What is the Heart of Steel?
The Heart of Steel is a monumental sculpture in Yorkshire in the shape of a heart. Donate to the British Heart Foundation and your name, or the name of someone you love, can be written on the Heart. Donations help fund our research into cures and treatments for heart and circulatory diseases, which kill 1 in 4 people in the UK. So far so good. My job was to work out how we could effectively tell the story of the Heart on the BHF website? To do that, I applied content design principles to the problem.
Content design starts with the user
Content design doesn’t mean writing good web copy. Instead it means putting yourself in the users’ shoes and producing content that is focused on what they need to know, not what you want to say. It’s true that you might meet your users’ need through written copy, but sometimes a video or graphic is best. To create a user-led content strategy for the Heart of Steel, I followed the BHF’s content production model
Why do you need this content and who is it for?
The Heart of Steel product owner brought representatives from across the business, such as marketing and digital for a kick off meeting. The rationale for the content was presented, KPIs and deadlines were set, and roles and responsibilities were defined.