Dive into the world of Content Design with candid advice, career insights, and personal anecdotes from 13 experienced professionals speaking at Growing In Content 2024. From unexpected career twists to strategies for success, these industry leaders share their wisdom on thriving in the evolving field of Content Design.

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On this page:

  1. Meet Day 3 speakers and panelists
  2. Career journeys, advice, and industry evolution
  3. Content Design bookshelf
  4. Balancing creativity and professional growth
  5. Navigating challenges in Content Design
  6. Collaboration and impact in Content Design
  7. Looking to the future of Content Design
  8. Resources: Events, podcasts, blogs, and more
  9. Growing In Content 2024: Day 3

Content Design is evolving fast, and who better to guide us through these changes than the experts shaping the field? We've gathered insights from industry leaders - the speakers and panelists from Growing In Content 2024 - to give you a peek into where content design is headed.

In this article, you'll find a mix of personal stories, practical advice, and forward-thinking ideas from our Day 3 lineup. Whether you're just starting out or you're a seasoned pro, there's something here for everyone. Let's dive into the minds of those at the forefront of Content Design and see what we can learn.

Editor's Note:

This article is Part 3 of our 3-part series featuring speakers from Growing In Content 2024. Read our Q&A with Day 1 speakers and Q&A with Day 2 speakers.

Meet Day 3 speakers and panelists

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office
Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting
Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel
Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA
Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co
Photo of Colleen J. Ross
Colleen J. RossIntegrated Content Director, Mellon Foundation
Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee
Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group
Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media
Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One
Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops
Photo of Sharon Ni
Sharon NiContent Designer, Cisco
Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress
Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

Day 3 of our conference focuses on leadership and future trends in Content Design, including:

For the full program and to register for this day of learning about leadership and future trends, visit our program page.

Growing In Content 2024 – August 19th, 21st & 23rd

Join us for three days packed with insights, networking, and inspiration. Get started with a free day of learning and networking, then dive deeper with two days of expert sessions and valuable connections.

Register now to attend!

Career journeys, advice, and industry evolution

Everyone's path in Content Design is unique. Here, our experts share the twists and turns of their careers, offer advice to newcomers, and reflect on how the industry has changed. Their stories show that success often comes from being flexible, always learning, and embracing new challenges.

Question #1

What's the most unexpected twist in your career path that led you to where you are today?

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

Probably the first twist, which is when I dropped out of my teacher certification track while getting my BA in English. Since about third grade, I wanted to be a teacher. Took a couple classes in my teaching track and realized something wasn't clicking for me. Stayed the course with my English degree and figured someone, somewhere, would want to hire someone who was good at writing and communication. (The irony is not lost on me that I teach and coach people now, albeit in a different way than third grade me imagined.)

Getting a minor in fashion merchandising also paid off in unexpected ways. Totally did it on a whim, 100% for fun, because it was novel and a change of pace from my other coursework. My capstone project was to put together a six-month buying plan for a fictional department store. Definitely dusted off my vocab around profit and loss statements and revisited analyzing industry trends and macroeconomic factors as I progressed in my design career.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

Definitely my time in narrative design. After much agonising, I left a fantastic content design role for a games writing role in Denmark - my excuse is that it was at the height of the pandemic, and I was well on my way to burning out! For nearly a year I spent a week out of every month in Copenhagen.

It was amazing, but also draining - I missed my family so much when I was away. But most of all, my time in the games industry made me realise how diverse, open, and balanced content design and the UK civil service is by comparison. It's easy to take for granted. When I came back to content design it was so brilliant to return to working within clearly-defined roles with colleagues with a fabulous balance of personalities and backgrounds.

Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops

I had many unexpected twists, but the most unexpected was working for a luxury brand with roots in my hometown.

When I migrated to the Netherlands, I had to reinvent myself, not knowing the language.

So, I worked for one year as a Customer Relationship Manager for a company I'd never considered in Switzerland. I had to serve Swiss, German, Italian, and English-speaking customers.

It was totally out of my comfort zone but a precious experience. I learned so much about communication and customer-facing roles. And I made a friend I would not have liked to miss knowing.

And what does this have to do with content design? Well, every work experience you do leads you to some insights. And this one helped me realise that helping people was one aspect that I liked but that I missed being a creator.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

Before I worked in product, I spent a good decade in the New York publishing and media world, as a newspaper and magazine writer and editor, and watched that industry come to grips with major shifts. The promise of digital on the other side of the last big shift made a childhood spent messing around on the new thing called the internet more marketable, and I found a lot of the skills and thinking that I'd developed in publishing—categorization, formats, developing audiences, user empathy—applied to digital product design.

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

Almost every career change was an unexpected twist. The biggest one was when my content design role evolved into leading a media department at Lowe's. My ability to write turned into video script writing, then overseeing those productions, then leading all productions. I couldn't have scripted that twist, but looking back, it taught me so much about the different mediums content can take, and the unifying thread across all forms of content.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

Working at Coursera allowed me to develop a content design system and operations playbook that I've implemented at multiple organizations since then and teach at UX Content Collective.

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

I worked as an Office Manager in a mental health facility. A lot of what I did was helping people navigate their insurance policies. I didn't love the job, but I did love writing and simplifying complex systems so everyone had the information they needed.

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

I went to college to be a speech-language pathologist! I did two whole years of undergrad focused on SLP before realizing that wasn't the path for me. A week before registration for my third year, I went to the director of the communications program and insisted I be allowed to transfer. He was incredibly skeptical, but allowed it to go through, and I'm so glad he did.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

My summer internship at a law firm made me realized I didn't want to become a lawyer. Instead, I discovered a passion for designing great content experiences and making information accessible and empowering for people. This inspired me to pursue technical communication, which eventually led me to become a UX writer.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

Discovering the pre-web internet in the early 90s inspired me to leave book publishing and enter the dot-com startup world a few years later.

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

When I was in grad school, I planned to be a university professor. But, I ended up doing my research at IBM in Silicon Valley and ended up staying for 17 years.

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

Being promoted to a people manager.

Question #2

What's one piece of advice you'd give to someone just starting in content?

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

Lean in to what you're good at. Don't worry that you don't know everything. Start with your strengths, and give yourself time and room to learn the other stuff. Content takes many shapes and forms, and growing in it is a lifelong pursuit. Enjoy the process and don't feel rushed to be an expert in everything.

Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops

It doesn't matter where you start. Content is everywhere, and where you start is probably not where you end. Content is a very dynamic field, and being flexible and open is something you should bring with you. Most content people do anyway, as we're used to change and manage to thrive when transformations take place.

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

Aim to work in a role where you wear many hats—often this means starting out at a smaller organization! When you explore many parts of the broad field of content, you learn what excites you the most and/or aligns with your personality and skills. Narrowing your focus too quickly can be a recipe for boredom or burnout.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

Pick your battles - sometimes you're going to need to let things go. It might go against your instincts, but sometimes you're going to have to let content go live when you know it's badly wrong. Either use the results to argue for iteration and improvement, or be prepared to be wrong.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

One of the fun things about the moment we're in is there are so many different places content can live, and that you can make your mark. I'm really excited about the proliferation of tools, and think it's much easier now to find a place where you can really express yourself and do something different to everyone else.

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

Read everything you can get your hands on, join the content community, make a good portfolio.

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

Ask the question! Don't swirl. You don't have to have all the answers. The people around you really do want to help and share their knowledge.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

The only way to grow is to be uncomfortable. Say "yes" to the scary opportunities... THEN panic!

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

Make sure you've read all the basics in content design and design — this will help you enter the conversation using the right vocabulary with your peers in content and with the designers you'll partner with.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

Read as much as you can about content strategy and UX writing plus connect with fellow content professionals on LinkedIn to create a sense of community around you.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

Focus on the people aspects of the work, especially communication skills (in particular listening) and conducting and/or encouraging genuinely human-centered research to guide your work.

Photo of Sharon Ni
Sharon NiContent Designer, Cisco

Find a mentor and ask a lot of questions.

