Embed Size (px)
DESCRIPTION
Sarah O'Keefe's keynote presentation at tcworld India, delivered in Bangalore on February 20, 2014. Highlights include a discussion of minimum viable content, career paths for technical communicators, and some ideas about new directions for technical content.
Citation preview
The Future of Content
contentstrategy101.com
Sarah O’Keefe@sarahokeefe
Scriptorium Publishing
❖ Founder and president, Scriptorium Publishing, www.scriptorium.com, North Carolina, USA
❖ Coauthor of Content Strategy 101
❖ Interested in collision of content, publishing, and technology
Sarah O’Keefe @sarahokeefe
tcworld.info
techwhirl.com
scriptorium.com
Reality
Minimum viable productA minimum viable product has just those features that allow the product to be deployed, and no more.
Minimum viable productA minimum viable product has just those features that allow the product to be deployed, and no more.
Minimum viable contentflickr: john.schultz
Minimum viable content
Too muchNot enough
Minimum
Minimum viable content❖ Meets regulatory requirements
❖ Meets business goals
Minimum viable content❖ Accurate, concise, and complete
❖ Delivered in the needed formats
❖ Delivered in the needed languages
❖ Delivered on time
Not enough Too much
Obstructs business goal
Supports business goal
Not enough Too much
Obstructs business goal
Supports business goal
Zone of viable content
@uselessassist
@uselessassist
@uselessassist
Minimum viable content❖ What are the regulatory requirements?
❖ How does this content help meet the organization’s business goals? What is the purpose of this content?
❖ In what formats is this content needed? In which languages?
❖ Who must create the content?
❖ What is the content velocity? How quickly must it be delivered and how often will it change?
80%+ research online before buying.
Sources: PwC study: https://www.internetretailer.com/2012/03/30/most-shoppers-go-online-research-productsGE Capital Bank study: http://www.retailingtoday.com/article/study-81-research-online-making-big-purchasesImage: flickr, MarcMcPherson
Are you a user
advocate?
flickr: meganfitzgerald
Are you paid by users?
flickr: meganfitzgerald
Who is my customer?flickr: rosm
ary
Who is my customer?❖ End user
❖ Corporation
❖ Marketing team
❖ Product manager
❖ Technical support staff
❖ Department manager
So many possibilities…flickr: davestreet
So many possibilities…flickr: davestreet
❖ HTML
❖ Help in various formats
❖ EPUB
❖ Kindle
❖ Mobile app
❖ and more…
We need to rethink the book container.
flickr: davestreet
flickr: greeblie
“A dictionary is not a book.”Erin McKean
flickr: greeblie
“A dictionary is a database.”Erin McKean
flickr: jimmiehomeschoolmom
Image: am
azon.com
A book is not always the best container.
Image: w
ired.com and A
udi
How can tech comm use new technologies?
Not enough screen space for help? Use audio!
How to survive and thriveflickr: jenniferboyer
❖ Product knowledge
❖ Research and analysis
❖ Web analytics
❖ Customer assessments
❖ Mining user-generated content
❖ Convergence between tech comm and marcom
How to survive and thrive
Tech comm career pathsflickr: sidharth_sharm
a
Tech comm career paths
❖ Writer
❖ Tools specialist
❖ Management
❖ Site designer
❖ User experience (UX)
❖ Information architect
❖ Content strategist
flickr: v923z
Information in the wild.
https://techinfo.honda.com/rjanisis/logon.asp
http://ww
w.civicforum
z.com/m
aintenance-121/online-honda-service-m
anual-list-91627/
flickr: v923z
Most people need just one bit of information.
Mahindra corporate
Mahindra dealer who made the video
Mahindra corporate
Mahindra dealer who made the videoYOU ARE HERE
Where I live
Questions?flickr: seatbelt67
Contact information
❖ Sarah O’Keefe@sarahokeefe
