Developing Content as a Business Asset, by Cheryl Lockett Zubak

A Work Write, Inc. Presentation

Developing Contentas a Business Asset

Presented byCheri Lockett ZubakPresident, Work Write, Inc.

Welcome!Welcome!

• Cheri Lockett Zubak (call me Cheri)• President, Work Write Inc.,• More than 25 years of experience as a technical communicator (I am not old)technical communicator (I am not old)

• Long‐time member of STC‐PMC’ l d b h !• I’m glad to be here!

Some of the ideas we will coverSome of the ideas we will cover

Wh t i b i t?• What is a business asset?• Can we make documentation a company asset? Something so good we could sell it as its ownSomething so good we could sell it as its own product?

• What’s the impact of improving production?• What s the impact of improving production?• Where do we find better information, and improve what we’ve got?what we ve got?

• How can we develop “passionate users”?• What is the benefit of the third‐draft writer?

• What is the benefit of the third‐draft writer?

The story begins at JournalTechThe story begins at JournalTechJournalTech Software

This is a fictional company.

Product: Tools for journalists Product: Tools for journalists and writers – new media, universities, corporations, mobile

f f ll 1 2 Size of group: 8 full-time, 1 or 2 consultants

Publishing Platform: Content Publishing Platform: Content management system

Audience: Journalists, corporate i t W b d bil

communicators, Web and mobile programmers

The scenarioThe scenario

How is your group an asset?How is your group an asset?

Brainstorm: What is an asset?Brainstorm: What is an asset?

So the group managers all meet . . .

Other groups have strong beliefsOther groups have strong beliefs

“We are valuable!”Customer-Facing Social

Future

We are valuable!Compete

BuildSupport

Market Sell

ResearchFutureCreate

Support

Can documentation be an asset?Can documentation be an asset?

I surfed the web looking for I surfed the web looking for information on documentation as a business asset. I didn’t find as much as I thought I

would would.

I know STC has been working on explaining th l f t h i l the value of technical

communication. but . . . .

S f th ttit d Some of the attitudes on the web about

documentation are kind of disturbing.

Example: The “funny” version

Example: The $%&!$$! version

Linda asks her lead writerLinda asks her lead writer

Content management is keyContent management is key

Streamlined productionL t l fid ti• Less tool fidgeting

• Common content model• Redundant effort• Reuse opportunitiesReuse opportunities• Flexible output

Content management is keyContent management is keyA surprise benefit of reuse analysis• Finding the “gems”

Gems(out of scope)

Unique content (more difficult and

tl )costly)

Shared, common content

Shared, common content(difficult the first time,

reduces cost of production)

Jenny: “Our information has undercurrents of rich meaningful undercurrents of rich, meaningful content. Those are the gems we

need to mine.” need to mine.

ScenarioProfit

Example

Best practice

Problem‐solving

Guideline Here’s why . . .

Linda’s takeawaysWe went down the CMS road to do better work.We went down the CMS road to do better work.

CMS production results in flexibility and economy. The group can publish to many publications andThe group can publish to many publications and formats. They aren’t “stuck.”

The “gems” are under‐developed Is this highestThe gems are under‐developed. Is this highest value content out of scope of our work? Could we really go after the “gems”? What is the cost?

Linda asks the group editorLinda asks the group editor

A rich content focus is keyA rich content focus is key

Enrich the content:Enrich the content:• Understand your end game• Support the gems through richer content models

• Follow plain language p g gstandards

• Rethink branding

Rethink branding

Develop content models to support gemsDevelop content models to support gemsBut it is also meaningful

to our customers

This is hard

Level 3(new models –

emerging content)

customers.hard work.

Level 2 Model (meets all

requirements)requirements)

Level 1 Model

Technical foundation (the minimum)

Jenny: “Why do people think Arial and Times Roman are the only and Times Roman are the only

readable fonts?!”

Linda’s takeawaysIf we’re going to go down this path, we have to g g g p ,know what we’re going to create.

• Which new content?Which new content?

• How can we enhance existing documents?

Wh t ki d f i f ti d t ?• What kinds of information products?

• What should the content look like?

Linda asks the interface writerLinda asks the interface writer

Knowing the customer is keyKnowing the customer is key

Customer analysis• Are we talking to the right people?

• We can’t ask the right questions unless we have. more customer interaction. (“P t h t ”)(“Put up or shut up.”)

• Web 2.0 tools can help us track user conversations

track user conversations.

(and many more!)

Tim: “While we’re at it, we should also be looking at other media.” (low-tech, high-brain examples)

Linda’s takeawaysLinda s takeawaysShe has some politicking to do in this area. Tim is right (drat him) You can’t expect improvementright (drat him): You can’t expect improvement while denying access and support.

Sh t Ti i h f i l UXShe put Tim in charge of passing along more UX methodologies to the group – including researching with social networksresearching with social networks.

We have plenty of online expertise, including Flash What about other media?

Flash. What about other media?

Linda calls in the tech leadLinda calls in the tech lead

Creating passionate users is keyCreating passionate users is key

Customer seduction• Don’t let them have “*&!$^” moments.

• Conversations with smart llcolleagues.

• Give them the “ki k ” t t“kick ass” content.

• Become the “go first” content

content.

I want to kick ass!

Luis’ “go to” publisher: O’ReillyLuis go to publisher: O Reilly• Expert authors –indispensible contentindispensible content

• Not patronizing or boringor boring

• Has a philosophy –Joseph Campbell’s Hero’s Journey,http://headfirstlabs.com/

• Media choices

• Free (really good) webinars!

Luis: “Our customers should love our content. They should always turn to

us if they need assistance.”

What’s the result?What s the result?

Linda’s takeaways

A “wow” quote from Luis: “A formula of content does not mean a formulaic mind.”

What is our content developmentWhat is our content development philosophy?

Technical content can be compellingTechnical content can be compelling.

We need to be a “go to” source!

Creating third draft writers is keyCreating third draft writers is key

Professionals Professionals write second, third, even

fourth drafts the first time the first time

And then there’s And then there s the blasted economy.

How do I get my staff to at least the third‐draft level?

the third draft level?

As a manager, this is support I must provide.support I must provide.• Education• Encouragement• Encouragement• Goal setting• Reward• Reward• Long‐term support

Linda’s takeawaysLinda’s takeawaysI don’t just want passionate users – I need passionate technical communicators:technical communicators:

• Technology savvy• Media savvyy• Interested in domain expertise• Embrace communication as a muscle• Creative• Creative

She needs a plan to develop third‐ and fourth‐draft writers.

Is documentation an asset?Is documentation an asset?

Give me your takeawaysGive me your takeaways

Thank you!Thank you!

M th k t ll f f tt diMany thanks to all of you for attending.

Questions?Questions?

• Ask me now, or ask me later!• Web: http://www.workwriteinc.comp(go to the Resources section to download notes)

• Email: clz‐ ‐workwriteinc.com

• LinkedIn: http://www.linkedin.com/in/workwrite

• Phone: + 215.357.3453

Developing Content as a Business Asset, by Cheryl Lockett Zubak

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