Question #3

What's the best piece of career advice you've ever received?

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

My head of department at BBC Learning, Sinead Rocks, once told me that every day I'm not writing is a day wasted. I've never been able to get that advice out of my head.

Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops

This is not only about career; it is a wise quote that is important in every role and every stage of life. "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." Maya Angelou

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

Stay curious. Stay humble. Be kind to people.

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

Different jobs satisfy different needs depending on the season of life you're in. Sometimes a job helps you reach new career goals. Sometimes, a job is just a job to pay the bills. Sometimes, it's somewhere in between. Not every job has to be the perfect next step to the next big thing.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

Your work is only gonna be as good as the relationships you have with your partners. Make sure you find allies and build relationships across the organization, so you know there's always going to be someone backing you up even when you're not in the room.

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

I've had a lot of great managers in my career, and all of them encouraged me to design my own role. Sure, there are always going to be things you must do for your role, but there is normally a lot of flexibility as well. Take charge of your role and work with your manager to shape your work to suit your interests and goals.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

Don't ever sell yourself short by being an editor. Prove your value by doing work, finding collaborators (product designers and product managers) that want to work with you on projects end-to-end, and sharing company-wide.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

"I apologize for writing such a long letter. I didn't have time to write a short one." from my boss in my first editorial role. I think about this all the time, especially when content-ignorant folks ask for a sprinkling of magic word dust on their product.

Photo of Sharon Ni
Sharon NiContent Designer, Cisco

Curiosity is the most powerful thing you own.

Question #4

How has the field of content design evolved since you started your career? What are some of the most notable changes you've observed?

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

In 2018 when I walked into my first content design job, nobody had heard of it - including me. When people were dismissive, it came from a place of ignorance. Nowadays colleagues are much more knowledgeable about the role of content design. While that's great, it does mean that dismissive attitudes are easier to take personally!

Between other content design professionals, I think we've come to more openly acknowledge overlap with service design. Sarah Winters and Rachel Edwards recently released an updated version of Sarah's book Content Design, which includes a section on journey mapping - this is very significant to me.

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

Back in 2015, I was hired to write and localize UX and promo copy for a China-based brand, my original title was copy editor. Around 2017 we updated to content strategy, embracing more ownership, but still sticking to delivering content that is useful and usable, that meets the needs of business and users. Many people in the industry did the same, as this is really the core focus of our work, and I don't think it's going to change much overtime.

However, the tools and processes are changing. Since 2016, we're seeing a growing interest for online user testing, and platforms like UserTesting came around. In 2020, with the rise of remote working, Figma took the stage, empowering content designers to get more involved in the production, contributing along with UX designers. Now with the rise of LLM and AI-generated content, we once again have an opportunity to grow our skills and contribute even more, as we can now create more diverse and personalized content for less.

It's an exciting journey that barely started. In the next few years, we will need to address the questions of ethical use of AI, quality standards, new production pipelines, and collaboration models.

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

When I was in college, I didn't know content design was even a thing I could do. I meet so many students now who know about and are excited for a career in content design, which is exciting to see. And while there's still a lot of work to be done increasing the number of internship or apprenticeship programs and roles out there, I've appreciated that those roles at least exist now.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

As an old person, I have had the privilege of watching the whole field unfold. Content practices have digitally evolved along with everyone else, most notably from "push" models like old-school publishing and marketing to "pull" models like personalized content and targeting marketing.

Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops

When I started, Content Design was upcoming and later booming. I saw Content Design rising as a profession. At the moment, times are tough for our industry. More people have to do more with less staff. I'm sure it's just a phase, as with everything in life. Content will stay. The rest is about to change, and we should embrace when not leading the change.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

Organizations are starting to understand the value of content design beyond the more visible work (i.e. UI copy), and we don't have to "fight for" a seat at the table anymore.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

It has expanded! It's gone from just marketing content or product content to a combination of the two...and now AI content has become prevalent.

Content Design bookshelf

Staying updated in Content Design means hitting the books (or e-readers). Our experts have put together a list of must-reads that have shaped their thinking and work. From beginner basics to cutting-edge ideas, this reading list is a goldmine for anyone looking to grow in the field.

Book coverReinventing Organizations: A Guide to Creating Organizations Inspired by the Next Stage in Human Consciousness
by Frederic Laloux Published July 10, 2024

The way we manage organizations seems increasingly out of date. Survey after survey shows that a majority of employees feel disengaged from their companies. The epidemic of organizational disillusionment goes way beyond Corporate America — teachers, doctors, and nurses are leaving their professions in record numbers because the way we run schools and hospitals kills their vocation. Government agencies and nonprofits have a noble purpose, but working for these entities often feels soulless and lifeless just the same. All these organizations suffer from power games played at the top and powerlessness at lower levels, from infighting and bureaucracy, from endless meetings, and a seemingly never-ending succession of change programs.

Book coverOn Revision: The Only Writing That Counts
by William Germano Published November 5, 2021

So you’ve just finished writing something? Congratulations! Now revise it. Because revision is about getting from good to better, and it’s only finished when you decide to stop. But where to begin? In On Revision, William Germano shows authors how to take on the most critical stage of writing anything: rewriting it.

Book coverLeading Content Design
by Rachel McConnell Published March 29, 2022

Content design teams need the right conditions to thrive-but when they're hampered by bottlenecks or putting out fires, it's hard for them to do their best work, secure support, and grow strategically. Enter content operations. With smart, operational approaches, Rachel McConnell helps you identify and remove the barriers to strong, effective content work. You'll learn how to create common standards, improve collaboration, iron out wrinkles in the design process, and build advocacy-so you can lead your team with impact.

Book coverThe Business of UX Writing
by Yael Ben-David Published December 6, 2022

UX writing is good for business, while also playing a critical role in delivering a top-notch user experience. Standing at this pivotal intersection between business goals and user needs is an awesome place to be-as long as we have the mindset, tools, and collaborators to make the most of it.

Book coverMicrocopy: The Complete Guide
by Kinneret Yifrah Published January 23, 2019

Microcopy: The Complete Guide is a handbook for UX writers, designers and friends. It will give you the knowledge and tools needed to write smart, effective and helpful microcopy for all kinds of digital products, with practical guides and dozens of screenshots from actual sites, apps and complex systems.

Book coverCultivating Content Design
by Beth Dunn Published April 13, 2021

Great content doesn't happen in a vacuum. It gets bogged down in teams, organizations, silos, and process. Beth Dunn helps you break the vacuum seal and bring unity and joy back to content. Cultivating Content Design gives you the power to fundamentally change your organization's approach to great content-with the tools and team you already have. With time and a little gumption, you'll be able to cement your position as a strategic content leader, and create a strong and respected content design practice.

Book coverHow to Make Sense of Any Mess
by Abby Covert Published November 4, 2014

Everything is getting more complex. It is easy to be overwhelmed by the amount of information we encounter each day. Whether at work, at school, or in our personal endeavors, there's a deepening (and inescapable) need for people to work with and understand information.

Book coverContent Design
by Sarah Richards Published August 5, 2017

Between 2010 and 2014, Sarah Richards and her team at the United Kingdom's Government Digital Service did what many thought impossible: they took over 400 separate government websites and transformed them into a single site designed to effectively serve its users. In doing so, they defined a new discipline: content design.

Book coverUniversal Principles of Design
by William Lidwell and Kritina Holden Published May 23, 2023

Universal Principles of Design, Updated and Expanded Third Edition is a comprehensive, cross-disciplinary encyclopedia, now with fully updated existing entries and expanded with 75 new entries to present a total of 200 laws, guidelines, and considerations that are important to successful design. Richly illustrated and easy to navigate, this essential design guide pairs clear explanations of every design concept with visual examples of the ideas applied in practice.

Book coverInformation Architecture: For the Web and Beyond
by Louis Rosenfeld and Peter Morville Published November 10, 2015

Information architecture (IA) is far more challenging―and necessary―than ever. With the glut of information available today, anything your organization wants to share should be easy to find, navigate, and understand. But the experience you provide has to be familiar and coherent across multiple interaction channels, from the Web to smartphones, smartwatches, and beyond.

