Content Strategy: It's Unified but it Might Not Be Yours
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Ray Gallon's presentation discusses the evolving landscape of content strategy and its implications for user assistance, emphasizing the need for a collaborative, unified approach that involves all stakeholders. The presentation highlights the increasing complexity of content in a fast-changing economy and the importance of adaptability, reuse, and proactive content management. It advocates for understanding customer needs and the context of content delivery as fundamental to achieving a superior user experience.
Content Strategy: It's Unified but it Might Not Be Yours
- 1. CONTENT STRATEGY: IT’S UNIFIED, BUT IT MIGHT NOT BE YOURS! RAY GALLON C U L T U R E C O M Adapting to a complex future TRANSFORMATION Presentation © 2013 Ray Gallon all rights reserved THE SOCIETY
- 2. Who’s That in Front of You? Ray Gallon - The Humanist Nerd Owner/Consultant, Culturecom – specialist in usability, content strategy, and user assistance for software Research collaborator and principal, The Transformation Society, a new research and training institute in Barcelona, Spain 20 years in technical content architecture and creation with major companies such as G.E. Healthcare, Alcatel, IBM, etc. Member, board of directors, Society for Technical Communication (STC) Past president, STC France Award-‐winning radio producer and journalist – CBC, NPR, France Culture, etc. and former programme manager, WNYC-‐FM, New York Public Radio Presentation © 2013 Ray Gallon all rights reserved
- 3. This presentation is sponsored by Adobe Presentation © 2013 Ray Gallon all rights reserved Thank you
- 4. WHERE DOES CONTENT COME FROM, MOM? If You Aren’t Packaging, Ask Where You Go! Presentation © 2013 Ray Gallon all rights reserved
- 5. WHERE DOES CONTENT COME FROM, MOM? If You Aren’t Packaging, Ask Where You Go! Presentation © 2013 Ray Gallon all rights reserved WORD PLAY (NOT IN THE RECYCLING BIN)
- 6. WHAT IS THE REAL SOURCE? What you get to see longest Who paid for it? Presentation © 2013 Ray Gallon all rights reserved Ecoembalajes España, S.A.(Ecoembes) is the non-‐profit organisation that manages recovery and recycling of plastic packaging, tins, and bricks (yellow container) and paper/cardboard packaging (blue container) throughout Spain. (from their web site)
- 7. SO WHAT TYPE OF INFORMATION IS THIS? Technical? (what to recycle, what not) Marketing? (promotes the Ecoembes alliance) Lobbying? (seeks to avoid responsibility for anything but packaging) Public Service? (Has logo of the Catalan government) Duplicitous? (seems to promote recycling when it does the opposite) Presentation © 2013 Ray Gallon all rights reserved
- 8. An Example of Multimedia Embedded User Assistance Do you think it’s possible to do this… Presentation © 2013 Ray Gallon all rights reserved …without participating in the design of this? • How much writing? • How much instructional design? • How much IA? • How much UX? • How much programming? ! •Who owns it?
- 9. WHO OWNS IT? Presentation © 2013 Ray Gallon all rights reserved Tech Pubs – after all, it’s User Assistance, isn’t it? Development – it’s a coded application Interaction Design – it’s part of the user interface Instructional Design – it’s training, isn’t it? Multimedia Production – it’s a video! Pre Sales – essential part of our presentation toolkit Marketing – shows how easy it is to learn our complicated product Business Development/ Product Management – Methodology we need to apply to new products Must be coherent across all product lines
- 10. For Years, We Have Talked About Reuse Reuse means structured – probably XML, probably DITA Reuse also means Repurposing • Tech Presentation © 2013 Ray Gallon all rights reserved Pubs ➙ Pre-‐sale • Pre-‐sale ➙ Marketing • Tech Pubs ➙ Web Content • Marketing ➙ Web Content • Web ➙ Tech Pubs Are you prepared to accept that others might have something to say about your content?
- 11. Presentation © 2013 Ray Gallon all rights reserved The only thing we know about the future is that it will be different Peter Drucker Information changes at a hallucinatory rate. What is true this morning, might not be this afternoon. Content workers need to be more than agile: we need to understand something about every aspect of the content life cycle.
- 12. We Are Entering a Content Presentation © 2013 Ray Gallon all rights reserved Economy Even objects become data Content Curation becomes as important as Content Creation Big Data is already the new mantra Kanban information – just the right amount, at the right time, in the right place – will become primary Information is becoming more fluid: we need to develop new methods for rapid, reliable (verified) change management
- 13. Hallmarks of the Content Economy Presentation © 2013 Ray Gallon all rights reserved Increasing complexity: Compound messages Multiple authors and receivers Multichannel, mobile networking (always on, always with you) Diversification of communicative tools Multimedia and multi-‐discourse – blended content (not just text) Plurilingualism in multicultural environments Plurality of interaction (one-‐to-‐one, one-‐to-‐many, many-‐to-‐ many, many-‐to-‐one, simultaneously or time shifted)
- 14. Hallmarks of the Content Economy Presentation © 2013 Ray Gallon all rights reserved New kinds of human interactivity: multi-‐sensorial networks (increased use of sound, teletactility, teleolfaction) contextually embedded communications channels (wearable interfaces, implants) increased human connectivity with objects and mechanisms (internet of things, robotics) new digital cultural spaces leading to new interpretations of reality (augmented reality, out-‐of-‐body perception, avatar territories, etc.)
