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A Work Write, Inc. Presentation
Developing Contentas a Business Asset
Presented byCheri Lockett ZubakPresident, Work Write, Inc.
Copyright, 2010 – Work Write, Inc. All rights reserved.Copyright, 2010 – Work Write, Inc. All rights reserved.
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!
Copyright, 2010 – Work Write, Inc. All rights reserved.
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?
Copyright, 2010 – Work Write, Inc. All rights reserved.
• 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
Copyright, 2010 – Work Write, Inc. All rights reserved.
communicators, Web and mobile programmers
The scenarioThe scenario
Copyright, 2010 – Work Write, Inc. All rights reserved.
How is your group an asset?How is your group an asset?
Copyright, 2010 – Work Write, Inc. All rights reserved.
Brainstorm: What is an asset?Brainstorm: What is an asset?
So the group managers all meet . . .
Copyright, 2010 – Work Write, Inc. All rights reserved.
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
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.
Copyright, 2010 – Work Write, Inc. All rights reserved.
Can documentation be an asset?Can documentation be an asset?
Example: The “funny” version
Copyright, 2010 – Work Write, Inc. All rights reserved.http://www.youtube.com
Can documentation be an asset?Can documentation be an asset?
Example: The $%&!$$! version
Copyright, 2010 – Work Write, Inc. All rights reserved.http://www.bluemango.com
Linda asks her lead writerLinda asks her lead writer
Copyright, 2010 – Work Write, Inc. All rights reserved.
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
Shared, common content(difficult the first time,
reduces cost of production)
Content management is keyContent management is key
Jenny: “Our information has undercurrents of rich meaningful undercurrents of rich, meaningful content. Those are the gems we
need to mine.” need to mine.
Copyright, 2010 – Work Write, Inc. All rights reserved.
Content management is keyContent management is key
ScenarioProfit
Example
Best practice
p
Problem‐solving
Guideline Here’s why . . .
Copyright, 2010 – Work Write, Inc. All rights reserved.
Content management is keyContent management is key
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?
Copyright, 2010 – Work Write, Inc. All rights reserved.
y g g
Linda asks the group editorLinda asks the group editor
Copyright, 2010 – Work Write, Inc. All rights reserved.
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
Rethink branding
A rich content focus is keyA rich content focus is key
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
Technical foundation (the minimum)
A rich content focus is keyA rich content focus is key
Jenny: “Why do people think Arial and Times Roman are the only and Times Roman are the only
readable fonts?!”
Copyright, 2010 – Work Write, Inc. All rights reserved.
A rich content focus is keyA rich content focus is key
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?
Copyright, 2010 – Work Write, Inc. All rights reserved.
Linda asks the interface writerLinda asks the interface writer
Copyright, 2010 – Work Write, Inc. All rights reserved.
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
track user conversations.
Knowing the customer is keyKnowing the customer is key
Copyright, 2010 – Work Write, Inc. All rights reserved.
(and many more!)
Knowing the customer is keyKnowing the customer is key
Tim: “While we’re at it, we should also be looking at other media.” (low-tech, high-brain examples)
Copyright, 2010 – Work Write, Inc. All rights reserved.http://www.commoncraft.com
Knowing the customer is keyKnowing the customer is key
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?
Copyright, 2010 – Work Write, Inc. All rights reserved.
Flash. What about other media?
Linda calls in the tech leadLinda calls in the tech lead
Copyright, 2010 – Work Write, Inc. All rights reserved.
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
content.
Creating passionate users is keyCreating passionate users is key
I want to kick ass!
Copyright, 2010 – Work Write, Inc. All rights reserved.http://headrush.typepad.com/
Creating passionate users is keyCreating passionate users is key
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
Copyright, 2010 – Work Write, Inc. All rights reserved.
• Free (really good) webinars!
Creating passionate users is keyCreating passionate users is key
Luis: “Our customers should love our content. They should always turn to
us if they need assistance.”
Copyright, 2010 – Work Write, Inc. All rights reserved.
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!
Copyright, 2010 – Work Write, Inc. All rights reserved.
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
out.
And then there’s And then there s the blasted economy.
How do I get my staff to at least the third‐draft level?
Copyright, 2010 – Work Write, Inc. All rights reserved.
the third draft level?
Creating third draft writers is keyCreating third draft writers is key
As a manager, this is support I must provide.support I must provide.• Education• Encouragement• Encouragement• Goal setting• Reward• Reward• Long‐term support
Copyright, 2010 – Work Write, Inc. All rights reserved.
Creating third draft writers is keyCreating third draft writers is key
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.
Copyright, 2010 – Work Write, Inc. All rights reserved.
Is documentation an asset?Is documentation an asset?
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Give me your takeawaysGive me your takeaways
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Thank you!Thank you!
M th k t ll f f tt diMany thanks to all of you for attending.
Copyright, 2010 – Work Write, Inc. All rights reserved.
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 3453Copyright, 2010 – Work Write, Inc. All rights reserved.
• Phone: + 215.357.3453