SlideShare a Scribd company logo

The Future of Technical Communication is Marketing

Scott Abel
Scott Abel
Scott AbelThe Content Wrangler: Helping Organizations Create Exceptional Customer Experiences With Content

Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided don't look, feel, or sound anything like the marketing and sales materials that introduced them to your brand. Neither does the service contract, the warranty, the customer support website, the product documentation, nor the training materials. The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touchpoints. For no good reason, the content experience changes drastically -- and not in a good way. That's why organizations that recognize the importance of a unified customer experience have started rethinking what it means to be customer-centric. Some forward-thinking organizations are reorganizing customer-facing content creators into teams under one roof. They're breaking down the barriers — the silos — that prevent them from collaborating; from creating a unified customer content experience. In this presentation, delivered at Acrolinx Day at LavaCon 2014 Portland, Scott Abel, The Content Wrangler, discussed the challenges of content inconsistency and incongruity, and why he thinks the future of technical communication is marketing.

The Future of Technical Communication is Marketing

1 of 76
Download to read offline
@scottabel on twitter 
The Future of 
Technical Communication 
is Marketing 
by Scott Abel, The Content Wrangler
@scottabel on twitter 
marketing 
has changed 
tactics, tools, channels, methods, budget
@scottabel on twitter 
even the definition of marketing 
has changed 
marketing is now anything that “gets” customers
@scottabel on twitter 
tactics no one previously decribed as 
‘marketing’ 
turned out to be ‘marketing’ on steroids
@scottabel on twitter 
Examples 
Craigslist integration Refer-a-friend Shares to Facebook 
These brands didn’t have the money to launch traditional marketing departments so 
they had to broaden the definition and leverage the creativity of their team
@scottabel on twitter 
3 Step Marketing Plan 
1 Product > 2 Demo Video > 3 Viral Hook 
In less than 3 years, Dropbox became a multi-billion dollar brand by leveraging 
straightforward content and providing referral bonuses of extra storage space
Ad

Recommended

Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Keynote: How to Think About Giving Attribution to the Contribution Of Social ...
Keynote: How to Think About Giving Attribution to the Contribution Of Social ...Dr. Natalie Petouhoff
 
The Confluence Equation: Where B2B Content & Influencer Marketing Meet
The Confluence Equation: Where B2B Content & Influencer Marketing MeetThe Confluence Equation: Where B2B Content & Influencer Marketing Meet
The Confluence Equation: Where B2B Content & Influencer Marketing MeetTopRank Marketing Agency
 
#1NWebinar: Forget the Funnel. Enter the Loop.
#1NWebinar: Forget the Funnel. Enter the Loop.#1NWebinar: Forget the Funnel. Enter the Loop.
#1NWebinar: Forget the Funnel. Enter the Loop.One North
 
How to show value on content marketing
How to show value on content marketing How to show value on content marketing
How to show value on content marketing Mathew Sweezey
 
Content Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
Content Marketing Rocks! 36 Tips from Rock Star Brands & MarketersContent Marketing Rocks! 36 Tips from Rock Star Brands & Marketers
Content Marketing Rocks! 36 Tips from Rock Star Brands & MarketersTopRank Marketing Agency
 
ROI WTF? Content Marketing Today, in Ten Truths
ROI WTF? Content Marketing Today, in Ten TruthsROI WTF? Content Marketing Today, in Ten Truths
ROI WTF? Content Marketing Today, in Ten TruthsSara Lingafelter
 
Nobody Cares About Your Newsletter - Mobile Marketing
Nobody Cares About Your Newsletter - Mobile MarketingNobody Cares About Your Newsletter - Mobile Marketing
Nobody Cares About Your Newsletter - Mobile MarketingMathew Sweezey
 

More Related Content

What's hot

Higher Education Website Design: Branding & User Experience | Oneupweb
Higher Education Website Design: Branding & User Experience | Oneupweb  Higher Education Website Design: Branding & User Experience | Oneupweb
Higher Education Website Design: Branding & User Experience | Oneupweb Oneupweb
 
B2B Influencer Marketing Activation - Lee Odden
B2B Influencer Marketing Activation - Lee OddenB2B Influencer Marketing Activation - Lee Odden
B2B Influencer Marketing Activation - Lee OddenTopRank Marketing Agency
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 Mathew Sweezey
 
Participation Marketing - Content Co-Creation,  Influencers & Integration for PR
Participation Marketing - Content Co-Creation, Influencers & Integration for PRParticipation Marketing - Content Co-Creation, Influencers & Integration for PR
Participation Marketing - Content Co-Creation,  Influencers & Integration for PRTopRank Marketing Agency
 
The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017DemandWave
 
Measuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office SuccessMeasuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office SuccessTopRank Marketing Agency
 
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - MarchRed Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - MarchMike Corak
 
Digital Marketing On A Budget
Digital Marketing On A BudgetDigital Marketing On A Budget
Digital Marketing On A BudgetMWI Hong Kong
 
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead GeneMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead GeneMarketer
 
