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 »
Tag: ROI
The hidden cost of technical writing – localisation
I met up with a Technical Author at the Technical Communications UK 2013 conference whom I’ve been talking to on the phone over recent months. She’s been trying to convince her bosses that they should take a less chaotic approach to producing user documentation. I’d previously suggested she look at how much it was costing… Read more »
Proving your technical content is the most important content on your website
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.
How technical content on the Web is turning traditional marketing strategy on its head
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
Write and own your content, or someone will write and own it for you
Adrian Baniak has written an article (3 Ways to Engage with Today’s Empowered Consumer) about how brands can “cut through the clutter” and communicate with their customers and prospect. He states one of the key ways to do this is “Write Your Own Tale, Or Someone Else Will Do It First”. This mantra was originally made… Read more »