Make Your Content Matter

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Colleen Jones explores how technical communication and content strategy make content better serve business functions like sales, marketing, and customer service. Presented at STC Summit 2012.

Published in: Business, Technology

Make Your Content Matter

  1. 1. Make Your Content MatterBecome a Jedi Master of the Digital UniverseColleen Jones, MA @leenjones STC Summit 2012 #stc12
  2. 2. A.B.C.
  3. 3. 90% of HP salescome from online content. Gilbane Conference 2009
  4. 4.   Why is the digital universe complex?  Why is that an opportunity + challenge for you as technical communicators?  What is the solution?  What are some examples in action?
  5. 5. tech support!print software help web
  6. 6. Today, your companies have myriads of digital touchpoints. microsites mobile tablet apps applications websites mobile website mobile digital phone apps signage kiosks
  7. 7. Content does more business jobs than ever. sales! marketing!customer service! tech support!
  8. 8. Customer expectations about content are changing.
  9. 9. You’re Jedi Mastersof documentation.How can you masterthe digital universe?
  10. 10. content techstrategy comm
  11. 11. science (n)!1. applying known skill 
 or technique"2. discovering + organizing 
 new knowledge"
  12. 12. science (n)!2. discovering + organizing 
 new knowledge" > "apply known techniques to " "new situations" > "experiment with + " " " " "study new techniques " "or phenomena"
  13. 13. We analyzed the content + situation.
  14. 14. Get tothe point. Clarifywording. Chunk the common services. Prioritize so the comparison is clear + scannable.
  15. 15. Visuals + video of the product Useful summaryContent to answerwhat, how, + why
  16. 16. Name one opportunity toapply a known technique to a new situation.
  17. 17. science (n)!2. discovering + organizing 
 new knowledge" > "apply known techniques to " "new situations" > "experiment with + " " " " "study new techniques " "or phenomena"
  18. 18. No curator tone.Many sources with many tones.
  19. 19. Tone is a trademark.
  20. 20. WHAT THE STARTUP HOW USERSWANTS TO CONVEY INTERPRET GUIDES
  21. 21. HOW USERS HOW USERSTest tone with users. INTERPRET INTERPRET •  Develop tone concepts. •  Test for balance of credibility + distinction in interviews. •  Refine + verify with survey.
  22. 22. Content + Credibility StudyReport: content-science.com/the-studyArticle: (Re)consider the Source, contentsmagazine.com
  23. 23. What opportunities do yousee to experiment or study?
  24. 24. You have the power to masterthe digital universe. Apply what you know in new ways. Experiment with new approaches. Study new phenomena.
  25. 25. Make Your Content MatterColleen Jones, MA@leenjonescolleen@content-science.com STC 2012 #stc12

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