State of B2B Marketing 2016
State of B2B Marketing 2016 State of B2B Marketing 2016
State of B2B Marketing 2016 Mathew Sweezey
 
Creating a Lead Gen Machine at SCI
Creating a Lead Gen Machine at SCICreating a Lead Gen Machine at SCI
Creating a Lead Gen Machine at SCIJeremy Mason
 
Social Media Essentials - West Kent B2B
Social Media Essentials - West Kent B2B Social Media Essentials - West Kent B2B
Social Media Essentials - West Kent B2B Sleeping Giant Media
 
Deploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementDeploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementMichael Brito | Zeno Group
 
Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond Mathew Sweezey
 
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's CampaignsGo Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's CampaignsLitmus
 
CEM London 27 Jan 2016 - Jan Heyens
CEM London 27 Jan 2016 - Jan HeyensCEM London 27 Jan 2016 - Jan Heyens
CEM London 27 Jan 2016 - Jan HeyensJan Heyens
 
Advanced Lead Nurturing: Wake the Dead
Advanced Lead Nurturing: Wake the Dead Advanced Lead Nurturing: Wake the Dead
Advanced Lead Nurturing: Wake the Dead Mathew Sweezey
 

What's hot (20)

Higher Education Website Design: Branding & User Experience | Oneupweb
Higher Education Website Design: Branding & User Experience | Oneupweb  Higher Education Website Design: Branding & User Experience | Oneupweb
Higher Education Website Design: Branding & User Experience | Oneupweb
 
B2B Influencer Marketing Activation - Lee Odden
B2B Influencer Marketing Activation - Lee OddenB2B Influencer Marketing Activation - Lee Odden
B2B Influencer Marketing Activation - Lee Odden
 
New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016 New Era of Marketing - Content Marketing Conference - 2016
New Era of Marketing - Content Marketing Conference - 2016
 
Participation Marketing - Content Co-Creation,  Influencers & Integration for PR
Participation Marketing - Content Co-Creation, Influencers & Integration for PRParticipation Marketing - Content Co-Creation, Influencers & Integration for PR
Participation Marketing - Content Co-Creation,  Influencers & Integration for PR
 
The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017The Hottest B2B Marketing Trends of 2017
The Hottest B2B Marketing Trends of 2017
 
Measuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office SuccessMeasuring Your Content Marketing Box Office Success
Measuring Your Content Marketing Box Office Success
 
Digital Summit 2016
Digital Summit 2016 Digital Summit 2016
Digital Summit 2016
 
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - MarchRed Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March
Red Hot Digital Marketing Trends of 2016 - Cincinnati AMA - March
 
Digital Marketing On A Budget
Digital Marketing On A BudgetDigital Marketing On A Budget
Digital Marketing On A Budget
 
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead GeneMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
eMarketer Webinar: B2B Content Marketing—It's Not Just Lead Gen
 
State of B2B Marketing 2016
State of B2B Marketing 2016 State of B2B Marketing 2016
State of B2B Marketing 2016
 
Creating a Lead Gen Machine at SCI
Creating a Lead Gen Machine at SCICreating a Lead Gen Machine at SCI
Creating a Lead Gen Machine at SCI
 
Social Media Essentials - West Kent B2B
Social Media Essentials - West Kent B2B Social Media Essentials - West Kent B2B
Social Media Essentials - West Kent B2B
 
Deploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer EngagementDeploying Social Media For Brand Storytelling & Customer Engagement
Deploying Social Media For Brand Storytelling & Customer Engagement
 
Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond Future of Demand 2019 & Beyond
Future of Demand 2019 & Beyond
 
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's CampaignsGo Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
Go Beyond Opens & Clicks: Using Data to Optimize Your Client's Campaigns
 
7 Shocking Social Selling Statistics
7 Shocking Social Selling Statistics7 Shocking Social Selling Statistics
7 Shocking Social Selling Statistics
 
CEM London 27 Jan 2016 - Jan Heyens
CEM London 27 Jan 2016 - Jan HeyensCEM London 27 Jan 2016 - Jan Heyens
CEM London 27 Jan 2016 - Jan Heyens
 
Expo presentation
Expo presentationExpo presentation
Expo presentation
 
Advanced Lead Nurturing: Wake the Dead
Advanced Lead Nurturing: Wake the Dead Advanced Lead Nurturing: Wake the Dead
Advanced Lead Nurturing: Wake the Dead
 

Viewers also liked

Information Strategy
Information StrategyInformation Strategy
Information Strategyguest0e2ce7
 
Confab London - GOV.UK
Confab London - GOV.UK Confab London - GOV.UK
Confab London - GOV.UK Sarah Richards
 
MT domain customization – conditions and benefits. Chris Wendt (Microsoft)
MT domain customization – conditions and benefits. Chris Wendt (Microsoft)MT domain customization – conditions and benefits. Chris Wendt (Microsoft)
MT domain customization – conditions and benefits. Chris Wendt (Microsoft)TAUS - The Language Data Network
 
TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...
TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...
TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...TAUS - The Language Data Network
 
