how content strategy can make your design shine

Shelly Bowen | @shelbow | shelly@pybop.com

What does a content strategist do?

CORE MESSAGING STRATEGY

StoryPybop, LLC

• Characters

• Conflict

• Journey

• Resolution

Story• Target audience

• Needs/Wants

• User Path

• Action

Pybop, LLC

5 WAYSContent Strategy

Can Help Your Design Shine

Pybop, LLC

Pybop, LLC

Pybop, LLC

Pybop, LLC

Pybop, LLC

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5 WAYSContent Strategy

Can Help Your Design Shine

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FEED YOUR CREATIVITY

PRIORITIZE

SHOW VALUE

DISCOVER

EVOLVE

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?

Pybop, LLCTools: tinyurl.com/design-shine

Character: She loves fine food, cooking, and

entertaining. She’s someone who believes

s/he has fine tastes. She wants quality

ingredients.

Conflict: She wants to impress

her friends and pair the right beverages with her baking for

a party.

Journey: She’s just back from SF, where she visited the store.

She needs to remember what she likes and get more.

Resolution: Establish loyalty with brand and order the right

chocolate online. Show off skills and enter

contest.

Story

Pybop, LLC

Shelly Bowen | @shelbow | shelly@pybop.com

THANK YOU!Tools: tinyurl.com/design-shine