Sarah Winters (internationally renowned leader and founder of Content Design London) and content designer Rachel Edwards explain how to use content design techniques to make your content better for your users, and your organisation. They explain:what content design is, why content design is different from other types of writing, how to use data and evidence to create good content, who to involve in content creation. Using real-world and imagined examples, this practical guide supports you through the content design process one step at a time. This second edition includes updated case studies and a new chapter on journey mapping. Chapter 1: Why content design mattersChapter 2: The science of readingChapter 3: Content discovery and researchChapter 4: User stories and job storiesChapter 5: Journey mappingChapter 6: Bringing your organisation with youChapter 7: Designing contentChapter 8: Writing contentChapter 9: Pair writingChapter 10: CritsChapter 11: Finished pages