Cherryleaf “green screen” videos

We’ve been putting together some short length videos that we can use on the Cherryleaf website. These are “quick and dirty”, three to four minute videos, shot behind in front of a green screen.

One explains why technical communication is changing:

Another looks at recruiting a Technical Author:

Each video takes a couple of hours to create, and we hope to add more over time.

Reframing technical communication as marketing

We’ve noticed a few slidedecks and blogs recently that have been looking at the value of technical communication in marketing a product successfully. With the trend towards earning revenues over a lifetime (rather than in a single upfront payment), the marketing strategies employed by organisations is changing.

Scott Abel has posted a slidedeck called “The Future of Technical Communication is Marketing”, which you can see below:

Acrolinx has also been posting blog posts on a similar theme, such as How Technical Communicators Help Build Customer Relationships and Building Customer Relationships: Why Content’s in the Driver’s Seat.

Marketing is becoming, particularly on the Web, about designing User Interfaces for prospects and for customers.

Technical Authors will need to understand how marketing is changing in order to understand and explain how they can add value to that activity.

What’s happening with the ISTC’s marketing?

I’ve had some time in the last few days to initiate some the ideas mentioned in my post Marketing the technical communication profession. This relates to improving the marketing of the Institute of Scientific and Technical Communicators. Most of the work we do for clients is confidential, so it’s a pleasant change to be able to talk about a project as it’s progressing.

Continue reading

“Bad information is Marketing’s fault problem. Good information is Tech Comms’ specialty. Let’s do the maths.”

inbound marketing and technical communicationsThe 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.

Continue reading

Technical communication as a brand – The CEO and the technical communicator

The CEO and the technical communicator ebookSince I wrote the post on Technical communication as a brand, we’ve been working on an idea we had for promoting the profession. The end result is another story, another free graphic novel you can download, called The CEO and the technical communicator.

It’s published under a Creative Commons licence, so anyone can forward it on, as long as they don’t modify it or sell it.

There’s a lot of factual evidence about the value of technical communicators to an organisation (such as the ROI calculators on our website), so we thought we’d see if we could appeal to the heart as well as the head by using a story-based approach.

Technical communication comes in many forms, so there were some challenges in coming up with something that was representative of the whole profession. Partly to get around this, the document shows people’s reactions to the content created, rather than showing the content itself. It also uses the word “content’ as a catch-all for document, manual, book, Help file, Web page, illustration, and so on.

We’ve also developed an ISTC-branded version that the Institute for Technical Communicators could use itself to promote the profession. We’ve sent it to to the ISTC Council for their consideration and comments. The document might be modified if they ask for any changes to be made; for example, we’re wondering if there should be greater emphasis on the writing aspect of the role.

You can download the Cherryleaf version from our website. Let us know what you think, using the comments below or by email.

Technical communication as a brand

Flickr image by Ruper GanzerOne of the tea break discussions at the Congility conference I spoke at last month was over the need to improve the awareness of technical communicators and technical communication as a profession.

I suggested the profession would benefit from having (and promoting) a simple positioning statement that explains the profession as if it were a brand. This is something I believe Tekom, the German professional body, did in the early 2000s. Tekom carried out some research in Germany that suggested as many, if not more, people were carrying out a technical communication role as part of another job, and that they were not aware the profession of technical communicator existed. So they aimed some of their marketing efforts at these groups, to make them aware of the profession. They wanted to see if they could bring these people into the Tekom membership.

In fact, I think there should be two statements to improve awareness of the profession:

  1. One saying there are these people called technical communicators who could help your business.
  2. One aimed at people who are writing technical documentation, but don’t realise it is a profession, with a professional body, standards etc. that could help them do it better.

Looking at the STC and ISTC sites, there are some useful simple descriptions of the profession. I’ve used content from these two sites to come up with the following description for the first statement:

“Technical Communicators are professionals who take technical and complex information and make it clear to people who need to understand and use it.

They have skills in providing the right information to the right people, at the right time. They communicate by using technology such as Web pages, Help files or printed content.

Having clear instructions can make all the difference to users of products or staff carrying out tasks. That’s because the need for accurate and accessible content has never been greater.”

We hope to progress this idea a little bit further, and produce something that the ISTC, the professional body for UK technical communicators, and ourselves could use.

Do you think the description we’ve used could be improved? If so, please use the comment box below.

Changing times in technical communication

Deepak Chopra quotation Flickr image  Celestine ChuaWe’ve been on the road in recent days and weeks, visiting different documentation teams, and we’ve found there are distinct signs of change.

In previous years, most documentation managers have effectively been saying to us their organisations weren’t really clear about the value of documentation. As the Technical Publications team usually amounts to less than 5% of the IT budget, the successful companies have, in the past, not worried about this and left the documentation team to work out for themselves what they should be doing. However, for organisations that have been watching every percent in the budget, they’ve reduced the spend on technical documentation to the bare minimum. Of course, in a recession that’s been quite a few companies.

Continue reading

Proving your technical content is the most important content on your website

In yesterday’s post, How technical content on the Web is turning traditional marketing strategy on its head, we discussed the importance of technical content to today’s marketing funnel. You might be thinking, show me more evidence.

Continue reading