Workshop on Multilingual Data Value Chains in the Digital Single Market, 16 ...
Workshop on Multilingual Data Value Chains in the Digital Single Market,  16 ...Workshop on Multilingual Data Value Chains in the Digital Single Market,  16 ...
Workshop on Multilingual Data Value Chains in the Digital Single Market, 16 ...TAUS - The Language Data Network
 
TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...
TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...
TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...TAUS - The Language Data Network
 
TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...
TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...
TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...TAUS - The Language Data Network
 
TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...
TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...
TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...TAUS - The Language Data Network
 
TAUS USER CONFERENCE 2010, What’s on the horizon? The research agenda
TAUS USER CONFERENCE 2010, What’s on the horizon? The research agendaTAUS USER CONFERENCE 2010, What’s on the horizon? The research agenda
TAUS USER CONFERENCE 2010, What’s on the horizon? The research agendaTAUS - The Language Data Network
 
TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...
TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...
TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...TAUS - The Language Data Network
 
Antzinaroa eta erdi aroa nora taus
Antzinaroa eta erdi aroa nora tausAntzinaroa eta erdi aroa nora taus
Antzinaroa eta erdi aroa nora tausLourdes Macicior
 
Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...
Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...
Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...TAUS - The Language Data Network
 
Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014
Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014
Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014Conference_by_EVRY
 
TAUS webinar The Big Picture View On The Translation Industry, March 2013
TAUS webinar The Big Picture View On The Translation Industry, March 2013TAUS webinar The Big Picture View On The Translation Industry, March 2013
TAUS webinar The Big Picture View On The Translation Industry, March 2013TAUS - The Language Data Network
 
TAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engine
TAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engineTAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engine
TAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engineTAUS - The Language Data Network
 
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging FruitTechnical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging FruitDavid Arnoux . Growth
 
Integrated Marketing Communication
Integrated Marketing CommunicationIntegrated Marketing Communication
Integrated Marketing Communicationmandalina landy
 

Viewers also liked (20)

Information Strategy
Information StrategyInformation Strategy
Information Strategy
 
Confab London - GOV.UK
Confab London - GOV.UK Confab London - GOV.UK
Confab London - GOV.UK
 
TAUS Moses Roundtable, Prague, 11 September 2013
TAUS Moses Roundtable, Prague, 11 September 2013TAUS Moses Roundtable, Prague, 11 September 2013
TAUS Moses Roundtable, Prague, 11 September 2013
 
TAUS New Year's Reception 2014
TAUS New Year's Reception 2014TAUS New Year's Reception 2014
TAUS New Year's Reception 2014
 
MT domain customization – conditions and benefits. Chris Wendt (Microsoft)
MT domain customization – conditions and benefits. Chris Wendt (Microsoft)MT domain customization – conditions and benefits. Chris Wendt (Microsoft)
MT domain customization – conditions and benefits. Chris Wendt (Microsoft)
 
TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...
TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...
TAUS USER CONFERENCE 2010, Man, Machine and advanced translation memory lever...
 
Workshop on Multilingual Data Value Chains in the Digital Single Market, 16 ...
Workshop on Multilingual Data Value Chains in the Digital Single Market,  16 ...Workshop on Multilingual Data Value Chains in the Digital Single Market,  16 ...
Workshop on Multilingual Data Value Chains in the Digital Single Market, 16 ...
 
TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...
TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...
TAUS Machine Translation Showcase, The Simplified Guide to Getting Started in...
 
Content design 101
Content design 101Content design 101
Content design 101
 
TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...
TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...
TAUS USER CONFERENCE 2010, Machine translation in the imperfect world - Pract...
 
TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...
TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...
TaaS Workshop 2014, Terminology Trends- First-hand Experience as a Blogger, M...
 
TAUS USER CONFERENCE 2010, What’s on the horizon? The research agenda
TAUS USER CONFERENCE 2010, What’s on the horizon? The research agendaTAUS USER CONFERENCE 2010, What’s on the horizon? The research agenda
TAUS USER CONFERENCE 2010, What’s on the horizon? The research agenda
 
TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...
TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...
TAUS MT SHOWCASE, The WeMT Program, Olga Beregovaya, Welocalize, 10 October 2...
 
Antzinaroa eta erdi aroa nora taus
Antzinaroa eta erdi aroa nora tausAntzinaroa eta erdi aroa nora taus
Antzinaroa eta erdi aroa nora taus
 
Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...
Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...
Achieving Translation Efficiency and Accuracy for Video Content, Xiao Yuan (P...
 
Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014
Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014
Sarah_Richards_USER_IS_KING_OR_QUEEN_IT-tinget_2014
 
TAUS webinar The Big Picture View On The Translation Industry, March 2013
TAUS webinar The Big Picture View On The Translation Industry, March 2013TAUS webinar The Big Picture View On The Translation Industry, March 2013
TAUS webinar The Big Picture View On The Translation Industry, March 2013
 
TAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engine
TAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engineTAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engine
TAUS USER CONFERENCE 2010, The Deep Hybrid machine translation engine
 
Technical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging FruitTechnical Marketing and Growth Hacking Low Hanging Fruit
Technical Marketing and Growth Hacking Low Hanging Fruit
 
Integrated Marketing Communication
Integrated Marketing CommunicationIntegrated Marketing Communication
Integrated Marketing Communication
 

Similar to The Future of Technical Communication is Marketing

Axiom9 Marketing - Social Media Marketing
Axiom9 Marketing - Social Media MarketingAxiom9 Marketing - Social Media Marketing
Axiom9 Marketing - Social Media MarketingAxiom9 Marketing
 
CXO Global 100 - Taking Flight With Twitter
CXO Global 100 - Taking Flight With TwitterCXO Global 100 - Taking Flight With Twitter
CXO Global 100 - Taking Flight With TwitterJoe Topinka
 
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...oneforty
 
Social Listening in Practice: Social Selling
Social Listening in Practice: Social SellingSocial Listening in Practice: Social Selling
Social Listening in Practice: Social SellingBrandwatch
 
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social EraUnderstanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social EraTara Hunt
 
Z:\ Other\Smo\Presentations\Socialising Your Brand 150410
Z:\  Other\Smo\Presentations\Socialising Your Brand   150410Z:\  Other\Smo\Presentations\Socialising Your Brand   150410
Z:\ Other\Smo\Presentations\Socialising Your Brand 150410KWAT049
 
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Dr. Natalie Petouhoff
 
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNatalie
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNatalieSocial Media Breakfast Club And Sysomos Presentation Sept 22 @DrNatalie
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNataliedoctornatalie
 
Why Trust Will Become The Currency Of Tomorrow
Why Trust Will Become The Currency Of TomorrowWhy Trust Will Become The Currency Of Tomorrow
Why Trust Will Become The Currency Of TomorrowTrustpilot
 
Lead Nurturing in the Mobile & Social Age
Lead Nurturing in the Mobile & Social Age Lead Nurturing in the Mobile & Social Age
Lead Nurturing in the Mobile & Social Age Sendible
 
Social Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersSocial Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersJill Sida
 
10 Trends in Digital Analytics
10 Trends in Digital Analytics10 Trends in Digital Analytics
10 Trends in Digital AnalyticsW2O Group
 
Webinar Social Selling for Sales Teams
Webinar Social Selling for Sales TeamsWebinar Social Selling for Sales Teams
Webinar Social Selling for Sales TeamsDoble Group, LLC
 
Catalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New MediumCatalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New MediumVivastream
 
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSocial Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSymbio Agency Ltd
 
#GrowthDeck - Andrew Chen AMA by GrowthHackers
#GrowthDeck - Andrew Chen AMA by GrowthHackers#GrowthDeck - Andrew Chen AMA by GrowthHackers
#GrowthDeck - Andrew Chen AMA by GrowthHackersGrowthHackers
 
How Prepared Are We for Customer 2.0? by Juliann Grant, Telesian Technology
How Prepared Are We for Customer 2.0? by  Juliann Grant, Telesian TechnologyHow Prepared Are We for Customer 2.0? by  Juliann Grant, Telesian Technology
How Prepared Are We for Customer 2.0? by Juliann Grant, Telesian TechnologyISA Marketing & Sales Summit
 
Closing the gap: The disconnect between marketing technology and business value
Closing the gap: The disconnect between marketing technology and business valueClosing the gap: The disconnect between marketing technology and business value
Closing the gap: The disconnect between marketing technology and business valueBrandwatch
 
Lithium Get Real Tour - Atlanta Oct 12, 2010
Lithium Get Real Tour - Atlanta Oct 12, 2010Lithium Get Real Tour - Atlanta Oct 12, 2010
Lithium Get Real Tour - Atlanta Oct 12, 2010Lithium
 

Similar to The Future of Technical Communication is Marketing (20)

Axiom9 Marketing - Social Media Marketing
Axiom9 Marketing - Social Media MarketingAxiom9 Marketing - Social Media Marketing
Axiom9 Marketing - Social Media Marketing
 
CXO Global 100 - Taking Flight With Twitter
CXO Global 100 - Taking Flight With TwitterCXO Global 100 - Taking Flight With Twitter
CXO Global 100 - Taking Flight With Twitter
 
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...
oneforty - Performable Webinar: How Customer Lifecycle & Social Media Marketi...
 
Social Listening in Practice: Social Selling
Social Listening in Practice: Social SellingSocial Listening in Practice: Social Selling
Social Listening in Practice: Social Selling
 
Understanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social EraUnderstanding the Customer Journey in the Social Era
Understanding the Customer Journey in the Social Era
 
Z:\ Other\Smo\Presentations\Socialising Your Brand 150410
Z:\  Other\Smo\Presentations\Socialising Your Brand   150410Z:\  Other\Smo\Presentations\Socialising Your Brand   150410
Z:\ Other\Smo\Presentations\Socialising Your Brand 150410
 
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
Setting up a Social Media Measurement Program - Dispelling #SMROI Myths & Cas...
 
