Embed Size (px)
DESCRIPTION
Colleen Jones explores how technical communication and content strategy make content better serve business functions like sales, marketing, and customer service. Presented at STC Summit 2012.
Citation preview
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.
