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Colleen Jones, MA @leenjones Make Your Content Matter Become a Jedi Master of the Digital Universe STC Summit 2012 #stc12

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Colleen Jones explores how technical communication and content strategy make content better serve business functions like sales, marketing, and customer service. Presented at STC Summit 2012.

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Page 1: Make Your Content Matter

Colleen Jones, MA @leenjones

Make Your Content Matter Become a Jedi Master of the Digital Universe

STC Summit 2012 #stc12

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A. B. C.

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90% of HP sales come from online content.

Gilbane Conference 2009

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 Why is the digital universe complex?

 Why is that an opportunity + challenge for you as technical communicators?

 What is the solution?

 What are some examples in action?

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print software help web

tech support!

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microsites

applications

Today, your companies have myriads of digital touchpoints.

mobile website

mobile phone apps

mobile tablet apps

digital signage

kiosks

websites

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Content does more business jobs than ever.

sales! marketing!customer service!

tech support!

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Customer expectations about content are changing.

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You’re Jedi Masters of documentation.

How can you master the digital universe?

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content strategy

tech comm

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science (n)!

1. applying known skill or technique"

2. discovering + organizing new knowledge"

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science (n)!2. discovering + organizing new knowledge"

> "apply known techniques to " "new situations"

> "experiment with +" " " " "study new techniques " "or phenomena"

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We analyzed the content + situation.

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Chunk the common services.

Get to the point.

Clarify wording.

Prioritize so the comparison is clear + scannable.

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Useful summary

Content to answer what, how, + why

Visuals + video of the product

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Name one opportunity to apply a known technique to a

new situation.

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science (n)!2. discovering + organizing new knowledge"

> "apply known techniques to " "new situations"

> "experiment with +" " " " "study new techniques " "or phenomena"

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Many sources with many

tones.

No curator tone.

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Tone is a trademark.

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WHAT THE STARTUP WANTS TO CONVEY

HOW USERS INTERPRET

GUIDES

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HOW USERS INTERPRET Test tone with users. HOW USERS

INTERPRET

•  Develop tone concepts.

•  Test for balance of credibility + distinction in interviews.

•  Refine + verify with survey.

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Content + Credibility Study

Report: content-science.com/the-study

Article: (Re)consider the Source, contentsmagazine.com

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What opportunities do you see to experiment or study?

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You have the power to master the digital universe.

Apply what you know in new ways.

Experiment with new approaches.

Study new phenomena.

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Make Your Content Matter Colleen Jones, MA @leenjones [email protected]

STC 2012 #stc12