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Techcomm and marcom should be working together, but they're not. How can we fix this? First delivered by Sarah O'Keefe at Lavacon 2012 in Portland, Oregon. This updated version is a webcast from June 2013.
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Ending the Cold War between Techcomm and
MarcomSarah O’Keefe, @sarahokeefe
contentstrategy101.com
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Sarah O’Keefe @sarahokeefe❖ Founder and president, Scriptorium
Publishing, www.scriptorium.com
❖ Based in North Carolina
❖ Coauthor with Alan Pringle of Content Strategy 101
❖ Interested in collision of content, publishing, and technology
contentstrategy101.com
flickr: mollystevens
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Marcom
flickr: Piutus
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Techcomm
flickr: thoth-god
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Neither tells a complete story.
flickr: dullhunk
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Reality: Techcomm and marcom are complementary
C.C. Fulps, U.S. Navy Naval History and Heritage Command, NH 98391
What causes friction between techcomm and marcom?
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Marcom Techcomm
Details? Few Many
Impact on revenue? Lots None
Purpose Persuade Inform
Analytics Yes Rarely
Affects product positioning
Yes Not on purpose
When read? Before buy After buy
Division
flickr: ornellas
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Marcom Techcomm
Details? Few Many
Impact on revenue? Lots None
Purpose Persuade Inform
Analytics Yes Rarely
Affects product positioning
Yes Not on purpose
When read? Before buy After buy
contentstrategy101.com
Marcom Techcomm
Details? Many Many
Impact on revenue? Lots Lots
Purpose Persuade/inform Persuade/inform
Analytics Yes Increasing
Affects product positioning
Yes Yes
When read? Before buy Before & after
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Techmarcom(m)
Details? Many
Impact on revenue? Lots
Purpose Persuade/inform
Analytics Yes
Affects product positioning
Yes
When read? Before & after
The organizational problem
flickr: dcagne
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Marcom
CEO
CTOCFOCIOCMO
Techcomm
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Marcom
CEO
CMO CIO CFO CTO
Techcomm
CCO?
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Breaking down barriers
flickr: brostad
Building relationshipsflickr: mmechtley
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Potential cooperation: datasheets❖ Usually considered marketing content
❖ But includes reference data and other specifications
Mostly techcomm
Marcom
All marcom
page 1, all marcom
page 3, all techcomm
The datasheet puzzleflickr: mmechtleyflickr: epitti
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Datasheet development
❖ Who is the owner?
❖ Who is the contributor?
❖ What does the content workflow look like?
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Convergenceflickr: NASA Goddard Photo and Video
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Mutual benefits
❖ Techcomm
❖ Use marketing to get tech comm resources
❖ Marcom
❖ Use techcomm to clarify features and benefits
❖ Prove claims of leading-edge capabilities
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Techcomm and SEO benefits❖ Use techcomm to drive web site traffic
❖ Use techcomm to improve reputation for content
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Perhaps less of this…
flickr: slidingsideways
Maybe more of this…
flickr: slidingsideways
Put this in the past…
Let’s end the Cold War.Photo: Wikipedia
Learn from history…
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Questions?flickr: dtcchc
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Contact information
❖ Sarah O’Keefe
❖ www.scriptorium.com
❖ okeefe@scriptorium.com
❖ @sarahokeefe
contentstrategy101.com
❖ Now available!
❖ Print, EPUB, and Kindle
❖ Or free on contentstrategy101.com
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