Oh, that’s just content
Want to make someone who works in content angry in the quickest possible time? Getting a ‘you’re’ wrong might ruffle their feathers but to really make them grumpy simply use the phrase “oh, that’s just content”.
As much as we might wish for someone to use ‘just’ as an adjective meaning fair, fitting or correct we know that it is being used as an adverb to mean merely, only or simply. Why does this matter?
It is often wrapped up with ideas about content being a non-specialised task
Whereas not everyone can code or draw, a much higher proportion of people can write to a decent standard for everyday tasks. This often causes people to assume that the skill of being able to dash off a quick email means they are equally equipped to create customer-facing web content. Well just as driving to Tesco doesn’t qualify you for the British Grand Prix, content design, production and copywriting can’t be done by just anyone.
It infers that content is so simple it can be added at the end
How often does content get left until the end of a project? More often than not as content people will willingly tell you.
“The design is done now, can you just pop the content in”
This isn’t a good way to work for so many reasons. Perhaps most importantly, if the content is not there how can the design be truly user-centric? Content and design should be paired up to work together from start to finish. Talking to users? Take your content person with you. Meeting stakeholders? Take them with you. Talking to your coder about what is possible? Ask your trusty content friend to tag along. Working closely will benefit the team, the user and the business.
It suggests that the product wouldn’t be affected by removing the content
Go ahead, delete all of the words, pictures and videos from your website; no doubt the design and code quality will still sell your product… obviously not! Considering that the words, images and videos tell the story of your product and are the thing your user actually absorbs you really shouldn’t undersell them. Don’t get me wrong, beautiful design and good code are important too but my point is not to put content at the bottom of that pile.
Just be nice, don’t say it
If the other arguments have left you unconvinced you could just do it to be nicer to your content people. Make them feel valued, respected and part of the team by never again uttering the phrase “just content”, unless you really do mean that it is fitting.
What are the phrases that get used at work and really get your goat? Share them in the comments and we can treat this as a bit of group therapy.
