UXtrategy

UxtrategyContent Strategy : UX Principles

Building User Experience through Strategic Content Marketing

Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.

Robert Rose – Author ‘Managing Content Marketing’

UXtrategy

Step 1: Persona BuildingBehavioral Analysis of users to

determine personas that represent your target audience.

Step 2: StrategizationCreation of content strategy

targeted at the personas.

Step 3: Calendar Creation of a Content Calendar & Content Curation accordance

with strategy & insights.

Step 4: EvolutionPost implementation analysis on a

weekly level to maintain & enhance content strategy.

Content Strategy

UXtrategy

Step 1: User Research & Persona Building

UXtrategy

Demographics

Behavioral Nuances

User Goals & Aspirations

Step 2 : Strategic Content Planning

Now that we know who they are. How can we help them achieve their goals & aspirations

with content that we offer?

UXtrategy

Tips & TricksMyth Busting

Product Applications

Expert AdviceAnalytics

Personality Development

Market Insights

Tech News Relationship Advice Career Tips

Step 3: Content Curation

Content Creation

Curation Refurbishing

already available content

Content Creation

Determination of content vehicle

i.e. Wiki, Facebook, LinkedIn, Twitter

Determination of Content i.e. Article,

Demo, Guest Post

Research

UXtrategy

Best Practices

UXtrategy

Content Sourcing

UXtrategy

Content Repackaging

Infographics Quizzes Widgets Guest Posts Product Demo

Myths Playbook Guides Blog Posts

Tips & Tricks White Papers Webinars Articles E-Books

NewslettersAnalyst Reports

UXtrategy

Vehicles & Platforms

UXtrategy

Internet SMS MMS Mobile Internet

Step 4 : Analytics & Insights

Advertisin

g

Automotives -...

Automotives &...

Dating & Relat...

Fashion - M

a...

Fashion - S

tyle

Gaming

Lifesty

le

Movies - Bol...

Music - E

nglish

Music - I

ntern...

Profilin

g

Sports - F

oot...

Sports - G

ossip

Step-out

Grand Total0%

10%

20%

30%

40%

50%

60%

MONTH 1 MONTH 2 MONTH 3

UXtrategy

Ongoing Efforts for Strategy Evolution

Content Strategy

Responsiveness Metrics

Feedback from Users &

Management

Removal of Unsuccessful Content Lines

Roadmap for Marketing Strategy

UXtrategy

How does it fit in with your Social Strategy?

Content Strategy

Content >>

<< Analytics

Social Media

UXtrategy

Be Armed with Answers BEFORE you go social

UXtrategy

UXtrategy

Case Study – Blyk

Blyk – A Mobile Magazine for the Youth.Sample of an Evolving Content Strategy with Data Insights to drive

growth.

Case Study

UXtrategy

Step 1: Deep Dive Research

You could be producing amazing content but if it doesn’t

resonate with target audience, it’s moot point. #CMWorld - Bright Fox Media @BrightFoxMedia

Case Study

Identifying Subjects of Interest

UXtrategy Case Study

Informal SurveysUXtrategy Case Study

UXtrategy

Step 2: Building Personas

How else will you know who you’re creating content for? Or what they need?

#CMworld - Ardath Albee @ardath421

Case Study

UXtrategy

Sample Blyk Persona - Abilash Nathani Delhi | 16yrs | Male | 10th Class | St. Marks Public School

Abhilash – the person•Rides a bike – listens to music while on the bike•Plays all kinds of sports / pool •Watches cricket / snooker •Listens to trance and Bollywood experimental •Plans to become a chartered accountant

Abhilash – family background•Dad business man / Mom housewife•Brother abroad studying•Very close to his mom

Abhilash – in school•Has a core group•Is not a leader, but a thought leader where he’s respected for his views on gadgets/bikes/cars etc. He’s asked for help in notes etc.

