SlideShare a Scribd company logo
1 of 33
Download to read offline
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
The Content Wrangler 2012 Technical
Communication Industry Benchmarking Survey


About the survey
         not scientific, but meaningful
         loaded with real-world anecdotes
         0ver 1100 respondents
         500+ large, content-heavy firms
         primarily North American/EU firms
The Content Wrangler 2012 Technical
Communication Industry Benchmarking Survey


Findings overview
         agile documentation development
         advanced documentation practices
         complexity drives innovation
         lack of strategy causes problems
documentation development methods

Agile approaches

45% attempt to leverage agile
• majority of technical communication
  departments have not adopted agile methods
• those that do so struggle with challenges
• challenges: organizational silos, lack of
  governance, differing approaches

waterfall is the most commonly used documentation development approach

                                                                         5
complexity drives adoption of

Advanced practices

Difficulty is the driver
• highly configurable hardware and
  software products drive adoption
• multi-channel, multi-device publishing
  drives adoption
• dynamic publishing, localization, translation,
  and personalization are also strong drivers
the more challenging it is to develop documentation, the more likely advanced practices are adopted
advanced practices most often adopted to document

Configurable products

Efficiency is key
• configurable products are difficult to document
• organizations that use XML are better prepared
  to respond to threats and new opportunities
• challenges increase when content is multi-lingual
• challenges increase with mobile device adoption
  and as companies attempt to deliver apps, eBooks
customer expectations are driving this innovation; mobile computing also plays significant role
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
What is
content strategy?
you can’t reach your goals without a

Content Strategy

A definition
       from Rahel Ann Bailie


Content strategy deals with the planning aspects of managing
content throughout its lifecycle, and includes aligning content to
business goals, analysis, and modeling. It influences the
development, production, presentation, evaluation, measurement,
and sunsetting of content, including governance.

what content strategy is not is the implementation side
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
The Content Wrangler 2012 Technical
Communication Industry Benchmarking Survey


A look at the findings
        structured content, XML and DITA
        content reuse strategy
        customer-created content
        leveraging communities
        top software products used
XML is driving operational efficiency

Structured content

44% create structured XML

• 81% leverage DITA
• 30% use custom DTDs/schemas
• 16% use DocBook


12% of the companies that produce structured content use all three
Significant savings in time and money

Content reuse

between documentation
and training content
• 5% have done so in order to innovate or to
  enable them to respond to threats or opportunities
• reuse most common between related document
  or content sets (eg user guides, help, training)

the unexpected benefit is unanticipated reuse
meth ods
Com mon
       ent reuse
of cont
One of the most convenient, but problematic methods

Copy and paste reuse


Most error prone, inefficient, costly method

• Content is actually cloned; each copied instance
  exists on its own (disconnected from source)
• Unable to be easily located, retrieved, updated


Copy and paste is quite natural, but not a best practice
The most common form of content reuse

Manual content reuse


Authors locate content, retrieve it, reuse it
• Manual reuse is best accomplished with a CMS
• Helps organizations rapidly reconfigure reusable content
  into new information products
• Provides authors with most flexibility, but is problematic
  because it puts burden of reuse on authors

If authors lack motivation, are unaware content exists, or have trouble finding it, reuse does not occur
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
want a free chapter about
Content Reuse?

email me!
scott@TheContentWrangler.com
                               We can help. We do it every day for clients around the globe.

                               The Content Wrangler can help you deliver the right information,
                               to the right people, at the right time, on the right device, in the
                               right format and language. If we can’t, we’ll find someone who can.

