 Wow, that's amazing. So welcome, thank you so much. You've been hearing about open source and contribution and stuff. By being here, you are not only becoming part of our community, but you're making our community better and stronger. And we've learned stuff from you that our community never knew before. So thank you so much. Who here has been to five or fewer? So like one to five, well, two to five Drupal cons. Cool. And who's been to 10 Drupal cons? I'm gonna stop counting now. My first Drupal con was in 2006 and registration was we walked in this little cute mini conference center in Brussels and we handed Dries a 20-year-old note and somebody standing next to him handed us a T-shirt, that was registration. We paid cash to Dries. Yeah, and there's still photos from that one. So just killing the tongue here. Three minutes to go. All right, so I wanna know, because of the nature of this talk, I'd really like to know who we're talking with. Who here is a developer and or does, essentially purely technical work? Very, well, okay, no, okay, all right. That's, you don't have to be, it's okay. It's okay, you can admit it. And who engages with clients and hopes to make their lives better and happier? Great. Who's in marketing? Yeah. So Tracy's people. My people. When we started our company, Tracy was our marketing persona. We just, she was marketing Mary, Meg? Something like that. All right, okay. And who owns or runs an agency or product business? What do you do? An agency for higher education? SU agency. SEO. I'm sorry. Cool, okay. An SEO agency for university, that's super cool. And you see, now I'm going to say why I've been eating this cookie and drinking this coffee. Jack leg is hitting me today. So I'm going to artificially enhance my performance with chocolate chip cookie and caffeine. One minute. One minute, okay. All right, I'm going to caffeinate for a second. And we'll be right with you. I think I've been to all the Drupal cons, but like four or five, so 20 something. So Tracy, do you remember the Jedi hand gesture for next slide? I suppose the last warmup question is, whose work does not involve building or maintaining or designing websites? Hollis, you're a recruiter, so welcome. Right, target rich environment, right? And someone else's hand went up there for a second? No? Okay, so most of us have something to do with building websites. And we're going to talk about the big why of Content Manager, right? And we're going to talk about how we think about creating content to fulfill the purpose of the things that everyone here but Hollis does for a living, presumably. So, the why of Content Management. We are the founders of Open Strategy Partners. Very briefly, we are, this is SEO optimized. I don't describe us as a content marketing agency, but it makes it easier for people to find us. We do strategy content and communications for agencies, technical product companies, and open source projects. We've got several clients here. It's incredibly fun and interesting. I come from an open source technical and community background and communications. Tracy has a business background and we've put together a team of technologist communicators to help our peers like my friends, people who we've been hanging out with since 2005 to do better business, to communicate the value of what they do better. And it's super, super, super fun. And we, coming from open source then, we try and share a lot of how we work. We have templates, we have enablement workshops, and so on. And we love questions and we love excuses to connect with people and give away more of the how we work along the way. Tracy has three business degrees, including an MBA. She has international management experience. She has actual education and structure in leadership and management and business. I have been in Drupal and open source since 2005. I was the 18th employee at a place called Acquia. And I have had a few thousand beers with developers and agency owners. So I know, so I have a very limited skillset which falls apart without structure and guidance. We come from a common group of friends and we decided to start this business together. So essentially, we take a now a structured and strategic view of how to like, where's your business, where would you like it to be? How can we support that with communication and what sort of insights can we gather from how you're working and how things might be better? That's us. So team communication and team strategy and what I think you'll see today in this presentation is that what we're trying to show you is a kind of a perfect blend of the writing stuff and the strategies, the thinking stuff. Oh, the other thing that I have to say, I know, go back one side. Yeah, yeah, yeah, right. So I know it's perfectly obvious but completely seriously for a second, Tracy is a genius and it's a real privilege to work with her and a lot of the systems and all the ways we work are her brain children and they're amazing. I am the pretty one, so I get to go on the road a lot and that's my job. So we build websites because we want to tell people something, we want to connect with them about something and we want to motivate them to do something, right? That doing something could be joining your club or downloading Drupal or buying your product or whatever. So when we communicate and connect with someone, we're producing this audience experience which we thought would be a fun fancy name for good content. Six or eight months ago when we submitted this proposal we thought that audience experience would be a good way to describe this. We don't use this term internally but let's understand that for the purpose of this presentation we're talking about writing good content. Good content is true strategically relevant and connects with people and connection is based on empathy, clarity and trust, right? So OSP and how we're talking about this, you help, this is to help you communicate the value of what you do to connect with people and help you grow. That's what we're going over today. This is what I already said in the introduction actually but it's a much more fun slide. You have a website to connect like connection is this audience