Ending the Cold War between Marcom and Techcomm
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Transcript of Ending the Cold War between Marcom and Techcomm
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Ending the Cold War between Techcomm and
MarcomSarah O’Keefe, @sarahokeefe
contentstrategy101.com
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Sarah O’Keefe @sarahokeefe❖ Founder and president, Scriptorium
Publishing, www.scriptorium.com
❖ Based in North Carolina
❖ Coauthor with Alan Pringle of Content Strategy 101
❖ Interested in collision of content, publishing, and technology
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contentstrategy101.com
flickr: mollystevens
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Marcom
flickr: Piutus
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Techcomm
flickr: thoth-god
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Neither tells a complete story.
flickr: dullhunk
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Reality: Techcomm and marcom are complementary
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C.C. Fulps, U.S. Navy Naval History and Heritage Command, NH 98391
What causes friction between techcomm and marcom?
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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
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Division
flickr: ornellas
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contentstrategy101.com
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
![Page 12: Ending the Cold War between Marcom and Techcomm](https://reader030.fdocuments.net/reader030/viewer/2022020306/55516d6cb4c9057e458b472c/html5/thumbnails/12.jpg)
contentstrategy101.com
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
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Techmarcom(m)
Details? Many
Impact on revenue? Lots
Purpose Persuade/inform
Analytics Yes
Affects product positioning
Yes
When read? Before & after
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The organizational problem
flickr: dcagne
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Marcom
CEO
CTOCFOCIOCMO
Techcomm
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Marcom
CEO
CMO CIO CFO CTO
Techcomm
CCO?
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contentstrategy101.com
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Breaking down barriers
flickr: brostad
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Building relationshipsflickr: mmechtley
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Potential cooperation: datasheets❖ Usually considered marketing content
❖ But includes reference data and other specifications
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Mostly techcomm
Marcom
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All marcom
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page 1, all marcom
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page 3, all techcomm
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The datasheet puzzleflickr: mmechtleyflickr: epitti
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contentstrategy101.com
Datasheet development
❖ Who is the owner?
❖ Who is the contributor?
❖ What does the content workflow look like?
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contentstrategy101.com
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Convergenceflickr: NASA Goddard Photo and Video
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Mutual benefits
❖ Techcomm
❖ Use marketing to get tech comm resources
❖ Marcom
❖ Use techcomm to clarify features and benefits
❖ Prove claims of leading-edge capabilities
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Techcomm and SEO benefits❖ Use techcomm to drive web site traffic
❖ Use techcomm to improve reputation for content
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Perhaps less of this…
flickr: slidingsideways
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Maybe more of this…
flickr: slidingsideways
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Put this in the past…
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Let’s end the Cold War.Photo: Wikipedia
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Learn from history…
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Questions?flickr: dtcchc
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Contact information
❖ Sarah O’Keefe
❖ www.scriptorium.com
❖ @sarahokeefe
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❖ Or free on contentstrategy101.com