Episode web page: https://tinyurl.com/2p9rbkfu ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked, please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- In this week’s Insights Unlocked, we look back at three past episodes discussing the importance of smart content—that strategically crafted, user-focused content that adapts to audience needs, enhances customer experience, and drives engagement through clarity and relevance. Industry experts Bobbie Wood, Natalie Dunbar, and Kelly Erickson share insights on the impact of well-crafted content, the power of user testing, and the evolving role of AI in UX writing. Whether you’re in marketing, CX, or UX, you’ll gain valuable takeaways on how content strategy can elevate your brand and improve the way customers interact with your products and services. Key Topics & Takeaways: 1. The Power of Content in Customer Experience Successful companies prioritize clear, user-friendly content to drive engagement and loyalty. Content strategy isn’t just about writing—it’s about delivering the right message at the right time in the right format. Microcopy, such as button text and CTAs, can make or break user engagement. 2. The Importance of Content Testing & User Research A/B testing and usability studies are essential to understand how users interact with content. Testing must go beyond isolated elements—content should be evaluated across the entire user journey to ensure consistency. Observing user reactions, especially when they stop interacting, can reveal pain points that need to be addressed. 3. Balancing Brand Consistency with Personalization A strong brand voice ensures content remains consistent across channels while still adapting to different user needs. Marketers and UX teams should define voice and tone guidelines that allow flexibility for various contexts. The right balance between structured brand messaging and personalized user interactions enhances engagement. 4. AI’s Growing Role in Content Creation AI tools can assist with content creation, but they lack the human empathy, nuance, and contextual understanding needed for great UX writing. The future of AI in UX writing is still evolving, and ethical concerns around AI-generated content must be considered. While AI can optimize workflows, human oversight remains crucial in crafting meaningful and relatable content. 5. Why Content Strategy Should Start Early in Projects Content strategists should be involved from the very beginning of product and experience design. Early collaboration ensures content aligns with user expectations, business goals, and overall design strategy. Mapping out content needs before development reduces the risk of last-minute changes and improves efficiency. Featured Guests: 🔹 Bobbie Wood on LinkedIn 🔹 Natalie Dunbar on LinkedIn 🔹 Kelly Erickson on LinkedIn
Full Episode
Welcome back to the Insights Unlocked podcast. In this episode, we're exploring how great content drives better customer experiences, boost engagement, and strengthens brand loyalty. Industry experts Bobby Wood, Natalie Dunbar, and Kelly Erickson share insights on content strategy, testing, and the role of AI in crafting clear, impactful messaging.
Whether you're in marketing, CX or UX, you'll take away practical tips to connect with your audience and improve their journey. Enjoy the show.
Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, doers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
What keeps me up at night? I think the speed and rate of change of technology is crazy. So, yeah, I think we're in a period of hyper growth on the technology side. And that's something that is sort of going to manifest over the next five or 10 years in interesting ways, I think.
Do you think most companies inherently understand the value of having good content, good writing, and, you know, vetting design with actual humans?
I do. The smart ones and the successful ones, at least, right? You ignore your customer and your research at your own peril. And these days, you know, UX has very much proven its return on investment. Like the value is very clear. Companies who listen to customers and respond to customers and build for customers to solve problems are really the ones that are succeeding.
So speaking of content designers and content writers, when employees or employers or companies, teams looking to hire somebody as a content strategist, what are they typically looking for? Like what makes a good UX content strategist or writer?
So an interesting thing that is actually hard to teach, speaking of online learning and teaching, it's very hard to teach what UX writers are absolutely best at. And that is both looking at content and narrative on a macro level. So sort of looking at storytelling and cohesiveness between products or between devices or interaction modes.
And then the other side of the coin for UX writing is zooming all the way into specific word choice. and little tiny microcopy. So, you know, you've got this marriage of broad content strategy with tiny structured word choice and essential communication. So I love that part of it. Yeah. Yeah. Macro and micro.
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