star ✓ Platform as well as state of mind should dictate how and where you market