Who Cares About Your LiveContent?
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date post
20-Sep-2014 -
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Technology
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Transcript of Who Cares About Your LiveContent?
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Overview
• Why does your company care about content?
• Why does your community care about content?
• Why do you care?• What are the next steps?
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In the Past:
– Documentation is a burdened requirement to launch a product
– Documentation costs money and doesn’t lead to revenue
– Documentation becomes stale fast because of the resources required to update
– Documentation doesn’t engage the community nor does it ask for feedback
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Present Day Opportunity: Strategic Asset
– Documentation• a key component to a prospects evaluation of the
product• helps users become experts of the product without
requiring a resource to hand hold = Customer is happy!
• allows users to extend functionality and properly execute your product/service the way it was intended
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Present Day Opportunity
• Corporate Productivity– Support – Decrease overhead in the support
department – Marketing – Leverage the content rich
documentation to search engine optimize your documentation
– Sales – Self qualifying leads – Product – feedback loops within
documentation
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Present Day Opportunity: Analytics
– Create an environment where content can be measured
• Marketing – Keywords, content, SEO• Sales – Sales pipeline, sales cycle length, self
qualifying prospects• Product – Product feedback and roadmap• Documentation – Successfulness of docs
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Who do you write for?
– Prospects• How do prospects evaluate your company?
– Customers• How do you create loyal customers?• How do you turn customers into references?
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Prospects: What are they looking for?
–Solve a specific issue–Can they self serve?–Best practices–Understanding the
product/service–Organic Search ranking
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Customers: What are they looking for?
– Product knowledge to become experts– Fix a problem– New functionality/features– Community involvement– Feedback– Career enhancing knowledge– Expert on the product = Indispensible – Best Practices
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New reasons to care
• You’re strategic benefit to the organization– Departments that rely on you: Marketing,
Sales, Support, and Product
• Community needs social interaction around documentation more than ever before
• Evolving documentation beyond reactive
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You: Is it time to take action?
• Share your passion• Individual enhancement• Satisfaction having a greater impact in the company
• More feedback from the community
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State of the Union
• What is the state of your documentation now?
– Do you allow users to provide written feedback on your documentation?
– Do you search engine optimize your documentation?
– Do you have analytics behind your documentation on what is most successful?
– Do you have analytics showing what users are searching for along with what they are and aren’t finding?
– Do you capture web analytics around the traffic of your documentation site?
– Do you allow SMEs within your company contribute to your documentation?
Flickr.com - TalkMediaNews
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State of the Union (cont.)
– Do you only provide your documentation in PDF format?
– Do you allow your support agents to contribute to your documentation?
– Do your support agents have access to the documentation that your community has access to?
– Is your documentation available within your product or do your users need to go to a different site to access it?
– If your documentation is within your product, do you need to wait until a product release in order to update it?
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State of the Union (cont.)
– Do you have a way of collaborating with SMEs around your documentation or do you find yourself stuck in email for information gathering?
– Does your documentation strategy expand beyond the product/tech docs dept?
– Is your sales team gaining intelligence from your documentation? (Sales/Marketing automation)
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Scoping the new paradigm
• Identify new end points• Identify points of leverage• Operational efficiencies• Make sure the improvements benefit
all stakeholders – Company, Community, and You!
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Sample Publishing Pipeline <shameless plug>
“A better way to publish help and product content. A new way to create buyers.”
</shameless plug>
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Phased approach
• Breakdown the changes into phases– Phase 1 - Identify Platform/Tools/Technology– Phase 2 – Branding, Community accessible,
and capture feedback and analytics– Phase 3 – Extend documentation into
Product/Site/Service (Integration)– Phase 4 – Take time and money saved to go
on more vacations
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Companies that have taken this approach
• Autodesk• Exact Target – See demonstration on
November 16th at 3:30pm• Mozilla• Intuit