What is content design?
How content design started
The role of content design has been gaining momentum in recent years. We’ve always had content, but maybe used different words for it, like website copy or UX writing.
It became a design discipline in it’s own right a few years ago, when Government Digital Service (GDS), the people behind GOV.UK recognised the need for the specialism.
As GDS is a government site and produces content that people need to use rather than entertainment or marketing, they had to make sure the content was accessible and inclusive for everyone.
Content design focuses on the user need. And uses clear and simple language. Enabling everyone, no matter what their background, reading age or ability to carry out the tasks or find the information they need simple and quickly.
This approach to content has been successful and quickly grew across all public services and into the private sector.
Now, you’ll find content designers across most industries, embedded into service, web and product design teams.
What content designers do
We design content that guides people through tasks and information from start to end using clear, and uncomplicated language. This can include micro-content for digital journeys or long form content for informational web pages or articles. And a whole lot more, including offline communications.
How content designer’s work
You’ll find us working alongside UX and UI designers. We tend to work in multi-discipline teams or squads, with product owners, delivery managers, scrum masters, developers, business designers and services designers, researchers and more. We’ll be the one in the room (or on the Teams call), championing the user need and reminding everyone to use inclusive accessible language.
I’m a firm believer, that content should be upfront and at the core of any design project. If I’m asked to come in at the end of a project to sprinkle in some copy or fix a UX issue with words, it will ring alarm bells, and I won’t be too happy. This usually happens when people don’t understand the difference between content design and other writing roles.
The difference between content design and other writing roles
One of the main differences between content design and other forms of writing is research. We don’t start writing until we have the insights and evidence of what the audience needs and wants are. This can include qualitative, quantitative, desk, usability, expert, or any other kind of research. This helps us create people focused clear and inclusive content.
We also design the content to make sure it flows, makes sense to the user and helps them achieve what they set out to do.
Content design tasks
Although it may seem that the primary purpose of a content designer is to write words, we do so much more. As we focus on humans wants and needs rather than algorithms, we spend a lot of time doing non-writing tasks.
Other content design tasks include:
- strategising and planning
- identifying who the user is and what their needs are
- journey mapping to find out where the users came from they came from and how they found you
- researching language and emotion so we can use the same language our users are using
- writing great content in clear and plain English
- web optimising to help users find what they need easily
- presenting designs to stakeholders, peers and subject matter experts (SMEs) to get feedback
- user testing to find out if it works before you go live
- analysing insights and feedback
- iterating and maintaining content based on analytics and feedback
- and much more.
No two days are the same, and that is one of the main things I love about content design.
How content design can help you
The good news is following content design principles can help you write for all audiences and in turn will improve your search engine optimisation (SEO). As Google likes humans too. You can use content design for all your business communications.
Content design improves structure. It will connect with your audience and guide them through your digital journey. If it’s simple and straightforward they’re more likely to stay and complete a transaction. Whether that be buy from you, request more information, sign up to your newsletter, download your lead magnet or simple get in touch.
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