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… 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
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… Read more »
We’ve temporarily withdrawn our online copywriting skills training course, but don’t worry: an updated version of the course will be coming out soon.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… Read more »