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Content Strategists are the Marie Kondos of Tech Comm

Marie Kondo, folding a shirt.
Even Marie Kondo knows that content strategists know their stuff when it comes to content.

Here in the U.S. (and perhaps in other places that have Netflix), there’s a big phenomenon about Marie Kondo. For those who don’t know who Marie Kondo is, she wrote a self-help book about home organization several years ago called, The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing. This book is now a Netflix series that has taken the U.S. by storm. While I have had the book in my Amazon Wish List for four years, and I haven’t watched the series (yet), through other articles, interviews I’ve read with Ms. Kondo, and other videos, I’ve gotten the basic ideas of what the Konmari method is. In the process, I’ve come to the conclusion that content strategists are the Marie Kondos of technical communication.

Now, I’ve thought about this for a while, so there is some logic to this. Ever since I’ve learned this content strategy analogy from Val Swisher of Content Rules, I’ve always used a person’s clothes closet as an example of how content strategy works. It might be oversimplified, but it works, and this is how you can further the analogy because of the Konmari method.

In that analogy, it’s explained that just about everyone needs to organize their closet, because most people don’t want to be looking for their clean clothes in a pile on the floor (although my teenage son is an expert on that method). While you can certainly hang all or most of your clothes, it helps to organize them a little bit. You can simply hang everything up, but it’s helpful to organize what you have. For example, you can put all the shirts in one area, the pants in another, skirts in another, etc.  But that’s not the only way you can organize them. You could also organize everything by color–all the red items together, all the blue items together, all the black items together, and so on. You get the idea. Neither way is wrong, as long as it makes sense. The idea is to optimize what content you have so that it’s easily found when you need it.

In Marie Kondo’s Konmari method, organizing does not only mean getting organized with your items, but also determining what you don’t need and what you really need. You haven’t worn that sweater for ten years and really aren’t thrilled with it anymore? Thank it for its service and need at the time, but get rid of it–don’t hold onto it. She also gives tips on how to take what’s remaining and optimize how you access it. For example, she recommends folding t-shirts using a particular method so that they can be stored vertically, making them more easily accessible in one’s drawers. Her main mantra is about only keeping any items that “spark joy”.  She even uses checklists to keep you on track in determining what to keep and how to stay organized. Does this sound a little familiar?

In this respect, this is why content strategists are the Konmari experts of content. What is our primary job? Sort through content. Make sense of what you need and don’t need, and organize it. We use taxonomy and content models to help our clients organize their content so that they–and their users–feel that the content sparks joy (serves its purpose most effectively) and they understand where they are going on their journey.

Now, recently, I’ve gotten into debates with a colleague about using content models before using a site map. His argument is that by creating a content model or taxonomy outline of a website when revamping after a content audit or inventory is a pointless exercise, as it leads the client to believe that this outline will dictate the sitemap and how the pages work, and it should be more fluid. While I understand his point, I strongly disagree. Let’s go back to that closet analogy. You’ve been hired to organize someone’s closet. They have a pile of clean clothes on the floor, and no bars or shelves or drawers in the closet. What do you need to do? Sure, you could organize all the clothes on your bed, but it doesn’t help because you are organizing for your closet, not storing on your bed! You need someplace to store it rationally. You need to provide the structure–the closet–first. For content, that could be a taxonomy outline or content model. Once you have that in place, then you can start organizing.

Taking that a step further, let’s say that you’ve set up some hanging bars and shelves in the closet the way the works best for the space, and organized your clothes for your client by type of clothing–shirts, pants, t-shirts, skirts and dresses (if you are so inclined). The client is almost happy, but feels something is still not right to them. “I’d really like to have my short-sleeved shirts together, separated from my long-sleeved shirts, because I have to wear long-sleeved shirts for work and I want to find them quickly.” All content in an inventory is not weighed the same, and should be treated at different levels as well. Okay, in this structure, it’s something that can be done easily. The structure of the closet has stayed the same (the taxonomy), but there’s a little bit of moving around and prioritization of main categorizations and sub-categorizations, but it makes it most optimal for the client.

The client then might say, “Wait, I think I also would prefer that the shelf for the t-shirts be moved to this different spot.” It might be possible, and that makes sense, or moving the shelf there would not allow for as much storage space, and that’s your job to tell them that it’s a bad idea. Ultimately, they can take your advice, or they can disregard it, but you’ve done your due diligence in pointing out what you know will work best, and what won’t.

In the same way that having that initial closet structure is important, the content model or taxonomy outline is important as well. You cannot determine the flow (like a website sitemap) until you know what the initial structure is. There is some fluidity or flexibility with the model, but as with any physical structures, there are limitations.  The model outline and the sitemap might seem redundant, but in the end, they really work together to help the client. The outline sets up the structure as it should be set up (at least initially, if not entirely going forward) and imply how pages might be laid out, but the sitemap visually supports the outline by documenting how the flow of the outlined content works.

