A good bookshop is full of books that inform but also books that entertain, move, or frighten. They make you laugh, they make you cry, they make you see the world in a new light.
This isn’t the way most would describe the web.
To build amazing digital products, content is key. To really understand its importance, we need to stop thinking of it as filler and understand its crucial, interwoven role in the user experience.
As a wise friend put it, “You can have a great campaign, but if you have shit content, you’re not going to do anything.”
Digital campaign plans often jump from concept and framing to social media graphics and suggested tweets, hopping over a crucial step: content…