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Rejigging your mindset for the future of content work

Noz Urbina, Consultantnoz.urbina@mekon.com

@nozurbina

@nozurbina #tcuk13

Noz Urbina

~ Consultant/Trainer for Mekon Ltd.– Content strategy, Technical Communications– 10 years in content and mark-up– Author– Chairperson for Congility Events (congility.com)

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The challenge

Google

Glass

Samsung

Smartwatc

h

Smart TVs

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EyeTap

Vuzix M100

Recon Jet

Epson Moverio (on sale)

Telepathy One

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Free, Social AR Smartphone App

Aurasma

Generat

ed

Reality

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Gesture control

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BMW Augmented Reality

Generat

ed

Reality

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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

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Your best engineer anywhere

Support Desk

InteractionInteraction

ContentContent

SpeechSpeech

VideoVideo

Field Engineer

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THE MINDSET BARRIERWhat’s holding us back?

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Silos in the Organisation

Customer Needs

The customer doesn’t care about

your org chart!

The customer doesn’t care about

your org chart!

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Our species once couldn’t translate 3D content to a 2D canvas

Our species once couldn’t translate 3D content to a 2D canvas

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Don Yang, 950s Raphael, 1510

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Customer experience is 4D

1. Length 2. Width3. Depth

1. “Drill down”2. Progressive disclosure3. Multi-asset relationships /

references4. Search/Social <-> Main content

4. Time1. Dynamic, real-time content2. Audience/context-specific content

1st

2nd

3rd

4th

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4

ProdMan or

TechComm (PDF)

ProdMan or

TechComm (PDF)

1

Marketing (HTML)Marketing (HTML)

2

3

We Conceive Content in 2D

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AuthoredAggregated/Generated? Authored

“I’d like an answer now please”

(14: 25 Sep 26, 2013)

“I’d like an answer now please”

(14: 25 Sep 26, 2013) All publishing is now database publishingAll publishing is now database publishing

Watch my blog for more detail... Lessoworkmoreflow.blogspot.comWatch my blog for more detail... Lessoworkmoreflow.blogspot.com

Customer experience is 4D

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Twitter is a first-D platform

~ Each tweet provides the tips of various content “pyramids” you can drill into

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Kindle in 4D – Task timing

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Kindle in 4D – Social highlights

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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, http://bit.ly/kai_meaningKai Weber, http://bit.ly/kai_meaning

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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

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THE ANSWER:CONTENT DESIGN

Content modelling and the Android Design Principles

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Simplify My Life

~ Only show me what I need when I need it

http://bit.ly/noz_droid

http://bit.ly/noz_droidhttp://bit.ly/noz_droid

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11

22

Embedded help

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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

~ Many can be replace/reused to/from the traditional help/manuals.

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Enchant Me

~ Let me make it mine / Get to know me

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Socially enabled across silos

Comments

In-line discussion

Page discussion

Community

and

Personal

data

Bookmark/Download

Let users build and

share their own

deliverables, for

any format

Let users build and

share their own

deliverables, for

any format

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Simplify My Life

~ Keep it brief

http://bit.ly/noz_droidhttp://bit.ly/noz_droid

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Simplify My Life

~ Pictures are faster than words

http://bit.ly/noz_droidhttp://bit.ly/noz_droid

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Ifixit.com

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BRINGING IT ALL TOGETHER

Content strategy

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Content Strategy

Development efficiency &

significant cost avoidance

Unified Framework for Content

Delivery, Measurement and Improvement

Brand Equity, regional markets

& revenue channels

BusinessGoals

Enabling, Product data & Technical

Content

Persuasive, Sales &

Marketing Content

More than words, more than tech

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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

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BOOK DRAW!

@thecsbookthecontentstrategybook.com