Is personalized content unethical?

Personalized content has been the goal of many in the technical communication and content strategy communities for a long time now. And we encounter personalized content every day. Google “purple left handed widgets” and you will see ads for purple left handed widgets all over the web for months afterward. Visit Amazon and every page you see will push products based on your previous purchases. Visit Facebook …

Well, and there’s the rub, as Mark Zuckerberg is summoned before congress for a good and thorough roasting. Because what Cambridge Analytica did was personalized content, pure and simple, and no one is happy about it. read more

Content is a Utility

Summary: When content is a utility the job of the tech writer is to ensure reliability of supply.

In my earlier post, Content as Furniture, I suggested that while content used to be furniture — something to be acquired selectively and displayed as a prized possession (and a mark of status) — it is rapidly becoming a utility — something we simply expect to be there when we need it, like water or electricity.

The notion that content is becoming a utility has some pretty important consequences that I think are worth discussing. read more

Content as Furniture

Summary: Content is no longer furniture; it is a utility. We have to learn to treat it as such.

I am in the last throes of our move from Ottawa to Kitchener-Waterloo, Ontario, which involves moving a lot of content. Boxes and boxes of great heavy lumps of paper and ink content. Great gaping room-swallowing wooden content storage units. Think those old hard drives in the computer museum (or your basement) were costly and low-capacity? Let me show you a book case. More to the point, help me move it. read more

Web Organization is not Like Book Organization

One of the most difficult aspects of moving content to the Web is that webs are not organized like other things — books in particular. And the difference is not small. It is not that web organization is somewhat different from book organization. It is so different that you can’t even look at web organization the way you look at book organization.

And that may be the biggest problem in moving content to the Web. We are used to being able to look at the organization of our content in a particular way, from the top down, and that does not work on the Web. That makes the difference very difficult to get used to. read more