Episode 60 | September 20, 2022
Building better experiences: Why UX content strategy deserves a seat at the table
Learn how to build scalable UX content strategy teams with Natalie Marie Dunbar, Senior Manager at Walmart and author of From Solo to Scaled.
Building better experiences: Why UX content strategy deserves a seat at the table
What if the missing link in your digital product’s success isn't design or code—but how you handle content?
In a recent Insights Unlocked episode, Natalie Marie Dunbar, Senior Manager of UX Content Strategy at Walmart and author of From Solo to Scaled, unpacked how UX content strategy plays a foundational role in product development. From shaping voice and tone to collaborating with designers and researchers, her conversation was packed with takeaways for anyone looking to build a stronger content strategy team.
Defining UX content strategy beyond words
UX content strategy isn’t just writing microcopy or labeling buttons. As Natalie puts it, it’s about “getting the right content to the right people in the right format at the right time.” This broader view includes formats like infographics, video, and even wayfinding elements—all driven by deep collaboration with UX research and design.
She notes, “We're not always talking about the actual words that appear within a digital experience. We're sometimes not even writing.” Instead, it’s about ensuring that every content touchpoint contributes to a cohesive and useful user experience.
GUIDE
Keys to impactful designs that drive goal conversion rates
From solo act to scaled strategy
Natalie’s book From Solo to Scaled was born from recurring questions she heard at conferences: How do we build content strategy teams like yours? How do we find the right people?
Her answer is part roadmap, part mindset shift. Organizations need to treat content strategy as an integrated discipline, not an afterthought. The ideal content strategy team is no longer a lone writer cleaning up design leftovers—it’s embedded in product development from the start.
Why content strategists should join at kickoff
According to Natalie, timing is everything. She advocates for content strategists to be involved “even in pre-kickoffs,” when the first sparks of an idea are taking shape. This allows the team to:
- Audit and evaluate existing content
- Align content needs with future product goals
- Flag potential UX friction early
“The earlier the better,” she says. “And if it’s too early, we’ll step back and come back in at the right time.”
Creating with research, not just intuition
Content without research is like navigation without a map. That’s why Natalie emphasizes working closely with UX researchers—not just reading their findings, but helping shape them.
“We can use actual content in early prototypes and observe how users respond,” she explains. She also highlights the importance of inclusive voice and tone, noting that these elements must flex for different personas and use cases, especially as teams move into conversational design with AI and chatbots.
A future shaped by content strategy
As content strategy continues to grow within UX organizations and design ops, Natalie’s work reminds us that this field is about more than copy. It’s about crafting meaningful, accessible, and user-centered experiences from the ground up.
In her words: “We’re deeply embedded in the practice of UX and totally focused on being that advocate for the user throughout the end-to-end experience.”
Episode links:
- Benchmarking your content: UX content: This webinar, featuring Bobbie Wood (CEO of UX Content Collective) and Jennifer DeRome (Senior Content Strategist at UserTesting), delves into how to benchmark your UX writing and content design to demonstrate ROI. It covers establishing baselines, testing frequency, and analyzing results—key aspects of building a sustainable content strategy team.
- Content that connects: a step-by-step guide to testing messaging that works: This guide provides a comprehensive approach to testing content and messaging, emphasizing clarity, engagement, and alignment with user needs. It addresses challenges like tight timelines and limited resources, offering solutions to ensure content resonates with the target audience.
- Small words, big impact: how content tweaks can boost engagement by 30%: In this episode of Insights Unlocked, Kelly Erickson discusses how minor adjustments in content can lead to significant user engagement improvements. The conversation highlights the importance of content design and testing in enhancing customer experiences.
- Content testing & measurement: how to evaluate & what to use: This blog post explores the significance of content testing in the UX process. It discusses how early content testing can uncover user reactions to different tones, word choices, and structures, ensuring that content aligns with user expectations and enhances the overall experience.
