Reviewing how we use content patterns

A content pattern is a sentence or paragraph of content that’s repeated within different content items. For us, this is because:

• the content meets more than one need, or
• it meets one need in multiple places.

We have content patterns so that our content:

• is consistent
• stays within our tone of voice and style guide
• follows SEO best practices by not duplicating large pieces of content

How our team might use content patterns

To understand the needs of the team, I have created user stories for those who will work with content patterns.

User researcher

When a tester asks a question or suggests including extra information

I want to know if we have a content pattern that matches their need

So that I can suggest which content pattern we could add in testing feedback

As a user researcher

Acceptance criteria

• I know where content patterns are kept
• I know how to search through content patterns to find one that might meet a tester’s need

Senior editor

When I am editing a piece of content

I want to know if there is a content pattern and the other pieces it is in

So that I can change the content pattern if needed and update the related pieces

As a senior editor

Acceptance criteria

• I know if there’s a content pattern in the piece I am editing
• I can find that content pattern
• I know which other piece of content have this content pattern

Content designer

When I am writing a piece of content

I want to know what content patterns already exist

So that I can use the relevant ones if needed and add new ones

As a content designer or freelancer

Acceptance criteria

• I can find content patterns related to the topic I am writing about
• I can edit existing content patterns
• I can add a new content pattern

Our current process

We have a process for recording and maintaining content patterns. At the moment, this is all stored in a spreadsheet. It has headings that record:

• reference (CP number)
• content pattern purpose (topic)
• content pattern (a link or text)
• type of content (warning box, section, sentence)
• variation of pattern
• content using (list of C numbers)
• topic
• sub-topic
• comments

The spreadsheet allows us to find existing patterns and update the relevant pieces of content if that pattern changes. This mainly involves content designers and editors.

When a new content patten is created we should:

• give it a CP number
• update the spreadsheet
• add the CP number to the relevant Trello card
• see if the content pattern could be used anywhere else

The limits of this

Despite it being added to, it does not include all the content patterns we have on the site. This could be due to:

• some patterns not being identified
• numerous people writing different pieces of content

I suggest that we review and improve the way we handle content patterns. Doing so will allow us to strengthen our tone of voice and be efficient when writing content.

How others record their content patterns

There is not one way of storing and recording content patterns. Yet, it can be good to see how other organisations are able to manage this.

This led me to do some research around the topic. Despite there not being a great deal, Natalie Shaw wrote a great blog post. She is a content strategist for Facebook, but has previously worked for HMRC, Citizens Advice and GDS.

Content design patterns (Medium)

GOV.UK

They have 2 categories of content patterns:

• Ask users for…
• Help users to…

I love how this keeps the user right at the heart of the content. We write content based on a need. Why not do the same with content patterns?

GOV.UK Design System: Patterns (GOV.UK)

GOV.UK also have recorded their patterns in a Google Doc. This includes:

• contents page with jump links
• a description of the pattern
• when it might be used
• a template of what it could look like
• what not to include

GOV.UK content design patterns (Google Doc)

Despite this being a large document, the jump links do make it easier to navigate. It also means they can group things by topics. This is something we might think about doing.

Next steps

This is not a quick fix. In the short term we will:

• define what we mean by a content pattern
• understand the needs of the team
• discuss how to record content patterns in the future

In the long term, we should aspire to:

• create a framework in a Word document that can continually be updated
• record all the content patterns we have
• a content pattern policy that outlines how we identify and record new content patterns