The document discusses the role of content strategy in software development and compares it to firefighting. It argues that content strategists are like "pump operators" who ensure the right content gets to the right users. They put content in "hoses", send the proper amount of content, and ensure there is enough content for the future. The document provides definitions of content strategy and advises on skills and knowledge needed to be a successful user experience content strategist.

1. Putting out fires with
content strategy

2. John Collins
• View slides: bit.ly/STCASIG2014
• Twitter: @jrc.collins (@scfr_pio)
• LinkedIn: www.linkedin.com/in/johncollins
• Personal: www.intersectUX.com/blog
2

3. ]
3 [
SPOKEN:
I
volunteer
w/
Shenandoah
County
Department
of
Fire
and
Rescue
as
the
public
informaCon
officer.
When
there’s
a
major
emergency
in
our
county,
I
work
with
chiefs
to
get
the
right
message
out
to
the
news
media
and
the
public.
I’m
not
a
firefighter,
but
the
posiCon
has
given
me
some
insights
that
led
to
this
presentaCon.
All
of
the
photos
here
are
photos
that
I’ve
taken.
@jrc_collins

4. Building software is kind of like
putting out a fire. Kind of.
@jrc_collins 4

5. It’s hard.
@jrc_collins 5

6. You can’t see all the problems.
@jrc_collins 6

7. Things change quickly.
@jrc_collins 7

8. Teamwork is required.
@jrc_collins 8

9. 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
@jrc_collins 9

10. Good news!
It’s hard work, but
not impossible.
@jrc_collins 10

11. SPOKEN:
Firefighters
are
heroic,
yet
not
every
firefighter
runs
into
the
burning
building
while
civilians
run
out.
Not
every
firefighter
is
the
one
rescuing
babies
from
an
inferno.
Not
everyone
gets
to
be
the
chief
in
charge
of
the
emergency
response.
[
]
What’s the secret?
@jrc_collins 11

12. Unsung heroes
on the team.
@jrc_collins 12

13. Here’s to the
pump operator!
@jrc_collins 13

14. Here’s to the
pump operator!
1 or more hoses?
@jrc_collins 14

15. Here’s to the
pump operator!
Small hoses
or big?
@jrc_collins 15

16. Here’s to the
pump operator!
Water or foam?
@jrc_collins 16

17. Here’s to the
pump operator!
How many gallons
per minute?
@jrc_collins 17

18. Here’s to the
pump operator!
Tank water or other
water source?
@jrc_collins 18

19. Content strategists are
the pump operators.
@jrc_collins 19

20. 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
@jrc_collins 20

21. Content Strategy defined
We define content strategy as:
getting the right content to the
right user at the right time.
— Kevin P. Nichols,
SapientNitro
@jrc_collins 21

22. Content Strategy defined
Planning for the
creation, delivery, and
governance
of useful, usable content.
— Kristina Halvorson,
Brain Traffic
@jrc_collins 22

23. 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
@jrc_collins 23

24. Content strategy
puts content in the
hoses.
@jrc_collins 24

25. @jrc_collins 25

26. 26

27. @jrc_collins 27

28. 28

29. Content strategy sends
the proper amount
of content
(not too little, not too much)
@jrc_collins 29

30. @jrc_collins 30

31. @jrc_collins 31

32. Content strategy sends
the proper content to
the proper place.
@jrc_collins 32

33. @jrc_collins 33

34. SPOKEN:
What
do
I
do
here?
Two
idenCcal
sentences,
a
third
that’s
similar
but
confusing,
and
no
“Log
in”
opCon
for
the
user.
And
a
comma
splice.
DON’T
MAKE
COMMA
SPLICES!
[
@jrc_collins 34
]

35. http://www.king5.com/story/news/local/2014/08/05/13362562/
Wrong content!
35
SPOKEN:
Story
about
a
firefighCng
drill
gone
wrong
with
the
wrong
content
put
on
the
fire.
[
]

36. Content strategy
makes sure there
will be enough
content in the
future.
@jrc_collins 36

37. @jrc_collins 37

38. What makes a
successful UX
content strategist?
@jrc_collins 38

39. Knowledge of:
• User experience
• Software development
• XML/HTML/CSS/other code
• Information architecture
• Content management
• Localization
@jrc_collins 39

40. Traits
• Curiosity
• Ability to handle negative
feedback
• Ability to listen
• Collaborative
@jrc_collins 40

41. Skills
• English grammar
• Foreign language knowledge
• Storytelling
• Communication
• Negotiation
• Technologically savvy
@jrc_collins 41

42. How
can academia help
?
@jrc_collins 42

43. Focus on:
• English
• Technical communication
• Computer science
• Foreign language
@jrc_collins 43

44. Fires happen.
@jrc_collins 44

45. ]
SPOKEN:
Know
how
to
be
the
one
who
puts
content
in
the
hoses,
sends
the
proper
amount
of
content,
gets
the
proper
content
to
the
proper
place,
and
makes
sure
there’s
enough
content
in
the
future.
[
Be prepared.
@jrc_collins 45

46. 46
John Collins
• View slides: bit.ly/STCASIG2014
• Twitter: @jrc.collins (@scfr_pio)
• LinkedIn: www.linkedin.com/in/johncollins
• Personal: www.intersectUX.com/blog