The document discusses the role of content strategy in software development and how it is similar to firefighting. Content strategists are like "pump operators" who ensure the right content gets to the right users. The document outlines the skills and knowledge needed for a content strategy role, including an understanding of software development, information architecture, user experience, and localization. It emphasizes the importance of collaborating with other teams and using data and analytics to continually improve content strategies.

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
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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.
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6. You can’t see all the problems.
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7. Things change quickly.
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8. Teamwork is required.
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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
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10. Good news!
It’s hard work, but
not impossible.
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11. What’s the secret?
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12. Unsung heroes
on the team.
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13. Here’s to the
pump operator!
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14. Here’s to the
pump operator!
1 or more hoses?
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15. Here’s to the
pump operator!
Small hoses
or big?
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16. Here’s to the
pump operator!
Water or foam?
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17. Here’s to the
pump operator!
How many gallons
per minute?
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18. Here’s to the
pump operator!
Tank water or other
water source?
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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
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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
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22. Content Strategy defined
Planning for the
creation, delivery, and
governance
of useful, usable content.
— Kristina Halvorson,
Brain Traffic
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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
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24. Content strategy
puts content in the
hoses.
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25. @jrc_collins 25

26. 26

27. @jrc_collins 27

28. 28

29. Content strategy sends
the proper amount
of content
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30. @jrc_collins 30

31. @jrc_collins 31

32. Content strategy sends
the proper content to
the proper place.
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33. @jrc_collins 33

34. @jrc_collins 34

35. Content strategy
makes sure there
will be enough
content in the
future.
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36. @jrc_collins 36

37. http://www.king5.com/story/news/local/2014/08/05/13362562/
Wrong content!
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38. What makes a
successful UX
content strategist?
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39. Knowledge of:
• Software development
• XML/HTML/CSS/other code
• Information architecture
• Content management
• User experience
• Localization
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40. Traits
• Curiosity
• Ability to handle negative
feedback
• Ability to listen
• Collaborative
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41. Skills
• English grammar
• Foreign language knowledge
• Storytelling
• Communication
• Negotiation
• Technologically savvy
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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
✓
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45. XML/HTML/CSS/other code
✓
@jrc_collins 45

46. Information architecture
✓
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47. Content management
✓
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48. User experience
?
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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
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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
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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
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53. 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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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.
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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
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