A well-developed product voice is essential for establishing a personality and consistency across surfaces. But how do we add nuance to communicate in a manner that’s contextual yet still on-brand? Enter the almighty art of modulating TONE. Tone work is the secret sauce teams apply to make content meaningful. Adjusting tone makes messaging relevant to the situation a user is likely facing. It helps account for stress cases more fully, meaning product experiences are appropriate and better reflect real life.
Attendees will learn about tools developed by Facebook’s in-house content strategy team, with examples to demonstrate how they’re applied by about 200 writers at the company. Anyone who works in content knows it’s hard enough to get a team of writers aligned on applying the same voice. Writing with the same voice while adjusting tone compounds the challenge. This talk shares strategies for how to guide writing teams in mapping content to a range of emotions and developing content that’s consistent and contextual.