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When Technical Communications Meets Marcom - Rahela Bailie
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Transcript of When Technical Communications Meets Marcom - Rahela Bailie
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
When TechComm Met Marcom
Why technical content is marketing content
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
![Page 3: When Technical Communications Meets Marcom - Rahela Bailie](https://reader030.fdocuments.us/reader030/viewer/2022020123/559ef5421a28ab39208b4776/html5/thumbnails/3.jpg)
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
![Page 4: When Technical Communications Meets Marcom - Rahela Bailie](https://reader030.fdocuments.us/reader030/viewer/2022020123/559ef5421a28ab39208b4776/html5/thumbnails/4.jpg)
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Persuasive Content
Fluffy
Overstated
Biased
Instructive Content
Dry
Boring
Complicated
Content Bake-off
Two solitudes
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Persuasive Content
![Page 6: When Technical Communications Meets Marcom - Rahela Bailie](https://reader030.fdocuments.us/reader030/viewer/2022020123/559ef5421a28ab39208b4776/html5/thumbnails/6.jpg)
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Charismatic … seriously?
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Instructive Content
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
And this helps me … how?
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Rethinking the Paradigm
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
![Page 11: When Technical Communications Meets Marcom - Rahela Bailie](https://reader030.fdocuments.us/reader030/viewer/2022020123/559ef5421a28ab39208b4776/html5/thumbnails/11.jpg)
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
![Page 12: When Technical Communications Meets Marcom - Rahela Bailie](https://reader030.fdocuments.us/reader030/viewer/2022020123/559ef5421a28ab39208b4776/html5/thumbnails/12.jpg)
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
![Page 13: When Technical Communications Meets Marcom - Rahela Bailie](https://reader030.fdocuments.us/reader030/viewer/2022020123/559ef5421a28ab39208b4776/html5/thumbnails/13.jpg)
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
What makes a chocolate-and-peanut-butter moment?
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Rethinking the
roles of content
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Create or import copy
Add rich media
Quality check
Automated publishing
Distribution (channels)
Content as commodity controlled as a supply chain
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Content coordinated with the product lifecycle
Introduction
Decline
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Content treated as a product with its own lifecycle
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Content coordinated with the customer lifecycle
Explore options
Consider
Commit to a solution
Compare solutionsMake
selection
Considerfor future
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
How people really do it: research, register, shop, seek, share, etc
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
![Page 21: When Technical Communications Meets Marcom - Rahela Bailie](https://reader030.fdocuments.us/reader030/viewer/2022020123/559ef5421a28ab39208b4776/html5/thumbnails/21.jpg)
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Omnichannel experience
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Omnichannel experience (image from praticalecommerce.com)
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Coordinating content within an omnichannel experience
Explore options
Consider
Commit to a solution
Compare solutions
Introduction
Decline
Make selection
Considerfor future
Product or service lifecycle
Customer lifecycle
Content lifecycle
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Rethinking our roles
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Silos of content reflect silos of roles
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Content Maturity Modelhttp://intentionaldesign.ca/2011/11/14/time-for-a-maturity-model-for-content-strategy/
Digital Maturity Modelhttp://www.digitalstrategyconference.com/blog/tag/digital-maturity/
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
More resources
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www.IntentionalDesign.ca
© 2014 Intentional Design Inc. All rights reserved.
Vancouver, BC, Canada / London, UK
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