A Step by Step Guide to Content Strategy in 2021

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A Step by Step Guide to Content Strategy in 2021

FromWriters in Tech

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49 minutes

Released:

Feb 5, 2021

Format:

Podcast episode

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Join our UX Writing Newsletter: http://uxwritinghub.com/newsletterTake our free UX Writing Course: https://course.uxwritinghub.com/free_courseFollow Larry Swanson: https://www.linkedin.com/in/larryswanson/

Released:

Feb 5, 2021

Format:

Podcast episode

Titles in the series (100)

A podcast where content strategist, UX writers, and content designers share their well-kept industry secrets. This show is brought you by the UX Writing Hub. Take our FREE UX Writing course: http://bit.ly/2PBDMWy

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The evolution of UX Writing with Jared Spool: In this week’s episode of our Writers in Tech podcast, I had the great pleasure of interviewing an absolute UX legend, Jared Spool. He’s the mind behind the UX of the personal computer keyboard as we know it, which he designed back in 1978. After years of following his work at UIE and his UX podcast “SpoolCast”, I was lucky enough to have him join me for a chat. We talked about: The history of UX and of writers in technology UX Writing vs. Technical Writing The UX strategy of a service Research for writers Jared has had a huge influence on my work, so for me it was very exciting to speak with one of the most influential UX personas out there. Don’t miss it! by Writers in Tech
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ADHD as a content design superpow... look a squirrel!: The last episode of Writers in Tech is a bit controversial. We had a conversation about inclusive design, sexuality, ADHD, and more. I had the pleasure to chat with Danny Harrop-Griffiths, content design lead at Mojo about: -The differences and similarities between writing for the government and for difficult topics such as sex, sexuality, relationships, gender -Why ADHD people make good content designers -When should we ask for the gender of the user -How content design can help people with ADHD -A step-by-step guide to procrastination -When should we ask for the gender of the user -Why you should delete all social media apps from your phone (or at least remove all notifications) Join us! by Writers in Tech
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Is Voice Interface the Future of UX Writing?: You take the carton from the refrigerator door and give it a shake. “Empty,” you think to yourself. No problem. “Hey Google,” you exclaim, activating your Google Home device. “Ask Colruyt to add milk to the list.” But instead of confirming the addition, your home device informs you that “Milk has already been added to your grocery list. Would you like to add an additional carton?” You know the culprit—your heavy milk-drinking girlfriend Sharon. You’re so impressed by this digital gesture that you almost forget about Sharon putting the empty carton back in the fridge for the 100th time. Today, most of us understand that this isn’t some distant sci-fi fantasy. In fact, for customers of one of Belgium’s largest supermarket chains, Colruyt, it’s already a reality. Recently, I spoke with Yves Van Kerkhove of the Colruyt Group. Yves was a student in our first UX writing course and has been working on a game-changing project—a voice interface by Writers in Tech
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Remote UX writing at a scaling company | Interview with Li-Na Koh, Senior Content Designer at Zapier: In this episode, we spoke withLi-Na Koh, a senior content designer at Zapier. I have to say, Zapier is one of my favorite digital products out there today. It allows you to easily connect your favorite services. For example, every time someone signs up for one of our webinars, Zapier automatically creates a Zoom event and sends a confirmation email at the same time. It's pretty magical! Two aspects of this product are really interesting: -Their copy is particularly well done, even though they don’t have a lot of writers on their team -They've been an all-remote company for more than nine years Li-Na Koh is the first writer on the team and we spoke about being a remote UX writer, working on a product like Zapier, and much more. This episode is a must! by Writers in Tech
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Copy in the age of digital banking | Interview with the author of Monzo's style guide: Harry Ashbridge is the content style guide author and senior writing lead at Monzo, an online bank founded in 2015. In this episode, we talk about Monzo Bank: what it is, how it works, and why it’s different from your old-school bank. by Writers in Tech
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How to plan design research | Interview with Erika Hall, author of Just Enough Research: Erika Hall is the author of Just Enough Research and Conversational Design—probably two of my favorite books on these topics. Both of her books are available at A Book Apart: https://abookapart.com/products/just-enough-research Recently, I spoke with her about the gap that exists today between research and conversational design. I learned a TON from this talk and anyone that’s creating any type of digital experience will certainly benefit from it too. We covered a lot of ground, including: -How a philosophy major like Erika became a design leader -Meeting Mule Design co-founder Mike Monteiro, author of Ruined by Design (my 2019 fave book!) -Changing with the industry as a designer -Making a case for research and convincing stakeholders to commit to a research process -Defining goals before starting your research -Asking the right questions as a researcher -How research can be like plann by Writers in Tech