Abhilash – financial situation•Family fairly well-off•He gets an allowance as well as hits his mom for an extra now and then•His mobile recharge is part of his pocket money

Case Study

UXtrategy

Sample Blyk Persona - Priyanka Mohan Lucknow | Female | 20yrs | 2nd year | IT collegePriyanka– the person•Slightly double personality. One person in front of parents, another outside•Reads, listens to rock and soft romantic music•Watches movies with her friends•Studies but can’t pay too much attention

Priyanka– the family background•One of three children. Two elder brothers•Lives a protective life•Has to be very traditional at home but is really funky outside

Priyanka– the family background•One of three children. Two elder brothers•Lives a protective life•Has to be very traditional at home but is really funky outside

Priyanka– Finances•Family doesn’t have loose purse strings but the situation is comfortable. She doesn’t want for anything unless it is super expensive•Pays her recharge amount from her own allowance

Case Study

UXtrategy

Sample Blyk Persona - Tony JosephBangalore | Male | 24 yrs | Wipro InfotechTony – the person•Flashy personality - flirty•Stays alone so has bachelorly habbits•Likes to cook and make cocktails for guests. Is houseproud.

Tony – family background•South Indian christian living in Bangalore•Has a younger sister ready to be married in a couple of years•Disciplined upbringing•Does not have a girlfriend yet, nor is planning to have one until he makes something of himself.Tony – at work•Newly corporate•Is seen moving in the right circles•Does all the right things•Likes to socialize with his office colleagues as well as his friends

Tony – Finances•Earns his own money•Does not need to send money home although he saves because he knows he will have to contribute towards his sisters marriage•Likes to spend on gadgets, clothes and his new car•Pays his own bill, but is not so price sensitive

Case Study

UXtrategy

Step 3: Customized Content Plan

While content does not always have to be detailed and lengthy, it should be

high-quality, interesting, and well-planned.

John Bottom (@basebot)

Case Study

UXtrategy

Bike

Trance

Bollywood experimental

Gadgets

Pool/ Snooker

Heavy metal

Gossip

Fashion

Soft romantic music

PJs

Trivia

Cars

Rock

Jokes

CelebritiesCricket

Determine Subjects to Drive StrategyCase Study

04/08/2023 25

What it translates to…Case StudyUXtrategy

UXtrategy

Step 4 - Optimizing Content Strategy

Without analytics to add additional insight – you only get half the picture.

#cmworld - Angela Dunn @blogbrevity

Case Study

Growth of Personas through feedback

27

Profiled content

Negative profiling

Implicit profiling

Explicit profiling

Responsive trends from

users

What users explicitly say

‘yes’ to

What users explicitly say

‘No’ to

Case StudyUXtrategy

28

The Growth of the Blyk Content Strategy

• Inferences from analysis of successful posts were fed back into the the tonality of the content. Yield – Increase in response rate by 1-2%

Tightening up Tonality

• Content Verticals had a two pronged effect. Branding & Customer Relationship Building.

Creation of Content Verticals

• Language regionalization engaged silent audience.

• Subject regionalization increased satisfaction

Regionalization

Case StudyUXtrategy

Content VerticalsContent Verticals bring the brand forward for users to interact with.

The verticals are made around subjects that are proven to be successful.

Content Verticals can be developed for sponsorship revenue generation also.

Case StudyUXtrategy

04/08/2023 30

Hindi

Hindi

Hindi

Hindi

Hindi

Hindi

Lang

uage

Loc

aliza

tion

Punjab 3% 5%

UP-East 2% 5%

Haryana 5% 8%

Bihar 0.5% 1.5%

UXtrategy

31

EventsSu

bjec

t Reg

iona

lizati

on

Bengali Bands &

Music

Southern Bands & Music

Tamil Movies

Events

UXtrategy

The North East was 10%

of the total audience. 49%

of all responses came from the NE Region.

Breaking New Ground

Contextu

al Ed

ucatio

n

Sentiment Analysis revealed that users thought the service was paid. A contextual education campaign reduced the ‘Expensive’ sentiment to 5-6% <1%.

Extensive

Profiling

The audience was profiled on a regular basis to upkeep personas and content strategy foundations.

UXtrategy Case Study

For Profiled Content

30% AverageUp to

80%

For Universal Content

5% AverageUp to

20%

Response Rates

UXtrategy Case Study

UXtrategy: Ekta Rohra JafriHave questions about content strategy and how it can help

you?Want to discuss your current

content strategy?Want to run a content audit to

see if your strategy matches your target audience?

9818282173ekta.jafri@gmail.com

UXtrategy