2. Housekeeping
• For audio choose “Use Mic &
Speakers” or “Use Telephone” in
your Audio window
• Submit your text question using the
Questions pane
• Note: A recording will be made
available
•Plain Talk Series Webinar
3. •3
It’s All Marcomm
A Tech Writer Goes Fluffy
Paul Holland, Moderator
Marketing Manager,
Federal Equipment Company
Manager, STC MarCom SIG
4. •4
It’s All Marcomm
A Tech Writer Goes Fluffy Joe works with a small but potent
team of writers at Prowess
Joe Staples, Presenter Consulting, where they produce
Senior Information Architect, technical and marketing
Prowess Consulting communication for some of the
world’s largest IT-industry firms.
When not working, he hikes, plays
racquetball, and plays with his
family.
5. •5
How To Move from This…
• UI documentation
• Management and
configuration guides
• Procedural
documentation
• Courseware
• Lab manuals
6. •6
…to This
• Marketing collateral:
Web copy
White papers
Solution briefs
Data sheets
Email copy
Animation scripts
What has been your experience?
7. •7
What Do We Mean by MarComm?
Some defining traits:
Technical Communication Marketing Communication
Pre-sale audience, especially decision
Post-sale audience, especially users
makers and influencers
Objective, detached style Personal (or personable), engaging style
Primary goal: inspire the reader to take
Primary goal: inform the reader
action
Example: Configuration guide Example: Solution brief
TC MC
8. •8
What’s This About Fluff??
Perceptions of MarComm
Anyone
can write
it
Careless
with truth
or facts Takes
little time
or skill Others?
Lacks Lighter
technical look and
depth feel
9. •9
Take Your Tech Comm and Fluff It
MarComm does substantive work
• Projects the
company’s image
• Reinforces its brands
• Inspires action
• Enables an emotional
connection
• …much more
10. •10
MarComm Is Tough
But take a deep breath…
Your TechComm skills add big
It’s all MarComm
value
• Good technical documentation • Uncover hidden information
encourages brand loyalty • SME collaboration
• It inspires action: buy from us • Depth of engagement
again
11. •11
Transfer These Three Skills First
Technical Aptitude Attention to D&P Information Extraction
• “Fluff” is pure sales talk • You can help your
written by someone with clients tune their
little technical acumen. message and its
• You can write impactful delivery. • You can get important
pieces because of your • You can quickly spot information from very
ability to grasp and distill and rectify empty, vague stubborn sources.
difficult technical phrases that give
concepts (the opposite MarComm writing its
of fluff). pejorative label.
Where the rubber meets the road…
12. •12
How to Run with Your Skills
Technical Aptitude Attention to D&P Information Extraction
• Drink deeply from
the source material. • Ask smarter
questions
• Insist on an
• Read the technical • Get beyond
interview with a
documentation, not technical SME
buzzwords to the
just MarComm substance
sources.
What skills have you transferred and how?
13. •13
Thank You
• These slides available:
• Twitter: @joe_staples Questions?
• Email: staples@prowesscorp.com
• Join the STC MarComm SIG group at LinkedIn
• Visit the SIG website: http://www.stc-marcom.org
• Email: info@stc-marcom.org
Hinweis der Redaktion
What is a technical communicator to do when called upon to write marketing material? Excel, of course, using these tips to help you apply your existing skills to new tasks.
What has been your experience? Tee up the poll
Defining traitsSpectrum…most of my work is somewhere in the middle.Let me put the question out to you for discussion. What other traits do you think define marketing communication? Please use the chat window to share your thoughts.
Marcomm is often denigrated as fluff—empty (and empty-headed) communication that’s long on hype and short on truth and accuracy. These traits might be true of badly written MarComm, of which we have all seen examples.Again—what do you think? Use the chatbox to list some other perceptions about MarComm.
This fluff caricature is often true of badly written marcomm, but it is an unfair generalization. Well-written marcomm does much more work than simply deliver a message or ask a reader/viewer to buy. It projects the company’s image, reinforces its brands, and gets the reader to take action. And as you know if you have done it, it is anything but easy. So how do you make the transition?
Well-written marcomm does much more work than simply deliver its message. It projects the company’s image, reinforces its brands, and gets the reader to take action.Technical communication does the same things, though perhaps less overtly intentional. Have you ever wasted time with a badly written setup guide or help system that did not solve your problem? When you suffer through such poor documentation, you don’t blame the writer—well, maybe you do, but most readers don’t—they blame the company. When you create outstanding technical documentation, you are already doing marcomm work by helping a company communicate a positive message about its product and brand.That’s what marcomm writers do. If you are transitioning to a marcomm role, you will continue to use the technical communication skills you have worked so hard to develop, and you will find that they are highly valued.
Technical Aptitude:Drink deeply from the source material. You can and should understand the subject at a much deeper level than the level at which you’ll write. This deeper understanding allows you to add tremendous value, which is required if your job is to survive the commoditization of technical & marketing communication.Attention to D&P:Remember that marcomm cannot and should not try to match the detail and precision of technical communication. Use your D+P skills to ask smarter questions (How will this document be used? What does the ideal reader need to gain from it? When will that reader encounter this doc or seek it out?), make better word choices, and get beyond the buzzwords to the real meat of the content (“that’s a cool phrase but what does it really mean?”)Whenever possible, insist on an interview with a technical SME. Do not rely on a marketing manager to relay technical information to you. They can give you the marketing language, but only technical SMEs can give you the technical detail you need to give your writing heft. Similarly, do not rely solely on other marcomm material (called collateral) as sources. Read the technical documentation as well.These are just three skills from my experience that transferred well. What skills have you found to be transferable?Keep question in notes if time allows