Tactics for Content-First Design: Ecommerce

Tactics for Content-First Design: Ecommerce

Content Audit and Inventory

The very first step to gathering content is to perform a content audit and inventory. This includes analyzing all content that exists on a current product, such as a website. This can be an insightful and informative process because it provides the team with an idea of the scope of the required content. Additionally, it can be used as a starting point for the information architecture.

Content-First Strategy Workshops

Group sessions and collaboration, in general, can get everyone on the same page when creating content by bringing them together in order to craft a unified content strategy. A workshop typically focuses on articulating content types, identifying content responsibilities, developing a brief, and mapping a content production process. A workshop can also highlight:

  • Bottlenecks
  • Known issues
  • Lack of internal content skills
  • Internal politics

 

Content workshops help to establish a content-first strategy that aligns designers, stakeholders, and team members from the beginning.

Gathering Content

One problem that plagues content creators is collecting the content in a way that can be efficiently accessed, shared, and edited. Without a proper workflow, there is a good chance that hundreds of individual documents will be created, each with various versions that are inconsistently sent through email chains, or uploaded to the cloud in ways that give only some people access. This sets the scene for miscommunication and inefficiencies.

It’s vital to agree on a workflow solution from the start and provide access to all necessary team members. Google Drive is an adequate solution, however, there are dedicated tools such as Gather Content that allow for sharing, editing, versioning, and exporting into various content management systems.

How to Effectively and Efficiently Create Content

Invest in Copywriters

The most successful projects are ones where stakeholders within the company work closely with copywriters at the beginning. This prioritizes content in the minds of the client. The project leader is able to effectively manage the project, and leave the content creation to a professional writer. These projects allow for enough realistic content to be created before the Magento 2 mag designer plugin stage.

If a copywriter doesn’t fit into the budget, then it is critical that someone from the internal team is appointed to work closely with the client to coordinate the content creation. Each member of the team can be responsible for creating or collating the content. A clear outline defining what is needed should be articulated in a good content-first strategy plan.

As a last resort, proto-content can be used. Proto-content is taken from the client’s current website or from a competitor’s website and used in mockup designs. By using this rather than dummy text, the content is more representative of the real content that will be produced. Title length, body copy length, metadata, and imagery pulled from existing websites can give a more realistic idea of how to design the layouts than lorem ipsum can.

Leading with Content

It’s important that everyone on a product design team—including clients and stakeholders—understand the role that content plays. By establishing a clear content-first strategy at the beginning of a project, the team will save time and money. The final product is more likely to be aligned with the vision of the product and meet the needs of the user more effectively.

Designers who value a content-first design process will fare better in creating a purposeful product through a streamlined process. Pseudo content can be left behind to make way for other productive tactics. When content is given the attention it deserves, everyone wins.

Leave a Reply

Your email address will not be published. Required fields are marked *