By Abhishek Jain, Adobe Traditionally, Marketing and Technical Communication departments have scuffled over the word “content,” approaching it with different personalities, tools, budgets, departments, and sometimes perceived goals. Today, organisations can no longer afford this interdepartmental stand-off. Discrepancies between marketing and technical content can undermine both departments’ efforts to achieve their goals. In order to serve customers’ best interests, a high level of consistency is required between marketing and technical content. A company’s content management system (CMS) should allow seamless access of assets, templates and other corporate standards across Marketing, Technical Communication, and other departments. All department creating “content” should use limited resources wisely. In this session, see how your organisation’s Marketing and Technical Communication departments can both use Structured FrameMaker and Adobe Experience Manager (AEM) to author and manage structured content, and to leverage the powerful workflows, translation capabilities, versioning, search, publishing, and other features of AEM.

1. Blurring the lines between
ECM and CCMS
Abhishek Jain | Product Manager | Adobe Tech Comm

2. Who’s talking?
Manage the Adobe Technical Communication
products
Responsible for
• Product strategy/roadmap
• Partner ecosystem
• Customer relationship
2
@abhi_AdobeTC
abhishekj@adobe.com
Abhishek Jain

3. Agenda
MarComm vs. TechComm
Challenges
Solution and benefits
Demo
Q n A

4. MarComm vs. TechComm

5. Where’s the dividing line?
Technical Communication Marketing Communication
Post sale, for end-users
Objective, detached style
Primary goal: inform the reader
Example: Configuration guide
Pre-sale, for decision makers & influencers
Personal (or personable), engaging style
Primary goal: inspire the reader to take action
Example: Solution brief
Somedefiningtraits:
Source: http://www.slideshare.net/Joseph_P/transition-to-marcomm-webinar

6. Where’s the dividing line?
Technical Communication Marketing Communication
Post sale, for end-users
Objective, detached style
Primary goal: inform the reader
Example: Configuration guide
Pre-sale, for decision makers & influencers
Personal (or personable), engaging style
Primary goal: inspire the reader to take action
Example: Solution brief
Somedefiningtraits:
Source: http://www.slideshare.net/Joseph_P/transition-to-marcomm-webinar

7. Challenges
• Both reach out to each other
once in while
• They work towards a common
goal i.e. “Customer Success”
• Marketing requires access to
detailed descriptions
• Both want to leverage each
others assets (videos)
• Reuse content – what’s new
• Both want to optimize SEO
• Different organization
• TC: CTO, Support
• MC: Product, CMO
• Different tools and systems
• Content reuse not easy
• No simple way to use common
templates, taxonomy, assets
etc.
• Marketing has more budget -
analytics solutions
Reality WhyChallenges

8. Solution & Benefits
• Common content format – DITA
• Common Content Management System
Solution
• Content reuse
• Common assets and templates
• SEO optimization – common metadata, taxonomy
• Uniform targets and personalization
• Save translation cost
• Consistent pre and post sales experience
• Investment in a single CMS
Benefits

9. XML Documentation Add-on
for AEMAn end-to-end enterprise content management solution for DITA-based content creation and delivery
Extends the capabilities of AEM turning it into a component content management system (CCMS) for DITA content.
Helps authors to create content using any offline authoring tool such as Adobe FrameMaker and also enables subject
matter experts to contribute using a built-in lightweight web editor
Leverages existing AEM workflows (collaboration, review, approval and translation) for technical content and also
enables additional functionalities such as search, reporting etc.
Facilitates publishing of DITA based technical content to AEM Sites, AEM Mobile, PDF and other offline formats
ensuring that pre-sales (marketing) and post-sales (customer support, help) content is consistent

10. XML Documentation Add-on
for AEM
Authoring Authoring / Repository
Search Search
Review & ApprovalReview
Translation
Reports
Publishing
Subject Matter
Experts
(In the browser)
Personalization

11. XML Documentation Add-on
for AEM

12. Demo

13. Q & A