Techcomm is Marcomm (Writers UA)

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Bernard Aschwanden discusses how marketing and technical communication content are converging. Both aim to provide information to customers as they research products, make purchase decisions, and use products after purchasing. While marketing content focuses more on pre-sale information and technical communication focuses more on post-sale guidance, the lines are blurring as customers now expect to be able to access information at all stages. Integrating marketing and technical communication content using standards like DITA can provide a seamless customer experience, with the right content delivered through the most appropriate channels at each stage of the customer journey.

Business

Get To Know Each Other
Bernard Aschwanden
www.publishingsmarter.com
Content is Content:
Marcomm IS Techcomm
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@aschwanden4stc @AdobeTCS

Before We Begin
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@AdobeTCS

Who The Heck Am I?
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 Bernard Aschwanden
 A past President of
www.stc.org and founder of
Publishing Smarter
 Help teams make the case
that content is the key
business asset with a focus
on how content makes or
breaks a relationship

Content is Content
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Tech Content MUST BE Part of Your Marketing
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The Informed Consumer
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Post-Purchase Evaluation
Purchase Decision
Evaluation and Selection of Alternatives
Information search
Problem recognition

Where Tech Comm Comes In
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Post-Purchase Evaluation
Purchase Decision
Evaluation and Selection of Alternatives
Information search
Problem recognition

Pre-sale (Marketing) Post-sale (Tech comm)
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Content Convergence
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Convergence Summary
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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.

Post-sales:
Tech comm
Differences Do Exist, But It’s ONE Customer
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Pre-sales:
Marketing
End Users/
Customers/
Potentials

Seamless Consistent Experience
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Integration matters
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DITA for Different Readers
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Let’s Make It Friendly
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Publish DITA with Content Filters
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Build Your Own Based on DITA
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Go Further
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One User. One Set of Content.
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Output Could Apply To All
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Filtered for the Base
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Filtered for the Luxe
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Implementation
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Expanding on the Experience
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The Right Content, The Right Place, The Right Time
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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.

Mix. Match. Repeat.
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Conclusion
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Final words
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www.publishingsmarter.com
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Techcomm is Marcomm (Writers UA)

1. Get To Know Each Other Bernard Aschwanden www.publishingsmarter.com Content is Content: Marcomm IS Techcomm 09:11 1 @aschwanden4stc @AdobeTCS

2. Before We Begin 09:11@aschwanden4stc @AdobeTCS 2 @AdobeTCS

3. Who The Heck Am I? 09:11@aschwanden4stc @AdobeTCS 3  Bernard Aschwanden  A past President of www.stc.org and founder of Publishing Smarter  Help teams make the case that content is the key business asset with a focus on how content makes or breaks a relationship

4. Content is Content 09:11@aschwanden4stc @AdobeTCS 4

5. Tech Content MUST BE Part of Your Marketing 09:11@aschwanden4stc @AdobeTCS 5

6. The Informed Consumer 09:12@aschwanden4stc @AdobeTCS 6 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition

7. Where Tech Comm Comes In 09:12@aschwanden4stc @AdobeTCS 7 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition

8. Pre-sale (Marketing) Post-sale (Tech comm) 8 Content Convergence 09:12@aschwanden4stc @AdobeTCS

9. Convergence Summary 09:13@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. Post-sales: Tech comm Differences Do Exist, But It’s ONE Customer 09:13@aschwanden4stc @AdobeTCS 10 Pre-sales: Marketing End Users/ Customers/ Potentials

11. Seamless Consistent Experience 09:13@aschwanden4stc @AdobeTCS 11

12. Integration matters 09:13@aschwanden4stc @AdobeTCS 12

13. DITA for Different Readers 09:13@aschwanden4stc @AdobeTCS 13

14. Let’s Make It Friendly 09:13@aschwanden4stc @AdobeTCS 14

15. Publish DITA with Content Filters 09:13@aschwanden4stc @AdobeTCS 15

16. Build Your Own Based on DITA 09:13@aschwanden4stc @AdobeTCS 16

17. Go Further 09:13@aschwanden4stc @AdobeTCS 17

18. One User. One Set of Content. 09:13@aschwanden4stc @AdobeTCS 18

19. Output Could Apply To All 09:13@aschwanden4stc @AdobeTCS 19

20. Filtered for the Base 09:14@aschwanden4stc @AdobeTCS 20

21. Filtered for the Luxe 09:14@aschwanden4stc @AdobeTCS 21

22. Implementation 09:15@aschwanden4stc @AdobeTCS 22

23. Expanding on the Experience 09:14@aschwanden4stc @AdobeTCS 23

24. The Right Content, The Right Place, The Right Time 09:11@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. Mix. Match. Repeat. 09:11@aschwanden4stc @AdobeTCS 25

26. Conclusion 09:11@aschwanden4stc @AdobeTCS 26

27. Final words 09:11@aschwanden4stc @AdobeTCS 27

28. www.publishingsmarter.com 09:11@aschwanden4stc @AdobeTCS 28

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