content is content: adobe dita world 2017
Post on 21-Jan-2018
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DITA Can Help Create Both
Jacquie Samuels & Bernard Aschwanden
www.publ ishingsmarter.com
Content is Content: End Users
Need Marcomm AND Techcomm
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Before We Begin
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Jacquie Samuels Bernard Aschwanden
Jacquie specializes in
DITA CCMS selection and
content strategy
Helps teams write
concise, structured
content with the right tools
and the right strategy
A past President of
www.stc.org and founder of
Publishing Smarter
Helps teams make the case
that content is the key
business asset with a focus
on how content makes or
breaks a relationship
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Who The Heck Are We?
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Content is Content
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Tech Content MUST BE Part of Your Marketing
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The Informed Consumer
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Post-Purchase Evaluation
Purchase Decision
Evaluation and Selection of Alternatives
Information search
Problem recognition
Pre-sale (Marketing) Post-sale (Tech comm)
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Content Convergence
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Convergence Summary
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Marketing Technical
End users Identify end users early, target content for their needs. Provide an
always-on dialogue aligned with end users.
Multi-channel publishing Provide content in appropriate formats, including HTML, PDF, and
applications.
Level of technical detail Always high-level, now
increasingly technical.
Always technical, now
increasingly focussed on higher
level, including users’ business
goals.
Type of content Articles, blogs, tweets, case
studies, whitepapers,
advertising, promotions, etc.
Integrated marketing
communications helps
customers understand what
the product does and decide if
the product solves their
problem.
Books, guides, and topics,
where the aim is to provide a
library of content to help users
understand and use the
product.
Post-
sales:
Tech
comm
Differences Do Exist, But It’s ONE Customer
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Pre-sales:
Marketing
End Users/
Customers/
Potentials
Seamless Consistent Experience
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Integration matters
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DITA for Different Readers
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Let’s Make It Friendly
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Publish DITA with Content Filters
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Build Your Own Based on DITA
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Go Further
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One User. One Set of Content.
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Output Could Apply To All
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Filtered for the Base
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Filtered for the Luxe
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Implementation
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Mix. Match. Repeat.
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Conclusion
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Final words
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Publishing Smarter Can Help
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