If the task doesn’t intimidate you, you’re probably not estimating it correctly.
Before putting any pen to paper (or fingers to keyboard) you must consider what users actually want to read, where they are in their experience, what they need in that moment and what next steps you want them to take, then weigh all that with what content must achieve for your business.
It’s a time and budget-consuming process.
However, if you don’t go through these measures before you write or design a web experience, you’ll end up creating content that no one wants to consume, that doesn’t help achieve your goals or, worst case scenario, creates detractors for your brand or business. It would almost be better if you never created anything at all...
So, how do you take on the task of creating quality web content without blowing your budget (or losing your sanity)?
It breaks down each page or piece of content into these key elements:
Here’s an example of a core content model template:
Here’s an example of a template filled out for the homepage of a fictional bakery’s website:
However, once you have this info, the core content model becomes a powerful tool to inform the communication and visual design of your web content.
For Copywriters… They provide a helpful, streamlined template. A core content model can be easily translated into a copy template that provides a copywriter everything they need to do their job faster and easier.
For User Experience Designers and Creatives… They help UX and creative designers know what experience to create. Core content models not only define the written communication, they also can be used to shape the look of the site. As you start to build the communication hierarchy, you can determine the UI elements, images, video content and any other visual elements that will house each message.
For all content creators… They define the business purpose for any content created. Whoever is writing copy or designing the visual content will know exactly what business goal their work must support.
For your audience… They help create user-first communication. Taking the time to consider your users’ questions or needs at the point helps you create empathetic communication. Empathetic messaging helps your audience connect increases the likelihood that they’ll engage.
Core content models are powerful tools that help you establish the right foundation for setting up your team of content creators to produce purposeful, user-first communication that gets results.