Good products deserve good content
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Good products deserve good content



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? ...

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 Presentation Transcript

  • 1. Good ProductsDeserveGood Content
    © Intentional Design Inc.
    Presented at Confab 2011
    May 2011
  • 2. Content Strategy
    Who am I?
  • 3. Tweet this
    Content is NOT in pre-or post-sales silos. It’s ALL part of marketing.
  • 4. Product descriptions
    Define product content
    • Instructions for installation
    • 5. Instructions for use
    • 6. Training material
    • 7. Troubleshooting tips
    • 8. Maintenance
    • 9. User assistance posts
  • Why is product content important?
    Part of the new marketing paradigm
    Part of the customer conversation
    Contributes to operational efficiency and savings
  • 10. Look at the customer lifecycle
  • 11. Tweet this
    Consumers use all sorts of content to make buying decisions.
  • 12. Pre vs Post: Tearing down silos
    Pre- and post-sales are connected
    All content used to make buying decisions
    Documentation and training and user assistance are multiple sides of the same die
  • 13. What we want
    Customers want a single source of truth
    Organizations want a single source of truth
  • 14. Harnessing product content
    Moving control upstream
    Convergence, integration, syndication
    Good quality content
    Good structure, good attributes
    Meaningful metadata
  • 15. Los Angeles Department of Water and Power
    “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.”
  • 16. Software Vendors
    “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)
    “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.”
    (Practice lead, gigantic multinational technology and consulting firm)
  • 17. Malaspina Labs
    (Founder, Malaspina Labs)
  • 18. California Consumer Electronics
    Returned products due to failure to understand operations: over $1 billion annually (reported a decade ago)
    (Bonni Graham Gonzalez, Manual Labour Inc)
  • 19. Dyson
  • 20. Dyson Air Multiplier
  • 21. Roomba
    Text option
    Graphic option
    User feedback
    Related content
    Print option
  • 22. Trikke
  • 23. Maintenance content
  • 24. User-generated content
  • 25. Former home page
    © Intentional Design Inc.
  • 26. Strategic question
    How do people buy an inverter?
  • 27. Answer: Search the specs
    May 2005
    © Intentional Design Inc.
  • 28. But where are the product specs?
    © Intentional Design Inc.
  • 29. New home page
    Novice (educate and browse)
    Intermediate(fast browse)
  • 30. Tweet this
    Under-the-hood aspects of content raise its value as an asset.
  • 31. A world without silos
    It’s a governance issue
    Sharing content
    Playing nicely
    Customer delight
  • 32. What about mobile? Plan for new output channels
  • 33. Under the hood
  • 34. Connecting @rahelab