This document summarizes a presentation on content design for intranet reference pages and digital internal communications. It discusses: 1. Content design as an evidence-based approach to creating content that meets audience needs. Key practices include research, user stories, job stories, and critiques. 2. Methods for discovering audience needs through desk research, usability testing, expert interviews, and user research to understand what information people "must know." 3. Tools for defining and meeting audience needs, including writing user stories and job stories and creating a bullet point skeleton aligned to research findings. 4. The process of writing content to match the agreed-upon skeleton while considering tone, style and the intended audience. Reviews

1. Intranet reference pages and digital internal communications
@Wedge | @ClearBox
Content design
for communicators
and publishers

2. Wedge Black
of ClearBox Consulting
 Previously an intranet manager (sat within the Internal
Communications team) at national and regional companies
 Now an intranet consultant for ClearBox
 Founder of the Intranet Now conference in London
ClearBox Consulting is a specialist independent consultancy
that believes in making the workplace a better and more
productive experience. We understand technology, but we
approach it from the people side first.
@Wedge | @ClearBox | clearbox.co.uk

3. Get these slides
clearbox.co.uk/content-design
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4. Topics
1. Content design
2. Discovering needs
3. Defining and meeting needs
4. Skeletons
5. Actually writing!
6. Crits
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5. A discipline – a set of techniques
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1. Content design

6. What content design is about
An evidence-based approach to creating
content to give the audience what they
need in a way they expect and can use.
Content design is a movement, an
approach, a grouping of practices, and
becoming a discipline.
@Wedge | @ClearBox

7. Sarah Richards and GDS
UK government websites, and many gov
intranets, have moved to a content
design approach under Government
Digital Service (GDS) guidance.
Sarah Richards, formally of GDS, has
written the book on content design:
contentdesign.london/book/
@Wedge | @ClearBox

8. “I hate the word ‘content’…”
☐Yes, ‘content’ c0uld be almost anything
☐Reminds us to consider alternatives to text, alternative
channels and media
☐Young people literally refer to ‘content creation’ for their
social network channels – the word is endemic and accepted
☐Sure, if you need text, say “I need 3 to 5 paragraphs” but if
planning an intranet / web page with multiple elements (text,
graphics, photos, video, audio, animation, interaction etc.)
then ‘content’ is a fine word.
@Wedge | @ClearBox

9. Additional skills and practices
☐Comms people already have tactics to consider how messages land,
engagement levels, and listening for responses
☐Content design is even more ‘user centred’ than good, solid
employee comms
☐Content design adds several additional practices around up-front
planning and reviews to ensure content performs as needed
☐Content design is becoming a discipline (a set of practices, a
recognisable approach), that can be promulgated rolled out across
your primary comms / publishing team and guide your extended
teams and department publishers.
@Wedge | @ClearBox

10. Ugh
Content design practices can
avoid things like this!
twitter.com/LZats/status/1214212604811460608 /
https://d.pr/ZxiEgC
@Wedge | @ClearBox
@LZats

11. Don’t assume; uncover
@Wedge | @ClearBox
2. Discovering needs

12. Smash assumptions
with research
“I want them to know…”
“I think people will need…”
“Obviously, everyone’s number
one priority will be…”
Most assumptions need testing;
some need smashing.
@Wedge | @ClearBox

13. Research methods
The crux of content design, is that
evidence comes first. No creation
without research.
1. Desk research
2. Usability research
3. Expert research
4. User research
5. Discussion on
specifics.
@Wedge | @ClearBox

14. ‘Must know’
We need to discover what people
‘must know’ to satisfy their needs.
Research will help you split the ‘must
know’ away from the ‘nice to know’.
Specifically, user stories and job stories will
define the ‘must know’ items, and the good ol’
inverted pyramid will help you consider context
and ‘nice to know’.
@Wedge | @ClearBox

15. Discovery day
@Wedge | @ClearBox
It’s often about having an open, fluid discussion in a
big room with all the right people.
Invite anyone who can directly input and who might
block your progress later.
But such a workshop is a fairly heavy commitment
and so won’t be your tactic for every reference article.

16. Satisfactory results
After discussions, you’ll likely have an
understanding of:
 the audiences
 the various levels of existing knowledge
 people’s needs
 the problem to be solved / job to be done
 subject-matter experts’ guidance
 what the organisation / stakeholder
thinks is needed and what’s really needed
 when and where to publish
 channel use (notify, promote, and share).
You’ve done good
research when you
know the problem
and are ready to
write user stories
and job stories.
@Wedge | @ClearBox

17. Tools
Discovery day
• Everyone in
the room
Research
• Discover
needs
User stories
• Define
audience
needs
Job stories
• Define need
Story
acceptance
• Agree shape of
solution
Skeleton
• Bullet points
Skeleton review
• Agree substance
Content draft
• Solid first draft
• Pair writing?
Crit
• Meets the needs
of the audience?
You can still be a good content designer even
if you change when you review your stories,
and even if you change when you do a crit.
Be adaptable and focus on what works.
@Wedge | @ClearBox

