What is Content Design?
Sometimes the name can be misleading, or interpreted differently.
So here’s what it means to me:
I focus on having consistency.
I work with guidelines and definitions.
Starting with the little details like microcopy; the more common words and tone of voice.
I want to understand the brands personality, to then create content that contribute to the bigger picture.
📐 Define content guidelines and standards
🧭 Shape content strategy across different channels
🤝 Collaborate with cross-functional teams to ensure content consistency
🔍 Maintain attention to detail in every word
🌐 Align messaging across products and platforms
🧠 Contribute to big-picture thinking with a content-first mindset
My process in 5 steps:
Understand
Analyze
Write
Iterate
Learn
Step 1: Understand the need
What is this message for?
Requirements come to me without much context and its my job to ask the right questions.
🎯 What is the goal of this message?
👀 Who will read this, and what action should they take?
🧩 Are there existing patterns we can use for reference?
Before writing, I ensure I fully understand the scope and impact of the content.
Understand
Analyze
Write
Iterate
Learn
Step 2: Analyse existing content
Look for references
Before writing, I dig through the existing documentation to find patterns, definitions, and similar content.
🔎 Search for related content to maintain consistency
📚 Check documentation (if it exists) to align with current definitions
🧩 Identify gaps where new content or terminology needs to be defined
Ensure my proposal is not just well-written but also aligned with the existing content.
Understand
Analyze
Write
Iterate
Learn
Step 3: Write & align
Craft content that is accurate, necessary, and appropriate.
Writing isn’t just about filling in text—it’s about crafting messages that are clear, necessary, and aligned with the platform’s voice.
Build on what already exists
🧱 Adapt content based on existing patterns to maintain consistency
🗂️ Standardize terminology and structure to enhance usability
💡 Propose scalable solutions when no pattern exists
Align across channels
🔄 Ensure coherence across different touchpoints (platform, emails, notifications, etc.)
🌐 Consider how the message fits into the broader user experience
Every piece of content should be purposeful, easy to understand, and seamlessly integrated into the platform.
Understand
Analyze
Write
Iterate
Learn
Step 4: Iteration & Validation
Share proposal with the team.
I work closely with designers, developers, and product owners to ensure the content is functional, clear, and aligned with business goals.
Feedback loop:
📤 Share content proposals and gather input from relevant teams
🧠 Navigate feedback from product owners who may see their feature as unique and critical
⚖️ Balance content between the product vision and user-centered clarity
🎯 Ensure content supports both the user experience and the feature’s objectives
Refining for impact:
🔧 Adjust content based on feedback while maintaining clarity and consistency
📣 Advocate for usability-focused content, even if it means educating stakeholders on user-centered design principles
🚀 Deliver content that not only meets requirements but also enhances the overall user experience—while balancing stakeholder expectations
Understand
Analyze
Write
Iterate
Learn
Step 5: Keep Learning
Go beyond solving requests.
I don’t just focus on answering requests; I plan and analyze how my work fits into the broader user experience and platform consistency.
Continuous learning:
🪞 Reflect on each project to improve my content strategy, considering how small changes impact the platform long-term
👣 Keep an eye on how content decisions affect the user journey across all touchpoints (platform, emails, notifications, etc.)
Ensure each piece of content doesn’t just solve an immediate problem but contributes to scalable, user-focused communication across the platform.