What is content design?

Content design focuses on the user. It allows people to find the information they need, or carry out a task they need to do, simply and quickly. That means creating content and user experiences that work for a diverse range of people. In essence, it’s all about accessibility.

Content design isn’t just copywriting or graphic design. Content design uses research and data analysis to inform what user’s need and want. That is, to determine when, where, and how they want to consume information. That means never making assumptions and letting the data guide which medium is best to use, whether that’s a video, infographic, chart, or the good old written word.

Often, for public services, that’s where content design ends. For private businesses, content design is also a branding opportunity. At its best, content design doesn’t just meet user expectations – it surpasses them. As Aaron Walter writes in his book Designing for Emotion, good design is frictionlessly forgettable – it’s functional, reliable, and usable. We must meet these needs first before we can reach what he calls deep delight—memorable and pleasurable experiences.

Creating delightful content

How then, do we achieve deep delight? What makes content pleasurable and memorable? By focusing on storytelling. When we remember an experience, we place most emphasis on the most emotionally intense points and how the experience ended. By weaving a story throughout a user’s experience –through beautiful copy, positive messaging, and fun interactive elements. Only then, will our content form memorable, delightful, and defining brand moments.

Underpinning your content marketing with content design principles makes business sense. It helps you understand the right channels to reach the right people, and what content is right for those channels. Good content design makes your content better, more inclusive, and more likely to drive meaningful engagement and conversions. Great content design creates a lasting, positive image for your brand. That helps everyone, including your bottom line.