Adobe Day at the 2013 STC Summit was really great. It took me a while to digest all my own notes and relive the moments promoting the rock stars of tech comm. But like all good music festivals, the “Coachella” of tech comm had to end, but with great memories of fantastic information that will stay with me for a long time. Hopefully you enjoyed this “magical mystery tour” as well!
There were several people from Adobe that were truly instrumental in making this event a success, but I have to “give it up” for the two Masters of Ceremony of the event, Saibal Bhatacharjee and Maxwell Hoffmann.
So many people know them from the Adobe TCS webinars, blogs, and other social media outlets. I know they’ve been two of my greatest supporters, so I want to thank them for inviting me to the event, and as always, making me feel welcome both during Adobe Day, as well as during the STC Summit.
If you missed my series for this Adobe Day event, here’s a recap, so you can relive the day yourself:
I hope you’ve enjoyed all the articles. If you have any questions or comments, please feel free to comment below!
The next time there is an Adobe Day near you, or if you have the opportunity to go to one, I strongly encourage you to go! I’ve now been to two of them, and both were different. It’s amazing to see how perspectives change on the “hot” issues of tech comm in a mere few months! I was glad to hear from leading experts on the pressing topics of the day. And I have to say, I’ve learned so much from both visits. I can honestly say, as well, that both provided information that were applicable to my job, even as a new technical communicator. Keeping up with current trends in technical communication is important, because technology is changing fast, and technical communicators need to keep up with not only the technology itself, but the needs that new technology presents. Adobe does a nice job of bringing the best thought leadership from around the globe to talk about these issues for free. How can you pass that up?
Thanks again, Adobe, for an amazing opportunity to attend this free event!
To continue with the tech comm rock star theme set forth by Adobe for Adobe Day, I thought carefully about who might represent Rahel Anne Bailie, whose talk was titled, “Content Strategy in a Content Economy– Is Your Content Prepared?” It took me a little while, but it finally came to me. Rahel is the Alanis Morrisette of tech comm. Both ladies are Canadian, and they both have a no-nonsense approach to their craft. Alanis Morrisette became famous with her breakout album, “Jagged Little Pill” not only because the music was good, but she broke her ideas down simply and didn’t mince words. Morrisette looked at the good, the bad, and the ugly, and worked on making sense of what was going on around her.
Rahel does the same thing for content strategy. She breaks it down to a level to ensure that anyone who even begins to think about content understands what content is, and how it should be utilized at the most basic level. She tells it like it is, and why we need to employ it.
Rahel began her Adobe Day talk by talking about economic evolution. She started by pointing out that our economies have progressed from an agricultural economy, to an industrial economy, which in turn progressed to a service economy, then evolved to a knowledge-based economy, to an information economy, then to an attention economy, which has resulted in what we have today–a content economy.
Content includes the sub-sets of content that are location-based content and verified content. Location-based content includes geo-locational and geo-fenced information like Yelp, or information that is blocked from outside countries. Verified content deals with endorsed and social relevance; it has the user questioning, “How do I know that the content is true?” Facebook or TripAdvisor “likes” are an example of this. Cultural relevance applies to this as well. Topics such as Canadian versus American, demographics, and interests act as filters.
Rahel stressed that content has value! It’s recognized as a business asset and it deserves to be managed with as much care as other assets. The problem is that we don’t inventory content in most cases–it’s not like managing our finances or physical inventory at a plant. This means that this is a big necessity! In order for this to happen, content has to work well. Like design, it’s only noticed when there’s a problem with it.
Rahel shifted the conversation to explaining how sub-sets relate to content. She explained that new user experiences these days include smaller screens as the first entry point to content, such as m-commerce and m-banking. Tablets are also being used as entertainment devices. We also have to content with multi-screen and multi-dimensional content, which are viewed as
ancillary, such as television plus social media,
sequential, where users use a desktop and mobile device interchangeably, or
simultaneous, in which there is a collaboration requiring instant synchronization between devices.
One also has to think about market maturity, and must look at market differences, social network penetration, the mobile market and growth opportunities. Cross market content involves a single language for many markets. By offering native languages in other markets, cross-border commerce incurs content needs as well.
Using language to meet adaptive needs makes a difference! How do we meet this head-on? Rahel suggests a repeatable system that governs the management of content throughout the entire life cycle creates content strategy. The life cycle consists of continually analyzing content, collecting content, publishing content, and managing content. Rahel reminded us that a tactic is not a strategy, but rather a strategy is the analysis and the prescription. Content touch points occur throughout a customer’s journey, and can include multiple variables and outputs, but also need to include localization.
In a content economy, we need ALL the right factors at the right time using right media. We need to work towards an integrated content strategy.
As most of my own current work revolves around content strategy these days, I was really happy to listen to Rahel talk about the benefits and necessity of content strategy. It’s something that I try to explain and promote at my own job, because so much of it really involves analyzing and pre-planning the usefulness and necessity of content. Rahel’s talk brought that concept home to me even more, and helped me validate what I’ve been telling others. She reminded me that it doesn’t matter what the medium is–print, web, or some other digital means–but content needs to be clear, concise, and cogent, as my favorite professor used to tell me (who was also, coincidentally, Canadian). Rahel’s talk definitely set a positive tone on content strategy and its place in technical communications. I was glad that Adobe made sure to include her in Adobe Day, because content strategy isn’t going anywhere right now–it’s more important than ever!
Rahel, if I’ve misquoted you, or something that I wrote needs further clarification, or if you’d like to add anything to these notes, please feel free to let me (and the readers) know in the comments below!