{"id":192633,"date":"2023-07-14T20:29:42","date_gmt":"2023-07-14T20:29:42","guid":{"rendered":"https:\/\/staging.rm.gfolkdev.net\/?page_id=192633"},"modified":"2023-07-17T01:22:17","modified_gmt":"2023-07-17T01:22:17","slug":"strategic-content-design-frequently-asked-questions","status":"publish","type":"page","link":"https:\/\/rosenfeldmedia.com\/books\/strategic-content-design-frequently-asked-questions\/","title":{"rendered":"Frequently Asked Questions"},"content":{"rendered":"

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

    \n
  1. Why is research for content design important?<\/strong>
    \nContent 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\u2019re going to help your company decrease costs (by reducing calls to your customer service department). You\u2019re also going to strengthen the business by creating more revenue, making customers more loyal to your company (increasing customer \u201clong-term value,\u201d or \u201clifetime value,\u201d or LTV). See Chapter 11, \u201cApply Insights and Share Business Results.\u201d
    \n
    \nWith 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.<\/li>\n
  2. I\u2019m interested in running content research studies, but how do I know what content to focus on for evaluation? It\u2019s hard to know where to start.<\/strong>
    \nIt\u2019s natural when starting your content research program to want to evaluate all your content. Instead, a wise first step is to think about what major launches you have coming up. Is there a new product launching, a new feature that\u2019s being released, or a big promotional campaign to win over new customers? If you have a few weeks of time before such an event, it\u2019s a great idea to evaluate the content that\u2019s related to it.
    \n
    \nIf you don\u2019t have a launch or campaign on the horizon, you need to think about what your company\u2019s Most Important Content, or \u201cMIC,\u201d is. For further details about how to identify your MIC and understand what specific content is smartest to prioritize for content research studies, see Chapter 4, \u201cEvaluate the State of Your Content,\u201d and Chapter 5, \u201cIdentify Your Content Research Goals.\u201d<\/li>\n
  3. What are a few essential steps to take prior to doing content research?<\/strong>
    \nFirst, you may need to take some important steps like defining exactly what \u201cgood\u201d or \u201cgreat\u201d content is, from your point of view as a content expert. Second, set yourself up for success by making sure that your content is in solid shape before running any content research studies on it. (See Chapter 3, \u201cIdentify Your Content Quality Principles\u201d and Chapter 4.)
    \n
    \nOnce you\u2019re confident about what you and your team mean when you refer to content that\u2019s good or great, update the content you\u2019re going to evaluate so that it reflects your \u201cgood content\u201d principles. Only after you\u2019ve taken that step and feel confident about the quality of your content should you start the process of evaluating that content using content research.<\/li>\n
  4. What types of content research questions are there?<\/strong>
    \nContent research takes many forms. There are endless ways to go about it, although there are two basic types of research: quantitative and qualitative. Quantitative research measures the \u201cwhat\u201d: What percent of your customers prefer one word over another, or what number of customers out of a sample of them are likely to take the action you want them to? Qualitative research reflects the \u201cwhy\u201d: Why do customers think or act the way they do? (See Chapter 1, \u201cThe Power of Content Research.\u201d)
    \n
    \nDepending on what questions you want your research to answer (see Chapter 5) you may want to use one or more of the typical content research study categories: Actionability, Audience-Specific, Clarity, Comprehension, Hedonic (or Sentiment), Naming, and Preference studies. There are a few basic content research question formats that can be used for all of those research categories, including multiple- choice, rating-scale, and open-ended questions. (See Chapter 7, \u201cCraft Your Content Research Questions.\u201d)<\/li>\n<\/ol>\n

    back to Strategic Content Design<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    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. Why is research for content design important? Content research can be directly tied to … Continued<\/a><\/p>\n","protected":false},"author":1485,"featured_media":0,"parent":187323,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_seopress_robots_primary_cat":"","_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"acf":[],"_links":{"self":[{"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/pages\/192633"}],"collection":[{"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/users\/1485"}],"replies":[{"embeddable":true,"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/comments?post=192633"}],"version-history":[{"count":3,"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/pages\/192633\/revisions"}],"predecessor-version":[{"id":192641,"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/pages\/192633\/revisions\/192641"}],"up":[{"embeddable":true,"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/pages\/187323"}],"wp:attachment":[{"href":"https:\/\/rosenfeldmedia.com\/wp-json\/wp\/v2\/media?parent=192633"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}