Session on how to transform technical information team into a Profit Center at #stcindia2016. Traditionally, technical information business unit (TIBU) in enterprise companies is seen as cost-center. We are usually centers of excellence providing ancillary services to the revenue generating product development teams. With the changing dynamics of the times and technologies, our domain has been evolving. Be it google-searchable content, social media, communities, rich media, UX, omni-channel content, TIBU has a never-before opportunity to transform into a profit center. Further, the emphasis on better user experience and customer experience is now at the core of the product design. Session Outline The article provides insights into the following thoughts: • A paradigm shift from cost center to profit center • Is technical content the new sales opportunity? • How to leverage new generation content creation, content consumption, and content analytics. • Cost of customer acquisition-engagement through technical content. • How technical content can enhance brand experience. • The ways of generating revenue through technical content.

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Agenda
TRENDS & OPPORTUNITIES
HOW WE CAN TRANSFORM
MEASURES AND GUIDELINES
TECHNICAL INFORMATION AS A PROFIT CENTER
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Key Questions
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What’s the cost of poor
documentation?
Do you know?
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Is content the new sales
opportunity?
How?
3
What’s the true value of
Content or RoI?
Any guesses?
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Become a CONTENT CHAMPION
Instruction Manuals,
Guides, PDFs, HTML help,
Tools, Publishing
USEFUL and RELEVANT
CONTENT
Become a CUSTOMER ADVOCATE

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SALEABLE PRODUCT CUSTOMER
ACQUISTION AND
SATISFACTION
INCREASED BRAND
SUCCESS
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CUSTOMER
CONTENT
EXPERIENCE
The Value of CONTENT

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Opportunities
Involve in the Buyer journey
Track performance and
Repeat
Expand the reach
Edu, Service, UX, CX
Customer First Content Amplify and be a thought leader
Content as acquisition
engine
Solve pain points

11. GEORGE STENITZER Content Strategy / Understanding Your Audience
4 Ways to Model the Buyer’s Journey

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Questions??
and some
answers too!

18. Senior Information Services Engineer
ravikumar.adapa@ca.com
Ravi Kumar Adapa
@ravikumaradapa