Book coverContent Strategy for the Web
by Kristina Halvorson and Melissa Rach Published February 10, 2012

Better content means better business. Your content is a mess: the website redesigns didn't help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you're not sure where to start. How can you realize the value of content while planning for its long-term success?

Book coverStrategic Writing for UX
by Torrey Podmajersky Published July 23, 2019

When you depend on users to perform specific actions―like buying tickets, playing a game, or riding public transit―well-placed words are most effective. But how do you choose the right words? And how do you know if they work? With this practical book, you'll learn how to write strategically for UX, using tools to build foundational pieces for UI text and UX voice strategy.

Book coverSwitch: How to Change Things when Change is Hard
by Chip Heath and Dan Heath Published February 16, 2010

Why is it so hard to make lasting changes in our companies, in our communities, and in our own lives? The primary obstacle is a conflict that’s built into our brains, say Chip and Dan Heath, authors of the critically acclaimed bestseller Made to Stick. Psychologists have discovered that our minds are ruled by two different systems—the rational mind and the emotional mind—that compete for control. The rational mind wants a great beach body; the emotional mind wants that Oreo cookie. The rational mind wants to change something at work; the emotional mind loves the comfort of the existing routine. This tension can doom a change effort—but if it is overcome, change can come quickly.

Book coverThe Creative Habit: Learn It and Use It for Life
by Twyla Tharp Published January 6, 2006

One of the world’s leading creative artists, choreographers, and creator of the smash-hit Broadway show, Movin’ Out, shares her secrets for developing and honing your creative talents—at once prescriptive and inspirational, a book to stand alongside The Artist’s Way and Bird by Bird.

Book coverThinking in Systems
by Donella H. Meadows Published December 3, 2008

Thinking in Systems is a concise and crucial book offering insight for problem solving on scales ranging from the personal to the global. Edited by the Sustainability Institute’s Diana Wright, this essential primer brings systems thinking out of the realm of computers and equations and into the tangible world, showing readers how to develop the systems-thinking skills that thought leaders across the globe consider critical for 21st-century life.

Book coverConversations with Things: UX Design for Chat and Voice
by Diana Deibel and Rebecca Evanhoe Published April 20, 2021

Welcome to the future, where you can talk with the digital things around you: voice assistants, chatbots, and more. But these interactions can be unhelpful and frustrating—sometimes even offensive or biased. Conversations with Things teaches you how to design conversations that are useful, ethical, and human–centered—because everyone deserves to be understood, especially you.

Book coverContent transformation
by Hinrich von Haaren Published November 23, 2022

This book is a practical guide to content transformation. It lays out the process to get from an overcrowded website, app or service to something people can use and enjoy. Hinrich von Haaren has worked on transformation projects in the public and private sector. Here, he shares his experiences and those of the incredible teams he has worked with. Whether you are a lone content person or small content team, this book is for you. It can help you turn a whole organisation to a better way of working, or get an established team started on a new project.

Book coverWriting is Designing
by Michael J. Metts and Andy Welfle Published January 14, 2020

Without words, apps would be an unusable jumble of shapes and icons, while voice interfaces and chatbots wouldn't even exist. Words make software human–centered, and require just as much thought as the branding and code. This book will show you how to give your users clarity, test your words, and collaborate with your team. You'll see that writing is designing.

Book coverRise: 3 Practical Steps for Advancing Your Career, Standing Out as a Leader, and Liking Your Life
by Patty Azzarello Published May 1, 2012

A straight-shooting Silicon Valley executive reveals insider career strategies to becoming a great leader, developing your network, succeeding without wasting time, and managing trade-offs between your work and life so your life works.

Book coverForever Employable: How to Stop Looking for Work and Let Your Next Job Find You
by Jeff Gothelf Published June 15, 2020

After spending the first 10 years of his career climbing the corporate ladder, Jeff Gothelf decided to change his approach to staying employed. Instead of looking for jobs, they would find him. Jeff spent the next 15 years building his personal brand to become a recognized expert, consultant, author and public speaker. In this highly tactical, practical book, Jeff Gothelf shares the tips, tricks, techniques and learnings that helped him become Forever Employable.

Book coverThe Conscious Style Guide: A Flexible Approach to Language That Includes, Respects, and Empowers
by Karen Yin Published May 28, 2024

A timeless, indispensable guide for anyone who wants to communicate with sensitivity and compassion. Most of us want to choose inclusive, respectful, and empowering language. But language—and how we use it—continually evolves, along with cultural norms. When contradictory opinions muddle our purpose, how do we align our word choices with our beliefs? Who has the final say when people disagree? And why is it so hard to let go of certain words? Afraid of getting something wrong or offending, we too often treat words as dos or don’ts, regardless of context and nuance.

Book coverBuilding a StoryBrand: Clarify Your Message So Customers Will Listen
by Donald Miller Published October 10, 2017

More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.

Book coverBullshit Jobs: a Theory
by David Graeber Published May 7, 2019

From David Graeber, the bestselling author of The Dawn of Everything and Debt—“a master of opening up thought and stimulating debate” (Slate)—a powerful argument against the rise of meaningless, unfulfilling jobs…and their consequences. Does your job make a meaningful contribution to the world? In the spring of 2013, David Graeber asked this question in a playful, provocative essay titled “On the Phenomenon of Bullshit Jobs.” It went viral. After one million online views in seventeen different languages, people all over the world are still debating the answer.

Book coverSays Who? A Kinder, Funner Usage Guide for Everyone Who Cares About Words
by Anne Curzan Published March 26, 2024

Our use of language naturally evolves and is a living, breathing thing that reflects who we are. Says Who? offers clear, nuanced guidance that goes beyond “right” and “wrong” to empower us to make informed language choices. Never snooty or scoldy (yes, that’s a “real” word!), this book explains where the grammar rules we learned in school actually come from and reveals the forces that drive dictionary editors to label certain words as slang or unacceptable.

Book coverThe Intercultural Mind: Connecting Culture, Cognition, and Global Living
by Joseph Shaules Published January 20, 2015

In this pioneering book, Joseph Shaules presents exciting new research from cultural psychology and neuroscience. It sheds light on the hidden influence of culture on the unconscious mind, and helps people get more out of their intercultural journeys.

Book coverThe Culture Map: Breaking Through the Invisible Boundaries of Global Business
by Erin Meyer Published May 27, 2014

An international business expert helps you understand and navigate cultural differences in this insightful and practical guide, perfect for both your work and personal life. Americans precede anything negative with three nice comments; French, Dutch, Israelis, and Germans get straight to the point; Latin Americans and Asians are steeped in hierarchy; Scandinavians think the best boss is just one of the crowd. It's no surprise that when they try and talk to each other, chaos breaks out.

Book coverThinking Fast and Slow
by Daniel Kahneman Published April 2, 2013

System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. The impact of overconfidence on corporate strategies, the difficulties of predicting what will make us happy in the future, the profound effect of cognitive biases on everything from playing the stock market to planning our next vacation―each of these can be understood only by knowing how the two systems shape our judgments and decisions.

Book coverFlow: The Psychology of Optimal Experience
by Mihaly Csikszentmihalyi Published July 1, 2008

Psychologist Mihaly Csikszentmihalyi's famous investigations of "optimal experience" have revealed that what makes an experience genuinely satisfying is a state of consciousness called flow. During flow, people typically experience deep enjoyment, creativity, and a total involvement with life. In this new edition of his groundbreaking classic work, Csikszentmihalyi demonstrates the ways this positive state can be controlled, not just left to chance. Flow: The Psychology of Optimal Experience teaches how, by ordering the information that enters our consciousness, we can discover true happiness and greatly improve the quality of our lives.

