Over recent years, we have seen many presentation on how marketing and technical communications content shouldn’t sit in separate “silos”, never to be shared between each department. Unfortunately, it’s not simply a case of getting both to agree to share content. In the book Selling the wheel, Jeff Cox and Howard Stevens tell the story of… Read more »
Category: content marketing
Technical Authors are normally seen as masters of writing user documentation, but their skills are not often applied to other areas of the business. For example, it’s usually the case our clients for software documentation are different from our procedures writing clients. However, we’re currently working for a client where we began by editing a… Read more »
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… Read more »
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