                               Your content is your most valuable business asset. Let us show you
                               how to manage it efficiently and effectively.
Who is responsible for monitoring support communities

Online communities


53% provide online support community

• 32% rely on customer service to monitor activity
• 20% distribute monitoring responsibility across roles
• 10% employ dedicated community manager


Online support communities and documentation influence customer purchasing decisions
Some organizations are leveraging the power of the crowd to create, update, improve documentation

Customer-created content


20% allow customers to edit documentation
• 8% allow ‘trusted customers’ to edit and publish content
  without formal review
• Level of scrutiny is directly linked to the type of content
  being produced and the liability or risk associated
  with allowing customers to edit and publish content
• 17% allow customers to create new content
More than one-third of companies that allow customers to create content encourage them to do so
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
Organizations use reactions from customers to improve documentation

Customer feedback and ratings


Benefits of feedback and ratings
• 47% improved customer support scores
• 17% improved documentation quality
• 16% support call deflection
• 13% reduced support call volume
• 12% reduced average call handling time

Additional benefits: Spotting problems with product design; reduction in negative feedback / complaints
Tools used vary by the type of work being performed and the industry sector served

Software used to create documentation
                                                                  THE TOP TEN MOST USED
                                                                  SOFTWARE PRODUCTS

                                                                  1. Adobe FrameMaker 41%
                                                                  2. TechSmith Snagit 35%
                                                                  3. Microsoft Word 35%
                                                                  4. Adobe Acrobat Pro 28%
                                                                  5. Adobe Captivate 20%
                                                                  6. Adobe RoboHelp 19%
                                                                  7. TechSmith Camtasia 12%
                                                                  8. XMetaL Author 11%
                                                                  9. Microsoft PowerPoint 11%
                                                                  10. Adobe Photoshop 11%
The Content Wrangler 2012 Technical
Communication Industry Benchmarking Survey


Innovations planned for future
         moving to structured content
         adopting XML/DITA
         component content management
         video documentation


                                             26
what they’re planning for 2013-2014

Future Innovations

XML and DITA

21% of companies surveyed plan to move to structured XML
by 2014; the Darwin Information Typing Architecture (DITA) is
the XML schema of choice.


doing so is believed to better prepare companies for the future
what they’re planning for 2013-2014

Future Innovations

Component content

14% of companies surveyed plan to adopt a component
content management system designed specifically to manage
modular, structured XML content.


component content management systems are built to support multi-channel publishing
what they’re planning for 2013-2014

Future Innovations

Video documentation

11% of companies surveyed plan to adopt video
documentation and training content, usually to augment
existing documentation, support, and training purposes.


customer expectations are driving this innovation; mobile computing also plays significant role
STRUCTURED
                                        CONTENT                                           2012 TECHNICAL COMMUNICATION INDUSTRY

                                                                                          BENCHMARKING SURVEY
                                        44%
                                                              of companies
                                                              create structured
                                                              XML content                 SUMMARY RESULTS
                                                                                          Agile documentation adoption
                                        DITA                                              slow, not always successful

                                        81%
                                                              of companies that           The majority of technical documentation and training
                                                              create structured           departments have not adopted an agile approach to creating


want a copy of the
                                                              content use DITA            and publishing content. Agile methods are based on iterative
                                                                                          and incremental cycles that promote adaptive planning,


                                ?
Summary Results
                                                                                          evolutionary development, and flexible responses to change.
                                        OTHER FLAVORS                                     While 45% of companies surveyed claim to apply agile

                                        30%       use custom XML DTDs
                                                                                          development principles to TechComm projects, few do it
                                                                                          successfully. Typical challenges include organizational silos,
                                        16%       use DocBook                             lack of governance, differing approaches. The waterfall
                                                                                          development method is the dominant approach in use today.


                                    Biggest challenge is the lack of content strategy
                                    Our benchmarking survey                • Inability to effectively reuse          The next biggest challenges:
                                    uncovered a wide variety of              content
                                    challenges facing companies that                                                 • Lack of governance
                                                                           • Creation of inconsistent,
                                    produce technical documentation          inaccurate, or mediocre quality         • Lack of time, money and




tcworld india
                                    and training content. The biggest        content                                   resources
                                    challenge identified was the lack of
                                    a formal content strategy.             • Producing content of unknown
                                                                             customer value
                                    Commonly cited symptoms of
                                                                           • Process problems and production

will make it available to you
                                    organizations lacking a content          bottlenecks
                                    strategy include:

