content strategy: creating compelling content for internal audiences

Create Compelling and Useful Content

Kim MagdenMarch 12, 2014

Products

Tableau Desktop

Tableau Server

Tableau Public+ explore, visualize,

and analyze data+ answer questions+ create dashboards + deliver interactive

data experiences

+ web-based business intelligence

+ web analytics, reporting & dashboards

+ secure information and metadata management

+ enterprise integration and security

+ host interactive data on public web

+ tell stories and create conversations

+ social data collaboration

Tableau Online+ Tableau Server

functionality+ cloud hosting+ subscription pricing+ push data via Extracts+ connect to live cloud

sources

Tableau Product Development

Internal audience• product architects and developers• support, QA, test, and release

engineers• program & international project

managers • writers, designers, and researchers

Growing fast• hired over 100 people in last year • forecast to add another 100 this year

Keep content current

drive archive policyencourage feedback promote suggestion list

Communication channels evolving

from freeform, tribal knowledge

to curated, rationalized information

data dashboard

s

videos

managed topics

SharePoint

wiki

Partnering

Share usage stats• know who views content

• compare usage to product ship cadence

Watch email and chats• belong to active distribution lists

• lurk in active chat room

Listen to ad hoc conversations• kitchen, coffee machine, water cooler

• open office environment

• conference roundtable discussions

Guide content creation

Throughvideo interviews and demossticky note brainstormingcontent mockups top email questions / chat

discussionscontent audits and usage

reports

Case study 1: New Hire Learning Nuggets

content already existed • Licensing 101

• How to submit bugs

• How to enter backlog items

audience need defined steps to create video established and

repeatable

Case study 2: Data Connections

content completeness varied• 40 connections

audience• feature teams

• test

• technical partnerships

centralized & structured content

assigned team to maintain

Create compelling and useful content

know your audienceassess current and

future information needs

partner

Resources and references• Panopto (end-to-end video solution)• Confab, conference for content strategistBooks• Content Strategy for the Web

Kristina Halvorson • The Stranger’s Long Neck

Gerry McGovern • Content Everywhere

Sara Wachter-Boettcher