Why Content Strategy Should Come Before UX Design in Product Development

Published in

Bootcamp

6 min readSep 9, 2024

PMs are often fixated on building visually stunning products. However, we sometimes overlook one critical element: the content. Imagine trying to build a house without knowing the furniture that will go inside. This is essentially what happens when UX design is prioritized before content strategy.

In this article, we’ll explore why product managers should rethink the product development process, adopting a content-first approach that ensures better user experiences, clear messaging, and product success.

The Real Impact of Content on UX

A well-designed interface is important, but it’s the content that drives value and action. Users visit websites and apps to get information, make decisions, or solve problems — not just to admire visual design. The design is simply a medium to present this content effectively.

Yet, many product teams rush into designing wireframes and prototypes without having concrete content. The result? A visually attractive product, but one with confusing messaging, misaligned goals, and ultimately, lower user retention.

By starting with content, product managers ensure that the design truly serves the purpose of the product. The content defines the structure, flow, and interactions, leading to a more seamless user experience. It’s time to move content up in the product development lifecycle.

Why a Content-First Approach Benefits Your Product

Clearer Communication with Users: When content is an afterthought, you run the risk of creating a disjointed experience where users have to work hard to understand the product’s value proposition. However, when the content is prioritized, communication becomes more direct and tailored to user needs. This clarity is vital for users to make quick decisions, especially in e-commerce, SaaS, or service-based applications.
Avoiding Design Bottlenecks: A content-first strategy prevents design revisions down the line. Often, design teams create layouts without knowing what type of content will fill those spaces. This leads to awkward redesigns once real content is added. Aligning content and design from the beginning avoids unnecessary iterations and reduces friction in the development process.
Fostering a User-Centric Mindset: Good content speaks directly to the user’s needs. By focusing on content first, product managers can better align their product’s messaging with user pain points, motivations, and behaviors. The goal becomes solving user problems through communication, rather than simply impressing them with aesthetic design.
A Streamlined Product Development Process: With content in place, the product roadmap becomes clearer. User flows can be mapped more effectively, and the development team can build a product that is both functionally and contextually aligned with the user’s journey. Product managers can focus on delivering a cohesive product where every interaction feels purposeful.

The Role of Copywriting and Messaging in UX

The bridge between a user and an interface is the content. It’s the copy that directs users, clarifies actions, and instills confidence in your product. As a product manager, it’s your responsibility to ensure that every message — whether it’s a CTA, error message, or onboarding flow — serves the user’s goals.

Consider this: if your interface is a beautifully designed road, the content is the signposts that guide users to their destination. Without clear, concise copy, users may get lost or abandon the journey altogether.

Here are three principles to elevate copy within UX:

Clarity: The best UX copy is easy to understand. Complex jargon or vague terms can confuse users. Strive for simple, straightforward language that gets the point across quickly. For example, swap “Click Here” with “Download Report” for more specificity.
Conciseness: In today’s fast-paced world, brevity is crucial. Users skim content, so get to the point quickly. Instead of “Check out all the features available in our menu,” say “Explore features.”
Relevance: Every piece of content should answer a question or meet a need. Think about the context in which users are interacting with your product. What do they need to know? What action do you want them to take? Ensure that your messaging is focused on delivering value at every stage of the user journey.

Implementing a Content-First Strategy: Step-by-Step

Ready to put content at the heart of your product development? Here’s how to implement a content-first approach as a product manager:

Content Audit: If you’re working on an existing product, start with a content audit. Review the existing text and identify gaps, outdated information, or areas that need refinement. Does the content align with user needs and business goals?
Competitive Analysis: Examine how competitors present their content. What are the strengths and weaknesses of their approach? Use this to guide your strategy, but always ensure your content speaks directly to your product’s unique value proposition.
User Research: Conduct research to understand your users’ pain points, desires, and motivations. This will inform the tone, style, and substance of your content. Don’t just guess what your users want — ask them.
User Flow Mapping: Map out the user journey and define the types of content needed at each stage. Whether it’s informational text, CTAs, or error messages, plan content that enhances the user experience and aligns with your product goals.
Content-Driven Wireframes: Create wireframes that prioritize content layout. Think of the wireframe as a skeleton for the messaging rather than just a visual guide. This way, the content informs the design, not the other way around.
Prototyping with Real Content: Replace placeholder text with real or near-final copy as early as possible. This helps your team make informed decisions about typography, spacing, and UI elements that fit with the actual messaging.
Test Content Usability: Don’t just test the interface — test the content. Conduct usability tests that focus on how well users understand and engage with the messaging. Is the language clear? Does it prompt the intended action?

Examples

Several leading companies have successfully adopted a content-first approach:

Dropbox: Their onboarding process is simple, clean, and driven by clear, concise copy. This clarity helps users immediately understand the product’s value, leading to higher conversions.
Medium: This platform focuses on delivering content with minimal distractions. Its design amplifies the words rather than overshadowing them, showing how a content-first strategy creates a user-focused experience.
Duolingo: Engaging, well-timed content keeps users coming back. The platform’s success is built on micro-interactions and delightful copy that encourages users to keep learning.

Conclusion: Prioritize Content, Unlock Product Success

As a product manager, you must rethink the typical development process. Visual design may draw users in, but content keeps them engaged. A content-first strategy ensures that every interaction is meaningful and every design choice is purposeful.

By prioritizing content, you not only deliver a superior user experience but also ensure your product’s long-term success. Make content the foundation of your product strategy, and everything else will follow naturally.

Thanks for reading! If you’ve got ideas to contribute to this conversation please comment. If you like what you read and want to see more, clap me some love! Follow me here, or connect with me on LinkedIn or Twitter.

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