Content design: what is it?
So, what is content design exactly? Well, that can be a tricky question. Content design may take on different forms depending on the industry, company size, products, and customers.
High-level content design leverages a customer-first approach to content, always keeping in mind three things:
The person using the product, service, or solution.
Where along their journey they come into contact with your brand.
What are they thinking, feeling, and doing at the time of the interaction?
There are a lot of different approaches to content design, but my favorite is mapping content to the customer journey, then jumping into the weeds to create (write and design). Sometimes I do this independently and other times I work on a team. Both have their own challenges and rewards.
So what does a content designer do anyway?
Ideate, brainstorm, and research
Before putting pen to paper (or keystroke to document), research and ideation are essential. This part of the process allows for connections and fresh ideas to spring forth. The key is linking those ideas to find real solutions for real people. Sounds easy enough, but let’s explore how we can make the most of this oft-forgotten, but important step.
This part of the process is best executed in a team environment where many voices can bring an idea from good to great. As they say, teamwork makes the dream work.
Ideating messaging and content early in the project/build phase allows content designers an opportunity to create a solid messaging strategy in alignment with business goals to make the most impact. The early bird does indeed get the worm.
Content communicates the value of the product, service, or technology. Consider the opportunity cost of keeping research out of the process. It’s like leaving money on the table.
Information architecture
Let’s not overlook one of the most subtle, yet important components of content design - organizing information in a sensible and easy-to-understand order. We can do this with complex technologies like websites or simple promotional creative like an email. As content designers, we have a responsibility to order information in a way that reduces cognitive load.
Cognitive load. That’s a big idea - let’s simplify. When we allow our readers to easily understand and find information, we reduce cognitive load.
See -easy peasy.
Writing: ux, copy, content and technical
To write content is to understand people - what moves them, what motivates them, and what they need. No matter the type of writing you prefer, you have to know who is reading your words.
Consider this scenario:
A mother of two children, ages 4 and 7, let’s call her Sally. She values family, education, and her cast iron collection. With a genuine love of learning and cooking, she likes to include her kids in her daily activities. Sally enjoys watching her children experience new things and master everyday tasks, too.
Sally is the type of person who could easily be convinced to purchase a monthly children’s book subscription, which will nurture a love for reading in the hearts of her children. She is also likely be interested in facts about how reading early in life leads to success and greater fulfillment in adulthood. This information would support her decision to keep the subscription going long after her bookshelf is full.
When we know Sally, we can write to Sally. Using human-centered design thinking we write to real people, giving them real value by solving real problems.
User testing and data collection
Last but not least, content designers leverage regular feedback loops to improve and iterate on content. Collecting data through user testing, customer reviews, surveys and analytics allows us to continuously make our work better - as individuals and teams.
Other areas a content designer might be involved in:
Build and maintain content models, design systems, and style guides.
Create prototypes - my favorite!
Manage DAM systems - this one is cool too.
Consult or contribute to the overall content strategy.