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class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text">Adopting a Content Design Mindset</span></h1> <div id="hubspot-author_data" class="hubspot-editable" data-hubspot-form-id="author_data" data-hubspot-name="Blog Author"> <p id="hubspot-topic_data"> <i class="fa fa-calendar" aria-hidden="true"></i> August 27, 2019   <i class="fa fa-user" aria-hidden="true"></i> Posted by: Jessica Milcetich </p> <span id="hs_cos_wrapper_blog_social_sharing" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_blog_social_sharing" style="" data-hs-cos-general-type="widget" data-hs-cos-type="blog_social_sharing"> <div class="hs-blog-social-share"> <ul class="hs-blog-social-share-list"> <li class="hs-blog-social-share-item hs-blog-social-share-item-twitter">  <a href="https://twitter.com/share" class="twitter-share-button" data-lang="en" data-url="https://blog.usa.gov/adopting-a-content-design-mindset" data-size="medium" data-text="Adopting a Content Design Mindset">Tweet</a> </li> <li class="hs-blog-social-share-item hs-blog-social-share-item-linkedin">  <script type="IN/Share" data-url="https://blog.usa.gov/adopting-a-content-design-mindset" data-showzero="true" data-counter="right"></script> </li> </ul> </div> </span> </div> </div> <div class="section post-body"> <div> <a class="hs-featured-image image-link half" href="https://cdn2.hubspot.net/hubfs/532040/contentaudit.jpg" title="ThinkstockPhotos-516755868"><img src="https://blog.usa.gov/hubfs/contentaudit.jpg" alt="ThinkstockPhotos-516755868"></a> </div> <span id="hs_cos_wrapper_post_body" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="rich_text"><p>Over the years, the structure and the volume of content on USA.gov has changed as the Internet has matured and user needs have evolved.</p> <p>As technology makes it easier than ever to find an answer to a question, our users have increasingly higher expectations of the services and information we deliver. As a result, we’ve pivoted our approach to producing content. </p> <p>Instead of writing content, we now design content! </p> <p>What’s the difference you might ask? Sarah Richards, the former head of content design for the Government Digital Service in the UK, describes it best in her blog post <a href="https://contentdesign.london/content-design/content-design-vs-editorial/">Content Design vs Editorial</a>:</p> <h3 style="font-size: 18px; text-align: center;"><span style="font-family: helvetica;"><em>If you approach a new piece of web content with ‘how shall I write this?’, that’s writing or editorial. If you approach it from ‘how am I going to get this across to the audience in the best way possible?’, that’s content design.</em></span></h3> <p>That shift might seem small and subtle, but it fundamentally changes the way we think about presenting content. We look at our data more closely. We spend time learning from our users about what they need to know about a topic and how they want that information delivered. We marry some of the most basic UX principles with content creation. </p> <p>Content design opens new possibilities of presenting answers in ways that we hadn’t considered before. It lets us think about how we adapt a piece of content to work for one of our call center agents or how we design an answer so that it reads easily on a mobile device. Content design is also creating possibilities for us to make it easier to adapt our content to new technologies like voice search. </p> <p>We’re still continuing to execute on our mission of meeting users where they are, but as the speed of information flow continues to increase with new technologies, content design lets us deliver better on that mission.</p></span> </div> <div class="cs_blogAuthors"> <i class="fa fa-tags" aria-hidden="true"></i> <a class="topic-link" href="https://blog.usa.gov/topic/marketing">Marketing</a>, <a class="topic-link" href="https://blog.usa.gov/topic/content">Content</a>, <a class="topic-link" href="https://blog.usa.gov/topic/design-and-development">Design and Development</a> </div> </main> <div class="cs_relatedContent"> <h3><i class="fa fa-tags" aria-hidden="true"></i> You might also like...</h3> <div class="related-post-item"> <div class="related-image"><a href="https://blog.usa.gov/enhancing-the-publics-experience-with-government-in-2024"><img src="https://blog.usa.gov/hubfs/Enhancing%20the%20publics%20experience%20with%20government%20in%202024%20DRAFT%201-13.png" alt="Enhancing the public’s experience with government in 2024"></a></div> <div class="related-title"><a href="https://blog.usa.gov/enhancing-the-publics-experience-with-government-in-2024">Enhancing the public’s experience with government in 2024</a></div> </div> <div class="related-post-item"> <div class="related-image"><a href="https://blog.usa.gov/five-quick-tips-for-sharing-information-during-an-emergency-2"><img src="https://blog.usa.gov/hubfs/During%20an%20emergency%20blog%20DRAFT%202%20of%202.png" alt="Five quick tips for sharing information during an emergency"></a></div> <div class="related-title"><a href="https://blog.usa.gov/five-quick-tips-for-sharing-information-during-an-emergency-2">Five quick tips for sharing information during an emergency</a></div> </div> <div class="related-post-item"> <div class="related-image"><a href="https://blog.usa.gov/building-a-tool-to-make-mail-in-voter-registration-more-accessible"><img src="https://blog.usa.gov/hubfs/FY%2025Blog_WelcomeNewVote_DRAFTS%2810.21.24%29_v003.png" alt="Building a tool to make mail-in voter registration more accessible"></a></div> <div class="related-title"><a href="https://blog.usa.gov/building-a-tool-to-make-mail-in-voter-registration-more-accessible">Building a tool to make mail-in voter registration more accessible</a></div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="span4 widget-span widget-type-cell " style="" data-widget-type="cell" data-x="8" data-w="4"> <div class="row-fluid-wrapper row-depth-1 row-number-8 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget cs_searchBox" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_module_153789937811563" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><div class="hs-search-field"> <div class="hs-search-field__bar"> <form id="form1" action="https://search.usa.gov/search" accept-charset="UTF-8" method="get"><input name="utf8" type="hidden" value="✓"> <input type="hidden" name="affiliate" id="affiliate" value="usagov-blog"> <label for="query">Enter Search Term(s):</label> <input type="text" class="hs-search-field__input usagov-search-autocomplete" name="query" id="query" autocomplete="off" placeholder="Search this blog..."> <button type="submit" title="search" form="form1" value="Submit" class="hs-button primary"><i class="fa fa-search"></i></button> </form> </div> </div></div> </div> </div> </div> <div class="row-fluid-wrapper row-depth-1 row-number-9 "> <div class="row-fluid "> <div class="span12 widget-span widget-type-custom_widget cs_sidebarWidget" style="" data-widget-type="custom_widget" data-x="0" data-w="12"> <div id="hs_cos_wrapper_module_1536765607242112" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module widget-type-rich_text widget-type-rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="module"><span id="hs_cos_wrapper_module_1536765607242112_" class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text"><h3>About the USAGov Blog</h3> <p>USAGov is working to create the digital front door for the United States government. 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