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Rebuilding Your Mindset for the Future of Content Work [Tekom /TCWorld 2013]


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[A variant of my session from now with "The bright side of the NSA scandal!]
This session is about getting yourself ready for the future, whatever it may bring. Change is not something that we usually excel at in technical communications.

If we don’t update our thinking, content and methods, each new wave of technology puts us yet another step behind the curve. Even though tablets and smart phones have reached near ubiquity with professional users, most organisations do not have their people, processes, platforms or content ready for mobile delivery. Many are not even internet-ready. Today we’re bombarded by announcements of new content creation and consumption technologies that are wearable, social, dynamic or embedded directly in products.

Although we can talk about how to do something about it, before our content and processes can change, we must change. We must address what is actually holding us back: how we think about our content in the first place.

This session will provide a new and inspiring perspective on how you can and must work with content to be ready for the future. We’ll look at updating our processes, structures and the biases and habits that surround them.

Published in: Business, Technology
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Rebuilding Your Mindset for the Future of Content Work [Tekom /TCWorld 2013]

  1. 1. Rebuilding your mindset for the future of content work
  2. 2. Noz Urbina ~ Consultant/Trainer for Mekon Ltd. – – – – Content strategy, Technical Communications 10 years in content and mark-up Author Chairperson for Congility Events (
  3. 3. The challenge
  4. 4. Free, Social AR Smartphone App
  5. 5. Gesture control
  6. 6. BMW Augmented Reality
  7. 7. 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
  8. 8. Your best engineer anywhere Support Desk Field Engineer
  9. 9. What’s holding us back? THE MINDSET BARRIER
  10. 10. Silos in the Organisation Customer Needs
  11. 11. Our species once couldn’t translate 3D content to a 2D canvas
  12. 12. Don Yang, 950s Raphael, 1510
  13. 13. Customer experience is 4D 4th 1. Length 2. Width 3. Depth 1. 2. 3. 4. “Drill down” Progressive disclosure Multi-asset relationships / references Search/Social <-> Main content 4. Time 1. 2. Dynamic, real-time content Audience/context-specific content 2n 1st
  14. 14. We Conceive Content in 2D Marketing (HTML) ProdMan or TechComm (PDF)
  15. 15. Customer experience is 4D 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...
  16. 16. Twitter is a first-D platform ~ Each tweet provides the tips of various content “pyramids” you can drill into
  17. 17. Kindle in 4D – Task timing
  18. 18. Kindle in 4D – Social highlights
  19. 19. 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,
  20. 20. 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
  21. 21. Content modelling and the Android Design Principles THE ANSWER: CONTENT DESIGN
  22. 22. Simplify My Life ~ Only show me what I need when I need it
  23. 23. Embedded help
  24. 24. 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.
  25. 25. Enchant Me ~ Let me make it mine / Get to know me
  26. 26. Socially enabled across silos Let users build and share their own deliverables, for any format
  27. 27. Simplify My Life ~ Keep it brief
  28. 28. Simplify My Life ~ Pictures are faster than words
  29. 29.
  30. 30. Content strategy BRINGING IT ALL TOGETHER
  31. 31. Content Strategy More than words, more than tech Development efficiency & significant cost avoidance Brand Equity, regional markets & revenue channels Business Goals Enabling, Product data & Technical Content Persuasive, Sales & Marketing Content Unified Framework for Content Delivery, Measurement and Improvement
  32. 32. 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
  33. 33. @thecsbook BOOK DRAW!