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Give in to the power of the Dark Side: Tech Comm and Marketing are Converging


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We’ve come to think of it like this: content is content. Marketing and technical communications are generated for the same end users at different points in the product adoption life-cycle. The distinction between marketing communications and technical communications is far less pronounced than it once was. Managers sometimes see little difference in skill-sets and often put content creators together in one role or department – and maybe they’re right. During our careers we’re often dealing with a lot of technical content but also creating marketing communications; we’re in a good position to see how very little difference there might be between them. They’re both an always-on dialogue with the user, just at different points in the product adoption life-cycle. We’ll explore the audiences who consume content, ideas related to a seamless content experience, how both training and support factor into this, and talk about implementation ideas.

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Give in to the power of the Dark Side: Tech Comm and Marketing are Converging

  1. 1. Get To Know Each Other Bernard Aschwanden Content is Content: Marcomm IS Techcomm 12:32 1 @aschwanden4stc @AdobeTCS
  2. 2. Before We Begin 12:32@aschwanden4stc @AdobeTCS 2 @AdobeTCS
  3. 3. Who The Heck Am I? 12:32@aschwanden4stc @AdobeTCS 3  Bernard Aschwanden  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
  4. 4. Content is Content 12:32@aschwanden4stc @AdobeTCS 4
  5. 5. Tech Content MUST BE Part of Your Marketing 12:32@aschwanden4stc @AdobeTCS 5
  6. 6. The Informed Consumer 12:32@aschwanden4stc @AdobeTCS 6 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
  7. 7. Where Tech Comm Comes In 12:32@aschwanden4stc @AdobeTCS 7 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
  8. 8. Pre-sale (Marketing) Post-sale (Tech comm) 8 Content Convergence 12:32@aschwanden4stc @AdobeTCS
  9. 9. Convergence Summary 12:32@aschwanden4stc @AdobeTCS 9 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.
  10. 10. Post- sales: Tech comm Differences Do Exist, But It’s ONE Customer 12:32@aschwanden4stc @AdobeTCS 10 Pre-sales: Marketing End Users/ Customers/ Potentials
  11. 11. Seamless Consistent Experience 12:32@aschwanden4stc @AdobeTCS 11
  12. 12. Integration matters 12:32@aschwanden4stc @AdobeTCS 12
  13. 13. DITA for Different Readers 12:32@aschwanden4stc @AdobeTCS 13
  14. 14. Let’s Make It Friendly 12:32@aschwanden4stc @AdobeTCS 14
  15. 15. Publish DITA with Content Filters 12:32@aschwanden4stc @AdobeTCS 15
  16. 16. Build Your Own Based on DITA 12:32@aschwanden4stc @AdobeTCS 16
  17. 17. Go Further 12:32@aschwanden4stc @AdobeTCS 17
  18. 18. One User. One Set of Content. 12:32@aschwanden4stc @AdobeTCS 18
  19. 19. Output Could Apply To All 12:32@aschwanden4stc @AdobeTCS 19
  20. 20. Filtered for the Base 12:32@aschwanden4stc @AdobeTCS 20
  21. 21. Filtered for the Luxe 12:32@aschwanden4stc @AdobeTCS 21
  22. 22. Implementation 12:32@aschwanden4stc @AdobeTCS 22
  23. 23. Expanding on the Experience 12:32@aschwanden4stc @AdobeTCS 23
  24. 24. The Right Content, The Right Place, The Right Time 12:32@aschwanden4stc @AdobeTCS 24 Page Header Content Body Content Marketing Body content pulled from marcom. Conceptual or informative, and related to page specific messaging. Tech Comm Body content pulled from tech comm. Task, concept, or reference, and related to page specific messaging.
  25. 25. Mix. Match. Repeat. 12:32@aschwanden4stc @AdobeTCS 25
  26. 26. Conclusion 12:32@aschwanden4stc @AdobeTCS 26
  27. 27. Final words 12:32@aschwanden4stc @AdobeTCS 27
  28. 28. 12:32@aschwanden4stc @AdobeTCS 28
  29. 29. 12:32@aschwanden4stc @AdobeTCS 29