SlideShare a Scribd company logo
1 of 25
3 Ways To Look At The Future
Perspectives from a writer, reader, and marketer of
content
Parth Mukherjee | Product Marketing Manager, Adobe
Me? Why me?

           1.     I am not a technical writer
           2.     Some years back I thought
                  DITA meant “Dude It‟s Totally
                  Awesome”
           3.     I haven‟t created a technology
                  product in a while
           4.     The last time I wrote code (a
                  decade back), I used to /* hate
                  writing comments */




Image courtesy: Tom Aldous
But then…

 1.   I love and buy technology products
 2.   I am a writer – book, blogs
 3.   I read almost anything
 4.   I sell technology products
 5.   I work with content all the time
 6.   I meet technical writers all the time



 Writer | Reader | Marketer
As a Writer…

                             “What we do is not socially, or
                             ethically, neutral. That’s one of
                             the things that makes this work
                             so exciting.”

                             - Ray Gallon, President, STC
                             France




Image courtesy: Ray Gallon
#1. The „world‟ is expanding…




http://www.doingbusiness.org
…and mixing fast and furiously




             "I will do anything in Spain,
             any job at all."
                             Simon Fortu, 2005
                                                 "I was determined to reach Europe or die
                                                 trying."
                                                                Mamadou Saliou Diallo, 2005


             3% of the world population in 2000 were born in a territory different to
             where they now live: 174 million people have moved to a new territory.



http://www.worldmapper.org
#2. Everyone will have an ROI soon




Infographic: http://www.flowtown.com/blog/what-is-the-roi-of-your-mom
Image: http://www.contentrules.com/jobs/2012/02/24/what-does-a-technical-writer-really-do/
The future of content creation
                       # 1. The „world‟ is                                       #2. Everyone will have an ROI
                           expanding

                          We will produce more content than ever before

                                                                                                    ?




http://www.storagenewsletter.com/news/miscellaneous/idc-digital-information-created
The future of content creation
     # 1. The „world‟ is           #2. Everyone will have an ROI
         expanding

               Content will have to be reusable
The future of content creation
                      # 1. The „world‟ is                       #2. Everyone will have an ROI
                          expanding

                                         We will work in groups
                               Collaboration = Technology + Patterns + Processes




                          “not the most read, but possibly the most written novel in
                                                   history”
                                           Nearly 1,500 writers and editors
                                                  Over 11,000 edits
                                                75,000 website visits
                                                280,000 page views



Image courtesy: Penguin
As a Reader…
               “Pointing and grunting are
               arguably the most innate human
               gestures… Cavemen basically
               invented them. Oddly enough,
               these are increasingly the very
               same actions that we use to
               interact with content.”

               - Steve Rubel, PR executive and
                 professional blogger
#1. The digital eye is reading everywhere
  Digital immigrants
  Digital natives




http://www.wiredacademic.com/2012/01/infographic-are-we-wired-for-mobile-learning-how-digital-natives-are-a-bit-ahead/
#2. Their attention span is crashing!




               You read David
                 Copperfield?!




                                                                                                                    Gangnam
                                                                                                                    Style
Image courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/
The future of content use
                        #1. The reader is                                            #2. The reader is impatient
                          everywhere

       Adaptive content will be published to many formats and channels




                                      And it‟s getting more challenging every
                                                       minute




http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
The future of content use
                        #1. The reader is                        #2. The reader is impatient
                          everywhere

                We will have to provide context and user sensitive content


           1.      The message will have to be sharply                   You are angry, you are a
                                                                          bird and you are flying
                   focused to making a single point –                     headlong into the Pigs‟
                   fast!                                                          castle
           2.      A point-of-difference is not optional,
                   rather it is critical to getting attention!
           3.      We can‟t try to educate the audience
                   but give them a reason to educate
                   themselves!
           4.      They must see themselves in the
                   content!


