Content strategy in technical communication
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Transcript of Content strategy in technical communication
Developing a tech comm content strategy
Sarah O’KeefeScriptorium Publishing
Wednesday, November 16, 2011
Administrative details
❖ Yes, you can have the slides.
❖ Sorry, there is no transcript.
❖ Please ask questions.
❖ My Twitter ID: @sarahokeefe
Wednesday, November 16, 2011
Sarah O’Keefe
❖ Founder and president, Scriptorium Publishing
❖ Content strategy fortechnical communication
❖ Interested in collision ofcontent, publishing, andtechnology
Wednesday, November 16, 2011
Sarah O’Keefe
❖ Founder and president, Scriptorium Publishing
❖ Content strategy fortechnical communication
❖ Interested in collision ofcontent, publishing, andtechnology
Lipstick?!
Wednesday, November 16, 2011
Content strategy is…
❖ “The practice of planning for content creation, delivery, and governance” - Kristina Halverson (@halvorson)
❖ “A repeatable process or methodology that manages content within the entire content lifecycle” - Rahel Bailie (@rahelab)
Wednesday, November 16, 2011
Develop
Destroy
Deploy
Deliver
Or this…
Wednesday, November 16, 2011
Develop
❖ Authoring and editing
❖ Storage
❖ Management
❖ Reuse
❖ Localization
Wednesday, November 16, 2011
Deliver
❖ Determine deliverable formats
❖ Generate deliverables from content
Wednesday, November 16, 2011
Deploy
❖ Distribute to a public web server
❖ Package in a software build
❖ Send to printer and ship to customers
❖ Manage access restrictions
Wednesday, November 16, 2011
Destroy
❖ Archive
❖ Delete
❖ Revoke
❖ Expire
Wednesday, November 16, 2011
What’s different about tech comm content strategy?❖ Web content strategy: persuasive content
❖ Tech comm: technology transfer
❖ “Buy our stuff” versus “use our stuff”
Wednesday, November 16, 2011
Wandering the desert…
flickr: joni1973
Wednesday, November 16, 2011
Step 1: Determine business goals for tech comm content❖ Regulatory requirements
❖ Company positioning
❖ Avoid more expensive support options
❖ Marketing
Wednesday, November 16, 2011
KayakStackers
1033394A-1/12
IMPORTANT WARNINGIT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP.
Part #1033394 Rev.A
KAYAK STACKER (2X)
CARRIAGE BOLTS (4X)
HEAVY DUTY STRAPS (2X)
SNAP AROUNDS (4X)
HEX KEYS (4X)
(Refer to bow/stern tie down instructions for correct assembly and installation.)
BOW/STERN TIE DOWN (2X)
MINIMUM CROSSBAR SPREAD 30”Legal priorities
Wednesday, November 16, 2011
KayakStackers
1033394A-1/12
IMPORTANT WARNINGIT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP.
Part #1033394 Rev.A
KAYAK STACKER (2X)
CARRIAGE BOLTS (4X)
HEAVY DUTY STRAPS (2X)
SNAP AROUNDS (4X)
HEX KEYS (4X)
(Refer to bow/stern tie down instructions for correct assembly and installation.)
BOW/STERN TIE DOWN (2X)
MINIMUM CROSSBAR SPREAD 30”Legal priorities
20% of front page
Wednesday, November 16, 2011
Strong branding
Wednesday, November 16, 2011
Wednesday, November 16, 2011
Do not adjust your TV…
?!
Wednesday, November 16, 2011
This probably doesn’t help sales…
Wednesday, November 16, 2011
Reduce support calls…
Wednesday, November 16, 2011
What he said.
Twitter: @mbakeranalecta, November 12, 2011
Wednesday, November 16, 2011
flickr: amagill
Wednesday, November 16, 2011
Business goal examples
❖ Meet regulatory requirements
❖ Reduce volume of support calls
❖ Avoid legal exposure
❖ Increase product market share by highlighting feature set
❖ Increase product visibility
❖ Build user community and thus loyalty
Wednesday, November 16, 2011
Step 2: Strategy
flickr: Rudy Letsche
Wednesday, November 16, 2011
The more common (and bad) approach❖ Tools & technologies
❖ Tactics
❖ Strategy
❖ Implementation
Wednesday, November 16, 2011
It’s your responsibility.
flickr: Michael Gwyther-Jones
Wednesday, November 16, 2011
A better way…
❖ Goal
❖ Strategy
❖ Tactics
❖ Implementation
❖ Tools
❖ Technology
Wednesday, November 16, 2011
Strategy examples
❖ Provide customers with multiple ways to access needed information
❖ Embed information in software
❖ Deliver content that complies with regulations (duh)
❖ Deliver attractive content for improved market positioning
Wednesday, November 16, 2011
Wednesday, November 16, 2011
I hate you now.
Wednesday, November 16, 2011
Step 3: Tactics
Wednesday, November 16, 2011
Step 3: Tactics
❖ Implementation
❖ Tools
❖ Technology
Wednesday, November 16, 2011
How do we get there from here?
flickr: aigle_dore
Wednesday, November 16, 2011
Tools & technologyflickr: casarico
Wednesday, November 16, 2011
Constraints
flickr: quinnanya
❖ Financial
❖ Organizational
❖ Regulatory
❖ Legal
❖ Cultural
Wednesday, November 16, 2011
Think inside the box?
Wednesday, November 16, 2011
Think inside the box?
Possible solutions
BudgetLeg
al
Cultu
re
Organization
Regu
lations
SkillsRisk
Wednesday, November 16, 2011
Choose wisely…flickr: prilfish
Wednesday, November 16, 2011
The wrong tool means big trouble!
flickr: antarcticabound
Wednesday, November 16, 2011
The wrong tool means big trouble!
flickr: antarcticabound
Wednesday, November 16, 2011
The asteroid is coming
flickr: edsweeney
Wednesday, November 16, 2011
Determining tactics
❖ Best delivery format?
❖ Best way to create that format?
Wednesday, November 16, 2011
All technology is risky.flickr: mockstar
Wednesday, November 16, 2011
Risk types
❖ Implementation risk
❖ Obsolescence
❖ Market share
❖ Technical deficiencies
Wednesday, November 16, 2011
Pick your poisonallaboutprops.com
Wednesday, November 16, 2011
Business value must drive strategy.
flickr: zoomzoom
Wednesday, November 16, 2011
Wednesday, November 16, 2011
You need a different perspective.flickr: petrifiedforestranger
Wednesday, November 16, 2011
Q & A
Wednesday, November 16, 2011
Contact info
❖ Sarah O’Keefe
❖ Twitter: @sarahokeefe
❖ www.scriptorium.com
❖ BTW, we’re hiring.
Wednesday, November 16, 2011