Book coverBroad Band: The Untold Story of the Women Who Made the Internet
by Claire Evans Published July 7, 2020

If you loved Hidden Figures or The Rise of the Rocket Girls, you'll love Claire Evans' breakthrough book on the women who brought you the internet--written out of history, until now. "This is a radically important, timely work," says Miranda July, filmmaker and author of The First Bad Man. The history of technology you probably know is one of men and machines, garages and riches, alpha nerds and brogrammers--but from Ada Lovelace, who wrote the first computer program in the Victorian Age, to the cyberpunk Web designers of the 1990s, female visionaries have always been at the vanguard of technology and innovation.

Book coverDesigning Connected Content
by Mike Atherton and Carrie Hane Published December 15, 2017

With digital content published across more channels than ever before, how can you make yours easy to find, use, and share? Is your content ready for the next wave of content platforms and devices? In Designing Connected Content, Mike Atherton and Carrie Hane share an end-to-end process for building a structured content framework. They show you how to research and model your subject area based on a shared understanding of the important concepts, and how to plan and design interfaces for mobile, desktop, voice, and beyond. You will learn to reuse and remix your valuable content assets to meet the needs of today and the opportunities of tomorrow.

Book coverContent Everywhere: Strategy and Structure for Future-Ready Content
by Sara Wachter-Boettcher Published December 12, 2012

Care about content? Better copy isn't enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go.

Book coverSeeing Is Forgetting the Name of the Thing One Sees
by Lawrence Weschler Published February 2, 2009

When this book first appeared in 1982, it introduced readers to Robert Irwin, the Los Angeles artist "who one day got hooked on his own curiosity and decided to live it." Now expanded to include six additional chapters and twenty-four pages of color plates, Seeing Is Forgetting the Name of the Thing One Sees chronicles three decades of conversation between Lawrence Weschler and light and space master Irwin.

Book coverThe Shape of Content
by Ben Shahn Published January 1, 1985

In his 1956–57 Charles Eliot Norton Lectures, the Russian-born American painter Ben Shahn sets down his personal views of the relationship of the artist―painter, writer, composer―to his material, his craft, and his society. He talks of the creation of the work of art, the importance of the community, the problem of communication, and the critical theories governing the artist and his audience.

Book coverMade to Stick: Why Some Ideas Survive and Others Die
by Chip Heath and Dan Heath Published January 2, 2007

In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds—from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony—draw their power from the same six traits.

Book coverLetting Go of the Words: Writing Web Content that Works
by Janice (Ginny) Redish Published August 28, 2012

Web site design and development continues to become more sophisticated. An important part of this maturity originates with well laid out and well written content. Ginny Redish is a world renowned expert on information design and how to produce clear writing in plain language for the web. All of the invaluable information that she shared in the first edition is included with numerous new examples. New information on content strategy for web sites, search engine optimization (SEO), and social media make this once again the only book you need to own to optimize your writing for the web.

Book coverChildren's Writer's Word Book
by Alijandra Mogilner and Tayopa Mogilner Published July 26, 2006

In this revised and expanded 2nd edition, Children's Writer's Word Book helps you immediately determine if you're using the right vocabulary and language for your audience. With its intuitive organization, you'll easily find appropriate words for children of various ages, and discover substitute words that might work even better.

Book coverDon't Make Me Think
by Steve Krug Published December 24, 2013

Since Don't Make Me Think was first published in 2000, hundreds of thousands of Web designers and developers have relied on usability guru Steve Krug's guide to help them understand the principles of intuitive navigation and information design. Witty, commonsensical, and eminently practical, it's one of the best-loved and most recommended books on the subject.

Book coverPower Without Responsibility
by James Curran and Jean Seaton Published June 29, 2018

This book attacks the conventional history of the press as a story of progress; offers a critical defence and history of public service broadcasting; provides a myth-busting account of the internet; a subtle account of the impact of social media and explores key debates about the role and politics of the media.

Book coverFrom Solo to Scaled: Building a Sustainable Content Strategy Practice
by Natalie Marie Dunbar Published July 25, 2022

Content strategy is clearly critical to your organization, but where do you start, and how do you grow it into a true practice? Whether you're a lone content person tasked with creating a content strategy practice from scratch, or a leader struggling to scale one up, From Solo to Scaled is your blueprint for creating and managing a content strategy practice that is sustainable and successful.

Book coverStrengths Based Leadership: Great Leaders, Teams, and Why People Follow
by Tom Rath and Barry Conchie Published January 1, 2008

More than a decade ago, Gallup unveiled the results of a landmark 30-year research project that ignited a global conversation on the topic of strengths. Since then, more than 23 million people have taken Gallup’s CliftonStrengths (formerly StrengthsFinder) assessment, which forms the core of several books on this topic, including the

Book coverInterviewing Users: How to Uncover Compelling Insights
by Steve Portigal Published May 1, 2013

Interviewing is a foundational user research tool that people assume they already possess. Everyone can ask questions, right? Unfortunately, that's not the case. Interviewing Users provides invaluable interviewing techniques and tools that enable you to conduct informative interviews with anyone. You'll move from simply gathering data to uncovering powerful insights about people.

Book coverScaling People: Tactics for Management and Company Building
by Claire Hughes Johnson Published March 7, 2023

Scaling People is a practical and empathetic guide to being an effective leader and manager in a high-growth environment. The tactical information it puts forward—including guidance on crafting foundational documents, strategic and financial planning, hiring and team development, and feedback and performance mechanisms—can be applied to companies of any size, in any industry.

Book coverHigh Growth Handbook: Scaling Startups from 10 to 10,000 People
by Elad Gil Published July 17, 2018

High Growth Handbook is the playbook for growing your startup into a global brand. Global technology executive, serial entrepreneur, and angel investor Elad Gil has worked with high-growth tech companies including Airbnb, Twitter, Google, Stripe, and Square as they've grown from small companies into global enterprises. Across all of these breakout companies, Gil has identified a set of common patterns and created an accessible playbook for scaling high-growth startups, which he has now codified in High Growth Handbook.

Book coverMismatch: How Inclusion Shapes Design
by Kat Holmes Published September 1, 2020

How inclusive methods can build elegant design solutions that work for all. Sometimes designed objects reject their users: a computer mouse that doesn't work for left-handed people, for example, or a touchscreen payment system that only works for people who read English phrases, have 20/20 vision, and use a credit card. Something as simple as color choices can render a product unusable for millions. These mismatches are the building blocks of exclusion. In Mismatch, Kat Holmes describes how design can lead to exclusion, and how design can also remedy exclusion. Inclusive design methods—designing objects with rather than for excluded users—can create elegant solutions that work well and benefit all.

Book coverStrategic Content Design: Tools and Research Techniques for Better UX
by Erica Jorgensen Published April 11, 2023

Good content isn’t magical—it's thoughtful, creative, and well researched words put together with finesse. In Strategic Content Design, you'll learn how to create effective content, using hard–won research methods, best practices, and proven tips for conducting quantitative and qualitative content–focused research and testing.

Book coverManaging Chaos: Digital Governance by Design
by Lisa Welchman Published February 1, 2015

Few organizations realize a return on their digital investment. They're distracted by political infighting and technology-first solutions. To reach the next level, organizations must realign their assets—people, content, and technology—by practicing the discipline of digital governance. Managing Chaos inspires new and necessary conversations about digital governance and its transformative power to support creativity, real collaboration, digital quality, and online growth.

Book coverNonviolent Communication: A Language of Life
by Marshall B. Rosenberg, PhD Published September 1, 2015

If "violent" means acting in ways that result in hurt or harm, then much of how we communicate—judging others, bullying, having racial bias, blaming, finger pointing, discriminating, speaking without listening, criticizing others or ourselves, name-calling, reacting when angry, using political rhetoric, being defensive or judging who's "good/bad" or what's "right/wrong" with people—could indeed be called "violent communication."

Balancing creativity and professional growth

Content Design requires both creative thinking and strategic planning. How do the pros manage this balancing act? In this section, our experts share how they stay inspired, maintain work-life balance, and keep their creative juices flowing in a field that often demands intense focus.

