Going beyond the written word
Good content is like witchcraft. It’s a craft that takes time. Time to create something worth saying.
As a content writer, I often feel that content is considered as the last element within the design process. There have been many occasions where I’ve been asked to supply copy for a container that’s ill-suited for the message that needs to be delivered.
It can be frustrating as you’re put under immense pressure to deliver something that a) meets the deadline and b) doesn’t impact the user experience. There seems to be a myth that as a content writer, you’ll automatically be able to come up with something that meets the brief with the snap of a finger.
Well sorry to break the spell, but it doesn’t work like that. Crafting good content takes time. The copy that flows through your web design is a representation of your brand and your brand’s tone of voice. It’s an expression of your brand’s personality and is key to developing familiarity and trust, with users.
“Content precedes design. Design in the absence of content is not design. It’s decoration” — Jeffy Zeldman.
If we want content to be taken seriously, it needs to be considered near the start of the design process. Content is a blueprint to your web design. It helps set the tone, the narrative and can guide the team to build user experiences that are worth sharing.
But as content writers, what can we do? How can we bring content to the forefront within the design process, so that it’s not considered as an afterthought and we’re not presenting wireframes to stakeholders with holding copy?
I was stumped. I wanted to overcome this challenge and prove the value content has in the design process. So I started doing some research and came across Content Design — by Sarah Richards. As I began to look further into content design, I began to see a lot of similarities with lean UX that could help support the development of content.
So what is content design?
Content design is a process that allows us to communicate in a more user-centric way. It’s not about strategy. But about the copy that sits within the design.
It’s the process of bringing all the design elements, UX, UI/Design and Content together so that you’re displaying the right content at the right time. And it starts with research, which helps you understand the needs of the user.
As content writers and designers, we should be asking ourselves “What content best meets the needs of our users” and not “How shall I write this?”
I have to admit that I’m a little guilty of limiting myself to just the words that need to be written. What I should be looking at is how it all fits together in the grand scheme of things. So I’ve started to force myself to break out of the old habits, and look at the content, UX and design from an end-to-end point.
Content matters
Many businesses tend to focus on the message that ‘they’ want to push. And that’s alright as every business has a mission or a goal to meet. But are they checking that this message resonates with the user’s needs? Perhaps not.
If we look at Apple, Amazon, and Google, these great companies have embedded a culture of testing and learning into their business DNA. Which allows them to deliver great journeys that result in happier user experiences.
They achieve this by creating engaging websites that go beyond the initial transaction. Their websites have become easy to navigate and allow the user to discover the information they need. They’ve created sites that connect with the user.
To deliver unique experiences, like the ‘big leagues’, we need smarter content. Not more content. Smarter content.
Make your content stand out
As content writers or creators we should be thinking about:
- Push vs Pull
What do we want to publish, and how is that going to pull the users in. Is this content something your audience is going to read? - Trust
Strong brands have strong brand designs, excellent brand awareness, and good quality content. Which all help to build a strong brand presence. - Simplicity
How easy is it for your user to use your site and access the information they need? Navigation and discovery are vital to delivering simplicity. Don’t make your users search for what they need.
Smarter content
Content design is about starting with research, just like lean UX, research helps a content writer understand their audience’s problem and help answer those tricky questions such as ‘this is what my organisation wants’ but ‘actually this is what my audience needs’.
Research guides the content writer in creating smarter content that tackles the problems of the user. Running workshops and focus groups with stakeholders and users is a great way to see what the issues actually are. And the best way to get everyone to align with the next best steps.
By bringing the content writer into the research phase, you’re allowing them time to explore the purpose of the content, which will better equip them to tackle the design problem.
User habits
When we read, we don’t read one word followed by the next. Our eyes are darting all over the place taking in lots of information. This information helps us make an informed opinion/decision.
As you read this article, your eyes are already scanning the page for vital bits of information. You’re looking beyond the written words. You’re looking at the design, the page layout, and the formatting. All of this adds to the user experience, which needs to be considered when designing for the user.
“Our eyes can miss 30% fo the text on a page, and our brains will still accurately predict the content.”
Crafting your work
The role of a content writer isn’t about putting words on a page because the words work. The words that are being crafted are taking the user on a journey, which contributes to the overall experience.
It’s vital to understand the basics of content writing and push ourselves to write a little more conversationally so that we create more memorable experiences that engage with the user. As the great Maya Angelou once said
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
A simple text message establishes personality, humor, and narrative, which represents your brand. Language helps create a sharper brand image. And so words hold the key to connecting the online users.
Formatting your content
Like with any part of the design process formatting is crucial. It gives the user the best experience possible. And so we should be formatting our content in a way that eases the users time on the site. Don’t greet the user with a wall of text. Format the content so that it fits within the design style and allows the user to find the information they desire.
Highlight the key themes you found during the research phase and embed these nuggets into your content style guide and tone of voice.
Content design is a way of thinking that allows you to bring your content writer into the design process earlier on. As a unit, you’ll question everything, gather data and make informed decisions that meet the user’s needs. Allowing you to put the user first.
