This document discusses content design for intranet publishers. It begins by introducing Wedge Black, the founder of ClearBox Consulting and the Intranet Now conference. It then states that content design is an evidence-based approach to creating useful content for audiences, rather than things like visual design or layout. It outlines some key techniques of content design, including writing for the audience, presenting information in the best format, providing what the audience needs, and being informed by research. It emphasizes starting the content creation process by understanding user needs before drafting content. Finally, it provides some examples of applying content design principles.

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

2. 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

3. Content design is not…

4. 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

5. Content design is not…
ClearBox Consulting 5
Designing page
layouts or laying
out content.
Although layout really
does matter in
content design.
@Wedge | @ClearBox

6. Content design is not…
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Laying out for PDFs…
@Wedge | @ClearBox

7. Content design is not…
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The visual design
process of ‘finishing’
content production.
Although graphics and
visuals do really matter
in content design.
@Wedge | @ClearBox

8. Content design is not…
ClearBox Consulting 8
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

9. So, content design is…

10. ClearBox Consulting 10
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

11. ClearBox Consulting 11
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)

12. Intranet pages

13. 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
ClearBox Consulting 13

14. 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?
ClearBox Consulting 14

15. Content design: approach

16. ClearBox Consulting 16
 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

17. ClearBox Consulting 17
 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?

18. ClearBox Consulting 18
 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?

19. ClearBox Consulting 19
• 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?

20. ClearBox Consulting 20
 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?

21. Content design: techniques

22. ClearBox Consulting 22
Do not start drafting

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

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

25. ClearBox Consulting 25
Do not start drafting

26. 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

27. 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

28. More techniques and the process map
ClearBox Consulting 28
clearbox.co.uk/content-design

29. ClearBox Consulting 29
OK, if you’ve got real
research results, you
can start drafting

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

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

32. 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

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