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We're proud to announce Maring's new course at UX Content Collective: Fundamentals of Support Content. Get it now for 25% off! 

If you’ve ever found yourself frustrated by terrible help center content, you’re not alone. Most of it sucks.

But why?

That’s why I’m excited to share this conversation with Maring Eberlein. Maring is a support content expert with a deep understanding of what makes help centers effective — and what makes them fail. She’s worked with companies large and small, transforming their support content from "just get it done" projects into real strategic assets.

We get into everything from why so much support content is subpar to how companies can stop playing catch-up and start building better self-serve experiences for their users. If you’ve ever wondered how support teams, content designers, and technical writers can work together more effectively, this episode is for you.

What we talked about:

• Why most support content sucks — and how to make it better
• The difference between support content and technical writing
• Why support content should be an asset, not an afterthought
• How to "train" your users to find answers on their own
• What companies get wrong about chatbots and AI-driven support
• The rise of structured content and why support teams should embrace it
• Practical ways support teams and content teams can work together

Notable quotes:

• “Support content isn’t a cost — it’s an asset. But most companies don’t realize that until it’s too late.”
• "Users don’t want to watch a 4-minute video when 3 clear steps would do the job."
• "If your help center looks like a mess, it tells me your product might be too."

Where to find Maring:

• LinkedIn
• Fundamentals of Support Content course
• Maring's website

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Canva is a true (Aussie) tech success story, and the content design practice there is no small reason why. 

One of the people leading that practice is Sally, Head of Content Design at Canva.

Sally and I dive into how Canva has built one of the strongest content design practices in the world, why leadership is about more than managing people, and what content designers need to do to grow their careers. We also discuss why content design in Australia often feels a few steps behind the global stage and what Canva is doing to set an example.

This was such an honest and motivating conversation, and I think it’ll resonate with anyone working in content or design, especially those navigating fast-paced environments.

Timestamps:

(0.52) Content design at Canva (4.28) Sally's work experience and history (8.30) Growing Canva's content design team (10.44) How Canva content designers approach AI (13.20) How Sally helps lead and develop her team (23.00) How leaders should prioritize (26.20) What Sally looks for when hiring (29.20) How to navigate change as a leader (32.50) Sally's biggest leadership challenges (38.15) The importance of culture and values (43.30) Psychological safety in teams (48.20) What the industry needs to change

What we talked about:

• How Sally helped build a 30-person content design team at Canva
• Why content drives the first impression users have of Canva
• The four pillars of growth for content designers at Canva
• Balancing leadership with staying connected to the craft
• How Sally helps content designers focus on impact, not volume
• The emotional side of change and why people feel loss more than gain
• Why diversity in hiring goes beyond skills to mindset and adaptability
• Navigating the challenges of a fast-growing company culture

Notable Quotes:

• “Content drives the first impression of Canva. We have a lot of responsibility to make sure that’s a good one.” — Sally
• “There’s no such thing as time management, only choice management.” — Sally
• (AI): “If we focus too much on the loss, we’ll never realize the gains.” — Sally

Where to Find Sally:

• LinkedIn

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A few weeks ago I made a post on LinkedIn that caused a little bit of a stir. I said that content designers need to do more in considering how content supports the greater product ecosystem...and why that lack of curiosity might be holding them back.

In essence, I was asking: which is more important - product or content?

I got a lot of great responses, but Scott Kubie's was one that stood out to me. His view was that my assessment of the situation was a little upside down, and that we should talk about it.

So I did.

Scott and I agree that content designers need to think bigger, but we're coming at this from slightly different directions. This episode, we hash it out. I hope you enjoy it - it was a productive, pleasant, and deep conversation that really left me with a better understanding of Scott's position.

What we talked about:

• Why Scott thinks content people are “playing small” — and what they can do about it
• What "content" actually is
• The real role of content in a product 
• The difference between interface copy and content that truly drives value
• Why structured content and content operations are the future
• Scott’s candid thoughts on how to navigate industry challenges and thrive
• The content "death star":

Notable quotes:

• “Content is what people are there for… not just the words on the screen.” 
• “There’s a massive opportunity available to any product manager who wants to pick it up and run with it, which is to start thinking about your content ecosystem.”

