Ending the Cold War between Marcom and Techcomm

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Techcomm and marcom should be working together, but they're not. How can we fix this? First delivered by Sarah O'Keefe at Lavacon 2012 in Portland, Oregon. This updated version is a webcast from June 2013.

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Ending the Cold War between Marcom and Techcomm

  1. 1. Ending the Cold War between Techcomm and MarcomSarah O’Keefe, @sarahokeefecontentstrategy101.com
  2. 2. contentstrategy101.comSarah O’Keefe @sarahokeefe❖ Founder and president, ScriptoriumPublishing, www.scriptorium.com❖ Based in North Carolina❖ Coauthor with Alan Pringle ofContent Strategy 101❖ Interested in collision of content,publishing, and technology
  3. 3. contentstrategy101.comflickr: mollystevens
  4. 4. contentstrategy101.comMarcomflickr: Piutus
  5. 5. contentstrategy101.comTechcommflickr: thoth-god
  6. 6. contentstrategy101.comNeither tells a complete story.flickr: dullhunk
  7. 7. contentstrategy101.comReality: Techcomm and marcom are complementary
  8. 8. C.C. Fulps, U.S. Navy Naval History andHeritage Command, NH 98391What causes friction between techcomm and marcom?
  9. 9. contentstrategy101.comMarcom TechcommDetails? Few ManyImpact on revenue? Lots NonePurpose Persuade InformAnalytics Yes RarelyAffects product positioningYes Not on purposeWhen read? Before buy After buy
  10. 10. Divisionflickr: ornellas
  11. 11. contentstrategy101.comMarcom TechcommDetails? Few ManyImpact on revenue? Lots NonePurpose Persuade InformAnalytics Yes RarelyAffects product positioningYes Not on purposeWhen read? Before buy After buy
  12. 12. contentstrategy101.comMarcom TechcommDetails? Many ManyImpact on revenue? Lots LotsPurpose Persuade/inform Persuade/informAnalytics Yes IncreasingAffects product positioningYes YesWhen read? Before buy Before & after
  13. 13. contentstrategy101.comTechmarcom(m)Details? ManyImpact on revenue? LotsPurpose Persuade/informAnalytics YesAffects product positioningYesWhen read? Before & after
  14. 14. The organizational problemflickr: dcagne
  15. 15. contentstrategy101.comMarcomCEOCTOCFOCIOCMOTechcomm
  16. 16. contentstrategy101.comMarcomCEOCMO CIO CFO CTOTechcommCCO?
  17. 17. contentstrategy101.com
  18. 18. contentstrategy101.com
  19. 19. contentstrategy101.com
  20. 20. contentstrategy101.com
  21. 21. contentstrategy101.com
  22. 22. Breaking down barriersflickr: brostad
  23. 23. Building relationshipsflickr: mmechtley
  24. 24. contentstrategy101.comPotential cooperation: datasheets❖ Usually considered marketing content❖ But includes reference data and otherspecifications
  25. 25. Mostly techcommMarcom
  26. 26. All marcom
  27. 27. page 1, all marcom
  28. 28. page 3, all techcomm
  29. 29. The datasheet puzzleflickr: mmechtleyflickr: epitti
  30. 30. contentstrategy101.comDatasheet development❖ Who is the owner?❖ Who is the contributor?❖ What does the content workflow looklike?
  31. 31. contentstrategy101.com
  32. 32. contentstrategy101.com
  33. 33. Convergenceflickr: NASA Goddard Photo and Video
  34. 34. contentstrategy101.comMutual benefits❖ Techcomm❖ Use marketing to get tech commresources❖ Marcom❖ Use techcomm to clarify features andbenefits❖ Prove claims of leading-edge capabilities
  35. 35. contentstrategy101.comTechcomm and SEO benefits❖ Use techcomm to drive web site traffic❖ Use techcomm to improve reputationfor content
  36. 36. contentstrategy101.comPerhaps less of this…flickr: slidingsideways
  37. 37. Maybe more of this…flickr: slidingsideways
  38. 38. Put this in the past…
  39. 39. Let’s end the Cold War.Photo: Wikipedia
  40. 40. Learn from history…
  41. 41. contentstrategy101.comQuestions?flickr: dtcchc
  42. 42. contentstrategy101.comContact information❖ Sarah O’Keefe❖ www.scriptorium.com❖ okeefe@scriptorium.com❖ @sarahokeefe
  43. 43. contentstrategy101.com❖ Now available!❖ Print, EPUB, and Kindle❖ Or free oncontentstrategy101.com

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