                                    •

along with this slide deck              WHAT INNOVATIONS ARE YOU PLANNING FOR THE FUTURE?

after the event
                                        21% 14% 11%
                                    Moving to topic-based content models
                                    like the Darwin Information Typing
                                                                           The adoption of a component content
                                                                           management system is the second
                                                                                                                      Creating video documentation and
                                                                                                                      training content is the third most
                                    Architecture is the most common        most common innovation planned for         common innovation planned for the
                                    innovation planned for the future—     the future—cited by 14% of companies.      future—cited by 11% of companies.
                                    cited by 21% of companies.


                                            DITA/XML                                     CCMS                                     VIDEO
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address
Join The Content Wrangler
• website ~ thecontentwrangler.com
• facebook ~ thecontentwranglercommunity
• linkedin ~ thecontentwranglercommunity
• twitter ~ @contentwrangler

• phone +1 415.857.2235
• email scott@thecontentwrangler.com
The State of the Technical Communication Industry: tcworld India 2013 Keynote Address

More Related Content

What's hot

Information 4.0 for Industry 4.0 (TCWorld 2016)
Information 4.0 for Industry 4.0 (TCWorld 2016)Information 4.0 for Industry 4.0 (TCWorld 2016)
Information 4.0 for Industry 4.0 (TCWorld 2016)Joe Gollner
 
Information Technology Project Management - part 05
Information Technology Project Management - part 05Information Technology Project Management - part 05
Information Technology Project Management - part 05Rizwan Khurram
 
Managing Software as Knowledge (2005)
Managing Software as Knowledge (2005)Managing Software as Knowledge (2005)
Managing Software as Knowledge (2005)Joe Gollner
 
Adopting DevOps: Overcoming Three Common Stumbling Blocks
Adopting DevOps: Overcoming Three Common Stumbling BlocksAdopting DevOps: Overcoming Three Common Stumbling Blocks
Adopting DevOps: Overcoming Three Common Stumbling BlocksCognizant
 
White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...
White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...
White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...Panopto
 
6 in-1 enterprise cloud certification training program
6 in-1 enterprise cloud certification training program6 in-1 enterprise cloud certification training program
6 in-1 enterprise cloud certification training programAdrian Hall
 
Reason and Passion of XML (J Gollner)
Reason and Passion of XML (J Gollner)Reason and Passion of XML (J Gollner)
Reason and Passion of XML (J Gollner)Joe Gollner
 
Defining Intelligent Content (J Gollner Mar 2015)
Defining Intelligent Content (J Gollner Mar 2015)Defining Intelligent Content (J Gollner Mar 2015)
Defining Intelligent Content (J Gollner Mar 2015)Joe Gollner
 
Coca-Cola-Enterprises_Digital-Signage-Platform
Coca-Cola-Enterprises_Digital-Signage-PlatformCoca-Cola-Enterprises_Digital-Signage-Platform
Coca-Cola-Enterprises_Digital-Signage-PlatformJohn Key
 
ICFAI IT and Systems - Solved assignments and case study help
ICFAI IT and Systems  - Solved assignments and case study helpICFAI IT and Systems  - Solved assignments and case study help
ICFAI IT and Systems - Solved assignments and case study helpsmumbahelp
 
White paper dita for everyone
White paper  dita for everyoneWhite paper  dita for everyone
White paper dita for everyonesheila leahy
 
BMNT Mission Results 2018
BMNT Mission Results 2018 BMNT Mission Results 2018
BMNT Mission Results 2018 BMNT Partners
 
Secrets to Content Initiative Success (Gollner Lavacon 2014)
Secrets to Content Initiative Success (Gollner Lavacon 2014)Secrets to Content Initiative Success (Gollner Lavacon 2014)
Secrets to Content Initiative Success (Gollner Lavacon 2014)Joe Gollner
 
Pm Survey Ilta 2008
Pm Survey Ilta 2008Pm Survey Ilta 2008
Pm Survey Ilta 2008Karl_bromsun
 
