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A Day In The Life of a Content Strategist
Samartha VashishthaSr. Manager – Content Strategy, Expedia
Smitha VSenior Content Strategist, Adobe
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What we’ll discuss
Fundamentals CS toolkit and deliverables
Approaches to CS projects Case studies
What the heck do……content strategists do?
“A content strategist works to understand business goals and user needs; and then helps plan, develop and deliver clear, relevant content that brings the two together.
”Courtesy: LaneTerraLever.com
Specialized role within documentation teams
Content strategy teams (UX & Marketing)
Digital ad agencies
Independent consultants
Where are content strategists found?
It’s rudimentary, but… Content strategy vs Content writing
Source: http://gathercontent.com/blog/wp-content/uploads/sites/2/2015/06/contentStrategy_ch15.pdf
vs.
filling in text into these blocks
Allied disciplines (context: Indian IT)
Information architect Digital Strategist Technical
Communicator Business Analyst Digital Product Manager
Community Manager User Advocate
Types of content strategy
Foundational vs. Discrete
Horizontal vs. Vertical
UX vs. Platform
By project type By focus area By skill
The content lifecycle
Source: http://gathercontent.com/blog/wp-content/uploads/sites/2/2015/06/contentStrategy_ch15.pdf
Problem finding Problem solving Solution testing
Design thinking process
Source: https://www.nngroup.com/articles/5-steps-service-blueprinting/
Content strategy starter kit
User personas
Customer journeys
Competitive research
Business goals/brand statements
SEO guide
Surface maps
Channel maps
Metrics and KPIs
Content strategy deliverables
• Audits and inventories• Heuristic audits vs comprehensive audits
• Framework and strategy decks• Tone, voice, and editorial guidelines• UX copy• System and agent messaging based on user intents• Stakeholder interviews and surveys• Content models and maps• Consulting deliverables
Typical content landscape
Content streams
UX content/Microcopy
How To content
Messaging
Smart agent responses
Agent scripts
Channels
Web
App
SMS
Smart agents
Real agents
Chat
Rich snippets
Locales
Full support Limited support Mini-locales
Including policy info
In-context
Intents, voice, and tone
Context++:
Personalization
Pillars of content experience
CONTEXT INTENT ENTITY
What we know about the user
Use cases; what (we anticipate) the user
wants to do
What the user is working with
All of them delivered through:
Channels/Surfaces• App• Web • SMS• Smart assistants
…and in multiple locales.
Examples: Conversational pillars
Entity Flights Cruise Cars Mobile app
Intent Insure the flight Book a ticket Report collision Troubleshoot crash
ContextLogged in user
checking out on the website
Web user trying to avail a last-minute deal
Web user who has recently been in an accident
Unknown user submitting a crash
report
Sample data-driven intents (Travel domain)
Sample intents
Clarify planinclusions
Cancel and obtain refund
File a claim Book a car
Postpone flightSwitch payment method
Customer contact data
Data sources
Top issues lists
Experience inhibitors
Social trends
SAMPLE ONLY
Tones of voiceVoice represents brand identity. A voice may have several tones, which cater to specific use-cases.
Overarching tone characteristics: Useful, efficient, unambiguous
Approaches to content strategy projects
Stakeholders
Product companies
• Product teams (Marketing, Engineering)
• UX counterparts• Customer
experience/support teams• Authors• Production and web teams
Service companies
• Account managers• Clients (all teams as in
product companies)
Digital agencies
• Creative directors• Graphics and design• Clients (all teams as in
product companies)
Case studies
Messaging: Tone & Voice
Scaled authoring: Community Content
Intelligent content surfacing
CASE STUDY 1: How do I say that?
The problemEncourage customers to tune in to updates about their trips of interest. Help them take that dream trip with confidence and peace-of-mind.
Tones of voice
Low prices disappear fast. Never miss out on one.
Grab the best prices right when they happen.
You’re just a step away from grabbing the best price. Always.
Customer history
Customer type
Purchase history
Page statistics
Property trends
Data signals
CASE STUDY 2: How do I scale my instructional content?
Why scalable authoring is important
Scale content creation Less phone-time; more self-help Harness power of real-world practitioners
• More experts to more customers
• One-many and peer-to-peer support
• Increase access and value of existing knowledge, experts, self-service resources and content
• Customers prefer self-service and communities to phone by >3x
• Reduced customer effort, delays, handoffs compared to traditional support channels
• Industry experts – knowledge across products, technologies & solutions
• Practical knowledge – what works and what doesn’t
• Trusted voice of peers
What does it take for us to scale content creation
Content strategy and operations
Community program Community authoring
Scalable content creation, review, and publishing
• Identify content needs
• Writing guidelines
• Audits
• Governance
• Measure
• Recruit and train
• Incentives
• Recognition
• Call for contributions
• Authoring
• Editing/Review
• Publish
• Amplify
AUTHORS
EDITORS
PUBLISHERS
Sample plan
Launch the pilot
Onboard products – stage 1
Onboard products – stage 2
Include additional incentives
Measure effectiveness of community program and improve iteratively
Recruit more authors
Top call drivers, content gaps, trending issues
Authoring and publishing platform with content optimization tool
Community professionals
Company swag, Community author badges, Credits
Feature releases All users Swag, gift vouchers
Nov Feb May Aug Nov
Dependency on engineering
Sample asks for a pilot
3 resources to support content review, editing, publishing
Approval to move forward with limited pilotConfirm prioritization to continue defining program
Partner with social to engage, recruit, train authors
Source external authoring and publishing tool
Develop a model to incentivize usersCredit and showcase authors on published content
Metrics and analytics support on content effectiveness
CASE STUDY 3: What content do I surface?
The problemMake the most of the limited screen real estate in a chat window to help as many customers as possible self-solve their issues. Quickly connect the remaining customers to support queues.
Solution
I think I know what’s happening. The last payment to your account didn’t go through. Could you check if your card is nearing its credit limit?
Issue: Expired product license64% of customers are in the US90% of US customers pay through credit cards60% of CC customers have AMEX
Common root cause: Customers are unaware that their card is near or over its credit limit.
The bot says
What maketh a good content strategist?
Broad generalist
Gifted writer
Puts the user first
Persuasive communicator
“Gets” business
needs
Trusts data Navigates ambiguity
Strives for simplicity
What maketh a good content strategist?
Sample JD
Helpful resources
• The Content Strategy Alliance handbook• Content Strategy 101• Content strategy for technical communication• How to tell if you’re a content strategist
Start a conversation
What content strategy problem are you trying to solve at your workplace?Tell us more…
Appendix: Bot PersonaSamartha Vashishtha
Expedia, [email protected]
Smitha VAdobe, [email protected]
Your content strategists…
Appendix: Bot Persona
That’s all, folks!
