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@scottabel on twitter 
The Future of 
Technical Communication 
is Marketing 
by Scott Abel, The Content Wrangler
@scottabel on twitter 
marketing 
has changed 
tactics, tools, channels, methods, budget
@scottabel on twitter 
even the definition of marketing 
has changed 
marketing is now anything that “gets” customers
@scottabel on twitter 
tactics no one previously decribed as 
‘marketing’ 
turned out to be ‘marketing’ on steroids
@scottabel on twitter 
Examples 
Craigslist integration Refer-a-friend Shares to Facebook 
These brands didn’t have the money to launch traditional marketing departments so 
they had to broaden the definition and leverage the creativity of their team
@scottabel on twitter 
3 Step Marketing Plan 
1 Product > 2 Demo Video > 3 Viral Hook 
In less than 3 years, Dropbox became a multi-billion dollar brand by leveraging 
straightforward content and providing referral bonuses of extra storage space
@scottabel on twitter 
today, whatever works is marketing 
and what works is post-purchase content
@scottabel on twitter 
businesses fail to deliver content that addresses 
the day-to-day realities that customers face
@scottabel on twitter 
The Customer 
Journey 
touchpoints where consumers are open to influence
traditional funnel metaphor 
content? 
@scottabel on twitter 
Source: McKinsey.com 
is NOT actually how many consumers decide what to buy
@scottabel on twitter 
it actually looks more like this 
Source: McKinsey.com
@scottabel on twitter 
Source: McKinsey.com 
brands in the ‘inital consideration’ set are three times 
more likely to be purchased than brands that aren’t in it
@scottabel on twitter 
content drives initial 
consideration 
Source: McKinsey.com 
in the ‘initial consideration’ phase consumers make a short 
list of the products/services they are likely to purchase
@scottabel on twitter 
2/3 of touchpoints are 
consumer-driven product reviews, social media mentions, word-of-mouth from peers and friends 
Source: McKinsey.com 
in the ‘active evaluation’ phase consumers ‘pull’ 
in content believed helpful to their search
@scottabel on twitter 
but, most brands are fighting the 
wrong battle 
they’re still using outdated and under-performing ideas, approaches, and tactics to lure in prospects 
Source: McKinsey.com 
focus should be on ‘initial consideration’ & ‘post-purchase’
@scottabel on twitter 
Shopping for Products 
and Services is a lot 
Like Dating 
first, there’s romance; you woo prospects with sexy content
@scottabel on twitter 
once they’ve purchased, you’re in a serious 
relationship 
your content is no longer sexy and romantic; 
instead, it is unfamilar, confusing, and boring
@scottabel on twitter 
like a marriage, customer relationships 
require attention ^ significant 
your content needs to make customers feel 
valued, safe, and secure along their journey
@scottabel on twitter 
the biggest challenge is content 
inconsistency 
consistency is the key to profitable customer journeys
@scottabel on twitter 
inconsistent content prevents 
brand loyalty 
customers don’t feel valued or respected; 
thus they’re open to change
@scottabel on twitter 
variation in content experiences 
damages relationships 
content should differentiate your products/services from the competition, not from other departments in your organization 
variations in content within company silos dwarfs the 
differences between a brand and its competitors
@scottabel on twitter 
but our research shows our customers are 
satisfied 
customer satisfaction survey data often mask important, costly content problems 
88% of our customers think “we’re doing great”
@scottabel on twitter 
but survey data can mask costly 
content problems 
surveys might seem like great indicators, but they’re not
@scottabel on twitter 
that’s because customers experience variation, not averages
@scottabel on twitter 
variation in content experiences 
damages relationships 
we need to be able to identify the sources of poor and 
exceptional performing content and manage them
@scottabel on twitter 
example: customer service variation 
• the best 10% produced 6:1 ratio 
For every six customers who had a positive interaction; only one customer had a negative experience 
! 