Image courtesy: http://www.vg247.com
The future of content use
                          #1. The reader is                      #2. The reader is impatient
                            everywhere

                 In some places multimedia will replace good old words

             •    In a 2010 report from Cisco, 30% of Internet
                  traffic was video. By 2013, 90% of Internet
                  traffic will be video.

             •    86% of those who browse the web prefer to
                  watch videos over reading

             •    Virtually 60% of respondents said they would
                  watch video previous to reading text on the
                  same webpage, and 22% said they generally
                  liked watching video more than browsing
                  text for examining business information.
             •    Having a video on your website increases
                  Google search rank by over 50 times.


Image courtesy: YouTube
As a Marketer…
                 “Content marketing is like being
                 vegan. You need to be all in. (I
                 guess you can’t be a little bit
                 vegan, can you?).”

                 - Val Swisher, CEO, Content
                   Rules
#1. The market is growing and diversifying




http://www.flowtown.com/blog/have-we-reached-a-world-of-infinite-information?display=wide
#2. Consumers love to interact




http://www.sproutcontent.com/blog/bid/119301/Why-Content-Marketing-Works-Courtesy-of-Coca-Cola-s-Content-2020-Plan
The future of content marketing
               #1. The market is growing                 #2. The consumer
                                                              interacts

                      Content will be scrutinized and enriched socially

       Suggestions from
       Sarah Maddox of
       Atlassian
       •    Comments and forms
            for feedback from
            readers
       •    Linking to external
            blogs
       •    Allowing external edits
       •    Twitter for release notes
       •    Twitter stream in
            documentation
       •    Holding doc sprints


http://www.slideshare.net/sarahmaddox
The future of content marketing
                 #1. The market is growing                                                      #2. The consumer
                                                                                                     interacts

                             Our content will have a more global purpose
        Suggestions from Michael Kriz of Acclaro
        1.  Use global English
        2.  Keep it concise
        3.  Use consistent terminology
        4.  Check your symbols
        5.  Use XML
        6.  Get ready for text to grow
        7.  Use image best practices
        8.  Master your CMS
        9.  Get your files in order, and provide
            instructions
        10. Think mobile




http://thecontentwrangler.com/2011/07/08/10-tips-for-writing-international-technical-content/
The future of content marketing
                   #1. The market is growing                             #2. The consumer
                                                                              interacts

                                              We have to assess our impact


        How did the content perform?                            As a result did we impact:

                                                                •   Purchases?
                                                                •   Issue resolution?
                                                                •   Engagement?
                                                                •   Desirability / trust?
                                                                •   Risk management?
                                                                •   Market extension?
                                                                •   Operational / process efficiency?




http://intentionaldesign.ca/2011/11/17/the-roi-of-content/
Conclusion
          Future of the Technical Communicator




            if we had our way, we would change the name of our professional
            society from “The Society for Technical Communication” to “The
            Society for Solvers of Content Related Business Problems.”

            - Jack Molisani (STC Fellow) and Scott Abel (The Content Wrangler)




Image courtesy: search.dilbert.com/
Trends converge upon us
                                   and to beat
                                  trends in the
 Perspectiv                           future
 es as a
                                               we all must be a little of a
                    More content
 Writer             Reusable content
                    Collaboration

                    Multi-channel publishing
 Reader             Context sensitive
                    content
 &                  Multimedia integration

 Marketer           Social content
                    Global content
                    Content impact
          give us
          trends
          such as
Thank you!                                                 .com/parthwrites
Fun facts about this presentation:
• It has 44 image files that account for 51% of its size   .com/in/parthsm
• Only 2 slides have no images
• The average words per slide = 43.32
• And the best of all: only 1 slide uses animation         @parthsm

More Related Content

Similar to Three ways to look at the future: perspectives from a writer, reader, and marketer of content

Ubiquitous Computing and the In-Store Shopping Experience
Ubiquitous Computing and the In-Store Shopping ExperienceUbiquitous Computing and the In-Store Shopping Experience
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
 
It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...
It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...
It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...Erin Scime
 
