Thursday, April 25, 2019
1:40–2:30 p.m.
Breakout session
Holly Munson

Quantify your content strategy: Connecting content research and UX research


Conduct a content audit to understand what content we have and what state it’s in? Of course. Conduct user research to understand the goals, pain points, and context of our audience, and how well the current state is working for them? Of course. Both activities generate valuable observations and insights—but it’s just, well, a lot. It can be hard to synthesize from either activity, much less bridge the two. Plus, many findings are qualitative, which have value, but are stronger when supported by quantitative findings.

This session will share methods and tools for building an evidence-based content strategy.

In this session, you’ll learn:

  • A method for content auditing that yields quantitative and qualitative findings (hint: it involves tags!)
  • A framework for connecting content audit findings with user research findings
  • Do’s and don’ts for using your combined findings to inform strategy and design
  • Examples of weaving user research into stakeholder interactions to support change management (for a specific new strategy or user-centered design generally)
  • How to use resources such as an Airtable template, a checklist of content and UX heuristics, and a style guide that connects content structure to user research

Who should attend: This session will be a good fit for people of any experience level looking to: have an easier time moving from discovery to synthesis and design; build a content strategy and/or design that is informed by data; or cultivate allies in their organization who support user-centered design.

Holly MunsonHolly Munson

Content Strategist, Think Company

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