experience, audience experience is good content that connects. Oh, that is why we're doing it, cool. We're gonna be through these in like seven minutes, right? Yeah. So when we're thinking about communicating we don't just sit down and blog for people. We want a strategic picture. We wanna make sure that what we're writing has a purpose and it fulfills that purpose. So we have to be very clear about what the point is we're trying to get across. You need to think about who your target audience is, what ruins their day, how does your product or open source project or what have you make it better? You need to make it interesting to read. It needs to be technically accurate. Use appropriate language to connect with your audience, et cetera, et cetera. That is good messaging and communication that goes in there. On the website side of things and on the preparing the page whoever publishes your stuff, it has to be well structured. We have to have semantic stuff in there. We need to make the pages look nice. That's a presentation and structure. And then when we write well, when we make sure it's accessible, when we don't waste people's time, when we use again appropriate language, we get a good reader experience somewhere in there is good content. So I think that it's not an emotional definition. It's an empirical why are we doing content to connect, to motivate, to convert? It's gotta be good to do that. And the things that we're talking about are relatively objective and actionable. We're going to go through three pillars to create communication that connects and we're very happy to take questions probably at the end about any of the aspects of this stuff. You need to have a foundation of technical truth that communicates the business value, whatever that is to whomever your audience is. You need to know what you're about as an organization, where your strengths and weaknesses are, where you want to improve, who you're not reaching, who you're reaching. Make sure that you're creating content that is supporting whatever your priority is currently and maybe your future plans. We've got clients where we're putting wording in to content that we're creating because we know it's coming in their next campaign and we want to see the field with that stuff suddenly. So, there's fun stuff to do like that. And we worked with an executive coach when we founded the company and he helped us find our company motto which is communicate, connect, grow. But we also have this concept that we call authentic communication and I'm gonna talk about how to operationally and creatively apply empathy and clarity to build trust. So, I'm not sure, is that our mission, it's our vision, it's our, what are those three? Values. Oh, those are our values. Those are our values. We totally believe in this. Empathy, clarity, trust. All right, I'm up. You wanna do that? Yeah. So, the first pillar is foundation of technical truth and it's based on what we call the OSP value map and the value map came out of a personal experience that I was having with one of our first clients which was also an open source CMS and I was trying to understand as a business persona and a marketing persona, I was trying to understand the value that it delivered me and a lot of the communication that I was coming across was extremely technical and it was only talking about very technical features and I was wondering to myself why does this matter to me? Why should I care about these technical things and I was obviously looking out to all of the competitors and I was looking at some of the Drupal communications and other open source CMSs and they were all very technically focused and all of the communications, they were missing that connection to the value of why we should care about those technical things or the resulting business value of what those technical capabilities were. So we started implementing what we call the OSP value map and it's basically to make the point, when we start with a strong foundation of technical truth that articulates your value, this translates into better strategy and better communication which then in turn translates into clear, compelling and accurate content that connects your value to your audience. So this is a diagram of the value map. So as you can see, it's quite complex but it's highly structured and the purpose of putting this together is to create a living library of accurate, agreed upon product features, the challenges that they solve and the benefits they bring to your audience. The way that we go about producing this value map is through interviews with the team members, the experts on your team, all of the various stakeholders and also sifting through all of your materials, whether they're polished or not. And what we do is collect all of the features and it's a lot of data. So we put it all in there and what we start to do then is once we identify the features, we start grouping them into what we call feature areas and we identify the challenges that those particular features solve and the benefits that they provide. And in these clusters, so we create these one layer of organization called the feature areas and then we do another layer of organization on top called the feature categories. And then what we do is we draw what we call a value case out of that and a value case is made up of three statements about the benefit, the challenge and the solution of that particular group of features. So that's the very technical side of it and what we're able to do is then when we have these clusters and these groups going up into the pyramid, what we can do then is build a positioning out of that and so that's what you see. That's basically the value map where we go from the features into a fact-based product positioning and all of this work results in a comprehensive inventory of communication components or micro statements and it helps to give you a structured, predictable way of working. So what happens when you have a foundation of technical truth? Well, you get this unified fact-based positioning based on substance and technical truth that actually resonates with your audience. It's gonna help you create clear product messaging, enable