Question #5

What hobby or interest do you pursue outside of your professional life that helps you unwind and stay creative?

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

Since my professional life seems to primarily involve arguing for the deletion of words, I like to spend my spare time writing them back into existence! After a brief spell as a narrative designer I joined the (UK) Romantic Novelists' Association as their first ever games writer, and my debut novel is now with my amazing agent Marina ready to be sold to waiting publishers after the summer break. It's really exciting and I can't wait to see whether or not anyone picks it up.

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

Swimming is a fantastic hobby! I started swimming to strengthen my knees, it's become so much more. The quiet, rhythmic strokes are perfect for clearing your head. Unlike yoga or meditation, which might not click for everyone, swimming offers a peaceful escape. Plus, you can't bring your phone in the pool, so it's a built-in digital detox. And let's not forget the confidence boost! Seeing yourself improve with each lap is incredibly rewarding. After two years, I'm even training for a 2km Iron Man relay – who knew swimming could be so empowering?

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

I love being outside, and living in Portland affords me a lot of opportunities to be in nature. But my favorite hobby of all is fly fishing. For years—both as a solitary activity and with friends—I've tried to spend as much time as possible pondering the meaning of life by the side of a river, or floating down it. And as much as I enjoy it myself, the last few years I've gotten a lot of pleasure out of teaching beginners how to fly fish through my local community college. As a writer especially, there are benefits: I've found that immersing myself in wild, uncontrollable nature tends to snap my perspective back to a more curious, wonder-driven mode.

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

I run a UX content meetup called RVA Content Strategy, which turned 12 years old in July 2024. It's always fun to meet speakers and attendees and bond and learn together.

Outside of that, I'm fairly "boring." Hang out with my family and dog. Take naps. Re-watch Bluey (or Schitt's Creek, lol). Try to be good about catching up with friends.

As a mum and partner, I cannot overstate the power of walking around Kroger (grocery shop) or Target by myself for an hour or two.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

I started baking in 2022 when I realized I needed a hobby that is tactile and would help me unplug from my screens. To stay healthy from the ungodly amount of bread I consume, I also practice calisthenics.

Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops

I love Yoga and do Barre to unwind. I read a lot to stay creative, but movies and people inspire me as well. When my busy family schedule allows me I like to visit art exhibitions.

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

Movement is key for me—running, tennis, weight lifting, yoga, long walks, etc. It clears my mind, makes me feel like I can tackle anything, and often takes me to interesting places. In Philly there's even a group that runs routes designed around our city's incredible murals, and I always feel incredibly inspired after joining in.

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

I highly recommend a regular yoga practice. If there's a studio nearby, try out Yin, Restorative, and Nidra, in addition to Vinyasa. Once you establish a solid foundation, it will always be there for you, even if life interrupts your regular habit.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

I hand-craft jewelry, especially for friends and family as gifts!

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

Running and hiking help clear my mind and are good reminders of life outside of a screen.

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

Listening to experts talk about pretty much anything. Exercise. Enjoying my kids. Mentorship.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

I've recently taken up juggling again. I'm pretty rusty but hoping to work my way back up to a 5-ball cascade.

Photo of Sharon Ni
Sharon NiContent Designer, Cisco

Printmaking, photography, and taking to strangers.

Question #6

How do you stay motivated and inspired in your work?

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

Seeing the growing awareness of user experience within my organization is incredibly energizing. It shows that our efforts are making a real difference. But beyond that, the people around me are a constant source of inspiration. Every colleague, manager, mentor, and mentee brings a unique perspective and challenges me to grow. Surrounding myself with talented and passionate people keeps me fired up and constantly learning.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

At Work & Co, we make digital products people use every day. I stay inspired by imagining those people's lives being made easier through interacting with things that just work properly, and give them a sense of agency and power in a chaotic world.

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

Mentorship is one of my favorite things about my work—it's so incredibly rewarding to talk with a colleague about a challenge they're having, brainstorm ideas together, support them towards finding the right solution, and push them to go even further. I also love learning from my colleagues, especially cross-functional ones and those with less seniority, because I truly believe we all have something to learn from each other. My role wears so many hats, and there's no way I can be 100% an expert in all of them, but growing my skills every day and helping others do the same keeps me inspired.

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

I find the projects, or aspects of a given project, that give me energy. Not everything will be exciting. But there's usually aspects to any project that can fuel you. Lean into these. Break up your day to ensure at least a portion of it is dedicated to work that matters to you. And if you find yourself deep in drudgery, keep the end in sight. If there is no end in sight, reach out to your leadership to make a change. They also don't want you doing something you hate. A good leader will work with you.

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

Clarity. I find that if I'm clear about what I'm doing (and not bothering to do) and why it matters for the bigger picture of my career or results, I can stay motivated and excited working toward those goals. As a leader, I also find that if I can see outcomes for my team as individuals, it's easier to keep my head and heart in it.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

I focus on being a positive light to the world through the content strategies that I create. I see it as more than just a job, but a purpose. We have the power to create more authenticity, creativity, and connection in the world. What could be better then that?

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

Find a creative outlet that lets you unplug completely. Also, meditation has been helping me A LOT.

Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops

By learning something new as often as I can

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

I just look every morning at the list of amazing people I get to talk and work with.

Photo of Sharon Ni
Sharon NiContent Designer, Cisco

Talk to people that inspire me and that I can learn a lot from

Question #7

How do you maintain work-life balance in a field that often requires high creativity and problem-solving?

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

I treat downtime like any other important meeting – by scheduling it in my calendar. This ensures I have dedicated time to recharge. Being mindful of myself goes a long way too. I recognize my stress triggers and what helps me unwind. This self-awareness allows me to actively manage my energy levels and avoid burnout.

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

I used to be really bad about letting work consume me all the time. I've learned that a literal, physical separation of work stuff and life stuff really helps me. When I've had the ability to have my employer provide a work cell phone, I absolutely get one. Work apps and work convos stay on the work phone. I leave the work phone in my office when I sign off for the day. I do not check the work phone—or work apps or work convos—after hours.

I also had to learn to give myself the mental permission to leave work at work. I learned the hard way by burning myself out in the 2010s. After that, I knew I owed it to myself and to my well-being, and to my family, to take better care of myself. Coaching workshops through organizations like Active Voice and amazing managers at my first workplace post-burnout also helped reinforce the value of boundaries and helped me be accountable to respecting those boundaries and treating myself with care.

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

It can be difficult, but remember that your identity is much more than your job or your work. Figure out what to prioritize so that you can have the most impact while still focusing on what's actually most important to you.

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

You have to be willing to let things go. The definition of done is hard to know in our work. There will always be more research, more analysis, more variations to explore. It could always be better. But sometimes you have to decide that your goal is to make experiences better, not necessarily perfect. Decide how much you can dedicate toward that goal and the move on.

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

I have to have a full life outside of work to be able to bring creativity and problem-solving to work. I found I have to stop working at 5 and absolutely cannot work on weekends (unless, you know, an emergency happens). It's my life outside of work that fosters creativity so I have to protect that time in order to do my best work.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

Regular check-ins with friends outside the field.

Photo of Sharon Ni
Sharon NiContent Designer, Cisco

I like blocking time in my calendar for everything - lunch break, focus time, admin, etc.

Navigating challenges in Content Design

Every job has its tough spots, and Content Design is no exception. Our speakers open up about common misconceptions they face, how they handle work stress, and ways they've turned challenges into opportunities to grow and innovate.

Question #8

What's a common misconception about your job that you'd like to clear up?

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

The "seat at the table" is a lie. The "table" is a lie. As much as we, as content designers, want a seat at the table, our design and cross-functional partners want a seat at OUR table. They're just as scared, intimidated, unsure, pressured, wanting to do a good job as us. They don't understand OUR lingo, tools, or processes.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

That anyone can do it! It makes me so cross. Of course we all have laptops, and basic literacy is widespread amongst white collar workers. Because of this, hardly anyone is happy having their work amended or critiqued. A huge part of our roles seems to be proving our value, because although management will bring us in for a reason, our colleagues in other disciplines can struggle to hand over the words they've written.

