blended deliverables

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Post on 27-Jan-2015

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We live in awesome times. Content Strategy, Information Architecture and User Experience Design con­tinue to grow and offer new ideas and tools to solve prob­lems and create amaz­ing results. Although each dis­ci­pline has processes and meth­ods to share their find­ings that are unique, there are common goals and pos­si­bil­i­ties for taking advan­tage of the over­laps and con­nec­tions between them. Blending these approaches and out­puts can foster tighter col­lab­o­ra­tion and create great work, not to men­tion save time and effort.

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O ME zOIe dOMTsWednesday, October 12, 11 24 25. 1 SttEc BETs Blde 2 AcTAl NeFS DevErle Wt, Wt? 3 BrnStm PEnTL 4 cOAbOTiV OpTNsWednesday, October 12, 1125 26. dEGn RdIGrEENWednesday, October 12, 11 26 27. mA iT dIUsSN bUNSdEGncOEN CheXRt IEWednesday, October 12, 1127 28. 1 SttEc ARCh Blde 2 AcTAl CU DevErle Wt, Wt? 3 BrnStm PEnTL 4 cOAbOTiV OpTNsWednesday, October 12, 1128 29. mA iT dIUsSN bUNSdEGncOEN CheXRt IEWednesday, October 12, 1129 30. i Ve Eao o X Xo XoX X oo oX XX oXWednesday, October 12, 11 30 31. B lm XaME 1 XaME 2 ...sO Ow wAt? UdICE ErSAs cOET LW bUDiN O ItWednesday, October 12, 11 31 32. B lm XaME 1 XaME 2 ...sO Ow wAt? 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NameProspectsCustomers MediaInvestorsOur technologies areWere a partner they can Every product we offer is leading the industry and Our portfolio of productsKey Message trust to support them in growing and getting better making customers more is protable and growingtheir challengessuccessfulClearly stated facts Findable, relevant content High-level introductions toPeer validation withcomplex conceptssuccess stories DataNeedsEasy to read and download samples and Ways to see ourRole-appropriate demosConnections to content abstractscustomers successesacross all our sitesProduct Blog Entries Solution Blog Entries Press ReleasesLeadership Blog EntriesCustomer success stories Leadership Blog Entries Customer Success StoriesSolution Blog EntriesIdeal Content DemosAnalyst Reports Partner ProlesPress ReleasesEducation Briefs Learning Path Pages WhitepapersCustomer Success StoriesFAQsLicensing Leadership Blog EntriesPartner ProlesWednesday, October 12, 11 39 40. 1 SttEc Befi aUEE 2 AcTAl NeFS pEOA BrnStm PEnTL Wt, Wt? 3 4 CoaBoti PotSWednesday, October 12, 11 40 41. 3Ted The Trekkie Tech ManagerLook deep enough and the logical choice appears. Ted is the primary information gatherer and provides a tactical voice in the decision making process. He needs to formulate a clear point-of-view on solutions by understanding the nature of integration programs and their common pain-points. He comes to us knowing the type of product hes looking for (often by name) and wants details. He needs to build a case for whatever solution he picks. Goals and mindsetHow to support Teds needs Deliver relevant and accurate information into the Guided navigation with dynamic ltering consideration process Role-appropriate demos Provide a robust context to facilitate decision Persuasive supporting content (case studies, making whitepapers) Needs to understand a solutions potential and constraints Typical tasksHow to exceed his expectations Find products (by category, product name or SKU) Content to skim now and save for later Research compatibility of products to his current Make sure content is easily shareable with his environmentteams and manager Gauge community sentiment around a products Show him an active community behind a releases product and let him ask questionsWednesday, October 12, 1141 42. ProspectsOur best prospects are the information gatherers of their companies, they are primarily technologymanagers and technical support pros looking for detailed information to support a purchase, often of aspecic product. they know their platform and install base backwards and forwards. We dont have to sellthem on a solution, we have to sell them on why our solution is right for them. more importantly theyknow the drill when it comes to marketing and favor content specically from dev teams and managers.Key MessagesWhat they need Were a partner they can trust for the long haul Peer validation Our products are successful in the marketplace Comments and sentiment from the install base We stand behind our products with regular release Role appropriate demoscycles and patchesHow we speak to themGreat content for them Marketing content in plain language Product blog entries Technical content in industry language Customer success stories Blog entries can dip into tech speak briey Demos Community forums by product and platformKey Editorial Calendar DatesContent Sources Budgets deadlines are typically in Q2 Demos outsourced to Bloomberg The lead up to SXSW is key Partnership with TechCrunch in negotiationsWednesday, October 12, 1142 43. 1 SttEc Befi aUEE 2 AcTAl NeFS pEOA BrnStm PEnTL Wt, Wt? 3 4 CoaBoti PotSWednesday, October 12, 11 43 44. mA iT dIUsSN bUNSdEGncOEN CheXRt IEWednesday, October 12, 1144 45. 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