UX content strategy - cover

What Is UX Сontent Strategy, and How Do You Speak the Language of Your Users?

Design, Product
14 min
May 10, 2024

Content is the backbone of any great user experience. From the words on a website to the error messages in an app, the way information is presented can make or break how people interact with your product or service.

A UX content strategy makes sure every piece of content works together seamlessly to guide users on their journey. A solid content strategy addresses people’s needs at each step, removing roadblocks and boosting engagement.

In this article, we’ll explain what UX content strategy is, why it matters, and how to create an effective strategy that speaks your users’ language.

What Is UX Content Strategy in UX?

A UX content strategy is a plan for all the words, messages, and information that shape the user experience with your product or service.

This isn’t about just throwing some words on a page as an afterthought. It’s about understanding on a deeper level how content influences and enhances the entire experience, end-to-end.

So, it goes way beyond “just writing.” It’s a comprehensive approach to mapping out all the content requirements, creating style guidelines for consistency, enabling efficient publishing workflows, and more. All in service of delivering a cohesive, audience-centric journey that keeps people engaged.

Types of UX content

Some common content formats that fall under the UX content strategy umbrella include:

types of UX content

  • Instructional guides, tutorials and help documentation
  • Microscopic microcopy like interface labels, error messages, and alerts
  • Persuasive marketing messaging for product descriptions and value props
  • Thought leadership and educational pieces like blog posts, whitepapers, and ebooks
  • Interactive elements like product tours and user onboarding flows

Every label, help document, and notification plays a critical role in removing roadblocks, educating users, and empowering them to accomplish their goals intuitively. A solid content strategy outlines purposeful messaging for each of those touchpoints.

What Does a Content Strategist Do?

A UX content strategist plans the content to reach specific goals for an organization. They research to understand the audience really well. Based on this research, they make a plan for what content to create, the messaging, and where to share it. The content strategist may create the content themselves or guide others who will write it. Their main job is to make sure the content gives value and connects with the audience.

Benefits of a UX Content Strategy

When you put in the work to create a thoughtful, audience-centric content strategy in UX, the benefits reverberate across your entire user experience. It’s one of those efforts that pays dividends in countless ways. Let’s dig into some of the biggest upsides.

benefits of a UX content strategy

Improved User Experience

Perhaps the most obvious benefit is an elevated, smoother user experience overall. With clear, concise, and purposeful content guiding users at every step, they can navigate your product seamlessly and complete tasks with minimal friction.

There’s no more head-scratching over confusing labels or error messages. No more getting lost trying to find instructions. Intuitive microcopy and helpful resources are always on hand to keep the journey flowing.

Increased User Engagement

But well-designed UX content does more than just enable utility — it keeps users engaged and invested in your product over the long haul. By directly addressing users’ needs, goals, and motivations, your content fosters a stronger, longer-lasting relationship.

With content, you can inspire people with your innovative use cases, inform them about your features and core values, and help them feel heard and understood. This nurtures engagement in an ongoing cycle of discovery, learning, and accomplishment.

Increased Brand Consistency

Speaking of brand loyalty, a unified UX content strategy is critical for projecting a cohesive brand voice and identity across all your user touchpoints. From your website and app to emails and support channels, the language, personality, and core message stay recognizably consistent.

There’s no more disjointed branding as users hop between channels. They can instantly recognize your distinct voice coming through, regardless of the platform. It breeds familiarity and trust, as your content feels like it’s coming from a single source.

Increased Conversions

When your content actively guides users towards desired actions and removes blockers, you inevitably boost conversion rates in a big way. It’s a huge advantage for driving purchases, sign-ups, product adoption, or any other key metrics.

With a purposeful content strategy, your product value propositions are crystal clear from the first ad impression. Compelling UX copy then continues to nurture interest and desire through the entire funnel journey. Intuitive UIs with contextual tool tips make it easy to complete conversion events.

Improved SEO

While often overlooked, nailing your content strategy seriously levels up your SEO efforts and organic traffic potential. When you incorporate SEO best practices into UX content creation from the start, those optimizations compound across thousands of pages and content pieces.

Well-researched keyword targeting and information architectures enhance search visibility. Descriptive metadata, such as titles and descriptions, entices click-throughs. Content that naturally answers common search queries keeps readers engaged.

Over time, this audience-centric approach positions your content as a definitive resource packed with value. That cache as a trusted authority makes it increasingly likely to surface in search results and earn those coveted backlinks. Those SEO wins keep coming.

Creating a UX Content Strategy

When it comes to creating a comprehensive UX content strategy, there’s no one-size-fits-all approach. It requires a thoughtful, systematic process tailored to your product and audience.

UX Сontent Strategy

User Research: The Foundation

Before you can even begin mapping out your content strategy, you need to understand your target users — their backgrounds, motivations, goals, pain points, and existing knowledge levels.

Essentially, you’re aiming to create detailed user personas that bring these audiences to life. What keeps them up at night? What are their biggest challenges and needs? How do they communicate, and what type of language resonates most?

A variety of user research methods can uncover these insights:

  • Surveys and questionnaires to gather quantitative data on user behaviors and preferences
  • Individual interviews for rich, qualitative insights into their thoughts and feelings
  • Usability testing to observe how users actually interact with your product/content
  • Analytics review to identify common stumbling blocks and areas of frustration

The deeper you can get into the minds of your users, the better positioned you’ll be to craft targeted content experiences that genuinely meet their needs.

