How can I reach my audience with content design?
Connect with your users by unleashing the power of data.
Topic: Brand StrategyRelated Content:Webinar: How do I create a social media campaign?Article: Why design thinking is so valuable for brand awareness?
(2 min read)
It is not easy to create content that appeals to your audience. Finding the right content requires research and analysis. Sara Richards, the lead content designer at the UK Government Digital Service, says that content designers are always asking better questions and analyzing data in an effort to improve. "If you respect your audience, you will make the content work for them.”
Q/A#1:
What does a content designer do?
Content designers use data to determine the best way to present information.
Designers are those who "plans the form, look, and workings of something before its being made or built." (Oxford Languages). Content designers create an algorithm for displaying information through research, processing data, and creating feedback loops. A content designer's goal is to increase audience connection by focusing upon the user's needs.
Q/A #2:
What is the first step in the content design process?
Ask questions. Lots of it.
The first step in content creation is to identify the needs of your target audience. In today's digital age, your content should be clear and concise. Too wordy? People will ignore it. Too confusing? They will scroll right by it. Is the information not attention-grabbing enough? They won't notice your post. A human-centered approach starts with questions. What does your user want to know? How do they best process information? Which platform do they most use? These research findings will guide you in your content design process.
Q/A #3:
How can I create inclusive content?
Survey your audience. Invite diverse perspectives to the discussion about how to improve your content.
User-feedback groups are a great way to find out how your audience perceives your information. To start, select 4-5 diverse voices to ask questions about your brand. "Remember that your product, service, or campaign is only going to be as accessible, inclusive and representative as the perspectives you integrate.”
Takeaway: The top 3 ways content design can help you reach your audience.
1. Use data to determine the best way to present information.
2. Ask questions. Lots of it.
3. Survey your audience. Invite diverse perspectives to the discussion about how to improve your content.
Next Steps
More Resources
How do I create a social media campaign? by The Park Ave Co
Why design thinking is so valuable for brand awareness? by The Park Ave Co
Content Design by Sara Richards
