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Monetizing Your Content by @JackMolisani

Monetizing Your Content

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Jack Molisani, the Exec Dir of The LavaCon Conference on Content Strategy and User Experience, covers how to leverage being a valued member of the development team to reduce costs and generate revenue using content as a business asset.

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Page 1: Monetizing Your Content

Monetizing Your Content

by

@JackMolisani

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Welcome Local and Virtual Attendees

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PresidentProSpring Technical Staffing

Executive DirectorThe LavaCon Conference

AuthorBe the Captain of Your Career

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I’ll ask questions about several slides in this session.

We’ll alternate getting answersfrom the live studio audience and the virtual audience. 

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Notice the title of this session is “Monetizing Your Content”… 

…not “Monetizing Your Documentation”

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Two Parts:

Organizational Positioning

Examples of Monetizing Content

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What’s wrong with this diagram?

http://www.meierit.com.au/approach/process

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It shows documentation at the end of the product development lifecycle

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Better, but—

http://riskianawulan.net/2011/09/system‐development‐life‐cycle/

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Documentation is stillseparate from development

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Plus Documentation is on the outside looking in

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http://www.pddnet.com/articles/2009/05/project‐plan‐bible

And this one, what’s right?

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Tech Pubs is part of the ProductDevelopment Team, Yay!

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What’s wrong with this diagram?

Development Strategy

Design

Information Architecture

Design

Develop

Develop

Test…

Content Strategy

Test…

Content Plan

Product Plan

3

4

1

2

5

4

5

1

2

6

6

3

System Architecture

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Content development is being done in parallel with product development, that (with any luck) will ship at the same time the product ships

Development Strategy

Design

Information Architecture

Design

Develop

Develop

Test…

Content Strategy

Test…

Content Plan

Product Plan

3

4

1

2

5

4

5

1

2

6

6

3

System Architecture

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34

12

5

45

12

6

6

3

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This is how the content development looks today.

How should it look?

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CONTENT!

ReqmntsDef’n

Design

Sales

Test

Build

Usability Test

P’type

Deploy

Support

Product Mgmt

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• Total User Experience• Total Info Experience• User Interface Design• Embedded Content 

‐ Field Names‐ Embedded UA‐ Error Messages

• External Content‐ Online Help ‐ User Manuals ‐ Training Materials‐ Support Site 

• Developer Docs• Content Management• Translation Management• Controlled Language and 

Vocabulary Management• More

DESIGN

CONTENT!

ReqmntsDef’n

Design

Sales

Test

Build

Usability Test

P’type

Deploy

Support

Product Mgmt

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So if we can’t have a content‐centric development process, at least we can influence the product development process,every step of the way

Dev Strategy

Design

Develop

Test…

Product Plan

System Architecture

Information Architecture

Design

Develop

Test…

Content Strategy

Content Plan

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Especially if you are an embedded member of a Agile team, working side‐by‐side with the developers

http://tinyurl.com/k5znhlq

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You're not just a tech writer. You're a valuable part of a product development team. Start acting like it. @JackMolisani #STC14 #TechComm

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So How Do You Monetize Content?

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Content:  

n. Any material, such as writing, pictures, or music, that appears on a website or other electronic medium

Several start‐ups were bankrupted by the high cost of producing original content.

http://www.macmillandictionary.com/dictionary/american/content

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Monetize:  

v.  To earn money from something, especially something on the Internet, such as a website or piece of software

There’s a lot of discussion out there about how online content should be monetized.

http://www.macmillandictionary.com/dictionary/american/monetize

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Monetizing Content

• Save money / cost avoidance

• Charge for It

• Content marketing to new customers

• Leverage content to sell more products to existing customers

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Save Money / Cost Avoidance

One survey estimated that the annual cost of searching for information and creating, recreating, and publishing information is over $30,000 per worker per year. 

How can you help your company save money?

http://www.businesswire.com/news/home/20090506005284/en/Hidden‐Costs‐Information‐Work‐Enterprise‐Exposed‐IDC#.U3T4GCiowyo

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Charge for It

• Subscriptions

• Pay Per View

• Tiered (Free + Paywall)

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http://blackboard.emediate.com/2013/08/are‐paywalls‐a‐success/

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Content Marketing  

n. A marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action.

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Content Marketing  

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

http://contentmarketinginstitute.com/what‐is‐content‐marketing/

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Content Marketing  

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Leverage Content to Sell More Products to Existing Customers

• There is no one answer

• HTC example

• QuickBooks example

• Bihler example

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HTC  

HTC uses MindTouch + SAP as their tech support content platform

They linked the support site tool with their automated marketing tool so they can generate additional revenue based on the customer’s support needs.

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HTC  

For example, suppose a customer logs into the website and searches for, “How do I replace my phone battery?”

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HTC  

Notified, the marketing tool would send the customer an email: “I see you need to replace your phone’s battery. Why not upgrade to a new phone?  Use coupon code….” 

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QuickBooks

QuickBooks has a section of their UI that displays sales information:

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QuickBooks

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Bihler

Bihler makes programmable stamping machines with very advanced software.

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Bihler

The product’s interface is touch‐screen, with little room for embedded help.

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Bihler

Customers were so unhappy with PDF‐based user documentation that they were losing resales, so they hired SQUIDDS to rearchitect their publishing platform.

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Bihler

From content authored in MS Word and Adobe FrameMaker, they used WebWorks Reverb to produce HTML5, and then created a mobile app customers could use to display content for their product.

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Bihler

Customers were thrilled with the new platform.  

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Bihler

By improving the workflow and documentation, they saw a 3% increase in revenue last year from customers they otherwise would have lost. 

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Bihler

Georg Eck, SQUIDDS

Multi‐Device Publishing on Demand: Case Study—Bihler

4:15pm, room 105A

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Recap

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Position yourself as a valuable member of the product development team

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Find ways to reduce costs and generate revenue

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Then ask for a raise when you do!

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Do you have an example of how you fiscally helped your company?  Let me know!

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[email protected]@JackMolisani