“Producing content without efficient processes and tools is like trying to produce automobiles without a production line” (Bailie & Urbina, 2013, p. 79).
The enterprise software industry’s move to the cloud changed the traditional (12 to 18 months) to current agile (rapid) product releases that have affected documentation production and users’ expectations for information.
This blog continues with an in-depth discussion of content strategy development that focuses on meeting user needs and business goals. After perusing gap analysis how-to, content operations, and maturity model articles, it became apparent that these techniques must be done together. Only then can a roadmap be designed to help transform the Client’s current content and maturity level to its desired future state.
From my Readings
Surprising:
I was surprised to read in Hane, Carrie et al. (2019) Association Content Strategies for a Changing World that some study participants perceived content strategy as marketing instead of best practices and principles that guide an organization to produce, manage and deliver its information efficiently and profitably.
Disappointing:
Reading Campbell, Kim S. & Swisher, Val (in press) A Maturity Model for Content Strategy Development and Technical Communicator Leadership that TECM educators have ignored teaching the importance of efficiency in content operations was most disappointing. This unfortunate fact is evident in a 2017 industry survey finding that 33% of TECM practitioners could not report their value-add to their organization’s bottom line. No wonder the profession has been plagued by that damn “lack of respect” dreaded pink-collar curse. Why? Perhaps because past practitioners have yet to learn to perceive themselves as content managers and business problem solvers.
Delightful:
I enjoyed reading Adobe with Forrester Research (2022) Technical Communication Industry Survey. Current and Future State–Key Findings. It provided an eye-opening overview of prevailing challenges, tools of the trade, metrics for success, and trends for the future. It is indeed an exciting time to join the industry.
What I Found Meaningful
The maturity model proposed by Campbell, Kim S. & Swisher, Val. (in press), A Maturity Model for Content Strategy Development and Technical Communicator Leadership is indispensable for learning how to assess content operations, identify gaps and create a content strategy with tactics that focus on user needs and business goals. Also, I found CSI’s (2015) Understanding the Content Maturity Model helpful in understanding the characteristics and organizational behaviors that define each maturity level.
O’Keefe, Sarah’s (2021) insights on Scriptorium’s Content Ops Manifesto are integral to understanding the realities of producing and managing content today. Her explanation of the four principles of content-ops enhanced my knowledge of the importance of including contextual information, automating human tasks that impede productivity, the various aspects of user access, and the need to plan for change (be flexible). Undoubtedly new technologies and new forms of communication will evolve. Imagine how communicating via holograms or telepathy in the future would affect content operations.