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From Technical Writer to Content Strategist - STC Summit 2018

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What is content strategy, and why is it a good career path for technical writers? This talk outlines why the world needs more content strategists, and how you can make the transition to this in-demand profession.

Veröffentlicht in: Karriere
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From Technical Writer to Content Strategist - STC Summit 2018

  1. 1. @melanie_seibert #stc18 technical writer to content strategist from Melanie Seibert
  2. 2. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer • Introduction • What is Content Strategy? • The opportunity • How to get started • Followup & Q&A
  3. 3. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical WriterDid you ever realize too late the value of asking why?
  4. 4. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer story my (as told by cats)
  5. 5. Photo credit
  6. 6. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist
  7. 7. Photo credit
  8. 8. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer • Why did we need to redesign the site? • What content do the users want? • What’s the best way to migrate content? I didn’t ask:
  9. 9. @melanie_seibert #stc18 From Technical Writer to Content Strategist “content strategy is to copywriting 
 as 
 information architecture is to design” Rachel Lovinger
  10. 10. @melanie_seibert #stc18 From Technical Writer to Content Strategist “If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask…” Albert Einstein
  11. 11. @melanie_seibert #stc18 From Technical Writer to Content Strategist “…for once I know the proper question, I could solve the problem in less than five minutes.” Albert Einstein
  12. 12. @melanie_seibert #stc18 From Technical Writer to Content Strategist Source: CNN.com
  13. 13. @melanie_seibert #stc18 From Technical Writer to Content Strategist Source: Andy Thammavongsa/ Twitter
  14. 14. @melanie_seibert #stc18 From Technical Writer to Content Strategist Source: CivilBeat/Twitter
  15. 15. @melanie_seibert #stc18 From Technical Writer to Content Strategist Source: CivilBeat/Twitter Problem solved!
  16. 16. @melanie_seibert #stc18 From Technical Writer to Content Strategist We work for the user.
  17. 17. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer Never let anyone take away your questions.
  18. 18. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer The world needs more 
 content strategists.
  19. 19. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist As a technical writer, 
 you are qualified.
  20. 20. Source: A List Apart
  21. 21. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer • Introduction • What is Content Strategy? • The opportunity • How to get started • Followup & Q&A
  22. 22. @melanie_seibert #stc18 From Technical Writer to Content Strategist Why content? Content deserves our attention because it’s integral to the UI. It enables users to achieve their goals in the digital product.
  23. 23. Introduction01 25
  24. 24. @melanie_seibert #stc18 From Technical Writer to Content Strategist Why now? As companies adapt to new technologies, they rely on digital content to reach customers in emerging channels.
  25. 25. Content 20 years ago
  26. 26. Content today
  27. 27. fluidui.com Plus Smart speakers Smart watches Refrigerators Cars And more Content today
  28. 28. @melanie_seibert #stc18 From Technical Writer to Content Strategist “Content strategy guides planning for the creation, delivery, and governance of useful, usable content.” Kristina Halvorson Enter Content Strategy
  29. 29. @melanie_seibert #stc18 From Technical Writer to Content Strategist Plan the content • user research • inventory • audit • business goals
  30. 30. @melanie_seibert #stc18 From Technical Writer to Content Strategist Design the content • brand voice and tone • page template • content matrix
  31. 31. @melanie_seibert #stc18 From Technical Writer to Content Strategist Deliver the content • content modeling • workflow • channels & platforms
  32. 32. @melanie_seibert #stc18 From Technical Writer to Content Strategist Maintain the content • roles & responsibilities • governance • rolling audits • optimization
  33. 33. @melanie_seibert #stc18 Facebook Updated “connect with friends” copy 56% more clicks or 6 million users! Case study
  34. 34. @melanie_seibert #stc18 From Technical Writer to Content Strategist Viewed 
 another 
 way… “The Quad”
 Kristina Halvorson
  35. 35. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer • Introduction • What is Content Strategy? • The opportunity • How to get started • Followup & Q&A
  36. 36. @melanie_seibert #stc18 From Technical Writer to Content Strategist Google trends “content strategy” ’04 ’18
  37. 37. @melanie_seibert #stc18 From Technical Writer to Content Strategist Source: The Creative Group U.S. Starting Salaries (dollars)
