Content Strategist at Financial Engines

Keri Maijala

Keri Maijala is a content strategist at Financial Engines in Sunnyvale, CA. She’s been working in user experience since the days of the Dancing Baby, helping companies like eBay, PayPal, and Intuit find and use their voices. You can usually find her on Twitter as @clamhead, but if she’s not there, check the line for Space Mountain.

Workshop Title: Human Content for Complicated Companies: Focusing on What’s Relevant
Abstract: When developing content for a regulated company like financial services, it’s easy to get mired in complex explanations and legal requirements. Don’t forget there’s a human being at the other end trying to make sense of it all! In this workshop, you’ll learn how to guide them through your company’s experience and help them understand how it applies to their own lives by using language that is thoughtful, nuanced, and relatable.

This interactive, hands-on workshop will help you to add focus and humanity to your content by tapping into what’s truly relevant to your customer. You’ll discover tools such as focus stories and narratives, and translate those tools into actual customer-facing content.

Specifically, you’ll learn how to:

  • Develop an emotion-based focus story for your audience
  • Create narratives that bring that story to life
  • Translate your story and narratives into real customer-facing content
  • Extend your findings into research, frameworks, and communicating with other teams

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