THE FUTURE OF TECHCOMM
IN THE CONTENT ERA
#acrolinx
Your Panel
• Scott Abel, The Content Wrangler
• Andrea Ames, Content Experience Strategist, IBM
• Anjana Rajan. Informatio...
How is Relationship of Customers to
TechComm Changing?
Techcomm’s Expanding Impact
Post-Sales
• “Information experience”
Pre-Sales
“We are witnesses to the
age of information sh...
Techdocs & Customers
You’ll find other useful data at:
www.sdl.com/speakcustomer
Link to IBM survey: https://www-950.ibm.c...
How are These
Changes Affecting
TechComm?
“Audiences are inundated
by pleas for their attention.”
“Consumers no longer
res...
How Should We Position
Ourselves to Our Executives?
Questions?
• Contact info
• cgettinger@sdl.com
• pg.bartlett@acrolinx.com
• Recording and slides will be posted soon at:
•...
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The Future of Tech Comm in the Content Era

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The Content Era has arrived. We’re drowning in it.

And yet…

We don’t have enough content that entertains and informs.

For technical communicators, this is an era of opportunity. Never before has content played such an important role in business. This should be great news for you – but how’s it going so far?

Too many of us still work in relative obscurity, invisible to most of our colleagues. It’s time to change that.

Our panel of experts will discuss how techcomm is gaining more respect, greater prominence, and higher budgets – because they’re no longer talking about techcomm. Instead, they’re talking about (and doing something about):

*“Information experience” and the importance of technical content in customer experience
*Content Marketing, and how technical content can attract new customers
*Talking with customers, not at them, through company forums and social media

Published in: Software, Technology, Education
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The Future of Tech Comm in the Content Era

  1. 1. THE FUTURE OF TECHCOMM IN THE CONTENT ERA #acrolinx
  2. 2. Your Panel • Scott Abel, The Content Wrangler • Andrea Ames, Content Experience Strategist, IBM • Anjana Rajan. Information Architect, Hitachi Data Systems • Chip Gettinger, VP XML Solutions, SDL Your Moderator: PG Bartlett, Product Management, Acrolinx
  3. 3. How is Relationship of Customers to TechComm Changing?
  4. 4. Techcomm’s Expanding Impact Post-Sales • “Information experience” Pre-Sales “We are witnesses to the age of information shifting to the age of interaction.” – Conversation and Community: The Social Web for Documentation “70% of the buying process is complete before a buyer engages with a salesperson.” – Sirius Decisions “32% of consumers typically look at product instructions before they buy.” – Sharon Burton, Survey of Consumer Feelings about Product Instructions
  5. 5. Techdocs & Customers You’ll find other useful data at: www.sdl.com/speakcustomer Link to IBM survey: https://www-950.ibm.com/survey/oid/wsb.dll/s/ag2c1
  6. 6. How are These Changes Affecting TechComm? “Audiences are inundated by pleas for their attention.” “Consumers no longer respond to anything but the most compelling content.” – Gartner
  7. 7. How Should We Position Ourselves to Our Executives?
  8. 8. Questions? • Contact info • cgettinger@sdl.com • pg.bartlett@acrolinx.com • Recording and slides will be posted soon at: • http://www.acrolinx.com/webinars_en.html • www.sdl.com/structuredcontentwebinars > Webinar Archive
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