• the worst 10% produced 3:4 ratio 
For every three customers who had a positive interaction; four customers had a negative experience 
Source: Gallup 
A tiny fraction provided every customer with a positive experience. 
A small percentage of CSRs managed to provide every customer with a negative experience. 
we need to know how content performs in order to improve
@scottabel on twitter 
The presence of variability on 
critical performance metrics is 
a threat to the vitality of an 
enterprise because it’s prima 
facie evidence that the business 
is not being managed effectively. 
The greater the range of 
performance, the more costly 
the business is to operate. 
Source: Management Consultants, Edwards Deming and Joseph Juran 
increasing operating expenses and revenue loss
@scottabel on twitter 
Post-Purchase 
Experience Shapes All 
Subsequent Decisions 
positive customer experiences are key to sucess
@scottabel on twitter 
what about post-purchase 
content? 
the stuff created by technical communicators
@scottabel on twitter 
it’s often the cause of considerble 
frustration 
we joke that we create content no one wants or reads
@scottabel on twitter 
nothing can be further from 
the truth 
post-purchase content is the most useful and sought after
@scottabel on twitter 
let’s look at 
the numbers 
‘Telling the Right Story: Proving the Business Value of Content’ 
Source: STC Intercom, May 2013. Article by Alyson Riley, Andrea Ames, and Eileen Jones.
@scottabel on twitter 
• buyers of technology report 
that interacting with technical 
content is the second-most-important 
Source: Hershey 
pre-sales activity 
that they do 
more important than interacting with marketing/advertising
@scottabel on twitter 
• buyers of industrial products 
report that ‘the only 
information more highly 
influential than pricing was 
detailed product information 
and specifications’ 
Source: ThomasNet 
detailed content influences purchasing decisions
@scottabel on twitter 
• buyers in general make buying 
decisions in which up to 70% of 
the decision is made based on 
‘information he or she finds 
online well before a salesperson 
has a chance to get involved’ 
Source: Hershey 
decisions are often made long before first contact
@scottabel on twitter 
• 2/3 of consumers are willing to 
spend more money with a 
company they believe provides 
excellent customer experiences; 
they’re willing to spend 13% 
more, on average 
Source: American Express 
55% of consumers have intended to purchase, but decided 
not to do so based on a poor customer experience
@scottabel on twitter 
it’s not just 
the numbers 
technical communicators are increasingly responsible for 
creating blogs, webinars, infographics, white papers, videos
@scottabel on twitter 
it’s not just 
the numbers 
new roles and responsibilities: information developers, 
content designers, content experience managers
@scottabel on twitter 
in some companies, tech comm is part of 
marketing 
in others, management of all customer-facing content 
creation are reporting to a chief content/experience officer
@scottabel on twitter 
keynote speakers will talk about how their companies are 
working to create unified customer experiences with content
@scottabel on twitter 
that’s also why Intelligent Content Conference has new owners
@scottabel on twitter 
the right content is critical to success 
in every step of the customer journey
@scottabel on twitter 
it’s content that 
matters 
prospects and customers don’t care 
how your company is organized or managed
@scottabel on twitter 
what is content marketing? 
Content marketing is the marketing and 
business process for creating and 
distributing relevant and valuable 
content to attract, acquire, and engage a 
clearly defined and understood 
audience — with the objective of driving 
profitable customer interactions. 
Source: Content Marketing Institute 
it costs a lot less to make a repeat sale to a 
happy customer than it does to make the first sale
@scottabel on twitter 
what is content marketing? 
Traditional marketing and advertising 
is telling the world that you’re a rock star. 
Content marketing shows the world that 
you are one. 
Source: Content Marketing Institute 
getting content right is the differentiator that matters most; it demonstrates that you ‘get it’ 
it’s about acquiring new customers and 
increasing business from existing customers
@scottabel on twitter 
Why Do We Need 
To Change? 
technical content must become part of the sales process
@scottabel on twitter 
Once a prospect buys a product or service, 
the content they interact with is no 
longer familiar. The instructions 
provided to them as a customer don’t 
look, feel, or sound anything like the 
sales and marketing materials that 
introduced them to your brand. Neither 
does the contract, the warranty, the 
support website, the product 
documentation, nor the training 
materials. 
the customer is left to wonder, ‘What happened?’