StoryTelling: Your Story, Their Stories
StoryTelling:  Your Story, Their StoriesStoryTelling:  Your Story, Their Stories
StoryTelling: Your Story, Their StoriesFUSE Marketing Group
 
The wall falls down: Integrating our online and offline worlds [Confab 2015]
The wall falls down: Integrating our online and offline worlds [Confab 2015]The wall falls down: Integrating our online and offline worlds [Confab 2015]
The wall falls down: Integrating our online and offline worlds [Confab 2015]Noz Urbina
 
The Age of relevance #SMSummit2015
The Age of relevance #SMSummit2015The Age of relevance #SMSummit2015
The Age of relevance #SMSummit2015Anis Zantout
 
The Future Friendly Campus
The Future Friendly CampusThe Future Friendly Campus
The Future Friendly CampusDave Olsen
 
Academic e-reading: themes from user experience studies
Academic e-reading: themes from user experience studiesAcademic e-reading: themes from user experience studies
Academic e-reading: themes from user experience studiesNicole Hennig
 
SpringOne Tour: The Influential Software Engineer
SpringOne Tour: The Influential Software EngineerSpringOne Tour: The Influential Software Engineer
SpringOne Tour: The Influential Software EngineerVMware Tanzu
 
Emergent MEDIA, NEXT GEN THINKING
Emergent MEDIA, NEXT GEN THINKINGEmergent MEDIA, NEXT GEN THINKING
Emergent MEDIA, NEXT GEN THINKINGAnn DeMarle
 
Designing Narrative Content Workshop
Designing Narrative Content WorkshopDesigning Narrative Content Workshop
Designing Narrative Content WorkshopMartha Rotter
 
AICPA Leadership Retreat - Technology
AICPA Leadership Retreat - TechnologyAICPA Leadership Retreat - Technology
AICPA Leadership Retreat - TechnologyASAE
 
Augmented Reality in the Library
Augmented Reality in the LibraryAugmented Reality in the Library
Augmented Reality in the LibraryEliot Boden
 
7 Lessons from Mozilla
7 Lessons from Mozilla7 Lessons from Mozilla
7 Lessons from MozillaJohn Lilly
 
Data Visualisation Literacy - Learning to See
Data Visualisation Literacy - Learning to SeeData Visualisation Literacy - Learning to See
Data Visualisation Literacy - Learning to SeeAndy Kirk
 
The Cupcake Effect
The Cupcake EffectThe Cupcake Effect
The Cupcake EffectTP1
 
Dmk201 Lecture 1
Dmk201 Lecture 1Dmk201 Lecture 1
Dmk201 Lecture 1Ryan Busch
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Abbey Road Creations
 
Social media applications and arguments1
Social media applications and arguments1Social media applications and arguments1
Social media applications and arguments1Martin Hirst
 

Similar to Three ways to look at the future: perspectives from a writer, reader, and marketer of content (20)

Ubiquitous Computing and the In-Store Shopping Experience
Ubiquitous Computing and the In-Store Shopping ExperienceUbiquitous Computing and the In-Store Shopping Experience
Ubiquitous Computing and the In-Store Shopping Experience
 
It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...
It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...
It Takes 2 to Make a Thing Go Right: Jessica L'Esperance and Erin Scime Talk ...
 
StoryTelling: Your Story, Their Stories
StoryTelling:  Your Story, Their StoriesStoryTelling:  Your Story, Their Stories
StoryTelling: Your Story, Their Stories
 
The wall falls down: Integrating our online and offline worlds [Confab 2015]
The wall falls down: Integrating our online and offline worlds [Confab 2015]The wall falls down: Integrating our online and offline worlds [Confab 2015]
The wall falls down: Integrating our online and offline worlds [Confab 2015]
 
The Age of relevance #SMSummit2015
The Age of relevance #SMSummit2015The Age of relevance #SMSummit2015
The Age of relevance #SMSummit2015
 
The Future Friendly Campus
The Future Friendly CampusThe Future Friendly Campus
The Future Friendly Campus
 
