contentstrategy101.comTransforming	 technical	 content	 into	 a	 business	 assetflickr: frikitikiSarah O’KeefeScriptorium P...
contentstrategy101.comSarah	 O’Keefe	 @sarahokeefe❖ Founder and president, ScriptoriumPublishing, www.scriptorium.com,Nort...
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 ma...
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 suppo...
Myth:	 Cheap	 documentationflickr: mjryall
contentstrategy101.comTypical	 problems❖ Content is available only in a singleoutput format (usually PDF)❖ Content is usel...
contentstrategy101.comCost	 of	 bad	 content❖ High call volume to technical support❖ Product returns; lost sales❖ Regulato...
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–...
contentstrategy101.com$0$37,500$75,000$112,500$150,000under $5M $5–$10M $10M+ $100M+Costsavings(peryear)Company revenues1%...
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❖ Softwa...
Collaboration	 workflow
contentstrategy101.comMarketing	 and	 product	 visibility❖ Supporting marketing with technicalcontent❖ Increasing product ...
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-blo...
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/accompli...
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: @sarahoke...
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Transform tech comm into a business asset

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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

  1. 1. contentstrategy101.comTransforming technical content into a business assetflickr: frikitikiSarah O’KeefeScriptorium Publishing
  2. 2. 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
  3. 3. flickr: johnloo“They’ll never pay for that.”
  4. 4. They don’t see the value.flickr: jamescronin
  5. 5. Justify your approach.flickr: bagsup
  6. 6. contentstrategy101.comBusiness case patterns❖ Address legal and regulatory issues❖ Control cost of tech comm❖ Improve marketing and productvisibility
  7. 7. flickr: jdickertLegal and regulatory
  8. 8. contentstrategy101.comLegal and regulatory❖ More efficient compliance❖ Avoid legal complications
  9. 9. contentstrategy101.comControl the cost of tech comm❖ Efficient content development❖ Reduce the cost of technical support❖ Content collaboration
  10. 10. Myth: Cheap documentationflickr: mjryall
  11. 11. 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
  12. 12. 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
  13. 13. contentstrategy101.comEfficient content development❖ Reuse❖ Formatting and production❖ Localization
  14. 14. flickr: mikecoghReuse
  15. 15. flickr: a_cooperFormatting and production
  16. 16. contentstrategy101.comflickr: eziomanLocalization
  17. 17. Scaling your content workflow
  18. 18. contentstrategy101.comReducing the cost of technical supportflickr: vitorcastillo
  19. 19. Call deflectionflickr: billrice
  20. 20. 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
  21. 21. contentstrategy101.com$0$37,500$75,000$112,500$150,000under $5M $5–$10M $10M+ $100M+Costsavings(peryear)Company revenues1% call deflection2% call deflection
  22. 22. Obstacles to efficient phone support
  23. 23. flickr: pasukaru76A troubling pattern
  24. 24. Conflict between tech comm and tech support flickr: jdhancock
  25. 25. flickr: smemonContent collaboration
  26. 26. contentstrategy101.comTech comm plus…❖ Technical support❖ Product design and development❖ Training and education❖ Software❖ Online help❖ Product interface labels
  27. 27. Collaboration workflow
  28. 28. contentstrategy101.comMarketing and product visibility❖ Supporting marketing with technicalcontent❖ Increasing product visibility❖ Building user community
  29. 29. flickr: shoppeolinaReinforce the marketing message
  30. 30. flickr: bokchoi-snowpea
  31. 31. http://www.tipsandtricks-hq.com/wordpress-estore-plugin-complete-solution-to-sell-digital-products-from-your-wordpress-blog-securely-1059
  32. 32. flickr: evert-janIncrease product visibility
  33. 33. contentstrategy101.comContent requirements for product visibility❖ Searchable❖ Findable❖ Discoverable
  34. 34. flickr: roberto8080Building user community
  35. 35. flickr: tadsonbussey
  36. 36. Align tech comm with businessflickr: mulmatsherm
  37. 37. 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.
  38. 38. Emergency (chocolate) puppyflickr: jbrons
  39. 39. contentstrategy101.comSample business cases❖ http://www.contentstrategy101.com/❖ 8 case studies❖ Sample cost calculations
  40. 40. Questions?
  41. 41. Contact me❖ Sarah O’Keefe, Scriptorium Publishing❖ www.scriptorium.com❖ Email: okeefe@scriptorium.com❖ Twitter: @sarahokeefe❖ Skype: okeefe.scriptorium

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