Techcomm and marcom should be working together, but they're not. How can we fix this? First delivered by Sarah O'Keefe at Lavacon 2012 in Portland, Oregon. This updated version is a webcast from June 2013.
1. Ending
the
Cold
War
between
Techcomm
and
Marcom
Sarah O’Keefe, @sarahokeefe
contentstrategy101.com
2. contentstrategy101.com
Sarah
O’Keefe
@sarahokeefe
❖ Founder and president, Scriptorium
Publishing, www.scriptorium.com
❖ Based in North Carolina
❖ Coauthor with Alan Pringle of
Content Strategy 101
❖ Interested in collision of content,
publishing, and technology
8. C.C. Fulps, U.S. Navy Naval History and
Heritage Command, NH 98391
What
causes
friction
between
techcomm
and
marcom?
9. contentstrategy101.com
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
11. contentstrategy101.com
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
12. contentstrategy101.com
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