rebuilding your mindset for the future of content work [tekom /tcworld 2013]

@nozurbina #tcworld #tekom

Rebuilding your mindset for the future of content work

Noz Urbina, Consultant

noz.urbina@mekon.com

@nozurbina

@nozurbina #tcworld #tekom

Noz Urbina

~ Consultant/Trainer for Mekon Ltd.– Content strategy, Technical Communications– 10 years in content and mark-up– Author– Chairperson for Congility Events (congility.com)

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The challenge

Google Glass

Samsung

Smartwatch

Smart TVs

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EyeTap

Vuzix M100

Recon Jet

Epson Moverio (on sale)

Telepathy One

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Free, Social AR Smartphone App

AurasmaGenerat

ed

Reality

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Gesture control

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BMW Augmented Reality

Generat

ed

Reality

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Combined solutions

~ Two engineers (one onsite, one at a desk) +~ Augmented reality headsets +~ High quality gesture control +~ Large displays +~ The cloud +~ Extranet content +

= Your best engineer anywhere

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Your best engineer anywhere

Support Desk

Interaction

Content

Speech

Video

Field Engineer

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THE MINDSET BARRIERWhat’s holding us back?

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Tech

nic

al

Docu

men

tati

on

Silos in the Organisation

Customer Needs

Product Development

Mark

eti

ng

Train

ing

Su

pp

ort

/Serv

ice

Pro

du

ct

Mg

mt

The customer doesn’t care about your org chart!

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Our species once couldn’t translate 3D content to a 2D canvas

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Don Yang, 950s Raphael, 1510

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Customer experience is 4D

1. Length 2. Width3. Depth

1. “Drill down”2. Progressive disclosure3. Multi-asset relationships /

references4. Search/Social <-> Main content

4. Time1. Dynamic, real-time content2. Audience/context-specific content

12

3

6

9

1st

2nd

3rd

4th

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4

ProdMan or

TechComm (PDF)

1

Marketing (HTML)

2

3

We Conceive Content in 2D

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AuthoredAggregated/

Generated?Authored

“I’d like an answer now please”

(14: 25 Sep 26, 2013) All publishing is now database

publishing

Watch my blog for more detail... Lessoworkmoreflow.blogspot.com

Customer experience is 4D

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Twitter is a first-D platform

~ Each tweet provides the tips of various content “pyramids” you can drill into

#elearning @tomspk Congility

2013

ILT

Magazine

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Kindle in 4D – Task timing

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Kindle in 4D – Social highlights

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How we create meaning

We compare each individual situation…… with personal past experience…… by matching…Mental models~ Semi-consciously selected, incomplete images~ What (we think) we understand of the world~ How we face the world: Options? Solutions?

Confidence?

Kai Weber, http://bit.ly/kai_meaning

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The biggest barrier

~ Our mental models of content are going out of date– Our flat, 2D models of content don’t map to the

4D world of customers

~ User expectations are driven by the world they live in, not (just) what we publish to them

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THE ANSWER:CONTENT DESIGN

Content modelling and the Android Design Principles

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"Aggregated

metadata can

be more

revealing

than

content.“

– J. Kirk

Wiebe & Bill

Binney

"Not looking

at content...

sifting

through

metadata“

– Barak

Obama

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The public now

touches metadata

every day

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Simplify My Life

~ Only show me what I need when I need it

http://bit.ly/noz_droid

http://bit.ly/noz_droid

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Info

Vie

w

1

2

Help

View

Embedded help

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Proactive assistance

~ Timed appropriately for my skills and context– UI item descriptions– Field validation guidance (number or date formats; where

the user can find the data; banned characters)– Concept short descriptions– Terminology / Glossary– Wizard introductions– Lists of related help tasks

~ Could be replace (or at least reuse to/from) traditional help or manuals.

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Enchant Me

~ Let me make it mine / Get to know me

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Socially enabled across silos

Comments

In-line discussion

Page discussion

Community

and

Personal

data

Bookmark/Download

Let users build and

share their own

deliverables, for

any format

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Simplify My Life

~ Keep it brief

http://bit.ly/noz_droid

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Simplify My Life

~ Pictures are faster than words

http://bit.ly/noz_droid

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Ifixit.com

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BRINGING IT ALL TOGETHER

Content strategy

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Content Strategy

Development efficiency &

significant cost avoidance

Unified Framework for Content

Delivery, Measurement and Improvement

Brand Equity, regional markets

& revenue channels

Content

Strategy

Business

Goals

Enabling,

Product data &

Technical Content

Persuasive,

Sales &

Marketing Content

More than words, more than tech

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Final Take-Aways

~ Don't think about your year at the expense of your career

~ We are responsible for the whole customer experience

~ We have to collaborate~ Structuring content gives it agility

– You’re not making deliverables. You’re making content that might be expressed in many, many deliverables

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BOOK DRAW!

@thecsbookthecontentstrategybook.com