htmc | hugh taylor marketing communications content creation capabilities overview

HTMC | Hugh Taylor Marketing Communications

Content Creation Capabilities Overview

Agenda

• Overview• The Challenge of Technology Mar-Com• Solving Your Communications Challenges• About Us

– Hugh Taylor– Microsoft Experience– Capabilities– Clients

• Our Approach to Content• Our Content Creation Strengths

204/18/23 www.hughtaylor.com

Overview

• Content creator and communications advisor with deep knowledge of Microsoft technologies, culture, and organization:– Formerly PR Manager for Office Business Platform

(SharePoint and Project) in the IW-PMG.– Award-winning technology writer.– Expertise:

• Collaboration and productivity.• SOA, Interop, and standards.• Compliance and security.

– Distinctive ability to communicate business value proposition of Microsoft solutions.


The Challenge: Making an Impact in Technology Mar-Com

• How can you make an impact on today’s ITDMs and BDMs?– Emerging markets and technologies defy clear categorization.– Multiple buyer “personas” and subjective sources of influence in the

purchasing process.– Economically-driven purchasing process for technologies with unproven

financial value.– Cultural gaps between vendors, partners, buyers, and users.– Shifting media landscape and the blurring boundaries between

customers, partners, analysts, bloggers, and other assorted characters.– Corporate I.T. under continual influence of consumer technology trends.


Solving Your Communications Challenges

• Bridging the IT-Business communication divide… translating “techie” into English.

• Financially-driven value propositions and hard-dollar ROI calculator development.

• Putting the reader into the shoes of other stakeholders in the IT development, marketing, and purchasing processes.


Hugh Taylor: A Unique Mar-Com Resource• Seasoned Mar-Com Professional

– Public Relations Manager for Office Business Platform (SharePoint/Project) IW-PMG– Social Software Evangelist, IBM Software Group– VP Marketing Communications, SOA Software

• Author – Understanding Enterprise SOA – The Joy of SOX: Why Sarbanes-Oxley and Service-Oriented Architecture May the Best

Thing that Ever Happened to You– Event-Driven Architecture: How SOA Enables the Real-Time Enterprise

• Teacher and Speaker– Faculty Member: Berkeley Law (Boalt Hall) and UC Berkeley School of Information– Trainer

• Consultative Selling Course for IBM Global Sales Force• Written Communications Workshops for Jack-in-the-Box, Oakwood Worldwide, and Otis Elevator

– Speaker• Microsoft SOA Conference• HP Technology Forum• Institute of Internal Auditors (IIA)• LotuSphere

• MBA, Harvard University• Certified Information Security Manager (CISM)• Certified Industry Analyst Relations Professional (CIARP)


Microsoft Experience

• Information Worker Product Management Group– Social Computing Adoption Best Practices - White paper series– Reference Contact: Alina Fu, SharePoint Product Manager

• Dynamics– The xRM Advantage for Solution Builders - White paper – Relational Productivity Applications: Leveraging Microsoft Dynamics CRM and SharePoint for

Enhanced Business Impact - White paper – Reference Contact: Matt Valentine, Dynamics Extended CRM “xRM” Marketing

• Standards & Interop – Optimal Approaches to the Use of Standards in Government I.T. – Position paper– Open Platform Message Leadership – Position paper– Public Sector Positioning and Messaging Framework– Office Open XML Cross-Platform Interoperability - Datasheet– Reference Contact: Wendy White, Director of Interop

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Our Content Creation Capabilities

• White papers• Books• ROI calculators• Financial Analysis• By-line articles• Web content• Collaterals• Public relations

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www.hughtaylor.com

Our Clients

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www.hughtaylor.com

Our Content Creation Approach

• Business value-orientation• Technology-friendly• Audience-centric writing• Tone optimization• Listening, listening, listening• Iterative review and editorial process


Our Content Creation Strengths

• Quick study• “Firedrill” proven• Writing in multiple voices, e.g.

– Enterprise architect– Senior business management– Trendy social media maven

• Thought-provoking, fun concepts, e.g.– “Weapons of SaaS Destruction” (Published in Sandhill.com)– “The Triumph of the Ho-Hum SOA” (Published in SOA World)– “SOX in the Age of SOA” (Cover story in SOA World)– “Agile Compliance” (Cover Story in Align Journal)


HTMC | Hugh Taylor Marketing Communications

WHAT CAN WE DO FOR YOUR BUSINESS?

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[email protected] www.hughtaylor.com (310) 383-7041

htmc | hugh taylor marketing communications content creation capabilities overview

Documents

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enterprise soa

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driven purchasing process

content creation strengths