Erica Jorgensen on Tools and Techniques for Testing your Content

Erica Jorgensen is one of Rosenfeld Media’s newest authors with the publication of her book, Strategic Content Design: Tools and Research Techniques for Better UX. With a background in journalism, her book draws on her experiences as a content designer with the likes of Chewy, Microsoft, Slack, Amazon, Starbucks, Nordstrom, and Expedia. Erica’s book is a toolkit of research techniques for anyone struggling to create content that makes an impact. Not all companies have dedicated research budgets or teams, yet research can save us from redos and yield more targeted, effective content. Without research, you may be flying blind without even realizing it. We assume the words and phrases on our websites and apps are effective, and a little due diligence can confirm those assumptions or enlighten us about something that was previously completely outside our awareness. Erica warns us to be prepared because content research will open proverbial cans of worms. False assumptions will be exposed, and what you learn may take your work in unexpected directions. Oftentimes, the whole company will need to get on board when language has to be changed or cleaned up. In a nutshell, content research will expose problems. But it will help you make progress, and the payoff is worth it. What you’ll learn from this episode: About Erica’s career journey in content design Case study: The impact of one company’s confusing language, and how content research came to the rescue How to incorporate content research into non-research roles How to prioritize and strategize content research How to harness content audits to highlight what needs attention Why it’s important to present your team’s work in the most flattering light possible Quick Reference Guide [0:00:22] Introduction of Erica Jorgensen [0:03:03] About Erica’s new Rosenfeld Media book [0:05:08] Search logs, content research, and cans of worms [0:07:28] An example of how content research caused a drone company to replace a pervasive word with something that resonated more with their clients [0:12:48] When no tools get used, nothing happens [0:14:30] Enterprise UX 2023 Conference — for enterprise-level challenges [0:16:03] Strategies for where to start your research and how to narrow your focus [0:19:28] The role of audits in prioritizing content research [0:23:50] On the impact of the whole team getting involved and pushing for content research [0:25:07] Erica’s book recommendation for listeners, The Reader’s Brain: How Neuroscience Can Make You a Better Writer by Yellowlees Douglas, Ph.D. Resources and links from today’s episode: The Reader’s Brain: How Neuroscience Can Make You a Better Writer by Yellowlees Douglas, Ph.D. Strategic Content Design: Tools and Research Techniques for Better UX by Erica Jorgensen Quotes from today’s episode: “The complicated part of content research is that it will open many cans of worms.” “I’m sure, as a content professional, you’re savvy about writing, you think about voice and tone, but it’s great to validate your most important content through content research.” “The beauty of content research is you can get insights in minutes.” “The world would be a better place if there were more content designers. That’s why I wrote the book.”