User Experience Content Strategy

Stop Posting Just Room Photos on Socials! Here’s What Guests Actually Want to See. Be honest with yourself, how many times has your hotel’s socials posted a perfectly polished room photo with a caption like: "A cozy escape awaits. Book now. ✨" And how many times did that post actually drive engagement… or, better yet, a booking? The truth? Guests don’t book because of a bed and four walls. They book for the experience. Yet, so many hotels (and restaurants) flood their feeds with soulless, salesy photos that look just like every other property. If your social media feels more like an online catalog than a destination, you’re missing the point. And here’s the real game-changer: With AI improving at an insane pace, software will soon generate better images of our hotel rooms than we ever could anyway! Perfect lighting, flawless composition, AI will do it all. Just like the image in those post. So, what will actually make a difference? The stories and experiences we share. What Should You Post Instead? 📍 The Destination : Guests aren’t just staying at your hotel; they’re visiting your city. We’re focusing on highlighting local gems, hidden spots, and experiences they won’t find on TripAdvisor. 👩🍳 Behind-the-Scenes Stories : Meet the chef behind your restaurant. Show how your cocktails are crafted. Introduce the team that makes the magic happen. People connect with people, not just places. 🎥 Guest-Generated Content : A guest’s TikTok or Instagram Story will always feel more authentic than a corporate post. That’s why we’re actively encouraging and sharing real experiences from real people. 🐶 Unique Experiences – Is your hotel pet-friendly? Show a guest’s dog getting VIP treatment. Do you have a rooftop with an insane sunset view? Capture it in the moment. We’re prioritising content that makes guests feel something. 😂 Relatable Moments – The WiFi struggle at check-in. The joy of room service at midnight. The feeling of slipping into a fresh hotel robe. We’re leaning into humour, nostalgia, and moments guests actually remember. The Bottom Line? Our guests don’t just want a room. They want a story to tell and a memory to take home. That’s exactly why our hotel group has shifted the focus of our social media strategy. Less staged perfection, more real experiences with the teams on the ground diving right in to get on board! AI will generate the polished images, but it won’t replace human connection. What’s the best-performing post you’ve seen from a hotel or restaurant? Drop a link, I’d love to check it out! 👇🏼

In 2024, my agency designed 25+ skincare websites. Delivering conversion rates between 2-4%. In this post, I'll be sharing my top 8 insights from CRO and UX perspectives, using Esskay Beauty Resources as an example. 1. Add an information bar to your site. This bar stays consistent on top so make sure it highlights key information like - '100% natural products', 'Pan-India delivery in 2-3 days'. 2. Add a short benefit-driven description below the product name. This helps shoppers quickly understand why this product is right for them. 3. Use aspirational images with a model. Consider adding clinical study stats that you can highlight on the image itself. 4. Make the image browsing experience intuitive. Use a slider and thumbnails, this way the user can see if there's any useful information like how to use, ingredients in the images. 5. Don't forget to mention how much quantity is in that product. Something quite simple, but often missed. 6. Add short bullets about ingredients, product benefits. Place them before the add-to-cart CTA. By the time the shopper considers adding to cart, they are aware of the important things. 7. Mention that the product is safe to use, clinically tested, and not tested on animals. This builds trust and makes the brand look reliable. 8. Highlight offers to motivate shoppers to complete their purchase. My go-to one is - 10% OFF on your first order. This doesn't make the brand look too 'pushy'. Other key things to note: - Keep a user-friendly, spacious design - Align web fonts with branding (with the logo or packaging) - Truly understand your TG and write content that's written keeping them in mind Did you find this useful? Let me know below in the comments! P.S. I often research to learn about is how to create a brand strategy in a crowded space like skincare. What else do you think a skin-care brand needs to do to stand out?

