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Why content designers matter more than ever

  • Writer: Pamela Minnoch
    Pamela Minnoch
  • 3 days ago
  • 2 min read

Because AI is changing how people interact with the web.


Users are asking questions in tools like ChatGPT and receiving instant, summarised answers pulled from across the internet. Often without visiting a site at all. So what does this mean?


It means:

  • Navigation doesn't matter if your content isn't clear

  • Design doesn't matter if your answers are buried

  • Traffic doesn't come if your site isn't structured for machines and people


And the people best placed to fix that? Content designers.


Content designers don't just write. They design understanding.

They:

  • Make complex things simple

  • Break down information into reusable, meaningful blocks

  • Structure content so it can be surfaced by AI and found by people

  • Bring empathy to digital services

  • Protect your brand from jargon, confusion, and inaccessibility


They are the bridge between what your users need and what internal systems or internal stakeholders say. And in a world where AI is skipping the interface and jumping straight to the answer, that bridge has never mattered more.


A team without a strong content designer is at risk of:

  • Creating pages that look great but go unseen

  • Launching services that confuse or overwhelm people

  • Missing out on AI visibility and search relevance

  • Losing trust because people can't use what they don't understand


At Paadia, we work with organisations that are starting to realise this. The shift is happening fast. And the teams that succeed next are the ones investing now in capability, especially in content.


Content design is no longer optional. It's essential.

If you're leading a digital team and you're not protecting, growing, and celebrating your content designers then start today.


Make sure they have:

  • A seat at the table

  • Decision-making authority

  • Access to the data

  • The backing to say "this needs to be rewritten" and be heard


Because they're not just writing words. They're building your front line.


Main message?

Design brings people in. Content keeps them there. And right now, content designers are leading the charge into an AI-powered digital future.


Are you giving your content designers the power, space, and support to lead?






 
 
 
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