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Putting Out Fires with Content Strategy (InfoDevDC meetup)

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You’ve probably heard – or said – something like “All I did today at work was put out fires.” We’ve all been there. We don’t want fires, but they happen. So, let’s see how content strategy helps put out fires in software development, and what you can do to transition from a technical writing role to a content strategy role.

Presented at the InfoDevDC meetup on Dec. 9, 2014 (http://www.meetup.com/InfoDevDC/events/212733712/)

Published in: Marketing, Design

Putting Out Fires with Content Strategy (InfoDevDC meetup)

  1. Putting out fires with content strategy
  2. John Collins • bit.ly/iddc14 • @jrc.collins (@scfr_pio) • www.linkedin.com/in/johncollins • www.intersectUX.com/blog 2
  3. Building software is kind of like putting out a fire. Kind of. @jrc_collins 3
  4. It’s hard. @jrc_collins 4
  5. There are kinks to work out. @jrc_collins 5
  6. You can’t see all the problems. @jrc_collins 6
  7. Things change quickly. @jrc_collins 7
  8. Teamwork is required. @jrc_collins 8
  9. 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 @jrc_collins 9
  10. Good news! It’s hard work, but not impossible. @jrc_collins 10
  11. What’s the secret? @jrc_collins 11
  12. Unsung heroes on the team. @jrc_collins 12
  13. Here’s to the pump operator! @jrc_collins 13
  14. Here’s to the pump operator! 1 or more hoses? @jrc_collins 14
  15. Here’s to the pump operator! Small hoses or big? @jrc_collins 15
  16. Here’s to the pump operator! Water or foam? @jrc_collins 16
  17. Here’s to the pump operator! How many gallons per minute? @jrc_collins 17
  18. Here’s to the pump operator! Tank water or other water source? @jrc_collins 18
  19. Content strategists are the pump operators @jrc_collins 19
  20. 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 @jrc_collins 20
  21. Content Strategy defined We define content strategy as: getting the right content to the right user at the right time. — Kevin P. Nichols, SapientNitro @jrc_collins 21
  22. Content Strategy defined Planning for the creation, delivery, and governance of useful, usable content. — Kristina Halvorson, Brain Traffic @jrc_collins 22
  23. 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 @jrc_collins 23
  24. Content strategy puts content in the hoses. @jrc_collins 24
  25. @jrc_collins 25
  26. 26
  27. @jrc_collins 27
  28. 28
  29. Content strategy sends the proper amount of content @jrc_collins 29
  30. @jrc_collins 30
  31. @jrc_collins 31
  32. Content strategy sends the proper content to the proper place. @jrc_collins 32
  33. @jrc_collins 33
  34. @jrc_collins 34
  35. Content strategy makes sure there will be enough content in the future. @jrc_collins 35
  36. @jrc_collins 36
  37. http://www.king5.com/story/news/local/2014/08/05/13362562/ Wrong content! @jrc_collins 37
  38. What makes a successful UX content strategist? @jrc_collins 38
  39. Knowledge of: • Software development • XML/HTML/CSS/other code • Information architecture • Content management • User experience • Localization @jrc_collins 39
  40. Traits • Curiosity • Ability to handle negative feedback • Ability to listen • Collaborative @jrc_collins 40
  41. Skills • English grammar • Foreign language knowledge • Storytelling • Communication • Negotiation • Technologically savvy @jrc_collins 41
  42. Technical writer or content strategist? @jrc_collins 42
  43. Knowledge of: • Software development • XML/HTML/CSS/other code • Information architecture • Content management • User experience • Localization @jrc_collins 43
  44. Knowledge of software dev ✓ @jrc_collins 44
  45. XML/HTML/CSS/other code ✓ @jrc_collins 45
  46. Information architecture ✓ @jrc_collins 46
  47. Content management ✓ @jrc_collins 47
  48. User experience ? @jrc_collins 48
  49. 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 @jrc_collins 49
  50. 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 @jrc_collins 50
  51. Localization ? @jrc_collins 51
  52. Localization • Remember that not all of your users will speak English. • Advocate for non-English users. – In content structure – In interface design @jrc_collins 52
  53. Freebie: Analytics and data • Get analytics in place and start quantifying your work. • Be ready to change once the data starts coming in. @jrc_collins 53
  54. 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. @jrc_collins 54
  55. Content strategy puts content in the hoses. @jrc_collins 55
  56. Content strategy sends the proper amount of content @jrc_collins 56
  57. Content strategy sends the proper content to the proper place. @jrc_collins 57
  58. Content strategy makes sure there will be enough content in the future. @jrc_collins 58
  59. Fires happen. @jrc_collins 59
  60. Will you be prepared? @jrc_collins 60
  61. John Collins • bit.ly/iddc14 • @jrc.collins (@scfr_pio) • www.linkedin.com/in/johncollins • www.intersectUX.com/blog 61

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