7 Ways to Write for Content Reuse Even Before You Have Structured Content Authoring

Structured content authoring in pharma requires authors to think about content as a set of building blocks of information rather than as full documents or other deliverables. Even after you have made this shift in mindset, it can take some time to develop the skills that enable you to write for content reuse and automation. It takes some training and some practice to solidify these new habits.

Structured writing in pharma is based on the principles of consistency and clarity. These principles do not depend on technology. Medical and scientific writers can practice writing for reuse even before the organization adopts a structured content authoring system.

The following guidelines provide a starting place for thinking about your content differently. They are not an exhaustive list of everything writers must do as part of the transformation to structured content. However, they will help you build your skills and deepen your understanding of why structure requires us to change how we write.

The seven ways to write for content reuse are:

1. Think in components
2. Think reuse first
3. Keep components focused
4. Use consistent terms
5. Avoid dependent language
6. Use pronouns carefully
7. Use short sentences

READ MORE: Don’t make these mistakes when moving to structured content! 

#1 Think in Components

Write to produce reusable components of information that can be inserted anywhere that information is needed.

You may want to collaborate with your co-authors first, to determine a common structure everyone will write to. For example, you might agree to start every safety-related component with a “thesis statement” paragraph that summarizes the key point of that component. This paragraph could then be reused into a summary of clinical safety document.

#2 Think Reuse First

Before you write new content, consider whether the information already exists. Without a structured content authoring system, you still have to copy and paste the information. You may also have to tweak it so that it flows in context.

Try to write information such that another author could use copy/paste to “reuse” the content without tweaking it. When content is written for reuse, there should be no need to tweak the information when you reuse it.

The important thing is to start with the idea of reusing existing information. With a structured content authoring system, much of this content reuse can be automated in various ways. At that point, you can focus on writing new content rather than creating or revising redundant content.

#3 Keep Components Focused

Focus on each component to convey a single idea. Shorter, focused components have more reuse potential than longer, detailed components.

WATCH NOW: How structured content can save you time and money

#4 Use Consistent Terminology

Consistent terminology helps components flow together when they are reused. Consistent terminology also improves findability and comprehension.

This simple change makes a big difference to readers and reviewers of the information. Inconsistent terminology creates friction as readers wonder “Does this term mean the same thing as that term?” Inconsistent terminology can also cause misunderstandings as readers assume a new term has a different meaning than a term used elsewhere in the content.

In the unlikely event that your organization does not have a terminology standard in place, you can still collaborate with your co-authors to identify allowed and prohibited terminology for your content deliverables.

#5 Avoid Dependent Language

Phrases such as “previously,” “currently,” or “see below” prevent content from being reused in other contexts.

One change in moving to a structured content authoring system is that you must rely on the technology to populate navigation elements such as section numbering and cross-reference links. You may make more frequent use of headings, table titles, figure titles, and cross-references rather than dependent language.

You may also trust your reader to use the various forms of digital navigation to find related content rather than directing them away from the content they are currently reading. Digital navigation includes bookmarks, tables of contents, breadcrumbs, document search, chapter-level tables of contents, hyperlinked index entries, and more.

Note that cross-references also inhibit content reuse if placed in the middle of reusable content. Pharma content tends to overuse cross-references, mostly out of an earnest attempt to ensure the reviewer has all the information they need. You’ll develop a strategy for handling cross-references as part of your adoption of a structured content authoring system.

READ MORE: Take these steps to implement AI into your content ecosystem 

#6 Use Pronouns Carefully

Ensure all pronouns have clear antecedents within the component to ensure clarity everywhere the component is reused. One way to develop this skill is to include a noun at every time you use “this,” “these,” “those,” and “it.” Here are some examples:

#7 Use Short Sentences

Short, direct sentences help create focused components. Shorter sentences are easier to understand for professional and lay audiences alike.

Preparing for Structured Content Authoring in Pharma

A structured content ecosystem provides ample opportunities to use templates, content reuse, and other content automation to help large teams of authors produce consistent, clear content over the full lifespan of a drug product. However, even before the system is in place, authors can start writing with reuse in mind.

Writing reusable content is one of the keys to successful structured content authoring in pharma. Medical and scientific writers need to build new habits about how they organize and write information. It takes some training and some practice to solidify these new habits, but any good writer can master them.

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Regina Lynn Preciado

Senior Director of Content Strategy Solutions at Content Rules, Inc.

Regina Lynn Preciado is the Senior Director of Content Strategy Solutions at Content Rules. She leads content strategy teams to help our customers adopt structured content successfully. Whether the business objective is to implement content reuse and automation, deliver personalized experiences at scale, or prepare for natural language generation and AI, Regina has helped organizations of all sizes make content work for people (instead of the other way around). She lives a dogspotting lifestyle.

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