Data-driven messaging frameworks for content design
Brand messaging is complex. Somehow, you have to speak to the needs of different customer personas; align your work with product and marketing; and craft a cohesive message across multiple customer touch points.
Thankfully, there’s an approach to messaging frameworks that exists at the intersection of brand messaging, audience segmentation, and data. Come see how Jenny uses these scalable frameworks to put data behind content recommendations and influence senior stakeholders.
In this session, you’ll learn:
- How to build scalable messaging frameworks that align content and product around shared brand principles
- Why decoupling messaging principles from their execution can result in a more versatile framework
- How this approach helps build alignment across disciplines, and streamline the onboarding process for new crafters and contractors
More 2024 sessions
Data-driven messaging frameworks for content design
Brand messaging is complex. Somehow, you have to speak to the needs of different customer personas; align your work with product and marketing; and craft a cohesive message across multiple customer touch points.
Thankfully, there’s an approach to messaging frameworks that exists at the intersection of brand messaging, audience segmentation, and data. Come see how Jenny uses these scalable frameworks to put data behind content recommendations and influence senior stakeholders.
In this session, you’ll learn:
- How to build scalable messaging frameworks that align content and product around shared brand principles
- Why decoupling messaging principles from their execution can result in a more versatile framework
- How this approach helps build alignment across disciplines, and streamline the onboarding process for new crafters and contractors
We can’t be everywhere: How to introduce AI to your content design workflow
As content designers, we spend so much time answering the same style guide questions or handling microcopy asks. All of this takes away from meaningful high-level strategy work. AI tools can help you become more systems-focused so you can reduce content inconsistencies and maintain a cohesive voice, allowing you and your team to work more effectively.
But … with all the hype surrounding AI writing tools right now, it can be hard to know how to get started using them for your work. By taking a few steps up front (before diving in to experimentation), you can ensure your time is well-spent and feel confident about your decisions.
In this session, you’ll learn:
- How to define content design use cases for AI
- How to train your AI writing tool
- Challenges to look out for
Evaluating AI: Choosing the best tools for your content team
We’ve all been told that generative AI tools have the potential to improve our content and enhance productivity. What now? How do we sort through the hype around dozens of tools and make smart choices about which ones are most helpful to our team?
Gavin will share his team’s method for tool evaluation, as well as ways in which to present findings to leadership and across diverse teams. You’ll walk away with practical templates for evaluating and selecting the right AI tools for your unique needs.
In this session, you’ll learn:
- How to build a list of which AI tools to evaluate
- How to communicate specific outcomes from evaluating several AI tools
- Communication strategies to align AI skeptics and believers