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNatalie
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNatalieSocial Media Breakfast Club And Sysomos Presentation Sept 22 @DrNatalie
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNatalie
 
Your Brand: The Next Media Company
Your Brand: The Next Media CompanyYour Brand: The Next Media Company
Your Brand: The Next Media Company
 
Why Trust Will Become The Currency Of Tomorrow
Why Trust Will Become The Currency Of TomorrowWhy Trust Will Become The Currency Of Tomorrow
Why Trust Will Become The Currency Of Tomorrow
 
Lead Nurturing in the Mobile & Social Age
Lead Nurturing in the Mobile & Social Age Lead Nurturing in the Mobile & Social Age
Lead Nurturing in the Mobile & Social Age
 
Social Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought LeadersSocial Selling tips by Top Social Selling Thought Leaders
Social Selling tips by Top Social Selling Thought Leaders
 
10 Trends in Digital Analytics
10 Trends in Digital Analytics10 Trends in Digital Analytics
10 Trends in Digital Analytics
 
Webinar Social Selling for Sales Teams
Webinar Social Selling for Sales TeamsWebinar Social Selling for Sales Teams
Webinar Social Selling for Sales Teams
 
Catalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New MediumCatalog Design Revolution The Consumer Demand for a New Medium
Catalog Design Revolution The Consumer Demand for a New Medium
 
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 GroupSocial Media & Electronics Industry - presented at AECOC Madrid 9010 Group
Social Media & Electronics Industry - presented at AECOC Madrid 9010 Group
 
#GrowthDeck - Andrew Chen AMA by GrowthHackers
#GrowthDeck - Andrew Chen AMA by GrowthHackers#GrowthDeck - Andrew Chen AMA by GrowthHackers
#GrowthDeck - Andrew Chen AMA by GrowthHackers
 
How Prepared Are We for Customer 2.0? by Juliann Grant, Telesian Technology
How Prepared Are We for Customer 2.0? by  Juliann Grant, Telesian TechnologyHow Prepared Are We for Customer 2.0? by  Juliann Grant, Telesian Technology
How Prepared Are We for Customer 2.0? by Juliann Grant, Telesian Technology
 
Closing the gap: The disconnect between marketing technology and business value
Closing the gap: The disconnect between marketing technology and business valueClosing the gap: The disconnect between marketing technology and business value
Closing the gap: The disconnect between marketing technology and business value
 
Lithium Get Real Tour - Atlanta Oct 12, 2010
Lithium Get Real Tour - Atlanta Oct 12, 2010Lithium Get Real Tour - Atlanta Oct 12, 2010
Lithium Get Real Tour - Atlanta Oct 12, 2010
 

More from Scott Abel

2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...Scott Abel
 
The Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentThe Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentScott Abel
 
The cognitive era and the future of content
The cognitive era and the future of contentThe cognitive era and the future of content
The cognitive era and the future of contentScott Abel
 
Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Scott Abel
 
Creating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent ContentCreating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent ContentScott Abel
 
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerIntelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerScott Abel
 
Emerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehEmerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehScott Abel
 
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScott Abel
 
Content Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresContent Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresScott Abel
 
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkThe ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkScott Abel
 
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Scott Abel
 
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...Scott Abel
 
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Scott Abel
 
Fandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLFandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLScott Abel
 
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorDeep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorScott Abel
 
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...Scott Abel
 
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To IgnoreScott Abel
 
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Scott Abel
 
Thinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeThinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeScott Abel
 
Structured content
Structured contentStructured content
Structured contentScott Abel
 

More from Scott Abel (20)

2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
2023 Challenges and Opportunities Impacting Technical Documentation Team Capa...
 
The Cognitive Era and the Future of Content
The Cognitive Era and the Future of ContentThe Cognitive Era and the Future of Content
The Cognitive Era and the Future of Content
 
The cognitive era and the future of content
The cognitive era and the future of contentThe cognitive era and the future of content
The cognitive era and the future of content
 
Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...Establishing thought leadership with content manufacturing and influencer mar...
Establishing thought leadership with content manufacturing and influencer mar...
 
Creating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent ContentCreating A Digital Content Factory: Getting Started with Intelligent Content
Creating A Digital Content Factory: Getting Started with Intelligent Content
 
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content WranglerIntelligent Content in the Experience Age by Scott Abel, The Content Wrangler
Intelligent Content in the Experience Age by Scott Abel, The Content Wrangler
 
Emerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam HelwehEmerging Trends in Visual Content Marketing with Adam Helweh
Emerging Trends in Visual Content Marketing with Adam Helweh
 
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen JonesScalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones
 
Content Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda FloresContent Strategy Across Geographies and Platforms with Melinda Flores
Content Strategy Across Geographies and Platforms with Melinda Flores
 
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, QuarkThe ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
The ROI of Intelligent Content with Mark Lewis, DITA Educator, Quark
 
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
Content Strategy for Technical Communication and Beyond with Gretyl Kinsey, S...
 