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A UX Writing Journey with Oz Chen from Disney: On the first episode of Writers in Tech podcast, Oz Chen shared with me his journey of becoming a content strategist at Disney. We've talked about: The transition from business analytics to content strategy What does it take to be a Content strategist for Disney The differences between UX writing and content strategy The ROI of UX writing and content strategy How to test your copy like a PRO How to get into UX writing Enjoy and don't forget to share it with a friend :) by Writers in Tech
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How to write a killer online form? | Interview with Steve Howe of Typeform: Typeform has some pretty slick copy—from their transactional emails, homepage, and the product itself. Their lead copywriter, Steve Howe, writes fascinating pieces for their blog about UX writing at Typeform, and I was eager to learn about his processes—particularly, best practices for writing forms. This episode is not only a great lesson in conversational UX writing, but also a great resource for anyone that creates online forms. So don’t miss it! Topics include: Writing copy for landing pages Static vs dynamic copy AI and copywriting How to put the right amount of information in a form How to build a content team Chatbots Enjoy! by Writers in Tech
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700% better with content localization | Interview with Mette Thomsen of GetYourGuide: How can a localized content increase your conversions by 700%? Listen to the next episode! I had a pleasure to talk to Mette Thomsen Danish Language Specialist at GetYourGuide. Listen to it if you want to learn about: -How to add context to your localization process -Content team hierarchy in a unicorn (B$) company -Best practices for localization -Creating a content style guide for your localization team -What tools you should be using -Marketing guidelines vs product content style guides -Scaling a localization team - by Writers in Tech
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Peanut Butter Tricks for Freelance Writers: I had the great honor of interviewing the well-known UX writer, Leo Smits. Leo transitioned from being a copywriter to a freelance UX writer. We talked about how to land new clients and get more projects, how to charge more, how to work better with clients, and how to manage your time. We also talked about how to break a creative block, and Leo shared a simple peanut butter trick for freelance UX writers. Don’t miss it! by Writers in Tech
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Are UX Writers the new Product Managers? | Interview with Allison Freedenfeld of Waze/Google: I remember when I first heard about UX writing best practices in a talk at Google’s I/O 2017 conference—it was a huge “aha” moment for me. As a product designer, microcopy was just a small part of that larger design world. Just something for a small Facebook group where I invited friends and we posted different ideas about microcopy. But that one day, everything changed. I decided to explore and talk to all of the practitioners out there so I could know more about this exploding new topic. And it was quite a journey. Not long after listening to that talk, in a moment of complete serendipity, I met Allison Freedenfeld. I was eavesdropping on a nearby table that was in a long conversation about UX Writing and I decided to take action. That day I met Allison for the first time and we’ve been friends ever since. So I’m very glad to start the second season of Writers in Tech with her in a talk by Writers in Tech
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How I built 140K strong UX community | Interview with the founder of UX Goodies: The rapid growth in the practice of UX—and UX writing in particular—is due in no small part to the power of the community. The feedback and knowledge sharing seen throughout the UX community are what is helping many writers and designers improve their practices. I was curious to speak with the founder of one of the biggest UX communities in the world, Ioana Adriana Teleanu of UX Goodies. We spoke about her best practices when it comes to creating content for the international UX community and about the UX writer’s role within the product team. Give it a listen if you want to learn: -How to stay up to date with current UX trends -How to build a flow for content creation for the UX community -What makes a UX community thrive by Writers in Tech
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Fighting for content design with Sarah Richards: The fields of content strategy and UX writing are becoming more established thanks in no small part to the community leaders out there fighting for us. One such leader is Sarah Richards. She’s the author of the book Content Design, founder of the site Content Design London, and creator of GOV.UK’s content style guide. If you’re not familiar with her work, you should be… and here’s a perfect opportunity! In our latest podcast, Sarah and I chat about content leadership, how to make people care about content strategy, and the differences between content design and UX writing. It’s an informative discussion not to be missed. Don't forget to share our podcast with the rest of the world! #comeonelon by Writers in Tech
