As a content designer Rachel loves asking questions – she has to get to the root of the real problem she's trying to solve. But in this talk she actually answers some questions:
- Why did she move from digital marketing into content design?
- What makes content design so different from any other copywriting?
- What does she love about it?
- And if you’re looking to move over too, where should you start?
After studying journalism, Rachel moved into advertising, brand and marketing, working on household name brands such as Flora.
Realising she had a passion for digital user experience, she then moved into digital content strategy. After building and leading a team of content designers creating insurance journeys for high street brands, she moved to Deliveroo to focus on their rider experience. She’s more recently known as the content strategist at Clearleft, helping businesses increase their content maturity.
Rachel is the author of 'Why you need a content team and how to build one.'
13. To design content that works, we
need understand our users’
intentions
14. This product’s great!
This product’s great!
This product’s great!
Advertising PR
I’ve heard this
product’s great!
I’ll help you find
this product
SEO CRM
Please don’t buy anyone
else’s product now!
Marketing
Here’s why this product’s
great for you
I’ll make it easy and
enjoyable for you to buy and
use this product
Product
25. Not only …but also
Writing for clarity and brevity
Contextual relevance
Empathising with users
Using natural language
Being conversational
Storytelling
Collaborating
A/B testing
Co-designing and protocopy
Journey mapping
Flexing voice and tone
Using different metrics
Usability testing
Group writing
Writing the boring stuff
Knowing when not to sell
40. User feels
Tone
Curious Happy and excited AngryConfusedNeutral
" #$ %&
Relatable Enthusiastic Honest and
apologetic
Straight-
forward
Warm and engaging
52. Not only …but also
Writing for clarity and brevity
Contextual relevance
Empathising with users
Using natural language
Being conversational
Storytelling
Collaborating
A/B testing
Co-designing and protocopy
Understanding the bigger picture
Flexing voice and tone
Using different metrics
Usability testing
Group writing
Writing the boring stuff
Knowing when not to sell