  38. 38. @melanie_seibert #stc18 From Technical Writer to Content Strategist You are qualified because you're: curious adaptable resourceful
  39. 39. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer • Introduction • What is Content Strategy? • The opportunity • How to get started • Followup & Q&A
  40. 40. @melanie_seibert #stc18 From Technical Writer to Content Strategist 1. Audit
  41. 41. @melanie_seibert #stc18 From Technical Writer to Content Strategist 1. Audit Quantitative To show the magnitude & complexity of your site or app.
  42. 42. @melanie_seibert #stc18 From Technical Writer to Content Strategist 1. Audit Quantitative To show the magnitude & complexity of your site or app. Qualitative To help prioritize by showing content problems & gaps.
  43. 43. @melanie_seibert #stc18 From Technical Writer to Content Strategist Cool stuff happens when you audit your content. 1. Audit
  44. 44. @melanie_seibert #stc18 From Technical Writer to Content Strategist The audit helps you find questions like: • Why are there 2 different versions of the footer? Do there need to be? • We call our product by one name on the homepage and another name on the interior of the site. Is that intentional? (What do our customers call the product?) • We have broken links—can we remove them? If not, how do we fix them? 1. Audit
  45. 45. @melanie_seibert #stc18 From Technical Writer to Content Strategist The concept is simple: click through your site and make a list of pages. 1. Audit
  46. 46. @melanie_seibert #stc18 From Technical Writer to Content Strategist 1. Audit
  47. 47. @melanie_seibert #stc18 From Technical Writer to Content Strategist 1. Audit
  48. 48. @melanie_seibert #stc18 From Technical Writer to Content Strategist 1. Audit
  49. 49. @melanie_seibert #stc18 From Technical Writer to Content Strategist 3 more columns: • Findable • Actionable • Understandable 1. Audit
  50. 50. @melanie_seibert #stc18 From Technical Writer to Content Strategist Findable • How easy is it to find this content by browsing? • How easy is it to find this content by search engine? (You can guess based on keyword usage, or if you have time, do an actual site search and see if you can find the page. This is a good idea if the page is really important.) • How relevant and timely is the content? If it’s not on-topic or up to date, search engines will penalize it.  1. Audit
  51. 51. @melanie_seibert #stc18 From Technical Writer to Content Strategist Actionable • How clear are the calls to action? • How prominent are the calls to action (buttons, links, etc.)? 1. Audit
  52. 52. @melanie_seibert #stc18 From Technical Writer to Content Strategist Understandable • Does it have the right amount of text and is it laid out well (not in a “wall of words”)? • Does it make good use of subheadings, bullet points, and hyperlinks? • Is the content clear and easy to understand? • Does it avoid use of passive voice? • Does it avoid use of jargon? 1. Audit
  53. 53. @melanie_seibert #stc18 From Technical Writer to Content Strategist 1. Audit
  54. 54. @melanie_seibert #stc18 From Technical Writer to Content Strategist “allocate 10-15% of your job to [the content audit].” Lou Rosenfeld
  55. 55. @melanie_seibert #stc18 From Technical Writer to Content Strategist The audit is iterative.
  56. 56. @melanie_seibert #stc18 From Technical Writer to Content Strategist 2. Read
  57. 57. @melanie_seibert #stc18 From Technical Writer to Content Strategist 2. Read Halvorson & Rach: Content Strategy for the Web
  58. 58. @melanie_seibert #stc18 From Technical Writer to Content Strategist Sheffield: The Web Content Strategist’s Bible 2. Read
  59. 59. @melanie_seibert #stc18 From Technical Writer to Content Strategist Casey: The Content Strategy Toolkit 2. Read
  60. 60. @melanie_seibert #stc18 From Technical Writer to Content Strategist 3. Follow
  61. 61. @melanie_seibert #stc18 From Technical Writer to Content Strategist 3. Follow Twitter: #contentstrategy Facebook: Content Strategists Slack: Content + UX http://bit.ly/ContentUXSlack
  62. 62. @melanie_seibert #stc18 From Technical Writer to Content Strategist 4. Meet up
  63. 63. @melanie_seibert #stc18 From Technical Writer to Content Strategist 4. Meet up
  64. 64. @melanie_seibert #stc18 From Technical Writer to Content Strategist 5. Blog
  65. 65. @melanie_seibert #stc18 From Technical Writer to Content Strategist 5. Blog Not sure what to write about? • Book review • Your story • Findings from your audit • Critique a site or app • Thoughts on a trend
  66. 66. @melanie_seibert #stc18 From Technical Writer to Content Strategist 5. Blog
  67. 67. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer • Introduction • What is Content Strategy? • The opportunity • How to get started • Followup & Q&A
  68. 68. @melanie_seibert #stc18 From Technical Writer 
 to Content Strategist Technical Writer Followup: the free email course
  69. 69. @melanie_seibert #stc18 From Technical Writer to Content Strategist Thanks!

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