And I get it - it's hard! But being able to peer review, to be edited, to be WRONG - that's so important and appears to be incredibly rare.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

Having the word "content" in your job title doesn't necessarily mean that you're a creator and writer. There are many, many content roles that consist mostly of non-writing duties.

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

I think the gap in preparation that UX content design leaders need to fill to be effective UX leaders is smaller than is generally understood by those in design.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

Content designers are product developers. We can lead projects using design thinking and cross-functional collaboration to ensure that product solutions are human/user-centric. Content design also requires change management by using a playbook or similar to implement operations and help content professionals work on project end-to-end (and not just fill in UX text once the designs are complete).

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

That everyone can write, or that I'm not a designer.

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

That we don't need access to Figma.

Question #9

What's your go-to method for dealing with work-related stress?

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

Vent with my friends over brunch. Watch silly corporate humor reels on Instagram. Pet my dog. Get a milkshake. AKA: Give myself a break, cut myself some slack, and decompress.

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

I take planned days off - this is different from vacation! I'll take a day off every quarter or after a big presentation or sprint to reset and take care of myself.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

I use a breath work app called Steady! In 3 minutes, I feel more grounded. I've also studied a lot of mindfulness tools and emotional intelligence, which I use daily. And a walk in nature or yoga stretch never hurts.

Photo of Kate Agena
Kate AgenaContent Design and Strategy Leader, Content Design Leaders / McAfee

I try to end the day with a walk to clear my head. Also, keeping as organized as I can helps me store thoughts on paper instead of letting them float around in my head 24/7.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

I'm terrible at this - I currently have my third chest infection in under a year! I suppose I deal with it by taking it out on my poor husband, who now knows more about the challenges and frustrations of content design than many trainee content designers. Poor James!

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

Breathing.

Question #10

How do you approach receiving and implementing feedback on your work, especially when it's critical?

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

I love getting feedback, especially critical feedback, on my work. My personality, not so much so - but with my work, I'm able to stay completely detached. It's strange, because I feel so vulnerable when talking about my own creative writing - but when it comes to UX writing, I feel like I'm coming from a scientific, data driven place. If someone has contrasting evidence, then bring it on - it's all going to help.

If their feedback is uninformed by data or is coming from a negative place, I have no hesitation whatsoever in dismissing it - but will closely investigate the reason it's come my way in the first place and try to fix that. But I've been taking on edits since I started my first journalism degree back in 2002, so my first rodeo is long gone and forgotten.

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

One: just because feedback is given, doesn't mean it has to be implemented. I really like to push for clarity around what is must-do feedback (ex: content testing revealed this headline is misleading; we must include this disclosure to comply with this federal regulation) and what is more subjective (ex: this one person thinks contractions are too casual).

Two: know when to let it go. If a project is swirling because three executives want to rewrite approved strings ten times over…if the rewrites don't pose risks with respect to ethics, customer needs, and so on…ship it and move on.

Question #11

Can you share an experience where a project didn't go as planned? What did you learn from it?

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

For a major building materials brand, research showed that users were confused about how to take the next step, given that the site had multiple tools for conversion based on their role (homeowner, contractor, architect). I proposed a "How to Buy" tool, merging the tools into one "concierge" approach that asked the user's role and products of interest to populate purchase options for their specific use case. At first, my client loved the idea, so I built out screenflows, wireframes, and data integration plans, reviewing with them every step of the way. It took weeks! Then, during the UI presentation, they changed their minds and no longer liked the approach, directing me and my team to return to the existing multiple tools.

This was hard at first, since it felt like throwing away weeks of work and creativity, but I learned that I can't be too attached to my vision, especially when working on projects with multiple stakeholders. Plus, even if your strategy gets pushed in a different direction, you can still take the great things about the original plan (like the major streamlining and simplifying we did to get the tools to combine) and apply them to the pivot. Sometimes this can even lead to an even more incredible end result than the initial vision could've achieved.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

Patiently. My new approach is to state my case, and if that doesn't work, to let things through that I know are bad. With a great data scientist and iteration, it's then pretty easy to show the value of content changes to the live product.

The first time I let something truly horrid through - under duress, mind you! - the journey we went on with that content was remarkable. Before we iterated, traffic was flowing through a badly-placed bit of copy - then I changed the copy and where the link was positioned, and suddenly the traffic dramatically redirected to where everyone wanted it to go. From then on out, I became the most important member of the team.

I don't know if this transfers to every project, but I learned that sometimes it's better to let people have a turn and let things go down the pan a bit before making that crucial intervention that shows everyone how great good design can be.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

In 2022, I spent about a year working on an initiative that eventually got paused and then scrapped. I was pretty frustrated at first, thinking about all the time and effort that went into something that never got launched. But I came to realize that every project is a learning opportunity. Somehow, we ended up restarting the same product, but with a different approach. And I'm, once again, the content designer for it. This time around, I'm way more efficient because I've already done the explorations and thinking. ;) So, every experience counts, even the ones that don't go as planned.

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

Most projects don't go as planned. I once worked on a high profile project for 8 months. I gave it everything I had, and my efforts were paying off. I was laid off before my work could go live. I learned that you can't control outcomes. I learned to let go of control. What felt devastating at the time turned out to be the beginning of a new chapter. I learned that there are more important things than our plans, and life absolutely goes on.

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

I once joined a project where I thought we pretty much had final approval on content, and all I needed to do was the final proofread and polish. Turns out, the content was not approved, but that was a red herring for deeper miscommunication and trust issues in our cross-functional team. Through a lot of hard conversations and hard work, we were able to unpack what happened and come up with better ways to facilitate meetings, document decisions, and communicate progress.

Some lessons that have stuck with me:

  • People want to feel heard
  • Always write down meeting notes and share them afterward
  • Have a way to illustrate and track what feedback was implemented, what feedback was not implemented, and the reasons why those decisions were made
  • Low-tech solutions (like email recaps and annotated PDFs) can go a long way and be hugely impactful

Collaboration and impact in Content Design

Teamwork makes the dream work, especially in Content Design. This section explores how our experts work across different teams, show the value of their work to their organizations, and measure their impact in ways that matter.

Question #12

How do you foster effective collaboration between different disciplines in your projects?

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

Personal connection. Collaboration requires trust. But too often, we're guarded in professional environments. The problem compounds when we have competing pressures across disciplines. The only way I've found to address this is to create personal connection and mutual understanding with partners. I do this by spending my time learning what matters to them, what pressures they're under, and what success looks like for them. I also spend time learning their greatest frustrations in working with content, and exploring how I can address those issues. This lets them know I'm on their side. The result is often that they end up on my side as well.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

I consider myself and our team really lucky in that the interdisciplinary team model at Work & Co is exceptionally fluid and inclusive. The Writing & Content Strategy team is part of the Design discipline, but our work regularly touches strategy, product, and engineering in addition to what you'd usually imagine in product design.

The way we bring effective collaboration across all these disciplines to life is pretty tactical. We invest time and energy in relationships, across disciplines, on our project teams. We look for ways to bring our skills to bear on problems our colleagues are trying to solve, whether those are internal or external. And we work out loud, and share early and often.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

I like to reach out to individuals to get to know them. Building these relationships beforehand helps us build a strong foundation of trust and understanding, which makes collaboration much more effective. It also allows us to gain diverse perspectives and understand the complexities that might be invisible in their work.

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

One of my favorite tips for collaborating with UX researchers is to jot down any time you think or say "we should test this" or "I'm not sure about this" or "I'm making an assumption." Note down your hesitation, why it's coming up, and some alternatives or hypotheses that you're considering. You should work together with your researcher to determine the best method to uncover answers to those questions, too. This process has made our research time much more efficient and effective, since we can target the areas that were "stickiest" during UX and content development phases.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

I set up clear guidelines for my role, lead workshops to define what happens at each stage of the design thinking process, and share them with every new team that I work with.