all the stakeholders to communicate consistently, accurately and compellingly. It's your turn. It's also the furthest I've walked since getting off the plane. So I mentioned, as Tracy said, we need to be structured and we need to be repeatable. If we as service providers to technology organizations don't present a systematic approach to how we work, nobody's gonna take it seriously. We need to assure a quality of our assets, a level of technical understanding and so and we also need to be able to do better and not make the same mistake more than twice. So we have to have systems, we have to have documentation and I mentioned never staring at a blank page. Every kind of... It wasn't time. Every kind of content asset that we produce, we have a sort of a formula, right? And everything starts with, hey, the thesis of this piece of content, what is it about and what does it say it's about? We have a brand message which is sort of the subliminal read between the lines message, like as a company, we care about this and we're smart people and know Drupal super well. Whatever you want people to think about you. Who's it for? What are their pain points? Business goals and so on. Now from the value map and the research we've already collected as much of that information as possible so when we go to write content we can pull these things over and it doesn't, you need to do an investor brief, you need to do a blog post, you need to plan a whole campaign. You've got all of these, you've got the challenges, you've got the personas that are related to them and so on so you can fill this out and it's a super handy way to get rolling. And then when we put it together, this is a real web page that we were part of creating and this is a very straightforward, direct application of this system. Not yet. So this is applying a systematic approach to creating product landing pages. This is for the typo three CMS. It's another PHP based open source CMS that solves the web publishing problem in a really interesting different way to Drupal with essentially the same components. Also a fantastic open source community. So communication components are just units of communication and we give them names so that we understand how to use them and on this page then they are then applied thus. You have our tagline positioning these feature statements and value cases and the value case you touched on that and if anyone's familiar with writing case studies where you have a challenge solution benefit sort of a thing, our concept of the value cases those components and generally we wanna communicate, we wanna see if you're interested really early. We don't wanna waste your time, we don't want you to read a whole blog post if it's not relevant to you. So we try and write a value case right at the top of a blog post and it says benefit. This is what you're gonna, this is the beautiful feature that you could have if you adopt our, if you adopt Drupal, right? And then we say the challenge, right? And the challenge is not to, not to, I don't know, raise your anger or remind you about how frustrating something is. It's so that you can identify, oh wait, I have that problem too. Whoa, okay, this article is for me and then you have a solution statement which says with Drupal we solve this, this way, right? And then all of those things get re-expanded and re-used throughout the concept and but you have a very structured way to help people understand how self-qualified and read something and then know what they're getting and then you also are helped to create a better asset. Here is another example at a different level of the value map and this is very placative. It's really easy in this case but you know, connect your digital marketing funnel directly through the back end without repeatedly switching between systems, right? Integrate all your digital marketing stuff into the single CMS back end. Well, that's, if anybody's done like marketing ops and had four or five tools open and you have to copy paste and remember what you've updated like wouldn't it be great to have it in one place? Yes, so when you think of marketing campaign management you think of switching between boom, boom, boom, it's time consuming, right? Oh, who knows that? I know that. I've been in that marketing department. Yes, thank you for your support. So how do we solve that? Tightly integrate different marketing services directly into typo three for hassle free digital marketing. Now, how do we do that? We said we can create content based on technical truth in the value map, the very lowest layer, the features, right? They are things that do a thing. Avoid, create and manage fine-grained user rights in the back end and front end to reduce management overhead. Integrate with third party marketing tools and services. So the way that we do marketing and positioning and create content based on this value map structure is based on the truth. And the further down you go, the further you understand how your system delivers the promises that you make. So the top of the value map, you're making big promises in business language, right? But if somebody comes and does due diligence based on business content, you look down and you get to the base layer where there is a feature. And if you go look in the code, of course it supports it, right? By the same token, when we write developer-focused content, we start at the technical level, right? Because we like the details and we talk about APIs and whatever. And we can give information about the business values of having the APIs to the developers while explaining how to use them. So the developers say, boss, boss, boss, I have to use typo three. It's so amazing. I have to use Drupal, I have to use whatever. You give the developers the idea of the connection to the positioning, right? You talk about the benefit. They can have a more valuable conversation with budget holders, right? And act as more effective influencers. It's super nice. And it's all true. So going down in the value map is how and going up in the value map is why. Thank you. Thank you. Was it you? Huh? Thank you. I'm allowed to. So very powerful and it lets us, it lets us focus on, you