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Content people
Who we are,
what we do, and
who we’re like

Auckland content strategy meetup
February 2014

Max Johns
@MxDE...
Hi. We’re all content people.
We’re meeting up about it and everything

But what does that actually mean, “content people”...
When do you need a content person?
When your audience isn’t getting what they need
When your processes are bad for quality...
What makes content people good at solving
that stuff?
A massive appetite for learning new stuff
A lot of happy and product...
Where do
content people
come from?
Richard Ingram:
Content strategy’s
well-trodden paths

richardingram.co.uk/2011/09/
con...
There is no
defining
characteristic of
content strategy
careers

richardingram.co.uk/2011/09/
content-strategys-well-trodd...
Last question: What do content people
make?
Stuff you can see
Processes
Results

Editorial guidelines
Publishing calendars...
When do you need a content person?
When your audience isn’t getting what they need
When your processes are bad for quality...
What makes content people good at solving
that stuff?
A massive appetite for learning new stuff
A lot of happy and product...
There is no
defining
characteristic of
content strategy
careers

richardingram.co.uk/2011/09/
content-strategys-well-trodd...
“There is no
defining
characteristic of
user experience
careers”

- Susan Farrell and
Jakob Nielson

nngroup.com/articles/...
Last question: What do content people
make?
Stuff you can see
Processes
Results

Researchguidelines
Editorial guidelines
P...
How did these two fields develop
separately, if they’re so similar?

Content
people
“Consumption” activities

Content
people
“Interaction” activities
But most stuff we do online actually both: “Read/write”
So, wait, we’re NOT just content people?
Content consumption is a part of the user experience.
Your work affects the whole...
That’s it.
Questions?

Or shall we just
go to the pub?

Auckland content strategy meetup
February 2014

Max Johns
@MxDEJ |...
Web content people - who we are, what we do, who we're like
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Web content people - who we are, what we do, who we're like

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Content strategist Max Johns spoke at UX New Zealand 2013, which got him thinking about how content strategists and user experience (UX) professionals have a lot in common: Our fields attract people from all sorts of backgrounds, and require curious minds and a huge amount of empathy for our audience.

This presentation, from February 2014's Auckland Content Strategy Meetup, shows how content people are a very varied group of people with a wide range of skills...just like UX people. Traditionally one area dealt with the "consumable" internet and one with the "interactive" internet, but that division has disappeared.

These days, UX and content strategy overlap more than they don't. The next step is to adopt each other's processes and learn each other's languages.

Published in: Career, Technology, Design
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  • Thanks @peter. In the talk that went along with these slides I discussed how I believe that one of the reasons UX and CS grew up separately was the apparent divide between interaction pages and consumption pages. There are fewer places where such a stark divide actually exists now, though, which is yet another reason to bring the two disciplines closer.
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  • Great presentation, though I believe UX goes beyond the limitations of 'interaction' opportunities only. The full scope of a user's experience is and should be considered within the frame of UX (just as it should be Content Strategy).
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Web content people - who we are, what we do, who we're like

  1. 1. Content people Who we are, what we do, and who we’re like Auckland content strategy meetup February 2014 Max Johns @MxDEJ | contentistheweb.com
  2. 2. Hi. We’re all content people. We’re meeting up about it and everything But what does that actually mean, “content people”? Let’s start with the problems that we can solve.
  3. 3. When do you need a content person? When your audience isn’t getting what they need When your processes are bad for quality When you’re trying to do too much, and need focus When it’s all just a bit crazy
  4. 4. What makes content people good at solving that stuff? A massive appetite for learning new stuff A lot of happy and productive working relationships Thorough knowledge of what your audience wants A strong understanding of your organisation’s purpose A strong set of digital skills
  5. 5. Where do content people come from? Richard Ingram: Content strategy’s well-trodden paths richardingram.co.uk/2011/09/ content-strategys-well-trodden-paths/
  6. 6. There is no defining characteristic of content strategy careers richardingram.co.uk/2011/09/ content-strategys-well-trodden-paths/
  7. 7. Last question: What do content people make? Stuff you can see Processes Results Editorial guidelines Publishing calendars Sign-off procedures Words Pictures Videos Visits Clicks Conversions Satisfaction
  8. 8. When do you need a content person? When your audience isn’t getting what they need When your processes are bad for quality When you’re trying to do too much, and need focus When it’s all too much
  9. 9. What makes content people good at solving that stuff? A massive appetite for learning new stuff A lot of happy and productive working relationships Thorough knowledge of what your audience wants A strong understanding of your organisation’s purpose A strong set of digital skills
  10. 10. There is no defining characteristic of content strategy careers richardingram.co.uk/2011/09/ content-strategys-well-trodden-paths/
  11. 11. “There is no defining characteristic of user experience careers” - Susan Farrell and Jakob Nielson nngroup.com/articles/ux-career-advice/
  12. 12. Last question: What do content people make? Stuff you can see Processes Results Researchguidelines Editorial guidelines Publishing calendars Personas Prototyping methods Sign-off procedures Words Pages Pictures Designs Interfaces Videos Visits Clicks Conversions Satisfaction
  13. 13. How did these two fields develop separately, if they’re so similar? Content people
  14. 14. “Consumption” activities Content people
  15. 15. “Interaction” activities
  16. 16. But most stuff we do online actually both: “Read/write”
  17. 17. So, wait, we’re NOT just content people? Content consumption is a part of the user experience. Your work affects the whole thing. Be responsible for an experience, not just for stuff you can see. Think about “audience experience” And next time you meet a UX person, invent a cool secret handshake for us.
  18. 18. That’s it. Questions? Or shall we just go to the pub? Auckland content strategy meetup February 2014 Max Johns @MxDEJ | contentistheweb.com

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