TechComm 2020: Get Ready to be Part of the Content Era

Понравилась презентация – покажи это...

Слайд 0

#tmaldous #LavaCon TechComm 2020: Get Ready to be Part of the Content Era Tom Aldous, Acrolinx http://www.linkedin.com/in/tmaldous http://twitter.com/@tmaldous http://tmaldous.com

Слайд 1

Great Job Jack!

Слайд 2

About Predictions

Слайд 3

We Were Promised This

Слайд 4

We Finally Got This

Слайд 5

They Predicted This

Слайд 6

We Finally Got This

Слайд 7

They Predicted This

Слайд 8

We Finally Got This

Слайд 9

Now It’s My Turn, But First

Слайд 10

We’re Drowning in Content Every Sixty Seconds 140 blog posts 600 new YouTube videos 570 new websites 168,000,000 emails 98,000 tweets

Слайд 11

But for Marketers, It’s Not Enough in 2013

Слайд 12

“Creating & distributing great content – findable, relevant, valuable, engaging – to attract and acquire a target audience in order to drive profitable customer interactions.” “Content Marketing” Definition

Слайд 13

And They’re Succeeding since 2013

Слайд 14

This won’t end well… “Crap. The Content Marketing Deluge.” by Velocity Partners

Слайд 15

Why Has Content Become so Important?

Слайд 16

Relationships Now Built on Content B2B buyers complete from two-thirds to 90% of their buying decision before they engage with the vendor. – Forrester Research Until then, buyers rely only on content to influence what they think of you.

Слайд 17

Technical Content Matters For almost 89 percent of buyers, high-quality technical content is either important (33 percent) or very important (56 percent) to their initial purchase decision. – IBM Survey Your technical content influences buyers even before they become customers.

Слайд 18

Technical Content Directly Drives Revenue Documentation “is actually feeding top-of-the-funnel activity… Some companies are reporting that documentation is bringing in over 50 percent of their qualified leads.” – “The Evolution of User Manuals,” Forbes Your technical content may even matter more than promotional content.

Слайд 19

We’ve Entered the “Content Era”

Слайд 20

Technical Content Drives Customer Satisfaction Too According to a survey, 72 percent of respondents indicated that they would rather find help on their own, without calling a help line. – Forrester Research Technical content matters more than ever to satisfy our DIY customers.

Слайд 21

Are Customers Satisfied? Nope. Only 1 percent of consumers feel that their expectations for a good customer experience are always met. – Harris Interactive Survey

Слайд 22

What do Customers do about it? 89 percent of consumers began doing business with a competitor following a poor customer experience. – Harris Interactive Survey

Слайд 23

Your Time Has Come!

Слайд 24

Technical Information at Point of Sale “How documentation will save the world of CXM” by Digital Clarity Group

Слайд 25

Social Engagement “Professional writers now have tools to collaborate with their audience easily… “… we are witnesses to the age of information shifting to the age of interaction…”

Слайд 26

Titles are Changing Content Designer Content Developer Information Experience Designer ?

Слайд 27

Why? Because Responsibilities are Changing: At EMC, technical writers create blogs & white papers to promote their technical content At Microsoft, technical writers develop videos & infographics At Juniper Networks, technical documentation has merged with marketing to become the company’s “content engine” Lines between TechComm & Marketing are blurring – even disappearing.

Слайд 28

Marketers Need Your Expertise They need what you can do for content: Intelligent Multichannel Dynamic It’s time to build alliances with Marketing.

Слайд 29

Position Yourself to Your Executives

Слайд 30

Speak to Executives in Their Terms, Not Yours You should offer: Better customer experience Better customer support Greater customer satisfaction Geographical expansion Accelerating time-to-market Lower exposure to liability Lower costs/higher productivity You can back it up with: More consistent touchpoints Improved findability & comprehension Higher content quality: more understandable & consistent Lower translation costs Faster editing & translation Greater content accuracy Less work for SMEs, editors, reviewers & translators

Слайд 31

Cutting Costs is Not Enough Almost every internal request for investment promises to cut costs. More important is your proposal’s contribution to your company’s high-level goals.

Слайд 32

Deliver Relevant Metrics Driven by Facts, Interviews & Surveys Not this: How many words we write How many pages we publish How many rewrites we endure How many releases we support How much more work we’re doing than before This: Customer satisfaction Customer surveys Customer engagement (e.g., page views, time on site) Comparisons to industry benchmarks How we could serve company’s goals even better

Слайд 33

My Prediction The Content Era is finally arriving Your ability to communicate clearly, objectively, and appropriately for your audience is more important than ever What we do is going to be most valuable to Marketers Get ready to ask for that big raise

Слайд 34

Thank you! tom.aldous@acrolinx.com