Content strategy in technical communication

Sarah O’Keefe
Scriptorium Publishing

Wednesday, November 16, 2011

❖ Yes, you can have the slides.
❖ Sorry, there is no transcript.
❖ Please ask questions.
❖ My Twitter ID: @sarahokeefe


❖ Founder and president, Scriptorium
Publishing
❖ Content strategy for
technical communication
❖ Interested in collision of
content, publishing, and
technology


❖ Founder and president, Scriptorium
Publishing
❖ Content strategy for
technical communication
❖ Interested in collision of
content, publishing, and
technology

Lipstick?!


❖ “The practice of planning for content
creation, delivery, and governance”
- Kristina Halverson (@halvorson)
❖ “A repeatable process or methodology
that manages content within the entire
content lifecycle” - Rahel Bailie
(@rahelab)


❖ Authoring and editing
❖ Storage
❖ Management
❖ Reuse
❖ Localization


❖ Determine deliverable formats
❖ Generate deliverables from content


❖ Distribute to a public web server
❖ Package in a software build
❖ Send to printer and ship to customers
❖ Manage access restrictions


❖ Archive
❖ Delete
❖ Revoke
❖ Expire


❖ Web content strategy: persuasive content
❖ Tech comm: technology transfer
❖ “Buy our stuff” versus “use our stuff”


ﬂickr: joni1973

❖ Regulatory requirements
❖ Company positioning
❖ Avoid more expensive support options
❖ Marketing


KayakStackers

MINIMUM CROSSBAR SPREAD 30”

KAYAK STACKER (2X)

HEAVY DUTY STRAPS (2X)

CARRIAGE BOLTS (4X)

SNAP AROUNDS (4X)

HEX KEYS (4X)

BOW/STERN TIE DOWN (2X) (Refer to bow/stern tie down instructions
for correct assembly and installation.)

IMPORTANT WARNING
IT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER
ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO
OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR
TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ
AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION
OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE
AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A
PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP.
Part #1033394 Rev.A
1033394A-1/12


KayakStackers

MINIMUM CROSSBAR SPREAD 30”

KAYAK STACKER (2X)

HEAVY DUTY STRAPS (2X)

CARRIAGE BOLTS (4X)

SNAP AROUNDS (4X)

HEX KEYS (4X)

BOW/STERN TIE DOWN (2X) (Refer to bow/stern tie down instructions
for correct assembly and installation.)

IMPORTANT WARNING
IT IS CRITICAL THAT ALL YAKIMA RACKS AND ACCESSORIES BE PROPERLY AND SECURELY ATTACHED TO YOUR VEHICLE. IMPROPER
ATTACHMENT COULD RESULT IN AN AUTOMOBILE ACCIDENT, AND COULD CAUSE SERIOUS BODILY INJURY OR DEATH TO YOU OR TO

20% of front page OTHERS. YOU ARE RESPONSIBLE FOR SECURING THE RACKS AND ACCESSORIES TO YOUR CAR, CHECKING THE ATTACHMENTS PRIOR
TO USE, AND PERIODICALLY INSPECTING THE PRODUCTS FOR ADJUSTMENT, WEAR, AND DAMAGE. THEREFORE, YOU MUST READ
AND UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS SUPPLIED WITH YOUR YAKIMA PRODUCT PRIOR TO INSTALLATION
OR USE. IF YOU DO NOT UNDERSTAND ALL OF THE INSTRUCTIONS AND CAUTIONS, OR IF YOU HAVE NO MECHANICAL EXPERIENCE
AND ARE NOT THOROUGHLY FAMILIAR WITH THE INSTALLATION PROCEDURES, YOU SHOULD HAVE THE PRODUCT INSTALLED BY A
PROFESSIONAL INSTALLER SUCH AS A QUALIFIED GARAGE OR AUTO BODY SHOP.
Part #1033394 Rev.A
1033394A-1/12


?!


Twitter: @mbakeranalecta, November 12, 2011

ﬂickr: amagill

❖ Meet regulatory requirements
❖ Reduce volume of support calls
❖ Avoid legal exposure
❖ Increase product market share by
highlighting feature set
❖ Increase product visibility
❖ Build user community and thus loyalty


ﬂickr: Rudy Letsche

❖ Tools & technologies
❖ Tactics
❖ Strategy
❖ Implementation


ﬂickr: Michael Gwyther-Jones

❖ Goal
❖ Strategy
❖ Tactics
❖ Implementation
❖ Tools
❖ Technology


❖ Provide customers with multiple ways to
access needed information
❖ Embed information in software
❖ Deliver content that complies with
regulations (duh)
❖ Deliver attractive content for improved
market positioning


I hate you now.


❖ Implementation
❖ Tools
❖ Technology


ﬂickr: aigle_dore

ﬂickr: casarico

❖ Financial
❖ Organizational
❖ Regulatory
❖ Legal
❖ Cultural

ﬂickr: quinnanya

Possible
solutions


ﬂickr: prilﬁsh

ﬂickr: antarcticabound

ﬂickr: edsweeney

❖ Best delivery format?
❖ Best way to create that format?


ﬂickr: mockstar

❖ Implementation risk
❖ Obsolescence
❖ Market share
❖ Technical deﬁciencies


allaboutprops.com

ﬂickr: zoomzoom

ﬂickr: petriﬁedforestranger

❖ Sarah O’Keefe
❖ okeefe@scriptorium.com
❖ Twitter: @sarahokeefe
❖ www.scriptorium.com
❖ BTW, we’re hiring.


Content strategy in technical communication

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