18. Understand the problem before considering the solution
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3. Defining and
meeting needs

19. User stories
As a [colleague in a role / dept]
I want to [know or do something]
so I can [achieve a goal].
@Wedge | @ClearBox

20. Job stories
When [specific situation]
I want to [know or do something]
so I can [achieve a goal].
@Wedge | @ClearBox

21. Acceptance criteria
Assuming we’re to write an article or a reference page,
we need to meet the acceptance criteria of the job story
and meet the needs in the user story.
“This job story is accepted when I know how
to XXXX and complete the XXXXX task
directly online with no offline assistance.”
@Wedge | @ClearBox

22. Discovery reduced
review pain
The traditional review cycle is a
vicious circle without agreed
process or shared objectives.
Defining actual needs means we
already know what the article
must cover.Writers can write to
the need, and reviewers ensure we
keep the audiences in mind, rather
than debating punctuation.
@Wedge | @ClearBox

23. Tools
Discovery day
• Everyone in
the room
Research
• Discover
needs
User stories
• Define
audience
needs
Job stories
• Define need
Story
acceptance
• Agree shape of
solution
Skeleton
• Bullet points
Skeleton review
• Agree substance
Content draft
• Solid first draft
• Pair writing?
Crit
• Meets the needs
of the audience?
You can still be a good content designer even
if you change when you review your stories,
and even if you change when you do a crit.
Be adaptable and focus on what works.
@Wedge | @ClearBox

24. You may want the ‘meat’, but start with solid foundations
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4. Skeletons

25. Bullet-point skeleton
Rely on your research results and your job stories
and keep your user stories in mind.
1. Lay out bullet points to cover everything
2. Rework the list to order it from ‘must know’ to
‘nice to know’ / context
3. Consider breaking the list up with sub-
headings to chunk the list
4. Sure, draft a title but don’t set your heart on it.
@Wedge | @ClearBox

26. First pass skeleton
 New carpark to open (date)
 Old carpark available until (date)
 Location
 Entry system
 No changes to parking privileges
 Parking space entitlement criteria
 How to request a parking space
 Request a parking space [action]
 Restrictions
 Contact
Job story
When approaching the
office location in my car
I want to know where the
carpark is and how to get
in for free
so I can park my car
without additional help.
@Wedge | @ClearBox

27.  New carpark to open (date)
 Location
 Entry system
 Restrictions ◎
 Old carpark available until (date) ◎
 How to request a parking space ◎
 No changes to parking privileges
 Parking space entitlement criteria
 Request a parking space [action]
 Contact
Job story
When approaching the office
location in my car
I want to know where the carpark
is and how to get in for free
so I can park my car without
additional help.
User story
As a colleague who drives to work
every day
I want to know how to get into the
carpark
so I can park easily park and get to
work on time.
Second pass skeleton
@Wedge | @ClearBox

28. Title: New carpark at Manchester office
 New carpark to open (date)
 Location and directions ◎
 Entry system
 Restrictions
Sub-head: Old carpark
 Old carpark available until (date)
Sub-head: No changes to parking privileges
 Your allocation remains the same ◎
Sub-head: Request a new or different parking space
 N.N. No need if you already have one! ◎
 How to request a parking space
 Parking space entitlement criteria
 Request a parking space [action]
 Contact
Job story
When approaching the office
location in my car
I want to know where the carpark
is and how to get in for free
so I can park my car without
additional help.
User story
As a colleague who drives to work
every day
I want to know how to get into the
carpark
so I can park easily park and get to
work on time.
Third pass skeleton
@Wedge | @ClearBox

29. Skeleton approval
Circulate the job story and skeleton around
your project teammates, subject-matter
experts, and stakeholders.
Explain that the bullet-points demonstrate
what the article will express.
Explain that the bullet points should meet the
needs expressed in the job story.
Ask for input and approval to proceed.
@Wedge | @ClearBox

30. Tools
Discovery day
• Everyone in
the room
Research
• Discover
needs
User stories
• Define
audience
needs
Job stories
• Define need
Story
acceptance
• Agree shape of
solution
Skeleton
• Bullet points
Skeleton review
• Agree substance
Content draft
• Solid first draft
• Pair writing?
Crit
• Meets the needs
of the audience?
You can still be a good content designer even
if you change when you review your stories,
and even if you change when you do a crit.
Be adaptable and focus on what works.
@Wedge | @ClearBox

31. It’s the last thing you want to do
@Wedge | @ClearBox
5. Actually writing!

32. Tone and style
Write for your audience, not for your boss.
Write to meet the expectations expressed in the
user stories, for your several different audiences.
This is not about grammars; this is about your
house style guide, and a tone and vocabulary
suitable for the topics and the audiences.
@Wedge | @ClearBox

