Writing effectively for interactive platforms requires you to be both creative and a tech geek. There is no either/or here. The writer must understand user experience (UX), information architecture (IA), and content strategy (CS). And the writer must know technology.
In short, you have to be a geek, and you have to know how to write and structure copy that compels and content that communicates. There’s a lot going on, but it’s exciting. It’s also a challenging frontier where new PC, smartphone, tablet, social, or other interactive technologies are introduced on a near-daily basis.
A digital content writer has to live and breathe digital.
Assignment: Build a national brand website for a female college-age demographic. Make the experience highly interactive.
Challenge: This consumer brand wanted to shake things up in an otherwise mostly traditional industry. The site had to be fun, engaging, look great, and, most importantly, offer many interaction points and useful tools for the user.
Content Solution: Working closely with design and development teams, we created a content outline and information architecture that included ideas for up to ten interactive tools, a CRM program, and general product information. Once the outline was approved, design and copy worked tirelessly to create a visual and textual tone that was stylish, fun, and in-sync with the target. The manuscript defined placement of navigation, interactive elements (and what they did when clicked), callouts, linking strategy, and global elements as well as on-page search engine optimization (SEO).
Assignment: Write an iPhone app for a major new brand launch that would help consumers use the product effectively on a daily basis.
Challenge: This international brand was launching in several countries, and the app was to be based on British English, so language sensitivities were important. The product was a prescription-only drug, so regulatory reviews were also a concern. Finally, building an iPhone app from scratch was a new endeavor for the team.
Content Solution: The manuscript used appropriate words and turns of phrase in the app copy to ensure user comprehension and comfort. Following Apple app guidelines closely, the manuscript also defined user touch interactions, help content, and logic. The manuscript functioned as the primary resource for the team in terms of defining interactions, content, use scenarios, and user flow.