Now that you have created a concept and a structure for your project, you need to think about what content can help you bring it to life and reach your set goals. This is crucial for the following steps since you want to know what content to design. An image-driven site has different requirements than a text-heavy site, for example. Of course, there is usually not only one type of content for your project, but different aspects like imagery, texts, audio, and so on that come together.

To create content that appeals to the people you talk to, you should consider their usual habits and preferences when it comes to content. Are they used to and willing to read complex and long texts because they are accustomed to that kind of information, or is your audience very visual, and long text would put them off? Then a more visual approach to content is the right choice.

When creating it, you should always think about the accessibility of your content. Again, taking a look at your target audience can help. Information is powerful, and you should be considerate of who might be excluded by your content. This could be due to something like a language barrier or difficulties reading and understanding text. Also, physical conditions like poor eyesight, color blindness, or epilepsy need to be taken into account. To address those topics, you might think about the use of "Plain Language," high-contrast color palettes, good readable fonts, or bigger font sizes.

Another thing to take into account is the relationship between your content and the medium on which it is displayed. Digital design offers you a wide range of possibilities that can also present some challenges. For example, there are extremely different formats, such as mobile or desktop, that your content needs to work on. Therefore, it's essential to be aware of the strengths and weaknesses of your medium. Long and data-intensive videos, for instance, may not be the best option for an app primarily used on mobile devices, but they can be great assets when played on a big screen at a festival.

A great idea still needs to be executed. Consider how to obtain the resources you need to realize your vision. Things to consider could be time, money, skills, equipment, or people. Don't get discouraged easily and get creative. There are often more than one ways to get something done. Consider involving your network or working with low-tech solutions to achieve your goals. However, plan realistically to set the right expectations for your content and ensure it can be done within your time schedule.

When creating content that appeals to your target audience, it's essential to understand their cultural context, the visual codes they're accustomed to, and the language they speak, both literally and figuratively. You will have a hard time reaching an elderly and offline socialized target group with a campaign that is built around internet jokes and memes. However, sometimes it can be the right way to play or even break those habits to get attention. Make sure to find the right balance between relatable and unfamiliar.

Whether it's a campaign or a website, in the rarest of cases, your content will be limited to one type of content. Most likely, it will be a mixture of different things like images, texts, etc. It is important to be clear about what purpose the content you use has. Am I using the imagery to inspire or to inform people? It can help to think about the different types of content you use in a project and what "task" they need to fulfill.

Especially for digital products, we create content not only to be read or looked at but for our audience to interact with it. This can be in a very direct way, like a "call to action button" that asks you to sign up for a newsletter or an amazing trailer that nudges your user to buy a ticket to your music festival. Whatever it is, you should have an idea of how people you want people to react or interact with your content.

Find the right tone and style

When you have decided on the type of content and thought about what it should convey, you need to think about how your content should look, sound or feel. This is the part where you can make a difference between content that just works and amazing content. To create consistent and appealing content, your decisions about the style of your content should be intentional.

Textually: Tone of voice

The tone of voice describes not so much what we say, but how we say it. It can be compared to how people have different styles of talking. You can set up some simple rules you want to follow throughout your content to create a consistent and fitting tone of voice for your project. Use adjectives as personality traits to describe how you want your content to sound.

Are your messages…

• …funny or serious?

• …formal or casual?

• …respectful or reckless?

• …enthusiastic or fact-based?

Visually: Look and feel

The visual appearance of your content shapes much of the perception of your project. Do people see it as innovative or conservative? Is it inspirational or informational? All those attributes can be controlled with the right look and feel of your visual content. Of course, there are some easy things like black and white vs. color. But good art direction considers all kinds of different things when creating great imagery. This could be choosing the right color palette for your illustrations (vibrant, matte, pastel, etc.) or the right style of photography for your images (documentary, studio, fashion, etc.). To create a look and feel for your content, you should start by collecting references that match your vision. This can be anything from images, color palettes, videos, text, or sketches. Mood boards or collages can really help to find the look and feel you are looking for.

Moodboards

Whether it's for design, photography, or any other form of content, moodboards are a great way to shape your vision and get a better understanding of what you are aiming for. They can be physical, in the form of a whiteboard or sketchbook scribbles, collages, or notes. Digitally, you can use collaborative tools like Miro or Dropbox Paper to create moodboards together. These tools help you create a look and feel before you get started yourself.

Moodboards are great, but...

Sometimes, it can be overwhelming and frustrating to look at so much high-quality content, and you can easily get lost in the work of others instead of focusing on your own goals and projects. Even though moodboards are a good way to get started on executing an idea, it is important to develop your own approach in the next step. Quality content doesn't need to be expensive or elaborate. Low-tech and budget options can sometimes inspire you to come up with creative solutions.

Networks

To always find the right people to help you create outstanding content, establish a network of creatives who are skilled in different fields of creative work and can assist you in providing the right content for your projects.