By understanding that people online don't look at anything in isolation and their behaviour isn't linear, you're building a robust model that caters for everyone's needs at the point they're triggered into interacting with your brand, either passively or actively.

So they're never lost in the journey and always get to their destination from Connection, Capture, Choice and Conversation to achieve strategic and commercial goals, as well as positive outcomes for your audience.

Benefits include:

Content-led design means the templates and components on your website or app are optimised to host the most important items across your digital estate, the content.

Make copy discoverable and scannable, plus improve interaction with the ability to have the right content, in the right place, at the right time and in the right format. For that to happen, content needs to be at the forefront of digital transformation, from choosing the platform to building functionality.

Interaction Thinking puts the whole journey at the centre of digital design by ensuring that not only does the website function, but also people using it have a joyous experience.

And as it pulls together all the functions, you get efficiencies in messaging, reduce duplication of content and effort and build tighter teams with a definite remit.

Consistency in messaging and output leads to better outcomes. This is achieved through Interaction Thinking.

It also means there won't be wasted effort and budget on building functionality or creating social media content that doesn't perform because it's hidden or doesn't resonate with what the business says or does.

Every word works hard for your business. And by using AI, Interaction Thinking means your business raises the game to inspire innovation and disruption.

Anything you create needs thinking about.

You can't build a house without an architect to ensure it meets basic standards and regulations.

But architects can also elevate a build and think of features that make everyday living a joy.

This is what Content Experience Architects do by bringing together content disciplines, like user experience (UX) and SEO writing, content design, content strategy and copywriting, to join up online design with marketing activity to create a holistic, cohesive and immersive experience of the content as people move from platform to platform, and format to format to reach a positive outcome.

By using the Interaction Thinking framework, Content Experience Architects bring together Connection, Capture, Choice and Conversation content that caters for every interaction between an individual and a business.

Design Thinking only looks at a small feature that needs to be built to improve the customer experience (CX); it doesn't take into account how people will find or value it, which could add to the company's bottom line as a defining feature that could tip a wavering prospect into a customer.

Government Digital Service (GDS) guidelines disregard a business' need to differentiate through branding, be competitive and promote products/services, as GDS needs to be accessible and inclusive, as it's for everyone, for it is an essential service without competitors. Using these guidelines as a Bible to content means you create accessible content that doesn't meet commercial targets, as the behavioural science needed for conversion and influence is disregarded.

Both of these models undervalue the core skills needed in all journeys, commercial linguistics, aka strategic writing.

It is this which provides a business with a unique tool to capture audiences and guide them to positive outcomes.

Without language, data, tech and design would be obsolete. So Content Experience Architecture needs to be central to all digital design and marketing functions.

Thinking and creating content that appeals to the Human (Connection to needs, wants), Head (Choice to think), Heart (Capture to feel emotion), and Hand (Conversation to action) moves people to make the right decisions and, therefore, generates revenue, creates efficiencies, and encourages loyalty for a business.