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Putting out fires with 
content strategy
John Collins 
• bit.ly/iddc14 
• @jrc.collins (@scfr_pio) 
• www.linkedin.com/in/johncollins 
• www.intersectUX.com/blog 
2
Building software is kind of like 
putting out a fire. Kind of. 
@jrc_collins 3
It’s hard. 
@jrc_collins 4
There are kinks 
to work out. 
@jrc_collins 5
You can’t see all the problems. 
@jrc_collins 6
Things change quickly. 
@jrc_collins 7
Teamwork is required. 
@jrc_collins 8
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
Good news! 
It’s hard work, but 
not impossible. 
@jrc_collins 10
What’s the secret? 
@jrc_collins 11
Unsung heroes 
on the team. 
@jrc_collins 12
Here’s to the 
pump operator! 
@jrc_collins 13
Here’s to the 
pump operator! 
1 or more hoses? 
@jrc_collins 14
Here’s to the 
pump operator! 
Small hoses 
or big? 
@jrc_collins 15
Here’s to the 
pump operator! 
Water or foam? 
@jrc_collins 16
Here’s to the 
pump operator! 
How many gallons 
per minute? 
@jrc_collins 17
Here’s to the 
pump operator! 
Tank water or other 
water source? 
@jrc_collins 18
Content strategists are 
the pump operators 
@jrc_collins 19
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
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
Content Strategy defined 
Planning for the 
creation, delivery, and 
governance 
of useful, usable content. 
— Kristina Halvorson, 
Brain Traffic 
@jrc_collins 22
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
Content strategy 
puts content in the 
hoses. 
@jrc_collins 24
@jrc_collins 25
26
@jrc_collins 27
28
Content strategy sends 
the proper amount 
of content 
@jrc_collins 29
@jrc_collins 30
@jrc_collins 31
Content strategy sends 
the proper content to 
the proper place. 
@jrc_collins 32
@jrc_collins 33
@jrc_collins 34
Content strategy 
makes sure there 
will be enough 
content in the 
future. 
@jrc_collins 35
@jrc_collins 36
http://www.king5.com/story/news/local/2014/08/05/13362562/ 
Wrong content! 
@jrc_collins 37
What makes a 
successful UX 
content strategist? 
@jrc_collins 38
Knowledge of: 
• Software development 
• XML/HTML/CSS/other code 
• Information architecture 
• Content management 
• User experience 
• Localization 
@jrc_collins 39
Traits 
• Curiosity 
• Ability to handle negative 
feedback 
• Ability to listen 
• Collaborative 
@jrc_collins 40
Skills 
• English grammar 
• Foreign language knowledge 
• Storytelling 
• Communication 
• Negotiation 
• Technologically savvy 
@jrc_collins 41
Technical writer or 
content strategist? 
@jrc_collins 42
Knowledge of: 
• Software development 
• XML/HTML/CSS/other code 
• Information architecture 
• Content management 
• User experience 
• Localization 
@jrc_collins 43
Knowledge of software dev 
✓ 
@jrc_collins 44
XML/HTML/CSS/other code 
✓ 
@jrc_collins 45
Information architecture 
✓ 
@jrc_collins 46
Content management 
✓ 
@jrc_collins 47
User experience 
? 
@jrc_collins 48
User experience 
• Move to the beginning of the 
software development process. 
How? 
– Positive relationships with UX team 
– Learn (and use) the lingo of UX 
– Learn (and use) the tools of UX 
@jrc_collins 49
User experience 
• Move to the beginning of the 
software development process. 
How? 
– Constructive suggestions to user flows 
or interactions that could be improved 
– Volunteer to write UI text 
– Help with user testing 
@jrc_collins 50
Localization 
? 
@jrc_collins 51
Localization 
• Remember that not all of your 
users will speak English. 
• Advocate for non-English users. 
– In content structure 
– In interface design 
@jrc_collins 52
Freebie: Analytics and data 
• Get analytics in place and start 
quantifying your work. 
• Be ready to change once the data 
starts coming in. 
@jrc_collins 53
Freebie: SEO and ASO 
• Search engine optimization (SEO) 
– You care about your content. Make 
sure others can find it. 
• App store optimization (ASO) 
– ASO is hot like SEO once was. Give 
your app a fighting chance in a 
tough marketplace. 
@jrc_collins 54
Content strategy 
puts content in the 
hoses. 
@jrc_collins 55
Content strategy sends 
the proper amount 
of content 
@jrc_collins 56
Content strategy sends 
the proper content to 
the proper place. 
@jrc_collins 57
Content strategy 
makes sure there 
will be enough 
content in the 
future. 
@jrc_collins 58
Fires happen. 
@jrc_collins 59
Will you be prepared? 
@jrc_collins 60
John Collins 
• bit.ly/iddc14 
• @jrc.collins (@scfr_pio) 
• www.linkedin.com/in/johncollins 
• www.intersectUX.com/blog 
61

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Putting Out Fires with Content Strategy (InfoDevDC meetup)