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Content is Content: Adobe DITA World 2017


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DITA can help both marketing and technical communications teams connect with customers. In a non-technical way, this slide deck (and the associated presentation) shows how and why it matters to connect with your customer using all the tools at your command.

Published in: Business
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Content is Content: Adobe DITA World 2017

  1. 1. DITA Can Help Create Both Jacquie Samuels & Bernard Aschwanden Content is Content: End Users Need Marcomm AND Techcomm 16:01 1 @publishsmarter
  2. 2. Before We Begin 16:01@publishsmarter 2
  3. 3. Jacquie Samuels Bernard Aschwanden  Jacquie specializes in DITA CCMS selection and content strategy  Helps teams write concise, structured content with the right tools and the right strategy  A past President of and founder of Publishing Smarter  Helps teams make the case that content is the key business asset with a focus on how content makes or breaks a relationship 3 Who The Heck Are We? 16:01@publishsmarter
  4. 4. Content is Content 16:01@publishsmarter 4
  5. 5. Tech Content MUST BE Part of Your Marketing 16:01@publishsmarter 5
  6. 6. The Informed Consumer 16:01@publishsmarter 6 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
  7. 7. Pre-sale (Marketing) Post-sale (Tech comm) 7 Content Convergence 16:01@publishsmarter
  8. 8. Convergence Summary 16:01@publishsmarter 8 Marketing Technical End users Identify end users early, target content for their needs. Provide an always-on dialogue aligned with end users. Multi-channel publishing Provide content in appropriate formats, including HTML, PDF, and applications. Level of technical detail Always high-level, now increasingly technical. Always technical, now increasingly focussed on higher level, including users’ business goals. Type of content Articles, blogs, tweets, case studies, whitepapers, advertising, promotions, etc. Integrated marketing communications helps customers understand what the product does and decide if the product solves their problem. Books, guides, and topics, where the aim is to provide a library of content to help users understand and use the product.
  9. 9. Post- sales: Tech comm Differences Do Exist, But It’s ONE Customer 16:01@publishsmarter 9 Pre-sales: Marketing End Users/ Customers/ Potentials
  10. 10. Seamless Consistent Experience 16:01@publishsmarter 10
  11. 11. Integration matters 16:01@publishsmarter 11
  12. 12. DITA for Different Readers 16:01@publishsmarter 12
  13. 13. Let’s Make It Friendly 16:01@publishsmarter 13
  14. 14. Publish DITA with Content Filters 16:01@publishsmarter 14
  15. 15. Build Your Own Based on DITA 16:01@publishsmarter 15
  16. 16. Go Further 16:01@publishsmarter 16
  17. 17. One User. One Set of Content. 16:01@publishsmarter 17
  18. 18. Output Could Apply To All 16:01@publishsmarter 18
  19. 19. Filtered for the Base 16:01@publishsmarter 19
  20. 20. Filtered for the Luxe 16:01@publishsmarter 20
  21. 21. Implementation 16:01@publishsmarter 21
  22. 22. Mix. Match. Repeat. 16:01@publishsmarter 22
  23. 23. Conclusion 16:01@publishsmarter 23
  24. 24. Final words 16:01@publishsmarter 24
  25. 25. Publishing Smarter Can Help 16:01@publishsmarter 25
  26. 26. 16:01@publishsmarter 26