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@sarahokeefe @alanpringle
Adapting	
 Content	
 for	
 the	
 
US	
 Market
flickr:hubertyu
Sarah O’Keefe
Alan Pringle
About	
 the	
 presenters
@sarahokeefe
Sarah	
 O’Keefe	
 
International affairs/German, Duke University
Principal @ Scriptorium (1997)
Content strategy analysis
@sarahokeefe @alanpringle
Alan	
 Pringle	
 
English/journalism, Wake Forest University
Principal @ Scriptorium (1997)
Content strategy implementation
Sarah	
 O’Keefe
@sarahokeefe@sarahokeefe @alanpringle
flickr: johnloo, alicehenneman booleansplit
Likes	
  Dislikes
Factors	
 to	
 consider
@sarahokeefe @alanpringle
flickr:jul
Factors	
 to	
 consider
@sarahokeefe
❖ Language
❖ Culture references
❖ Regulatory requirements and legal issues
❖ Audience level: literacy/education/training level
❖ Content distribution methods
❖ Customer experience
❖ Customer support
@sarahokeefe @alanpringle
Focus:	
 Language
@sarahokeefe@sarahokeefe @alanpringle
flickr:shicksdesign
US	
 population:	
 292M
@sarahokeefe
❖ 61M speak a language other than English at home
❖ Spanish: 38M
❖ Chinese: 2.9M
❖ French: 1.3M
❖ German: 1.1M
❖ Korean: 1.1M
❖ Vietnamese: 1.4M
❖ Tagalog: 1.6M
@sarahokeefe @alanpringle
@sarahokeefe@sarahokeefe @alanpringle
@sarahokeefe@sarahokeefe @alanpringle
Language	
 strategy
@sarahokeefe
❖ Business-to-business
❖ Business-to-consumer
❖ Translation issues
@sarahokeefe @alanpringle
Focus:	
 Culture
@sarahokeefe@sarahokeefe @alanpringle
flickr:jamie-williams-photo
Focus:	
 Culture
@sarahokeefe
❖ Culture differences
❖ Need deep understanding of target market
❖ “Popular” culture is relative
@sarahokeefe @alanpringle
Batali	
 versus	
 Batalli
@sarahokeefe@sarahokeefe @alanpringle
Mario Batali Mario Batalli
Do	
 I	
 know	
 you?
@sarahokeefe@sarahokeefe @alanpringle
ITV
Friendly,	
 cute,	
 or	
 annoying?
@sarahokeefe@sarahokeefe @alanpringle
ITV
http://event.asus.com/networks/ezui/step3.html
“plugged”?	
 “Dr	
 Surf”??
@sarahokeefe@sarahokeefe @alanpringle
Mostly	
 just	
 annoying
@sarahokeefe@sarahokeefe @alanpringle
@sarahokeefe
Regulatory	
 requirements
@sarahokeefe@sarahokeefe @alanpringle
flickr:thatmakesthree
Regulatory	
 requirements
@sarahokeefe
❖ What are the regulatory requirements
for your content?
❖ What industries are regulated?
@sarahokeefe @alanpringle
U.S.	
 regulatory	
 requirements
@sarahokeefe
❖ Medical devices
❖ Pharmaceuticals
❖ Nuclear
❖ Aerospace
❖ And a few others
❖ Only a tiny percentage of technical content is
regulated.
@sarahokeefe @alanpringle
EU	
 regulations
@sarahokeefe@sarahokeefe @alanpringle
flickr:ykoutsomitis
EU	
 regulations
@sarahokeefe@sarahokeefe @alanpringle
❖ Product machinery directive
❖ Product documentation directive
Legal	
 requirements
@sarahokeefe@sarahokeefe @alanpringle
flickr:mr_t_in_dc
Legal	
 requirements
@sarahokeefe
❖ What are the legal requirements for your
content?
@sarahokeefe @alanpringle
US	
 legal	
 requirements
@sarahokeefe
❖ Minimal requirements/regulations
❖ Reality: Legal issues drive a LOT of content
@sarahokeefe @alanpringle
Content	
 standards
@sarahokeefe@sarahokeefe @alanpringle
Content	
 standards
@sarahokeefe
❖ What are content standards do you use or are
you familiar with?
@sarahokeefe @alanpringle
Content	
 standards
@sarahokeefe
❖ Information Mapping
❖ PI-MOD
❖ Funktionsdesign
❖ ISO
❖ S1000D
❖ DVI
❖ and more…
@sarahokeefe @alanpringle
Common	
 US	
 content	
 standards
@sarahokeefe
❖ DITA
❖ DITA
❖ DITA
❖ DITA
❖ DITA
❖ DITA
❖ DITA
@sarahokeefe @alanpringle
Other	
 US	
 standards
@sarahokeefe
❖ DocBook
❖ Information Mapping
❖ S1000D or ATA
❖ Six Sigma
❖ Lean
❖ Agile
@sarahokeefe @alanpringle
Audience	
 demographics
@sarahokeefe@sarahokeefe @alanpringle
Audience	
 demographics
@sarahokeefe
❖ What do you know about your current
audience?
❖ How is the US audience different?
@sarahokeefe @alanpringle
Audience	
 demographics
@sarahokeefe
❖ Literacy levels
❖ Apprenticeship programs
❖ Expectations
❖ Diversity
❖ Culture
❖ Experience levels
@sarahokeefe @alanpringle
Content	
 distribution
@sarahokeefe@sarahokeefe @alanpringle
flickr:Moyan_Brenn
Content	
 distribution
@sarahokeefe
❖ How do you distribute content?
@sarahokeefe @alanpringle
Content	
 distribution
@sarahokeefe
❖ Print
❖ PDF
❖ Wiki
❖ HTML
❖ Online help
❖ In the product box
❖ On the device
❖ Downloadable
❖ Mobile
❖ Tablets
@sarahokeefe @alanpringle
What	
 day	
 is	
 it	
 and	
 where	
 am	
 I?
@sarahokeefe@sarahokeefe @alanpringle
Customer	
 experience
@sarahokeefe@sarahokeefe @alanpringle
Customer	
 experience
@sarahokeefe
❖ What are your customer experience priorities?
@sarahokeefe @alanpringle
Customer	
 experience
@sarahokeefe
❖ Tech comm (“post-sales”) content can drive
sales.
❖ Repeat business is contingent on customer
satisfaction.
❖ Marketing and tech comm integration
@sarahokeefe @alanpringle
What	
 do	
 customers	
 
