Presentation from TCUK14 on the ways Tech Comms and Marketing can work together, and how Tech Comm can position itself as a revenue centre. Includes an intro to marketing, ZMOT, and the Jobs To Be Done framework.
8. “The first casualty
of war is truth”
Boake Carter, 1930s
Hiram Johnson, 1928
Samuel Johnson, 1758
Aeschylus, c5 BC
Sun Tzu, c5 BC
Fuck it. Wikiquote.
32. Quick recap - user information is:
important and formative
a mess when it goes wrong
but going to happen anyway
and fantastic when it works out well
40. It’s not just us
or:
Three cherry-picked graphs
Data from: 2014 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
45. References
• Kathy Sierra at Business of Software - If you do nothing else, watch this
• The Zero Moment of Truth
• The near impossibility of measuring returns to advertising (PDF)
• The Jobs To Be Done framework website
• HubSpot on Inbound Marketing
• B2C Content Marketing, benchmarks, budgets, and trends study, 2014 (PDF)
• The Innovator’s Dilemma
• Good Strategy, Bad Strategy
• The Lean Start-up
• Every Grain of Rice
• Mapo Tofu, my inauthentic ad-hoc recipe
• The Killing Joke
• Bill Hicks on marketing
Editor's Notes
I hope so.
“you’re not you when you’re hungry” is what happens to task-based help.
With a million dollar advertising budget.
Its‘ the positioning of content to overcome obstacles.
“switch workshop”
When they make a switch, it requires a behaviour change.
Understanding behaviour change
Again, reflexive – different terminology so they can own it
This is their focus
All at the top of the funnel
But what about the product?
Not quite true, but true enough that I’m mentioning it
Map of customer maturity. Content gaps.
Led to evaluation guide. Sharing editorial process.
JTBD INSIGHT – PROJECT
Beth’s piece
How do we get all of this?
Seriously – I’ll take good content from anyone
More complex product proposition
The person leading this is one of our senior technical authors
Working with marketing
Massive strategic initiative for the company
~ 1/3 of the business, by metric swagger