Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Good products deserve good content


Published on

When an organization invests in product lifecycle content, it can become some of the most convincing marketing content around. Can't explain a product's benefits? Loss of sales. Can't explain its use? Needless returns. Can't shine at post-sales support? Bad reputation. No traceability from specs to testing? Problematic. From specs to technical documentation to support knowledge base, harnessing the potential of product lifecycle content is Good Business.

Published in: Technology
  • Best dissertation help you can get, thank god a friend suggested me ⇒⇒⇒ ⇐⇐⇐ otherwise I could have never completed my dissertation on time.
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating direct: ♥♥♥ ♥♥♥
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area is here: ❶❶❶ ❶❶❶
    Are you sure you want to  Yes  No
    Your message goes here

Good products deserve good content

  1. 1. Good ProductsDeserveGood Content<br />© Intentional Design Inc.<br /><br />Presented at Confab 2011<br />May 2011<br />
  2. 2. Content Strategy<br />Who am I?<br />
  3. 3. Tweet this<br /> Content is NOT in pre-or post-sales silos. It’s ALL part of marketing.<br />
  4. 4. Product descriptions<br />Define product content<br /><ul><li>Instructions for installation
  5. 5. Instructions for use
  6. 6. Training material
  7. 7. Troubleshooting tips
  8. 8. Maintenance
  9. 9. User assistance posts</li></li></ul><li>Why is product content important?<br />Part of the new marketing paradigm<br />Part of the customer conversation<br />Contributes to operational efficiency and savings <br />
  10. 10. Look at the customer lifecycle<br />
  11. 11. Tweet this<br /> Consumers use all sorts of content to make buying decisions.<br />
  12. 12. Pre vs Post: Tearing down silos<br />Pre- and post-sales are connected<br />All content used to make buying decisions<br />Documentation and training and user assistance are multiple sides of the same die<br />
  13. 13. What we want<br />Customers want a single source of truth<br />Credibility <br />Trust<br />Organizations want a single source of truth<br />Brand<br />Efficiency<br />
  14. 14. Harnessing product content<br />Moving control upstream<br />Convergence, integration, syndication<br />Good quality content<br />Good structure, good attributes<br />Meaningful metadata<br />
  15. 15. Los Angeles Department of Water and Power<br /> “The company evaluated its call center volume and found that 25 to 35% of the four million calls received a year were from customers who did not understand their monthly bills.  Using the rule of thumb that a call center inquiry costs $5 to $50 per call, you can easily calculate the costs associated with this issue.”<br />Source:<br />
  16. 16. Software Vendors<br /> “We’re getting our docs in order because we found that people are looking at them before they decide to buy.” (Sales exec, tiny CMS vendor)<br /> “Never mind justifying savings due to process. What is effective with management is seeing how when the content supporting the product isn’t up to snuff, it means lost sales.”<br />(Practice lead, gigantic multinational technology and consulting firm)<br />
  17. 17. Malaspina Labs<br />(Founder, Malaspina Labs)<br />
  18. 18. California Consumer Electronics<br /> Returned products due to failure to understand operations: over $1 billion annually (reported a decade ago)<br />(Bonni Graham Gonzalez, Manual Labour Inc)<br />
  19. 19. Dyson<br /><br />
  20. 20. Dyson Air Multiplier<br />
  21. 21. Roomba<br />Text option<br />Graphic option<br />User feedback<br />Related content<br />Print option<br /><br />
  22. 22. Trikke<br />
  23. 23. Maintenance content<br />
  24. 24. User-generated content<br />
  25. 25. Former home page<br />© Intentional Design Inc.<br />
  26. 26. Strategic question<br /> How do people buy an inverter?<br />
  27. 27. Answer: Search the specs<br />May 2005<br />© Intentional Design Inc.<br />
  28. 28. But where are the product specs?<br />© Intentional Design Inc.<br />
  29. 29. New home page<br />Novice (educate and browse)<br />Intermediate(fast browse)<br />Experienced(search)<br />
  30. 30. Tweet this<br /> Under-the-hood aspects of content raise its value as an asset.<br />
  31. 31. A world without silos<br />It’s a governance issue<br />Sharing content<br />Playing nicely<br />Productivity<br />Customer delight<br />
  32. 32. What about mobile? Plan for new output channels<br />
  33. 33. Under the hood<br />
  34. 34. Connecting @rahelab<br /><br />