1. Create Compelling and Useful
Content
Kim Magden
March 12, 2014

3. Products
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4. 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

5. Keep content current
 drive archive policy
 encourage feedback
 promote suggestion list

6. Communication channels evolving
from freeform, tribal
knowledge
to curated, rationalized
information

7. 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

8. Guide content creation
Through
 video interviews and demos
 sticky note brainstorming
 content mockups
 top email questions / chat
discussions
 content audits and usage reports

9. 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

10. Case study 2: Data Connections
 content completeness varied
• 40 connections
 audience
• feature teams
• test
• technical partnerships
 centralized & structured
content
 assigned team to
maintain

11. Create compelling and useful content
 know your audience
 assess current and future
information needs
 partner

12. 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