On Content Design (a poem)
I’ve spent a lot of time recently discussing content with different people: the skill, the role, the need, the value, the how, and the why. I’ve researched, listened, debated, and presented. But today I thought I’d try something different: a poem.
On Content Design
When I’m out and about the question gets asked:
“What is it that you do for work, Tom?”
I smile and I pause, then I say with great pride:
“I’m a Content Designer. I’m on the user’s side!”
“A content what?” (their faces showing surprise)
“Wait, is that writing the docs?” they quickly surmise.
“Well, no. And yes. But mostly no,” I reply…
You see, I’m a Content Designer; I design things with words
Like buttons and banners and emails and more.
I imagine my user: her thoughts and her goals;
The things that she loves and the things that she loathes
And what she’s just done and will likely do next;
I think through her tasks and write just enough text.
I worry about terms: how they can confuse and annoy
But also bring clarity, direction, and joy.
I work with researchers, visuals, and devs
And listen for the words that my user says.
I paint with just letters; I create with mere words;
I explain with phrases and I direct with verbs.
I compose and I measure, I test and I learn
And look for ways to help my user discern
What they can do with this product they’ve got;
How it can serve them and help them a lot.
I try and I fail, I build and I break;
Looking for feedback, looking to make
Something better and bolder — more beautiful too
(For people need beauty from me and from you.)
I write, you write; we all write it seems
Yet often our messaging doesn’t say what it means.
You see, products are groovy and functions are great,
But ultimately it’s not about the tech that we make.
Content development / UX writing / design;
‘In-product’, around the product; before and behind;
Perhaps you call it that and I call it this
But no matter — the central point, let’s not miss:
That our users are people, just like you and me;
They have hopes and fears and goals — don’t you see?
So let’s work together to aid and delight
Our users with all of the text that we write.
I’m a Content Designer — but I’m far from content
With what I still see and all the Lorem Ipsum that’s sent
But I’m working towards something better than this
To more human language, to connection, to truth.
I’m writing for people, not robots or tech
And I’m still walking this path: I’ve not sussed it all yet.
I am a Content Designer
And I’m still learning how to be.
You might also like to check out my more in-depth article about content design:
Tom Waterton is a Content Designer at IBM based in Hursley, UK. The above article is personal and does not necessarily represent IBM’s positions, strategies, or opinions.
