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When Technical Communications Meets Marcom - Rahela Bailie

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Information Development World
Information Development World

The document discusses how technical content and marketing content have traditionally been seen as separate, with technical content viewed as dry and instructive and marketing content viewed as persuasive and promotional. However, it argues that the lines between these are blurring, as technical content is now also used for marketing purposes. It suggests rethinking the roles of both technical and marketing content, and coordinating content across the entire customer and product lifecycles, as well as across different channels, to create a better omnichannel experience for customers.

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www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. When TechCommMet Marcom Why technical content ismarketing content
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Persuasive Content Fluffy Overstated Biased Instructive Content Dry Boring Complicated Content Bake-off Two solitudes
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Persuasive Content
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Charismatic … seriously?
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Instructive Content
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. And this helps me … how?
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Rethinking the Paradigm
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. What makes a chocolate-and-peanut-butter moment?
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Rethinking theroles of content
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Create or import copy Add rich media Quality check Automated publishing Distribution (channels) Content as commodity controlled as a supply chain
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Content coordinated with the product lifecycle Introduction Decline
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Content treated as a product with its own lifecycle
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Content coordinated with the customer lifecycle Explore options Consider Commit to a solution Compare solutions Make selection Considerfor future
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. How people really do it: research, register, shop, seek, share, etc
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Omnichannel experience
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Omnichannel experience (image from praticalecommerce.com)
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Coordinating content within an omnichannel experience Explore options Consider Commit to a solution Compare solutions Introduction Decline Make selection Considerfor future Product or service lifecycle Customer lifecycle Content lifecycle
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Rethinking our roles
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Silos of content reflect silos of roles
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Content Maturity Modelhttp://intentionaldesign.ca/2011/11/14/time-for-a-maturity-model-for-content-strategy/ Digital Maturity Modelhttp://www.digitalstrategyconference.com/blog/tag/digital-maturity/
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. More resources
www.IntentionalDesign.ca © 2014 Intentional Design Inc. All rights reserved. Vancouver, BC, Canada / London, UK By telephone: Canada +1.604.837.0034 UK +44 (0)7869 643 685 Twitter: @rahelab By email: info@intentionaldesign.ca Mailing address: Provided upon request Speaking and workshops: bailie.com

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