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Get To Know Each Other
Bernard Aschwanden
www.publishingsmarter.com
Content is Content:
Marcomm IS Techcomm
09:11
1
@aschw...
Before We Begin
09:11@aschwanden4stc @AdobeTCS
2
@AdobeTCS
Who The Heck Am I?
09:11@aschwanden4stc @AdobeTCS
3
 Bernard Aschwanden
 A past President of
www.stc.org and founder of
...
Content is Content
09:11@aschwanden4stc @AdobeTCS
4
Tech Content MUST BE Part of Your Marketing
09:11@aschwanden4stc @AdobeTCS
5
The Informed Consumer
09:12@aschwanden4stc @AdobeTCS
6
Post-Purchase Evaluation
Purchase Decision
Evaluation and Selection...
Where Tech Comm Comes In
09:12@aschwanden4stc @AdobeTCS
7
Post-Purchase Evaluation
Purchase Decision
Evaluation and Select...
Pre-sale (Marketing) Post-sale (Tech comm)
8
Content Convergence
09:12@aschwanden4stc @AdobeTCS
Convergence Summary
09:13@aschwanden4stc @AdobeTCS
9
Marketing Technical
End users Identify end users early, target conten...
Post-sales:
Tech comm
Differences Do Exist, But It’s ONE Customer
09:13@aschwanden4stc @AdobeTCS
10
Pre-sales:
Marketing
E...
Seamless Consistent Experience
09:13@aschwanden4stc @AdobeTCS
11
Integration matters
09:13@aschwanden4stc @AdobeTCS
12
DITA for Different Readers
09:13@aschwanden4stc @AdobeTCS
13
Let’s Make It Friendly
09:13@aschwanden4stc @AdobeTCS
14
Publish DITA with Content Filters
09:13@aschwanden4stc @AdobeTCS
15
Build Your Own Based on DITA
09:13@aschwanden4stc @AdobeTCS
16
Go Further
09:13@aschwanden4stc @AdobeTCS
17
One User. One Set of Content.
09:13@aschwanden4stc @AdobeTCS
18
Output Could Apply To All
09:13@aschwanden4stc @AdobeTCS
19
Filtered for the Base
09:14@aschwanden4stc @AdobeTCS
20
Filtered for the Luxe
09:14@aschwanden4stc @AdobeTCS
21
Implementation
09:15@aschwanden4stc @AdobeTCS
22
Expanding on the Experience
09:14@aschwanden4stc @AdobeTCS
23
The Right Content, The Right Place, The Right Time
09:11@aschwanden4stc @AdobeTCS
24
Page Header Content
Body Content
Mark...
Mix. Match. Repeat.
09:11@aschwanden4stc @AdobeTCS
25
Conclusion
09:11@aschwanden4stc @AdobeTCS
26
Final words
09:11@aschwanden4stc @AdobeTCS
27
www.publishingsmarter.com
09:11@aschwanden4stc @AdobeTCS
28
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Techcomm is Marcomm (Writers UA)

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Convergence is here. What we create in #techcomm applies to #marketing (and #sales, #hr, and many others).

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Techcomm is Marcomm (Writers UA)

  1. 1. Get To Know Each Other Bernard Aschwanden www.publishingsmarter.com Content is Content: Marcomm IS Techcomm 09:11 1 @aschwanden4stc @AdobeTCS
  2. 2. Before We Begin 09:11@aschwanden4stc @AdobeTCS 2 @AdobeTCS
  3. 3. Who The Heck Am I? 09:11@aschwanden4stc @AdobeTCS 3  Bernard Aschwanden  A past President of www.stc.org and founder of Publishing Smarter  Help teams make the case that content is the key business asset with a focus on how content makes or breaks a relationship
  4. 4. Content is Content 09:11@aschwanden4stc @AdobeTCS 4
  5. 5. Tech Content MUST BE Part of Your Marketing 09:11@aschwanden4stc @AdobeTCS 5
  6. 6. The Informed Consumer 09:12@aschwanden4stc @AdobeTCS 6 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
  7. 7. Where Tech Comm Comes In 09:12@aschwanden4stc @AdobeTCS 7 Post-Purchase Evaluation Purchase Decision Evaluation and Selection of Alternatives Information search Problem recognition
  8. 8. Pre-sale (Marketing) Post-sale (Tech comm) 8 Content Convergence 09:12@aschwanden4stc @AdobeTCS
  9. 9. Convergence Summary 09:13@aschwanden4stc @AdobeTCS 9 Marketing Technical End users Identify end users early, target content for their needs. Provide an always-on dialogue aligned with end users. Multi-channel publishing Provide content in appropriate formats, including HTML, PDF, and applications. Level of technical detail Always high-level, now increasingly technical. Always technical, now increasingly focussed on higher level, including users’ business goals. Type of content Articles, blogs, tweets, case studies, whitepapers, advertising, promotions, etc. Integrated marketing communications helps customers understand what the product does and decide if the product solves their problem. Books, guides, and topics, where the aim is to provide a library of content to help users understand and use the product.
  10. 10. Post-sales: Tech comm Differences Do Exist, But It’s ONE Customer 09:13@aschwanden4stc @AdobeTCS 10 Pre-sales: Marketing End Users/ Customers/ Potentials
  11. 11. Seamless Consistent Experience 09:13@aschwanden4stc @AdobeTCS 11
  12. 12. Integration matters 09:13@aschwanden4stc @AdobeTCS 12
  13. 13. DITA for Different Readers 09:13@aschwanden4stc @AdobeTCS 13
  14. 14. Let’s Make It Friendly 09:13@aschwanden4stc @AdobeTCS 14
  15. 15. Publish DITA with Content Filters 09:13@aschwanden4stc @AdobeTCS 15
  16. 16. Build Your Own Based on DITA 09:13@aschwanden4stc @AdobeTCS 16
  17. 17. Go Further 09:13@aschwanden4stc @AdobeTCS 17
  18. 18. One User. One Set of Content. 09:13@aschwanden4stc @AdobeTCS 18
  19. 19. Output Could Apply To All 09:13@aschwanden4stc @AdobeTCS 19
  20. 20. Filtered for the Base 09:14@aschwanden4stc @AdobeTCS 20
  21. 21. Filtered for the Luxe 09:14@aschwanden4stc @AdobeTCS 21
  22. 22. Implementation 09:15@aschwanden4stc @AdobeTCS 22
  23. 23. Expanding on the Experience 09:14@aschwanden4stc @AdobeTCS 23
  24. 24. The Right Content, The Right Place, The Right Time 09:11@aschwanden4stc @AdobeTCS 24 Page Header Content Body Content Marketing Body content pulled from marcom. Conceptual or informative, and related to page specific messaging. Tech Comm Body content pulled from tech comm. Task, concept, or reference, and related to page specific messaging.
  25. 25. Mix. Match. Repeat. 09:11@aschwanden4stc @AdobeTCS 25
  26. 26. Conclusion 09:11@aschwanden4stc @AdobeTCS 26
  27. 27. Final words 09:11@aschwanden4stc @AdobeTCS 27
  28. 28. www.publishingsmarter.com 09:11@aschwanden4stc @AdobeTCS 28

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