In the world of user experience design, we work towards creating a harmonious experience that meets user and business needs. Much like a chef carefully selecting ingredients, content strategists must ensure that every piece of content is thoughtfully structured and purposeful. 

This is exactly what content modelling allows us to do – ensuring that the content and user experience is cohesive and consistent by breaking down our "ingredients" into reusable blocks.

A content-first approach to design

One of the key benefits of content modelling is that it facilitates a content-first approach to website design. Instead of focusing first on design aesthetics or technological choices, content models prioritise understanding by structuring the information that users will interact with.

This is like laying out your ingredients before you start cooking; it sets the foundation for a well-executed dish. Content modelling allows businesses to develop content that is inherently aligned with the needs of their users, enhancing usability and engagement.

A well-implemented content model improves the flow of content across different touchpoints and platforms, making the user journey more seamless and logical – just like how a well-organised kitchen ensures that each dish is served at its best.

Improving efficiency and consistency

In a corporate environment, consistency is crucial – just like in a kitchen, where recipes must be replicated perfectly each time. Large corporate websites often house vast amounts of content governed by different stakeholders. A good content model enables organisations to manage content more effectively by breaking it down into reusable, structured components. This reusability cuts down on content duplication and ensures that content updates are reflected consistently across all platforms.

In her book Content Strategy: Connecting the Dots Between Business, Brand, and Benefits, Rahel Anne Bailie explains two ways of looking at content: single-use (like tissues) or multiple-use (like linen handkerchiefs). The goal is to invest in high-quality content that can be reused across various platforms and channels without losing value – just like investing in a fine linen handkerchief that can be reused for years to come. By treating content as an asset, organisations can optimise their content operations, streamline editorial processes and reduce the time and cost associated with content creation.

Enhancing user experience with personalisation

Just like a dish that’s perfectly balanced with the right flavours, content models enable users to get the right information at the right time. This is particularly crucial when users have varying needs. Whether they’re looking for product details, completing a task or searching for customer support, users benefit from well-structured content that is findable and adapts to their needs.

Content models help identify and define the relationships between various content types, making it easier to personalise content and optimise the navigation flow. This not only enhances the website’s usability but also improves accessibility, ensuring that all users – regardless of ability – can find the information they need efficiently.

Enhancing collaboration and efficiency

Content modelling doesn’t just benefit the end user – it also improves the workflow for teams responsible for creating and maintaining content. Just as a well-coordinated kitchen team works seamlessly together to prepare different dishes on a menu, content models help align cross-functional teams by providing a clear, shared vision for how content can be structured and used in various ways.

As Carrie Hane and Mike Atherton highlight in their book Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow, content models allow everyone from content creators to developers to understand what they’re working toward. This shared vision makes it easier to collaborate and make decisions. 

Content models also help avoid the pitfalls of siloed thinking, where different teams work in isolation and create disconnected or redundant content. By using a unified model, teams can ensure that all content is aligned with the broader organisational goals, leading to more efficient workflows and fewer errors.

Future-proofing content

Another key advantage of content modelling is its ability to future-proof an organisation’s content strategy. Just like a recipe can be adapted to serve different dietary needs or trends, content models allow businesses to repurpose their content for new contexts or platforms, such as voice interfaces, wearables and AI systems.

By separating content from presentation, content models ensure that the core message remains intact, even as the design or technology supporting the website evolves. This flexibility allows businesses to stay agile in an ever-changing digital landscape, keeping their content relevant and efficient.

The final touch: Perfecting the user experience recipe

Much like a well-prepared dish, user experience is best when all the ingredients come together seamlessly. Incorporating content modelling into your digital strategy enables every piece of content to play its part in delivering a cohesive, intuitive experience – elevating both user satisfaction and operational efficiency.

By adopting intelligent and reusable content structures, businesses ensure that their digital platforms remain relevant and adaptable, no matter what changes lie ahead. Whether you’re managing a small business or a global enterprise, content modelling adds the perfect seasoning to your digital efforts, ensuring that your website serves up exactly what your users are craving – timely, personalised and accessible content.

Note: This article was inspired by a course about content modelling in my content strategy Master’s programme at the FH Joanneum.
If you have any thoughts or questions, feel free to get in touch!