How smart content drives better customer experiences

Insights Unlocked

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2M ago 22:23

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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

174 episodes