@scottabel on twitter 
the magnitude of inconsistency is a critical 
measure 
content inconsistency signals to customers that you’re ill-prepared to help, listen, serve, and solve problems 
it tells consumers a lot about organizational health
@scottabel on twitter 
causes of inconsistency go largely 
undiagnosed 
to find the problems we have to take an honest, critical look at the way we produce, manage, deliver customer-facing content 
bleeding off revenues and profits; resulting in anemic growth
@scottabel on twitter 
The extensive variability in 
customer experience — and each 
customer touchpoint — creates a 
different and inconsistent version 
of the brand, some that bear little 
or no resemblance to the brand that 
executives believe they are 
building. There are often as many 
brands as there are touchpoints. 
‘managing performance’ of content is our new job 
Source: Gallup
@scottabel on twitter 
why does this 
matter? 
after all, we’ve been working this way for years and 
this hasn’t stopped us from being successful
@scottabel on twitter 
because, satisfied customers 
lead to sales 
persuasive, problem-solving content can lay the groundwork 
for future sales to happy, long-term customers
@scottabel on twitter 
and, if we’re connected to sales, 
we’re valuable 
roles that increase sales are seldom cut; 
the opposite it usually true
@scottabel on twitter 
and, because it’s time to 
change 
technical communicator is no longer 
an adequate description of the scope of our work
@scottabel on twitter 
we’re ideally positioned for this 
change 
many technical communicators can add significant value to the 
customer experience if they’re invovled in the process
@scottabel on twitter 
What Needs 
To Change, 
Exactly? 
technical communication must be tied to the sales process
@scottabel on twitter 
first, we must search for the 
root cause 
product, price, promotion, place, processes, policies
@scottabel on twitter 
primary culprit: lack of a unified 
content strategy 
the lack of a unified process introduces variability
@scottabel on twitter 
90% of organizations don’t have a formal 
content strategy 
one that will ensure consistent customer content 
touchpoints throughout the customer journey 
Source: Gartner
@scottabel on twitter 
second, we must remove silos that create 
inconsistency 
your speciality isn’t a business reason 
to create incongruent content
@scottabel on twitter 
silos create 
losses 
lack of awareness of — and lack of familiarity with — one 
another creates alignment issues and prevents collaboration
@scottabel on twitter 
95% of marketers say they need to 
work with others 
Source: Incite 
53% say it’s critical to work with other communications 
departments; 75% intend to increase content output
@scottabel on twitter 
third, we must share our lessons and 
best practices 
content-creating departments can benefit from our knowledge
@scottabel on twitter 
multi-channel publishing and 
personalization 
61% of consumers say they feel better about a company that 
delivers personalized content; more likely to buy from them
@scottabel on twitter 
multi-channel publishing and 
personalization 
90% of consumers find personalized content useful; 
78% of them believe brands that do value their relationship
@scottabel on twitter 
fourth, we must learn from the experiences 
of others 
using data to make business decisions about content 
is critical to long-term revenue growth and profit
@scottabel on twitter 
we need to do 
the math 
marketing = dating everything else = relationship
@scottabel on twitter 
we need to do 
the math 
inbound: average cost of lead $143 
outbound: average cost of lead $373
@scottabel on twitter 
which begs the 
question 
what is the cost of inbound techcomm vs outbound techcomm?
@scottabel on twitter 
which begs a second 
question 
is our content part of dating or part of a great relationship?
