Why content designers need to be proactive, not reactive, to make an impact
Establish your value and drive impact as a proactive content designer
We’ve all seen posts on social media lamenting the late invitation of content designers to project meetings, saying: “You should have invited me earlier.”
But what if the real issue is not the late invitation, but our failure to establish our value early on?
So, let’s flip the narrative and take control of our influence.
TL;DR (too long; didn’t read summary)
To make a meaningful impact, content designers must focus on establishing their value early on. This involves self-reflection, building trust, clarifying roles, and measuring impact. While systemic challenges exist, proactive steps can make a difference. If you’ve done all you can and still find yourself sidelined, consider seeking a culture that values your contributions.
The universal struggle for recognition
According to a study by Agility PR, poor communication costs businesses £1.2 trillion annually. While a missed meeting invite might seem trivial, it’s often a symptom of these larger issues that can derail a project. Firstly, let’s acknowledge that this isn’t a problem unique to content designers. From the C-suite to junior team members, the struggle for timely involvement is a universal one. So why do content designers still feel left out?
Step 1: self-reflection
Before we point fingers, let’s ask ourselves some hard questions. Do we understand the objectives of the meetings we weren’t part of? Have we communicated our value to the team effectively? If the answer is no, then the responsibility to change that lies with us. The next logical step after this self-reflection is to build trust with your team.
Step 2: build trust
One way to ensure early involvement is by being proactive. Establish strong working relationships with designers and other stakeholders. Show them that content isn’t just about ‘filling in the boxes’ but about crafting meaningful user experiences from the get-go. Trust and rapport are universal currencies in any collaborative environment, and this is not a one-time thing, but an ongoing effort. Once trust is established, it sets the stage for more transparent and effective communication, making it easier to move on to the next crucial step: clarify roles and responsibilities.
Step 3: clarify roles and responsibilities
A Harvard Business Review study found that 75% of cross-functional teams are dysfunctional, partly due to unclear roles and poor communication. Clarifying roles and responsibilities isn’t just a formality; it’s the linchpin of effective collaboration. By defining what you’re responsible for, you’re not just avoiding future conflicts; you’re actively shaping the project’s success. It’s about making it clear that your role isn’t peripheral but central to achieving the project’s objectives. With clarified roles, the next step is to measure your impact.
Step 4: measure to make an impact
Another effective strategy is to tie our deliverables to measurable outcomes. We know that better content design directly correlates with improved user experience, but we’ve got to come up with the goods to show how. This could be as simple as tracking user engagement metrics pre and post-content redesign. I know it’s not always easy, and it’s not always about money, but when you present your contributions in terms of tangible results, you’re more likely to be seen as an essential part of the team. For more insights, Yael Ben David’s book The Business of UX Writing is a must-read.
Measuring impact also provides the data-driven evidence needed to challenge systemic issues for the next step. When you can show that your work leads to better user engagement or other key performance indicators, it becomes easier to advocate for the value of content design within the organisation.
Step 5: Acknowledge systemic challenges
While it’s crucial for us to take proactive steps, we must also acknowledge the systemic issues that often hinder the effectiveness of content design. These challenges can range from organisational culture to the lack of understanding about the value of content design. Nicole Alexandra Michaelis, in her article Why I no longer believe in Content Design, points out that content design often suffers due to systemic issues like siloed departments and lack of executive buy-in.
However, by being proactive and establishing our value, we can start to chip away at these systemic issues. It’s about creating a ripple effect. When you prove your worth through measurable outcomes and effective collaboration, you’re not just benefiting yourself; you’re paving the way for the entire content design field to be taken more seriously.
The bigger picture
It’s worth noting that while we focus on our roles as content designers, the broader issue is one of collaboration and mutual respect in the workplace. Saying, “You should have invited me earlier,” doesn’t solve the problem. It’s rarely a deliberate move to exclude you; people are busy and sometimes make oversights. Giving people the benefit of the doubt and taking a proactive approach not only makes you a better collaborator but also someone people want to work with.
If you’ve done all you can and still find yourself sidelined, remember: it’s not you, it’s them — find a culture that will appreciate the value you bring. And if you’re facing pushback similar to what’s discussed in Nicole Alexandra Michaelis’ article, consider that some of the strategies outlined here may address some of those concerns.
Time to take action
It’s time to shift from a reactive stance to a proactive one. Let’s not wait for an invitation; let’s become an integral part of the team. Your next step? Start by evaluating your current projects. Are you clearly communicating your value? Are you measuring your impact? Make the changes where needed and take control of your influence.
What’s your experience with making a meaningful impact? Have you faced similar challenges or found effective strategies to make your voice heard? Share your thoughts in the comments below.
References
- Agility PR. (2022). Bad Connection: Study Finds Poor Communication Costs Businesses £1.2 Trillion Annually. Available at: https://www.agilitypr.com/pr-news/public-relations/bad-connection-study-finds-poor-communication-costs-businesses-1-2-trillion-annually/ (Accessed: 26th September 2023).
- Harvard Business Review. (2015). “75% of Cross-Functional Teams Are Dysfunctional.” Available at: https://hbr.org/2015/06/75-of-cross-functional-teams-are-dysfunctional (Accessed: 26th September 2023).
- Nielsen Norman Group. (2020). Three Myths About the ROI of UX. Available at: https://www.nngroup.com/articles/three-myths-roi-ux/ (Accessed: 26th September 2023).
- Ben David, Y. (2022). The Business of UX Writing. A Book Apart.
- Michaelis, N. A. (2022). ‘Why I No Longer Believe in Content Design’, UX Design.cc. Available at: https://uxdesign.cc/why-i-no-longer-believe-in-content-design-e71aeb5f060c (Accessed: 26th September 2023).
