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.
Since 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.
One 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:
- One saying there are these people called technical communicators who could help your business.
- 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.
We’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.
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.
Kathy Sierra famously summed up most marketing departments’ approach to content in this slide:
To paraphrase her, the website and brochure are a thing of beauty, while the user manual is a thing of boredom.
Today, the way people use the Internet means this approach to marketing needs to change
Last night I saw presentations at the Content Strategy London Meetup from Rob Hinchcliffe (a community strategist), and Sara Treewater (Content project lead for Citi Private Bank’s Web and Mobile team) in which they both mentioned relationship marketing and how it was influencing content strategy.
If your marketing and sales strategy focuses on developing a relationship with your customers and prospects, it makes sense your pre- and post- sales content (such as user documentation) sustains and builds relationships as well. Joe Gollner has called this “relationship content”. This may mean giving people an opportunity to comment, and supplement, your user documentation. In other words, moving from a monologue to a dialogue.
This can be challenging for organisations, particularly for those where there are compliance and regulatory considerations. However, there may be little choice but to do this. Rob Hinchcliffe said in his presentation that, today, content is everywhere. There are unofficial information sources where Google will direct users, if you do not provide content that’s relevant and useful.
If this relationship goes further, you can gain a significant insight into how each individual customer and prospect behaves, and start to disrupt your industry sector. We discuss this in our latest post on the STC’s Notebook blog (we’ll post a link once the post has been published).
We’ve temporarily withdrawn our online copywriting skills training course, but don’t worry: an updated version of the course will be coming out soon.
The new course, developed by Dr Alan Rae, includes new content on telling your story in writing, as well as digital copywriting. Dr Rae is a Fellow, and former Regional Chair, of the Chartered Institute of Marketing.
Written communication is the foundation of Internet-based marketing – however it’s quite different from conventional copywriting. That’s because you have to allow for people having different reading styles online. You also have to address the issues of Google search and spam filtering when you are writing web pages or email content.
The new course is all about how to write digital copy. It comes in three short 20 minute modules. It updates the original single module with material on digital copywriting, and includes information from various research projects into what makes digital media attractive to a prospective customer.
It is ideal for Technical Authors and other technical writers who are also tasked with writing marketing copy, as well as those who simply need to improve their copywriting skills.
The new course will release December 2012/January 2013.
The course is also available as an on-site, classroom course. Contact us for details of this option.