@scottabel on twitter 
fifth, we must find 
our voice 
using a clearly-defined tone of voice is not about decorating your ideas 
story x voice = impact
@scottabel on twitter 
we need a unified 
voice 
get it right and you’ll be 10-100 times more convincing
questions
#ContentTECH 
don’t miss this event 
Twitter: @InfoDevWorld 
@Robert_Rose informationdevelopmentworld.com
email: scottabel@mac.com twitter: @scottabel 
follow me! thecontentwrangler.com 415.857.2235 
join The Content Wrangler Community on Linkedin
@scottabel on twitter 
The Future of 
Technical Communication 
is Marketing 
by Scott Abel, The Content Wrangler

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The Future of Technical Communication is Marketing

  • 1. @scottabel on twitter The Future of Technical Communication is Marketing by Scott Abel, The Content Wrangler
  • 2. @scottabel on twitter marketing has changed tactics, tools, channels, methods, budget
  • 3. @scottabel on twitter even the definition of marketing has changed marketing is now anything that “gets” customers
  • 4. @scottabel on twitter tactics no one previously decribed as ‘marketing’ turned out to be ‘marketing’ on steroids
  • 5. @scottabel on twitter Examples Craigslist integration Refer-a-friend Shares to Facebook These brands didn’t have the money to launch traditional marketing departments so they had to broaden the definition and leverage the creativity of their team
  • 6. @scottabel on twitter 3 Step Marketing Plan 1 Product > 2 Demo Video > 3 Viral Hook In less than 3 years, Dropbox became a multi-billion dollar brand by leveraging straightforward content and providing referral bonuses of extra storage space
  • 7. @scottabel on twitter today, whatever works is marketing and what works is post-purchase content
  • 8. @scottabel on twitter businesses fail to deliver content that addresses the day-to-day realities that customers face
  • 9. @scottabel on twitter The Customer Journey touchpoints where consumers are open to influence
  • 10. traditional funnel metaphor content? @scottabel on twitter Source: McKinsey.com is NOT actually how many consumers decide what to buy
  • 11. @scottabel on twitter it actually looks more like this Source: McKinsey.com
  • 12. @scottabel on twitter Source: McKinsey.com brands in the ‘inital consideration’ set are three times more likely to be purchased than brands that aren’t in it
  • 13. @scottabel on twitter content drives initial consideration Source: McKinsey.com in the ‘initial consideration’ phase consumers make a short list of the products/services they are likely to purchase
  • 14. @scottabel on twitter 2/3 of touchpoints are consumer-driven product reviews, social media mentions, word-of-mouth from peers and friends Source: McKinsey.com in the ‘active evaluation’ phase consumers ‘pull’ in content believed helpful to their search
  • 15. @scottabel on twitter but, most brands are fighting the wrong battle they’re still using outdated and under-performing ideas, approaches, and tactics to lure in prospects Source: McKinsey.com focus should be on ‘initial consideration’ & ‘post-purchase’
  • 16. @scottabel on twitter Shopping for Products and Services is a lot Like Dating first, there’s romance; you woo prospects with sexy content
  • 17. @scottabel on twitter once they’ve purchased, you’re in a serious relationship your content is no longer sexy and romantic; instead, it is unfamilar, confusing, and boring
  • 18. @scottabel on twitter like a marriage, customer relationships require attention ^ significant your content needs to make customers feel valued, safe, and secure along their journey
  • 19. @scottabel on twitter the biggest challenge is content inconsistency consistency is the key to profitable customer journeys
  • 20. @scottabel on twitter inconsistent content prevents brand loyalty customers don’t feel valued or respected; thus they’re open to change
  • 21. @scottabel on twitter variation in content experiences damages relationships content should differentiate your products/services from the competition, not from other departments in your organization variations in content within company silos dwarfs the differences between a brand and its competitors
  • 22. @scottabel on twitter but our research shows our customers are satisfied customer satisfaction survey data often mask important, costly content problems 88% of our customers think “we’re doing great”
  • 23. @scottabel on twitter but survey data can mask costly content problems surveys might seem like great indicators, but they’re not
  • 24. @scottabel on twitter that’s because customers experience variation, not averages
  • 25. @scottabel on twitter variation in content experiences damages relationships we need to be able to identify the sources of poor and exceptional performing content and manage them
