content strategy | Azure IoT

Azure IoT starts with devices, and we have to match those devices to a customer intent. Here, the before example was focused on what we make, and asks the customer to figure out what works best for them. The option to use a starter kit (where we guide customers through typical scenarios) isn’t listed, and the customer examples are visually dense and unappealing. The “Read more” links point to long tutorial articles, which are often intimidating for new users.

Content strategy has to work end-to-end. In the revised example below, it starts with identifying customer intent (“what do I want my device to do”) and includes inline links to more information that’s targeted and easy to understand. Starter kits give the customer an alternate way to get started, and the customer visuals and descriptions are easy to parse with a relatable voice and tone.