Fostering a Culture of Collaboration
Fostering a Culture of CollaborationFostering a Culture of Collaboration
Fostering a Culture of CollaborationSMART Technologies
 
October 2012 final learning talent management systems trends webinar-101012
October 2012   final learning  talent management systems trends webinar-101012October 2012   final learning  talent management systems trends webinar-101012
October 2012 final learning talent management systems trends webinar-101012JoeDiDonato
 
Wired to Learn: How New Technologies Are Changing L&D Delivery
Wired to Learn: How New Technologies Are Changing L&D DeliveryWired to Learn: How New Technologies Are Changing L&D Delivery
Wired to Learn: How New Technologies Are Changing L&D DeliveryKip Michael Kelly
 
Improve Project Delivery With Free Collaboration Tools
Improve Project Delivery With Free Collaboration ToolsImprove Project Delivery With Free Collaboration Tools
Improve Project Delivery With Free Collaboration ToolsAndrew Makar
 

What's hot (20)

Information 4.0 for Industry 4.0 (TCWorld 2016)
Information 4.0 for Industry 4.0 (TCWorld 2016)Information 4.0 for Industry 4.0 (TCWorld 2016)
Information 4.0 for Industry 4.0 (TCWorld 2016)
 
Information Technology Project Management - part 05
Information Technology Project Management - part 05Information Technology Project Management - part 05
Information Technology Project Management - part 05
 
Managing Software as Knowledge (2005)
Managing Software as Knowledge (2005)Managing Software as Knowledge (2005)
Managing Software as Knowledge (2005)
 
Adopting DevOps: Overcoming Three Common Stumbling Blocks
Adopting DevOps: Overcoming Three Common Stumbling BlocksAdopting DevOps: Overcoming Three Common Stumbling Blocks
Adopting DevOps: Overcoming Three Common Stumbling Blocks
 
White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...
White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...
White Paper - How Video Delivers ROI for Today’s Financial Services Industry ...
 
6 in-1 enterprise cloud certification training program
6 in-1 enterprise cloud certification training program6 in-1 enterprise cloud certification training program
6 in-1 enterprise cloud certification training program
 
Reason and Passion of XML (J Gollner)
Reason and Passion of XML (J Gollner)Reason and Passion of XML (J Gollner)
Reason and Passion of XML (J Gollner)
 
Defining Intelligent Content (J Gollner Mar 2015)
Defining Intelligent Content (J Gollner Mar 2015)Defining Intelligent Content (J Gollner Mar 2015)
Defining Intelligent Content (J Gollner Mar 2015)
 
Coca-Cola-Enterprises_Digital-Signage-Platform
Coca-Cola-Enterprises_Digital-Signage-PlatformCoca-Cola-Enterprises_Digital-Signage-Platform
Coca-Cola-Enterprises_Digital-Signage-Platform
 
ICFAI IT and Systems - Solved assignments and case study help
ICFAI IT and Systems  - Solved assignments and case study helpICFAI IT and Systems  - Solved assignments and case study help
ICFAI IT and Systems - Solved assignments and case study help
 
Software project management
Software project managementSoftware project management
Software project management
 
White paper dita for everyone
White paper  dita for everyoneWhite paper  dita for everyone
White paper dita for everyone
 
Virtual Project Management
Virtual Project ManagementVirtual Project Management
Virtual Project Management
 
BMNT Mission Results 2018
BMNT Mission Results 2018 BMNT Mission Results 2018
BMNT Mission Results 2018
 
Secrets to Content Initiative Success (Gollner Lavacon 2014)
Secrets to Content Initiative Success (Gollner Lavacon 2014)Secrets to Content Initiative Success (Gollner Lavacon 2014)
Secrets to Content Initiative Success (Gollner Lavacon 2014)
 
Pm Survey Ilta 2008
Pm Survey Ilta 2008Pm Survey Ilta 2008
Pm Survey Ilta 2008
 
Fostering a Culture of Collaboration
Fostering a Culture of CollaborationFostering a Culture of Collaboration
Fostering a Culture of Collaboration
 