know, choosing pretty words and putting them in a good order. All right, I'm back. You're back? I'm back. All right. So the second pillar that we wanna take you through is a strong content and communication strategy. So reflecting back on the value map and the strategy that grows from it, we wanna emphasize why strategy is so important and worth the time and energy to invest in it. So there's a lot of benefits to having a strong strategy and I think it's often a practice that maybe, you know, people don't understand why you should spend the time on it or what the value of having a good strategy is. And it's really important to provide vision and direction. I think this is the top benefit. All of the communication that you do needs to be focused through the lens of having vision and direction. And this obviously helps guide your content down a very focused path. The other things that a good content and communication strategy help you with is really understanding your audience, knowing what their needs and their problems are because you did all the work to research, to interview, to speak with your audience and you have these things collected in a document somewhere and the people who are writing the content can refer to this and put it through that lens. The strategy work also helps you understand how you fit in the competitive landscape and so this can help develop your product development choices as well as choosing how to focus your communications on your unique value proposition. And it strategy also helps you create plans so that you can focus your resources and energy on the narratives that connect with your audience. It's still me. So the third pillar that we wanna take you through is communication that connects. So we have a practice and a framework called, that Jan mentioned earlier, called the authentic communication framework and it's based on three values of communicating with empathy, with clarity and with trust. We'd like to take you through these three values and identify both the operational practices of the value and the writing practices of the value. In our own writing practice, we've developed a set of codes that encapsulate good writing and editing practices and help us learn and improve together and these codes were another, were sort of born out of another one of my own experiences as a non-writer. So I'm in our working relationship, I'm the strategist and that's my main focus is strategy and I'm not a writer by nature. And but obviously when companies are small, everybody has to chip in everywhere and so I was trying to write and obviously trying to do my very best and I was very frustrated by the feedback and the changes to my work that I had poured so much love and energy into. I really wanted to learn why Jam was making these changes that he made. Like my whole paper would come back like with the equivalent of red marker all over it. And as upset as you were, you said, okay, but it's better, why is it better? I did. And so we basically, we spent the next two years trying to siphon these writing principles out of Jam's brain and I also looked up a few other industry experts and we put them into a system and we'll share a few samples of those codes and principles with you. So first value, empathy. Oh here, stand in front of the screen. Oh yeah, maybe that's better, here we go. So operational empathy is really trying to put yourself into your audience's shoes, really trying to understand them and their problems and the things that they experience in a day. Also what sources they trust and things like that. And so these are a few of the operational things that you can do to have empathy for your audience. So interviews I think are the most important, actually speaking with your target audience or the subject matter experts, client advocates, devs, tech leads, all the people have conversations. Audience research is also really helpful to go out and see what else is being said in the industry not necessarily with your direct contacts with your clients or your audience but finding the articles that they read and maybe there's some studies being done and finding some kind of aggregate statistics and data about their challenges and needs. Surveys are another great way similar to interviews but a little bit more structured on the questions and being able to identify patterns of their challenges and needs. Quoting the subject matter experts. As it says, we cannot be experts in everything and the way that we do that and best be accurate and authentic is by speaking with the subject matter experts and quoting them directly in our materials. Talking with the stakeholders, definitely important and also desiloing and so collecting various perspectives helps a lot. So these are the codes that I was talking about earlier that we siphoned out of the brain. So the first code that we have is withum which stands for what's in it for me. Make sure that you lead with the benefit showing your audience why they should care in the opening section. I think Jan mentioned this earlier as well. The next one stands for connect. So using language that will connect with your target audience. Referring back to my earlier experience when I was reading all the technical materials and they were only talking about the technical features that's not speaking the business language or the marketers language. So here's a perfect example. Marketers care about product market fit and open source developers are turned off by audience segmentation, words like that. Product market fit and audience segmentation simply means are you building something that other people care about and who exactly can you help with it? That's an example of two different ways you can write exactly the same thing with empathy. Yeah. Thank you. The next one stands for criticism and it's really important to avoid hidden or implied criticism and specifically never tell people that they're doing it wrong. And this is actually an easier trap to fall into than you might think. Oh, right. He's the performer. Not me. The next code is FUD, which is a little bit similar to criticism. Avoid negative copy and FUD marketing which stands for fear, uncertainty, and