So everything we do as content strategists really is done using the Konmari method, if you think about it. We help others to provide structure, organization, and help determine if content is needed, and thanking it for its service while it lasted. Our jobs are meant to not only spark joy in our clients in helping them to create a better, more fluid, searchable way to access content, but ensure that the best content is available, so that their users can have the content spark joy in them as well. We, as content strategists, have studied this, and we know what’s needed to make things happen in the architecture and building of this “closet” or website. We need to be trusted that we know what we are talking about, even if sometimes it seems like we are talking nonsense (we usually aren’t). We provide the initial solutions that make things happen, and no amount of UX or design is going to happen if you don’t have your content (or your closet) in order first.

What do you think? Does my Konmari analogy makes sense? Include your comments below.

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TaxoDiary – Taxonomies in Information Science

TaxoDiary – Taxonomies in Information Science
— Read on taxodiary.com/2018/08/taxonomies-in-information-science/

Thanks to CJ Walker for posting this on LinkedIn.

This is a big part of my job right now, and this is an excellent way to clarify the difference between what a thesaurus is and taxonomy is. Taxonomy really is about the organization of the content so that the hierarchy makes sense.

Another analogy that I’ve used–which I got long ago from Val Swisher of Content Rules is how one can organize a closet. You can put the pants together, the shirts together, and the jackets together, but you could put all the red clothing together, all the blue clothing together, etc. Neither way is wrong, as long as it makes sense and others can follow the flow.

Except with me these days, it’s more about pharmaceutical departments and procedures. Still, even with those topics, we need to scale it back all the way to what are the objectives of the website we’re building, and how do we structure the website so that users can find what they need quickly and easily. Start with the foundational basics, and build from there.

I highly recommended this article if taxonomy isn’t your strength. It shows that it’s not as hard as it seems.

–TechCommGeekMom

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IDW looks like an awesome event–can’t wait to go!

"It's just a dream to go to Information Development World, so I can learn more about content strategy! C'mon gang, let's go!" says Barbie.
“It’s just a dream to go to Information Development World, so I can learn more about content strategy! C’mon gang, let’s go!” says Barbie.

Last year, I was really disappointed that I couldn’t go to the inaugural Information Development World (IDW) conference in San Jose, CA.  I knew, since it’s produced by The Content Wrangler and Content Rules, that it would be a top-notch event. After reading all the reviews and commentary from my friends and content strategy colleagues about how great the event was, I was even more disappointed that I wasn’t able to go.

But it’s different this year! This year, I’M GOING! I’m pretty excited about this, because I know this is a conference that is definitely geared towards content strategists who are like me–someone who not only does content strategy, but also does content management, web design, user strategy, works with customer experience, and has a love of localization and globalization issues as well. Of course, the event is also covering other topics like content marketing, data and analytics, digital publishing,  and content engineering. The point of this conference is to help those who touch content in any way, shape, or form and want to enhance the customer experience through content experiences.  Sounds like my kind of conference, as if it was custom-made for someone like me who is still building her content-based career!

I like that there are several workshops and presentations–80 in all–to choose from. I’m sure there will the dilemma of which ones to choose at a given time slot! While looking at the IDW schedule as it’s posted at this writing, there are several sessions I will have a hard time deciding between that I’d really like to see. For example, how does one decide between Work Smarter Not Harder – Remove the Guesswork from Content Creation and By the Numbers: Making the Case for Reuse Based on Facts during the same time slot? Or how can this former Barbie aficianado miss the Mattel Case Study: Maintaining Barbie’s Brand Fidelity Region to Region presentation?  I know I’ll have to make some tough decisions between a lot of excellent topics that I’d really like to learn more about. The fortunate thing for all those who attend is that this group of presenters is the “cream of the crop”. I’ve seen several of the presenters and workshop instructors in action before, so I know that this will be time well-spent, and I will come home with my head buzzing with many great ideas and new concepts to digest!

The main focus of IDW is customer-centric–which is something that will help a lot of information developers. Having originally come from a customer service/client services background before I entered the IT/techcomm world, I tend to have a better understanding than most people, so it comes a little more naturally to me. Today, content strategy really is all about personalization and making content speak to customers in a way that it feels like the content is talking to each customer specifically. That’s not an easy task. The goal of IDW is to help everyone get a much better understanding of how this is done, and how to make it work most efficiently so that content works for you, not against you. How could you not want to learn about that?

I’m not going to miss out this year. I’m going, and it would take a lot to stop me from going. There’s too much to learn and great content strategists to meet–why would I pass this up again? I’m not making the same mistake twice! It’s a fantastic investment in ME and what I can bring to my clients.

Have you registered for IDW yet? If so, great! If not, what are you waiting for? Register today!