Resources Mentioned:

• Apple’s Human Interface Guidelines

Where to find Scott:

• LinkedIn
• Scott's website

Listeners get 20% off podcasts and workshops at UX Content Collective! Just use PODCAST20 at checkout

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Having trouble letting go? Deiadora Blanche (Airbnb, Coursera) can help. 

In this episode, we dive deep into the idea of ego detachment — letting go of personal attachment to the work we do. Deiadora shares her journey from business consulting to content strategy, and how she’s learned to balance personal growth with professional success. 

We also chat about thinking like a CEO, even when you’re not in leadership, and how content professionals can create their own success by setting metrics and driving results. Plus, Deiadora shares some incredible insights about AI content strategy — why we need to engage with it, not fear it.

If you’re curious about how to stay grounded in your work, navigate high-pressure environments, or just want to hear some practical advice on building a successful content strategy career, this episode is a must-listen.

What we talked about:

• Deiadora’s path from business consulting to content design
• Why detaching from your ego can make you a better content designer
• How to set metrics for your team and think like a CEO
• Using mindfulness to step back and make better decisions
• How content professionals can lead without a formal title
• Practical tips for using AI in content strategy
• Why letting go of attachment to outcomes helps you succeed

Notable quotes:

• “Stop being so attached to the work—it's not about you. It’s about what the user needs.”
• “When you step away and detach from the ego, you can make better decisions.”
• “Thinking like a CEO is essential, even when you’re an individual contributor. Own the work, don’t wait for direction.”

Where to find Deiadora:

• Deadorable Life
• The Quantum CEO Podcast
• LinkedIn

Listeners get 20% off podcasts and workshops at UX Content Collective! Just use PODCAST20 at checkout

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Vidhika Bansal might win the award for the most positive Twitter timeline. Just reading her tweets makes your entire day better.

But Vidhika's talents go far beyond nice social media posts. Her intense interest and focus on human behaviour and user research make her one of the most thoughtful and fascinating people in UX. She's spoken at conferences like Button and Confab, led teams at organizations like Intuit, and has one of the most human-centered approaches to UX that I know of. 

Vidhika shares her journey from studying pre-med to finding her passion for human-centered design, explaining how her love for poetry and small details fuels her content strategy work today. She talks about the intersection of behavioral psychology, content design, and the profound impact of well-crafted UX writing on user confidence and trust.

Whether you're a content designer, UX writer, or simply curious about how the little things in digital products can make all the difference, this episode dives deep into the art of designing for the human experience.

We talk about:

• Vidhika’s unexpected journey from pre-med to UX design
• The power of small details in building user confidence
• Balancing efficiency and humanity in content design
• How poetry and emotional storytelling influence Vidhika’s UX work
• The importance of content in high-stress user situations
• Designing with edge cases in mind: why the small problems matter most
• The evolving role of content designers in shaping user experiences
• Why internal tools and processes are just as exciting as customer-facing products

Connect with Vidhika: 

• https://vidhika.carrd.co/

• Vidhika on LinkedIn

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Larry Swanson might be one of the most knowledgeable and friendly people in content design and content strategy. Every time you speak to him, he’s full of joy and passion about the craft.

Not just that - he’s probably one of the most intelligent people in the industry when it comes to the technical aspects of content. He calls himself a “content architect”, but that’s really too short a description of his capabilities. Whether he’s talking about information architecture, content modeling, or content and AI, Larry has just an unthinkable amount of knowledge and depth when it comes to how content is created and structured within a product experience.

So that’s why I had him on the podcast today. We discuss:

• Larry’s history in content

• His thoughts on the skills content designers need to succeed

• Knowledge graphs - what the hell are they, and why are they important?

• Information architecture

• Much, much more…

Connect with Kyra: 

• Larry Swanson on LinkedIn

• Knowledge Graph Insights

• Content Strategy Insights

• Content + AI

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Get US $100 off your ticket for the upcoming Button Conference! Use UXCC100 at checkout! 

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I know, I know. A lot of AI. But I swear, the conversation in this one is really worth listening to. 