Beauty narratives, design & your Brain. How viral brands tap into the brain’s natural chemistry? Activating circuits that build trust, enhance memory, and deliver a sense of reward? This narrative-based marketing shapes how people perceive and connect with a brand. Do you care? >>Brain favors EMOTIONALLY driven decisions<< Stories prompt the brain to release chemicals like oxytocin and dopamine, key players in empathy, trust, and motivation. When packaging reflects a narrative, it becomes not just a container, but a memory cue. +23% rise in oxytocin builds emotional closeness with a brand. +40% better recall for emotionally charged experiences. <<Story-led packaging drives RECOGNITION>> Packaging that incorporates a storyline helps consumers remember the brand long after the first interaction. +97% increase in recognition with consistent visual narratives. +95% of buying decisions are made subconsciously and guided by emotion. >>Visibility in a SATURATED market<< Among countless choices on the shelf, story-centric packaging stands out. It grabs attention and communicates meaning instantly. +306% increase in lifetime value for emotionally resonant brands. +22× better recall when messages are told as stories. <<The impact of visual language>> Design elements like color, illustration, and typography tell their own stories. When aligned consistently, they strengthen identity and make brands unforgettable. +82% of emotionally invested consumers are loyal to their favorite brands. +22× more memorable when information is conveyed as narrative. >>TRUST through transparent storytelling<< Consumers value honesty. Sharing stories around sustainability, sourcing, or values builds credibility and fosters trust. +81% of buyers say trust is a key factor in purchasing decisions. +60% agree that attractive packaging makes products feel premium. <<E-Commerce Growth Through Shareable Design>> Packaging with a strong narrative invites social sharing, expanding a brand’s digital footprint, especially crucial for online retail where physical presence is absent. +40% would post a product on social media if the packaging is creative. +52% online shoppers are more likely to repurchase when packaging tells a story. Final Thoughts. Storytelling affects the brain at a deep level, through emotional triggers, chemical responses, and immersive experiences. This emotional engagement builds loyalty and drives decisions in a way that data-driven marketing alone cannot. Explore real-world examples from standout brands and get inspired to craft a narrative that resonates. Featured Brands: Ace beauty Bondy Sands Colorkey Daise Drunk Elephant Heart Full Mixik Naming Laneige Scandy Tan Tuesday Urban Jungle #beautybusiness #beautyprofessionals #luxurybusiness #luxuryprofessionals

Reddit Answers (https://lnkd.in/dcg4nDhX), probably one of the most underrated tools to study what customers actually say, complain, value and get confused about for any product. Just a little helpful free tool to mine all the opinions and views on Reddit — and ask for pain points, successful outcomes and specific threads. Via Shlomo Genchin. What I actually like most isn’t even the idea to mine what people say and think, but rather *how* they say it. In practice, businesses often see their products quite differently than how actual customers perceive and use it, so gaining insight into customer’s language and vocabulary about the product is very helpful — also to know how to speak customer’s language effectively. ✺ For UX researchers (domain discovery + pain points): – What frustrates and confuses people most about [product]? – What do first-time users of [product] often complain about? – How do people organize and run their daily workflows in [industry]? – What are most useful features customers discovered in [industry]? ✺ For UX writers (vocabulary, tone, language): – What words do people use when speaking about X? – How do customers name the feature that does X? – How do people explain what the feature X does? – How do people describe their daily workflows in M? ✺ Workarounds (unmet needs in disguise): – What workarounds do people often use with complex forms? – What tools do people in [role] in [industry] also use when using A? – What are the shortcuts people often take when running B? – What tools do people mention frequently to visualize C? ✺ Switching triggers (the moment of churn): – What made people finally leave X and search for competitors? – What's the reason why people start thinking about cancelling Y? – When do people in M downgrade from paid to free tier? – At which point do people start searching for alternative products? ✺ Trust and decision-making (before committing): – How do people verify X recommendations before acting on them? – What are common doubts/concerns customers have when buying X? – What do people look for in product reviews before choosing a solution? – What do people find useful to compare the different products in X? ✺ Onboarding and broken expectations: – What surprised people in a bad way after signing up for X? – What did people expect X to do that it doesn't do well? – What do people regret not knowing before buying X? – What are some of the strongest complaints about Y? One of the most helpful things is to look for hacks and workarounds people use. Typically, people don't create inefficient duct-tape solution for problems they don't care about, and typically it's a strong indicator of the severity of the issue — that we might want to resolve soon. None of it, however, replaces actual UX research with humans. But being able to mine what people say at scale can be very helpful to craft messages that work — that are clear, easy to understand and speak the language that customers speak.

