Max has presented on content strategy and user experience in a number of settings, from international conferences to local meetups. Book an encore performance at your place.
Corporate content strategy
Content people and marketing people - It's complicated
Presented at: CS Forum, Melbourne, 2016; Sydney Content Strategy Meetup, March 2017
Coming to: Content and Communities Summit (Auckland, March 28-30), and Confab Central (Minneapolis MN, June 7-9)
Running time: 30-50 minutes
Content strategists and the marketing team share very few traits. Their goals, strengths, weaknesses, and styles aren’t only different, but often conflict. The relationship between the two is crucial, but often broken. A little more understanding would go a long way – but only if the other side weren’t so annoying.
Drawing on a series of personal interviews and surveys, this talk looks at the role personal relationships play in creating this divide, the way organisational structure upholds it, and how strategy can overcome it.
What you'll learn:
* How ‘pure marketers’ think about content, and how ‘pure content people’ think about marketing – prejudices, misunderstandings, and hard truths.
* The skills that each side brings to an organisation and how they ought to intersect and benefit everyone.
* How the business structure, and the distance it does or doesn’t put between content/digital teams and marketing teams, affects the way the two sides relate and what work they do.
* How content strategy needs to flow directly from the organisation's strategy (and how content marketing is much less important).
THE MESS WE'RE (NOT) IN: CONTENT STRATEGY IN THE CORPORATE WORLD
First presented: CS Forum, Cape Town, 2012
Running time: 30-50 minutes
This looks at what Max discovered when he started seriously digging into web content at National Australia Bank. It focuses on content bloat, the effects of convoluted workflows, and the pros and cons of being a content strategist in a corporate environment.
New product pitches
PITCH PERFECT (OR, AT LEAST, PITCH NOT CRAPPY)
First presented: In-house at Jade Software, 2014
Running time: 30-45 minutes
Originally created for competitors in a Jade Software 'Thinkubator' competition, this lays out a simple structure for quick pitches of new products. By lifting the story you tell above 'what we built' or 'how we built it', and into the realm of 'what we're making possible', your pitch has a much greater impact. If you're serious about funding a new product, convincing senior leaders to back your ideas, or winning at a start-up weekend or hackathon, this is for you.
Content and user experience (UX)
Content + UX = Better business
First presented: UX Design Day, Dunedin, 2014
Running time: 20-45 minutes
This is a "content talk" for an audience of UX experts and designers. It compares the disciplines' strengths, the outcomes they strive for, and the lessons they can teach other. It shows how to encourage close cooperation between UX and content teams, and how businesses benefit as a result.
TEACHING A CROSS-TASMAN TEAM TO VALUE User Experience (UX)
First presented: UX New Zealand, Wellington, 2013 (with Adam Kendall, NAB)
Running time: 25-50 minutes
How did the digital team at National Australia Bank get from having no UX expertise at all to being a team capable of making a lot of its own decisions? With a UX team that introduced tools and processes, and stayed available. This talk also examines the cross-over between content and UX work, and various cultural references from 2002.
CONTENT PEOPLE: WHO WE ARE, WHAT WE DO, AND WHO WE'RE LIKE
First presented: Auckland content strategy meetup #1, 2014
Running time: 15-30 minutes
This rallying cry is for people who work with web content but don't necessarily feel like they're 'allowed' to make content-related decisions. This talk invites people in, explaining who belongs and why. It examines our similarities with user experience experts in particular.