October 2012 final learning talent management systems trends webinar-101012
October 2012   final learning  talent management systems trends webinar-101012October 2012   final learning  talent management systems trends webinar-101012
October 2012 final learning talent management systems trends webinar-101012
 
Wired to Learn: How New Technologies Are Changing L&D Delivery
Wired to Learn: How New Technologies Are Changing L&D DeliveryWired to Learn: How New Technologies Are Changing L&D Delivery
Wired to Learn: How New Technologies Are Changing L&D Delivery
 
Improve Project Delivery With Free Collaboration Tools
Improve Project Delivery With Free Collaboration ToolsImprove Project Delivery With Free Collaboration Tools
Improve Project Delivery With Free Collaboration Tools
 

Similar to The State of the Technical Communication Industry: tcworld India 2013 Keynote Address

Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...
Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...
Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...Joe Gollner
 
Rational collaborative-lifecycle-management-2012
Rational collaborative-lifecycle-management-2012Rational collaborative-lifecycle-management-2012
Rational collaborative-lifecycle-management-2012Strongback Consulting
 
HPE ALM Octane | DevOps | Agile
HPE ALM Octane | DevOps | AgileHPE ALM Octane | DevOps | Agile
HPE ALM Octane | DevOps | AgileJeffrey Nunn
 
IBM Innovate - Uderstanding DevOps
IBM Innovate - Uderstanding DevOpsIBM Innovate - Uderstanding DevOps
IBM Innovate - Uderstanding DevOpsSanjeev Sharma
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyerDee Dwyer
 
Agile Tour Dublin 2013 - Product Lines and Agile
Agile Tour Dublin 2013 - Product Lines and AgileAgile Tour Dublin 2013 - Product Lines and Agile
Agile Tour Dublin 2013 - Product Lines and AgileParaic Hegarty
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyerDee Dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyerDee Dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyerDee Dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyerDee Dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyerDee Dwyer
 
Improving software economics - Top 10 principles of achieving agility at scale
Improving software economics - Top 10 principles of achieving agility at scaleImproving software economics - Top 10 principles of achieving agility at scale
Improving software economics - Top 10 principles of achieving agility at scaleIBM Rational software
 
Knowledge Management Case Study
Knowledge Management Case StudyKnowledge Management Case Study
Knowledge Management Case StudyCuriosita, LLC
 
Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)
Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)
Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)Joe Gollner
 
G09.2014 gartner enterprise content mgmt 2014
G09.2014   gartner enterprise content mgmt 2014G09.2014   gartner enterprise content mgmt 2014
G09.2014 gartner enterprise content mgmt 2014Satya Harish
 
Content Strategy for DevPortals
Content Strategy for DevPortalsContent Strategy for DevPortals
Content Strategy for DevPortalsPronovix
 
AIIM Info 2011 Increasing mobile worker productivity
AIIM Info 2011 Increasing mobile worker productivityAIIM Info 2011 Increasing mobile worker productivity
AIIM Info 2011 Increasing mobile worker productivityZia Consulting
 
AIIM and Vamosa - Practical Cosniderations when Implementing ECM
AIIM and Vamosa - Practical Cosniderations when Implementing ECMAIIM and Vamosa - Practical Cosniderations when Implementing ECM
AIIM and Vamosa - Practical Cosniderations when Implementing ECMnicarcher
 
How to improve an ECM system
How to improve an ECM systemHow to improve an ECM system
How to improve an ECM systemAtle Skjekkeland
 

Similar to The State of the Technical Communication Industry: tcworld India 2013 Keynote Address (20)

Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...
Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...
Implementing Intelligent Content Solutions (Joe Gollner - Intelligent Content...
 
