Prospective customers today know more about products than they have ever done. Many people tend to search for the solution to their problem on the Web and through Social Media before they buy a product or service, and many of them never even touch the product before buying it. This means the “marketing funnel” has changed into a loop…. Read more »
Category: marketing
Unifying pre- and post- sales content
From the Cherryleaf Podcast: We ask, should marketing and technical communiations be unified?
Breaking down the marketing and techcomm content silos – not as simple as it seems
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 »
Using Hemingway on our website
Last week, we used the Hemingway app to highlight any unclear pages on our main website. The app highlighted four pages where we’d used the passive voice or very long sentences. The first inclination was to think our readers are cleverer, our content is more technical, it’s not possible to rewrite those parts. We found, of course, we… Read more »
Can a Technical Author be a master of more than one trade?
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 »