  • 26. @scottabel on twitter example: customer service variation • the best 10% produced 6:1 ratio For every six customers who had a positive interaction; only one customer had a negative experience ! • the worst 10% produced 3:4 ratio For every three customers who had a positive interaction; four customers had a negative experience Source: Gallup A tiny fraction provided every customer with a positive experience. A small percentage of CSRs managed to provide every customer with a negative experience. we need to know how content performs in order to improve
  • 27. @scottabel on twitter The presence of variability on critical performance metrics is a threat to the vitality of an enterprise because it’s prima facie evidence that the business is not being managed effectively. The greater the range of performance, the more costly the business is to operate. Source: Management Consultants, Edwards Deming and Joseph Juran increasing operating expenses and revenue loss
  • 28. @scottabel on twitter Post-Purchase Experience Shapes All Subsequent Decisions positive customer experiences are key to sucess
  • 29. @scottabel on twitter what about post-purchase content? the stuff created by technical communicators
  • 30. @scottabel on twitter it’s often the cause of considerble frustration we joke that we create content no one wants or reads
  • 31. @scottabel on twitter nothing can be further from the truth post-purchase content is the most useful and sought after
  • 32. @scottabel on twitter let’s look at the numbers ‘Telling the Right Story: Proving the Business Value of Content’ Source: STC Intercom, May 2013. Article by Alyson Riley, Andrea Ames, and Eileen Jones.
  • 33. @scottabel on twitter • buyers of technology report that interacting with technical content is the second-most-important Source: Hershey pre-sales activity that they do more important than interacting with marketing/advertising
  • 34. @scottabel on twitter • buyers of industrial products report that ‘the only information more highly influential than pricing was detailed product information and specifications’ Source: ThomasNet detailed content influences purchasing decisions
  • 35. @scottabel on twitter • buyers in general make buying decisions in which up to 70% of the decision is made based on ‘information he or she finds online well before a salesperson has a chance to get involved’ Source: Hershey decisions are often made long before first contact
  • 36. @scottabel on twitter • 2/3 of consumers are willing to spend more money with a company they believe provides excellent customer experiences; they’re willing to spend 13% more, on average Source: American Express 55% of consumers have intended to purchase, but decided not to do so based on a poor customer experience
  • 37. @scottabel on twitter it’s not just the numbers technical communicators are increasingly responsible for creating blogs, webinars, infographics, white papers, videos
  • 38. @scottabel on twitter it’s not just the numbers new roles and responsibilities: information developers, content designers, content experience managers
  • 39. @scottabel on twitter in some companies, tech comm is part of marketing in others, management of all customer-facing content creation are reporting to a chief content/experience officer
  • 40. @scottabel on twitter keynote speakers will talk about how their companies are working to create unified customer experiences with content
  • 41. @scottabel on twitter that’s also why Intelligent Content Conference has new owners
  • 42. @scottabel on twitter the right content is critical to success in every step of the customer journey
  • 43. @scottabel on twitter it’s content that matters prospects and customers don’t care how your company is organized or managed
  • 44. @scottabel on twitter what is content marketing? Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood audience — with the objective of driving profitable customer interactions. Source: Content Marketing Institute it costs a lot less to make a repeat sale to a happy customer than it does to make the first sale
  • 45. @scottabel on twitter what is content marketing? Traditional marketing and advertising is telling the world that you’re a rock star. Content marketing shows the world that you are one. Source: Content Marketing Institute getting content right is the differentiator that matters most; it demonstrates that you ‘get it’ it’s about acquiring new customers and increasing business from existing customers
  • 46. @scottabel on twitter Why Do We Need To Change? technical content must become part of the sales process
  • 47. @scottabel on twitter Once a prospect buys a product or service, the content they interact with is no longer familiar. The instructions provided to them as a customer don’t look, feel, or sound anything like the sales and marketing materials that introduced them to your brand. Neither does the contract, the warranty, the support website, the product documentation, nor the training materials. the customer is left to wonder, ‘What happened?’