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Kickstart UX Writing at Your Company | Inspiring Chat With Vicki Siolos of Kickstarter: This week on Writers in Tech I had the absolute pleasure of speaking with Vicki Siolos, the lead UX writer of the mother of all crowdfunding platforms, Kickstarter. You’ll learn about: -Using Google Translate for a nifty brainstorming trick -Giving your users what they’re asking for -Tricks that will help you to educate about UX writing in your organization -What books you should read (seriously, I need to read Nicely Said already) -Why you should zone out and just write It was great learning about Vicki’s brilliant processes and I’m sure you’re going to love it as much as I did! by Writers in Tech
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Write A Branded Amazon Store like PRO: Leonardo Raymundo is a UX writer turning into a content strategist for Orca Pacific, an Amazon agency that delivers innovation to over 100 of the world’s leading brands. This episode is for you want to learn how to write on Amazon. Listen to this page if you want to learn about: ✅ How to do Amazon keyword research ✅ How to increase your Amazon store views by 20% with one simple step ✅ Creating branded content for you Amazon store ✅ How to generate more reviews on your Amazon store using copy ✅3 tips to optimize your Amazon store by Writers in Tech
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Building a UX Writing culture at Babbel: I recently spoke with Erin O'Loughlin and Annalise Nurme about creating a UX Writing culture in a product team of the language education platform Babbel. More companies are beginning to understand that they must hire writers; Erin and Annalise are the first official UX writers at Babbel. We talked about the challenges of creating a UX writing culture in a company that’s never had writers. Topics covers: -Presenting the concept of UX Writing to your team -Creating a content style guide and establishing new conventions -Building test groups for your product -Working with designers by Writers in Tech
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Testing your story before writing a single word | Interview with Carolina Rayo of LATAM Airlines: The largest airline company in South America has a unique approach when it comes to UX writing. They’re user-centered and everything about their digital experience is content-driven. In our latest episode, Carolina Rayo, a senior UX writer from LATAM, shares valuable wisdom and insights about: Putting your ego aside and staying humble Testing stories before designing anything How to absorb content like a sponge and learn as you go How not to be an a**hole to your users Enjoy this one! by Writers in Tech
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Microcopy That Sells Cars | Interview with Don Seidenberg of CarNext.com: If way back in 1999, you told my father that he could replace his old Subaru at the click of a button without even test driving it, he would have never believed it! Now, twenty years later, even though he probably wouldn’t buy a car online, he wouldn’t be surprised at all to learn that several companies are successfully selling them online. CarNext.com is one of those companies. And there’s no doubt about it that their slick user experience contributes greatly to their high conversion rate with selling used cars. Recently, I had the chance to speak with Don Seidenberg, the first UX writer at CarNext.com. We talked about the process of writing copy that sells cars online. Don’t miss it by Writers in Tech
33 min listen
Hacking my way through the world of UX Writing | Greta van der Merwe of Careem: Greta van der Merwe’s UX writing career has skyrocketed, going from an ad agency to senior UX writer a unicorn company recently acquired by Uber. I first met Greta when she was among the original members of our Facebook group, participating in discussions and sharing her talents with others. In fact, after she participated in the first class of our UX writing course (we’re about to open the fourth), we were so impressed that we took Greta on as a student mentor in future classes. She has a great post about how no one in her organization seems to understand how UX writing should work. It’s been a true honor watching her career progress and I was delighted to speak with her recently about the following topics: How she went from copywriter to Senior UX writer in such a short period of time How to collaborate with designers as a senior UX writer The processes and tools she uses How she stays up to date wit by Writers in Tech
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A Step by Step Guide to Content Strategy in 2021: Larry Swanson hosts the fabulous Content Strategy insights podcast. We talked about what content strategy is, what kind of events are organized for writers in tech (hint: we're sponsoring the UX writer conference this month) and much more in our last talk. Join us if you want to learn: ✅ The different flavors of content strategy ✅ What are the differences between product content strategy and different type of content strategy ✅ The overlap between content design and content strategy And to listen to Larry’s Step by step guide to content strategy in 2021 by Writers in Tech
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Inclusive writing for Africa's largest banking app | Interview with award-winning marketing professional Dave Glazier: Dave Glazier is the UX writing lead at Nedbank, one of Africa's largest banks. Recently, I spoke to him about writing microcopy for a large and diverse emerging-market audience. In this episode, we cover: -Creating a content style guide and working with designers -Why and how you should listen to your customers -Crafting the voice and tone for a banking experience -Inclusive writing and writing for 12 different languages -Using Google Trends to find inspiration and improve your writing by Writers in Tech
