Tom Aldous, Acrolinx
http://www.linkedin.com/in/tmaldous
http://twitter.com/@tmaldous
http://tmaldous.com
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TechComm 2020: Get Ready to be Part of the Content Era презентация
Содержание
- 1. TechComm 2020: Get Ready to be Part of the Content Era
- 2. Great Job Jack!
- 3. About Predictions
- 4. We Were Promised This
- 5. We Finally Got This
- 6. They Predicted This
- 7. We Finally Got This
- 8. They Predicted This
- 9. We Finally Got This
- 10. Now It’s My Turn, But First
- 11. We’re Drowning in Content Every Sixty Seconds
- 12. But for Marketers, It’s Not Enough in 2013
- 13. “Creating & distributing great content – findable,
- 14. And They’re Succeeding since 2013
- 15. This won’t end well… “Crap. The Content Marketing Deluge.” by Velocity Partners
- 16. Why Has Content Become so Important?
- 17. Relationships Now Built on Content B2B buyers
- 18. Technical Content Matters For almost 89 percent
- 19. Technical Content Directly Drives Revenue Documentation “is
- 20. We’ve Entered the “Content Era”
- 21. Technical Content Drives Customer Satisfaction Too According
- 22. Are Customers Satisfied? Nope. Only 1 percent
- 23. What do Customers do about it? 89
- 24. Your Time Has Come!
- 25. Technical Information at Point of Sale
- 26. Social Engagement “Professional writers now have tools
- 27. Titles are Changing Content Designer Content Developer Information Experience Designer ?
- 28. Why? Because Responsibilities are Changing: At EMC,
- 29. Marketers Need Your Expertise They need what
- 30. Position Yourself to Your Executives
- 31. Speak to Executives in Their Terms, Not
- 32. Cutting Costs is Not Enough Almost every
- 33. Deliver Relevant Metrics Driven by Facts, Interviews
- 34. My Prediction The Content Era is
- 35. Thank you! tom.aldous@acrolinx.com
Great Job Jack!
Слайд 1#tmaldous #LavaCon
TechComm 2020: Get Ready to be Part of the Content
Era
Слайд 11We’re Drowning in Content
Every Sixty Seconds
140 blog posts
600 new YouTube videos
570
new websites
168,000,000 emails
98,000 tweets
168,000,000 emails
98,000 tweets
Слайд 13“Creating & distributing great content – findable, relevant, valuable, engaging –
to attract and acquire a target audience in order to drive profitable customer interactions.”
“Content Marketing” Definition
Слайд 17Relationships Now Built on Content
B2B buyers complete from two-thirds to 90%
of their buying decision before they engage with the vendor.
– Forrester Research
– Forrester Research
Until then, buyers rely only on content to influence what they think of you.
Слайд 18Technical Content Matters
For almost 89 percent of buyers, high-quality technical content
is either important (33 percent) or very important (56 percent) to their initial purchase decision.
– IBM Survey
– IBM Survey
Your technical content influences buyers even before they become customers.
Слайд 19Technical Content Directly Drives Revenue
Documentation “is actually feeding top-of-the-funnel activity… Some
companies are reporting that documentation is bringing in over 50 percent of their qualified leads.”
– “The Evolution of User Manuals,” Forbes
– “The Evolution of User Manuals,” Forbes
Your technical content may even matter more than promotional content.
Слайд 21Technical Content Drives Customer Satisfaction Too
According to a survey, 72 percent
of respondents indicated that they would rather find help on their own, without calling a help line.
– Forrester Research
– Forrester Research
Technical content matters more than ever to satisfy our DIY customers.
Слайд 22Are Customers Satisfied? Nope.
Only 1 percent of consumers feel that their
expectations for a good customer experience are always met.
– Harris Interactive Survey
– Harris Interactive Survey
Слайд 23What do Customers do about it?
89 percent of consumers began doing
business with a competitor following a poor customer experience.
– Harris Interactive Survey
– Harris Interactive Survey
Слайд 25Technical Information at Point of Sale
“How documentation will save the world
of CXM” by Digital Clarity Group
Слайд 26Social Engagement
“Professional writers now have tools to collaborate with their audience
easily…
“… we are witnesses to the age of information shifting to the age of interaction…”
Слайд 28Why? Because Responsibilities are Changing:
At EMC, technical writers create blogs &
white papers to promote their technical content
At Microsoft, technical writers develop videos & infographics
At Juniper Networks, technical documentation has merged with marketing to become the company’s “content engine”
At Microsoft, technical writers develop videos & infographics
At Juniper Networks, technical documentation has merged with marketing to become the company’s “content engine”
Lines between TechComm & Marketing are blurring – even disappearing.
Слайд 29Marketers Need Your Expertise
They need what you can do for content:
Intelligent
Multichannel
Dynamic
It’s
time to build alliances with Marketing.
Слайд 31Speak to Executives in Their Terms, Not Yours
You should offer:
Better customer
experience
Better customer support
Greater customer satisfaction
Geographical expansion
Accelerating time-to-market
Lower exposure to liability
Lower costs/higher productivity
Better customer support
Greater customer satisfaction
Geographical expansion
Accelerating time-to-market
Lower exposure to liability
Lower costs/higher productivity
You can back it up with:
More consistent touchpoints
Improved findability & comprehension
Higher content quality: more understandable & consistent
Lower translation costs
Faster editing & translation
Greater content accuracy
Less work for SMEs, editors, reviewers & translators
Слайд 32Cutting Costs is Not Enough
Almost every internal request for investment promises
to cut costs.
More important is your proposal’s contribution to your company’s high-level goals.
More important is your proposal’s contribution to your company’s high-level goals.
Слайд 33Deliver Relevant Metrics
Driven by Facts, Interviews & Surveys
Not this:
How many words
we write
How many pages we publish
How many rewrites we endure
How many releases we support
How much more work we’re doing than before
How many pages we publish
How many rewrites we endure
How many releases we support
How much more work we’re doing than before
This:
Customer satisfaction
Customer surveys
Customer engagement (e.g., page views, time on site)
Comparisons to industry benchmarks
How we could serve company’s goals even better
Слайд 34My Prediction
The Content Era is finally arriving
Your ability to communicate
clearly, objectively, and appropriately for your audience is more important than ever
What we do is going to be most valuable to Marketers
Get ready to ask for that big raise
What we do is going to be most valuable to Marketers
Get ready to ask for that big raise
