1. Content Strategy Practice Overview
Savitha Varadan
March 2008

2. Overview
What is content strategy?
What is the impact of content strategy?
How content strategy works
Integration with other design practices
Tools and resources
Goals for visit

3. What is content strategy?

4. The definition of content strategy
Content strategy is the process of conceptualizing, organizing, and creating content using human-centered design methodologies.

5. What content strategy is and isn’t
At eBay, content strategy is an integral part of:
eBay product
Page design
Page flow
Information architecture
User interface
User interactions
Wireframing
Holistic site experience
It is not:
Editing, copyediting, or copywriting
Long essays or guides
Help or customer-support content
User-generated listings
Marketing or advertising copy
Publishing
Production
Development

6. How content can drive results
Deliver the brand promise
Use a conversational and friendly voice
Drive key brand themes throughout the site experience
Emotionally connect with users by using locally relevant language
Increase retention and conversion
Support site simplicity with relevant and consistent content
Inspire users to take action
Set expectations and instill trust

7. What is the impact of content strategy?

8. First time listings on .ca Educational text put on the SYI form
Sell Your Item example
After adding one line of educational text:
First time listings on .ca
2005
89%
84%
79%
First-time listings in USD went up to almost 80 percent after educational text was put on the SYI form.
51%
42%
Educational text put on the SYI form

9. Benelux example
Changed “Community” to “Forums” (BENL)

10. Benelux impact Number of Page Views Number of Total Posts 66% increase
In page views
250% increase
In posts

11. How content strategy works

12. Conceptualize: Gather user insights and knowledge

13. Organize: Create frameworks and models

14. Create: Write human and brand-centered copy

15. Integration with other design practices

16. A collaborative approach to holistic design

17. Relationship of content and design
“Good writing is good design. It's a rare exception where words don't accompany design. Icons with names, form fields with examples, buttons with labels.... These are all interface design.”
From Getting Real, 37Signals

18. Design and development approach
Understand
Conceive
Design
Develop
Refine
Explore
Study problem and opportunity.
Refined, shared understanding across UED team of design needs and goals.
Deliver refined, detailed design concepts.
Final design deliverables ready to be handed over to product development
Product goes live to site.
Study design details and implementation of the concept selected to fine tune product.
Examine technology implementation details to fine tune product.
Collect and study all related information to gain better understanding and begin recommendations.
Brainstorm, consider multiple design concepts and approaches.

19. Tools and resources

20. Materials for understanding
Content strategy product design process
Content strategy skillset list
Pattern engine, including style guidelines
New eBay Product Voice Guide
Updated job descriptions
Content strategy challenge

21. Goals for visit

22. Targets for GTP visit
Shared understanding of content strategy practice at eBay
Understanding of GTP capabilities
Identification and review of potential candidates
Review of recruiting opportunities
Discussion of content strategy best practices for GTP model
Review of timelines and potential projects
Exploration of success metrics