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Episode Info: Rob Mills Rob Mills thinks a lot about content operations. As Head of Content at GatherContent, which provides a content operations platform, he both manages and writes about content ops. So, yes, this episode gets a little meta at times :) Rob sees the growing multidisciplinary nature of content work as a "fun challenge." He revels in the demands of connecting the many ops worlds that converge in his: content ops, design ops, research ops, and dev ops. Rob and I talked about: his background in journalism, data analysis, agency work as a project manager, and audience research at the BBC how the exact scope of his role as the Head of Content at GatherContent changes daily, even hourly some of the pioneers in the field of content ops: Deane Barker, Colleen Jones, Rahel Bailie, and Hilary Marsh the hallmarks of their approach at GatherContent to content operations: repeatability, scalability, systemization the three pillars of content ops: people, process, and technology how content ops can help scale operations of any size the people challenges in implementing a content operation - e.g., helping large numbers of diverse content creators to understand where their efforts fit in a workflow his efforts to scale up the amount of content they create at GatherContent (and how his 2015 self is hindering the effort) the challenges of measuring the effectiveness of legacy content the difference between being data-informed and data-driven - and the importance of trusting your instincts when reviewing content performance how he incorporates qualitative information, like reader correspondence, in his ongoing evaluation of content how the evaluation of old content can help you decide where to scale up your new-content efforts his involvement in the GatherContent product - proofing content, helping with onboarding scripts, etc. the importance of workflow in content operations insights from workflow masterclasses he has conducted on how long it takes to produce a "typical" piece of content - 15 hours for a 750-word web page, e.g. the hazards of underestimating the time and effort it takes to create content, especially when you're scaling operations how having clearly articulated workflows can help instill accountability and visibility (not blame or finger-pointing) and identify and deal with bottlenecks how tools like workflows and style guides can make folks' lives easier - by showing them how they fit into the process and clarifying their roles how the very nature of a workflow can inspire reflection on how to improve it the growing multidisciplinary nature of content work how the convergence of content ops, design ops, research ops, and dev ops are creating a "fun challenge" for folks who work with content Rob's Bio Robert is Head of Content for GatherContent, the Content Operations Platform. He develops, implements, measures, and refines their content strategy and is editor in chief of the GatherContent blog. He ...
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