Transcript
Page 1: Web content people - who we are, what we do, who we're like

Content people

Max Johns@MxDEJ | contentistheweb.com

Who we are,what we do,

andwho we’re like

Auckland content strategy meetupFebruary 2014

Page 2: Web content people - who we are, what we do, who we're like

Hi. We’re all content people.

But what does that actually mean, “content people”?

Let’s start with the problems that we can

solve.

We’re meeting up about it and everything

Page 3: Web content people - who we are, what we do, who we're like

When do you need a content person?

When it’s all just a bit crazy

When your audience isn’t getting what they need

When you’re trying to do too much, and need focus

When your processes are bad for quality

Page 4: Web content people - who we are, what we do, who we're like

What makes content people good at solving that stuff?

A strong understanding of your organisation’s purpose

A massive appetite for learning new stuff

Thorough knowledge of what your audience wants

A lot of happy and productive working relationships

A strong set of digital skills

Page 5: Web content people - who we are, what we do, who we're like

Where do content people come from?

Richard Ingram: Content strategy’s well-trodden paths

richardingram.co.uk/2011/09/content-strategys-well-trodden-paths/

Page 6: Web content people - who we are, what we do, who we're like
Page 7: Web content people - who we are, what we do, who we're like

There is no defining

characteristic of content strategy careers

richardingram.co.uk/2011/09/content-strategys-well-trodden-paths/

Page 8: Web content people - who we are, what we do, who we're like

VisitsClicks

ConversionsSatisfaction

Last question: What do content people make?

Stuff you can see

Results

Processes

WordsPictures

VideosEditorial guidelines

Publishing calendarsSign-off procedures

Page 9: Web content people - who we are, what we do, who we're like

When do you need a content person?

When it’s all too much

When your audience isn’t getting what they need

When you’re trying to do too much, and need focus

When your processes are bad for quality

UX expert

Page 10: Web content people - who we are, what we do, who we're like

What makes content people good at solving that stuff?

A strong understanding of your organisation’s purpose

A massive appetite for learning new stuff

Thorough knowledge of what your audience wants

A lot of happy and productive working relationships

A strong set of digital skills

UX experts

Page 11: Web content people - who we are, what we do, who we're like

There is no defining

characteristic of content strategy careers

richardingram.co.uk/2011/09/content-strategys-well-trodden-paths/

Page 12: Web content people - who we are, what we do, who we're like

nngroup.com/articles/ux-career-advice/

“There is no defining

characteristic of user

experience careers”- Susan Farrell

and Jakob Nielson

Page 13: Web content people - who we are, what we do, who we're like

WordsPictures

VideosEditorial guidelines

Publishing calendarsSign-off procedures Visits

ClicksConversionsSatisfaction

Last question: What do content people make?

Stuff you can see

Results

Processes

PagesDesigns

InterfacesResearch guidelines

PersonasPrototyping methods

UX experts

Page 14: Web content people - who we are, what we do, who we're like

How did these two fields develop separately, if they’re so similar?

Content people UX experts

Page 15: Web content people - who we are, what we do, who we're like

Content people

“Consumption” activities

Page 16: Web content people - who we are, what we do, who we're like

UX experts

“Interaction” activities

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But most stuff we do online actually both: “Read/write”

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So, wait, we’re NOT just content people?

And next time you meet a UX person, invent a cool secret handshake for us.

Content consumption is a part of the user experience. Your work affects the whole thing.

Think about “audience experience”

Be responsible for an experience, not just for stuff you can see.

Page 19: Web content people - who we are, what we do, who we're like

That’s it.

Max Johns@MxDEJ | contentistheweb.com

Questions?

Or shall we just go to the pub?

Auckland content strategy meetupFebruary 2014


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