care	
 about?
@sarahokeefe @alanpringle
Minimum	
 viable	
 
content
@sarahokeefe @alanpringle
Customer	
 
experience	
 
is	
 not	
 just	
 
visual…
@sarahokeefe@sarahokeefe @alanpringle
Customer	
 
experience	
 
is	
 not	
 just	
 
visual…
@sarahokeefe@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 1
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 1
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 2
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 2
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 3
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 3
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 4
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 4
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 5
@sarahokeefe @alanpringle
Sounds	
 are	
 powerful…
@sarahokeefe
❖ Example 5
@sarahokeefe @alanpringle
Customer	
 support
@sarahokeefe
❖ How do you handle customer support?
❖ What role does content play?
@sarahokeefe @alanpringle
Customer	
 support
@sarahokeefe
❖ Phone
❖ Email
❖ Internet/web
❖ Intranet
❖ On-site visits (field service)
❖ others?
@sarahokeefe @alanpringle
Lots	
 of	
 work	
 to	
 do
@sarahokeefe
❖ Language
❖ Culture references
❖ Regulatory requirements and legal issues
❖ Audience level: literacy/education/training level
❖ Content distribution methods
❖ Customer experience
❖ Customer support
@sarahokeefe @alanpringle
Workshop	
 evaluation
@sarahokeefe@sarahokeefe @alanpringle
Your opinion is important to us!
Please tell us what you thought of
the lecture.We look forward to
your feedback via smartphone or
tablet under	

http://IM14.honestly.de  
or scan the QR code
The feedback tool will be available even after the conference.

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