The relationship between marketing and UX writers is, well…it’s complicated. A content playbook is a critical tool for these team teams to reduce friction and improve alignment. This workshop will cover what content playbooks are and how they’re used, show real-life examples from consumer and enterprise solutions, and offer hands-on experience crafting joint value prop messaging and writing user flows. Attendees will walk away with templates they can use now to deliver consistent content from the promise to the payoff.
This highly interactive workshop focuses on how to use content playbooks to connect marketing and in-product customer experiences. We’ll dive into the different roles marketing and in-product content plays and how to get clarity on shared goals. Using a fictional product experience, attendees will practice crafting joint value proposition statements, benefit messaging, and in-product flows. We’ll also use journey maps to show how and when to use tone and friction throughout the experience to dramatize the payoff. Attendees will get experience writing both marketing and UX content and walk away with a content playbook template they can use to:
In this session, attendee’s will learn:
- Align quickly across teams and stakeholders
- Share ownership in the content creation process
- Get clarity on content principles and messaging
- Create consistent, meaningful messaging in the front doors experience (the promise)
- Thread that messaging into the product experience for a greater payoff