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The future of content

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Sarah O'Keefe's keynote presentation at tcworld India, delivered in Bangalore on February 20, 2014.

Highlights include a discussion of minimum viable content, career paths for technical communicators, and some ideas about new directions for technical content.

Published in: Technology

The future of content

  1. 1. The Future of Content Sarah O’Keefe @sarahokeefe Scriptorium Publishing contentstrategy101.com
  2. 2. Sarah O’Keefe @sarahokeefe ❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina, USA ❖ Coauthor of Content Strategy 101 ❖ Interested in collision of content, publishing, and technology
  3. 3. tcworld.info
  4. 4. techwhirl.com
  5. 5. scriptorium.com
  6. 6. Reality
  7. 7. Minimum viable product A minimum viable product has just those features that allow the product to be deployed, and no more.
  8. 8. Minimum viable product A minimum viable product has just those features that allow the product to be deployed, and no more.
  9. 9. Minimum viable content flickr: john.schultz
  10. 10. Minimum viable content Minimum Not enough Too much
  11. 11. Minimum viable content ❖ Meets regulatory requirements ❖ Meets business goals
  12. 12. Minimum viable content ❖ Accurate, concise, and complete ❖ Delivered in the needed formats ❖ Delivered in the needed languages ❖ Delivered on time
  13. 13. Supports business goal Not enough Obstructs business goal Too much
  14. 14. Supports business goal Zone of viable content Not enough Obstructs business goal Too much
  15. 15. @uselessassist
  16. 16. @uselessassist
  17. 17. @uselessassist
  18. 18. Minimum viable content ❖ What are the regulatory requirements? ❖ How does this content help meet the organization’s business goals? What is the purpose of this content? ❖ In what formats is this content needed? In which languages? ❖ Who must create the content? ❖ What is the content velocity? How quickly must it be delivered and how often will it change?
  19. 19. 80%+ research online before buying. Sources: PwC study: https://www.internetretailer.com/2012/03/30/most-shoppers-go-online-research-products GE Capital Bank study: http://www.retailingtoday.com/article/study-81-research-online-making-big-purchases Image: flickr, MarcMcPherson
  20. 20. flickr: meganfitzgerald Are you a user advocate?
  21. 21. flickr: meganfitzgerald Are you paid by users?
  22. 22. Who is my customer? flickr: rosmary
  23. 23. Who is my customer? ❖ End user ❖ Corporation ❖ Marketing team ❖ Product manager ❖ Technical support staff ❖ Department manager
  24. 24. So many possibilities… flickr: davestreet
  25. 25. So many possibilities… Print ❖ PDF ❖ HTML ❖ Help in various formats ❖ EPUB ❖ Kindle ❖ Mobile app ❖ and more… flickr: davestreet ❖
  26. 26. We need to rethink the book container. flickr: davestreet
  27. 27. “A dictionary is not a book.” Erin McKean flickr: greeblie
  28. 28. “A dictionary is a database.” Erin McKean flickr: greeblie
  29. 29. flickr: jimmiehomeschoolmom
  30. 30. Image: amazon.com
  31. 31. A book is not always the best container.
  32. 32. How can tech comm use new technologies? Image: wired.com and Audi
  33. 33. Not enough screen space for help? Use audio!
  34. 34. How to survive and thrive flickr: jenniferboyer
  35. 35. How to survive and thrive ❖ Product knowledge ❖ Research and analysis ❖ ❖ Customer assessments ❖ ❖ Web analytics Mining user-generated content Convergence between tech comm and marcom
  36. 36. Tech comm career paths flickr: sidharth_sharma
  37. 37. Tech comm career paths ❖ Writer ❖ Tools specialist ❖ Management ❖ Site designer ❖ User experience (UX) ❖ Information architect ❖ Content strategist
  38. 38. Information in the wild. flickr: v923z
  39. 39. https://techinfo.honda.com/rjanisis/logon.asp
  40. 40. http://www.civicforumz.com/maintenance-121/online-hondaservice-manual-list-91627/
  41. 41. Most people need just one bit of information. flickr: v923z
  42. 42. Mahindra corporate Mahindra dealer who made the video
  43. 43. Where I live Mahindra corporate Mahindra dealer who made the video YOU ARE HERE
  44. 44. Questions? flickr: seatbelt67
  45. 45. Contact information ❖ Sarah O’Keefe @sarahokeefe info@scriptorium.com

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