Component-level content modeling

What I do
Generate content to help showcase new website components being designed by UX and visual design teams. Brainstorm new ways to display content that will better connect with users and help guide copy, UX, and visual design to bring them to life. If needed, write documentation for content authors.

Case study: Storytelling with an impact
As Associate Director of Content Strategy for Huge, I helped Clover explain to users the wide range of functionality that Clover’s POS systems offered. One of my recommendations was a new website component that would help the creative team take advantage of humans’ natural love of storytelling. By using fictional stories instead of real-life case studies or client quotes, we were able to tell more exciting stories that showcased more relevant value props. I advised that this component should only be used on lower-funnel pages that focused on particular audience segments (like restaurant owners), so that we could use specific details (like bar tabs) to make the stories feel more real, and worked with copywriters to perfect the tone of voice. The resulting “storytelling component” allowed value props to resonate with readers by making them feel like part of a story rather than a marketing pitch.

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