Helpful articles

About

The quality of any piece of content can make or break a customer’s experience with a product or service. Content creators who understand each part within its whole (i.e., a systems-thinking approach) and think like a designer (i.e., empathize, define, ideate, prototype, and test) have a solid foundation to produce effective copy and exceptional experiences.

With that in mind, here’s a general description of my approach to tackling content projects, from short-form copy to articles to help centers and beyond.

Scenario: develop helpful copy

As a consultant and lead writer supporting web, mobile, and desktop applications, I routinely engage with clients and colleagues in various departments (e.g., development, support, marketing, training, and sales) to define and evaluate content requirements and to ensure our content is accurate, complete, and effective. I respond to requests for new content, to revamp outdated content, and to improve existing content. I also proactively monitor products, services, and policies that may impact our content. Strong project management and time management skills are a necessity when working on multiple projects with different needs and deadlines.

Process

Whether the objective is to introduce an audience to a new concept, walk them through a workflow, or guide them throughout a journey, the key is to understand the audience’s goals and to anticipate their needs. I draw from personal domain expertise, subject matter experts, and other available resources (e.g., personas, journey maps, usability tests, industry research, and more) as needed to define the requirements, validate iterations, and produce effective results.

When receiving requests for new or revised content, I clarify precisely what is requested and identify the absolute deadline. I'll ask questions such as:

• Who potentially needs the content and why?

• Does the content fit within the scope of our content strategy?

• Does the content already exist in some form?

• What format is best suited for the content and its audience?

• What is the potential lifespan of the content?

• Will the content require future maintenance and, if so, to what extent?

• What resources do I need to produce the content?

• What styles, standards, and precedents apply to the content or even the request itself?

• Which stakeholders need to be involved in the design process?

• How long will it take to produce the content?

• How do I incorporate the project into my schedule and stakeholders' schedules?

• Do I need to buy more coffee?

After my initial questions are answered, I get cracking. Time is usually the scarcest resource, so I iterate as quickly as possible. According to preferred processes and time-sensitive considerations, I validate iterations through stakeholders as needed or as scheduled to ensure the deliverable meets or exceeds expectations. Once I deliver a project, I archive all related assets per established retention policies, including any unique domain knowledge or requirements to assist future stakeholders and contributors.

Results

Successful content can be measured by fewer support calls, more customers, more customer conversions, completion of an in-product journey, solid product satisfaction, and other metrics. I strive to deliver content that consistently meets stakeholders’ expectations and always look for opportunities to raise the bar.