LavaCon 2017 - Professionalization of Content Experience Specialists

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The technical writer function has changed so much in the last 10 years it’s nearly unrecognizable today. A role that was previously a cost-center and compliance function is now a critical resource for customer education, adoption and sales. This warrants a rethinking of the role’s title, responsibilities and compensation structure. Today is page one.

Technologie

The Profession of Content
Experience Specialist
By MindTouch CEO, Aaron Fulkerson
@Roebot #LavaCon

About The Speaker
Aaron Fulkerson
● Founder and CEO
● MindTouch
● @Roebot
@Roebot #LavaCon

True or False?
Automation and AI are eliminating Content Jobs.
@Roebot #LavaCon

False, but...
● The old school version of these jobs (even the role from <10 years ago) is
becoming unrecognizable
● It’s time to evolve because old content job are becoming obsolete
● Fortunately, the new content professional’s role is more important than
ever
@Roebot #LavaCon

An Exciting Time for Tech Writers
● Trends show that content is fueling the evolution of a new type of content
role that influences every stage of the customer journey
● Content Experience Strategist
● No longer a cost-center role
@Roebot #LavaCon

Macro Trends
1. Technology advances (not just automation)
2. Consumer behavior
@Roebot #LavaCon

Trend #1 Technology Advances
● Changing Interfaces and Channels (see #4 in this post)
● Content is the vehicle for creating seamless and low-effort user
experiences
@Roebot #LavaCon

Trend #2 Consumer Behavior
● Self-service preference (see #1 in this post)
● Expectation - Microcontent
○ Providing consumers with the content they need, when and where
they need it
@Roebot #LavaCon

Next Steps
● Put the customer needs and preferences first
● Google’s AI is adjusting its algorithm to favor content that is best (and
quickest) to answer users questions
● Ditch PDFs and cumbersome/dated delivery methods
● Span silos
● Functional team divisions must be imperceptible to customers
@Roebot #LavaCon

Calls to Action
● Be agents of change for better content experiences
● Share your takeaways and wins with your peers
● Post with #ContentX and #LavaCon so we can follow along
@Roebot #LavaCon

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LavaCon 2017 - Professionalization of Content Experience Specialists

1. The Profession of Content Experience Specialist By MindTouch CEO, Aaron Fulkerson @Roebot #LavaCon

2. About The Speaker Aaron Fulkerson ● Founder and CEO ● MindTouch ● @Roebot @Roebot #LavaCon

3. True or False? Automation and AI are eliminating Content Jobs. @Roebot #LavaCon

4. False, but... ● The old school version of these jobs (even the role from <10 years ago) is becoming unrecognizable ● It’s time to evolve because old content job are becoming obsolete ● Fortunately, the new content professional’s role is more important than ever @Roebot #LavaCon

5. An Exciting Time for Tech Writers ● Trends show that content is fueling the evolution of a new type of content role that influences every stage of the customer journey ● Content Experience Strategist ● No longer a cost-center role @Roebot #LavaCon

6. Macro Trends 1. Technology advances (not just automation) 2. Consumer behavior @Roebot #LavaCon

7. Trend #1 Technology Advances ● Changing Interfaces and Channels (see #4 in this post) ● Content is the vehicle for creating seamless and low-effort user experiences @Roebot #LavaCon

8. Trend #2 Consumer Behavior ● Self-service preference (see #1 in this post) ● Expectation - Microcontent ○ Providing consumers with the content they need, when and where they need it @Roebot #LavaCon

9. Next Steps ● Put the customer needs and preferences first ● Google’s AI is adjusting its algorithm to favor content that is best (and quickest) to answer users questions ● Ditch PDFs and cumbersome/dated delivery methods ● Span silos ● Functional team divisions must be imperceptible to customers @Roebot #LavaCon

10. Calls to Action ● Be agents of change for better content experiences ● Share your takeaways and wins with your peers ● Post with #ContentX and #LavaCon so we can follow along @Roebot #LavaCon

Notes de l'éditeur

LINK TO NOTES - https://docs.google.com/document/d/1gAc-6yjah2w3ePN9y6no4grIiv5LZ25jdWTUAO-QM5s/edit#heading=h.6byidsf13a66 Presentation Title: Professionalization of Content Experience Specialists Summary: The technical writer function has changed so much in the last 10 years it’s nearly unrecognizable today. A role that was previously a cost-center and compliance function is now a critical resource for customer education, adoption and sales. This warrants a rethinking of the role’s title, responsibilities and compensation structure. Today is page one.

LavaCon 2017 - Professionalization of Content Experience Specialists

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