What do we measure in Tech Comm? (part 2)
In a previous article, I talked about some typical things we measure in Tech Comm and technical writing. I suggested that the traditional KPIs were often stupid. And some interesting suggestions came out of that in the comments. In this article, I’m going to start talking about tech comm in the business context and why that matters. Let’s start with Marketing and Sales. What does Marketing care about? I’m the first to admit I used to call the people over in marketing “weenies”. I was wrong. I didn’t...
read moreWhat do we measure in Tech Comm?
This is the first of a multi-part series, discussing measures and KPIs in Tech Comm. Measuring success is required to show results in the business space. Very few businesses allow projects for the sake of allowing a project—they want to see money results from a project. Businesses want to see a Return on Investment (ROI), a cost savings, or a cost avoidance. Additionally, there is the thought that you can only improve that which you measure (this may or may not be true, but it’s a often quoted). But what do we measure in Tech Comm?...
read moreContent strategy – Complete or Done?
When I was 18 years old, I realized I didn’t know much. I also knew this was the nature of being 18 but I still felt I should fix it – I should know more. I was a US Army wife, living in Naples, Italy and for reasons I don’t remember, we had an encyclopedia set. I decided to read the encyclopedia, starting at A and reading to Z. I felt this was a reasonable solution to not knowing. It was, in a way, a content strategy. Complete information? My reasoning was something along the lines of “I don’t know anything....
read moreWrapping up your content strategy
Here in inland So Cal, it’s a cold and pretty year thus far in 2015. Here’s hoping your content strategy heats up this year! The 5 top content development articles last year 2014 was the year when everyone discovered the importance of effective content strategy and content management. Pre- and post-sales content is starting to get the attention it needs to improve the customer experience overall. I thought I’d share the top 5 articles I wrote from last year. Your content or your product will never be Jimmy Buffett. Read...
read moreAre you helping your customer segments?
Customer segments are the definable differentiations in your customers. For example, your customers over or under XX number of dollars in size, or the number of Spanish speaking customers or really any other way your customer base can divide out. Why is customer segmentation important? Customer segmentation is getting more important to businesses as big data becomes more available. It allows us to better understand who our customers are, what they are doing, and what we can do to help them stay engaged with us. Engaged customers are worth...
read more5 reasons why content creation/development vendors have it wrong
Note: Since I wrote this, I’ve discovered 2 other blog posts on this subject: Mark Baker JoAnn Hackos Clearly, this is an issue. [update added 11/14/14] I’ve spent the last few months getting new content development tools set up or helping to change the workflow. And (in my opinion), no content development vendor has it right yet. Here’s my top 5 reasons why: 5. You have to be an expert in the tool The vendors assume people will become expert in the tools. This is dumb for many situations. For example, in the oil and gas...
read moreContent development and storytelling
In the world of content development and marketing, storytelling is huge. To attract people to your brand, the thinking goes, tell good stories. Good stories keep people interested in your brand and associated products. Your content development efforts need good stories. This is being presented as a new idea. In fact, this is a very old idea in a shiny new wrapper. Information transmission In non-literate cultures, some things are learned by watching and being actively taught – for example, learning the right plants to eat or how to make...
read moreNeither your content nor your product are Jimmy Buffett
Recently, I saw a vendor advertising a webinar on Twitter, which at the time, was about 10 days away. It looked interesting so I clicked the link to sign up. The description looked even more interesting but I didn’t sign up. Why? Because the sign up link is “Check back soon for registration details!”. Today, Just under Less than a week before the webinar, there’s still no finally a signup link. I assume some time before the webinar, there will be a sign up link but I have no idea when. At this point, I’m I was...
read more5 ways your product instructions suck (and why this is a bad user experience)
No one likes to think that the product instructions they worked hard to create and spent a lot of money on aren’t top notch. But the truth is, there’s a lot of bad product instructions out there. And it’s negatively impacting the user experience. How do you know if your product instructions are bad? In no order of importance: 5 ways your product instructions suck Future tense with lots of conditionals. Why this sucks: Future tense adds uncertainty to when things happen. Customers need to feel things will happen in a timely...
read moreWhat’s the right tool for content development?
What’s the right tool for content development? Tell me! This is a question I’m seeing a lot on the various lists lately. And, at best, it’s a naive question. Right on the edge of a dumb question I know we’re supposed to all agree there’s no such thing as a dumb question but this may be a dumb question. The person who is asking it: Supposes there is only one answer (if there were, we’d all be using the same tools) Isn’t interested in doing any analysis of their current content Doesn’t understand...
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