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LavaCon 2017 - Stop, Listen, and Collaborate: Creating an Experience-first Content Strategy
- 1. ©2017Mastercard.ProprietaryandConfidential. @melindarox 1 Stop, Listen and Collaborate: Creating an Experience-First Content Strategy Creating an Experience-First Content Strategy Melinda Howard Belcher Senior Director, Digital Experience Nov 3, 2017 11/14/2017
- 4. ©2017Mastercard.ProprietaryandConfidential. @melindarox 4 @melindarox “Experience-first content strategy is about collaborating with internal SMEs to make sure we’re saying the right things to the right people at the right time in order to drive preference for our products and services.” 11/14/2017
- 5. ©2017Mastercard.ProprietaryandConfidential. @melindarox 511/14/2017 “I know content strategy is important—why doesn’t everybody else?”
- 6. ©2017Mastercard.ProprietaryandConfidential. 611/14/2017 STOP: • Expecting people to know what you’re talking about • Getting frustrated when they don’t • Basing decisions on “HIPPO hunches” • Waiting for people to come to you • Getting hung up on bureaucracy @melindarox
- 7. ©2017Mastercard.ProprietaryandConfidential. 711/14/2017 LISTEN • Find your friends • Get your nose into everything • Take every meeting • Go right to the source @melindarox
- 8. ©2017Mastercard.ProprietaryandConfidential. 811/14/2017 @melindarox COLLABORATE • Embrace your role • Make a growth plan • Build excitement
- 9. ©2017Mastercard.ProprietaryandConfidential. 911/14/2017 STAKEHOLDERS • Educate those who are willing to learn • Explain your plan and why it’s important • Help visualize the solution • Leverage connections and support @melindarox
- 10. ©2017Mastercard.ProprietaryandConfidential. 1011/14/2017 MARKETING • Understand how campaigns work • Dig into customer segmentation • Consider behavioral data @melindarox
- 11. ©2017Mastercard.ProprietaryandConfidential. 1111/14/2017 CUSTOMER SUPPORT • Get access to customers • Get access to data and content • Map information to experience @melindarox
- 12. ©2017Mastercard.ProprietaryandConfidential. 1211/14/2017 SALES • Often knows the most about the customer • Understand how sales cycles work • Collect feedback in a social setting • Provide lots of stimulus @melindarox
- 13. ©2017Mastercard.ProprietaryandConfidential. 1311/14/2017 DESIGNERS & DEVS • Work collaboratively when you can • Feed people for feedback • Use team workspaces • Keep the user as priority #1 @melindarox
- 14. ©2017Mastercard.ProprietaryandConfidential. 1411/14/2017 LEGAL & POLICY • Invite legal teams to observe user research • Invite them to hear findings • Introduce a regular process to revise problematic content @melindarox
- 15. ©2017Mastercard.ProprietaryandConfidential. 1511/14/2017 CONTENT COMMUNITY • Find your friends • Join digital work groups/forums • Check in personally when you can • Stay curious @melindarox
Editor's Notes
- Transposition of objects user needs first (not business or tech goals) Alignment of realities tech experience (functionality) customer experience (ease of use) business & product goals (KPIs & ROIs) Take time to listen in order to Collaborate
- Experience-first content strategy is about leveraging internal teams and their areas of expertise to make sure we’re saying the right things to the right people at the right time in order to drive preference for our brand. Rather than creating stand-alone deliverables, creating deliverables that align with and uild upon the work of others means you have an inherent foundation of support that you wouldn’t otherwise have. Collaborate: tech & product Products & services: business & product
- BUILDING CONSENSUS that content strategy is important MBA Designers Sales teams Stakeholders
- Round up the right people to solve problems Go right to the source to get the answers you need Get your nose into everything Take every meeting Find your friends Nothing is beneath you Make a plan to Increase awareness Build excitement Get your nose into everything & take every meeting Find your friends Make a plan to Increase awareness Build excitement
- Embrace your role as an educator/advocate Make a plan to grow awareness and support Build excitement about the power of content to drive experience
- Reach out to colleagues for support and connections Educate those who are willing to learn Explain your plan and why it’s important Help people visualize the solution Reach out to colleagues who do understand Leverage their connections Educate those who are willing to learn Explain your plan and why it’s important in terms they can understand Mock-ups, user flows, user stories; use visual methods to explain experience like content maps, user flows, customer journeys and comps/prototypes Get product owner/project owner input on your interview scripts & invite them to your calls Provide anonymized reports (explain this) Create an open connection; check in later
- Understand how campaigns are created, executed and tracked Dig into customer segmentation and personas Consider behavioral data as you’re mapping content to experience Understand how marketing campaigns are created, how they are tracked and why they fail How does that experience lead to the experience you’re working with? Through sales, marketing, etc Consider sentiment analysis and SEO as well as conversion, bounce and dwell rates Explain your plan and why it’s important in terms they can understand ain Create an open connection; check in later
- Access Talk to real customers about their experience Understand what information customers need at which point in the relationship Data Online and call center issue logs FAQs tracking Call scripts and email templates Support staff training documentation Map Support the support experience STOP Expecting people to know what you’re talking about re: personas Using marketing personas as buyer personas
- Often the sales team knows the most about the customer Understand how sales cycles are supported and tracked Collect feedback in a social setting Provide lots of stimulus to spark new insight Let them talk and talk and talk and talk about how well they know their targets Make it social, get to know them Lots of activity to keep this group engaged and Tracking: how sales cycles are tracked, where the data goes & how it’s used
- When possible, brainstorm and sketch collaboratively in a small group Feed people for feedback Collect feedback using collaborative team workspaces, physical or digital Appreciate that your priorities may be different, but they’re all important Make key decisions about the experience together Appreciate that design and technology have needs, too
- Invite members of your policy and legal teams to observe user research If that’s not possible, invite them to hear findings/watch video clips Introduce a regular process where you work together to revise problematic content 8. Work closely with policy and legal User research is a team sport, so members of your policy and legal teams should be observing user research. At the very least, they should be coming to show and tells (or showcases, or demos) to hear the findings and watch video clips of users. And you should have a regular process where you work together to revise text that is causing problems for users, while making sure that the words you're using correctly reflect policy and legislation.
- Find people in the company and out Set up working groups Talk in person Read, research, learn; want to know how things work & why