The LavaCon Content Strategy Conference | 23-28 October 2020 | UX: Virtual
Michelle Wu

Michelle Wu currently leads the Global Content Strategy team for Customer Experience at Coinbase, the leading cyrptocurrency exchange based in San Francisco. She also leads content localization and globalization efforts for Customer Experience.

She has over 10 years of content strategy, copywriting, and content management experience. Previously she created the content program at Squaretrade and UBB Pro (a Hong Kong based company).

From Content Silos to Content Venn Diagrams

There are unique and distinct content houses: UX products, marketingg and rowth, customer experience, and support. Each house is entitled to its own tone, language, and style that fits specific customer groups in a particular part of a product journey. But to build a scalable and sustainable content ecosystem, you have to create frameworks and teams that write content that is aligned, or risk building a siloed content ecosystem that is disjointed and ultimately a bad customer experience. Come to this session to learn how to:

  • Apply different content frameworks and scaling strategies to find a best fit for your company, industry, and content needs
  • Speak to the impact localization and globalization have on creating a shared content program
  • Bridge the gap between the different houses of content
  • What works and doesn’t work for different content projects because of content silos at the company