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...The Future of Technical Communication is Marketing with Scott Abel, The Conte...
The Future of Technical Communication is Marketing with Scott Abel, The Conte...
 
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
Clear and Simple: Lower Your Content Costs with Global English with Matthew K...
 
Fandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDLFandom Isn't Random with Andrew Thomas, SDL
Fandom Isn't Random with Andrew Thomas, SDL
 
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML EditorDeep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
Deep Dive: Structured XML Authoring with George Bina, oXygen XML Editor
 
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
The Making of 'The Language of Content Strategy' - by Scott Abel, The Content...
 
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
5 Revolutionary Technologies Technical Communicators Can’t Afford To Ignore
 
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
Content Marketing Futurist: Revolutionary Technologies Content Marketers Can’...
 
Thinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World SingaporeThinking Strategically About Content - Localization World Singapore
Thinking Strategically About Content - Localization World Singapore
 
Structured content
Structured contentStructured content
Structured content
 

Recently uploaded

Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfJuan Renteria
 
Mastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - CertificateMastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - CertificateAdriannaBednarz
 
Hootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - CertificateHootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - CertificateAdriannaBednarz
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfwomenworldmagazine
 
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdfThe Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdfwomenworldmagazine
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkSearch Engine Journal
 
5 Digital Marketing Tips . By Digital Dyynamo
5 Digital Marketing Tips . By Digital Dyynamo5 Digital Marketing Tips . By Digital Dyynamo
5 Digital Marketing Tips . By Digital Dyynamoshahanndmitteamf
 
Resume Karina Perez | Digital Strategist
Resume Karina Perez | Digital StrategistResume Karina Perez | Digital Strategist
Resume Karina Perez | Digital StrategistKarina Perez
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Ahmad El-Saeed
 
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldPPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldAnu Adegbola
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsمعا الى الافضل
 
Pay Per Click - PPC Foundation - Certificate
Pay Per Click - PPC Foundation - CertificatePay Per Click - PPC Foundation - Certificate
Pay Per Click - PPC Foundation - CertificateAdriannaBednarz
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media MarketingNestor Pablo
 
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdfBALASUNDARESAN M
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertzTheseo Expertz
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfPeter Mesarec
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfSocial Samosa
 
Assignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptxAssignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptxDeanClark42
 

Recently uploaded (20)

Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdf
 
Slideshare
SlideshareSlideshare
Slideshare
 
Mastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - CertificateMastering Social Media, Mobile Marketing and Digital Strategy - Certificate
Mastering Social Media, Mobile Marketing and Digital Strategy - Certificate
 
Hootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - CertificateHootsuite Platform Certification Course - Certificate
Hootsuite Platform Certification Course - Certificate
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
 
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdfThe Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
The Most Admired Women Leaders In Mortgage Industry, 2024 (2).pdf
 
How We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven FrameworkHow We Built A Strong $10 Million Agency: A Proven Framework
How We Built A Strong $10 Million Agency: A Proven Framework
 
5 Digital Marketing Tips . By Digital Dyynamo
5 Digital Marketing Tips . By Digital Dyynamo5 Digital Marketing Tips . By Digital Dyynamo
5 Digital Marketing Tips . By Digital Dyynamo
 
Resume Karina Perez | Digital Strategist
Resume Karina Perez | Digital StrategistResume Karina Perez | Digital Strategist
Resume Karina Perez | Digital Strategist
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
 
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldPPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profits
 
Pay Per Click - PPC Foundation - Certificate
Pay Per Click - PPC Foundation - CertificatePay Per Click - PPC Foundation - Certificate
Pay Per Click - PPC Foundation - Certificate
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
4.1. PROFESSIONAL SALES REPRESENTATIVE.pdf
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz
 
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdf
 
Assignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptxAssignment 5 - Task 1.pptx
Assignment 5 - Task 1.pptx
 

