Putting out fires with content strategy

John Collins •  bit.ly/iddc14 •  @jrc.collins (@scfr_pio) •  www.linkedin.com/in/johncollins •  www.intersectUX.com/blog

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Building software is kind of like putting out a fire. Kind of.

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It’s hard.

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There are kinks to work out.

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You can’t see all the problems.

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Things change quickly.

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Teamwork is required.

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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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Good news!

It’s hard work, but not impossible.

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What’s the secret?

Unsung heroes on the team.

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Here’s to the pump operator!

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Here’s to the pump operator!

1 or more hoses?

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Here’s to the pump operator!

Small hoses or big?

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Here’s to the pump operator!

Water or foam?

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Here’s to the pump operator!

How many gallons per minute?

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Here’s to the pump operator!

Tank water or other water source?

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Content strategists are the pump operators

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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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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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Content Strategy defined

Planning for the creation, delivery, and governance of useful, usable content.

— Kristina Halvorson, Brain Traffic

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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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Content strategy puts content in the hoses.

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Content strategy sends the proper amount of content

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Content strategy sends the proper content to the proper place.

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Content strategy makes sure there

will be enough content in the

future.

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Wrong content! http://www.king5.com/story/news/local/2014/08/05/13362562/

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What makes a successful UX

content strategist?

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Knowledge of:

•  Software development • XML/HTML/CSS/other code •  Information architecture • Content management • User experience •  Localization

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Traits

• Curiosity • Ability to handle negative

feedback • Ability to listen • Collaborative

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Skills

•  English grammar •  Foreign language knowledge •  Storytelling •  Communication •  Negotiation •  Technologically savvy

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Technical writer or content strategist?

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Knowledge of:

•  Software development • XML/HTML/CSS/other code •  Information architecture • Content management • User experience •  Localization

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Knowledge of software dev

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XML/HTML/CSS/other code

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Information architecture

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Content management

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User experience

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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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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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Localization

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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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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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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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Content strategy puts content in the hoses.

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Content strategy sends the proper amount of content

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Content strategy sends the proper content to the proper place.

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Content strategy makes sure there

will be enough content in the

future.

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Fires happen.

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Will you be prepared? @jrc_collins 60

John Collins •  bit.ly/iddc14 •  @jrc.collins (@scfr_pio) •  www.linkedin.com/in/johncollins •  www.intersectUX.com/blog

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