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The Ultimate UX Writing Process | Matt Hayes from Deloitte: I recently had the opportunity to speak with Matt Hayes, a UX Writer at Deloitte Digital. Imagine a place that gives you the opportunity to work on the digital experiences of the biggest companies in the world. Well, that’s Deloitte digital. Matt shared with me his process and everything that product team members need to know about UX writing. We covered: -Structuring content for wireframes -Creating a content style guide -Setting up a document at the beginning of a project -Working with UX designers as a writer If you are currently creating a writing culture in your product team, you don’t want to miss this episode. by Writers in Tech
40 min listen
Becoming a UX writing expert | Mattias Åkerberg of Please Copy Me: Writers in Tech is back for Season 3! A few years back, when we first started our UX Writing Academy program, I got a call from Mattias Åkerberg, then a Swedish copywriter. We shared the same vision about the future of UX writing, and I realized I was speaking with someone who was ready to invest all of his resources and energy into learning what UX writing is all about. Since completing our training program, Mattias has probably become the biggest UX writing influencer in Sweden. He now lands the best clients, runs his own Swedish UX writing course, and publishes a UX writing newsletter called Please Copy Me. We spoke about his transition from copywriter to UX writer and the first steps he took to make it happen. We also talked about his strategies for landing new projects. Great tips for all you freelancers out there. Super informative episode—don’t miss it! by Writers in Tech
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10K to 140K monthly visitors with content alone | Interview with content strategy expert Greg Digneo: Greg Digneo is an entrepreneur, Content strategy expert, and business consultant. A few years back, after building a 7-figure content agency, Greg was burned out. That may sound a bit off-topic for UX writers, but if you’ve ever wanted a lesson in advanced content strategy that drives traffic, this is the episode for you. In a frank and honest talk, Greg shared the struggles of building a successful content agency from the ground up. He talked about his process for planning content that would drive lots of traffic for his client, Time Doctor. It was a fascinating perspective and I now implement some of what I learned in our own blog. He also walked me through his 7 steps of content development. Give this episode a listen if you want to learn how to: Scale your content agency Create better content strategy practices that drive traffic Find high volume keywords Define your audience an by Writers in Tech
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How creating chatbots can be a slam dunk | Eran Soroka of CoCoHub: Eran Soroka champions the use of chatbots to help organizations drive conversations with their users. by Writers in Tech
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A practical guide to ethical design | Interview with best selling author Nir Eyal: As the digital products we use continue to tighten their grip on our society and adversely affect our mental health, one question has become paramount: Are we doomed to digital addiction or can we break the spell and learn to live in harmony with our devices? No one knows more about this subject than my recent guest Nir Eyal, the bestselling author of Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life. Nir’s expertise on both sides of the issue gives him an invaluable and compelling perspective that is not to be missed. We covered topics such as: -Combating digital addiction and the link between product design and mental health -Staying focused when your phone is buzzing with notifications -The difference between drug dealers and designers -Promoting ethical design in your company -Why people don’t like to read digital interfaces -What by Writers in Tech
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UX Writing Twitter Space Part #1: In this special episode of Writers in Tech, we've got something a bit different for you. We’ll be taking you inside our first ever UX writing Twitter Space! In this all-audio open community platform, we had a great group discussion with people from around the globe about what’s going on in the industry. Now, we’re sharing it as a special episode of the podcast for everyone who missed it. by Writers in Tech
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Building a Stellar Personal UX Brand: Feeling stuck when it comes to getting jobs and new UX writing projects? Well, maybe a lot of your issues have to do with your own personal brand. Building an online presence is what makes or breaks your UX writing and content design career. I asked Cory Lebson, author of the UX Career handbook and probably the best UX courses on Lynda, what’s the secret sauce to building a network that gets you UX jobs for more than 10 years in a row. Listen up! by Writers in Tech
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Leading the Future of UX Writing and Content Design with Empathy with Lina Ramona Vitkauskas @BIMM: Nina delved into the evolving landscape of AI in content design, stressing the necessity of human oversight to prevent misuse and maintain context integrity. Discussions expanded to future trends like subscription models for car ownership and the impact of AI-driven technologies in reshaping industries, highlighting the continual need for human intervention in technological advancements to ensure ethical standards and optimal user experiences. From the foundational role of understanding user needs and aligning them with business goals to exploring the dynamic interplay between human oversight and AI in content creation, this conversation covers crucial ground. Nina shares insights on collaboration strategies, the importance of ethical considerations, and the impact of technological advancements on the industry. ? Main Points Empathy as Foundation for Approaching Initiatives: Empathy i by Writers in Tech