The Future of Technical Communication is Marketing

  • 1. @scottabel on twitter The Future of Technical Communication is Marketing by Scott Abel, The Content Wrangler
  • 2. @scottabel on twitter marketing has changed tactics, tools, channels, methods, budget
  • 3. @scottabel on twitter even the definition of marketing has changed marketing is now anything that “gets” customers
  • 4. @scottabel on twitter tactics no one previously decribed as ‘marketing’ turned out to be ‘marketing’ on steroids
  • 5. @scottabel on twitter Examples Craigslist integration Refer-a-friend Shares to Facebook These brands didn’t have the money to launch traditional marketing departments so they had to broaden the definition and leverage the creativity of their team
  • 6. @scottabel on twitter 3 Step Marketing Plan 1 Product > 2 Demo Video > 3 Viral Hook In less than 3 years, Dropbox became a multi-billion dollar brand by leveraging straightforward content and providing referral bonuses of extra storage space
  • 7. @scottabel on twitter today, whatever works is marketing and what works is post-purchase content
  • 8. @scottabel on twitter businesses fail to deliver content that addresses the day-to-day realities that customers face
  • 9. @scottabel on twitter The Customer Journey touchpoints where consumers are open to influence
  • 10. traditional funnel metaphor content? @scottabel on twitter Source: McKinsey.com is NOT actually how many consumers decide what to buy
  • 11. @scottabel on twitter it actually looks more like this Source: McKinsey.com
  • 12. @scottabel on twitter Source: McKinsey.com brands in the ‘inital consideration’ set are three times more likely to be purchased than brands that aren’t in it
  • 13. @scottabel on twitter content drives initial consideration Source: McKinsey.com in the ‘initial consideration’ phase consumers make a short list of the products/services they are likely to purchase
  • 14. @scottabel on twitter 2/3 of touchpoints are consumer-driven product reviews, social media mentions, word-of-mouth from peers and friends Source: McKinsey.com in the ‘active evaluation’ phase consumers ‘pull’ in content believed helpful to their search
  • 15. @scottabel on twitter but, most brands are fighting the wrong battle they’re still using outdated and under-performing ideas, approaches, and tactics to lure in prospects Source: McKinsey.com focus should be on ‘initial consideration’ & ‘post-purchase’
  • 16. @scottabel on twitter Shopping for Products and Services is a lot Like Dating first, there’s romance; you woo prospects with sexy content
  • 17. @scottabel on twitter once they’ve purchased, you’re in a serious relationship your content is no longer sexy and romantic; instead, it is unfamilar, confusing, and boring
  • 18. @scottabel on twitter like a marriage, customer relationships require attention ^ significant your content needs to make customers feel valued, safe, and secure along their journey
  • 19. @scottabel on twitter the biggest challenge is content inconsistency consistency is the key to profitable customer journeys
  • 20. @scottabel on twitter inconsistent content prevents brand loyalty customers don’t feel valued or respected; thus they’re open to change
  • 21. @scottabel on twitter variation in content experiences damages relationships content should differentiate your products/services from the competition, not from other departments in your organization variations in content within company silos dwarfs the differences between a brand and its competitors
  • 22. @scottabel on twitter but our research shows our customers are satisfied customer satisfaction survey data often mask important, costly content problems 88% of our customers think “we’re doing great”
  • 23. @scottabel on twitter but survey data can mask costly content problems surveys might seem like great indicators, but they’re not
  • 24. @scottabel on twitter that’s because customers experience variation, not averages
  • 25. @scottabel on twitter variation in content experiences damages relationships we need to be able to identify the sources of poor and exceptional performing content and manage them
  • 26. @scottabel on twitter example: customer service variation • the best 10% produced 6:1 ratio For every six customers who had a positive interaction; only one customer had a negative experience ! • the worst 10% produced 3:4 ratio For every three customers who had a positive interaction; four customers had a negative experience Source: Gallup A tiny fraction provided every customer with a positive experience. A small percentage of CSRs managed to provide every customer with a negative experience. we need to know how content performs in order to improve
  • 27. @scottabel on twitter The presence of variability on critical performance metrics is a threat to the vitality of an enterprise because it’s prima facie evidence that the business is not being managed effectively. The greater the range of performance, the more costly the business is to operate. Source: Management Consultants, Edwards Deming and Joseph Juran increasing operating expenses and revenue loss
  • 28. @scottabel on twitter Post-Purchase Experience Shapes All Subsequent Decisions positive customer experiences are key to sucess
  • 29. @scottabel on twitter what about post-purchase content? the stuff created by technical communicators
  • 30. @scottabel on twitter it’s often the cause of considerble frustration we joke that we create content no one wants or reads
  • 31. @scottabel on twitter nothing can be further from the truth post-purchase content is the most useful and sought after
  • 32. @scottabel on twitter let’s look at the numbers ‘Telling the Right Story: Proving the Business Value of Content’ Source: STC Intercom, May 2013. Article by Alyson Riley, Andrea Ames, and Eileen Jones.
  • 33. @scottabel on twitter • buyers of technology report that interacting with technical content is the second-most-important Source: Hershey pre-sales activity that they do more important than interacting with marketing/advertising
  • 34. @scottabel on twitter • buyers of industrial products report that ‘the only information more highly influential than pricing was detailed product information and specifications’ Source: ThomasNet detailed content influences purchasing decisions
  • 35. @scottabel on twitter • buyers in general make buying decisions in which up to 70% of the decision is made based on ‘information he or she finds online well before a salesperson has a chance to get involved’ Source: Hershey decisions are often made long before first contact
  • 36. @scottabel on twitter • 2/3 of consumers are willing to spend more money with a company they believe provides excellent customer experiences; they’re willing to spend 13% more, on average Source: American Express 55% of consumers have intended to purchase, but decided not to do so based on a poor customer experience
