Unified Content Development: Integrating Tech Comm, Marcom, and Technical Support
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Sarah O'Keefe presentation, first delivered at tcworld 2015, November 2015, in Stuttgart, Germany. Discusses how to unify content development across technical communication, marketing, and technical support organizations.
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Unified Content Development: Integrating Tech Comm, Marcom, and Technical Support
- 1. @sarahokeefe Unified Content Development flickr: youngandwithit Sarah O’Keefe Scriptorium
- 2. Sarah O’Keefe @sarahokeefe flickr: johnloo, alicehenneman booleansplit Likes Dislikes
- 3. Slides are available @sarahokeefe ❖ http://www.slideshare.net/Scriptorium/unified- content-development-integrating-tech-comm- marcom-and-technical-support ❖ or http://tiny.cc/integratingcontent
- 10. Nobody tells the complete story. @sarahokeefe flickr: dullhunk
- 11. Reality: They complement each other. @sarahokeefe ❖ Marcomm goal:
- 12. Before the sale or after? @sarahokeefe
- 13. Before the sale or after? @sarahokeefe
- 14. @sarahokeefe 0% 25% 50% 75% 100% Pre-sales Post-sales Return customer Marcom Techcomm Training Tech support
- 15. @sarahokeefe 0% 25% 50% 75% 100% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
- 16. @sarahokeefe Brands have a holistic view of customers 0% 25% 50% 75% 100% 81% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
- 17. @sarahokeefe Customers who say their retailer understands them. 0% 25% 50% 75% 100% 37% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
- 18. @sarahokeefe Communications are usually relevant. 0% 25% 50% 75% 100% 35% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
- 19. @sarahokeefe If the instructions are confusing or incomplete, how does that make you feel about the products you buy? (Choose all that apply) http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
- 23. Closing the delivery gap @sarahokeefe ❖ “They focus, above all else, on treating their most profitable customers in ways that ensure that they come back for more and recommend the company’s products and services to their friends.” Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005
- 24. Comparing marcom and techcomm @sarahokeefe Your turn
- 25. @sarahokeefe Marcom Techcomm Details? Few Many Impact on revenue? Lots None Purpose Persuade Inform Analytics Yes Rarely Affects product positioning Yes Not on purpose When read? Before buy After buy
- 26. @sarahokeefe Marcom Techcomm Details? Many Many Impact on revenue? Lots Lots Purpose Persuade/inform Persuade/inform Analytics Yes Increasing Affects product positioning Yes Yes When read? Before buy Before & after
- 27. @sarahokeefe Techmarcom(m) Details? Many Impact on revenue? Lots Purpose Persuade/inform Analytics Yes Affects product positioning Yes When read? Before & after
- 28. What are the obstacles to unified content development? @sarahokeefe Your turn
- 29. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective Photo: Ildar Sagdejev
- 30. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective
- 31. How do we address the organizational problem? @sarahokeefe Your turn
- 34. @sarahokeefe
- 35. @sarahokeefe
- 36. @sarahokeefe
- 37. @sarahokeefe
- 38. @sarahokeefe
- 39. Can you envision a chief content officer? @sarahokeefe Your turn
- 40. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective P
- 41. “An information silo is an insular management system incapable of reciprocal operation with other, related information systems.” @sarahokeefe https://en.wikipedia.org/wiki/Information_silo
- 42. Your silos are of no interest to customers, except when they cause problems. @sarahokeefe
- 43. @sarahokeefe Credit:Victor de Schwanberg/Science Photo Library
- 44. @sarahokeefe Credit:Victor de Schwanberg/Science Photo Library PowerPoint
- 45. Why do silos exist? @sarahokeefe Your turn
- 46. @sarahokeefe 1. Department 2. Channel 3. Discipline 4. Customer/user phase 5. Feature http://review.content-science.com/2014/02/5-types-of-content-silos-to-break-down/
- 47. @sarahokeefe Dear Sarah, Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support? Signed, Anxious in Anonymity
- 48. @sarahokeefe Dear Sarah, Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support? Signed, Anxious in Anonymity
- 49. How can you remove silos? @sarahokeefe Your turn
- 54. Obstacles @sarahokeefe ❖ Culture ❖ Staff background, focus, interests ❖ Silos ❖ Reporting structure ❖ Attitude ❖ Perspective Flickr: ricardo
- 55. @sarahokeefe
- 56. @sarahokeefe Design is the process of deciding how information is presented to the person who needs it. flickr:paulk
- 57. Automation applies design to content without human intervention. @sarahokeefe flickr:spenceyc
- 58. Snowflakes are a problem. @sarahokeefe Wikimedia Commons
- 59. @sarahokeefe
- 60. @sarahokeefe
- 61. @sarahokeefe
- 62. @sarahokeefe
- 63. @sarahokeefe
- 64. @sarahokeefe
- 65. @sarahokeefe
- 66. @sarahokeefe
- 67. @sarahokeefe
- 69. @sarahokeefe
- 70. How can we move toward unified content development? @sarahokeefe Your turn
- 71. flickr: sv1ambo Content strategy assessment @sarahokeefe ❖ Content inventory/audit ❖ Business goals ❖ Gap analysis ❖ Recommendations ❖ Requirements ❖ Roadmap
- 73. How bad is your content? @sarahokeefe http://www.scriptorium.com/2015/10/content-strategy-triage
- 75. Alignment of business objectives @sarahokeefe flickr: jsjgeology
- 76. Content strategy roadmap @sarahokeefe flickr: sv1ambo
- 77. Content strategy roadmap @sarahokeefe ❖ Goals ❖ Constraints ❖ Budget ❖ Phase 1: Pilot ❖ Phase 2: Main effort ❖ Phase 3: Advanced effort
- 78. What are some examples of business goals? @sarahokeefe Your turn
- 79. Confronting external dependencies @sarahokeefe flickr: valeriebb
- 80. @sarahokeefe
- 81. @sarahokeefe
- 82. @sarahokeefe
- 83. @sarahokeefe
- 84. @sarahokeefe
- 85. Other people’s data @sarahokeefe ❖ Extract ❖ Modify ❖ Connect flickr: heipei
- 86. Other people’s platform @sarahokeefe ❖ Publish your information to their platform? flickr:Wellness GM
- 87. Other people’s content @sarahokeefe ❖ Put in your repository? ❖ Create a connector to different repository? ❖ In which direction(s) does information flow? flickr: epsos.de
- 89. @sarahokeefe Do you need better systems? flickr: jpgufffogg
- 91. What are the risks of integration? @sarahokeefe Your turn
- 92. @sarahokeefe
- 93. Content convergence is happening. Slowly. @sarahokeefe
- 95. @sarahokeefe Your opinion is important to us! Please tell us what you thought of the lecture. We look forward to your feedback via smartphone or tablet under http://IM09.honestly.de or scan the QR code The feedback tool will be available even after the conference!