DEFINE YOUR CUSTOMER PERSONAS
My first step is always defining customer personas in great detail to understand my audience. This empowers an effective content strategy that resonates with target audiences and drives measurable action.
SOLIDIFY YOUR BRAND MESSAGING
Once I know your target customers, it's time to determine brand messaging. A detailed messaging doc guides your communication tactics and content development.
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CONDUCT A CONTENT AUDIT
I review all web content and examine what worked, what didn't work, and what can be improved. I'll then identify content gaps and document a quarterly/annual content strategy.
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CREATE YOUR CONTENT STRATEGY
Armed with customer personas, a thorough audit, and clear messaging, I create content themes, messages, core topics, and topic clusters to drive the overall content strategy.
START DRAFTING YOUR CONTENT
After your customer research and topic brainstorm is complete, I'll begin drafting your content, following a strategic outline. I revise the content until it's 100% ready for production.
MEASURE CUSTOMER ENGAGEMENT
After publishing a content asset, measuring customer engagement is key. I'll review core metrics that reveal which content resonates. We'll then adjust your content strategy to follow the data.
CONTINUOUSLY ITERATE & UPDATE
Regularly updated quality content can drive you to the top of search engine results pages. It's key to provide fresh information at all stages of the customer journey to address knowledge gaps.
CREATE AN EMPATHY MAP
This exercise is essential to understand and document your user's attitudes and behaviors. Knowing how a user feels at each phase of a purchasing decision helps me create UX copy that addresses pain points and moves him or her closer to completing a desired task.
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DEFINE THE PROBLEM
Once I complete the empathy map, it's key to define the problems I want my UX copy to solve. Creating these concise statements documents clear objectives and creates a benchmark to measure against when evaluating UX copy.
IDEATE TO EXPLORE CREATIVE SOLUTIONS
After empathizing with users and defining user needs, the brainstorming begins. I work with design teams to ask the right questions and come up with innovative ways to overcome a challenge. Focusing on one user need at a time, I work with UX designers to generate as many potential solutions as possible.
PROTOTYPE TO BRING IDEAS TO LIFE
Post-ideation-session, I work with designers to create low fidelity (rough) or high fidelity (clickable) mockups. This allows us to quickly test the prototype against the user need statements we defined in step two. Poking holes in these real representations of ideas gets us closer to solving the user problem at hand.
TEST AND SEE HOW USERS RESPOND
Finally, it's time to test the effectiveness of the UX copy I write. By gathering user data, I can identify areas of user friction where copy may need to be refined. Constant iteration based on real data helps reduce bounce rates and improves conversion. Following the data, I continuously refine the copy and re-test.