Question #13

What strategies have you found effective for advocating for the value of your work within your organisation?

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

Tell stories. Better yet, tell stories with big numbers. Use charts and say business-y words like "stonks". I'm kidding, of course. It's super powerful to understand what your audience cares about, connect that to business goals, and tell a story that touches on both of them. Go into just enough details to keep them engaged. Presentations are less about what you want to say, and more about what they want to hear.

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

Before and after stories are so powerful. What I mean by that is visualizing the problem space (screenshot, diagram, anything that helps show the issues) before the team worked on it and then after. Bonus points for annotating the designs so that the stakeholders can see exactly how and where we solved the problem. If you're trying to advocate early on in the process for future impact, you can still use this framework. Show the current state, highlight the problems and then show a visualization of what could potentially change (this could be a rough sketch, diagram, or competitive analysis).

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

First, you need to understand what is valuable to your organization so that you can explain how better content can help your colleagues achieve their goals in terms they'll understand. We are not here to evangelize for good content for the sake of it. We should start by looking for places where bad content breaks your product and makes your business difficult. If your player cannot complete the quest because of a content issue, then that's something you should be looking at. Once you identify those pain points, you can start talking to your stakeholders and your team about them. You can say, "Hey, guys, if only we could improve this and that, business metrics would be different."

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

I've found that the best advocacy is being highly knowledgeable, skilled, and competent in product development and leading the way with clear operational guidelines (people, processes, and tools) is key.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

Show up and ask good questions.

Question #14

How do you measure and communicate the impact of your work to stakeholders and leadership?

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

I'm always trying to influence design so content success is connected to product success, and then building pathways for content to be successful in the product. Connecting to vital business goals, showing how content can impact them, and giving different pathways or options to accomplish those goals.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

I share my work at Design All-Hands as well as Company-Wide All-Hands to ensure there is visibility and understanding of the major impact that content design has across every function.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

Set expectations. Under promise. Over deliver.

Question #15

How has your perspective on team collaboration changed as you've progressed in your career?

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

As much as you hear stories about other teams or departments being "turf-y," sometimes you gotta step back and reflect on your own mindsets and assumptions.

I was on a project on time where the design team and marketing team didn't work closely together. The marketing team ran some research, and my design team and I were really hurt about not being included. We were very resistant to "accepting" the research and its feedback.

In hindsight, I realized I was playing into a total scarcity mindset, and I was scared of being perceived as not being good at my job. How will my team–how will I–prove myself if we're not running all of the research ourselves?

I realized I needed to get over myself. I was inventing arbitrary lines in the sand. I was being so "turf-y" myself.

A few years go by, and I ended up working with someone from that marketing team again. I wanted things to go differently this time. We started having 1:1s to learn more about each other, our teams, our struggles…and ended up being each other's biggest advocates and allies and setting the example for how marketing and design teams could collaborate together.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

This is maybe a little over-nuanced but I think there's a differentiation to be made between a group coming up with an idea, or collaborating around a problem, together, versus independently investigating similar areas and abandoning their own efforts at each stage to re-align around the consensus next direction. That latter motion is more like what we do at Work & Co, sometimes even multiple times in a day.

One of the design behaviors at Work & Co our co-founder Joe Stewart references is "What is the next most important thing to do right now?" Typically we use that as a grounding motion in concepting, when there's a lot to do, and things can become overwhelming. But I think it's also very useful when it comes to the team collaboration model I mentioned. We're constantly re-calibrating and turning our attention to emergent design challenges. Some are solved easily, some are harder to wrangle.

Photo of Andrew Stein
Andrew SteinDirector, Principal Content Designer, Financial services company

I used to think being the content expert meant I had all the answers. I tried so hard to have an answer for everything. I've since learned that no one person ever has all the answers, and to approach work with humility and curiosity. If you can be honest and open about your strengths and weaknesses, others do the same. This is where collaboration happens, and where the whole becomes greater than the sum of its parts.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

Early on, I thought it was more important to be "right" and never make mistakes. Now, I think it's better to be amazing to work with, adaptable, and own up to my shortcomings.

Photo of Larry Swanson
Larry SwansonContent Architect, Elless Media

As every craft "moves left," it gets more important every year.

Question #16

How has remote work impacted your work process and collaboration, and what strategies have you found effective for remote teamwork?

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

I think remote work made me a better facilitator and collaborator. I had to get really creative about how to run workshops in ways that lots of different people could engage, with varying levels of access to design software. I really embraced using everyday software in novel ways; I ran an ideation session pretty much entirely in a spreadsheet one time. What I loved about that approach was it really demystified the design process for teammates from other departments, and it helped cut down on the imposter syndrome and learning curve of making people jump into a more designer-ly tool. I think remote work also made me even more aware of giving people different ways to contribute and carving out space for solo reflection and solo work first and then inviting conversation live (through video and through audio only), through the video chat, or by posting their ideas in a shared workspace with text or comments.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

I love remote work. I find it easy to be distracted by ad hoc in-office watercooler debates - working from home lets my use my ADHD hyperfocus superpowers and blaze through large volumes of work at once whilst bundling video calls together.

I do think appearing on camera is important though - a lot can be conveyed by facial expression, and emotions around design can be difficult to express verbally as they're sometimes so visceral. So even when I look and feel really terrible, I always turn my camera on.

Slack or other messaging platforms are really important to me too - I love that kind of collaboration as it's so inclusive and I get to meet team members from all over the UK and the world who in the olden days I might have only ever been able to exchange the odd email with.

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

It's easy to be more aggressive and feel disconnected when working remotely. To remedy this, I keep my camera on, clearly state my work hours, and communicate often over channels and docs.

Question #17

Can you share an example of when you had to balance user needs with business goals in a project? How did you approach this?

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

Like a tigress, honestly. My biggest challenge ever came when I was faced with a business need to ask vulnerable people for sex/gender (interchangeably!) because a major legacy system wouldn't work without it. There was absolutely no user need.

Usually I'll just keep up gentle pressure across the course of a project, but in this case I felt so strongly that the project might harm non-binary, intersex and trans people that I went full-throttle. I booked meetings with some of the most senior people at the organisation, met with relevant charities and interest groups, and pushed it through relentlessly. It is possibly the most fierce I have ever been, and it was worth it.

Looking to the future of Content Design

As tech and user needs change, Content Design must keep up. Our speakers share their thoughts on upcoming trends, working with AI tools, and strategies to keep their work inclusive, innovative, and in tune with both user needs and business goals.

Question #18

How do you see AI tools changing your work process?

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

AI tools create more content for less, but algorithms can't grasp context and decide where and what we should write for maximum impact. That's still a human question, so we find ourselves working closer with engineers.

While AI can be helpful in summarizing user feedback, it's still on us to identify user experience problems and champion solutions. Ironically, AI growth might empower us to further develop our human strengths, like persuading stakeholders to address specific user experience problems or deepening our empathy for users.

At the same time, we need to establish clear standards for AI-generated content and inject our common sense. Otherwise, we'll be stuck with shopping sites recommending nonsensical things like "lipstick for a business trip" – grammatically correct but logically flawed, written by an algorithm that doesn't understand that business trip lipstick is just regular lipstick.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

At Work & Co our writers and content strategists are actively employing AI tools, and building products powered by AI, and have been for the better part of a year and a half now. It's a part of what we do. It's not a future scenario. As a group of writers and content strategists we've established ourselves as central to the process of designing with AI, given the way text is so integral to the process, and extended the collaborations we have between product managers and developers.

We influence the direction our products take by advocating for sensible and sustainable use of generative systems. I personally use AI for tasks that are more in the building of frameworks for the work, rather than generating text. To make an analogy, AI is the apprentice carpenter building the jigs rather than responsible for the finish work.