For so many organizations, the use of AI is dictated by the CEO, or head of product, etc. Rarely do content designers take the effort or initiative to actually develop an idea of how AI should be integrated.

That's why this interview with Kyra Lee from UserTesting was so fascinating to me. Kyra and her colleagues have taken the initiative to create a "playbook" about how AI should be approached in their design philosophy.

We talk about that, plus...

• Why Kyra's interest moved from working in law to UX
• How UX writers and content designers can take part in quality research
• What Kyra has learned about testing content with users
• Why not ALL of your content actually needs to be in the user interface
• An approach to AI for user research that maintains a human touch...

As always, let me know your thoughts: [email protected].

(Also, yes...audio is a bit off today. Again. Please be patient as I fix some ongoing issues!)

Connect with Kyra: 

• Kyra Lee on LinkedIn

• Rolling with Kyra

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Getting into content design is hard enough, but contracting roles are a different struggle altogether. While they can be lucrative (potentially depending where you live) they're also difficult to crack. 

But they're also a necessary struggle to understand - often the way to start a content design career is to begin with some contracting roles. 

Today's guest is a content design contracting queen. Alliteration! 

Slater Katz has worked as content designer for Netflix, Chime, Verizon, Fitbit, and more. Not only can I vouch for her content design skills (she's worked with us at UXCC for a bit) but she's unique in that she understands how business goals and design goals intersect - a rare skill.

And she understands personal branding better than anyone in the biz, in my opinion.

In this interview we discuss content design contracting, how to improve your personal brand, what makes a great contractor stand out, and why asking questions when you start isn't a sign of weakness - it's a strength.

Connect with Slater: 

• Slater Katz on LinkedIn

• The UX Gal

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Ah, English degrees. So often the target of snide comments and "there but for..." looks. I don't think there's another academic pursuit that's used as a metaphor for uselessness quite as much. Maybe basket weaving. 

And yet, as content designers know, English majors can become one of technology's secret weapons.

Speaking of secret weapons...

Today's guest might be one of the most impressive people in content design. 

Sammie Spector is the content design lead at Condé Nast, where she looks after brands including Vogue, The New Yorker, Condé Nast Traveler, GQ, Glamour, Architectural Digest, Vanity Fair, Pitchfork, Wired, and Bon Appétit. And she's one of the most impressive people I know. She has an incredible work ethic. Not only does she hold down a demanding job, she grades students and teaches workshops for UX Content Collective, and oh...she was an English major too.

Which is exactly what we talk about today. How English majors can stop feeling helpless, and start thinking about their careers. But we don't stop there. We cover:

• Why content design has a pipeline problem, and how to fix it
• What it's like working at a publishing company versus a traditional "tech" company
• Why English majors should start thinking early about how to adapt their skills to tech
• What content design can learn from software engineering to fix our graduate shortage

Sammie's wisdom should be heard by everyone in the industry. Send this to your friendly neighbourhood English grad, and give them a smile: it's gonna be okay. 

Connect with Sammie: 

• Sammie Spector on LinkedIn

Listeners get 20% off podcasts and workshops at UX Content Collective! Just use PODCAST20 at checkout

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There's an interesting path opening up in content design: working on the actual language models underpinning this explosion of new features we're seeing. 

This is a new and fairly anxiety-inducing area. But as content designers, it's important that we engage and help build any type of new technology that involves content - or it's going to outpace us.

This is why I spoke with Ben Barone-Nugent from Google for today's podcast. He's on the Gemini team, and we spoke about his work in moving from traditional "content design" into the content (and conversation) design for an chat-based LLM experience. 

This is an important chat for many reasons, but here's a big one: it's important that we see a future for how content designers can be involved in this type of work. We talk about that, and:

• How content designers can work on language models
• The path from content design to conversation design to AI
• What LLMs are good at, bad at, and what we don't know yet
• The future of content design as creating content at scale 
• Much, much more!

A quick note: apologies for my audio quality this month. I accidentally used my laptop microphone instead of my big fancy one. Don't hate me!

Ben on LinkedIn: 

• Ben Barone-Nugent on LinkedIn

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