Identify Content Types

Break down content types

From the product to communication around it, you’ll encounter all types of content. Whether it’s front- facing for the user, or backend for those with admin access, there are many different aspects regarding content to consider.

Interface copy is the text that appears on buttons, links, navigation, forms, and flows. This includes general UX writing, as well as microcopy. Interface copy also includes pop-up messages, warnings, alerts, notifications, error messages, transactional messages, un/subscribe confirmation messages, forms, and more. It can be tempting to be creative and clever with interface copy, but ultimately you need to make sure the user knows what’s going on. Go for clear copy so the user always knows what to do next.

Release notes are often written by product managers when announcing new features. It’s important to consider how the company talks about the product and the language they use. Some communication will be internal updates, while other times it will be published in the app store with new updates.

Marketing copy includes writing for promotional materials, newsletters, product descriptions, blog posts (which may also be considered editorial copy), social media, and press materials. It’s important to consider the content from the user’s point of view for each context. For instance, is it aimed at someone who is already a paying customer, or are you targeting a new potential user who isn’t familiar with what you offer? It’s also important to consider what aspects of marketing and promotion may be integrated within the product or user experience. There will also be other initiatives that are parts of larger campaigns, which may run across various channels and platforms, or integrate a hashtag.

User generated content refers to content produced by users. This may include reviews, comments, and testimonials. You also may want to consider recruiting top users to create content for the site, or republish an article they’ve written for their own blog. Building relationships with users can be very beneficial when you want to integrate user-generated content.

Curated content is when brands invite bloggers to curate articles and content to help engage their audience. By bringing in high profile names, the goal is to attract new users to the site as well. Name recognition gives the perception of legitimacy, which is particularly beneficial when a brand is just starting out.

Aggregated content is automatically pulled from other websites through methods such as RSS feeds. While it saves time and happens automatically, it lacks the personalization of other methods for creating content.

Licensed content is using content (articles, video, audio, etc.) from other sources such as Creative Commons. This still requires research on whether it’s a good fit for your project, as well as any licensing limitations.

Support content is content that can be used by service teams to respond to requests, including content forms, canned responses (there’s no need to start from scratch each time!), help center information, and technical documentation. While support and customer service teams aren’t directly linked to UX, anyone who is in direct contact with users or customers will be highlight valuable to know, as they will be able to provide you insights into your audience you may not have considered. Support teams will likely have their own guidelines for how they respond to questions and frequently asked questions.