Content strategy in technical communication

Sarah O’Keefe Scriptorium PublishingWednesday, November 16, 2011

❖ Yes, you can have the slides. ❖ Sorry, there is no transcript. ❖ Please ask questions. ❖ My Twitter ID: @sarahokeefeWednesday, November 16, 2011

❖ Founder and president, Scriptorium Publishing ❖ Content strategy for technical communication ❖ Interested in collision of content, publishing, and technologyWednesday, November 16, 2011

❖ Founder and president, Scriptorium Publishing ❖ Content strategy for technical communication ❖ Interested in collision of content, publishing, and technology Lipstick?!Wednesday, November 16, 2011

❖ “The practice of planning for content creation, delivery, and governance” - Kristina Halverson (@halvorson) ❖ “A repeatable process or methodology that manages content within the entire content lifecycle” - Rahel Bailie (@rahelab)Wednesday, November 16, 2011

Wednesday, November 16, 2011

❖ Authoring and editing ❖ Storage ❖ Management ❖ Reuse ❖ LocalizationWednesday, November 16, 2011

❖ Determine deliverable formats ❖ Generate deliverables from contentWednesday, November 16, 2011

❖ Distribute to a public web server ❖ Package in a software build ❖ Send to printer and ship to customers ❖ Manage access restrictionsWednesday, November 16, 2011

❖ Archive ❖ Delete ❖ Revoke ❖ ExpireWednesday, November 16, 2011

❖ Web content strategy: persuasive content ❖ Tech comm: technology transfer ❖ “Buy our stuff” versus “use our stuff”Wednesday, November 16, 2011

ﬂickr: joni1973Wednesday, November 16, 2011

❖ Regulatory requirements ❖ Company positioning ❖ Avoid more expensive support options ❖ MarketingWednesday, November 16, 2011

KayakStackers MINIMUM CROSSBAR SPREAD 30” KAYAK STACKER (2X) HEAVY DUTY STRAPS (2X) CARRIAGE BOLTS (4X) SNAP AROUNDS (4X) HEX KEYS (4X) BOW/STERN TIE DOWN (2X) (Refer to bow/stern tie down instructions for correct assembly and installation.) IMPORTANT WARNING IT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP. Part #1033394 Rev.A 1033394A-1/12Wednesday, November 16, 2011

KayakStackers MINIMUM CROSSBAR SPREAD 30” KAYAK STACKER (2X) HEAVY DUTY STRAPS (2X) CARRIAGE BOLTS (4X) SNAP AROUNDS (4X) HEX KEYS (4X) BOW/STERN TIE DOWN (2X) (Refer to bow/stern tie down instructions for correct assembly and installation.) IMPORTANT WARNING IT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO 20% of front page OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP. Part #1033394 Rev.A 1033394A-1/12Wednesday, November 16, 2011

?!Wednesday, November 16, 2011

Twitter: @mbakeranalecta, November 12, 2011Wednesday, November 16, 2011

ﬂickr: amagillWednesday, November 16, 2011

❖ Meet regulatory requirements ❖ Reduce volume of support calls ❖ Avoid legal exposure ❖ Increase product market share by highlighting feature set ❖ Increase product visibility ❖ Build user community and thus loyaltyWednesday, November 16, 2011

ﬂickr: Rudy LetscheWednesday, November 16, 2011

❖ Tools & technologies ❖ Tactics ❖ Strategy ❖ ImplementationWednesday, November 16, 2011

ﬂickr: Michael Gwyther-JonesWednesday, November 16, 2011

❖ Goal ❖ Strategy ❖ Tactics ❖ Implementation ❖ Tools ❖ TechnologyWednesday, November 16, 2011

❖ Provide customers with multiple ways to access needed information ❖ Embed information in software ❖ Deliver content that complies with regulations (duh) ❖ Deliver attractive content for improved market positioningWednesday, November 16, 2011

I hate you now.Wednesday, November 16, 2011

❖ Implementation ❖ Tools ❖ TechnologyWednesday, November 16, 2011

ﬂickr: aigle_doreWednesday, November 16, 2011

ﬂickr: casaricoWednesday, November 16, 2011

❖ Financial ❖ Organizational ❖ Regulatory ❖ Legal ❖ Cultural ﬂickr: quinnanyaWednesday, November 16, 2011

Possible solutionsWednesday, November 16, 2011

ﬂickr: prilﬁshWednesday, November 16, 2011

ﬂickr: antarcticaboundWednesday, November 16, 2011

ﬂickr: edsweeneyWednesday, November 16, 2011

❖ Best delivery format? ❖ Best way to create that format?Wednesday, November 16, 2011

ﬂickr: mockstarWednesday, November 16, 2011

❖ Implementation risk ❖ Obsolescence ❖ Market share ❖ Technical deﬁcienciesWednesday, November 16, 2011

allaboutprops.comWednesday, November 16, 2011

ﬂickr: zoomzoomWednesday, November 16, 2011

ﬂickr: petriﬁedforestrangerWednesday, November 16, 2011

❖ Sarah O’Keefe ❖ okeefe@scriptorium.com ❖ Twitter: @sarahokeefe ❖ www.scriptorium.com ❖ BTW, we’re hiring.Wednesday, November 16, 2011

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Content strategy in technical communication

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