- 15. WHAT IS CONTENT WHEN… Presentation © 2013 Ray Gallon all rights reserved http://www.youtube.com/watch?v=Y5ywMb6SeGc
- 16. Content Consulting (Strategy) in a The customer doesn’t care about the org chart! Brand Equity, regional markets & revenue channels Presentation © 2013 Ray Gallon all rights reserved Content Economy More than words, more than tech Business Goals CONTENT STRATEGY Development efficiency & significant cost avoidance Enabling, Product data & Technical Content Persuasive, Sales & Marketing Content Unified Framework for Content Delivery, Measurement and Improvement Slide by Noz Urbina
- 17. “EDIBLE!” -Guide Michelin Presentation © 2013 Ray Gallon all rights reserved What if a Restaurant Advertised itself like this? Diners don’t want edible They want delicious! Customers don’t want usable They want a great experience! WE ARE ALL RESPONSIBLE FOR THE ENTIRE CUSTOMER EXPERIENCE - WHEREVER WE MAY BE IN THE ORG CHART
- 18. You Think It’s Hard now? “Companies don’t know what they know... they don’t have a strategy that focuses around the customer and the data and using them in a proactive way.” -‐ Bill Payne, Vice President, CRM and industries http://ibm.co/10UFHHx Our job is to help with analysis of the task, then formulate and execute the strategy Presentation © 2013 Ray Gallon all rights reserved
- 19. WHAT IS CONTENT WHEN… …wearable interfaces communicate through temperature, physical compression, etc.? …your eyewear is feeding you augmented reality information about where you are on your vacation …your refrigerator calls the supermarket to order more milk …your smart windows decide when to air out your house, and when to call the police and alert them to a break-‐in, even (especially) in your absence? …your tablet is giving you information about possible beaches for your next holiday, and as you swipe its surface, you feel the texture of the sand? …your doctor’s medical software automatically orders the dosage of your chemotherapy without her/his intervention? …your car automatically calls the emergency centre with your location when you’ve had an accident – even if all in the car are unconscious? Presentation © 2013 Ray Gallon all rights reserved
- 20. THE INTERNET OF THINGS Presentation © 2013 Ray Gallon all rights reserved
- 21. Presentation © 2013 Ray Gallon all rights reserved Mobile First?
- 22. Whose Content Is It When? Presentation © 2013 Ray Gallon all rights reserved Content Server CCMS Metadata Bug Reporting CRM DMS Web CMS Mobile: embedded, in-‐app, adaptive, high-‐touch
- 23. IN A CONTENT ECONOMY, EVERYTHING CONNECTS Presentation © 2013 Ray Gallon all rights reserved MARKETING CRM USER ASSISTANCE HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG PRODUCT SME WIKI EMBEDDED ONLINE TECH COMM USERS USERS
- 24. AND ACTIONS ARE THE VECTORS OF THOSE CONNECTIONS Presentation © 2013 Ray Gallon all rights reserved MARKETING IMPACTS INFLUENCES INTERACTS WITH CRM USER ASSISTANCE HTTP://WWW.ACREDITACIONFADA.ORG/UPLOADS/IMAGES/INVESTIGACION.JPG PRODUCT SME WIKI INTEGRATES HELPS EMBEDDED ONLINE TECH COMM USERS USERS FEED INTO FACILITATES FEEDS INTO FERTILIZES ADDS VALUE TO
- 25. Vectors of a Unified Content Strategy in a Content Economy Presentation © 2013 Ray Gallon all rights reserved Repurpose: Passive reuse not good enough Value new content, think proactively how it can be reused Include implied invitation to reuse in the content itself Seed new purposes that may not now be known -‐ increase product value Facilitate porosity: The more information circulates, the more value it takes on The reuse strategy belongs to the network, not the content creator The more flow you let through, the more valuable you are (e-‐governance, transparency, etc.)
- 26. EMBRACE UNCERTAINTY! Presentation © 2013 Ray Gallon all rights reserved A unified content strategy is a collaborative effort carried out by all -‐ and I do mean ALL -‐ stakeholders, including: • Customers • Potential customers • Former customers • Competitors • Many unknowns • As well as your own internals it! Embrace
- 27. Portions Presentation © 2013 Ray Gallon all rights reserved RAY GALLON C U L T U R E C O M Thank You! Visit my blog: Rant of a Humanist Nerd http://humanistnerd.culturecom.net Email: [email protected] Google Plus: +Ray Gallon Twitter: @RayGallon LinkedIn: Ray Gallon of this presentation based on research by the Transformation Society Research group. Two white papers published on Adobe site: • Changing Paradigms in Technology and Communication • Crossing Boundaries: Implications for the Content Industries Link: http://www.adobe.com/cfusion/entitlement/index.cfm?event=custom&sku=FS0003673&e=tcs_whitepaper MEMBER, BOARD OF DIRECTORS Thanks to Adobe for sponsoring this presentation