Capturing Curiosity: Using Storytelling to Improve Documentation (Technical Storytelling)

CAPTURING CURIOSITY:Using Storytelling to Improve DocumentationAllie Proff@techniceclectic

Valuable Content Transformed

• Document Digitization

• XML and HTML Conversion

• eBook Production

• Hosted Solutions

• Big Data Automation

• Conversion Management

• Editorial Services

• Harmonizer

2

Experience the DCL Difference

• World-Class Services

• Leading-Edge Technology

• Unparalleled Infrastructure

• US-Based Management

• Complex-Content Expertise

• 24/7 Online Project Tracking

• Automated Quality Control

• Global Capabilities

DCL blends years of conversion experience with cutting-edge technology and the infrastructure to make the process easy and efficient.

3

We serve a very broad client base…

…spanning all industries.

• Aerospace

• Associations

• Defense

• Distribution

• Education

• Financial

• Government

• Libraries

• Life Sciences

• Manufacturing

• Medical

• Museums

• Periodicals

• Professional

• Publishing

• Reference

• Research

• Societies

• Software

• STM

• Technology

• Telecommunications

• Universities

• Utilities

Hello! Invitation to Interact

Allie Proff on LinkedIn

allieproff@gmail.com

www.technicallyeclectic.com

@techniceclectic

#storytelling

Key Takeaway

To create effective content, you need to account for…

Emotions

Why Emotions?

Decisions are made with emotions……then justified with logic.

Emotion aids learning and memory.

Storytelling techniques reach emotions best……even if you don’t directly include story in your content.

Our Journey

Introduction

The Why: Scientific Research

The What: Story Telling in Action

The How: Case Studies and Examples

Documentation

Documentation

Facebook “Just in Case” Videos

Emotive Analytics: Affectiva

Our Journey

Introduction

The Why: Scientific Research

The What: Story Telling Basics

The How: Case Studies

Decisions: Emotions vs Logic

Phineas Gage

The Brain Feels then Thinks Primitive (Reptilian) Brain

Triggered by emotion

Self-centered (relive pain, increase comfort)

Only pays attention to beginning and end of lengthy conversations

Visual

Likes contrast

Best understands simple language

Makes decisions, using input from other two brains

Middle Brain

Feels, processes emotion and gut feelings

New Brain

Thinks, processes rational data, last to engage

Viral Emotions

Curiosity

Amazement

Interest

Astonishment

Uncertainty

Joy

Anger/Disgust

Information Currency 4.0

Storytelling Aligns Our Brains

Our Journey

Introduction

The Why: Scientific Research

The What: Story Telling Basics

The How: Case Studies

Stories: The Original Help Docs

What is a Story?

Shapes for Presentations

Story Unifies Content

The User is the Hero

Mailchimp High Five Freddy

TurboTax and MicroCopy

Our Journey

Introduction

The Why: Scientific Research

The What: Story Telling Basics

The How: Case Studies

GrooveHQ Blog Post A/B TestGrooveHQ ran a blog post with the same content.

• Version A got straight into the content

• Version B told a simple story intro, followed by version A.

What do you think the difference is between the A/B split test?

• Spoiler alert: readership and time on page increased, but by how much?

GrooveHQ A/B Split Test

Full Page Reader Increase 50%

100%

200%

250%

300%

Time on Page Increase 100%

200%

300%

400%

500%+

Leading With a Story Wins

GrooveHQ Suggestions

Snippets of dialogue

Fictional scenarios

Tiny vivid details

Tap into the stories people already know (pop culture, historical reference)

Use the power of visuals (stills from TV shows, memes)

Deloitte Recruitment Video

Tanzen Dynamic Storytelling

Use structured content to mix and match elements as needed

Curated website content: American Society of Civil Engineers

Assemble and adapt content for specific natural events

Editorial: City park project Rotate through various sites,

construction stages

User-defined journey: Careers in Science section

Dynamic lists adjust to different paths

Customer Journey Mapping

Get to Coffee Shop Approach Counter Review Coffee Choice

Action taking place

Thoughts

FeelingsTimeframe

Expectations

Channel

Touchpoints

Moments of Truth

Assumptions

. . .

Key Takeaways

Storytelling connects our users to us.

Emotion drives our decisions, which we justify with logic.

Emotional connection is the new currency.

Perhaps we share stories in much the same spirit that explorers share maps, hoping to speed each other’s journey, but knowing the journey we make will be our own. ~ Gloria Steinem

Thank you

Allie Proff on LinkedIn

www.technicallyeclectic.com

@allieproff

personal interests

@techniceclectic

#AI, #emotiveanalytics, #video #writing #UX #storytelling #blogging #contentstrategy and more