Apply design thinking to your content creation

What if a key component of design thinking -empathy- could help us create better marketing content? Gathering customer data on what they read is fine, but have you talked to a customer recently to understand how they feel about how you communicate?

As marketing communicators, we typically start with the business need, then determine key messages, write the copy, choose the imagery and select the media. What if we designed communication experiences based on what customers tell us they want and need?  

Jessica Adamiak wrote a great article a while back: “5 Ways Design Thinking Can Help You Create a Killer Content Strategy.”

She provides great advice on how to treat your content like a product, get to the heart of your story, and brainstorm-build-test in the classic design thinking process.

Check it out:

https://contently.com/strategist/2015/05/26/5-ways-design-thinking-can-help-you-create-a-killer-content-strategy/