UIEtips: Lean Content

Jared Spool

July 15th, 2014

How lean is your content? Are you testing your messages to see if it generates a click before creating lots of marketing copy? That’s what Steph Hay discusses in today’s article on lean content.

If you’re challenged to find the right words for your customers and feel there’s a disconnect between your content and your design, then you’ll want to attend Steph Hay’s daylong workshop at the User Interface 19 Conference in Boston October 27. Explore Steph’s workshop Content-First UX Design: A Lean Approach.

Here’s an excerpt from the article:

I’m now regularly applying lean principles to content development in my own work with FastCustomer. Seriously, the hardest part has been putting aside my creative journalistic ego. The laser-focus it gives the rest of our efforts is incredible.

I’m also advocating this approach while mentoring via 500 Startups. (Holla!) For example, SafeShepherd was ready to do blogger outreach, but they didn’t yet know which messages were making users come to their site in the first place. This is SO COMMON, but it renders any press or user-acquisition attempts fairly crap-shoot-ish. Which is a bummer, because it’s just not as smart as it can be.

So, lean content is all about writing in smarter ways — by testing messages to find what makes people click.

Read the article: Lean Content.

How does your organization test your messaging? Leave us a note below.

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