When Technical Communications Meets Marcom - Rahela Bailie

www.IntentionalDesign.ca

When TechComm Met Marcom

Why technical content is marketing content

Persuasive Content

Fluffy

Overstated

Biased

Instructive Content

Boring

Complicated

Content Bake-off

Two solitudes

Persuasive Content

Charismatic … seriously?

Instructive Content

And this helps me … how?

Rethinking the Paradigm

What makes a chocolate-and-peanut-butter moment?

Rethinking the

roles of content

Create or import copy

Add rich media

Quality check

Automated publishing

Distribution (channels)

Content as commodity controlled as a supply chain

Content coordinated with the product lifecycle

Introduction

Decline

Content treated as a product with its own lifecycle

Content coordinated with the customer lifecycle

Explore options

Consider

Commit to a solution

Compare solutionsMake

selection

Considerfor future

How people really do it: research, register, shop, seek, share, etc

Omnichannel experience

Omnichannel experience (image from praticalecommerce.com)

Coordinating content within an omnichannel experience

Explore options

Consider

Commit to a solution

Compare solutions

Introduction

Decline

Make selection

Considerfor future

Product or service lifecycle

Customer lifecycle

Content lifecycle

Rethinking our roles

Silos of content reflect silos of roles

Content Maturity Modelhttp://intentionaldesign.ca/2011/11/14/time-for-a-maturity-model-for-content-strategy/

Digital Maturity Modelhttp://www.digitalstrategyconference.com/blog/tag/digital-maturity/

More resources

Vancouver, BC, Canada / London, UK

By telephone:

Canada +1.604.837.0034

UK +44 (0)7869 643 685

Twitter: @rahelab

By email:

info@intentionaldesign.ca

Mailing address:

Provided upon request

Speaking and workshops:

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When Technical Communications Meets Marcom - Rahela Bailie

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