33. Good comms
'Good’ does not mean
‘good grammar’.
Write in the vocabulary
of the audience.
Not quite like Patrick here!
But still, Mr. Martin is not
offended by the voice or
grammar, as the tone is fine.
@Wedge | @ClearBox

34. Once colleagues and stakeholders agree
with the job stories and skeletons,
writing becomes simply about meeting
the expectations appropriately.
Now’s the time to bring your comms skills!
@Wedge | @ClearBox

35. Tools
Discovery day
• Everyone in
the room
Research
• Discover
needs
User stories
• Define
audience
needs
Job stories
• Define need
Story
acceptance
• Agree shape of
solution
Skeleton
• Bullet points
Skeleton review
• Agree substance
Content draft
• Solid first draft
• Pair writing?
Crit
• Meets the needs
of the audience?
You can still be a good content designer even
if you change when you review your stories,
and even if you change when you do a crit.
Be adaptable and focus on what works.
@Wedge | @ClearBox

36. It’s critique not criticism
@Wedge | @ClearBox
6. Reviews Crits

37. Substance and style
Separate the substance from the style.
I suggest reviewers should focus on the substance.
 Respect subject-matter experts for their
subject-matter expertise.
 Respect content designers for their
understanding of the audiences.
 Respect writers for their understanding of
grammars and tone.
@Wedge | @ClearBox

38. WordVs. published page
You may want content approved inWord…
People experience content in context.
People will have a different experience in
Word than in your intranet / digital workplace.
Consider in-situ draft reviews, or at least be
prepared for a re-review after publishing.
@Wedge | @ClearBox

39. Crits
Respect that everyone did their best work
considering the time and resources allotted.
Focus on the content, and only the content in
front of you; not the process, not the creator.
Constructive.
Decisions don’t have to be defended.
Suggestions don’t have to be taken on board.
@Wedge | @ClearBox

40. Reviews
Help reviewers understand the job stories, the user
stories, and the acceptance criteria.
Stick to the house style guide, and use the appropriate
tone for the topic. Steer reviewers away from expressing
personal preferences around grammar!
Be open to terminology changes and notes about
anything you’ve missed from subject-matter experts.
@Wedge | @ClearBox

41. If there’s time…
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Final thoughts

42. Don’t be boring
Content design is about meeting a
defined need.
Some content design experts might
optimise, simplify, and hone text to such
an extent that it loses flavour.
But content design does not dictate that
communications must be dull, only clear.
@Wedge | @ClearBox

43. Maintenance
Everyone loves creation; few love
maintenance.
Whatever you create has a lifecycle.
Plan for it.
Create less content; ensure it’s
valuable with need discovery, and then
analytics.
@Wedge | @ClearBox

44. Maintenance
Ideally, there will be the right amount of
content to support colleagues as they
need, considering the resources allotted.
In reality, some departments consider
digital content to be cheap, and so create
and publish too much.
When content amount exceeds
resources, you get content debt.
@Wedge | @ClearBox

45. Be the internal content hero
Content designers are frequently
employed to optimise websites.
 Optimising dense sites (e.g.
government) to better serve people, or
 Optimising commercial websites to
better explain services and products
(increase sales) in a crowded market.
@Wedge | @ClearBox
@Wedge | @ClearBox

46. Match the message to the audience to the channel
Or as content designers say:
1. In the audience’s vocabulary
2. In the best format for the audience
3. Providing what the audience needs from us
4. Designed with data / research results.
@Wedge | @ClearBox

47. Books
Communicating the User Experience
Richard Caddick and Steve Cable
Designing for the Digital Age
Kim Goodwin
Successful Employee Communications
Sue Dewhurst and Liam Fitzpatrick
Graphic Design Rules
Sean Adams et al.
Designing Connected Content
Mike Atherton and Carrie Hane
Content Design
Sarah Richards
@Wedge | @ClearBox

48. Start with strategy
 Digital workplace strategy
 IT strategy
 Internal comms / engagement strategy
 Knowledge management strategy
 Intranet strategy
1.Content strategy
2.Content operations
3.Content design
@Wedge | @ClearBox

49. Terms and practices
 Discovery day
 User stories
 Job stories
 Acceptance criteria
 Skeleton
 Crits
@Wedge | @ClearBox

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clearbox.co.uk/sp-intranet
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Wedge
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Offer expires on Friday 13th March. Only for
IntraTeam attendees; do not share online.
@Wedge | @ClearBox

51. Wedge Black
of ClearBox Consulting
clearbox.co.uk/about-us
@Wedge
Wedge@clearbox.co.uk
clearbox.co.uk
@ClearBox
hello@clearbox.co.uk
+44 (0) 1224 458746
CH4 7AD, UK
All images used here are copyright permitted / free-to-use from Unsplash.com

52. Get these slides
clearbox.co.uk/content-design
@Wedge | @ClearBox