Illustration of a person writing text on a computer.
Text content is king
The information created will primarily be shown through a web site. It will however also be used by AI models and other channels such as newsletters. The base of the content should because of this be the text. The heading should give the reader a hint of what the content is. The introduction should be a summary of the main content or an introduction to the main topic.
Assets as decorations
The text content could be decorated with assets such as images, video or CTA, Call To Action, areas. When the content is shown on a web page these assets will most often also be displayed. Hence decorate the page. In other cases the will not be included such as the situation where AI agents or search robots grab the information.
Viewing assets as decorations can help to know when to add assets. Focus on the text but feel free to add assets to make the page more readable for visitors of a web page. Add an image if it clarifies a complex content or add it to light up a web page. But don´t base the content on things shown in an image by itself. Everything that needs to be known should be presented as text.
Accessibility
Treating images and video as optional assets forces a good behavior when it comes to accessibility. When content is presented as text everyone can access it. Also people with screen readers. This means that if a video is the main content, a transcription of the video should always be the base of the main content.
Content is not HTML
From a technical point of view the content is not saved as HTML. It is saved as structured parts like a paragraph heading, asset and so on. This structured format makes it easy to distribute content to different channels. An effect of this is that the content in the editor should not be seen as a preview of how it will look. Each channel will present the content slightly different. The editor however givs a glance of how thing will look on a web page.