Rational collaborative-lifecycle-management-2012
Rational collaborative-lifecycle-management-2012Rational collaborative-lifecycle-management-2012
Rational collaborative-lifecycle-management-2012
 
HPE ALM Octane | DevOps | Agile
HPE ALM Octane | DevOps | AgileHPE ALM Octane | DevOps | Agile
HPE ALM Octane | DevOps | Agile
 
IBM Innovate - Uderstanding DevOps
IBM Innovate - Uderstanding DevOpsIBM Innovate - Uderstanding DevOps
IBM Innovate - Uderstanding DevOps
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyer
 
Agile Tour Dublin 2013 - Product Lines and Agile
Agile Tour Dublin 2013 - Product Lines and AgileAgile Tour Dublin 2013 - Product Lines and Agile
Agile Tour Dublin 2013 - Product Lines and Agile
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyer
 
Deirdra dwyer
Deirdra dwyerDeirdra dwyer
Deirdra dwyer
 
Improving software economics - Top 10 principles of achieving agility at scale
Improving software economics - Top 10 principles of achieving agility at scaleImproving software economics - Top 10 principles of achieving agility at scale
Improving software economics - Top 10 principles of achieving agility at scale
 
Knowledge Management Case Study
Knowledge Management Case StudyKnowledge Management Case Study
Knowledge Management Case Study
 
Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)
Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)
Lean Manufacturing and DITA (Gnostyx at DITA Europe 2014)
 
G09.2014 gartner enterprise content mgmt 2014
G09.2014   gartner enterprise content mgmt 2014G09.2014   gartner enterprise content mgmt 2014
G09.2014 gartner enterprise content mgmt 2014
 
Enterprise software delivery
Enterprise software deliveryEnterprise software delivery
Enterprise software delivery
 
Content Strategy for DevPortals
Content Strategy for DevPortalsContent Strategy for DevPortals
Content Strategy for DevPortals
 
AIIM Info 2011 Increasing mobile worker productivity
AIIM Info 2011 Increasing mobile worker productivityAIIM Info 2011 Increasing mobile worker productivity
AIIM Info 2011 Increasing mobile worker productivity
 
AIIM and Vamosa - Practical Cosniderations when Implementing ECM
AIIM and Vamosa - Practical Cosniderations when Implementing ECMAIIM and Vamosa - Practical Cosniderations when Implementing ECM
AIIM and Vamosa - Practical Cosniderations when Implementing ECM
 
How to improve an ECM system
How to improve an ECM systemHow to improve an ECM system
How to improve an ECM system
 

More from Scott Abel

2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...Scott Abel
 
The Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentThe Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentScott Abel
 
The cognitive era and the future of content
The cognitive era and the future of contentThe cognitive era and the future of content
The cognitive era and the future of contentScott Abel
 
Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Scott Abel
 
Creating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent ContentCreating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent ContentScott Abel
 
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerIntelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerScott Abel
 
Emerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehEmerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehScott Abel
 
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScott Abel
 
Content Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresContent Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresScott Abel
 
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkThe ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkScott Abel
 
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Scott Abel
 
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...Scott Abel
 
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Scott Abel
 
Fandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLFandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLScott Abel
 
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorDeep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorScott Abel
 
The Future of Technical Communication is Marketing
The Future of Technical Communication is MarketingThe Future of Technical Communication is Marketing
The Future of Technical Communication is MarketingScott Abel
 
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...Scott Abel
 
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To IgnoreScott Abel
 
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Scott Abel
 
Thinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeThinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeScott Abel
 

More from Scott Abel (20)

2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
 
The Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentThe Cognitive Era and the Future of Content
The Cognitive Era and the Future of Content
 
The cognitive era and the future of content
The cognitive era and the future of contentThe cognitive era and the future of content
The cognitive era and the future of content
 
Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...
 
