Live from LavaCon: Professionalization of Content Experience Specialists

Professionalization of Content Experience Specialists, by Aaron Roe Fulkerson, MindTouch

Exciting times for content strategists.

  • Focus on customer first
  • Think about metrics
  • Focus on crossing silos

You are a content experience manager.

Five principles to customer experience

  1. Self-service is undeniably the preferred channel
    • for support
    • for purchase
  2. Companies that don’t directly engage with their customers are going the way of the dodo
    • Survival of business is directly related to your ability to scale the needs of your customers
    • Most businesses that have been successful to this point have done that by having 3rd parties for sales, etc
  3. 90% of business revenue is from current customers – so customer support is crucial
    • Content is critically important to onboarding
    • Subscription-based business models are the way of the future
  4. New channels demand new content
    • Why are you using PDFs when your users are on mobile?!?!
    • If voice-activated searches are high with your users, make sure your content is accessible to search
  5. AI and Automation will replace customer support jobs
    • IBM says that by 2020 85% of customer support work will be automated
    • We need to create content to support that

To be a content experience metric you need to be holistic in your thinking. Customers don’t care why or how you do it – they just want a smooth, easy, good experience. Put their needs first.

Marli Mesibov

Marli is a content strategist with a passion for the user experience. Her work spans websites, web applications, and mobile. Marli is the VP of Content Strategy at the UX design agency Mad*Pow, where she helps healthcare, finance, and educational organizations communicate with their audiences. Marli is a frequent conference speaker, and has spoken at conferences including Content Strategy Forum and LavaCon. She can also be found on Twitter, where she shares thoughts on content strategy, literature, and Muppets.

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