Comms and content might seem like interchangeable terms, but they’re different in purpose, audience, and execution.

If you’re wondering why I’m wondering why I’m wearing a t-shirt that tells you this in 2 words and a symbol, read T-Shirts, slogans and universal truths of content design.

Comms: Speaking outwards

Comms is about broadcasting messages from inside the organisation to the outside world. It’s about telling people what the organisation is doing, shaping narratives, and managing reputations. Think press releases, media statements, corporate social media updates, and newsletters.

Comms professionals are brilliant at:

• grabbing your attention with clear, authoritative messaging
• managing public perception
• engaging with press
• crisis communication and brand reputation management
• ensuring consistency in corporate messaging across channels.

Their role is often reactive - responding to external events, news cycles, or public sentiment - as well as proactive, pushing strategic messages at key moments. It’s about control: setting the tone and steering the conversation in the right direction.

Content: Bringing users in via ‘jobs to be done’

Content, on the other hand, is created for people outside the organisation who are looking for something specific. It’s user-centered and created around what the user was trying to achieve when they come to us. Whether it’s a help article, a product page, or an instructional video, content is designed to solve a problem, answer a question, or help someone complete a task.

Content designers and strategists focus on:

• understanding user needs and behaviours
• structuring information so it’s easy to find and use
• writing in plain language for clarity and accessibility
• designing intuitive digital experiences
• iterating based on research and data.

Good content is quiet. It doesn’t draw attention to itself. If it works well, users don’t even think about it; they just get what they need and move on.

Different skills, different mindsets

The differences between comms and content aren’t just theoretical. They require different skill sets and mindsets. Comms professionals are storytellers, strategists, and reputation managers. They know how to craft compelling narratives and navigate corporate or political sensitivities. Content professionals, meanwhile, are user advocates, information architects, and problem solvers. They think in terms of journeys, flows, and usability rather than headlines and press cycles.

That’s why, despite both working with words, content people and comms people aren’t interchangeable. I’m a content designer, and I’d be rubbish at comms. I don’t want to spin a corporate message or handle a PR crisis. My focus is on making sure users can find and understand the information they need without friction.

Why this matters

When people in organisations confuse comms and content, they risk failing at both. If comms people are put in charge of content, it can become too focused on messaging rather than usability. If content people are expected to do comms, the messaging may lack strategic impact. Or sparkle.

Both functions are essential — but they need to be understood and resourced separately. If you’re building a team or hiring for these roles, recognise the difference. And if you’re working in content or comms, know where your strengths lie and where you might struggle.

I love working with brilliant comms folk, because I stand in awe of the way they can stop that scroll to bring users into my invisible content. When comms and content people know our strengths and how to work together, there’s no stopping us.