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AliciaLane
CONTENT FIRST DESIGNA great conversation
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The walls we build to protect ourselves can
easily become the prison we long to escape.
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A business problem we face on a daily basis is failing to
communicate
with customers
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It isnt about publishing
pages anymore, its about thinking in systems.
Karen McGrane
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1
Gettoknowtheusers
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Basically, what my process at Punch looked like
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MessageArchitecture
3
ContentAudit
4
Fillinthegaps
5
ContentModeling&
Types
Content-first Design for Website Redesigns
6
Copywriting
7
StructuretheCMS
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OMG!
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Add your own sub-title here
The difference?
Forwhom?Why?What?Wheretheheck?
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When it seems hopeless go back to the basics: the
users and their needs.
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Structuring content
outside of the presentation gives it
freedom to go anywhere.
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How you design content, says a lot about who
you are.
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1
Gettoknowtheusers
2 4
53
17
Basically, what my process at Punch looked like
MessageArchitecture
ContentAudit
Fillinthegaps
ContentModeling&
Types
Content-first Design for Website Redesigns
6
Copywriting
7
StructuretheCMS
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15
Design Thinking
Needs of People
Needs of Our Business
Growth
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Now we focus on exactly what we say, when, and to whom
Content Design
How PeopleTalk About
Their Needs
How We Talk About
Peoples Needs
Faster Growth
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When it seems hopeless go back to the basics: the
users, their needs, and how they talk about their
needs.
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71% of Millennials say theyd rather visit the dentist than call
their
bank.- The Millennial Disruption Index
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Words can alienate, infuriate, and confuse.
But they can also comfort, delight, build trust, and
connect us.
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Content Strategy isnt copywriting.
Its using words to design meaningful
conversations.
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The Right Message to the Right Person at the Right Time.
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Designing with words propels us into
conversations that feel anticipatory, human, and memorablefor
all the
right reasons.
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So, how do we do this?
So gladyou asked!
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We need to teach ourselves the language
our customers use.
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Tip #1: Read it out loud, from end-to-end.
If you cant do it without feeling fake or missing key details,
its not conversational enough yet.
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Tip #2: Validate understandability then usability.
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Does our content inspire confidence or provide comfort? Lets
find out.Content Testing
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Tip #3: Do these things before giving your content
structure.
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WORDS MATTER.
So we design with them and for them.
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Do you want MORE?
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@rvacontentrvacontentstrategy.com
Join us on Slack for some real talk.
http://rvacontentstrategy.com
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Alicia Lane@leashal
