Content Design for B2B: How to Stand Out Among 1,000
Posted: Mon Dec 09, 2024 7:28 am
Content Design for Business: How to Stand Out from Competitors and Be More Effective
Modern marketing is a more or less synergic ecosystem of different professional skills, roles and activities, but with many points of contact .
It is not easy, even for those who work in this field, to understand the essence of different activities and specialized roles that have arisen over the years and that, in fact, contribute to the recognition and success of a brand, a product or a service. Since we realized that content is king also online, there is no doubt that it must be designed according to the needs of those who will use it.
So far, so easy. But to de-trivialize the topic, what is the distance between content design, content management, content writing, content strategy, UX writing and UX design, copywriting and the like?
The (Central) Role of Content Design in B2B
Content design is the activity of designing any type of content, the aim of which is to provide the user with what he needs in the most effective form and in the best possible way.
To give a simple but eloquent example, defining the (content) structure of a product Q&A is a form of content design aimed at ensuring that the user finds the requested information immediately and in a language that he understands. Clearly, the designer's responsibilities are much broader than this, since he works end-to-end on the customer/user journey and must ensure that at all stages the content provided is adequate to the upstream need.
Usually, the designer is also the author of the content, which can be brazil telegram Users mobile Phone Number list a text, an image, a video or a hybrid and innovative form; in any case, it is born following an in-depth research activity related to the public to which the content is addressed. In doing so, his role moves away from:
who manages the content, that is, must enhance it through a coherent distribution;
who plans the content strategy , objectives and indicators;
who makes it ideal for search engines;
who creates the “copy”. Strictly speaking, copywriters can rely on specific skills of persuasive communication for sales purposes. They do not design the content, although all this has more theoretical than practical value, given that countless overlaps exist.
Compared to UX Designers, the distance is quite clear but collaboration is essential because content design serves to provide the right content where the user expects to find it and is therefore an essential element of the experience in a broader sense.
Content design in B2B and the concept of quality
In a world where both consumers and professionals are exposed to a relentless flow of information, attention spans have collapsed.
The concept of quality content , while still central, is no longer sufficient to capture the attention of your audience. Because even in B2B there are competitors who do the same thing, who provide a similar service, who provide consultancy with the same purpose and so on. And then, what does quality mean ? Unpublished content, with information that does not exist elsewhere? Content structured to provide answers to real problems? A well-written paper that is pleasant to read?
Naturally, the answer is a
Modern marketing is a more or less synergic ecosystem of different professional skills, roles and activities, but with many points of contact .
It is not easy, even for those who work in this field, to understand the essence of different activities and specialized roles that have arisen over the years and that, in fact, contribute to the recognition and success of a brand, a product or a service. Since we realized that content is king also online, there is no doubt that it must be designed according to the needs of those who will use it.
So far, so easy. But to de-trivialize the topic, what is the distance between content design, content management, content writing, content strategy, UX writing and UX design, copywriting and the like?
The (Central) Role of Content Design in B2B
Content design is the activity of designing any type of content, the aim of which is to provide the user with what he needs in the most effective form and in the best possible way.
To give a simple but eloquent example, defining the (content) structure of a product Q&A is a form of content design aimed at ensuring that the user finds the requested information immediately and in a language that he understands. Clearly, the designer's responsibilities are much broader than this, since he works end-to-end on the customer/user journey and must ensure that at all stages the content provided is adequate to the upstream need.
Usually, the designer is also the author of the content, which can be brazil telegram Users mobile Phone Number list a text, an image, a video or a hybrid and innovative form; in any case, it is born following an in-depth research activity related to the public to which the content is addressed. In doing so, his role moves away from:
who manages the content, that is, must enhance it through a coherent distribution;
who plans the content strategy , objectives and indicators;
who makes it ideal for search engines;
who creates the “copy”. Strictly speaking, copywriters can rely on specific skills of persuasive communication for sales purposes. They do not design the content, although all this has more theoretical than practical value, given that countless overlaps exist.
Compared to UX Designers, the distance is quite clear but collaboration is essential because content design serves to provide the right content where the user expects to find it and is therefore an essential element of the experience in a broader sense.
Content design in B2B and the concept of quality
In a world where both consumers and professionals are exposed to a relentless flow of information, attention spans have collapsed.
The concept of quality content , while still central, is no longer sufficient to capture the attention of your audience. Because even in B2B there are competitors who do the same thing, who provide a similar service, who provide consultancy with the same purpose and so on. And then, what does quality mean ? Unpublished content, with information that does not exist elsewhere? Content structured to provide answers to real problems? A well-written paper that is pleasant to read?
Naturally, the answer is a