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Transitioning to AI Content Design with Deiadora Blanche: In this episode of Writers in Tech, we're diving into the work of Deiadora Blanche, who knows a ton about making content that's easy and fun to use, especially when it comes to working with AI. Deiadora's got this knack for explaining things in a way that makes you go, "Oh, I get it now!" and today, she's unpacking what "AI content design". So, what's the deal with AI content design? Imagine you're crafting a story or designing a webpage, but instead of just relying on your brain and maybe a cup of coffee, you've got this smart assistant that can suggest ideas, help with writing, or even predict what your audience will love. That's where AI steps in. It's like having a supercharged brainstorming buddy that's also a bit of a tech whiz. Deiadora breaks it down: companies that already value good content are starting to see AI as this awesome tool to get even more creative and efficient. But it's not just about using AI; it's ab by Writers in Tech
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How to Start a UX Writing Content Design Agency Like a Pro: In this episode, Tricia Hingpit shares her journey from junior content writer to founding one of the largest content agencies in the Philippines, Blue Salmon Solutions. Listen in to find out what key strategies Tricia uses for finding and managing clients. From one-time projects to retainer agreements, she’s a pro when it comes to developing relationships and building lasting partnerships. Ever had to fire a client? It happens, and Tricia has experienced that as well. It’s an awkward moment, but she offers some great advice on handling that sticky situation with honesty and professionalism. Trisha's advice underscores the significance of trust, communication, and continuous learning in building successful freelance and agency careers. From networking tips to content marketing strategies, this episode offers invaluable guidance for aspiring UX writers and agency owners alike. by Writers in Tech
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How to grow as a UX writer in a changing world with Sherry Samtani @ Halodoc: Lead UX writer Sherry Samtani on the different career directions UX writers can take, including content ops. by Writers in Tech
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Flying into UX writing with aerial silk teacher Alexandra Spark: Aerial silk teacher Alexandra Spark shares how she transitioned to UX writing and her step-by-step process for creating an app. by Writers in Tech
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UX Writing Beyond the Interface with Sarah Loigge @ Parkside Interactive: Lead UX writer Sarah Loigge shares how she found inspiration outside of work and overcame impostor syndrome with the help of Star Trek. by Writers in Tech
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The Business of UX Writing with Yael Ben-David: What’s the value of UX writing and how can we measure it? Yael Ben-David has written a book on the topic. by Writers in Tech
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The current UX design job market with recruitment specialist Matt Carter @ Eurobase People: How do you land a job in product design in today’s business climate? Get recruitment insights from Matt Carter, Senior Product Design Specialist at Eurobase People. by Writers in Tech
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UX writing as a team of one with Axel Viersac @ Talend: Senior UX writer Axel Viersac on how to be the only writer on a product team. by Writers in Tech
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Shift your UX writing process from solutions to problems with Ferdinand Goetzen @Reveall: Ferdinand Goetzen, CEO @ Reveall, explains why UX writers should spend 80% of their time understanding the problem. by Writers in Tech
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Building the biggest UX writing team in a European fintech: Get career and process tips from two lead UX writers at Qonto, a fintech app with one of the fastest-growing UX writing teams in Europe. by Writers in Tech
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Self-Taught UX Education and Career Tips with Gene Kamenez @UXcel: Gene Kamenez of UXcel talks about learning design beyond traditional degrees. by Writers in Tech
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The future of design with Ran Segall @ Flux Academy: Design educator and influencer Ran Segall is excited about a future where AI will do the heavy lifting. by Writers in Tech
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Creating order out of chaos with Maggie Trisler, Principal Content Designer @Fidelity Labs: Maggie Trisler stumbled into UX by making the most out of past failures. Today, Maggie is a Principal Content Designer @ Fidelity Labs. by Writers in Tech
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Freelance UX Writing: Make More, Work Less, and Reach Financial Freedom! with Slater Katz: Slater Katz shares her wealth of experience as a freelance UX writer and entrepreneur to guide you through the process of establishing your own Freelance UX Writing practice. by Writers in Tech
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A Step by Step Guide to Content Strategy in 2021

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