The ABCs of content planning read more like A.O.P. Audience, Occasion, and Purpose are the first three elements of a smart content plan.
Reading is a selfish act. An audience arrives at your words with a problem to solve. As the writer, you advocate for your audience and its needs. Your job is to make your company, its product, and the writing together a selfless act.
You do the research, the demographics, the focus groups, and the analyses to become more informed about audience needs. Then you speak from the audience perspective. Not the company perspective. Not to sell a product, but to solve a problem. You are always speaking in terms of the solution to their problem.
Is it a blog? A news article? A conference speech? A prayer or a birthday card? Whether it is to sell, educate, instruct, or advocate, writers select the appropriate voice and tone, length, and style for the occasion that unites the content with the audience.
In the case of UX writing, the occasion is the website, the mobile app, the software program. A good writer will immerse herself in the product design process to become part of the design so that it acts as the best advocate for the user.
When a user lands on your website or app, your business enters into an unspoken contract with him. He has a goal, and your product must see to it that he reaches it as quickly, easily, and delightfully as possible. He’s not there to see how many words he can read or clicks he can tap to find answers. He has chosen to depend on your product to help reach his goal.
On behalf of the business, your words ambitiously, enthusiastically, and economically lead your reader to the goal. Keep your eye on the goal.