Why Good Content Needs Even Greater UX

Gabriella Mascia
The CUBI model is a great visual example of the working relationship between UX, content and wider business goals
  1. Before you start a project, ensure that you have the right infrastructure to do the content justice — think about where it will sit onsite, how users will find it, where it will link to and whether you have the manpower to execute this properly.
  2. Page experience is key — this includes technical features like load-time as well as the look and feel of your content. UI design should act as an extension of the information on the page.
  3. Always consider the user’s end goal when developing your internal linking strategy — where do you want them to end-up, and what’s the most helpful way to get them there? Remember that this will not always be the quickest route to conversion, but what’s most useful to the user.
  4. Don’t just “hand-off” articles once they’re ready to be built onsite — work alongside your dev team to ensure internal links are in-place and any creative considerations are outlined beforehand for streamlined implementation.
  5. Once an article is live, think of it as an asset, not a finished product. Keep upcycling your page with new internal links, assets and information as your website and services — and Google — evolve.



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Curated Digital

Curated Digital

Clever digital marketing for ambitious brands. Founded by an ex-Googler, based in London.