3 Ways To Look At The FuturePerspectives from a writer, reader, and marketer ofcontentParth Mukherjee | Product Marketing ...
Me? Why me?           1.     I am not a technical writer           2.     Some years back I thought                  DITA ...
But then… 1.   I love and buy technology products 2.   I am a writer – book, blogs 3.   I read almost anything 4.   I sell...
As a Writer…                             “What we do is not socially, or                             ethically, neutral. T...
#1. The „world‟ is expanding…http://www.doingbusiness.org
…and mixing fast and furiously             "I will do anything in Spain,             any job at all."                     ...
#2. Everyone will have an ROI soonInfographic: http://www.flowtown.com/blog/what-is-the-roi-of-your-momImage: http://www.c...
The future of content creation                       # 1. The „world‟ is                                       #2. Everyon...
The future of content creation     # 1. The „world‟ is           #2. Everyone will have an ROI         expanding          ...
The future of content creation                      # 1. The „world‟ is                       #2. Everyone will have an RO...
As a Reader…               “Pointing and grunting are               arguably the most innate human               gestures…...
#1. The digital eye is reading everywhere  Digital immigrants  Digital nativeshttp://www.wiredacademic.com/2012/01/infogra...
#2. Their attention span is crashing!               You read David                 Copperfield?!                          ...
The future of content use                        #1. The reader is                                            #2. The read...
The future of content use                        #1. The reader is                        #2. The reader is impatient     ...
The future of content use                          #1. The reader is                      #2. The reader is impatient     ...
As a Marketer…                 “Content marketing is like being                 vegan. You need to be all in. (I          ...
#1. The market is growing and diversifyinghttp://www.flowtown.com/blog/have-we-reached-a-world-of-infinite-information?dis...
#2. Consumers love to interacthttp://www.sproutcontent.com/blog/bid/119301/Why-Content-Marketing-Works-Courtesy-of-Coca-Co...
The future of content marketing               #1. The market is growing                 #2. The consumer                  ...
The future of content marketing                 #1. The market is growing                                                 ...
The future of content marketing                   #1. The market is growing                             #2. The consumer  ...
Conclusion          Future of the Technical Communicator            if we had our way, we would change the name of our pro...
Trends converge upon us                                   and to beat                                  trends in the Persp...
Thank you!                                                 .com/parthwritesFun facts about this presentation:• It has 44 i...
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Three ways to look at the future: perspectives from a writer, reader, and marketer of content

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My keynote presentation slides on the future of content that was presented to the STC India Annual Summit attendees.

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

  1. 1. 3 Ways To Look At The FuturePerspectives from a writer, reader, and marketer ofcontentParth Mukherjee | Product Marketing Manager, Adobe
  2. 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. 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. 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 FranceImage courtesy: Ray Gallon
  5. 5. #1. The „world‟ is expanding…http://www.doingbusiness.org
  6. 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. 7. #2. Everyone will have an ROI soonInfographic: http://www.flowtown.com/blog/what-is-the-roi-of-your-momImage: http://www.contentrules.com/jobs/2012/02/24/what-does-a-technical-writer-really-do/
  8. 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. 9. The future of content creation # 1. The „world‟ is #2. Everyone will have an ROI expanding Content will have to be reusable
  10. 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 viewsImage courtesy: Penguin
  11. 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. 12. #1. The digital eye is reading everywhere Digital immigrants Digital nativeshttp://www.wiredacademic.com/2012/01/infographic-are-we-wired-for-mobile-learning-how-digital-natives-are-a-bit-ahead/
  13. 13. #2. Their attention span is crashing! You read David Copperfield?! Gangnam StyleImage courtesy: http://www.killianbranding.com/whitepapers/the-post-literate-era-planning-around-short-attention-spans/
  14. 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 minutehttp://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
  15. 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. 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. 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. 18. #1. The market is growing and diversifyinghttp://www.flowtown.com/blog/have-we-reached-a-world-of-infinite-information?display=wide
  19. 19. #2. Consumers love to interacthttp://www.sproutcontent.com/blog/bid/119301/Why-Content-Marketing-Works-Courtesy-of-Coca-Cola-s-Content-2020-Plan
  20. 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 sprintshttp://www.slideshare.net/sarahmaddox
  21. 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 mobilehttp://thecontentwrangler.com/2011/07/08/10-tips-for-writing-international-technical-content/
  22. 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. 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. 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. 25. Thank you! .com/parthwritesFun 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

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