Content Audit: Take Stock

For brands with an existing website, app, product documentation, or other content assets, you can’t just start from scratch. You need to thoroughly evaluate what you already have through a meticulous content audit.

Essentially, you’re taking inventory of all your current content pieces across every channel and touchpoint. From there, put on your objectivity hat and rigorously assess each one for:

  • Effectiveness and resonance with target users
  • Consistency in voice, tone, messaging and branding
  • Overall quality, accuracy, and need for updates
  • Alignment with strategic goals and priorities

Don’t just skim the surface — get granular! Use a scoring system to quantify areas of strength and weakness. Identify blatant gaps where new pieces are required.

With your content audit findings, you can establish a strong baseline understanding of what’s working well, what needs improvement, and what should potentially be scrapped or consolidated.

Define Content Goals: The “Why”

With user insights and content audit findings in hand, you’re equipped to define the goals and key objectives that will steer your content strategy.

Ask yourself: What are you ultimately trying to achieve? Which user and business needs should take top priority in guiding your content efforts?

For example, if a primary aim is simplifying user education and increasing product adoption, then a core content goal might be developing a library of easily consumable tutorials, guides, and knowledge bases. But if you’re more focused on generating leads and revenue, persuasive marketing content that highlights key benefits and funnels users toward conversions will likely take precedence.

Content Planning: Map the Journey

Now the real fun begins — actually mapping out all the specific content types, topics, and delivery formats you’ll need to comprehensively support users across every stage of their journey with your product.

Start by fleshing out robust user personas and journey maps based on your research findings. These blueprints will guide your content planning for each core audience segment. As you trace those journeys from awareness and acquisition through adoption, activation, and retention/loyalty, pinpoint the potential sticking points and friction areas where content can help grease the wheels.

For example:

  • Discovery and research phase: Compelling marketing content like benefit-oriented product descriptions
  • Onboarding: Interactive walkthroughs and tool tips
  • Activation: Tutorials for core features, task-based guides
  • Long-term nurturing: Expert interviews, use case spotlights, community forums

The formats will depend on the context. An in-depth FAQ library might work perfectly for technical troubleshooting, but a friendly chatbot layout could better facilitate interactive onboarding.

Content Style and Voice

Even the most comprehensive, well-planned content is ineffective without a cohesive, defined voice and style to tie it all together seamlessly. A content style guide outlines the precise standards and conventions for how your content should look, read, and sound, regardless of author or channel.

Some key elements it should codify are:

  • Brand voice attributes (casual? professional? witty?)
  • Tone adaptations for different contexts (emails, guides, etc.)
  • Grammar and punctuation rules
  • Terminology glossaries for product/industry terms
  • Content formatting guidelines (headings, links, visuals)
  • Sample exemplar pieces that model your ideal voice and style

Creating and socializing this documented style guide is critical for maintaining a consistent, unified content experience across every user touchpoint. It ensures brand cohesion, no matter how many creators are involved.

Content Workflows & Enablement

With a solid UX content strategy in place, you need sustainable processes to bring that vision to life through efficient execution. This involves mapping out detailed workflows for every stage of the content lifecycle:

  • Ideation and conceptualization of new content needs
  • In-depth creation, from research to writing to development
  • Stakeholder reviews and approvals
  • Final deployment publishing
  • Ongoing maintenance and optimization

Leverage a central content management system and other productivity tools to streamline these workflows through automation and collaboration enablement.

Depending on resources, you may need to loop in freelance writers, UX design partners, or agencies to augment your core team. Having airtight workflows and feedback loops in place keeps quality high.

Conclusion

Purposeful, user-centered content empowers people to easily understand your product and engage with it in a meaningful way. It removes frustration and confusion at every step of their journey.

There is an ever-growing collection of helpful resources to guide you through developing an excellent UX content strategy, like user research tools, content audit software, style guide templates, and more.

The path forward is available. You simply must be intentional about following it.

If you’re ready to elevate your product’s content experience, we’d be happy to assist you in mapping out a top-notch user-centered strategy. Our team of UX content experts at Uitop specializes in UX writing.

Reach out, and let’s create an engaging, seamless content journey your users will appreciate. The future prioritizes user-friendliness… and we know the way.

by Ivan Klyzhenko
UX Startup Advisor, Uitop

FAQs

Why is having a content strategy important?

A solid strategy helps your content actively guide and empower users. It leads to higher satisfaction and engagement by speaking the same language as your audience. It can even boost conversions.

What types of content does a UX strategy cover exactly?

Any content that users interact with, including website copy, app text, tutorials, videos, chatbots, etc. It’s about unifying it all into one cohesive, user-tailored experience.

How do I figure out what content to actually create?

User research is the answer. You want to understand their backgrounds, pain points, common questions, knowledge levels, and so on. Then use those insights to map out content journeys and formats suited to their needs.

How can I learn more about implementing a UX content strategy for my product?

We’re happy to share our expertise! Feel free to reach out. Our UX content strategy team can help map out an audience-centric plan that truly speaks to your users and drives results.

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