The Mobile Frontier
The Mobile FrontierThe Mobile Frontier
The Mobile Frontier
 
Academic e-reading: themes from user experience studies
Academic e-reading: themes from user experience studiesAcademic e-reading: themes from user experience studies
Academic e-reading: themes from user experience studies
 
SpringOne Tour: The Influential Software Engineer
SpringOne Tour: The Influential Software EngineerSpringOne Tour: The Influential Software Engineer
SpringOne Tour: The Influential Software Engineer
 
Emergent MEDIA, NEXT GEN THINKING
Emergent MEDIA, NEXT GEN THINKINGEmergent MEDIA, NEXT GEN THINKING
Emergent MEDIA, NEXT GEN THINKING
 
Designing Narrative Content Workshop
Designing Narrative Content WorkshopDesigning Narrative Content Workshop
Designing Narrative Content Workshop
 
AICPA Leadership Retreat - Technology
AICPA Leadership Retreat - TechnologyAICPA Leadership Retreat - Technology
AICPA Leadership Retreat - Technology
 
Augmented Reality in the Library
Augmented Reality in the LibraryAugmented Reality in the Library
Augmented Reality in the Library
 
7 Lessons from Mozilla
7 Lessons from Mozilla7 Lessons from Mozilla
7 Lessons from Mozilla
 
Data Visualisation Literacy - Learning to See
Data Visualisation Literacy - Learning to SeeData Visualisation Literacy - Learning to See
Data Visualisation Literacy - Learning to See
 
The Cupcake Effect
The Cupcake EffectThe Cupcake Effect
The Cupcake Effect
 
Dmk201 Lecture 1
Dmk201 Lecture 1Dmk201 Lecture 1
Dmk201 Lecture 1
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3
 
Social media applications and arguments1
Social media applications and arguments1Social media applications and arguments1
Social media applications and arguments1
 
Reading Is a Social Activity
Reading Is a Social ActivityReading Is a Social Activity
Reading Is a Social Activity
 

Recently uploaded

2024 April Patch Tuesday
2024 April Patch Tuesday2024 April Patch Tuesday
2024 April Patch TuesdayIvanti
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfpanagenda
 
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)Mark Simos
 
Digital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentDigital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentMahmoud Rabie
 
Which standard is best for your content?
Which standard is best for your content?Which standard is best for your content?
Which standard is best for your content?Rustici Software
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Hiroshi SHIBATA
 
Why Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile EvolutionWhy Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile EvolutionDEEPRAJ PATHAK
 
Deliver Latency Free Customer Experience
Deliver Latency Free Customer ExperienceDeliver Latency Free Customer Experience
Deliver Latency Free Customer ExperienceOpsTree solutions
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024TopCSSGallery
 
Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Farhan Tariq
 
WomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneWomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneUiPathCommunity
 
Dynamical Context introduction word sensibility orientation
Dynamical Context introduction word sensibility orientationDynamical Context introduction word sensibility orientation
Dynamical Context introduction word sensibility orientationBuild Intuit
 
Infrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsInfrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsYoss Cohen
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...amber724300
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfIngrid Airi González
 
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxGenerative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxfnnc6jmgwh
 
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...panagenda
 
Accelerating Enterprise Software Engineering with Platformless
Accelerating Enterprise Software Engineering with PlatformlessAccelerating Enterprise Software Engineering with Platformless
Accelerating Enterprise Software Engineering with PlatformlessWSO2
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentPim van der Noll
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityIES VE
 

Recently uploaded (20)

2024 April Patch Tuesday
2024 April Patch Tuesday2024 April Patch Tuesday
2024 April Patch Tuesday
 
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdfSo einfach geht modernes Roaming fuer Notes und Nomad.pdf
So einfach geht modernes Roaming fuer Notes und Nomad.pdf
 
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
Tampa BSides - The No BS SOC (slides from April 6, 2024 talk)
 
Digital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentDigital Tools & AI in Career Development
Digital Tools & AI in Career Development
 
Which standard is best for your content?
Which standard is best for your content?Which standard is best for your content?
Which standard is best for your content?
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024
 
Why Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile EvolutionWhy Agile? - A handbook behind Agile Evolution
Why Agile? - A handbook behind Agile Evolution
 
Deliver Latency Free Customer Experience
Deliver Latency Free Customer ExperienceDeliver Latency Free Customer Experience
Deliver Latency Free Customer Experience
 
Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024Top 10 Hubspot Development Companies in 2024
Top 10 Hubspot Development Companies in 2024
 
Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...
 
WomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneWomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyone
 
Dynamical Context introduction word sensibility orientation
Dynamical Context introduction word sensibility orientationDynamical Context introduction word sensibility orientation
Dynamical Context introduction word sensibility orientation
 
Infrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platformsInfrared simulation and processing on Nvidia platforms
Infrared simulation and processing on Nvidia platforms
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
 
Generative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdfGenerative Artificial Intelligence: How generative AI works.pdf
Generative Artificial Intelligence: How generative AI works.pdf
 
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptxGenerative AI - Gitex v1Generative AI - Gitex v1.pptx
Generative AI - Gitex v1Generative AI - Gitex v1.pptx
 
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
 
Accelerating Enterprise Software Engineering with Platformless
Accelerating Enterprise Software Engineering with PlatformlessAccelerating Enterprise Software Engineering with Platformless
Accelerating Enterprise Software Engineering with Platformless
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
 
Decarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a realityDecarbonising Buildings: Making a net-zero built environment a reality
Decarbonising Buildings: Making a net-zero built environment a reality
 

Three ways to look at the future: perspectives from a writer, reader, and marketer of content

  • 1. 3 Ways To Look At The Future Perspectives from a writer, reader, and marketer of content Parth Mukherjee | Product Marketing Manager, Adobe
  • 2. Me? Why me? 1. I am not a technical writer 2. Some years back I thought DITA meant “Dude It‟s Totally Awesome” 3. I haven‟t created a technology product in a while 4. The last time I wrote code (a decade back), I used to /* hate writing comments */ Image courtesy: Tom Aldous
  • 3. But then… 1. I love and buy technology products 2. I am a writer – book, blogs 3. I read almost anything 4. I sell technology products 5. I work with content all the time 6. I meet technical writers all the time Writer | Reader | Marketer
  • 4. As a Writer… “What we do is not socially, or ethically, neutral. That’s one of the things that makes this work so exciting.” - Ray Gallon, President, STC France Image courtesy: Ray Gallon
  • 5. #1. The „world‟ is expanding… http://www.doingbusiness.org
  • 6. …and mixing fast and furiously "I will do anything in Spain, any job at all." Simon Fortu, 2005 "I was determined to reach Europe or die trying." Mamadou Saliou Diallo, 2005 3% of the world population in 2000 were born in a territory different to where they now live: 174 million people have moved to a new territory. http://www.worldmapper.org
  • 7. #2. Everyone will have an ROI soon Infographic: http://www.flowtown.com/blog/what-is-the-roi-of-your-mom Image: http://www.contentrules.com/jobs/2012/02/24/what-does-a-technical-writer-really-do/
  • 8. The future of content creation # 1. The „world‟ is #2. Everyone will have an ROI expanding We will produce more content than ever before ? http://www.storagenewsletter.com/news/miscellaneous/idc-digital-information-created
  • 9. The future of content creation # 1. The „world‟ is #2. Everyone will have an ROI expanding Content will have to be reusable
  • 10. The future of content creation # 1. The „world‟ is #2. Everyone will have an ROI expanding We will work in groups Collaboration = Technology + Patterns + Processes “not the most read, but possibly the most written novel in history” Nearly 1,500 writers and editors Over 11,000 edits 75,000 website visits 280,000 page views Image courtesy: Penguin
  • 11. As a Reader… “Pointing and grunting are arguably the most innate human gestures… Cavemen basically invented them. Oddly enough, these are increasingly the very same actions that we use to interact with content.” - Steve Rubel, PR executive and professional blogger
  • 12. #1. The digital eye is reading everywhere Digital immigrants Digital natives http://www.wiredacademic.com/2012/01/infographic-are-we-wired-for-mobile-learning-how-digital-natives-are-a-bit-ahead/
