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collateral damage 
Do Tech Comms and Marketing have to fight 
when users get informed? www.flickr.com/photos/
yell at me here 
@RMH40 
Roger.Hart@red-gate.com
“The world is driven by money 
and we all have a role to play.” 
Gordon Dennis. 
Here, yesterday.
Bad information is Marketing’s fault problem 
Good information is Tech Comms’ specialty 
Let’s do the maths 
together 
Spoilers:
www.flickr.com/photos/digitalexistence/191327395
this one weird question: 
Why is there so much crap on the internet?
Ambient information 
has gone nuts 
(it’s scary/awesome)
“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.
again, 
Why is there so much crap on the internet?
Alberto Brandolini - @ziobrando
because 
capitalism
The purpose of Marketing
Customer acquisition 
Awareness 
Discovery 
Validation 
Purchase 
Trigger event 
Retention, “brand advocacy”, buzzwords 
The “funnel” 
(it isn’t a funnel)
Customer acquisition 
Awareness 
Discovery 
Validation 
Purchase 
Expensive stuff 
like support
Business is made of: 
shiny 
things 
costs
The traditional purpose of Tech Comms 
shiny 
things 
costs 
You are here. 
Now make this 
number smaller 
or you’re fired
…but this model is bullshit 
shiny 
things 
costs
Collateral damage: do marketing and tech comms have to fight when users get informed?
The “Zero Moment of Truth” 
Content marketing about content marketing 
www.flickr.com/photos/gadl/279433682
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
Anatomy of ZMOT 
iStockphoto 
Other people's 
user experiences 
All findable information
What is the purpose of ZMOT? 
Or Android, for that matter… 
What’s in it for Google?
Or this? 
2013 Google & Microsoft paper 
http://is.gd/nearimpossible
Another framework 
Jobs To Be Done 
www.flickr.com/photos/betsyweber/6276847468
sound familiar?
Understanding a purchase 
http://www.heavywinter.com/2013/11/eager-sellers-stony-buyers-the-four-progress-making-forces/
it’s basically the funnel 
http://www.heavywinter.com/
It's funnels all the way down
Inbound marketing 
awareness 
discovery 
validation 
purchase 
The “champagne saucer”
Inbound marketing 
awareness 
discovery 
validation 
purchase 
you are here
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
An example: HubSpot
They sell Inbound Marketing 
(it’s another funnel)
Collateral damage: do marketing and tech comms have to fight when users get informed?
lots of simple how-to 
no reference
Inbound 
at 
Red Gate
massive content tart
Collateral damage: do marketing and tech comms have to fight when users get informed?
It’s not just us 
or: 
Three cherry-picked graphs 
Data from: 2014 B2C Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Lead intelligence 
Documentation use as a 
purchase signal 
yes, I know it’s creepy
It’s horrible, but 
maybe we need 
each other 
Maybe it’s grimly inevitable
You're a revenue centre, 
take the credit. 
And help. Look at us – we need it.
Questions?
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

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Collateral damage: do marketing and tech comms have to fight when users get informed?

Editor's Notes

  1. 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.
  2. “switch workshop” When they make a switch, it requires a behaviour change. Understanding behaviour change
  3. 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?
  4. Not quite true, but true enough that I’m mentioning it
  5. 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?
  6. Seriously – I’ll take good content from anyone
  7. 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