Digital officer Geraint Northam attended a couple of conferences over the summer where conversational content was discussed. For him, it’s a fascinating area with potentially huge implications for the type of content we’ll be creating in the future, particularly within the higher education sector.
Conversational content tries to mimic the natural way humans talk to each other, to help solve various tasks. You may have come across this type of content when using text ‘chatbots’ – artificial intelligence software.
Conversational content is very different to the more traditional content (text, images, video) that we’re used to working with.
Jeremy Torrance, head of digital comms, reflects on our recent two-day content design workshop.
If you’re producing content for websites and you haven’t heard of content design you really should take a long hard look in the mirror. Content design – creating content that’s focused on what the user needs to know rather than what publishers want to tell them – is a skill every content producer needs to have.
It’s not easy and does require something of a change in mindset. So to get our content folk on the path to enlightenment we brought in Hinrich von Haaren from Content Design London for a content design workshop.
After the session I asked all the attendees to share one or two things they learned from it. Here they are.
- Does your content strictly cover a user need? If not, bin it.
- Business needs and user needs do not need to be in conflict with one another. It’s tempting to start a project with the business needs in mind, but you won’t necessarily reach those objectives and targets if you can’t engage and help the user. By putting the user needs at the core of the project you are more likely to meet your business needs as well.
- During content planning, explore the acceptance criteria which underpin user needs. (more…)