doubt. We always wanna talk about things in the positive. So, and talk about the actual thing that you do do. The next code is for inclusive language. Basically wanna help readers feel respected and welcome and avoid any language of prejudice, bias, discrimination, or lacking sensitivity. That's pretty clear. The last one is PACS, which is never using a violent language. And this is also another trap that's kinda easy to fall into. So what we wanna use peaceful inclusive metaphors like art or carpentry or gardening and avoid things like war or violence or even sports tends to fall in that category as well. And the sports, leave it on the slides for a minute. The sports one is really interesting because it turns out that we are native English speakers but we have clients who are not native English speakers and we have audiences who are not native English speakers. And if I use a baseball metaphor in the UK that is not respectful or inclusive, right? Much less with someone from a different country with different practices. So keep things plain and simple. I wanna just talk quickly about this process and where the codes fall into it. We divide our, once we've got a brief, written a draft, done basic, going over that, we hand it off to another team member who does an editing pass and we do five passes on the work. The first thing is what we call the positivity pass and we can read the article and notice anything that is just great. And we take a code and we put plus plus in the code and we might even give them a compliment or thank them or some expression of gratitude. As an editor, this also reminds me not to change that and not to lose it, because it's great, right? Don't lose it in the shuffle. Then we look at the overall narrative and logical structure of the piece, the flow and the sense of the individual units and we go down and down in this kind of matryoshka doll until we get to the choice of individual words. And at any point we can write, hey, in the comment we'll write connect in all caps, I don't think that using this word for developers is gonna hit write, why don't you try this? We don't say, or maybe I use suggesting mode in Google Docs and I say, hey, I changed this to this other thing for this reason. Now we never say to each other, that was wrong and I fixed it for you, that was incorrect and this is correct, except for factual issues, right? But any of these editorial issues, when we have the time and are replying our full process, we are having a conversation between peers and we're learning from each other since it's a flat structure where we're having an exchange and the author who goes back after the editing pass is fully within her rights to say, your suggestion is so awesome, it makes the piece better, done. Or they say, hmm, no, I chose that word because of A, B and C and I really wanna keep that and then it's done but both people have thought about it and agreed on the outcome so that's also okay and often I will see a third option that I'm inspired by the conversation that we're having, right? I was very frustrated by editing in my past as a writer where some senior editor would find time in their day to edit 30% of my thing, they would make changes that I didn't understand, my stuff would disappear, would have my name on it but it wasn't my words and so on and so on and this gives us an opportunity to learn and teach and be structured and very clear and also psychologically putting it in a code removes the you are wrong, you know, you always, none of those negative psychological things we're talking about this codex of documented principles we have full documentation for all of these so if somebody really disagrees like we can go have a proper conversation about it and figure it out or create a new code or change the rules and it's fun and it's really nice they're all on our website super happy to talk about these all day as well so moving right along to clarity we've got 17 minutes, right Mike? Okay so empathy, now clarity we need clarity in two ways as we were talking about before operationally and in our presentation all of these flow in and out of each other and a lot of codes have similar cousins because there might be one cousin in the structure and narrative section and there might be one in the choice of word section that are slightly different applications of a similar concept so anyway, we write for technology organizations we want to tell the truth and we want to remember the difference between Java and JavaScript, right? We also, once we do our writing we pass everything back to the client however many review milestones they want you know, we usually plan a campaign review the titles and the audience maybe give them the briefs before we start writing depends on the client but before anybody publishes everything this is a lot of times this is going out under someone else's name if it's not one of our guest posts so they don't want nonsense going out under their name and they want to be proud of what they're putting their name under, right? So, we're accurate we like make sense, okay? I don't know now and then sort of moving into the other side of this like we just have to be focused we shouldn't be wasting people's time we should be efficient with our communication and it should be clear and easy to consume there's a code coming on the very next slide which is wall a wall of text is super, super hard to parse and if you have four or five headers in a blog post that also tell the story and a couple of bulleted lists that attract the eye you can really, on the one hand you can really help people scan and parse and get through what you've done quicker if they need to on the other hand, hot tip whatever you put in a bulleted list people are going to notice it and read it no matter where it is they're going to consume that so wall means make your headers tell the story put important stuff in a list instead of in the giant paragraph write shorter paragraphs, et cetera so here we're telling the same story over again start with the point of what the thing is about let people decide whether they want to read further do it with a value case do it another way doesn't matter but tell me