Creating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent ContentCreating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent Content
 
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerIntelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
 
Emerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehEmerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam Helweh
 
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
 
Content Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresContent Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda Flores
 
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkThe ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
 
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
 
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
 
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
 
Fandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLFandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDL
 
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorDeep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
 
The Future of Technical Communication is Marketing
The Future of Technical Communication is MarketingThe Future of Technical Communication is Marketing
The Future of Technical Communication is Marketing
 
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
 
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
 
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
 
Thinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeThinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World Singapore
 

Recently uploaded

UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDELiveplex
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 

Recently uploaded (20)

201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDEADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
ADOPTING WEB 3 FOR YOUR BUSINESS: A STEP-BY-STEP GUIDE
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 

The State of the Technical Communication Industry: tcworld India 2013 Keynote Address

  • 3. The Content Wrangler 2012 Technical Communication Industry Benchmarking Survey About the survey not scientific, but meaningful loaded with real-world anecdotes 0ver 1100 respondents 500+ large, content-heavy firms primarily North American/EU firms
  • 4. The Content Wrangler 2012 Technical Communication Industry Benchmarking Survey Findings overview agile documentation development advanced documentation practices complexity drives innovation lack of strategy causes problems
  • 5. documentation development methods Agile approaches 45% attempt to leverage agile • majority of technical communication departments have not adopted agile methods • those that do so struggle with challenges • challenges: organizational silos, lack of governance, differing approaches waterfall is the most commonly used documentation development approach 5
  • 6. complexity drives adoption of Advanced practices Difficulty is the driver • highly configurable hardware and software products drive adoption • multi-channel, multi-device publishing drives adoption • dynamic publishing, localization, translation, and personalization are also strong drivers the more challenging it is to develop documentation, the more likely advanced practices are adopted
  • 7. advanced practices most often adopted to document Configurable products Efficiency is key • configurable products are difficult to document • organizations that use XML are better prepared to respond to threats and new opportunities • challenges increase when content is multi-lingual • challenges increase with mobile device adoption and as companies attempt to deliver apps, eBooks customer expectations are driving this innovation; mobile computing also plays significant role
  • 10. you can’t reach your goals without a Content Strategy A definition from Rahel Ann Bailie Content strategy deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling. It influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance. what content strategy is not is the implementation side
  • 12. The Content Wrangler 2012 Technical Communication Industry Benchmarking Survey A look at the findings structured content, XML and DITA content reuse strategy customer-created content leveraging communities top software products used
  • 13. XML is driving operational efficiency Structured content 44% create structured XML • 81% leverage DITA • 30% use custom DTDs/schemas • 16% use DocBook 12% of the companies that produce structured content use all three
  • 14. Significant savings in time and money Content reuse between documentation and training content • 5% have done so in order to innovate or to enable them to respond to threats or opportunities • reuse most common between related document or content sets (eg user guides, help, training) the unexpected benefit is unanticipated reuse
  • 15. meth ods Com mon ent reuse of cont
  • 16. One of the most convenient, but problematic methods Copy and paste reuse Most error prone, inefficient, costly method • Content is actually cloned; each copied instance exists on its own (disconnected from source) • Unable to be easily located, retrieved, updated Copy and paste is quite natural, but not a best practice
  • 17. The most common form of content reuse Manual content reuse Authors locate content, retrieve it, reuse it • Manual reuse is best accomplished with a CMS • Helps organizations rapidly reconfigure reusable content into new information products • Provides authors with most flexibility, but is problematic because it puts burden of reuse on authors If authors lack motivation, are unaware content exists, or have trouble finding it, reuse does not occur
