When Technical Communications Meets Marcom - Rahela Bailie

www.IntentionalDesign.ca

© 2014 Intentional Design Inc. All rights reserved.



When TechComm Met Marcom

Why technical content is marketing content



http://www.youtube.com/watch?v=F-bsf2x-aeE&t=1m18s

http://www.youtube.com/watch?v=F-bsf2x-aeE&t=1m18s





Persuasive Content

Fluffy

Overstated

Biased

Instructive Content

Dry

Boring

Complicated

Content Bake-off

Two solitudes





Persuasive Content



Charismatic … seriously?





Instructive Content



And this helps me … how?





Rethinking the Paradigm







http://idratherbewriting.com/2009/03/02/emotional-states-of-computer-users-in-times-of-frustration/

http://idratherbewriting.com/2009/03/02/emotional-states-of-computer-users-in-times-of-frustration/



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

https://www.usertesting.com/videos/GSf4+egr26E=

https://www.usertesting.com/videos/GSf4+egr26E=



http://www.nngroup.com/articles/websites-visited-b2b-user-session/

http://www.nngroup.com/articles/websites-visited-b2b-user-session/





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:

[email protected]

Mailing address:

Provided upon request

Speaking and workshops:

bailie.com

Marketing

When Technical Communications Meets Marcom - Rahela Bailie