Good products deserve good content


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When an organization invests in product lifecycle content, it can become some of the most convincing marketing content around. Can't explain a product's benefits? Loss of sales. Can't explain its use? Needless returns. Can't shine at post-sales support? Bad reputation. No traceability from specs to testing? Problematic. From specs to technical documentation to support knowledge base, harnessing the potential of product lifecycle content is Good Business.

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Good products deserve good content

  1. 1. Good ProductsDeserveGood Content<br />© Intentional Design Inc.<br /><br />Presented at Confab 2011<br />May 2011<br />
  2. 2. Content Strategy<br />Who am I?<br />
  3. 3. Tweet this<br /> Content is NOT in pre-or post-sales silos. It’s ALL part of marketing.<br />
  4. 4. Product descriptions<br />Define product content<br /><ul><li>Instructions for installation
  5. 5. Instructions for use
  6. 6. Training material
  7. 7. Troubleshooting tips
  8. 8. Maintenance
  9. 9. User assistance posts</li></li></ul><li>Why is product content important?<br />Part of the new marketing paradigm<br />Part of the customer conversation<br />Contributes to operational efficiency and savings <br />
  10. 10. Look at the customer lifecycle<br />
  11. 11. Tweet this<br /> Consumers use all sorts of content to make buying decisions.<br />
  12. 12. Pre vs Post: Tearing down silos<br />Pre- and post-sales are connected<br />All content used to make buying decisions<br />Documentation and training and user assistance are multiple sides of the same die<br />
  13. 13. What we want<br />Customers want a single source of truth<br />Credibility <br />Trust<br />Organizations want a single source of truth<br />Brand<br />Efficiency<br />
  14. 14. Harnessing product content<br />Moving control upstream<br />Convergence, integration, syndication<br />Good quality content<br />Good structure, good attributes<br />Meaningful metadata<br />
  15. 15. Los Angeles Department of Water and Power<br /> “The company evaluated its call center volume and found that 25 to 35% of the four million calls received a year were from customers who did not understand their monthly bills.  Using the rule of thumb that a call center inquiry costs $5 to $50 per call, you can easily calculate the costs associated with this issue.”<br />Source:<br />
  16. 16. Software Vendors<br /> “We’re getting our docs in order because we found that people are looking at them before they decide to buy.” (Sales exec, tiny CMS vendor)<br /> “Never mind justifying savings due to process. What is effective with management is seeing how when the content supporting the product isn’t up to snuff, it means lost sales.”<br />(Practice lead, gigantic multinational technology and consulting firm)<br />
  17. 17. Malaspina Labs<br />(Founder, Malaspina Labs)<br />
  18. 18. California Consumer Electronics<br /> Returned products due to failure to understand operations: over $1 billion annually (reported a decade ago)<br />(Bonni Graham Gonzalez, Manual Labour Inc)<br />
  19. 19. Dyson<br /><br />
  20. 20. Dyson Air Multiplier<br />
  21. 21. Roomba<br />Text option<br />Graphic option<br />User feedback<br />Related content<br />Print option<br /><br />
  22. 22. Trikke<br />
  23. 23. Maintenance content<br />
  24. 24. User-generated content<br />
  25. 25. Former home page<br />© Intentional Design Inc.<br />
  26. 26. Strategic question<br /> How do people buy an inverter?<br />
  27. 27. Answer: Search the specs<br />May 2005<br />© Intentional Design Inc.<br />
  28. 28. But where are the product specs?<br />© Intentional Design Inc.<br />
  29. 29. New home page<br />Novice (educate and browse)<br />Intermediate(fast browse)<br />Experienced(search)<br />
  30. 30. Tweet this<br /> Under-the-hood aspects of content raise its value as an asset.<br />
  31. 31. A world without silos<br />It’s a governance issue<br />Sharing content<br />Playing nicely<br />Productivity<br />Customer delight<br />
  32. 32. What about mobile? Plan for new output channels<br />
  33. 33. Under the hood<br />
  34. 34. Connecting @rahelab<br /><br />
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