Rebuilding Your Mindset for the Future of Content Work [Tekom /TCWorld 2013]
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Transcript of Rebuilding Your Mindset for the Future of Content Work [Tekom /TCWorld 2013]
@nozurbina #tcworld #tekom
Rebuilding your mindset for the future of content work
Noz Urbina, Consultant
@nozurbina
@nozurbina #tcworld #tekom
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)
@nozurbina #tcworld #tekom
The challenge
Google Glass
Samsung
Smartwatch
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
AurasmaGenerat
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
Interaction
Content
Speech
Video
Field Engineer
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THE MINDSET BARRIERWhat’s holding us back?
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Tech
nic
al
Docu
men
tati
on
Silos in the Organisation
Customer Needs
Product Development
Mark
eti
ng
Train
ing
Su
pp
ort
/Serv
ice
Pro
du
ct
Mg
mt
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
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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
12
3
6
9
1st
2nd
3rd
4th
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4
ProdMan or
TechComm (PDF)
1
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) All publishing is now database
publishing
Watch 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
#elearning @tomspk Congility
2013
ILT
Magazine
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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_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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"Aggregated
metadata can
be more
revealing
than
content.“
– J. Kirk
Wiebe & Bill
Binney
"Not looking
at content...
sifting
through
metadata“
– Barak
Obama
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The public now
touches metadata
every day
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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_droid
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Info
Vie
w
1
2
Help
View
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
~ Could be replace (or at least reuse to/from) traditional help or 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
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Simplify My Life
~ Keep it brief
http://bit.ly/noz_droid
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Simplify My Life
~ Pictures are faster than words
http://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
Content
Strategy
Business
Goals
Enabling,
Product data &
Technical Content
Persuasive,
Sales &
Marketing Content
More than words, more than tech
@nozurbina #tcworld #tekom
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