  • 13. #2. Their attention span is crashing! You read David Copperfield?! Gangnam Style Image courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/
  • 14. The future of content use #1. The reader is #2. The reader is impatient everywhere Adaptive content will be published to many formats and channels And it‟s getting more challenging every minute http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
  • 15. The future of content use #1. The reader is #2. The reader is impatient everywhere We will have to provide context and user sensitive content 1. The message will have to be sharply You are angry, you are a bird and you are flying focused to making a single point – headlong into the Pigs‟ fast! castle 2. A point-of-difference is not optional, rather it is critical to getting attention! 3. We can‟t try to educate the audience but give them a reason to educate themselves! 4. They must see themselves in the content! Image courtesy: http://www.vg247.com
  • 16. The future of content use #1. The reader is #2. The reader is impatient everywhere In some places multimedia will replace good old words • In a 2010 report from Cisco, 30% of Internet traffic was video. By 2013, 90% of Internet traffic will be video. • 86% of those who browse the web prefer to watch videos over reading • Virtually 60% of respondents said they would watch video previous to reading text on the same webpage, and 22% said they generally liked watching video more than browsing text for examining business information. • Having a video on your website increases Google search rank by over 50 times. Image courtesy: YouTube
  • 17. As a Marketer… “Content marketing is like being vegan. You need to be all in. (I guess you can’t be a little bit vegan, can you?).” - Val Swisher, CEO, Content Rules
  • 18. #1. The market is growing and diversifying http://www.flowtown.com/blog/have-we-reached-a-world-of-infinite-information?display=wide
  • 19. #2. Consumers love to interact http://www.sproutcontent.com/blog/bid/119301/Why-Content-Marketing-Works-Courtesy-of-Coca-Cola-s-Content-2020-Plan
  • 20. The future of content marketing #1. The market is growing #2. The consumer interacts Content will be scrutinized and enriched socially Suggestions from Sarah Maddox of Atlassian • Comments and forms for feedback from readers • Linking to external blogs • Allowing external edits • Twitter for release notes • Twitter stream in documentation • Holding doc sprints http://www.slideshare.net/sarahmaddox
  • 21. The future of content marketing #1. The market is growing #2. The consumer interacts Our content will have a more global purpose Suggestions from Michael Kriz of Acclaro 1. Use global English 2. Keep it concise 3. Use consistent terminology 4. Check your symbols 5. Use XML 6. Get ready for text to grow 7. Use image best practices 8. Master your CMS 9. Get your files in order, and provide instructions 10. Think mobile http://thecontentwrangler.com/2011/07/08/10-tips-for-writing-international-technical-content/
  • 22. The future of content marketing #1. The market is growing #2. The consumer interacts We have to assess our impact How did the content perform? As a result did we impact: • Purchases? • Issue resolution? • Engagement? • Desirability / trust? • Risk management? • Market extension? • Operational / process efficiency? http://intentionaldesign.ca/2011/11/17/the-roi-of-content/
  • 23. Conclusion Future of the Technical Communicator if we had our way, we would change the name of our professional society from “The Society for Technical Communication” to “The Society for Solvers of Content Related Business Problems.” - Jack Molisani (STC Fellow) and Scott Abel (The Content Wrangler) Image courtesy: search.dilbert.com/
  • 24. Trends converge upon us and to beat trends in the Perspectiv future es as a we all must be a little of a More content Writer Reusable content Collaboration Multi-channel publishing Reader Context sensitive content & Multimedia integration Marketer Social content Global content Content impact give us trends such as
  • 25. Thank you! .com/parthwrites Fun facts about this presentation: • It has 44 image files that account for 51% of its size .com/in/parthsm • Only 2 slides have no images • The average words per slide = 43.32 • And the best of all: only 1 slide uses animation @parthsm