Cherryleaf’s Ellis Pratt will be speaking again at MadCap Software’s conference on technical communication and content strategy conference. MadWorld 2016 will be held between the 10th and 12th April 2016 at the Hilton San Diego Resort and Spa, in San Diego, California.
Cherryleaf’s Ellis Pratt will be speaking at Technical Communication UK 2015, which will be held between 29th September and 1st October 2015, in Glasgow. Ellis will be speaking twice, about:
- Creating an academic course in technical communication, and
- Help in the User Interface – a case study in first user interaction and embedded Help formats.
If you’re planning to attend the conference, we look forward to see you there.
I attended the Customers as Advocates conference yesterday, at the invitation of the hosts Strand Writing and Design. Strand is a copywriting company, and their conference focused on the challenges of creating relationships with customers that will lead onto them providing customer references and case studies.
Although the conference was focused on case studies and advocacy, I was struck by the implications for the user assistance and technical content that organisations produce.
Below are my summaries of two of the presentations.
Ian Williams – Customer Experience and the disappearing sales process
Ian Williams, of Jericho Consulting, looked at what he called “the disappearing sales process”. He quoted research from Google, IDG and Forrester showing how important content and customer recommendations are in the buying process today:
- 57-70% of the buying journey is complete before a potential customer looks at marketing content or engages with anyone in the sales team (source: CEB/Google).
- 21% of buying cycle is spent by business buyers in conversations with peers and colleagues (source: IDG).
- 56% of the buying cycles is spent by business buyers searching for and engaging with content (source: IDG).
He also stated that Customer Experience, and an organisation’s brand, is about “keeping your promise” – that the customer’s expectations must be matched by what they actually get.
Implications for technical communication
This is more evidence that the content Technical Authors create (user guides, FAQs, Help, getting started guides, troubleshooting information etc.) can be an important factor in the buying process. Prospects will do their research, and they seek out trustworthy content about a product.
It also highlights the importance of a consistent message and experience throughout the customer journey. The “promise” must be consistent in the marketing and the user assistance. You also need to deliver on that promise; poor quality post-sales content just won’t do any more.
Mark Gallagher – How Formula 1 will affect your business
Mark Gallagher has been a senior F1 executive of over 20 years. He talked about how the business of Formula 1 is changing, and how those developments are likely to affect the wider business world.
He explained that the Formula 1 constructors were now the world’s experts in capturing data, analysing data, and providing information on performance improvement to the end user. Constructors, such as McLaren, were now applying this expertise to a wide range of industry sectors.
Mark predicted that this expertise could be applied to the “Internet of Things”, where devices capture data and provide advice and information to the end user.
IMPLICATIONS FOR TECHNICAL COMMUNICATION
If these capabilities were applied to mainstream software, perhaps we could see applications such as Word and Excel capturing data on how you use the software, and then providing advice on how you could have completed that task in a better way.
In fact, some applications are providing this type of feedback already. Here’s a screenshot from an Android app called Steno Keyboard. It analyses your keystrokes and tells you if there was a better way:
The type of development would change user documentation into performance support, and move more of the user content into the application itself.
This post represents just a few notes from the conference. It’s clear that content, in all its forms, is becoming a key factor in the buying cycle. User Assistance is not just for customers, it’s for prospective customers as well.
The quotation in the title is from Roger Hart’s presentation at last week’s TCUK14 conference. Roger is a product marketing manager who spent a few years as a Technical Author. In his presentation, Collateral damage: do marketing and tech comms have to fight when users get informed?, he explained some of the most powerful marketing content today is high quality user information – especially the content that Technical Authors produce.
One of the highlights from the Technical Communications UK 2014 conference was the keynote presentation from Microsoft’s Doug Kim. Doug is Senior Managing Editor for Office.com, and leads guidelines and best practices for Voice in Office. By Voice, he means the tone of voice and style of English used in the User Interface and user documentation.
The change in voice is something we explore on our advanced technical writing techniques course, so I was interested to see how Microsoft was addressing this topic. The good news for us is that Microsoft’s approach is consistent with what we advocate on the course (however, we will need to update the course before the next one in December to include some of the topics Doug discussed).
I will be talking at the Technical Communications UK 2014 conference (TCUK14) next month about creating videos for technical communication and elearning videos.
It covers how to embed video in a course. The delegates see, in each recorded module, a video of the trainer on the right of the screen, with the slides, application walkthroughs or images on the left of the screen.
This format is more engaging for delegates than a disembodied voice talking over a slide or image.
Ellis will be in San Diego next week, speaking at Madcap Software’s MadWorld 2014 conference. If you’re going to the conference, be sure to say hello.
Madcap makes a big thing about the conference cookies, so any questions in Ellis’ conference sessions will be rewarded with biscuits or British sweets.
You can follow the conference on Twitter via the #madworld2014 hashtag.