This course is for people who have some experience in writing for the web but would like a complete grounding in producing user-centred, evidence-based content. For an explanation about content design, please see Sarah Richards’ content design vs editorial blog post.
By the end of this 2-day course you will:
be able to write in a way that works with how humans read – the most efficient way of getting your message across
know how to find and use the vocabulary your audience uses
have different methods of creating very targeted, user-focused content
be up to date with the latest research on digital user-behaviour
know how to have tricky conversations with data (perfect for getting sign-off)
have techniques to work collaboratively with others
Day one
Why call it content design – difference in formats, difference in skills
basics: finding your audience
find your audience’s vocabulary from your desk
find your audience’s mental models from your desk
using active language and other human-language behaviour
formats – what to use and when to use it
basics: page behaviour
making titles work
f-shaped pattern, scrolling behaviour
structuring a page
Day two
Content discovery: what it is, how to use it
user needs: writing user stories/job stories – the difference between them and which to use
psychology of reading
pair writing – why do it and how it can stop arguments with lawyers/marketing/people with sign-off
pull it all together and write
content crits: why have one and we’ll run one
evidence for not using jargon
having conversations using data
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