Content is Content: Adobe DITA World 2017
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DITA can help both marketing and technical communications teams connect with customers. In a non-technical way, this slide deck (and the associated presentation) shows how and why it matters to connect with your customer using all the tools at your command.
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Content is Content: Adobe DITA World 2017
- 1. DITA Can Help Create Both Jacquie Samuels & Bernard Aschwanden www.publishingsmarter.com Content is Content: End Users Need Marcomm AND Techcomm 16:01 1 @publishsmarter
- 2. Before We Begin 16:01@publishsmarter 2 https://www.slideshare.net/PublishingSmarter/presentations
- 3. Jacquie Samuels Bernard Aschwanden Jacquie specializes in DITA CCMS selection and content strategy Helps teams write concise, structured content with the right tools and the right strategy A past President of www.stc.org and founder of Publishing Smarter Helps teams make the case that content is the key business asset with a focus on how content makes or breaks a relationship 3 Who The Heck Are We? 16:01@publishsmarter
- 5. Tech Content MUST BE Part of Your Marketing 16:01@publishsmarter 5
- 6. The Informed Consumer 16:01@publishsmarter 6 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
- 7. Pre-sale (Marketing) Post-sale (Tech comm) 7 Content Convergence 16:01@publishsmarter
- 8. Convergence Summary 16:01@publishsmarter 8 Marketing Technical End users Identify end users early, target content for their needs. Provide an always-on dialogue aligned with end users. Multi-channel publishing Provide content in appropriate formats, including HTML, PDF, and applications. Level of technical detail Always high-level, now increasingly technical. Always technical, now increasingly focussed on higher level, including users’ business goals. Type of content Articles, blogs, tweets, case studies, whitepapers, advertising, promotions, etc. Integrated marketing communications helps customers understand what the product does and decide if the product solves their problem. Books, guides, and topics, where the aim is to provide a library of content to help users understand and use the product.
- 9. Post- sales: Tech comm Differences Do Exist, But It’s ONE Customer 16:01@publishsmarter 9 Pre-sales: Marketing End Users/ Customers/ Potentials
- 12. DITA for Different Readers 16:01@publishsmarter 12
- 13. Let’s Make It Friendly 16:01@publishsmarter 13
- 14. Publish DITA with Content Filters 16:01@publishsmarter 14
- 15. Build Your Own Based on DITA 16:01@publishsmarter 15
- 17. One User. One Set of Content. 16:01@publishsmarter 17
- 18. Output Could Apply To All 16:01@publishsmarter 18
- 19. Filtered for the Base 16:01@publishsmarter 19
- 20. Filtered for the Luxe 16:01@publishsmarter 20
- 25. Publishing Smarter Can Help 16:01@publishsmarter 25 https://www.slideshare.net/PublishingSmarter/presentations
Editor's Notes
- This discussion explores a whitepaper we wrote for Adobe Topics range, and questions (via the chat) are invited If you have a specific speaker in mind to answer a question, let us know (or we’ll just pick one of us!) Also, like many before us, a quick thanks To Adobe for sponsoring this annual event To you for participating and making it a massive success
- We all generate content for the same audiences, and the audience is always looking for something more The distinction between marketing and tech comm is less pronounced than it has been Managers hire people with similar skill sets to create either type of content Both are an always-on discussion with users, just at different points of the product adoption lifecycle
- This standard process involves (2, 3, and 5 use content, ideally COMPANY content) Problem Recognition Information Search Evaluation and Selection of Alternatives Purchase Decision Post-Purchase Evaluation
- Pre-sales: Marketing Provide enough info to inform the consumers Content is often public Feedback and opinion of existing customers exist You SHOULD know what you do well, and where to improve (techcomm) Post-sales: Tech Comm Info to help buyers to use product w/ full potential Meet business goals in a usable and helpful way Content here becomes part of the pre-sales msg You SHOULD know what works or not, then fix it
- Same core delivery channels but… Marketing publishes content not used directly by the users Point-of-sale Advertising Brochures Tech comm publishes to formats not used directly by sales Online help Error messages Code and API guides Technical specs
- End users don’t think of it as “pre-” or “post-” sales, they think of the experience It’s content. They use it. It should work. Seamless and consistent means it should work the same All the time Same search, filters, feedback, sharing, etc Gather metrics and learn from it Use what you learn to ID when/where people use content ID when they cross silos Improve and refine your content
- Pre-sales readers get a deeper dive into tech comm, and are informed with enough detail to make a valid decision Newer users may need videos, clear and simple examples, overview of new features Integration of content provides all content, to all users Let the user decide what matters based on skill and needs Marketing and tech comm are two sides of the same communications coin!
- Why stop at marketing and tech comm? Support and Training are also content! Support the entire user experience from pre-sales to learning, to long-term use.
- End users don’t distinguish content by “type” or by “department” You shouldn’t either Deliver a seamless, coherent experience
- Consider tools that leverage the enterprise Publishing with FrameMaker DITA publishing is often discussed with a “you need the toolkit” or “you need custom code” discussion but with FrameMaker publishing can be integrated and hidden Allows PDF, HTML5, and a lot of other outputs Adobe Experience Manager Leverages DITA behind the scenes It’s both a marketing CMS and a DITA-ready CCMS Share/reuse Oh, BTW, yes, you can share the content easily. Drag/drop and DITA can be added to ANY content
- Sharing content is invaluable as assets created by one team should be reused where applicable Don’t write it twice When anyone updates content, everyone should benefit Edit, review, approve, and translate your content. Once. Then share. You need to manage content as a business asset and show good information governance Build a robust content strategy to take that into account
- A consistent user experience of content, no matter where the end user is in the product adoption lifecycle, just makes sense Let customers flow seamlessly from one type of content to another, both carefully aligned with the business cases and goals of the consumer
- We do stuff, and we think it’s fun Content strategy Content analysis Content cleanup Content migration (to FrameMaker, or to DITA, or both!) Training, templates, support, development, etc Basically, we help companies publish better, faster, and smarter We want people to do less of the “boring” work, and more of the interesting and thoughtful work Reach out to us: DITAworld@publishingsmarter.com