how content strategy can make your design shine
DESCRIPTION
At the Inspire Conference in Leiden, The Netherlands, Shelly Bowen of Pybop talks about 5 ways content strategy can make your design shine. For more information for designers on content strategy, go to http://www.pybop.com/2012/12/content-strategy-design-shine/TRANSCRIPT
What does a content strategist do?
CORE MESSAGING STRATEGY
StoryPybop, LLC
• Characters
• Conflict
• Journey
• Resolution
Story• Target audience
• Needs/Wants
• User Path
• Action
Pybop, LLC
5 WAYSContent Strategy
Can Help Your Design Shine
Pybop, LLC
Pybop, LLC
Pybop, LLC
Pybop, LLC
Pybop, LLC
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Tagline Goes Herenavigation navigation nav nav nav
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Pybop, LLC
AD GOES HERE
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5 WAYSContent Strategy
Can Help Your Design Shine
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FEED YOUR CREATIVITY
PRIORITIZE
SHOW VALUE
DISCOVER
EVOLVE
Questions to Ask Your Content Strategist
• Characters: Can you describe our primary audience? Secondary?• Conflict: What do they want/need?• Journey: Where are they coming from and where do they need to go first? After that?• Resolution: What action should they take to make them happy? • Alignment: Do these answers align with business objectives?
Pybop, LLCTools: tinyurl.com/design-shine
Character: She loves fine food, cooking, and
entertaining. She’s someone who believes
s/he has fine tastes. She wants quality
ingredients.
Conflict: She wants to impress
her friends and pair the right beverages with her baking for
a party.
Journey: She’s just back from SF, where she visited the store.
She needs to remember what she likes and get more.
Resolution: Establish loyalty with brand and order the right
chocolate online. Show off skills and enter
contest.
Story
Pybop, LLC
