Putting out fires with content strategy
John Collins • bit.ly/iddc14 • @jrc.collins (@scfr_pio) • www.linkedin.com/in/johncollins • www.intersectUX.com/blog
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Building software is kind of like putting out a fire. Kind of.
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It’s hard.
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There are kinks to work out.
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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?
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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Content strategy sends the proper content to the proper place.
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Content strategy makes sure there
will be enough content in the
future.
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Wrong content! http://www.king5.com/story/news/local/2014/08/05/13362562/
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What makes a successful UX
content strategist?
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Knowledge of:
• Software development • XML/HTML/CSS/other code • Information architecture • Content management • User experience • Localization
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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
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Technical writer or content strategist?
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Knowledge of:
• Software development • XML/HTML/CSS/other code • Information architecture • Content management • User experience • Localization
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Knowledge of software dev
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XML/HTML/CSS/other code
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Information architecture
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Content management
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User experience
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User experience
• Move to the beginning of the software development process. How? – Positive relationships with UX team – Learn (and use) the lingo of UX – Learn (and use) the tools of UX
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User experience
• Move to the beginning of the software development process. How? – Constructive suggestions to user flows
or interactions that could be improved – Volunteer to write UI text – Help with user testing
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Localization
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Localization
• Remember that not all of your users will speak English. • Advocate for non-English users. – In content structure – In interface design
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Freebie: Analytics and data
• Get analytics in place and start quantifying your work. • Be ready to change once the data
starts coming in.
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Freebie: SEO and ASO
• Search engine optimization (SEO) – You care about your content. Make
sure others can find it. • App store optimization (ASO) – ASO is hot like SEO once was. Give
your app a fighting chance in a tough marketplace.
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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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Content strategy sends the proper content to the proper place.
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Content strategy makes sure there
will be enough content in the
future.
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Fires happen.
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Will you be prepared? @jrc_collins 60
John Collins • bit.ly/iddc14 • @jrc.collins (@scfr_pio) • www.linkedin.com/in/johncollins • www.intersectUX.com/blog
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