@sarahokeefe

Unified Content Development

flickr: youngandwithit

Sarah O’Keefe Scriptorium

Sarah O’Keefe

@sarahokeefe

flickr: johnloo, alicehenneman booleansplit

Likes Dislikes

Slides are available

@sarahokeefe

❖ http://www.slideshare.net/Scriptorium/unified-content-development-integrating-tech-comm-marcom-and-technical-support

❖ or http://tiny.cc/integratingcontent

The stereotypes

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flickr: mollystevens

Marcom

@sarahokeefe

flickr: Piutus

Techcomm

@sarahokeefe

flickr: thoth-god

Tech support

@sarahokeefe

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@sarahokeefe

❖ www.youtube.com/watch?v=-DbCB8freZs

Training

@sarahokeefe

flickr: ifindkarma

Nobody tells the complete story.

@sarahokeefe

flickr: dullhunk

Reality: They complement each other.

@sarahokeefe

❖ Marcomm goal:

Before the sale or after?

@sarahokeefe

Before the sale or after?

@sarahokeefe

@sarahokeefe

0%

25%

50%

75%

100%

Pre-sales Post-sales Return customer

Marcom Techcomm Training Tech support

@sarahokeefe

0% 25% 50% 75% 100%

The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe

Brands have a holistic view of customers

0% 25% 50% 75% 100%

81%

The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe

Customers who say their retailer understands them.

0% 25% 50% 75% 100%

37%

The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe

Communications are usually relevant.

0% 25% 50% 75% 100%

35%

The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe

If the instructions are confusing or incomplete, how does that make you feel about the products you buy? (Choose all that apply)

http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf

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http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf

@sarahokeefe

Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005

@sarahokeefe

Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005

Closing the delivery gap

@sarahokeefe

❖ “They focus, above all else, on treating their most profitable customers in ways that ensure that they come back for more and recommend the company’s products and services to their friends.”

Source: http://www.bain.com/Images/BB_Closing_delivery_gap.pdf, 2005

Comparing marcom and techcomm

@sarahokeefe

Your turn

@sarahokeefe

Marcom Techcomm

Details? Few Many

Impact on revenue? Lots None

Purpose Persuade Inform

Analytics Yes Rarely

Affects product positioning

Yes Not on purpose

When read? Before buy After buy

@sarahokeefe

Marcom Techcomm

Details? Many Many

Impact on revenue? Lots Lots

Purpose Persuade/inform Persuade/inform

Analytics Yes Increasing

Affects product positioning

Yes Yes

When read? Before buy Before & after

@sarahokeefe

Techmarcom(m)

Details? Many

Impact on revenue? Lots

Purpose Persuade/inform

Analytics Yes

Affects product positioning

Yes

When read? Before & after

What are the obstacles to unified content development?

@sarahokeefe

Your turn

Obstacles

@sarahokeefe

❖ Culture

❖ Staff background, focus, interests

❖ Silos

❖ Reporting structure

❖ Attitude

❖ Perspective

Photo: Ildar Sagdejev

Obstacles

@sarahokeefe

❖ Culture

❖ Staff background, focus, interests

❖ Silos

❖ Reporting structure

❖ Attitude

❖ Perspective

How do we address the organizational problem?

@sarahokeefe

Your turn

@sarahokeefe

The organizational problem

Marcom

CEO

CTOCOOCIOCMO

TechcommSupport Training

@sarahokeefe

The organizational problem

Marcom

CEO

CTOCOOCIOCMO

TechcommSupport Training

CCO?

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

Can you envision a chief content officer?

@sarahokeefe

Your turn

Obstacles

@sarahokeefe

❖ Culture

❖ Staff background, focus, interests

❖ Silos

❖ Reporting structure

❖ Attitude

❖ Perspective

Photo: Petr Kratochvil

“An information silo is an insular management system incapable of reciprocal operation with other, related information systems.”

@sarahokeefe

https://en.wikipedia.org/wiki/Information_silo

Your silos are of no interest to customers, except when they cause problems.

@sarahokeefe

@sarahokeefe

Credit: Victor de Schwanberg/Science Photo Library

@sarahokeefe

Credit: Victor de Schwanberg/Science Photo Library

PowerPoint

Why do silos exist?

@sarahokeefe

Your turn

@sarahokeefe

1. Department

2. Channel

3. Discipline

4. Customer/user phase

5. Feature

http://review.content-science.com/2014/02/5-types-of-content-silos-to-break-down/

@sarahokeefe

Dear Sarah,

Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support?

Signed, Anxious in Anonymity

@sarahokeefe

Dear Sarah,

Should user docs use the same fonts as marketing collateral or instead use fonts that cater best to usability and platform (web, mobile, etc.) support?

Signed, Anxious in Anonymity

How can you remove silos?

@sarahokeefe

Your turn

@sarahokeefe

Silo Silo

Silo Silo

@sarahokeefe

SiloSiloSiloSilo

@sarahokeefe

Silo Silo

Silo Silo

@sarahokeefe

Silo Silo

Silo Silo

Obstacles

@sarahokeefe

❖ Culture

❖ Staff background, focus, interests

❖ Silos

❖ Reporting structure

❖ Attitude

❖ Perspective

Flickr: ricardo

@sarahokeefe

@sarahokeefe

Design is the process of deciding how information is presented to the person who needs it.

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Automation applies design to content without human intervention.

@sarahokeefe

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Snowflakes are a problem.

@sarahokeefe

Wikimedia Commons

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

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@sarahokeefe

How can we move toward unified content development?

@sarahokeefe

Your turn

flickr: sv1ambo

Content strategy assessment

@sarahokeefe

❖ Content inventory/audit

❖ Business goals

❖ Gap analysis

❖ Recommendations

❖ Requirements

❖ Roadmap

Content inventory/audit

@sarahokeefe

How bad is your content?

@sarahokeefe

http://www.scriptorium.com/2015/10/content-strategy-triage

Minimum viable content

@sarahokeefe

http://www.scriptorium.com/2013/12/minimum-viable-content/

Alignment of business objectives

@sarahokeefe

flickr: jsjgeology

Content strategy roadmap

@sarahokeefe

flickr: sv1ambo

Content strategy roadmap

@sarahokeefe

❖ Goals

❖ Constraints

❖ Budget

❖ Phase 1: Pilot

❖ Phase 2: Main effort

❖ Phase 3: Advanced effort

What are some examples of business goals?

@sarahokeefe

Your turn

Confronting external dependencies

@sarahokeefe

flickr: valeriebb

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

@sarahokeefe

Other people’s data

@sarahokeefe

❖ Extract

❖ Modify

❖ Connect

flickr: heipei

Other people’s platform

@sarahokeefe

❖ Publish your information to their platform?

flickr: Wellness GM

Other people’s content

@sarahokeefe

❖ Put in your repository?

❖ Create a connector to different repository?

❖ In which direction(s) does information flow?

flickr: epsos.de

Not dependency, integration!

@sarahokeefe

flickr: Trevor Botting

@sarahokeefe

Do you need better systems?

flickr: jpgufffogg

Vendor assessment

@sarahokeefe

flickr: jawsnap

What are the risks of integration?

@sarahokeefe

Your turn

@sarahokeefe

Content convergence is happening. Slowly.

@sarahokeefe

Questions?

@sarahokeefe

@sarahokeefe

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