putting out fires with content strategy (stc academic sig)

Putting out fires with content strategy

John Collins •  View slides: bit.ly/STCASIG2014 •  Twitter: @jrc.collins (@scfr_pio) •  LinkedIn: www.linkedin.com/in/johncollins •  Personal: www.intersectUX.com/blog

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SPOKEN:  I  volunteer  w/  Shenandoah  County  Department  of  Fire  and  Rescue  as  the  public  informaCon  officer.  When  there’s  a  major  emergency  in  our  county,  I  work  with  chiefs  to  get  the  right  message  out  to  the  news  media  and  the  public.  I’m  not  a  firefighter,  but  the  posiCon  has  given  me  some  insights  that  led  to  this  presentaCon.  All  of  the  photos  here  are  photos  that  I’ve  taken.  

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[   ]  @jrc_collins

Building software is kind of like putting out a fire. Kind of.

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It’s hard.

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You can’t see all the problems.

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Things change quickly.

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Teamwork is required.

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Teamwork required; many roles

Software •  Product owner •  Project manager •  Interaction designer •  Visual designer •  Content strategist •  Software engineer •  QA engineer •  Technical writer •  Localization manager

Firefighting •  Incident commander •  Safety officer •  Public information officer •  Operations section chief •  Division supervisors •  Chauffeur/pump operator •  Chauffeur/ladder operator •  Nozzle •  Ventilation •  Search and rescue

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Good news!

It’s hard work, but not impossible.

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What’s the secret?

SPOKEN:  Firefighters  are  heroic,  yet  not  every  firefighter  runs  into  the  burning  building  while  civilians  run  out.  Not  every  firefighter  is  the  one  rescuing  babies  from  an  inferno.  Not  everyone  gets  to  be  the  chief  in  charge  of  the  emergency  response.    [   ]  

Unsung heroes on the team.

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Here’s to the pump operator!

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Here’s to the pump operator!

1 or more hoses?

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Here’s to the pump operator!

Small hoses or big?

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Here’s to the pump operator!

Water or foam?

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Here’s to the pump operator!

How many gallons per minute?

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Here’s to the pump operator!

Tank water or other water source?

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Content strategists are the pump operators.

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Content Strategy defined

The analysis and planning to develop a repeatable system that governs the management of content throughout the entire content lifecycle.

— Rahel Anne Bailie, The Language of Content Strategy

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Content Strategy defined

We define content strategy as: getting the right content to the right user at the right time.

— Kevin P. Nichols, SapientNitro

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Content Strategy defined

Planning for the creation, delivery, and governance of useful, usable content.

— Kristina Halvorson, Brain Traffic

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Content Strategy defined

[Content strategy means you deliver] the right information, to the right people, at the right time, on the right device, in the right format and language.

— Scott Abel, The Content Wrangler

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Content strategy puts content in the hoses.

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Content strategy sends the proper amount of content

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(not too little, not too much)

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Content strategy sends the proper content to the proper place.

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SPOKEN:  What  do  I  do  here?  Two  idenCcal  sentences,  a  third  that’s  similar  but  confusing,  and  no  “Log  in”  opCon  for  the  user.  And  a  comma  splice.  DON’T  MAKE  COMMA  SPLICES!  [   ]  

Wrong content! http://www.king5.com/story/news/local/2014/08/05/13362562/

35 SPOKEN:  Story  about  a  firefighCng  drill  gone  wrong  with  the  wrong  content  put  on  the  fire.  [   ]  

Content strategy makes sure there

will be enough content in the

future.

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What makes a successful UX

content strategist?

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Knowledge of: • User experience •  Software development • XML/HTML/CSS/other code •  Information architecture • Content management •  Localization @jrc_collins 39

Traits • Curiosity • Ability to handle negative

feedback • Ability to listen • Collaborative

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Skills •  English grammar •  Foreign language knowledge •  Storytelling • Communication • Negotiation •  Technologically savvy @jrc_collins 41

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How can academia help ?

Focus on: •  English •  Technical communication • Computer science •  Foreign language

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Fires happen.

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Be prepared. @jrc_collins 45

SPOKEN:  Know  how  to  be  the  one  who  puts  content  in  the  hoses,  sends  the  proper  amount  of  content,  gets  the  proper  content  to  the  proper  place,  and  makes  sure  there’s  enough  content  in  the  future.  [   ]  

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John Collins •  View slides: bit.ly/STCASIG2014 •  Twitter: @jrc.collins (@scfr_pio) •  LinkedIn: www.linkedin.com/in/johncollins •  Personal: www.intersectUX.com/blog