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Content Strategy: Creating Compelling Content for Internal Audiences

Discover ways to create and manage compelling and useful content through wikis, data dashboards, and videos.

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Content Strategy: Creating Compelling Content for Internal Audiences

  1. 1. Create Compelling and Useful Content Kim Magden March 12, 2014
  2. 2. Products + + + + + + + + + + + + + + + +
  3. 3. Tableau Product Development Internal audience • product architects and developers • support, QA, test, and release engineers • program & international project managers • writers, designers, and researchers Growing fast • hired over 100 people in last year • forecast to add another 100 this year
  4. 4. Keep content current  drive archive policy  encourage feedback  promote suggestion list
  5. 5. Communication channels evolving from freeform, tribal knowledge to curated, rationalized information
  6. 6. Partnering Share usage stats • know who views content • compare usage to product ship cadence Watch email and chats • belong to active distribution lists • lurk in active chat room Listen to ad hoc conversations • kitchen, coffee machine, water cooler • open office environment • conference roundtable discussions
  7. 7. Guide content creation Through  video interviews and demos  sticky note brainstorming  content mockups  top email questions / chat discussions  content audits and usage reports
  8. 8. Case study 1: New Hire Learning Nuggets  content already existed • Licensing 101 • How to submit bugs • How to enter backlog items  audience need defined  steps to create video established and repeatable
  9. 9. Case study 2: Data Connections  content completeness varied • 40 connections  audience • feature teams • test • technical partnerships  centralized & structured content  assigned team to maintain
  10. 10. Create compelling and useful content  know your audience  assess current and future information needs  partner
  11. 11. Resources and references • Panopto (end-to-end video solution) • Confab, conference for content strategist Books • Content Strategy for the Web Kristina Halvorson • The Stranger’s Long Neck Gerry McGovern • Content Everywhere SaraWachter-Boettcher

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