Who Cares About Your LiveContent?

Who Cares About Your Content? Corey Ganser – MindTouch, Inc. Follow me: @coreygans Lavacon 2011

Overview• Why does your company care about content?• Why does your community care about content?• Why do you care?• What are the next steps?2

CompanyWhy does your company care about content?

In the Past: – Documentation is a burdened requirement to launch a product – Documentation costs money and doesn’t lead to revenue – Documentation becomes stale fast because of the resources required to update – Documentation doesn’t engage the community nor does it ask for feedback4

Present Day Opportunity: Strategic Asset – Documentation • a key component to a prospects evaluation of the product • helps users become experts of the product without requiring a resource to hand hold = Customer is happy! • allows users to extend functionality and properly execute your product/service the way it was intended5

Present Day Opportunity• Corporate Productivity – Support – Decrease overhead in the support department – Marketing – Leverage the content rich documentation to search engine optimize your documentation – Sales – Self qualifying leads – Product – feedback loops within documentation6

Present Day Opportunity: Analytics – Create an environment where content can be measured • Marketing – Keywords, content, SEO • Sales – Sales pipeline, sales cycle length, self qualifying prospects • Product – Product feedback and roadmap • Documentation – Successfulness of docs7

CommunityWhy does your community care about content?

Who do you write for? – Prospects • How do prospects evaluate your company? – Customers • How do you create loyal customers? • How do you turn customers into references?9

Prospects: What are they looking for? –Solve a specific issue –Can they self serve? –Best practices –Understanding the product/service –Organic Search ranking10

Customers: What are they looking for? – Product knowledge to become experts – Fix a problem – New functionality/features – Community involvement – Feedback – Career enhancing knowledge – Expert on the product = Indispensible – Best Practices11

YouWhy do you care?

New reasons to care• You’re strategic benefit to the organization – Departments that rely on you: Marketing, Sales, Support, and Product• Community needs social interaction around documentation more than ever before• Evolving documentation beyond reactive13

You: Is it time to take action? • Share your passion • Individual enhancement • Satisfaction having a greater impact in the company • More feedback from the community14

What are the next steps?

State of the Union• What is the state of your documentation now? – Do you allow users to provide written feedback on your documentation? – Do you search engine optimize your documentation? – Do you have analytics behind your Flickr.com - TalkMediaNews documentation on what is most successful? – Do you have analytics showing what users are searching for along with what they are and aren’t finding? – Do you capture web analytics around the traffic of your documentation site? – Do you allow SMEs within your company contribute to your documentation?16

State of the Union (cont.) – Do you only provide your documentation in PDF format? – Do you allow your support agents to contribute to your documentation? – Do your support agents have access to the documentation that your community has access to? – Is your documentation available within your product or do your users need to go to a different site to access it? – If your documentation is within your product, do you need to wait until a product release in order to update it?17

State of the Union (cont.) – Do you have a way of collaborating with SMEs around your documentation or do you find yourself stuck in email for information gathering? – Does your documentation strategy expand beyond the product/tech docs dept? – Is your sales team gaining intelligence from your documentation? (Sales/Marketing automation)18

Where do you go from here?

Scoping the new paradigm• Identify new end points• Identify points of leverage• Operational efficiencies• Make sure the improvements benefit all stakeholders – Company, Community, and You!20

Sample Publishing Pipeline <shameless plug> “A better way to publish help and product content. A new way to create buyers.” </shameless plug>21

Phased approach• Breakdown the changes into phases – Phase 1 - Identify Platform/Tools/Technology – Phase 2 – Branding, Community accessible, and capture feedback and analytics – Phase 3 – Extend documentation into Product/Site/Service (Integration) – Phase 4 – Take time and money saved to go on more vacations 22

Companies that have taken this approach• Autodesk• Exact Target – See demonstration on November 16th at 3:30pm• Mozilla• Intuit23

Questions?24

Thank youStop by the MindTouch booth to chatmore about your content.

Another great speech• Smart Content: The Right Message to the Right Customer and the Right Time – Damien Howley from MindTouch and Amanda Cross from Exact Target talk about Help 2.0 concepts and the steps to deploy a Help 2.0 solution. – November 16th 3:30pm – 5:30pm26

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Who Cares About Your LiveContent?

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