UX writing/Content Design — with a marketing advantage
A marketing background is a great asset for UX writing.
UX Writer ….Content Designer….are they the same?
Some say they are, some say they aren’t. Yuval Keshtcher of the UX Writing Hub shared a fun quiz on LinkedIn today.
I recently had an excellent opportunity to interview for a “Content designer” role at a prestigious design agency. I made it to the last round, with several interviews and two grueling tests. I felt pretty proud of myself.
I didn't get the job, but the experience was valuable. I got motivating positive feedback on my work and many useful insights. Some might feel bad for me, but this has propelled me harder and motivated me… to truly pursue and develop my skills.
I am a UX writer, I do the design part too. But visit my portfolio and you will see even my Bootcamp projects have some pretty decent copy. I learn as I go and every step I take just strengthens my passion for UX writing.
I have a Marketing background, and I see myself continuously using those skills in UX writing- brand personality development & microcopy. It’s a delight to realize how the two are interconnected, and how their combination is a great asset.
Here’s why—
- Marketing people and UX professionals are strong believers in research, which greatly simplifies the whole decision-making process. Be it foundational research, user research, or competitive audits, both UXers and Marketers need it, practice it, and swear by it.
- The term “Content Strategy” is associated with marketing (ex. social media) presence, but it certainly overlaps with the profession of the UX writer in many respects. So ideally a marketing person with content strategy and UX writing skills would be the best “Content Strategist”. (you see where I am going?)
- Brand personality/archetypes (Carl Jung’s 12 brand archetypes) is something every marketer needs to know. Maintaining & developing the tone of voice and style guide is part of the many responsibilities of our multi-faceted UX writer/content designer/ content strategist …(pick a title you like). Again we see how this might come easier to someone with a marketing background.
There are many other common factors between Marketing & UX writing, we could discuss this forever.
I started my journey into UX design with an inclination towards UX writing/Content strategy, and the deeper I have delved, the more I have realized that this is my true calling. I am on a continuous journey to learn. grow, iterate and update my skillset for UX writing.
So here’s what I understand as the rough outline of what a UX writer does —
- Develops a clear overview of the product from the product discovery phase onwards.
- Builds and maintains the brand tone of voice and style guide.
- Collaborates in the building of the information architecture.
- Actively participates in content strategy building.
- Creates concise, simple copy, sometimes solo or (if fortunate enough) with a team.
- Maintains & controls editorial processes (eg. translations)
- Evaluates content on the basis of research data and insights.
There’s a lot more to it, but these are just the foundational duties.
UX writing is a fluid, constantly evolving discipline…almost making the UX writer into the new UX unicorn.
It’s an exciting time to be a UX writer, and I am striving to improve and build my skills. My marketing foundation makes it even more interesting for me to practice and implement the same basics into this new discipline.
To all the new and experienced UX writers out here, please do comment and leave any advice/ pointers/ opinions you might have.
Let’s start a discussion, are we an evolving breed or are we aliens/unicorns?
Here to learn and connect. Find me on LinkedIn
Thank you for reading!
