Sarah O’Keefe talks about why your technical communication needs to become part of your marketing strategy.
“Technical content is being read before the sale. Buyers are not limiting themselves to what they can find in your marketing content, they’re looking for what matters to them and what they’re trying to do.”
—Sarah O’Keefe
Gretyl Kinsey shares some examples of digital content production done well and not-so-well, and discusses practical tips for ensuring that you make the most out of your digital transformation.
“Digital transformation is the use of technology to enrich information delivery.”
—Gretyl Kinsey
“Whether you like it or not, your prospects already use technical content.”
In the paper age, it cost money to distribute information. That gave big organizations some control over information flow. A prospect interested in purchasing a product would get “pre-sales” information–marketing materials, sales pitches, and perhaps a data sheet. Only after buying the product could the prospect access “post-sales” information, such as technical content. (Buyers could and did request technical information from their sales representative, but the decision whether or not to provide the information rested with the organization.)
But in the digital age, information distribution is free, and that makes it difficult or impossible to control what information people receive. As a result, the distinction between pre-sales and post-sales content is blurring. If you are in the market for a new desk, and you’re considering “some assembly required” options, you might take a look at the assembly guide. If the build process looks daunting, a not-so-handy person may look elsewhere. If you’re considering a piece of software, you might glance at the user documentation to see whether tasks are explained clearly at a level that makes sense to you.
In episode 79 of The Content Strategy Experts podcast, Gretyl Kinsey and Bill Swallow continue their discussion and talk about solutions to quick fixes.
“A big part of your content strategy should be how requests come in, how the timelines are built, and what you’re responding to and how you’re responding to them in the first place.”
—Bill Swallow
In episode 78 of The Content Strategy Experts podcast, Gretyl Kinsey and Bill Swallow talk about the true cost of quick fixes in your content strategy.
“Even if a quick fix might save you some time or a little bit of upfront cost or upfront effort on planning, it’s almost always going to add costs in the long run.”
—Gretyl Kinsey
Migrating to DITA means more than just adding element tags. There are a few common holes in migration strategies that can prevent you from reaping all of the benefits of the converted DITA content. To avoid that mistake, make sure you have a plan in place for:
These should be important factors when migrating your content to DITA, and they will require new workflows and changes in the way you handle the relationships in your content.
Sarah O’Keefe discusses general best practices for CCMS implementations, along with a specific focus on the AEM DITA CCMS.
“You then configure AEM XML to support your content model with specialization, constraints, and authoring experience. You can build authoring templates that give people a framework to work in and you can also customize the actual user experience.”
—Sarah O’Keefe
When it comes to mobile strategy, the question has shifted from, “Do I need a mobile strategy?” to “Should my strategy be mobile-first?” A mobile-first strategy prioritizes the delivery of mobile content over other options.
In episode 77 of The Content Strategy Experts podcast, Alan Pringle talks with Chris Hill of DCL about content reuse and what it looks like across different industries.
“You really have to start seeing content creation as a collaboration and build trust between the people who create content.”
—Chris Hill
An organization’s first foray in DITA and structured content is most often driven by one of the following:
