Make Your Content Matter

Colleen Jones, MA @leenjones

Make Your Content Matter Become a Jedi Master of the Digital Universe

STC Summit 2012 #stc12

A. B. C.

90% of HP sales come from online content.

Gilbane Conference 2009

 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?

print software help web

tech support!

microsites

applications

Today, your companies have myriads of digital touchpoints.

mobile website

mobile phone apps

mobile tablet apps

digital signage

kiosks

websites

Content does more business jobs than ever.

sales! marketing!customer service!

tech support!

Customer expectations about content are changing.

You’re Jedi Masters of documentation.

How can you master the digital universe?

content strategy

tech comm

science (n)!

1. applying known skill or technique"

2. discovering + organizing new knowledge"

science (n)!2. discovering + organizing new knowledge"

> "apply known techniques to " "new situations"

> "experiment with +" " " " "study new techniques " "or phenomena"

We analyzed the content + situation.

Chunk the common services.

Get to the point.

Clarify wording.

Prioritize so the comparison is clear + scannable.

Useful summary

Content to answer what, how, + why

Visuals + video of the product

Name one opportunity to apply a known technique to a

new situation.

science (n)!2. discovering + organizing new knowledge"

> "apply known techniques to " "new situations"

> "experiment with +" " " " "study new techniques " "or phenomena"

Many sources with many

tones.

No curator tone.

Tone is a trademark.

WHAT THE STARTUP WANTS TO CONVEY

HOW USERS INTERPRET

GUIDES

HOW USERS INTERPRET Test tone with users. HOW USERS

INTERPRET

•  Develop tone concepts.

•  Test for balance of credibility + distinction in interviews.

•  Refine + verify with survey.

Content + Credibility Study

Report: content-science.com/the-study

Article: (Re)consider the Source, contentsmagazine.com

What opportunities do you see to experiment or study?

You have the power to master the digital universe.

Apply what you know in new ways.

Experiment with new approaches.

Study new phenomena.

Make Your Content Matter Colleen Jones, MA @leenjones colleen@content-science.com

STC 2012 #stc12