Content Design

1. Content design is about meeting user needs, not just writing

The point of content design is that you start with research to help you identify what your users actually need (which isn't the same as what they say they want).

User-centric approach. Content design goes beyond traditional writing by focusing on the user's needs and preferences. It involves a comprehensive process of research, analysis, and strategic decision-making to create content that truly resonates with the audience.

Multiple formats. Content designers consider various formats to meet user needs effectively, including:

• Text
• Images
• Videos
• Infographics
• Interactive tools
• Calculators
• Maps

The goal is to select the most appropriate format or combination of formats that best conveys the information and helps users accomplish their tasks efficiently.

2. Research and discovery are crucial for effective content design

Discovery is really important, because it helps you understand: your audience, what your organisation thinks it wants, what your organisation actually needs, when you should publish what, what channels you should use to communicate to whom (and when), why you should have a digital team at all.

Comprehensive research. Effective content design begins with thorough research and discovery. This process involves:

• Analyzing user behavior and preferences
• Examining search data and trends
• Studying competitor content
• Conducting user interviews and surveys
• Reviewing existing analytics and metrics

Data-driven decisions. The insights gathered during the research phase inform critical decisions about content strategy, including:

• Content prioritization
• Tone and style
• Vocabulary and language choice
• Content format and structure
• Publication timing and channels

By basing content decisions on solid research, designers can create more effective and user-friendly content that meets both user needs and organizational goals.

3. User stories and job stories guide content creation

A user story is a way of pinning down what the team need to do without telling them how to do it.

Defining user needs. User stories and job stories are powerful tools for understanding and articulating user needs. They help content designers focus on the specific goals and motivations of their audience, ensuring that the content created directly addresses these needs.

User stories follow this format:

• As a [person in a particular role]
• I want to [perform an action or find something out]
• So that [I can achieve my goal of…]

Job stories are structured as:

• When [there's a particular situation]
• I want to [perform an action or find something out]
• So I can [achieve my goal of…]

By using these frameworks, content designers can create more targeted, relevant, and effective content that truly serves the user's needs and context.

4. Collaborative content creation yields better results

Content discovery helps you avoid that. It's a chance for everyone to be involved early on. It's not a guaranteed way of avoiding confrontation and disagreement, but in my experience it helps a great deal.

Inclusive process. Collaborative content creation involves bringing together various stakeholders, including subject matter experts, designers, developers, and decision-makers, early in the content development process. This approach has several benefits:

• Diverse perspectives lead to more comprehensive content
• Early involvement reduces conflicts and revisions later
• Stakeholders feel more invested in the final product
• Cross-functional collaboration improves overall content quality

Overcoming challenges. While collaboration can be challenging, especially when dealing with different opinions and priorities, it ultimately leads to better content. Techniques for successful collaboration include:

• Clearly defining roles and responsibilities
• Establishing shared goals and objectives
• Using structured frameworks like user stories
• Facilitating open and respectful communication
• Focusing on data and user needs to guide decisions

5. Writing for the web requires a different approach

Not more content, smarter content.

Adapting to digital reading. Web content needs to be crafted differently from traditional print content to accommodate how users consume information online:

• Use clear, concise language
• Employ short paragraphs and sentences
• Utilize headings and subheadings for easy scanning
• Incorporate bullet points and lists
• Front-load important information

Optimizing for search and usability. Effective web content also considers:

• Search engine optimization (SEO)
• Accessibility for screen readers and assistive technologies
• Mobile responsiveness
• User attention spans and reading patterns (e.g., F-shaped reading pattern)

By adapting writing style and structure for the web, content designers can create more engaging, accessible, and effective content that meets user needs in the digital environment.

6. Pair writing enhances content quality and efficiency

The point of pair writing is that it gives you double the brain power. It's like getting through both the first and the second draft simultaneously.

Collaborative writing. Pair writing involves two people working together to create content, often combining the expertise of a subject matter expert with the skills of a content designer. Benefits include:

• Faster content creation
• Improved accuracy and clarity
• Reduced revision cycles
• Better integration of expert knowledge and user-friendly language

Best practices. To make pair writing successful:

• Choose a quiet, distraction-free environment
• Use a large screen for shared visibility
• Keep user stories or job stories visible as a reference
• Take regular breaks to maintain focus
• Encourage open communication and experimentation

Pair writing can be challenging, especially when collaborators have different perspectives or writing styles. However, with practice and patience, it can significantly improve content quality and efficiency.

7. Content critiques improve the final product

Crits can be hard to deal with. It's not easy to let other people tear your hard work to shreds. It's not easy to listen to them telling you what's wrong with it.

Structured feedback. Content critiques, or "crits," provide a structured way to gather feedback and improve content before publication. Key elements of effective crits include:

• Clear rules for respectful and constructive criticism
• Focus on the content, not the creator
• Participation from diverse team members (designers, developers, etc.)
• Time limits to maintain efficiency

Benefits of crits:

• Identify and address content issues early
• Ensure consistency across content
• Foster team collaboration and learning
• Spark new ideas and approaches
• Align content with user needs and organizational goals

While crits can be challenging emotionally, they ultimately lead to higher-quality content and a more cohesive content strategy.

8. Accessibility and inclusivity are essential in content design

Plain language isn't just about not using jargon, it's about using language that is clear to your audience.

Designing for all users. Accessible and inclusive content design ensures that information is available and understandable to the widest possible audience, including:

• People with disabilities
• Non-native speakers
• Users with varying levels of literacy
• People using different devices or connection speeds

Key principles:

• Use plain language and avoid jargon
• Provide alternative text for images
• Ensure proper heading structure for screen readers
• Use sufficient color contrast
• Create content that works across different devices and platforms

By prioritizing accessibility and inclusivity, content designers not only comply with legal requirements but also create better experiences for all users, ultimately expanding their reach and impact.

Last updated: April 25, 2025