the future of tech comm in the content era - take 2

THE FUTURE OF TECHCOMM IN THE CONTENT ERA – TAKE 2

#acrolinx

Your Panel• Scott Abel, The Content Wrangler• Andrea Ames, Content Experience Strategist, IBM• Anjana Rajan, Innovative Information Strategy Consulting• Chip Gettinger, VP Solutions, SDL

Your Moderator: PG Bartlett, SVP Product Management, Acrolinx

We’ve drawn names to give away 10 copies of Scott Abel’s and Rahel Bailie’s new book.

Last Time We Got Together…

TechComm Impact Expanding• After purchase: “shift from information to interaction”

• Before purchase:• 32% of consumers look at techdocs before they buy• 70% of buying process complete before buyer engages w/sales• 89% consider high-quality techdocs important to buying decision

Impact on TechComm• Mission: cutting costs vs. driving revenue growth

• Place in organization – alignment with marketing

• More emphasis on “Comm” part of TechComm

How will “Marketizing” Technical Content Affect its Credibility?

Content Marketing“Creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

http://contentmarketinginstitute.com/

How Can TechComm & Marketing Learn to Get Along?

How to Analyze & Understand Your Audience?

Metrics to Measure

Link to IBM survey: https://www-950.ibm.com/survey/oid/wsb.dll/s/ag2c1

Metrics to Measurewww.sdl.com/speakcustomer

Other Metrics to Measure• Perceived percentage of product price that covers

documentation• Level of satisfaction with documentation• Percentage of support calls answered by documentation• Percentage who consult documentation before purchase

Specific Approaches• Web-based surveys

• Zoomerang• Survey Monkey• eSurveysPro

• Structured telephone interviews (n=30)• Search for your brand

https://www.helpscout.net/blog/customer-survey/

What if Writers Don’t Support Your Vision for TechComm?

Questions?• Contact info

• cgettinger@sdl.com• pg.bartlett@acrolinx.com

• Recording and slides will be posted soon at:• http://www.acrolinx.com/webinars/• www.sdl.com/structuredcontentwebinars > Webinar Archive

http://intercom.stc.org/2013/05/telling-the-right-story-proving-the-business-value-of-content/