Anyone can write or build or a nice piece of content. But nice doesn’t always cut the mustard.
Your uses and audiences demand awesome content which will in turn achieve maximum engagement, interaction and conversion.
In the same way an architect needs to understand the purpose of a building, a content designer must understand the purpose of the brand, website, or marketing campaign before they can design it.
Content design is the process of understanding, researching, and testing solutions to meet the needs of your users to deliver successful user experiences.
- Content planning and strategy
- Content creation
- Content testing
- Aims and objectives alignment.
Renowned Danish web usability and human–computer interaction researcher Jakob Nielsen, says “on the average web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.”
With this in mind, it is critical to offer the best experience for your users to have any chance of conversion. Designing the content with the user in mind can be the difference between success and failure.
For example, if we know visitors to a product page are both decision makers, likely to only have a quick top-level browse of the product, and technical users who want every single last detail of the specification, we may design the page to include high level text content on the page, with detailed data contained in a PDF download for easier viewing.
Using the same example, understanding the user types and their needs can help determine the placement of a video on the page, where to include pricing information, call to action buttons etc.
In brief we use a number of logical steps to design content, including;
Venn diagram by Jo Dimbleby.