How to Write for Structured Content to Create Better Customer Experiences

These days, we’re no longer writing documents or even web pages. Whatever we think we’re typing, users access a variety of formats, on different platforms, and may only see parts of what we’ve written. Technologists come up with new ways of templating, slicing, and dicing content. We may wonder whether there is still a place for good solid scene-setting and narrative flow in this supermarket shelf of bite-sized information snacks.

Users still experience their interactions as a story, however. The resolution of a problem or the discovery of new product features may involve reading pages of various lengths, clicking links for more background or further details; being pleasurably surprised by apt suggestions, developing trust, and perhaps clicking “Buy”. As writers, we are at the center of that journey, and must shape it using the new tools of structured content.

We must learn the basic patterns of this approach. What chunks of content can we personalize, and how? What rules can we set to show useful links and create a reassuring or inspiring network of information for our customers? What navigation paths will guide users to their outcomes — a guided “choose your own adventure” or an open world experience?

In this practical workshop, you will learn:

  • The fundamental patterns in structured content, and when to use each one
  • How taxonomy lets you set rules for navigation — and when to stop making rules!
  • How to write for an open world where anyone can remix your content as they want

PLEASE NOTE: Attendees should bring a laptop or tablet for online work

Location: Modena 2-3 Date: March 28, 2017 Time: 8:00 am - 12:00 pm Joe Pairman
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