Our writing and content strategy group has a standing bi-weekly team meeting where we bring news, work shares, and guests, etc. The centrality of text and content systems to generative AI means it's up to us to help establish practices that amplify the humanity and sensitivity of our work rather than dull it.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

Ha - I don't. I think model collapse is hanging over us. I think we'll be cleaning the resulting mess up for a while. My husband works in tech sales with major public and private sector clients and his company has just fired their Head of AI - it's beginning to fail, even as a tool, and they're not finding it worthwhile to sell to their clients any more.

Ultimately I think we'll begin to see AI (Large Language Models, let's face it) powering the back end of digital projects we work on - once the bubble has burst, we'll start to see it as simply a new functional technology like so many others.

Photo of Whitney Lacey
Whitney LaceySr. Manager, Content Design, Expedia Group

I see them making my process a little easier. I can easily get pulled into the weeds of things like identifying error states and writing error messages, when the problem is actually at the strategic level. Having a tool that can do those "in the weeds" items so my team and I can focus on the strategic solutions is pretty exciting.

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

Because most of my role involves information architecture and structured content, AI tools aren't something that I find appropriate or helpful to use. Once I tried out an AI-generated sitemap and homepage wireframe to gut check the ones I had already designed for a client. The first pass was decent and pretty similar to what I'd created myself! But when I re-queried the tool to show a colleague, the results were very "off" and yielded a bunch of structures that didn't make sense to the client's situation at all. The current tools have yet to change my process, and I doubt they will any time soon.

Photo of Kyra Lee
Kyra LeeUX Writer II, UserTesting

AI is really good for automating the task that I don't enjoy doing, like converting headings to sentence case, or generating mock content in design prototypes for testing. A lot of times, participants fixate on why the content is not coherent, or why the data visualizations are not matching in the flow, and derail instead of providing the feedback that we wanted. Having design prototypes with coherent copy helps a lot in testing, but it's tedious, low-impact work. That's when AI tools are super helpful.

Photo of Sharon Ni
Sharon NiContent Designer, Cisco

I built an AI chatbot to help people find content guidelines and examples

Question #19

What steps do you take to ensure your work is inclusive and accessible to diverse audiences?

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

I make sure to spend time getting to know those audiences, plain and simple. When I was working at BBC Learning I spent ten years producing educational content for adults with learning difficulties, disabled people, very young children through to teens - every niche or hard to reach user group you can think of. I got good at it by meeting people where they are (physically, mostly) and empathising with them.

You can read as many books and papers as you like, but nothing beats getting on the train and spending a day in a call centre or a local library or soup kitchen and just talking to people.

Photo of Anna Potapova
Anna PotapovaStaff Content Strategist, AliExpress

On a team level, we need to be sure that there are standards and guidelines in place. These will help everyone to be on the same page, and conduct content critiques to make sure the guidelines are followed. On an individual level, we need to be mindful of our own limitations and understand that many things that we are taking for granted come from our cultural background. For example, when a visual designer in China creates a banner with birthday wishes, both even and uneven number of flowers are acceptable, while in some Slavic countries, an even number of flowers are considered bad luck. So the first step is to understand that your perspective might be limited, and the second step is to learn as much as possible about target culture.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

Providing access to everyone is fundamental to the products we design and build at Work & Co, and baked into every job.

As a writer and content strategist, the most fundamental elements of accessibility I touch are related to clarity of text and adding textual legibility (like alt text and captioning) in other media. The first part is easy. It's fun to keep pushing to make the copy simpler and clearer. There's always another step you can take to make a headline easier to read. To bring more balance to a chunk of text or nav column.

I'm grateful we maintain an incredibly strong community of practice inside the studio (shoutout to #club-accessibility!), so any colleague with questions can get expert advice almost immediately. And we're always trying to pass that awareness and insight along to clients and partners, by writing alt text guidelines, or offering content readability recommendations and tools to integrate into client workflows.

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

Following accessibility best practices. Promoting inclusive, anti-racist language and writing. Pushing on where and how the teams I'm part of recruit, hire, and support people. I'd also like to deepen my knowledge in trauma-informed design (thank you, Michelle Keller and Jessica Smith, for the recs so far!).

Photo of Deiadora Blanche
Deiadora BlancheAI Business Transformation Consultant & Content Design Leader, Deiadorebel

After auditing and assessing content, I develop a framework, scorecard, and guidelines to ensure that everyone within the target audience(s) is included.

Question #20

How do you balance creativity and innovation with the need for consistency and adherence to guidelines?

Photo of Shannon Leahy
Shannon LeahySenior Content Design Manager, Capital One

I'm going to take this question in a slightly different direction and ask all of us to ask the question: what does innovation mean? what does it mean to be innovative? when does innovation really, truly need to mean introducing new technology or all new everything?

Sometimes, something that feels small or incremental can make a huge difference, and it IS innovative because no one else has bothered to do things this way. There are so many basics that so many companies still do so poorly. Things like explaining how something works without using jargon, making it possible to contact a human when you've exhausted all your digital options, having my customer info consistent across channels. These are things worth investing in and making better.

Photo of Nick Parish
Nick ParishGroup Director, Content Strategy, Work & Co

We work in a service model, but Work & Co has built a reputation that means we are not order-takers, we're partners in building products. Our relationships tend to start from a place of mutual respect. And so there's always a version that responds to the brief, and plays things straight. And then, if there's divergence, where we can bring a more informed perspective, there's a version that's what we think we should really do. Client trust means we get to purse the latter more than other studios might.

Photo of Helen Gaskell
Helen GaskellFreelance Content Designer, Foreign and Commonwealth Development Office

User research! Innovation, creativity, consistency, and guidelines are all utterly useless until they're meeting an existing user need.

Even with my personal fiction writing, I think about the existing user need. You might think nobody needs a high concept combined historical and contemporary romance and that's true - but what people are looking for is some comfort and a break from reality, so that's what I provide.

It's the same with my current AI project - people are looking for advice on how to take their pet abroad, or sort out the estate of a relative overseas. They don't care whether it's powered by AI, databases, or a hamster on a treadwheel. They don't care whether I'm using GOV.UK, AP, or BBC writing style. They just want to know what vaccinations to get their cockapoo.

Photo of Sabina Leybold
Sabina LeyboldLead Content Designer, JAKALA

Most companies aren't "ready" for creativity or innovation until they've achieved a certain level of consistency and adherence to guidelines. For example, lots of my clients really want to implement personalization, chatbots and AI features, or interactive visualizer tools—but the content that would fuel those experiences often doesn't exist at all, doesn't have basic taxonomy or metadata a system can read to populate it appropriately, and/or isn't consistent or structured enough to power dynamic generation. Often the creative or innovative approach is the north star that I can use to motivate clients towards achieving consistency and structure in the much shorter term.

Photo of Claudia Francesca Mueller
Claudia Francesca MuellerPrincipal Content Design and Localization, Trusted Shops

A guideline, like the word says itself, is a guideline. That doesn't mean we will follow it blindly; there is room for creativity and innovation. Whatever improves the guideline for our users is welcome. Also, guidelines need to be developed over time. Regarding product names, consistency with other company-related terms and capitalisation is key.

Resources: Events, podcasts, blogs, and more

Books are great, but there's more out there to keep you in the loop. Our experts recommend podcasts, events, and other resources to help you stay connected with the Content Design community and keep learning. These picks will help you stay on top of your game and connected with others in the field.

Conferences and events

Podcasts

Blogs

Articles

Websites

Other

Growing In Content 2024: Day 3

We hope this Q&A has piqued your interest in what's to come at Growing In Content 2024. Join us on August 23rd for Day 3, where you'll have the opportunity to dive deeper into these topics and more with our expert speakers.

Register now to be part of this enriching experience and to continue growing in your Content Design career. Day 1 is free to attend for everyone. Paid tickets start from $99.

About the author
Photo of Peter Legierski
Peter LegierskiLinkedIn iconCo-founder of Working In Content

Peter is the co-founder of Working In Content, a vibrant online community dedicated to the world of Content Design, Content Strategy and UX Writing.

You can connect with him on LinkedIn.

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