SUMMER SALE! Get up to 35% off over 50+ books
Strategic Content Design Cover

Paperback + Ebooks i Our paperbacks come with a free DRM-free ebook in three common formats: ePUB, Kindle (MOBI), and DAISY.

US$46.74

Ebooks only i Our DRM-free ebooks are available in three common formats: ePUB, Kindle (MOBI), and DAISY.

US$38.24

Strategic Content Design

strategic content design spot image

Tools and Research Techniques for Better UX

By Erica Jorgensen

Published: April 2023
Paperback: 320 pages
Paperback ISBN: 978-1-959029-57-1
Ebook ISBN: 978-1-959029-89-2

In Strategic Content Design, you’ll learn how content research can transform your content team—bringing new energy and enthusiasm for their work and gaining attention and respect from teams of all types across your company (product management, product design, user research, operations, and engineering). You’ll also get a toolbox with hard-won methods, best practices, and proven tips for conducting quantitative and qualitative content-focused research and testing.

Use this book to:

  • Create a strong content research program that builds positive energy, inspires your team, and draws attention to the importance of content to your products and business.
  • Determine which methods and tools are ideal for your team’s content research needs.
  • Identify which specific words or content elements to test. Efficiently analyze your research results to uncover valuable insights about your audience that will contribute to a measurably improved customer experience (and therefore improved business results).
  • Show why content research is worth the time and effort.
  • Elevate the role of content design in your company, proving that content is key to creating an outstanding customer experience—and to improving your company’s bottom line by saving your company on costs and increasing revenue.
  • Get buy-in and support from colleagues inside and outside of content, leading to improved relationships across teams.

In Strategic Content Design, you’ll learn how content research can transform your content team—bringing new energy and enthusiasm for their work and gaining attention and respect from teams of all types across your company (product management, product design, user research, operations, and engineering). You’ll also get a toolbox with hard-won methods, best practices, and proven tips for conducting quantitative and qualitative content-focused research and testing.

Use this book to:

  • Create a strong content research program that builds positive energy, inspires your team, and draws attention to the importance of content to your products and business.
  • Determine which methods and tools are ideal for your team’s content research needs.
  • Identify which specific words or content elements to test. Efficiently analyze your research results to uncover valuable insights about your audience that will contribute to a measurably improved customer experience (and therefore improved business results).
  • Show why content research is worth the time and effort.
  • Elevate the role of content design in your company, proving that content is key to creating an outstanding customer experience—and to improving your company’s bottom line by saving your company on costs and increasing revenue.
  • Get buy-in and support from colleagues inside and outside of content, leading to improved relationships across teams.

Testimonials

Table of Contents

Foreword by Janice (Ginny) Redish
Chapter 1: The Power of Content Research
Chapter 2: Leverage the Power of Clear Content
Chapter 3: Identify Your Content Quality Principles
Chapter 4: Evaluate the State of Your Content
Chapter 5: Identify Your Content Research Goals
Chapter 6: Research Planning and Stakeholder Management
Chapter 7: Craft Your Content Research Questions
Chapter 8: Analyze Content Research Results
Chapter 9: Share Results from Content Research Studies
Chapter 10: More Content Research Techniques
Chapter 11: Apply Insights and Share Business Results
Chapter 12: Build Momentum with Content Research

FAQ

These common questions and their short answers are taken from Erica Jorgensen’s book Strategic Content Design: Tools and Research Techniques for Better UX. You can find longer answers to each in your copy of the book, either printed or digital version.

  1. Why is research for content design important?
    Content research can be directly tied to or correlated with business impact. If you know confidently what words and phrases are prefer- able to your audience and use those words in your content, you’re going to help your company decrease costs (by reducing calls to your customer service department). You’re also going to strengthen the business by creating more revenue, making customers more loyal to your company (increasing customer “long-term value,” or “lifetime value,” or LTV). See Chapter 11, “Apply Insights and Share Business Results.”

    With this increase in business impact comes greater respect for the role of content creators in your company. That respect, in turn, can lead to many other wonderful things: more attention for your team; opportunities to present the results of your work in business review meetings; a deeper, broader understanding across your company about the importance of content; and better support and recognition for your team, such as more resources, and even increased staffing and promotions.

Read more

Sample Chapter

This is a sample chapter from Erica Jorgensen’s book Strategic Content Design: Tools and Research Techniques for Better UX. 2023, Rosenfeld Media.

Chapter 1: The Power of Content Research

Here’s an astonishing example of the power of content research.

While I was working for a major health insurance company, the digital experience team was called into an urgent meeting. We were selling health insurance policies during the national open-enrollment period. That meant we had only 10 weeks to promote and sell health insurance plans. Two weeks into that 10-week window, the senior director of digital experience had alarming news to share: sales were only at a fraction of what was expected. Senior executives at the company were sounding the alarms. We needed to make up for lost time and “fix” the customer experience, immediately. But what was going on? After months of feverish user research with prospective customers, we’d created a visually appealing, simplified customer experience—or so we thought.

Read more

Illustrations