  • 37. @scottabel on twitter it’s not just the numbers technical communicators are increasingly responsible for creating blogs, webinars, infographics, white papers, videos
  • 38. @scottabel on twitter it’s not just the numbers new roles and responsibilities: information developers, content designers, content experience managers
  • 39. @scottabel on twitter in some companies, tech comm is part of marketing in others, management of all customer-facing content creation are reporting to a chief content/experience officer
  • 40. @scottabel on twitter keynote speakers will talk about how their companies are working to create unified customer experiences with content
  • 41. @scottabel on twitter that’s also why Intelligent Content Conference has new owners
  • 42. @scottabel on twitter the right content is critical to success in every step of the customer journey
  • 43. @scottabel on twitter it’s content that matters prospects and customers don’t care how your company is organized or managed
  • 44. @scottabel on twitter what is content marketing? Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood audience — with the objective of driving profitable customer interactions. Source: Content Marketing Institute it costs a lot less to make a repeat sale to a happy customer than it does to make the first sale
  • 45. @scottabel on twitter what is content marketing? Traditional marketing and advertising is telling the world that you’re a rock star. Content marketing shows the world that you are one. Source: Content Marketing Institute getting content right is the differentiator that matters most; it demonstrates that you ‘get it’ it’s about acquiring new customers and increasing business from existing customers
  • 46. @scottabel on twitter Why Do We Need To Change? technical content must become part of the sales process
  • 47. @scottabel on twitter Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided to them as a customer don’t look, feel, or sound anything like the sales and marketing materials that introduced them to your brand. Neither does the contract, the warranty, the support website, the product documentation, nor the training materials. the customer is left to wonder, ‘What happened?’
  • 48. @scottabel on twitter the magnitude of inconsistency is a critical measure content inconsistency signals to customers that you’re ill-prepared to help, listen, serve, and solve problems it tells consumers a lot about organizational health
  • 49. @scottabel on twitter causes of inconsistency go largely undiagnosed to find the problems we have to take an honest, critical look at the way we produce, manage, deliver customer-facing content bleeding off revenues and profits; resulting in anemic growth
  • 50. @scottabel on twitter The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touchpoints. ‘managing performance’ of content is our new job Source: Gallup
  • 51. @scottabel on twitter why does this matter? after all, we’ve been working this way for years and this hasn’t stopped us from being successful
  • 52. @scottabel on twitter because, satisfied customers lead to sales persuasive, problem-solving content can lay the groundwork for future sales to happy, long-term customers
  • 53. @scottabel on twitter and, if we’re connected to sales, we’re valuable roles that increase sales are seldom cut; the opposite it usually true
  • 54. @scottabel on twitter and, because it’s time to change technical communicator is no longer an adequate description of the scope of our work
  • 55. @scottabel on twitter we’re ideally positioned for this change many technical communicators can add significant value to the customer experience if they’re invovled in the process
  • 56. @scottabel on twitter What Needs To Change, Exactly? technical communication must be tied to the sales process
  • 57. @scottabel on twitter first, we must search for the root cause product, price, promotion, place, processes, policies
  • 58. @scottabel on twitter primary culprit: lack of a unified content strategy the lack of a unified process introduces variability
  • 59. @scottabel on twitter 90% of organizations don’t have a formal content strategy one that will ensure consistent customer content touchpoints throughout the customer journey Source: Gartner
  • 60. @scottabel on twitter second, we must remove silos that create inconsistency your speciality isn’t a business reason to create incongruent content
  • 61. @scottabel on twitter silos create losses lack of awareness of — and lack of familiarity with — one another creates alignment issues and prevents collaboration
  • 62. @scottabel on twitter 95% of marketers say they need to work with others Source: Incite 53% say it’s critical to work with other communications departments; 75% intend to increase content output
  • 63. @scottabel on twitter third, we must share our lessons and best practices content-creating departments can benefit from our knowledge
  • 64. @scottabel on twitter multi-channel publishing and personalization 61% of consumers say they feel better about a company that delivers personalized content; more likely to buy from them
  • 65. @scottabel on twitter multi-channel publishing and personalization 90% of consumers find personalized content useful; 78% of them believe brands that do value their relationship
  • 66. @scottabel on twitter fourth, we must learn from the experiences of others using data to make business decisions about content is critical to long-term revenue growth and profit
  • 67. @scottabel on twitter we need to do the math marketing = dating everything else = relationship
  • 68. @scottabel on twitter we need to do the math inbound: average cost of lead $143 outbound: average cost of lead $373
  • 69. @scottabel on twitter which begs the question what is the cost of inbound techcomm vs outbound techcomm?
  • 70. @scottabel on twitter which begs a second question is our content part of dating or part of a great relationship?
  • 71. @scottabel on twitter fifth, we must find our voice using a clearly-defined tone of voice is not about decorating your ideas story x voice = impact
  • 72. @scottabel on twitter we need a unified voice get it right and you’ll be 10-100 times more convincing
  • 74. #ContentTECH don’t miss this event Twitter: @InfoDevWorld @Robert_Rose informationdevelopmentworld.com
  • 75. email: scottabel@mac.com twitter: @scottabel follow me! thecontentwrangler.com 415.857.2235 join The Content Wrangler Community on Linkedin
  • 76. @scottabel on twitter The Future of Technical Communication is Marketing by Scott Abel, The Content Wrangler