UX CONTENT ADVOCACY

Winning the Content Battle and Advocating for Content Design in Cross-Functional Teams

Hey Besties??

At the last UX Writers conference hosted by UX Writers Africa, I used a term that stuck with many for a long time: "product janitors." It describes how content designers are often treated—brought in halfway through a project to “clean up” the mess after design decisions have been made, with little room to do more than tweak and adjust. Sound familiar? It’s a pattern we’ve all seen: content is treated like an afterthought, not the core element it actually is.

But I stand firmly against this notion. Content designers are not janitors. We’re strategists, we’re architects of the user journey, and we deserve a seat at the table from the start. We're much more than that, and it's high time we put content design front and center, exactly where it belongs.?

Anyway, buckle up because I'm about to guide you through advocating for content design in a way that demands respect and collaboration from every team member and ensures it's prioritized in every project.

See this as your content battle instruction manual...Let's go!

1. Stop Treating Content Like the Last Step

First things first, content should never be seen as the final piece of the puzzle. When it’s treated that way, we get rushed, watered-down content that doesn’t do its job—communicating effectively with users.

Content shouldn’t be like the sprinkles on top of a cake that’s already baked. If we’re brought in too late, we’re stuck patching things together instead of weaving user-focused magic in the product from the get-go.

When content comes in too late, it’s like putting frosting on a cake that’s already been baked. Sure, it might look nice, but it doesn’t fix the cracks in the overall structure. If content is considered from the start, it becomes an integral part of the product design process, shaping the experience in a way that resonates with users.

Moral of the story? Bring content in early, or risk having a product that looks good but feels... meh

2. Speak Directly to the Squad

Here’s where content advocacy gets practical: You’re not just fighting for the role of content in a vacuum. You need to talk to your designers, developers, and product managers directly.

• To Designers: We’re your partners in making the visuals functional. When content and design work together from the start, the user experience becomes seamless. Don’t lock us out of the wireframes until the last minute.
• To Developers: Content isn’t just words you plug in; it’s the structure and flow of how users interact with the product. Early collaboration means less back-and-forth and more efficient coding.
• To Product Managers: You care about user satisfaction and business goals, right? Well, clear, compelling content reduces friction, improves conversions, and supports your overall product strategy. Bring us in early to save headaches down the road.

Everyone has a stake in making content part of the whole product development journey. By building these bridges, you’re not just advocating for yourself; you’re advocating for a stronger product.

Your mission? Team content all the way! Advocate, build bridges, and remember—we’re all in this together.

3. Educate Your Team

You’re not just there to write; you’re there to teach your team why content is key. Maybe drop a few examples, like that one time a product’s content drove up conversion rates or slashed customer support queries. Show them the cold, hard data of how good content makes all the difference.

Did you know that users are 131% more likely to interact with clear and concise content that’s baked into the UX from the beginning? Okay, maybe not exactly 131%, but you get the idea. Content impacts everything—help them see that!

The more you link content design to these tangible outcomes, the more your team will begin to see content as a strategic asset rather than just a cosmetic layer.

4. Use Your Tools

You’ve got the talent, now use the tools! Use collaborative tools like Figma, Miro, or Notion, and make sure the content is visible from day one. When content is part of the workflow, it can’t be ignored. Tools aren’t just for design; they’re for making content shine.

Get the team on board with shared content guidelines, templates, and frameworks, and suddenly the process gets smoother. Plus, no more awkward “Can you just fit this text in here?” requests when the design’s already locked.

5. Collaborate, Don’t Compete

The trick to advocating for content? Collaboration, not competition. You’re not here to outshine anyone—you’re here to make the whole team look good. When content is at the heart of the product, everyone wins.

Why? The end goal is the same for everyone: creating a product that users love. When you approach the conversation as a team player rather than someone defending their turf, you’ll find it easier to integrate content throughout the product lifecycle.

Also, when you’re part of the discussion early, you’re building something that flows, engages, and leaves users with an experience they love. Teamwork makes the dream work, and that dream should include content from day one.

We’re Not Product Janitors—We’re Strategists

The truth is that content designers are more than just “product janitors” coming in at the end to tidy up. We are strategic partners in creating meaningful user experiences. And the more we advocate for ourselves, the more we can change the perception of content in cross-functional teams.

So, to all the designers, developers, and PMs out there: bring us in early. Don’t wait until the end to bring in content. We’re not here to clean up the mess but to create tangible results, too!

And to my fellow content designers—don’t be afraid to advocate for yourself and the role of content. We’ve got the power to shape the user journey in ways no one else can.?

It’s Time to take that seat at the table and own it!

Phew! Until I write to you next week, it's love and light besties??

P.S. Share your 'product janitor' experience with us and share this article with someone you think needs to read this! Let's go!

With Love??,

Precious (The Content Design Chief)