  • 48. @scottabel on twitter the magnitude of inconsistency is a critical measure content inconsistency signals to customers that you’re ill-prepared to help, listen, serve, and solve problems it tells consumers a lot about organizational health
  • 49. @scottabel on twitter causes of inconsistency go largely undiagnosed to find the problems we have to take an honest, critical look at the way we produce, manage, deliver customer-facing content bleeding off revenues and profits; resulting in anemic growth
  • 50. @scottabel on twitter The extensive variability in customer experience — and each customer touchpoint — creates a different and inconsistent version of the brand, some that bear little or no resemblance to the brand that executives believe they are building. There are often as many brands as there are touchpoints. ‘managing performance’ of content is our new job Source: Gallup
  • 51. @scottabel on twitter why does this matter? after all, we’ve been working this way for years and this hasn’t stopped us from being successful
  • 52. @scottabel on twitter because, satisfied customers lead to sales persuasive, problem-solving content can lay the groundwork for future sales to happy, long-term customers
  • 53. @scottabel on twitter and, if we’re connected to sales, we’re valuable roles that increase sales are seldom cut; the opposite it usually true
  • 54. @scottabel on twitter and, because it’s time to change technical communicator is no longer an adequate description of the scope of our work
  • 55. @scottabel on twitter we’re ideally positioned for this change many technical communicators can add significant value to the customer experience if they’re invovled in the process
  • 56. @scottabel on twitter What Needs To Change, Exactly? technical communication must be tied to the sales process
  • 57. @scottabel on twitter first, we must search for the root cause product, price, promotion, place, processes, policies
  • 58. @scottabel on twitter primary culprit: lack of a unified content strategy the lack of a unified process introduces variability
  • 59. @scottabel on twitter 90% of organizations don’t have a formal content strategy one that will ensure consistent customer content touchpoints throughout the customer journey Source: Gartner
  • 60. @scottabel on twitter second, we must remove silos that create inconsistency your speciality isn’t a business reason to create incongruent content
  • 61. @scottabel on twitter silos create losses lack of awareness of — and lack of familiarity with — one another creates alignment issues and prevents collaboration
  • 62. @scottabel on twitter 95% of marketers say they need to work with others Source: Incite 53% say it’s critical to work with other communications departments; 75% intend to increase content output
  • 63. @scottabel on twitter third, we must share our lessons and best practices content-creating departments can benefit from our knowledge
  • 64. @scottabel on twitter multi-channel publishing and personalization 61% of consumers say they feel better about a company that delivers personalized content; more likely to buy from them
  • 65. @scottabel on twitter multi-channel publishing and personalization 90% of consumers find personalized content useful; 78% of them believe brands that do value their relationship
  • 66. @scottabel on twitter fourth, we must learn from the experiences of others using data to make business decisions about content is critical to long-term revenue growth and profit
  • 67. @scottabel on twitter we need to do the math marketing = dating everything else = relationship
  • 68. @scottabel on twitter we need to do the math inbound: average cost of lead $143 outbound: average cost of lead $373
  • 69. @scottabel on twitter which begs the question what is the cost of inbound techcomm vs outbound techcomm?
  • 70. @scottabel on twitter which begs a second question is our content part of dating or part of a great relationship?
  • 71. @scottabel on twitter fifth, we must find our voice using a clearly-defined tone of voice is not about decorating your ideas story x voice = impact
  • 72. @scottabel on twitter we need a unified voice get it right and you’ll be 10-100 times more convincing
  • 74. #ContentTECH don’t miss this event Twitter: @InfoDevWorld @Robert_Rose informationdevelopmentworld.com
  • 75. email: scottabel@mac.com twitter: @scottabel follow me! thecontentwrangler.com 415.857.2235 join The Content Wrangler Community on Linkedin
  • 76. @scottabel on twitter The Future of Technical Communication is Marketing by Scott Abel, The Content Wrangler