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Content Strategy  in Technical Communication Simon Bate Scriptorium Publishing
About me <ul><li>Simon Bate
Sr. Technical Consultant at Scriptorium
Certified Technical Trainer
30+ years Tech Comm experience </li></ul>
About Scriptorium <ul><li>Content Strategy for Technical Communication
Analyze
Develop strategy
Implement
Transform
Train </li></ul>
Content Strategy is... <ul><li>“The practice of planning for content creation, delivery, and governance” – Kristina Halvor...
“A repeatable process or methodology that manages content within the entire content lifecycle” – Rahel Bailie </li></ul>
Or this... Develop Deliver Destroy Deploy
Develop <ul><li>Authoring and editing
Storage
Management
Reuse
Localization </li></ul>
Deliver <ul><li>(or “Deliverables”)
Determine deliverable formats
Generate deliverables from content </li></ul>
Deploy <ul><li>Distribute to a public web server
Package in a software build
Send to printer and ship to customers
Manage access restrictions </li></ul>
Destroy <ul><li>Archive
Delete
Revoke
Expire </li></ul>
What's different about tech comm content strategy? <ul><li>Web content strategy: persuasive content
Tech comm: technology transfer
“Buy our stuff” versus “use our stuff” </li></ul>
Wandering in the desert... flickr: joni1973
Step 1: Determine business goals for tech comm content <ul><li>Regulatory requirements
Company positioning
Avoid more expensive support options
Marketing </li></ul>
Legal  priorities 20% of front page
Strong branding
 
Do not adjust your TV...
This probably doesn't help sales...
Reduce support calls...
What he said. Twitter: @mbakeranalecta, November 12, 2011
flickr: Michael Francis McCarthy
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Content strategy in Technical Communications

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Slides from my presentation to tcworld India 2012. Describes how Scriptorium sees content strategy and how to go about implementing a techcomm content strategy in your workplace.

Published in: Technology, Business
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Content strategy in Technical Communications

  1. 1. Content Strategy in Technical Communication Simon Bate Scriptorium Publishing
  2. 2. About me <ul><li>Simon Bate
  3. 3. Sr. Technical Consultant at Scriptorium
  4. 4. Certified Technical Trainer
  5. 5. 30+ years Tech Comm experience </li></ul>
  6. 6. About Scriptorium <ul><li>Content Strategy for Technical Communication
  7. 7. Analyze
  8. 8. Develop strategy
  9. 9. Implement
  10. 10. Transform
  11. 11. Train </li></ul>
  12. 12. Content Strategy is... <ul><li>“The practice of planning for content creation, delivery, and governance” – Kristina Halvorson (@halvorson)
  13. 13. “A repeatable process or methodology that manages content within the entire content lifecycle” – Rahel Bailie </li></ul>
  14. 14. Or this... Develop Deliver Destroy Deploy
  15. 15. Develop <ul><li>Authoring and editing
  16. 16. Storage
  17. 17. Management
  18. 18. Reuse
  19. 19. Localization </li></ul>
  20. 20. Deliver <ul><li>(or “Deliverables”)
  21. 21. Determine deliverable formats
  22. 22. Generate deliverables from content </li></ul>
  23. 23. Deploy <ul><li>Distribute to a public web server
  24. 24. Package in a software build
  25. 25. Send to printer and ship to customers
  26. 26. Manage access restrictions </li></ul>
  27. 27. Destroy <ul><li>Archive
  28. 28. Delete
  29. 29. Revoke
  30. 30. Expire </li></ul>
  31. 31. What's different about tech comm content strategy? <ul><li>Web content strategy: persuasive content
  32. 32. Tech comm: technology transfer
  33. 33. “Buy our stuff” versus “use our stuff” </li></ul>
  34. 34. Wandering in the desert... flickr: joni1973
  35. 35. Step 1: Determine business goals for tech comm content <ul><li>Regulatory requirements
  36. 36. Company positioning
  37. 37. Avoid more expensive support options
  38. 38. Marketing </li></ul>
  39. 39. Legal priorities 20% of front page
  40. 40. Strong branding
  41. 42. Do not adjust your TV...
  42. 43. This probably doesn't help sales...
  43. 44. Reduce support calls...
  44. 45. What he said. Twitter: @mbakeranalecta, November 12, 2011
  45. 46. flickr: Michael Francis McCarthy
  46. 47. Business goal examples <ul><li>Meet regulatory requirements
  47. 48. Reduce volumes of support calls
  48. 49. Avoid legal exposure
  49. 50. Increase product market share by highlighting feature set
  50. 51. Increase product visibility
  51. 52. Build user community and thus loyalty </li></ul>
  52. 53. Step 2: Strategy flickr: Rudy Letsche
  53. 54. The more common (and bad) approach <ul><li>Tools & Technologies
  54. 55. Tactics
  55. 56. Strategy
  56. 57. Implementation </li></ul>
  57. 58. It's your responsibility flickr: Michael Gwyther-Jones
  58. 59. A better way... <ul><li>Goal
  59. 60. Strategy
  60. 61. Tactics </li><ul><li>Implementation
  61. 62. Tools
  62. 63. Technology </li></ul></ul>
  63. 64. Strategy examples <ul><li>Provide customers with multiple ways to access needed information
  64. 65. Embed information in software
  65. 66. Deliver content that complies with regulations (duh)
  66. 67. Deliver attractive content for improved marketing positioning </li></ul>
  67. 68. We hate you now.
  68. 69. Step 3: Tactics
  69. 70. Step 3: Tactics <ul><li>Implementation
  70. 71. Tools
  71. 72. Technology </li></ul>
  72. 73. How do we get there from here? flickr: aigle_dore
  73. 74. Tools & technology flickr: casarico
  74. 75. Constraints <ul><li>Financial
  75. 76. Organizational
  76. 77. Regulatory
  77. 78. Legal
  78. 79. Cultural </li></ul>flickr: quinnanya
  79. 80. Think inside the box? Skills Legal Risk Budget Regulations Culture Organization Possible Solutions
  80. 81. Choose wisely... flickr: prilfish
  81. 82. The wrong tool means big trouble! flickr: antarcticabound
  82. 83. The asteroid is coming flickr: edsweeney
  83. 84. Determining tactics <ul><li>Best delivery format?
  84. 85. Best way to create that format? </li></ul>
  85. 86. All technology is risky flickr: mockstar
  86. 87. Risk types <ul><li>Implementation risk
  87. 88. Obsolescence
  88. 89. Market share
  89. 90. Technical deficiencies </li></ul>
  90. 91. Pick your poison flickr: allaboutprops.com
  91. 92. Business value must drive strategy flickr: zoomzoom
  92. 94. You need a different perspective flickr: Aunt Owwee
  93. 95. Summary <ul><li>Business goals come first
  94. 96. Content strategy is shaped by goals
  95. 97. Choose tools carefully and wisely
  96. 98. Understand risk is inherent </li></ul>
  97. 99. Questions?
  98. 100. Contact information <ul><li>Simon Bate
  99. 101. Scriptorium Publishing
  100. 102. www.scriptorium.com
  101. 103. [email_address]
  102. 104. twitter: @simonbate
  103. 105. +1.919.433.2606 </li></ul>

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