Insights Unlocked

How smart content drives better customer experiences

Listen Later

Episode web page: https://tinyurl.com/2p9rbkfu

-----------------------

Rate Insights Unlocked and write a review

If you appreciate Insights Unlocked, please give it a rating and a review.

Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day.

-----------------------

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

            ...more
            View all episodesView all episodes
            Download on the App Store
            Insights UnlockedBy UserTesting
            • 4.8
            • 4.8
            • 4.8
            • 4.8
            • 4.8

            4.8

            35 ratings

            More shows like Insights Unlocked

            View all
            Planet Money by NPR

            Planet Money

            30,706 Listeners

            Hidden Brain by Hidden Brain, Shankar Vedantam

            Hidden Brain

            43,602 Listeners

            Marketplace by Marketplace

            Marketplace

            8,760 Listeners

            Up First from NPR by NPR

            Up First from NPR

            56,517 Listeners

            Masters of Scale by WaitWhat

            Masters of Scale

            3,986 Listeners

            Creative Confidence Podcast by IDEO U

            Creative Confidence Podcast

            128 Listeners

            The Indicator from Planet Money by NPR

            The Indicator from Planet Money

            9,532 Listeners

            Crime Junkie by Audiochuck

            Crime Junkie

            368,917 Listeners

            The Journal. by The Wall Street Journal & Spotify Studios

            The Journal.

            6,066 Listeners

            Consider This from NPR by NPR

            Consider This from NPR

            6,398 Listeners

            NN/G UX Podcast by Nielsen Norman Group

            NN/G UX Podcast

            107 Listeners

            IMO with Michelle Obama and Craig Robinson by Higher Ground

            IMO with Michelle Obama and Craig Robinson

            13,039 Listeners

            The Artificial Intelligence Show by Paul Roetzer and Mike Kaput

            The Artificial Intelligence Show

            196 Listeners

            New Heights with Jason & Travis Kelce by Wondery

            New Heights with Jason & Travis Kelce

            18,064 Listeners

            The AI Daily Brief: Artificial Intelligence News and Analysis by Nathaniel Whittemore

            The AI Daily Brief: Artificial Intelligence News and Analysis

            624 Listeners