If you’re not sure the value of content and writing, take a look at this video from Coca Cola. Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company describes the challenge of content creation to Coca Cola and why it is so important to them.
The terminology Jonathan uses in the video is different to the words of the Technical Author, but the concepts are remarkably similar:
- He talks about “liquid content” where a Technical Author might say “single sourcing” or ” content-re-use”.
- “Collaborative, adaptive, content” is similar to “multi-channel publishing”.
- “Co-creation” is what we might call “user generated content” or “collaborative authoring”.
Coca Cola sees content as conversational – something we’ve talked about being a trend emerging in some forms of online Help.
In a competitive market such as fizzy drinks, where price and products are almost identical, content – in its many forms – becomes critically important.