Content First
As we see more and more websites built with systems that help manage content (like WordPress or Wix), there is a shift in how sites are designed. Instead of building out a page or template without content sites are built in sections based on the content needed on the page. This is what we call "Content First."
With the content first approach, before we think about a design, we first figure out what information needs to go on the website and how it should be organized. If the content (like text, images, and videos) is not presented well, then people won't understand the website or easily find what they are looking for. By making sure the content messaging is clear and easy to find, we're making sure the website is user-friendly.
Why a content first approach?
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Effective Messaging: Structuring content first ensures clear communication of marketing messages, aiding in engaging our target audience and driving desired actions.
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Optimized Visibility: By prioritizing quality content and SEO, our marketing team can improve the website's search engine rankings, increasing visibility and attract more users.
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Efficient Collaboration: Beginning with content streamlines collaboration between marketing, design, and development, resulting in faster project turnaround times.
Starting with a content first approach
Understanding the outcome we want is a priority when kicking off a new page. Building a page this way is influenced by the text, assets, and typography we will use to communicate the desired outcome.
6 Steps to planning a content first approach
Content Inventory and Audit: Take stock of existing content assets and assess their quality, relevance, and alignment with the content strategy. Identify gaps and opportunities for improvement. Conduct a competitive analysis to understand how other players in the industry are positioning their content and identify areas for differentiation.
Content Planning and Prioritization: Develop a comprehensive content plan outlining the types of content needed, their format, tone, and purpose. Prioritize content based on its importance and impact on achieving project goals. Determine the ideal content structure and hierarchy to guide users through the website or project seamlessly.
Content Creation and Optimization: With the content plan in place, proceed to create or refine the content according to the defined strategy. Ensure that the content is well-written, engaging, and optimized for search engines. Incorporate relevant keywords, meta tags, and other SEO best practices to improve visibility and reach.
Content Review and Approval Process: Establish a clear process for reviewing and approving content to maintain quality and consistency. Involve stakeholders, subject matter experts, and key decision-makers in the review process to ensure alignment with project goals and brand guidelines.
Content Integration with Design: Once the content is finalized and approved, collaborate closely with designers and developers to integrate it seamlessly into the website or project layout. Ensure that the design effectively showcases the content, enhances its readability, and guides users towards desired actions.
Testing and Iteration: Conduct thorough testing to ensure that the content is displayed correctly across different devices and browsers. Solicit feedback from users and stakeholders to identify any usability issues or areas for improvement. Iterate on the content and design as needed to optimize the user experience and achieve project goals.
Embracing a content-first approach is essential for crafting digital experiences that effectively engage audiences and achieve marketing goals. Prioritizing content clarity, relevance, and organization ensures websites resonate with users, enhancing brand credibility and driving desired outcomes. From strategic content planning to seamless integration with design and development, each step in the process plays a crucial role in shaping user experiences and optimizing performance.