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… Read more »
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
According to Hyundai USA There’s nothing worse than buying a new luxury car only to sit down and have to learn about it through a boring owner’s manual. Thankfully, every Equus comes with a 16GB WiFi Apple iPad, and instead of the boring owner’s manual, the Equus Owner’s Experience app teaches you everything you need… Read more »