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

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    11-Aug-2014
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Content strategist Max Johns spoke at UX New Zealand 2013, which got him thinking about how content strategists and user experience (UX) professionals have a lot in common: Our fields attract people from all sorts of backgrounds, and require curious minds and a huge amount of empathy for our audience. This presentation, from February 2014's Auckland Content Strategy Meetup, shows how content people are a very varied group of people with a wide range of skills...just like UX people. Traditionally one area dealt with the "consumable" internet and one with the "interactive" internet, but that division has disappeared. These days, UX and content strategy overlap more than they don't. The next step is to adopt each other's processes and learn each other's languages.

Transcript of Web content people - who we are, what we do, who we're like

  • Content people Who we are, what we do, and who were like Auckland content strategy meetup February 2014 Max Johns @MxDEJ | contentistheweb.com
  • Hi. Were all content people. Were meeting up about it and everything But what does that actually mean, content people? Lets start with the problems that we can solve.
  • When do you need a content person? When your audience isnt getting what they need When your processes are bad for quality When youre trying to do too much, and need focus When its all just a bit crazy
  • What makes content people good at solving that stuff? A massive appetite for learning new stuff A lot of happy and productive working relationships Thorough knowledge of what your audience wants A strong understanding of your organisations purpose A strong set of digital skills
  • Where do content people come from? Richard Ingram: Content strategys well-trodden paths richardingram.co.uk/2011/09/ content-strategys-well-trodden-paths/
  • There is no defining characteristic of content strategy careers richardingram.co.uk/2011/09/ content-strategys-well-trodden-paths/
  • Last question: What do content people make? Stuff you can see Processes Results Editorial guidelines Publishing calendars Sign-off procedures Words Pictures Videos Visits Clicks Conversions Satisfaction
  • When do you need a content person? When your audience isnt getting what they need When your processes are bad for quality When youre trying to do too much, and need focus When its all too much
  • What makes content people good at solving that stuff? A massive appetite for learning new stuff A lot of happy and productive working relationships Thorough knowledge of what your audience wants A strong understanding of your organisations purpose A strong set of digital skills
  • There is no defining characteristic of content strategy careers richardingram.co.uk/2011/09/ content-strategys-well-trodden-paths/
  • There is no defining characteristic of user experience careers - Susan Farrell and Jakob Nielson nngroup.com/articles/ux-career-advice/
  • Last question: What do content people make? Stuff you can see Processes Results Researchguidelines Editorial guidelines Publishing calendars Personas Prototyping methods Sign-off procedures Words Pages Pictures Designs Interfaces Videos Visits Clicks Conversions Satisfaction
  • How did these two fields develop separately, if theyre so similar? Content people
  • Consumption activities Content people
  • Interaction activities
  • But most stuff we do online actually both: Read/write
  • So, wait, were NOT just content people? Content consumption is a part of the user experience. Your work affects the whole thing. Be responsible for an experience, not just for stuff you can see. Think about audience experience And next time you meet a UX person, invent a cool secret handshake for us.
  • Thats it. Questions? Or shall we just go to the pub? Auckland content strategy meetup February 2014 Max Johns @MxDEJ | contentistheweb.com