contentstrategy101.comTransforming technical content into a business assetﬂickr: frikitikiSarah O’KeefeScriptorium Publishing
contentstrategy101.comSarah O’Keefe @sarahokeefe❖ Founder and president, ScriptoriumPublishing, www.scriptorium.com,North Carolina, USA❖ Coauthor of Content Strategy 101❖ Interested in collision of content,publishing, and technology
contentstrategy101.comTypical problems❖ Content is available only in a singleoutput format (usually PDF)❖ Content is useless:❖ “In the Name ﬁeld, type the person’sname.”❖ Content is hard to understand, notavailable in right languages
contentstrategy101.comCost of bad content❖ High call volume to technical support❖ Product returns; lost sales❖ Regulatory submission delayed or rejected❖ Contradicts marketing❖ Huge globalization costs❖ Content duplication
contentstrategy101.comEfﬁcient content development❖ Reuse❖ Formatting and production❖ Localization
contentstrategy101.comSome statistics on technical support❖ 6–20% of revenue (higher number forsmaller companies)❖ $6–36 per transaction (lower number ifoutsourced)Source: Softletter and the Association of Support Professionals, www.asponline.com/tscr.pdf
Align tech comm with businessﬂickr: mulmatsherm
contentstrategy101.comBusiness cases❖ The organization’s business goal is A.❖ Tech comm needs to do B to support/accomplish/improve A.❖ Doing B will cost X and increaserevenue/save Y over n years.❖ Y > X.