Your research findings are useless if they don't drive decisions. After watching countless brilliant insights disappear into the void, I developed 5 practical templates I use to transform research into action: 1. Decision-Driven Journey Map Standard journey maps look nice but often collect dust. My Decision-Driven Journey Map directly connects user pain points to specific product decisions with clear ownership. Key components: - User journey stages with actions - Pain points with severity ratings (1-5) - Required product decisions for each pain - Decision owner assignment - Implementation timeline This structure creates immediate accountability and turns abstract user problems into concrete action items. 2. Stakeholder Belief Audit Workshop Many product decisions happen based on untested assumptions. This workshop template helps you document and systematically test stakeholder beliefs about users. The four-step process: - Document stakeholder beliefs + confidence level - Prioritize which beliefs to test (impact vs. confidence) - Select appropriate testing methods - Create an action plan with owners and timelines When stakeholders participate in this process, they're far more likely to act on the results. 3. Insight-Action Workshop Guide Research without decisions is just expensive trivia. This workshop template provides a structured 90-minute framework to turn insights into product decisions. Workshop flow: - Research recap (15min) - Insight mapping (15min) - Decision matrix (15min) - Action planning (30min) - Wrap-up and commitments (15min) The decision matrix helps prioritize actions based on user value and implementation effort, ensuring resources are allocated effectively. 4. Five-Minute Video Insights Stakeholders rarely read full research reports. These bite-sized video templates drive decisions better than documents by making insights impossible to ignore. Video structure: - 30 sec: Key finding - 3 min: Supporting user clips - 1 min: Implications - 30 sec: Recommended next steps Pro tip: Create a library of these videos organized by product area for easy reference during planning sessions. 5. Progressive Disclosure Testing Protocol Standard usability testing tries to cover too much. This protocol focuses on how users process information over time to reveal deeper UX issues. Testing phases: - First 5-second impression - Initial scanning behavior - First meaningful action - Information discovery pattern - Task completion approach This approach reveals how users actually build mental models of your product, leading to more impactful interface decisions. Stop letting your hard-earned research insights collect dust. I’m dropping the first 3 templates below, & I’d love to hear which decision-making hurdle is currently blocking your research from making an impact! (The data in the templates is just an example, let me know in the comments or message me if you’d like the blank versions).

How to Leverage User-Generated Content (UGC) Introduction: User-generated content (UGC) helps brands connect authentically with audiences, as people trust peer recommendations over ads. Showcasing real user experiences builds credibility, strengthens community bonds, and turns customers into advocates, driving organic growth and engagement. Key Concepts -Social Proof: UGC demonstrates trust and recommendations, often more effective than ads. -Authenticity: Real customer content fosters trust as genuine endorsements. -Community Engagement: UGC encourages customer connection and sharing. -Content Variety: UGC provides diverse, reusable content for multiple channels. Challenges in Implementing UGC -Quality Control: Curating UGC for brand alignment can be challenging. -Permissions: Obtain creator permission to avoid legal issues. -Negative Feedback: Be prepared to manage unfavorable UGC without harming your reputation. -Incentivizing Participation: Encourage customers to share experiences through incentives. Strategies & Solutions To gather and utilize user-generated content (UGC), brands can create hashtag campaigns, run contests for product photos, and showcase testimonials on social media for credibility. Highlighting curated UGC demonstrates real product use, while repurposing it in emails and ads maximizes reach. Engaging with creators by tagging and sharing their posts strengthens connections and encourages more sharing. Benefits of Leveraging UGC User-generated content (UGC) enhances credibility and trust by showcasing authentic customer experiences, leading to higher conversion rates. It fosters brand engagement and loyalty while being cost-effective, filling content calendars without high expenses. UGC also improves SEO by generating relevant content that boosts discoverability through branded hashtags and reviews. Insights for Effective UGC Campaigns To maximize user-generated content (UGC), prioritize authenticity by encouraging customers to share genuine experiences instead of scripted or promotional ones. Monitor UGC performance by tracking metrics like engagement and conversions to understand what resonates with your audience. Additionally, create a streamlined content submission process with direct upload links or clear instructions to make it easy for users to share their content. Conclusion: User-generated content (UGC) builds social proof, fosters trust, and engages communities. By incorporating UGC into your marketing strategy, you transform customers into brand advocates, enhancing reach and connections. Utilizing hashtag campaigns, reviews, contests, and social media features encourages sharing experiences and cultivates a loyal community that spreads your brand's message organically. #UGCmarketing #brandUGC #contentstrategy #digitalmarketing #usergeneratedcontent #UGCstrategy #brandengagement #socialmediastrategy #contentcreation #UGCcommunity

