Content Strategy and UX - Part 1

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Content Strategy and UX - Part 1

2001-2016 Globalization Partners International. All rights reserved. Trade marks are property of their respective owners.

A content strategy is a cornerstone of your company's inbound marketing effort. It is the plan for creating and presenting your content in a meaningful, useful and relevant context to optimize user experience (UX).

Customers are hungry for information relevant to them and their needs.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Effectively preparing and executing a content strategy enables you to deliver the right information at the appropriate time and place for your audience. This blog will focus on the three building blocks of great content: voice, tone and style.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Finding your Voice

We all have a voice. It may change slightly, but usually each of our voices are recognizable. Your website and content also have a voice. The voice can vary depending on the context of the content, but generally your brand's voice should be consistent and recognizable.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

The voice is an expression of the brand it represents. How you define your brand will determine your voice. According toPatrick Nicholsyou can identify a website's voice by pinpointing the keywords and phrases used.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

For example,Globalization Partners International(GPI) has keywords and phrases like "translation services", "latest blog entries", "who we work with" and "who we are" listed on the website's homepage. This shows GPI's commitment to ourtranslation services, but it also expresses our desire to create compelling and informative content and connect with our visitors by showing who we are. The voice is professional, competitive, innovative and engaging.An effective content strategy will define your brand's voice and help you create content to support it.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Shaping your Tone

Voice expresses your brand and is typically recognizable across all content, but the tone reflects the intent and can vary depending on context. Nichols states that audience profile, subject matter and desired outcomes are the three main considerations associated with tone.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Audience profiles are your personas. An important part of your content strategy is determining who you are creating content for. Identify your customers' demographics. Age, education level, income, location and language spoken are some of the factors used for defining your audience. When you know who you are producing content for, you will know what type of content to create and the tone to use.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Subject matter and desired outcome go hand-in-hand. The subject matter is dependent on the message you want to convey and the outcome you desire. The tone used will reflect these two factors.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

For example, the tone forGPI's contact pageis not the same as thetranslation portals and tools page. The contact page is intended to provide the location and contact information of GPI's headquarters and global offices. The subject matter is basic and straightforward, and the desired outcome is purely informative. But the content on the translation portals and tools page is intended to create interest in our globalization tools, connectors and portals. The subject matter is intriguing and impressive, and the desired outcome is to have visitors take action by contacting GPI to demo our portal and connectors and ultimately select GPI for their translation and localization projects.Identifying your audience, subject matter and desired outcome will help you shape the appropriate tone for each piece of content.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Defining your Style

Style is comprised of the combination of voice and tone. As you find your voice and shape your tone you are building your style.Decide what defines your brand and make a list of attributes and characteristics. This will become your content voice.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Describe your personas which will become the audience for your content. Choose your subject matter to clearly communicate your message and what outcomes you hope will result from the content.These three pieces will determine your tone.

Once you identify the voice of your brand and tone of your content, you will be able to create a style guide for your content strategy.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

SummaryContent is a critical component of UX. People are bombarded with content daily, so you must create a strategy that makes your brand's content stand out from the crowd. Considerations like target audience, your message and your goals will help you craft that strategy. Engage with your customers and discover what information they are looking for, then deliver it. Users will remember their positive UX when dealing with your company and they will look to your brand as a source of thought leadership.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

Resources for Multilingual Websites and ContentYou may gain further insight into multilingual websites considerations,multilingual SEOand related topics by reviewing previous blogs written by GPI:Why Google Places is Important for International Business?Website Localization and CMSCreating Culturally Customized Content for Website Translation3 Metrics for Measuring Language Translation QualitySocial Media LocalizationGPI's content strategists and localization team will conduct your multilingual website analysis and localization requirements.GPI also offers Global Search Engine Marketing Servicesand many otherTranslation Services.Please feel free to contact GPI atinfo@globalizationpartners.comwith any questions about our language and technology services. Also let us know if you have any interesting blog topics you would like us to cover in our future blogs. You may request a complimentaryTranslation Quotefor your projects as well.

Content Strategy and UX - Part 1 Globalization Partners International. All rights reserved.http://blog.globalizationpartners.com/#

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