Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Your Technical Content is Inbound Marketing Gold

958 vues

Publié le

Inbound marketing connects with potential customers through SEO-focused content that is of maximum relevance and value to them. It's a crucial tool for cutting through the noise of today's marketing-saturated world, but often-overlooked in inbound is the role of tech writers and the benefit of their content. This talk examines ways to increase the marketing power of the docs you already have and bridge the gap between tech and marketing content creation. Get your marketing and doc teams collaborating and the results can pull in potential customers, earn their trust, and drive business growth.

Publié dans : Marketing
  • Login to see the comments

Your Technical Content is Inbound Marketing Gold

  1. 1. YOUR TECHNICAL CONTENT IS INBOUND MARKETING GOLD DAVIN PUKULIS | DIRECTOR OF MARKETING | K15T SOFTWARE | @DAVINDOES
  2. 2. AGENDA HOWDY INBOUND MARKETING AND THE GAP BRIDGE BUILDING: LIGHT AND FAST BRIDGE BUILDING: GO BIG REAP THE REWARDS
  3. 3. AGENDA HOWDY INBOUND MARKETING AND THE GAP BRIDGE BUILDING: LIGHT AND FAST BRIDGE BUILDING: GO BIG REAP THE REWARDS
  4. 4. HOWDY, I’M DAVIN ...say “day-vin”
  5. 5. K15T SOFTWARE HERE IN STUTTGART K15t Software
  6. 6. DOC BETTER TOGETHER getenlite.com Learn more at booth 2/E01 in Hall C2
  7. 7. AGENDA HOWDY BRIDGE BUILDING: LIGHT AND FAST BRIDGE BUILDING: GO BIG REAP THE REWARDS INBOUND MARKETING AND THE GAP
  8. 8. PHOTO: OUTSOURCEMARKETING.COM ARE CONSTANT INTERRUPTIONS
  9. 9. Inbound:
 no interruptions,
 just information Identify and dive deep into the challenges and drivers of those your product offers value to, then develop content that addresses them BEGIN BY UNDERSTANDING
  10. 10. "Best way to sell something: don't sell anything. Earn the awareness, respect, and trust of those who might buy.” — RAND FISHKIN, MOZ
  11. 11. Inbound:
 no interruptions,
 just information BUT INBOUND ISN’T FOR EVERYONE Identify and dive deep into the challenges and drivers of those your product offers value to, then develop content that addresses them THEN VISIBILITY, TRUST, LOYALTY SEO gets your content found; quality earns trust that leads to a purchase; fostering post-sale success leads to loyalty BEGIN BY UNDERSTANDING Some orgs empower sales teams rather than customers; others only use content for compliance
  12. 12. TECHCOMM INBOUND AND
  13. 13. Technical vs. inbound HOW vs. WHY Solves problems for existing users and customers post-purchase – it focuses on answering HOW to do something INBOUND CONTENT – ‘WHY’ Solves problems for those your product offers value to – it focuses on explaining WHY to do something (the benefit of taking action) TECHNICAL CONTENT –‘HOW’
  14. 14. AGENDA HOWDY INBOUND MARKETING AND THE GAP BRIDGE BUILDING: GO BIG REAP THE REWARDS BRIDGE BUILDING: LIGHT AND FAST
  15. 15. LIGHT AND FAST BRIDGE BUILDING: IMAGE: BILL WATTERSON
  16. 16. Teach your old docs
 new tricks MAKE THEM PART OF YOUR BRAND Attract solution-seekers (SEO), build confidence and trust; convince other org stakeholders to respect docs’ power for sales PUBLISH ON YOUR SITE, PROMINENTLY Keep them on your website’s domain or a sub- domain for SEO value; make them prominent GREAT DOCS ARE A SALES ASSET Logo and visual style along with tone of voice must be applied consistently
  17. 17. Keyword up,
 and be sociable Apply keyword strategy from Marketing to doc content and tag structure; develop clear link strategy be disciplined with application (SEO) SOCIALIZE YOUR DOCS Your users want a say – provide feedback and sharing channels to make them happy; host forums and email groups to develop community KEYWORDS, TAGS, LINKS – OH MY
  18. 18. Inbound that’s
 better informed FEEDBACK FROM INTERNAL TEAMS Docs are a wellspring for best practice blog posts, videos, webinars, white papers, even success stories – but always explain WHY INSIGHT FROM USERS Reviews of doc comments, helpful ratings, and page statistics reveal most important topics TECHCOMM – AN INBOUND FOUNDATION Marketing and techcomm must actively seek feedback from sales, customer success, support; use this
  19. 19. AGENDA HOWDY INBOUND MARKETING AND THE GAP BRIDGE BUILDING: LIGHT AND FAST REAP THE REWARDS BRIDGE BUILDING: GO BIG
  20. 20. GO BIG BRIDGE BUILDING: IMAGE: TRAVELZOO.COM
  21. 21. Create a
 shared strategy Docs and marketing must share vision and understanding of business goals, human resources/roles; collaborate closely on projects HAVE A FUNNEL SUMMIT Decide jointly what content applies to what buyer’s journey stage, what’s missing, and how to work together fill the gaps TAKE IT FROM THE TOP
  22. 22. AND THE FUNNEL TECH CONTENT HTTPS://WWW.CHERRYLEAF.COM/BLOG/2015/11/HOW-TECHNICAL-DOCUMENTATION-HELPS-THE-CUSTOMER-JOURNEY/ SEE ALSO: SARAH RICHARDS’ PRESENTATION AT TCUK 2016
  23. 23. How tech writers
 elevate marketing Deep knowledge of product functionality, benefits to users, use cases, and the ability to verbalize it all clearly CONTENT, CONTENT, CONTENT Strategic alignment makes tech writers a key part of the content engine, providing the basis for many types of inbound marketing FEATURES, BENEFITS, USE CASES
  24. 24. How marketing elevates tech writers Including ‘why’ benefit language where appropriate in docs can build trust by showing empathy for the user EXPANDING THE VALUE OF DOCS Demonstrating techcomm’s role in sales and marketing success makes documentation more important to organizational leaders ADDING THE ‘WHY’
  25. 25. AGENDA HOWDY INBOUND MARKETING AND THE GAP BRIDGE BUILDING: LIGHT AND FAST BRIDGE BUILDING: GO BIG REAP THE REWARDS
  26. 26. That was then,
 this is now A SINGLE SOURCE OF TRUTH Wellspring to inform decisions, provide building blocks; more accurate inbound content; more efficient resource use FEEDBACK IMPROVES CONTENT Marketing content improves through insight and feedback on features, benefits, use cases, and behavior of solution seekers SMARTER INBOUND CONTENT With documentation as a single source of truth and collaboration tools to allow close partnership, better inbound happens faster
  27. 27. PICK A GOOD TOOL COLLABORATION:
  28. 28. Quality is job one THE NOT-UNEXPECTED RESULTS Potential customers will go where great content is; when creating it, tech writers’ abilities to inform are a powerful tool – just add ‘why’ A FORCE FOR GOOD (QUALITY) Technical communication connects better though empathy; inbound content is more informative and useful; both are great for users IF YOU BUILD IT THEY WILL COME Bring these two ideas together to deliver a powerful experience for both your existing users and your potential customers
  29. 29. Thank you! Visit us at booth 2/E01 in Hall C2. DAVIN PUKULIS | DIRECTOR OF MARKETING | K15T SOFTWARE | @DAVINDOES getenlite.com

×