A lightning-fast introduction to content design for intranet publishers

Content design for intranet publishers
A lightning-fast introduction
Interact Live | July 2021
Wedge Black | @Wedge | @ClearBox

Wedge of ClearBox Consulting
 Previously an intranet manager (sat within the
Internal Communications team) at national and
regional companies
 Now an intranet consultant for ClearBox
 Founder of the Intranet Now conference in London
ClearBox Consulting is a specialist independent
consultancy that makes the workplace a better and
more productive experience. We understand
technology, but approach it from the people side first.
@Wedge | @ClearBox | clearbox.co.uk

Content design is not…
ClearBox Consulting 4
Adding nice words /
beautiful lettering
to photos.
Credit: Instagram, @Mark_R_Hancock
See ‘Credits’ slide.
Although it is about
choosing words and
other content.
@Wedge | @ClearBox

Designing page
layouts or laying
out content.
Although layout really
does matter in
content design.
@Wedge | @ClearBox

Laying out for PDFs…
@Wedge | @ClearBox

The visual design
process of ‘finishing’
content production.
Although graphics and
visuals do really matter
in content design.
@Wedge | @ClearBox

Just writing.
Actual photo of me happily writing, because writing isn’t agony at all!
Although sticking to
content design principles
and caring about
readability, usability, and
accessibility is really
important when writing.
@Wedge | @ClearBox

An evidence-based approach to
creating content to give the
audience what they need in a
way they expect and can use.
Content design is a growing set
of design techniques that help
plan and create content that’s
needed and useful.
Content design @Wedge | @ClearBox

UK government websites, and many
gov intranets, have moved to a
content design approach under
Government Digital Service (GDS)
guidance.
SarahWinters, formally of GDS, has
written the book on content design:
contentdesign.london/store
SarahWinters (was Richards)

When to use
Content design techniques
 Reference and guidance pages
 ‘How to’ pages
 Manuals, handbooks (page,Word, PDF)
 Processes (page,Word, PDF)
 Procedures (page,Word, PDF)
 Policies (page,Word, PDF)
 Notifications (on-screen, text, email)
Just content design approach
 News articles
 Newsletters
 Marketing and marcomms

When to use
Content design techniques
 Reference and guidance pages
 ‘How to’ pages
 Manuals, handbooks (page,Word, PDF)
 Processes (page,Word, PDF)
 Procedures (page,Word, PDF)
 Policies (page,Word, PDF)
 Notifications (on-screen, text, email)
Just content design approach
 News articles
 Newsletters
 Marketing and marcomms
Hang on, actually – why wouldn’t you
want your news and marcomms to be
easily understood and written for the
benefit of the audience?

 Written in the audience’s vocabulary
 Presented in the best format for the
audience
 Providing what the audience actually
needs
 Designed with data / research results.
Four principles

 Written in the audience’s vocabulary
Say what you mean. Simplify your
language. Choose everyday words that
your audience uses. Eschew ambiguity
Be clear and direct.
How?

 Presented in the best format for the
audience
Intranet is made up of pages; single-topic
short pages, each answering a defined
need. Easy access, easy find.
Manuals and handbooks inWord / PDF
cover dozens of topics, and take effort to
read. Good for takeaway material??
Nobody clicks a link onWikipedia hoping
for a PDF.
How?

• Providing what the audience actually
needs
“I want them to know…”
“I think people will need…”
“Obviously, everyone’s number one
priority will be…”
“Everybody already knows…”
Most assumptions need testing; some
need smashing.
How?

 Designed with data / research results
Desk research – analytics, survey results,
existing content, helpdesk queries, awful
FAQS
Usability research
Expert research
User research
Discussion on specifics.
How?

Do not start drafting

User stories
As a [colleague in a role / dept]
I want to [know or do something]
so I can [achieve a goal].
@Wedge | @ClearBox

Job stories
When [specific situation]
I want to [know or do something]
so I can [achieve a goal].
@Wedge | @ClearBox

Do not start drafting

Bullet-point skeleton
Rely on your research results and your job stories
and keep your user stories in mind.
1. Lay out bullet points to cover everything
2. Rework the list to order it from ‘must know’ to
‘nice to know’ / context
3. Consider breaking the list up with sub-
headings to chunk the list
4. Sure, draft a title but don’t set your heart on it.
@Wedge | @ClearBox

Skeleton approval
Circulate the job story and skeleton around
your project teammates, subject-matter
experts, and stakeholders.
Explain that the bullet-points demonstrate
what the article will express.
Explain that the bullet points should meet the
needs expressed in the job story.
Ask for input and approval to proceed.
@Wedge | @ClearBox

More techniques and the process map
clearbox.co.uk/content-design

OK, if you’ve got real
research results, you
can start drafting

Ugh
Content design practices can
avoid things like this!
twitter.com/LZats/status/1214212604811460608 /
https://d.pr/ZxiEgC
@Wedge | @ClearBox
@LZats

Um
Personally, I like specific details,
however, convention would
better meet expectations and
aid memory.
@Wedge | @ClearBox
@LZats

We know the digital workplace
Our reports cover 100 digital products
Our consultancy covers:
 Digital workplace strategy
 Requirements discovery
 Planning how intranets and
Microsoft 365 fit together
 Impartial product advice.
ClearBox Consulting
clearbox.co.uk

Credits
• Stock photos: Unsplash.com and Adobe Stock
• Instagram: @Mark_R_Hancock
https://www.instagram.com/p/CRVuBgAnIXQD1Ce51zGARxZN4OsVXaHaB0d
y1c0/

A lightning-fast introduction to content design for intranet publishers

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