You can find out more about IDW by visiting their website at www.informationdevelopmentworld.com

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Top 5 Tips for Creating Global E-Learning

I conferred with two e-learning experts to get their input about globalization and localization issues in e-learning. The following recommendations emerged.

Source: www.contentrules.com

Val Swisher of Content Rules, Inc. was kind enough to give me the opportunity to write another blog post for her! This time, it’s about creating global e-learning. I talked to experts Joe Ganci and Clark Quinn about their experiences creating e-learning for various companies, and got their insights.

 

There’s some good stuff here!

–techcommgeekmom

See on Scoop.itM-learning, E-Learning, and Technical Communications

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Online Student Again: Part 2 – SEO is kicking my butt

kick_me
That’s right, SEO. I know you put that sign there. (I wish I looked this good from behind, but that’s not me! I’m much wider. :-S) You win.

The second module of my online course in digital marketing is about Search Marketing and how SEO (Search Engine Optimization) and SEM (Search Engine Marketing) works. The module is taught by Mike Moran, who crams a lot of information in 3-4 hours of video.

My initial reaction is similar to when I heard Mark Lewis talk about using XML and DITA to determine ROI metrics on tech content, namely that I understand it on a broad level, but ouch, it hurts my brain! Mark is awesome*, don’t get me wrong, and what he figured out with his XML analytics is genius to me, but about 95% of it is over my head. That’s how I feel about Mr. Moran’s talk on SEO Marketing. I understand the concepts without any problem, but I supposed that since I have little practical marketing experience, much like my XML/DITA experience (which is even narrower), it’s hard for me to make the full connection to the information without feeling overwhelmed.

I just took my quiz, and got a 70% on it. Ugh. Not good. I can take the quiz over again many times until I get a better score, but that’s not a good starting point.

I think much of it feels overwhelming not only because it’s taken from a marketing perspective which I don’t originally come from, but also because I’m listening to the information, and the content strategist/writer in me is trying to think, “Okay, now with the content I write, it has to be clear and concise, and written in as much plain English as possible, using consistent terminology and word choices to be able to be reused and translated easily, as well as written in a way that can be globally understood in context, AND now I have to start thinking about keywords in relation to organic and paid searches to my website so that I can have as high a ranking in web searches as possible.” (And I’m sure I’m forgetting a few other things, too.)

AAAGGGGH!

I think my brain just exploded. Hopefully there’s something left, because it feels like a mess inside my cranium. In the end, what’s happened to the actual content? Is there anything left worth looking at after that? How creative can I be to make ALL of that happen?

To put it in context, I’m trying to think about how to apply this information I’m learning about search towards either this blog or towards websites I’m thinking of building for my potential tech comm consulting business I might start this summer. Part of me wants to give up before I even start! How can I compete when it all boils down to keywords in my content, figuring out differentiators (which I can’t figure out in the first place), and other factors that would help drive my listings towards the top of a search? For example, how do I even start to promote myself as a tech comm consultant? I have to figure out what makes me a great choice. Part of that is on me, because I have to figure out what my strengths are, and I still don’t feel as strong as other technical communicators who have been doing this much longer than me. Sure, I understand content strategy, but I’m no Scott Abel, or Rahel Bailie, or Ann Rockley, or Val Swisher, or Noz Urbina, or Sarah O’Keefe…(and the list goes on and on…) But once I figure that out, what’s the one thing that will help draw me to the top of the list, or at least the first page of a search, other than geography?

(Ow, ow, ow…hurting brain….)

I think I need to review the slides again for this module, and start re-analyzing the terminology and conditions of all the topics. From a high level, I understand this. From a more granular level–not even that far down–I get lost. I’m feeling a bit defeated already. Mr. Moran said at the end of the lecture that a lot of this information is overwhelming, and that we should focus on what we can do rather than what we can’t do, and work on one aspect, and hopefully you can grow as you learn and practice. He even wrote a compelling article that digital marketing is a matter of bravery, not necessarily matter of knowledge. While I take this to heart, and will keep pursuing this, it will be difficult since I have no or little practical application for this right now. Fear is my primary motivator in all of this. I’m not a content marketer…yet. I don’t even know if I’ll be any good at content marketing until I have a chance to actually try. All I know is that this is the direction I have to go to better my chances in finding work. I really need to master this better, because I don’t have practical experience to use.

I didn’t go to business school for a reason–I’m not good at it, or at least I know others who are a lot better at it than I am. If I can survive this digital marketing course, it’ll be a miracle, at this rate. 😦

One more review of module 2, then it’s on to Module 3– social media marketing. Okay, that might not be too bad. After all, I have a little bit of practical experience with that topic from promoting this blog and other stuff I’ve produced on other blogs…**fingers crossed**

* Since I wrote the two articles about Mark Lewis linked above, I did meet him a year ago, and that’s why I know he’s awesome beyond just watching his presentations. 😀