A client came to us with an eCommerce site stuck at 384 monthly sessions. They had a good product but their content game was weak. 8 months later, they hit 1,136 sessions with 149% more engagement. All without a single new backlink. Here's the exact blueprint we used: (copy this for your site today) Step 1: Content Gap Analysis We ran a full site audit to identify every missing page that could explain their offering, expertise, and approach for different audiences. We prioritized content that answers the questions your audience is asking before they're ready to buy: - Top-of-funnel informational topics they weren't covering. - Educational content explaining the problem space, terminology, and decisions users face. This is where trust gets built. This is where Google starts seeing you as an authority. Step 2: Homepage + Core Page Restructuring Your homepage has 3 seconds to communicate value. Key information gets highlighted. Supporting content explains how they help. Everything is scannable. For core pages (products, services, programs), we moved essential information above the fold. People bounce when you make them work too hard. Reduce cognitive load. Make the value obvious fast. Added credibility signals throughout. Testimonials. Case studies. Data points. Third-party validation. Trust isn't assumed. You have to build it on every page. Step 3: Define One Primary CTA Per Page Multiple CTAs competing for attention kills conversions. We've tested this repeatedly. Each page got one primary action. Sign up. Get in touch. Start a trial. Whatever matters most for that specific page. Design the entire page around that single conversion goal. Secondary CTAs exist but they're less prominent. The user's path needs to be clear, not cluttered. Step 4: Build Topical Authority Through Content Clusters This is where most sites fail. They publish random blog posts with no strategic connection. We identified priority themes that align with their expertise and mission. Each theme got multiple interconnected pages. Foundational concepts. Common questions. Emerging topics. Step 5: Strengthen Internal Linking Structure Connected core pages to relevant supporting content, use cases, documentation, and insights. No orphan pages. Every piece of content links contextually to related topics. Internal linking creates a cohesive, easily navigable experience for users and makes your site architecture crystal clear to search engines. Step 6: Ongoing Performance Reviews We regularly reviewed performance and engagement signals to refine content depth, freshness, structure, and internal linking. User needs and search behavior change. Your content strategy needs to adapt. Pages that aren't performing get updated or pruned. High performers get more internal link equity and supporting content. The result? May 2025 → Jan 2026 (8 months): - Organic sessions: 384 → 1,136 (196% increase) - Engaged sessions: 253 → 630 (149% increase)

"Post more, engage more, grow more"→biggest scam ever. A client came to me, frustrated. “I’ve been posting every single day. Following all the advice. But it feels like nobody is reading my post.” She wasn’t wrong. Her posts were well-written. Packed with value. Structured perfectly. But here’s the problem: No one felt anything. People scrolled past, nodded, and moved on. Because her content wasn’t hitting them where it mattered. So, we made one change. Instead of just sharing “value,” we made them feel something first. We told stories. We showed real struggles, real emotions, real shifts. 3 weeks later: → More engagement on one post than her last twenty combined. → DMs from people saying, “Wow, I needed this.” → Inbound leads—without ever pitching. Because here’s the truth: People don’t ignore your content because it lacks information. They ignore it because it doesn’t move them. Want to fix that? Do this: 1️⃣ Find the moment that makes people stop. Not a “pain point.” A real emotional trigger they already feel. 2️⃣ Start with a punch. No warm-up. No fluff. Hit them where they feel it. 3️⃣ Tell a story, not just a tip. Instead of “3 ways to improve,” show what happens when they don’t. 4️⃣ Make them uncomfortable. People act when they realize what they’re missing, not when they get another “how-to.” 5️⃣ End with a thought that lingers. A question, a challenge, a shift in perspective that sticks after they scroll. The moment you stop making “content” and start creating experiences? That’s when people start paying attention. Now tell me: what’s the last post that actually made you stop scrolling? #storytelling

𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝗲𝗽 𝗗𝗶𝘃𝗲: How Spotify’s Blend feature fuels social engagement and stickiness 👉 𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗶𝘀 𝗳𝗲𝗮𝘁𝘂𝗿𝗲: Spotify’s Blend lets two (or more) users merge their music tastes into a shared playlist updated daily with a mix of songs both users like, including taste match scores and user-tagged tracks. It’s not just a playlist. It’s a dynamic, living bridge between listeners. 🔵 𝗛𝗼𝘄 𝘁𝗵𝗶𝘀 𝘀𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝘂𝘀𝗲𝗿 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲: 🔹A user invites a friend to Blend through a link 🔹Once accepted, Spotify creates a custom playlist combining both users’ listening habits 🔹The playlist updates daily with fresh tracks based on evolving taste 🔹Songs show who contributed what, and Spotify highlights your “taste match score” 🔹Users can add more friends to the Blend for a multi-person experience But here’s where it gets fascinating from a product strategy perspective because this feature quietly turns social connection into daily product engagement. 🔄 𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝗱𝗿𝗶𝘃𝗲𝘀 𝗽𝗼𝘄𝗲𝗿𝗳𝘂𝗹 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 & 𝘀𝗵𝗮𝗿𝗲𝗮𝗯𝗶𝗹𝗶𝘁𝘆: 1. 𝗗𝗮𝗶𝗹𝘆 𝗥𝗲-𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗟𝗼𝗼𝗽 Every day, Blend refreshes with new tracks. Users return to see what’s changed, what their friend is listening to, and how their shared vibe evolves a lightweight daily hook without the effort of playlist curation. 2. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗩𝗶𝗿𝗮𝗹𝗶𝘁𝘆 𝗘𝗻𝗴𝗶𝗻𝗲 The feature requires another person to activate. That turns every Blend into a growth event. Plus, the “taste match” score and song contributions make it feel like a shared digital ritual highly shareable on social media. 3. 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝗖𝗼𝗻𝘁𝗲𝘅𝘁 Spotify applies its core strength - personalization in a social context. Blend doesn’t just recommend music for you, but for you and someone else. That adds novelty, emotional relevance, and makes the algorithm feel more human. 4. 𝗟𝗼𝘄 𝗖𝗼𝗺𝗺𝗶𝘁𝗺𝗲𝗻𝘁, 𝗛𝗶𝗴𝗵 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗥𝗢𝗜 It’s casual. You’re not messaging or following. Just co-listening. That makes it a low-friction social feature with high emotional value especially between partners, friends, or family. 5. 𝗗𝗲𝗳𝗲𝗻𝘀𝗶𝘃𝗲 𝗠𝗼𝗮𝘁 𝘃𝗶𝗮 𝗦𝗵𝗮𝗿𝗲𝗱 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆 Once users start Blending, they associate their music connection with Spotify. Switching to another platform means losing not just your data but your shared experience. That’s a subtle but sticky network effect. 👉 Have you created a Blend with someone before? Would love to hear what kind of songs it surfaced for you! 🎶 ------- P.S. Follow me for more deep dives on product and AI!

Every job I’ve taken in the last ten years has started the same way: six months spent updating Help Center articles that were months, sometimes a full year, out of date. It’s always the same story: they cut the tech writer to save money, the product evolved, the docs haven’t, and customers are left frustrated and confused. It creates doubt. It generates churn. Outdated content doesn’t just make support harder. It breaks trust. When users follow your documentation and the screenshots don’t match, or the steps fail halfway through, or they can't find instructions on new features, it sends a message: we stopped paying attention to users to focus on features. And fixing it after the fact is always more expensive than keeping it current. It means rework, lost time, higher ticket volume, and extra strain on support and product teams. Keeping Help Center content accurate isn’t a “nice to have.” It’s part of the product. It’s part of the customer experience. It’s part of your brand. And if you’re not maintaining it as carefully as your code, your customers will notice. #TechnicalWriting #Documentation #CustomerExperience #ContentStrategy #KnowledgeManagement #TechComm