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The future of tech comm is social. So what does that mean to content strategists? How do you even go about implementing a social strategy that makes sense for your organization without losing focus on your main object; content strategy? Now more than ever, online product and services documentation has become a critical business tool which is driving top-line revenue, decreasing support costs and increasing customer satisfaction. This session, led by Corey Ganser of MindTouch, will discuss the different levels of engagement: Company: Create a centralized knowledge base to gather and share ideas, how-to’s and intelligence from people who work the front lines every single day. See how customer support agents create fresh content from their Zendesk support tickets. Community: Engage with your users and customers in a space where livecontent can be easily moderated, rated, shared and more. See how companies like Autodesk, Mozilla and Washington Post moderate, share and socialize their community livecontent contributions. You, the Content Strategist: This isn’t just about making your job easier, it’s about allowing you to spend more time focusing on what you’re best at—content strategy. Attend this thought-provoking session and see how multi-billion dollar companies, like Autodesk, Mozilla, and Washinton Post are leveraging the power of their product and help docs to drive personalized marketing, leverage social intelligence and drive down support costs. This is a session for product, marketing and live content strategists.
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Who Cares About Your Content?Corey Ganser – MindTouch, Inc.
Follow me: @coreygansLavacon 2011
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Overview
• Why does your company care about content?
• Why does your community care about content?
• Why do you care?• What are the next steps?
Company
Why does your company care about content?
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In the Past:
– Documentation is a burdened requirement to launch a product
– Documentation costs money and doesn’t lead to revenue
– Documentation becomes stale fast because of the resources required to update
– Documentation doesn’t engage the community nor does it ask for feedback
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Present Day Opportunity: Strategic Asset
– Documentation• a key component to a prospects evaluation of the
product• helps users become experts of the product without
requiring a resource to hand hold = Customer is happy!
• allows users to extend functionality and properly execute your product/service the way it was intended
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Present Day Opportunity
• Corporate Productivity– Support – Decrease overhead in the support
department – Marketing – Leverage the content rich
documentation to search engine optimize your documentation
– Sales – Self qualifying leads – Product – feedback loops within
documentation
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Present Day Opportunity: Analytics
– Create an environment where content can be measured
• Marketing – Keywords, content, SEO• Sales – Sales pipeline, sales cycle length, self
qualifying prospects• Product – Product feedback and roadmap• Documentation – Successfulness of docs
Community
Why does your community care about content?
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Who do you write for?
– Prospects• How do prospects evaluate your company?
– Customers• How do you create loyal customers?• How do you turn customers into references?
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Prospects: What are they looking for?
–Solve a specific issue–Can they self serve?–Best practices–Understanding the
product/service–Organic Search ranking
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Customers: What are they looking for?
– Product knowledge to become experts– Fix a problem– New functionality/features– Community involvement– Feedback– Career enhancing knowledge– Expert on the product = Indispensible – Best Practices
You
Why do you care?
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New reasons to care
• You’re strategic benefit to the organization– Departments that rely on you: Marketing,
Sales, Support, and Product
• Community needs social interaction around documentation more than ever before
• Evolving documentation beyond reactive
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You: Is it time to take action?
• Share your passion• Individual enhancement• Satisfaction having a greater impact in the company
• More feedback from the community
What are the next steps?
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State of the Union
• What is the state of your documentation now?
– Do you allow users to provide written feedback on your documentation?
– Do you search engine optimize your documentation?
– Do you have analytics behind your documentation on what is most successful?
– Do you have analytics showing what users are searching for along with what they are and aren’t finding?
– Do you capture web analytics around the traffic of your documentation site?
– Do you allow SMEs within your company contribute to your documentation?
Flickr.com - TalkMediaNews
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State of the Union (cont.)
– Do you only provide your documentation in PDF format?
– Do you allow your support agents to contribute to your documentation?
– Do your support agents have access to the documentation that your community has access to?
– Is your documentation available within your product or do your users need to go to a different site to access it?
– If your documentation is within your product, do you need to wait until a product release in order to update it?
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State of the Union (cont.)
– Do you have a way of collaborating with SMEs around your documentation or do you find yourself stuck in email for information gathering?
– Does your documentation strategy expand beyond the product/tech docs dept?
– Is your sales team gaining intelligence from your documentation? (Sales/Marketing automation)
Where do you go from here?
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Scoping the new paradigm
• Identify new end points• Identify points of leverage• Operational efficiencies• Make sure the improvements benefit
all stakeholders – Company, Community, and You!
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Sample Publishing Pipeline <shameless plug>
“A better way to publish help and product content. A new way to create buyers.”
</shameless plug>
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Phased approach
• Breakdown the changes into phases– Phase 1 - Identify Platform/Tools/Technology– Phase 2 – Branding, Community accessible,
and capture feedback and analytics– Phase 3 – Extend documentation into
Product/Site/Service (Integration)– Phase 4 – Take time and money saved to go
on more vacations
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Companies that have taken this approach
• Autodesk• Exact Target – See demonstration on
November 16th at 3:30pm• Mozilla• Intuit
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Questions?
Thank you
Stop by the MindTouch booth to chat more about your content.
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Another great speech
• Smart Content: The Right Message to the Right Customer and the Right Time– Damien Howley from MindTouch and Amanda
Cross from Exact Target talk about Help 2.0 concepts and the steps to deploy a Help 2.0 solution.
– November 16th 3:30pm – 5:30pm
