At the Inspire Conference in Leiden, The Netherlands, Shelly Bowen of Pybop talks about 5 ways content strategy can make your design shine. For more information for designers on content strategy, go to http://www.pybop.com/2012/12/content-strategy-design-shine/

1. Shelly Bowen | @shelbow | shelly@pybop.com

2. What does a content
strategist do?
CORE MESSAGING STRATEGY
Story
Pybop, LLC

3. Story
• Characters • Target audience
• Conflict • Needs/Wants
• Journey • User Path
• Resolution • Action
Pybop, LLC

4. 5 WAYS
Content Strategy
Can Help Your Design Shine
Pybop, LLC

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13. navigation navigation nav nav nav
Tagline Goes Here
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27. 5 WAYS
Content Strategy
Can Help Your Design Shine
FEED YOUR CREATIVITY
PRIORITIZE
SHOW VALUE
DISCOVER
EVOLVE
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28. Questions to Ask Your
Content Strategist
• Characters: Can you describe our primary
audience? Secondary?
• Conflict: What do they want/need?
• Journey: Where are they coming from and
where do they need to go first? After that?
• Resolution: What action should they take to
make them happy?
• Alignment: Do these answers align with
business objectives?
Tools: tinyurl.com/design-shine Pybop, LLC

29. Story Character: She
loves fine food,
cooking, and
entertaining. She’s
someone who believes
s/he has fine tastes.
She wants quality
ingredients.
Resolution:
Establish loyalty
Conflict: She Journey: She’s just with brand and
wants to impress back from SF, where order the right
her friends and pair she visited the store. chocolate
the right beverages She needs to online. Show off
with her baking for remember what she skills and enter
a party. likes and get more. contest.
Pybop, LLC

30. THANK YOU!
Tools: tinyurl.com/design-shine
Shelly Bowen | @shelbow | shelly@pybop.com