Get To Know Each Other: Marcomm IS Techcomm
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Video: https://youtu.be/AXPG_d-XiZk We’ve come to think of it like this: content is content. Marketing and technical communications are generated for the same end users at different points in the product adoption life-cycle. The distinction between marketing communications and technical communications is far less pronounced than it once was. Managers sometimes see little difference in skill-sets and often put content creators together in one role or department – and maybe they’re right. During our careers we’re often dealing with a lot of technical content but also creating marketing communications; we’re in a good position to see how very little difference there might be between them. They’re both an always-on dialogue with the user, just at different points in the product adoption life-cycle. We’ll explore the audiences who consume content, ideas related to a seamless content experience, how both training and support factor into this, and talk about implementation ideas.
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Get To Know Each Other: Marcomm IS Techcomm
- 1. Get To Know Each Other Bernard Aschwanden www.publishingsmarter.com Content is Content: Marcomm IS Techcomm 12:32 1 @aschwanden4stc @AdobeTCS
- 2. Before We Begin 12:32@aschwanden4stc @AdobeTCS 2 @AdobeTCS
- 3. Who The Heck Am I? 12:32@aschwanden4stc @AdobeTCS 3 Bernard Aschwanden A past President of www.stc.org and founder of Publishing Smarter Helps teams make the case that content is the key business asset with a focus on how content makes or breaks a relationship
- 4. Content is Content 12:32@aschwanden4stc @AdobeTCS 4
- 5. Tech Content MUST BE Part of Your Marketing 12:32@aschwanden4stc @AdobeTCS 5
- 6. The Informed Consumer 12:32@aschwanden4stc @AdobeTCS 6 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
- 7. Where Tech Comm Comes In 12:32@aschwanden4stc @AdobeTCS 7 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
- 8. Pre-sale (Marketing) Post-sale (Tech comm) 8 Content Convergence 12:32@aschwanden4stc @AdobeTCS
- 9. Convergence Summary 12:32@aschwanden4stc @AdobeTCS 9 Marketing Technical End users Identify end users early, target content for their needs. Provide an always-on dialogue aligned with end users. Multi-channel publishing Provide content in appropriate formats, including HTML, PDF, and applications. Level of technical detail Always high-level, now increasingly technical. Always technical, now increasingly focussed on higher level, including users’ business goals. Type of content Articles, blogs, tweets, case studies, whitepapers, advertising, promotions, etc. Integrated marketing communications helps customers understand what the product does and decide if the product solves their problem. Books, guides, and topics, where the aim is to provide a library of content to help users understand and use the product.
- 10. Post- sales: Tech comm Differences Do Exist, But It’s ONE Customer 12:32@aschwanden4stc @AdobeTCS 10 Pre-sales: Marketing End Users/ Customers/ Potentials
- 11. Seamless Consistent Experience 12:32@aschwanden4stc @AdobeTCS 11
- 13. DITA for Different Readers 12:32@aschwanden4stc @AdobeTCS 13
- 14. Let’s Make It Friendly 12:32@aschwanden4stc @AdobeTCS 14
- 15. Publish DITA with Content Filters 12:32@aschwanden4stc @AdobeTCS 15
- 16. Build Your Own Based on DITA 12:32@aschwanden4stc @AdobeTCS 16
- 18. One User. One Set of Content. 12:32@aschwanden4stc @AdobeTCS 18
- 19. Output Could Apply To All 12:32@aschwanden4stc @AdobeTCS 19
- 20. Filtered for the Base 12:32@aschwanden4stc @AdobeTCS 20
- 21. Filtered for the Luxe 12:32@aschwanden4stc @AdobeTCS 21
- 23. Expanding on the Experience 12:32@aschwanden4stc @AdobeTCS 23
- 24. The Right Content, The Right Place, The Right Time 12:32@aschwanden4stc @AdobeTCS 24 Page Header Content Body Content Marketing Body content pulled from marcom. Conceptual or informative, and related to page specific messaging. Tech Comm Body content pulled from tech comm. Task, concept, or reference, and related to page specific messaging.
- 25. Mix. Match. Repeat. 12:32@aschwanden4stc @AdobeTCS 25
Notes de l'éditeur
- This discussion explores a whitepaper we wrote for Adobe Topics range, and questions are encouraged Also, like many before us, a quick thanks To Adobe for sponsoring this annual event To you for participating and making it a massive success
- We all generate content for the same audiences The audience is always looking for something more The distinction between marketing and tech comm is less pronounced than it has been Managers hire people with similar skill sets to create either type of content Both are an always-on discussion with users We come in at different points of the product adoption lifecycle
- This standard process involves (2, 3, and 5 use content, ideally COMPANY content) Problem Recognition Information Search Evaluation and Selection of Alternatives Purchase Decision Post-Purchase Evaluation
- This standard process involves (2, 3, and 5 use content, ideally COMPANY content) Problem Recognition Information Search Evaluation and Selection of Alternatives Purchase Decision Post-Purchase Evaluation
- Pre-sales: Marketing Provide enough info to inform the consumers Content is often public Feedback and opinion of existing customers exist You SHOULD know what you do well, and where to improve (techcomm) Post-sales: Tech Comm Info to help buyers to use product w/ full potential Meet business goals in a usable and helpful way Content here becomes part of the pre-sales msg You SHOULD know what works or not, then fix it
- Same core delivery channels but… Marketing publishes content not used directly by the users Point-of-sale Advertising Brochures Tech comm publishes to formats not used directly by sales Online help Error messages Code and API guides Technical specs
- End users don’t think of it as “pre-” or “post-” sales, they think of the experience It’s content. They use it. It should work. Seamless and consistent means it should work the same All the time Same search, filters, feedback, sharing, etc Gather metrics and learn from it Use what you learn to ID when/where people use content ID when they cross silos Improve and refine your content
- Pre-sales readers get a deeper dive into tech comm NOVICE: No real experience in the products/services Newer users may need videos, clear and simple examples, overview of new features BEGINNER: Know the basics of what we do/offer COMPETENT: They are informed with enough detail to make a valid decision Integration of content provides all content, to all users Let the user decide what matters based on skill and needs Marketing and tech comm are two sides of the same communications coin!
- Why stop at marketing and tech comm? Support and Training are also content! Support the entire user experience from pre-sales to learning, to long-term use.
- End users don’t distinguish content by “type” or by “department” You shouldn’t either Deliver a seamless, coherent experience
- Consider tools that leverage the enterprise Publishing with FrameMaker DITA publishing is often discussed with a “you need the toolkit” or “you need custom code” discussion but with FrameMaker publishing can be integrated and hidden Allows PDF, HTML5, and a lot of other outputs Adobe Experience Manager Leverages DITA behind the scenes It’s both a marketing CMS and a DITA-ready CCMS Share/reuse Oh, BTW, yes, you can share the content easily. Drag/drop and DITA can be added to ANY content
- Sharing content is invaluable as assets created by one team should be reused where applicable Don’t write it twice When anyone updates content, everyone should benefit Edit, review, approve, and translate your content. Once. Then share. You need to manage content as a business asset and show good information governance Build a robust content strategy to take that into account
- A consistent user experience of content, no matter where the end user is in the product adoption lifecycle, just makes sense Let customers flow seamlessly from one type of content to another, both carefully aligned with the business cases and goals of the consumer
- We do stuff, and we think it’s fun Content strategy Content analysis Content cleanup Content migration (to FrameMaker, or to DITA, or both!) Training, templates, support, development, etc Basically, we help companies publish better, faster, and smarter We want people to do less of the “boring” work, and more of the interesting and thoughtful work Reach out to us: DITAworld@publishingsmarter.com