Monetizing You Content
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Monetizing You Content

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Jack Molisani, the Exec Dir of The LavaCon Conference on Content Strategy and User Experience, covers how to leverage being a valued member of the development team to reduce costs and generate revenue ...

Jack Molisani, the Exec Dir of The LavaCon Conference on Content Strategy and User Experience, covers how to leverage being a valued member of the development team to reduce costs and generate revenue using content as a business asset.

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    Monetizing You Content Monetizing You Content Presentation Transcript

    • Monetizing Your  Content by @JackMolisani
    • Welcome Local  and  Virtual Attendees
    • President ProSpring Technical Staffing Executive Director The LavaCon Conference Author Be the Captain of Your Career
    • I’ll ask questions about  several slides in this session. We’ll alternate getting answers from the live studio audience  and the virtual audience. 
    • Notice the title of this session is  “Monetizing Your Content”…  …not “Monetizing Your  Documentation”
    • Two Parts: Organizational Positioning Examples of Monetizing Content
    • What’s wrong with  this diagram? http://www.meierit.com.au/approach/process
    • It shows documentation  at the end of the  product  development  lifecycle
    • Better, but— http://riskianawulan.net/2011/09/system‐development‐life‐cycle/
    • Documentation is still separate from  development
    • Plus Documentation is on the outside  looking in
    • http://www.pddnet.com/articles/2009/05/project‐plan‐bible And this one, what’s right?
    • Tech Pubs is part of the Product Development Team, Yay!
    • What’s wrong with this  diagram? Development Strategy Design Information Architecture Design Develop Develop Test… Content Strategy Test… Content Plan Product Plan 3 4 1 2 5 4 5 1 2 6 6 3 System Architecture
    • Content development is being  done in parallel with product  development, that (with any  luck) will ship at the same  time the product  ships Development Strategy Design Information Architecture Design Develop Develop Test… Content Strategy Test… Content Plan Product Plan 3 4 1 2 5 4 5 1 2 6 6 3 System Architecture
    • 3 4 1 2 5 4 5 1 2 6 6 3
    • This is how the content development  looks today. How should it look?
    • CONTENT! Reqmnts Def’n Design Sales Test Build Usability  Test P’type Deploy Support Product  Mgmt
    • • Total User Experience • Total Info Experience • User Interface Design • Embedded Content  ‐ Field Names ‐ Embedded UA ‐ Error Messages • External Content ‐ Online Help  ‐ User Manuals  ‐ Training Materials ‐ Support Site  • Developer Docs • Content Management • Translation Management • Controlled Language and  Vocabulary Management • More DESIGN CONTENT! Reqmnts Def’n Design Sales Test Build Usability  Test P’type Deploy Support Product  Mgmt
    • So if we can’t have a content‐centric  development process, at least  we can influence the product  development process, every step of  the way Dev Strategy Design Develop Test… Product Plan System Architecture Information Architecture Design Develop Test… Content Strategy Content Plan
    • Especially if you are an embedded  member of a Agile team, working  side‐by‐side with the developers http://tinyurl.com/k5znhlq
    • You're not just a tech writer. You're a  valuable part of a product development  team. Start acting like it.  @JackMolisani #STC14 #TechComm
    • So How Do You  Monetize Content?
    • Content:   n. Any material, such as writing,  pictures, or music, that appears on a  website or other electronic medium Several start‐ups were bankrupted by  the high cost of producing original  content. http://www.macmillandictionary.com/dictionary/american/content
    • Monetize:   v.  To earn money from something,  especially something on the Internet,  such as a website or piece of software There’s a lot of discussion out there  about how online content should be  monetized. http://www.macmillandictionary.com/dictionary/american/monetize
    • Monetizing Content • Save money / cost avoidance • Charge for It • Content marketing to new customers • Leverage content to sell more  products to existing customers
    • Save Money / Cost Avoidance One survey estimated that the annual  cost of searching for information and  creating, recreating, and publishing  information is over $30,000 per  worker per year.  How can you help your company save  money? http://www.businesswire.com/news/home/20090506005284/en/Hidd en‐Costs‐Information‐Work‐Enterprise‐Exposed‐IDC#.U3T4GCiowyo
    • Charge for It • Subscriptions • Pay Per View • Tiered (Free + Paywall)
    • http://blackboard.emediate.com/2013/08/are‐paywalls‐a‐success/
    • Content Marketing   n. A marketing technique of creating and  distributing valuable, relevant and  consistent content to attract and acquire a  clearly defined audience—with the  objective of driving profitable customer  action.
    • Content Marketing   Content marketing’s purpose is to attract  and retain customers by consistently  creating and curating relevant and valuable  content with the intention of changing or  enhancing consumer behavior. It is an  ongoing process that is best integrated into  your overall marketing strategy, and it  focuses on owning media, not renting it. http://contentmarketinginstitute.com/what‐is‐content‐marketing/
    • Content Marketing  
    • Leverage Content to Sell More  Products to Existing Customers • There is no one answer • HTC example • QuickBooks example • Bihler example
    • HTC   HTC uses MindTouch + SAP as their  tech support content platform They linked the support site tool with  their automated marketing tool so  they can generate additional revenue  based on the customer’s support  needs.
    • HTC   For example, suppose a customer logs  into the website and searches for,  “How do I replace my phone battery?”
    • HTC   Notified, the marketing tool would  send the customer an email:  “I see you need to replace your  phone’s battery. Why not upgrade  to a new phone?  Use coupon code….” 
    • QuickBooks QuickBooks has a section of their UI  that displays sales information:
    • QuickBooks
    • Bihler Bihler makes programmable stamping  machines with very advanced software.
    • Bihler The product’s interface is touch‐screen,  with little room for embedded help.
    • Bihler Customers were so unhappy with  PDF‐based user documentation that  they were losing resales, so they  hired SQUIDDS to rearchitect their  publishing platform.
    • Bihler From content authored in MS Word  and Adobe FrameMaker, they used  WebWorks Reverb to produce  HTML5, and then created a mobile  app customers could use to display  content for their product.
    • Bihler Customers were thrilled with the  new platform.  
    • Bihler By improving the workflow and  documentation, they saw a 3%  increase in revenue last year from  customers they otherwise would  have lost. 
    • Bihler Georg Eck, SQUIDDS Multi‐Device Publishing on Demand:  Case Study—Bihler 4:15pm, room 105A
    • Recap
    • Position yourself as a valuable member  of the product development team
    • Find ways to reduce costs and  generate revenue
    • Then ask for a raise  when you do!
    • Do you have an example of how you fiscally  helped your company?  Let me know!
    • Jack@ProspringStaffing.com @JackMolisani