  • 20. want a free chapter about Content Reuse? email me! scott@TheContentWrangler.com We can help. We do it every day for clients around the globe. The Content Wrangler can help you deliver the right information, to the right people, at the right time, on the right device, in the right format and language. If we can’t, we’ll find someone who can. Your content is your most valuable business asset. Let us show you how to manage it efficiently and effectively.
  • 21. Who is responsible for monitoring support communities Online communities 53% provide online support community • 32% rely on customer service to monitor activity • 20% distribute monitoring responsibility across roles • 10% employ dedicated community manager Online support communities and documentation influence customer purchasing decisions
  • 22. Some organizations are leveraging the power of the crowd to create, update, improve documentation Customer-created content 20% allow customers to edit documentation • 8% allow ‘trusted customers’ to edit and publish content without formal review • Level of scrutiny is directly linked to the type of content being produced and the liability or risk associated with allowing customers to edit and publish content • 17% allow customers to create new content More than one-third of companies that allow customers to create content encourage them to do so
  • 24. Organizations use reactions from customers to improve documentation Customer feedback and ratings Benefits of feedback and ratings • 47% improved customer support scores • 17% improved documentation quality • 16% support call deflection • 13% reduced support call volume • 12% reduced average call handling time Additional benefits: Spotting problems with product design; reduction in negative feedback / complaints
  • 25. Tools used vary by the type of work being performed and the industry sector served Software used to create documentation THE TOP TEN MOST USED SOFTWARE PRODUCTS 1. Adobe FrameMaker 41% 2. TechSmith Snagit 35% 3. Microsoft Word 35% 4. Adobe Acrobat Pro 28% 5. Adobe Captivate 20% 6. Adobe RoboHelp 19% 7. TechSmith Camtasia 12% 8. XMetaL Author 11% 9. Microsoft PowerPoint 11% 10. Adobe Photoshop 11%
  • 26. The Content Wrangler 2012 Technical Communication Industry Benchmarking Survey Innovations planned for future moving to structured content adopting XML/DITA component content management video documentation 26
  • 27. what they’re planning for 2013-2014 Future Innovations XML and DITA 21% of companies surveyed plan to move to structured XML by 2014; the Darwin Information Typing Architecture (DITA) is the XML schema of choice. doing so is believed to better prepare companies for the future
  • 28. what they’re planning for 2013-2014 Future Innovations Component content 14% of companies surveyed plan to adopt a component content management system designed specifically to manage modular, structured XML content. component content management systems are built to support multi-channel publishing
  • 29. what they’re planning for 2013-2014 Future Innovations Video documentation 11% of companies surveyed plan to adopt video documentation and training content, usually to augment existing documentation, support, and training purposes. customer expectations are driving this innovation; mobile computing also plays significant role
  • 30. STRUCTURED CONTENT 2012 TECHNICAL COMMUNICATION INDUSTRY BENCHMARKING SURVEY 44% of companies create structured XML content SUMMARY RESULTS Agile documentation adoption DITA slow, not always successful 81% of companies that The majority of technical documentation and training create structured departments have not adopted an agile approach to creating want a copy of the content use DITA and publishing content. Agile methods are based on iterative and incremental cycles that promote adaptive planning, ? Summary Results evolutionary development, and flexible responses to change. OTHER FLAVORS While 45% of companies surveyed claim to apply agile 30% use custom XML DTDs development principles to TechComm projects, few do it successfully. Typical challenges include organizational silos, 16% use DocBook lack of governance, differing approaches. The waterfall development method is the dominant approach in use today. Biggest challenge is the lack of content strategy Our benchmarking survey • Inability to effectively reuse The next biggest challenges: uncovered a wide variety of content challenges facing companies that • Lack of governance • Creation of inconsistent, produce technical documentation inaccurate, or mediocre quality • Lack of time, money and tcworld india and training content. The biggest content resources challenge identified was the lack of a formal content strategy. • Producing content of unknown customer value Commonly cited symptoms of • Process problems and production will make it available to you organizations lacking a content bottlenecks strategy include: • along with this slide deck WHAT INNOVATIONS ARE YOU PLANNING FOR THE FUTURE? after the event 21% 14% 11% Moving to topic-based content models like the Darwin Information Typing The adoption of a component content management system is the second Creating video documentation and training content is the third most Architecture is the most common most common innovation planned for common innovation planned for the innovation planned for the future— the future—cited by 14% of companies. future—cited by 11% of companies. cited by 21% of companies. DITA/XML CCMS VIDEO
  • 32. Join The Content Wrangler • website ~ thecontentwrangler.com • facebook ~ thecontentwranglercommunity • linkedin ~ thecontentwranglercommunity • twitter ~ @contentwrangler • phone +1 415.857.2235 • email scott@thecontentwrangler.com