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Transform tech comm into a business asset

Transform tech comm into a business asset



Sarah O'Keefe's presentation from the 2013 STC Summit discusses how to use technical content to achieve business goals.

Sarah O'Keefe's presentation from the 2013 STC Summit discusses how to use technical content to achieve business goals.



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    Transform tech comm into a business asset Transform tech comm into a business asset Presentation Transcript

    • 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
    • flickr: johnloo“They’ll never pay for that.”
    • They don’t see the value.flickr: jamescronin
    • Justify your approach.flickr: bagsup
    • contentstrategy101.comBusiness case patterns❖ Address legal and regulatory issues❖ Control cost of tech comm❖ Improve marketing and productvisibility
    • flickr: jdickertLegal and regulatory
    • contentstrategy101.comLegal and regulatory❖ More efficient compliance❖ Avoid legal complications
    • contentstrategy101.comControl the cost of tech comm❖ Efficient content development❖ Reduce the cost of technical support❖ Content collaboration
    • Myth: Cheap documentationflickr: mjryall
    • 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
    • flickr: mikecoghReuse
    • flickr: a_cooperFormatting and production
    • contentstrategy101.comflickr: eziomanLocalization
    • Scaling your content workflow
    • contentstrategy101.comReducing the cost of technical supportflickr: vitorcastillo
    • Call deflectionflickr: billrice
    • 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
    • contentstrategy101.com$0$37,500$75,000$112,500$150,000under $5M $5–$10M $10M+ $100M+Costsavings(peryear)Company revenues1% call deflection2% call deflection
    • Obstacles to efficient phone support
    • flickr: pasukaru76A troubling pattern
    • Conflict between tech comm and tech support flickr: jdhancock
    • flickr: smemonContent collaboration
    • contentstrategy101.comTech comm plus…❖ Technical support❖ Product design and development❖ Training and education❖ Software❖ Online help❖ Product interface labels
    • Collaboration workflow
    • contentstrategy101.comMarketing and product visibility❖ Supporting marketing with technicalcontent❖ Increasing product visibility❖ Building user community
    • flickr: shoppeolinaReinforce the marketing message
    • flickr: bokchoi-snowpea
    • http://www.tipsandtricks-hq.com/wordpress-estore-plugin-complete-solution-to-sell-digital-products-from-your-wordpress-blog-securely-1059
    • flickr: evert-janIncrease product visibility
    • contentstrategy101.comContent requirements for product visibility❖ Searchable❖ Findable❖ Discoverable
    • flickr: roberto8080Building user community
    • flickr: tadsonbussey
    • 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.
    • Emergency (chocolate) puppyflickr: jbrons
    • contentstrategy101.comSample business cases❖ http://www.contentstrategy101.com/❖ 8 case studies❖ Sample cost calculations
    • Questions?
    • Contact me❖ Sarah O’Keefe, Scriptorium Publishing❖ www.scriptorium.com❖ Email: okeefe@scriptorium.com❖ Twitter: @sarahokeefe❖ Skype: okeefe.scriptorium