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Slides from my progression session at the STC Summit 2012. The presentation helps technical communicators transition to a marketing communication (marcomm) role using skills they have already mastered. Catch an expanded version of this preso at the free webinar sponsored by the STC Marcom SIG. Visit stc-marcom.org to learn more.
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• 1
It’s All Marcomm
A Tech Writer Goes Fluffy
• 2
What Do We Mean by Marcomm?
Some defining characteristics:
Technical Communication Marketing Communication
Post-sale audience, especially usersPre-sale audience, especially decision makers and influencers
Objective, detached style Confident, engaging style
Primary goal: inform the reader Primary goal: Inspire the reader to take action
Example: Configuration guide Example: Solution brief
• 3
How To Move from This…
• UI documentation
• Management and configuration guides
• Procedural documentation
• Courseware
• Lab manuals
• 4
…to This
• Marketing collateral:
Web copy
White papers
Solution briefs
Data sheets
Email copy
Animation scripts
• 5
Anchors to Steady You
• It’s all Marcomm
• Good technical documentation encourages brand loyalty
• It inspires action: buy from us again
• Your Tech Comm skills add big value
• Uncover hidden information• SME collaboration• Depth of engagement
• 6
First Skills to Transfer
• Technical Aptitude
• You can write impactful pieces because of your ability to grasp and distill difficult technical concepts (the opposite of fluff).
• Attention to D&P
• You can help your clients tune their message and its delivery.
• You can quickly spot and rectify empty, vague phrases that give marcomm writing its pejorative label.
• Information extraction
• You can get important information from very stubborn sources.
• 7
Contact Me
The Proceedings version of this presentation includes more detail, such as implementation tips for the first skills to transfer.
Mobile: http://tinyurl.com/8a44qek PDF: http://tinyurl.com/crdwwld
• Zerista Summit site: Joseph Staples• Twitter: @joe_staples• Email: [email protected]