The Age of the Content Experience Designer Akshay Iyer – Manager Information Engineering July 2018

Agenda The CUSTOMER PARADOX 1 THE UX Story 2 The DIGITAL marketing STORY 3 the content experience designer 4 5 breadth and depth 6 Next steps

A Customer’s Paradox

The marketing website gives a different message The documentation deals with specific features Do I need to pay for education to learn the product? Pre-sales demonstrated some great use cases https://balajiviswanathan.quora.com/Lessons-from-the-Blind-men-and-the-elephant

Develop documentation that helps a customer use the product Imagine This Scenario.. Assigned as a writer to a new SaaS product being developed by your organization Develop documentation that helps a customer use the product

The UX Story UX refers to the way a product behaves and is used in the real world

Meet Jane UX User Experience Design Fundamentals – Joe Natoli - Udemy

5 Elements or Planes of UX User Experience Design Fundamentals – Joe Natoli - Udemy

Target Persona Information Mapping content to user’s expectations Am I looking only for strategy level information or does this have any real impact on my work? Target Persona Information Mapping content to user’s expectations

Writing for a Target Persona Will the information you create directly address the user’s problems vs. talking about the features of your product User Experience Design Fundamentals – Joe Natoli - Udemy

UX Research Phases Will the information you create clearly call out the limitations of your competitors and showcase your strengths User Experience Design Fundamentals – Joe Natoli - Udemy

Mapping Content To User’s Expectations When your user takes a trial of your product, will your content help answer these questions? User Experience Design Fundamentals – Joe Natoli - Udemy

The Digital Marketing Connection Digital Marketing is the use of the internet, mobile devices, social media, search engines, display advertising and other channels to reach consumers

How does a customer know you exist? Why should I be worried about Digital Marketing? I have everything I need from my UX collaboration. How does a customer know you exist? How will you ensure your customer buys your product?

How Do You Buy What You Need Image Credit - https://envigo.digital/blog/content-marketing/moments-of-truth-marketing

How Do You Buy What You Need Image Credit - https://envigo.digital/blog/content-marketing/moments-of-truth-marketing

SaaS means your products is bought by users not companies I know that the user reads reviews? I do it every day. What’s the big deal? SaaS means your products is bought by users not companies Can users easily discover your product on Google? Can you control their journey after they find you on the Web?

Getting Started and Onboarding Content Blogs and MOOCs Getting Started and Onboarding Content Special content unlocked to paid customers including webinars Incentives for customers to give video testimonials including access to beta https://www.smartinsights.com/digital-marketing-strategy/race-a-practical-framework-to-improve-your-digital-marketing/

Find out what users are researching Blogs and videos to engage users Key Tools Used Find out what users are researching Blogs and videos to engage users HubSpot/Marketo Bright Funnel Software to manage customers, landing pages, email campaigns, and social media pages Linking spends to results by integrating tools Google Keyword Planner/Google Trends WordPress as CMS for Blogs

DEMO

All this is great? But what is my job here? Work with your Digital Marketing team to get keywords Author blogs with those keywords that discuss customer problems Add a link to product trials for your blog Help build a MooC for your product if possible Create the onboarding experience with UX team

The Content Experience Designer A Job Title for the Future

Design and implement a content strategy that helps users successfully adopt your SaaS product

Traditional Documentation Process Planning Drafting Reviewing Publishing Editing Revising

Continuous Documentation Modelling CDM Analyze Design Develop Publish

Analyze Phase Analyze User Personas Competitor Research Stakeholder interviews ZMOT Moments Keywords and Trends CMS and Marketing Systems UX Inputs Marketing Inputs Research Recommendations Document

Design Phase UX Inputs Marketing Inputs Direct Overlap Persona-based content Competitor-specific assets (blogs, videos, examples) First-use impression impact ZMOT specific content experiences Blogs, video nuggets, and MooCs Core Features coverage UX Inputs Marketing Inputs Direct Overlap Content Design Document

Develop Phase Design Persona-based documentation on CMS Getting Started and Onboarding Experiences Microsites to capture ZMOT Blogs and videos for Inline-documentation for products using CMS integration with Elevio, Pendo, Zendesk etc. Pendo/WalkMe to develop use-case based onboarding experience Microsites to capture key ZMOT moments Ensure marketing can reuse content for Blogs and videos - WordPress

Publish Design Trials and GA Trials and GA Persona-based documentation on CMS Getting Started and Onboarding Experiences Microsites to capture ZMOT Blogs and videos Trials and GA Trials and GA Pre-GA to generate interest about product Pre-GA to generate interest about product

Next Steps

Balancing Breadth and Depth

To Learn More: User Experience Design Fundamentals – Udemy Digital Marketing Specialization - Course Era Web Development Nanodegree - Udacity

Akshay Sainath Iyer Manager Information Engineering AkshaySainath.Iyer@ca.com

Thank You.