the point in a case study I don't like seeing the history of the such and so company found it in whenever and blah, blah, blah, blah, blah I know they're important tell me later tell me what their problem was because then I know if I care, right? right, spock right? use logic the common application of this when we're working is somebody will make a claim that something is the best or the most efficient or the fastest or something we need to say according to section so testing page old times with this thing are 30% faster or whatever at least link to something make a small quote, what have you and don't, you know make sense, please do make sense don't talk nonsense crisp hey it's really beautiful but this is not a creative writing exercise let's like let's tighten it up if any word is not building any word or any sentence is not building towards the point of what you're doing cut it out writing it's better and better with more and more reviews up to a point and explain technical terms we have several different codes that touch on this but if you're targeting your audience at a particular level of developers okay fine you can assume a certain level of knowledge but I bet you also want to help less knowledgeable people who want to learn or want to become more senior or are moving into the industry give them enough context to also know what you're talking about so explain like such a technology brackets, a technology for parsing something or other removing dangerous whatever it is just a little bracket maybe a link to a Wikipedia entry a website, whatever because other people can then educate themselves and find the context to learn and come with you and you're benefiting more people that way super nice and we have a couple of others explain acronyms is also in that group so right so that's writing for clarity and now we move to trust the first thing that we have to say about trust is that if we operate and create with empathy it builds trust right and trust is a common outcome of acting in this way um we talk about trust signals I'm going to give some examples of these in a minute um but you need to be showing your potential clients your potential new hires your whoever it is that you're trying to attract that you know what you're doing that you have experience um this is a great place to be writing blogs about how you did x y with the last triple upgrade and so on it shows that you know what you're doing it's the same reason why you'd put your certification on the website right you're broadcasting the signal that you're trustworthy um and you know by sharing the information you're showing that you're a good open source citizen and so on um in your communication in general um don't just talk about yourself celebrate the people around you congratulate other communities whatever it is it's really nice this especially applies I think to social media but it's totally okay to acknowledge that other people are doing well too and it it's genuine and it's a gratitude practice um that should also make you feel better honestly um be your authentic self um operate with integrity please um you know that this is a really really interesting one I've um one of the reasons one of the many reasons we founded the agencies because I saw technology marketing in the past that I really didn't appreciate um and sales teams that were selling things that didn't exist and marketers who were writing nonsense because they were too afraid to ask questions right go ask the questions and quote your subject matter expert right and and like be honest that your product doesn't we don't have a chat function if that's essential to you like let's talk about what you really need to do and if that's essential cool go on it's cool it's fine be honest about that it's okay because you know if your product isn't centered on chatting and you don't have a chat it's fine and be clear about that right um so talking about these trust signals broadcast the signals that build trust the next two slides are relatively actionable um we will I'm very very happy to share the slides with people there's also more oh no right I'm one slide ahead of myself yes and we only got 10 minutes left do we want to have room for questions right so there's like three slides left right yep okay cool so look speed this is the same thing link to something that shows what you're saying is true um use facts um give examples of what you're talking about thank you Mike 10 minutes give examples that helps um people like um you know have a picture in their mind um same with metaphors right that's enough whatever's to fill something or other you know that sort of stuff that they do in reporting um quote subject matter experts directly I can write expert level content about most things because I'm not afraid to ask questions and I quote and I run through the review process quote the people in the age of AI human generated content remains valuable and important and interesting and one of the big differentiators is you're creating new content in the world when you're quoting the person who knows about her thing more than anybody in the world right so quote your experts avoid exaggeration um be simple to the point now trust signals because they're fun um and we have some more resources on our website about this this is an example of if you're trying to choose an open source project what are you looking at right what makes you think maybe that open source project would be good it seems to solve the problem that I want but do they have a code of conduct what are their release notes look like how long are their issue cues right the origin story of this is it came out of like how do I choose between the five triple modules that seem to do the same thing right um do they have a visible license how many people are using it and so on and so forth right and this all I think you all have a like a gut feeling that like yeah this is true um helps me choose something right um so we can do a sort of assessment of this with with some of our clients and then and then in theory say hey you don't have that and we can show you where to get one or where to how to create one and you know you're doing well over here