The Stuff of UX Content Strategy: Part 1
The work I do is messy. My job is to write and review microcopy for software products and apps, often with a bit of copywriting, conversation design, and information architecture sprinkled in for good measure. Once referred to as UX writing, my niche field of expertise has taken on a new spin in recent years to become what industry folks call UX content strategy.
Still somewhat open for interpretation, this newfangled classification of writing + editorial + user experience design is taking shape at an increasingly accelerated pace. Thanks in large part to early content strategy pioneers like Gerry McGovern, Karen McGrane, and Kristina Halvorson, as well as open-source publishing platforms like Quora, Medium, and social media, content strategy is now a real thing, sparking lots of conversations and piquing the interest of people across the UX spectrum.
But because UX content strategy is so messy, explaining how to do it isn’t always obvious. Sure, there are lots of models, recipes, and formulas. And if you’re like me you’ve read all the articles, shared all the links, and bookmarked all the pages. Still, how you actually do the work varies from one project to another. The myriad quirks, foibles, and eccentricities of each project have a lot to do with this.
Part guidance, part advice, and part encouragement, this list is a loosely organized inventory of tools, propositions, maxims, and stopgaps that one might employ in the pursuit of their own content strategy objectives. To keep things short and readable, the list is broken into two parts, each requiring around five minutes of your time to read. Here, in Part 1, we focus loosely on stakeholder engagement, process management, and planning. I like to think of this as the engine of content strategy — the under-the-hood stuff that keeps your strategy in motion. In Part 2, we’ll talk about the fuel of your strategy — things you can get started on right away to spark interest and get your content strategy engine moving. Happy strategizing!
Wrangle your stakeholders
You might feel alone in this process, but you’re not. Your stakeholders have an interest in success, just like you. Keep in mind, this could be the first time many of them have worked with a content expert. Bring them along for the ride, teach them as you go, and then share the glory when you win together.
Get to know your customers
Understanding your customers is foundational to building your content strategy. Reach out to your research, marketing, and analytics teams and get the data. Or, join the customer research effort. Options include customer interviews, usability studies, home visits, and support calls & chat.
Rough out a roadmap
This doesn’t have to be perfect or exhaustive. Think of it more as a way to get your thoughts on paper so you can organize them. Use your roadmap to sell your strategy, stay on course, and recalibrate when things get sideways. Bonus points for having a document to show your boss. #win
Make a plan
Garnering the support of your manager and colleagues is key to the long-term success of your content strategy project. Focus on the top two or three content issues that you see, and then lay out a clear plan to fix them. If you need to course-correct as you go, that’s ok. The important thing right now is to set a direction and get moving.
Get some quick wins
Look for ways to make a big impact with minimal effort. Whether it’s cleaning up an existing screen flow, scripting a new design concept, or speaking at the next team meeting, even small wins can help move the content strategy needle.
Use your wins to convince the team
Let your wins fuel your momentum. Make sure the team notices your success, and when they do, be ready for a flood of requests. This is exactly what you want.
Be a diplomat
Believe it or not, half the work of content strategy is building and nurturing relationships with human beings. Some of these humans will get on board with your content strategy ideas right away. Others will need more time. The key is to approach your content project with a generous supply of diplomacy, and to remember that people generally appreciate sincerity, kindness, and respect.
Squeeze into existing operating mechanisms
From sprint planning meetings to daily stand-ups, find out where the conversations happen and invite yourself to join. Don’t be annoying about it, but be persistent. If the work is being tracked somewhere, make sure your work is included. The goal is to make content strategy an indelible part of the UX process. Which it is.
Design new processes to fill the gaps
Oftentimes, UX and development processes happen without regard for the content strategy. As the resident content expert, your superpower is to quickly spot these gaps and leap them in a single bound. Design new processes and be a content strategy hero!
Co-opt a design system
If you’re fortunate enough to have a design system — UX style guide, component library, etc. — make sure it includes writing guidelines. That way, content is positioned as a core UX element, and your guidelines are in a centralized location where others can easily find them.
Co-opt existing tools
Are there two or three primary tools your team uses for design work? If so, learn how to use them. You might not need them all the time, but you’ll be ready when you do.
Change your name
Find the right words to describe your role so others can understand what you do. Are you a UX writer, content designer, interface copywriter, product content strategist? The key is to find a title that 1) reflects the role and responsibilities of the job, 2) fits with your company culture, and 3) is likely to appeal to others in the industry whom you may want to recruit one day.
Outline a refreshed job post
Even if you don’t have the budget to hire someone right now, it’s smart to have an updated job post on hand. Look at leaders in the industry to see how they describe content strategy, compare it with what you already have, and then rewrite your post using the unique voice and tone of your brand. When the budget opens up to grow your team, you’re ready to go.
KTLO (keep the lights on)
This can be tough if you’re the only UX writer on staff, supporting multiple products and services. Believe me, I understand. Still, it’s vital that you continue to support your products and teams while you’re developing and executing your content strategy. Products still have to go out the door, and the humans are depending on you to make sure the words make sense. Do it for the humans!
Respectfully decline
Conversely, if you find yourself sinking in a quagmire of low-impact, tactical minutiae, pull back. Don’t let task-level work derail your long-term strategy goals. It’s really hard and takes a lot of courage, but sometimes you just have to say no. As one speaker at Confab 2018 said, “Sometimes you have to let them feel the pain.”
Empower non-writers to write
Let’s face it, there will never be enough writers on your team. Get around this universal truism by teaching non-writers the basics of good writing. At the very least they’ll learn to write better placeholder copy. And who knows, you could discover a closet logophile. One of the best UX writers I know started her career as a QA engineer. Who knew?
I know there are a million other things to consider in the pursuit of a successful UX content strategy. Share your thoughts below and help me fill in the gaps. Also, be sure to check out The Stuff of UX Content Strategy: Part 2, and then share both articles with all the people =) Cheers!
Photo by Frank Mckenna on Unsplash