some some of these are indirect most of them are direct but you can't exactly increase the number of your downloads in any honest way right but you can make sure that your release notes are good and structured and you you know you read me about it there whatever um if you're an agency it's a completely different set of signals you need to uh show people that we build a cell services team of experts sharing our knowledge qualified and experience and using set of tools process with proven track record of success that is a content structure show whatever it is you do as a product like grouping of functionalities and solutions as open source practitioners talk that show the tools and processes that you were specialized in agile and CDNs and Drupal right have a quick explanation on your website of the tools that you use blog about the tools to show that you know what you're doing so that it's credible that your products make a positive difference right that they work have team profiles people's interest and expertise on them the senior designer should uh a blog about adobe xd and css and i don't know which is the right color blue for corporations right and the head lead dev and the front and then so on everybody should have their favorite tools all this stuff that shows that credibly they work in the space their name goes on those blog posts there's a link there there's a link between these google sees that or search machines see that you build authority and and and reputation so you have a team it is qualified an experience in using tools to deliver your products the last piece you've done it successfully someone choosing you isn't the first your solutions work and your team is good to work with case studies and testimonials those are trust signals for an agent services shaped business please go to our website we have a writing and editing guide we have the full edit editing codes and we have an editing code starter page which is fun uh... we have a whole page about the value map we have a content writing guide for tech products which is fun and talks about all those components and so on we blog not as often as we want to we blog every damn day we blog every day mostly for other people and we have a podcast that sometimes we get out regularly sometimes we don't but we've done a bunch of episodes about how we write and edit and work together and they're fun and relatively short and please get in touch with us we talked about why you have a website how to make good content and why you should make good content hopefully we showed you some principles actionable ways to create communication that connects with people and helps you grow in whatever you're doing thank you very much have a nice day and we have uh... i believe we have six official minutes if there are any questions i know it was a lot everybody take a deep breath these are atoms zero zero ones they are carbon neutral recyclable machine washable the second most comfortable pair of shoes i have and they're from um... brooklyn manufactured in korea companies in brooklyn next question university seo man ai ai's impact on process uh... having too much content in the world etc etc my favorite perspective currently about the state of ai now is that it's like a very enthusiastic intern so you can get a lot of you can get a lot of information some of which will be useful uh... and some won't we are experimenting with doing basic research or saying what is the internet say are the most ten important ten most important points about something but we're backing all of that up with our own uh... with our own work the next generation of a i is going to be able to combine private data sets with public data and we believe that with the value map and the content libraries from our clients will be able to draw some smart conclusions and probably write some smarter out lines and so on so plus we truly believe that working with people who want to communicate in their own voice and creating new content in the world is going to be meaningful for some amount of time also i'm no expert but i've heard that the search engines are pretty much already hip to when a i is generating content and they're giving it quite happy penalties which is i mean for me that's great news and i think for most of us yes man we do those too yeah yeah yeah yeah so did you say commend at the beginning so i'll just repeat it for the recording um... she's uh... she's a journalist that works in healthcare writing and seo and um... finds it interesting and unusual that we have this solution to the blank page problem and not just a style guide so on our website um... there's a blog post the images like um... some uh... a carnation in a series of photos a time lapse of it blooming and in that blog post about how we work there is the content template that we use and please download it please get in touch let's talk about it it's fun we have them for many many other formats matias no i really don't want to repeat you yeah i was just thinking i also do development i also do development and i also work with writing and i've been using this and if you've ever worked in a software project that is well well structured you know how past it is to write the real code at the end and then having a really good review process afterwards how good it makes your code how much you learn from it this is kind of it okay nice thank you i'll take that as a compliment uh... matias is many one more thing the magical thing that actually happened once is that suddenly discover a feature you didn't know you had oh yeah oh yeah so the value map is really interesting because uh... we're moving it into a proper database now and um... you can say hey this thing is sitting off by its own so like if it's not connected to the ring value why are you spending money on it or you say you do this thing but there's no how right it's pretty fascinating uh... matias is many things he among them he is a team member to open strategy partners he's also a typo three association board member typo three is one of the many uh... open source projects that we are professionally and personally involved along with drupal and a bunch of others any other question