lavacon 2014: revenue content 101
DESCRIPTION
Presented at LavaCon 2014, this presentation goes over the current mindset of Technical Communicators and why we should align with Business Strategy. It also shows what measures you should use in a business case and how to position it for buy in.TRANSCRIPT
@jenniferfell @WebWorksChris #LavaCon
LavaCon 2014 - Revenue Content Strategy 101: Unifying Content
and Revenue Strategy
Christopher Ward
Jennifer Fell
© 2014 – Quadralay Corporation
Purpose of this presentation j
To expand the conversation beyond cost cutting to revenue generation.
Profit = Revenue - Cost
© 2014 – Quadralay Corporation
Purpose of this presentation c
How do we change the conversation –
Develop a business case using terminology that CEOs understand.
The information is probably already there, we have to define it to align with the strategy of the origination.
To sell your business case to get the proper buy in.How to get what you want, when you need it – the art of positioning
© 2014 – Quadralay Corporation
Why we want to talk about this c “The Evolution of Online Help” – white paper on help systems and
how they are evolving to meet the need of the end user.
Short follow up survey asking technical communicators what the primary objectives of their technical writing roles were:
– 95% believed that technical communication is in need of evolution
– 89% have seen change in technical communication throughout their career
– Top objective as a technical communicator:
49% weighed more heavily on being user friendly
35% said to provide accurate information
13% put importance on strategic business goals – of the 13% almost all were tenured technical writers of more than 10 years, with only two falling in the 6 to 10 years of experience range
© 2014 – Quadralay Corporation
Why we want to talk about this c
© 2014 – Quadralay Corporation
Why we want to talk about this
Two dynamics that are not making sense
The Value of Content is Increasing
Content Budgets are Shrinking
© 2014 – Quadralay Corporation
Tech comm budgets are shrinking
Budgets are shrinking
So our ability to deliver is becoming limited
So our ability to invest in efficiencies and bigger impact is decreasing
So our impact is decreasing
SO we get less money…repeat
© 2014 – Quadralay Corporation
Factors increasing the value of content
Advancements in Technology
Consumer Behavior
Big Data
© 2014 – Quadralay Corporation
Consumer behavior
• The Informed Consumer • Eric K. Clemons –
• How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy
• Internet Use• According to Pew Research, 87% of American
Adults use the Internet. Number one reason – product research
• People are creating content to read and share as a trusted source of material
© 2014 – Quadralay Corporation
Consumer decision-making process Needs Analysis
Research
Evaluation of Solutions
Purchase and Consumption
Post-Purchase Phase
© 2014 – Quadralay Corporation
Sales funnel
© 2014 – Quadralay Corporation
What is a revenue strategy?
Companies are in the business to generate revenue, not in the business of cutting cost
If you understand consumer behavior, you can create a strategy that generates revenue
Once you understand your company’s strategy, you can create a content strategy that generates revenue
© 2014 – Quadralay Corporation
What is a content strategy?
A business strategy for content
A strategy for how to use content to achieve business goals
© 2014 – Quadralay Corporation 14
Why does the customer experience matter?
Documentation can shape the customer experience, creating loyalty and adding value back to the company.
© 2014 – Quadralay Corporation 15
Measures for a business plan
Quality
Pain
Delivery
Reuse
© 2014 – Quadralay Corporation 16
Building a business planOnce you have defined and labeled your measures, now you can build your case
Measures of Quality = Return.These are the brass rings, this is the return or value the company gets by investing in to your plan
Measures of Pain = Needs These are you current deficiencies and what you want the company to invest dollars in to fixing.
Measures of Delivery = ProgressThese are the measures you are going to use to show the progress of your plan
Measures of Reuse = EfficiencyThese measures will show how efficient your process is and that you are maximizing the investment dollar
© 2014 – Quadralay Corporation 17
Positioning a business plan
Objections
DiscoveryPositioning
Close
Rapport
© 2014 – Quadralay Corporation
Positioning your plan j
RapportMust come first
Has to be truthful
Do not need to “agree” with or be “similar to” for rapport to be built
© 2014 – Quadralay Corporation
Positioning your plan c
Ask Why – 5 times
Listen, do not assume – I am wise because I understand I have no wisdom
Walk away
Discovery
© 2014 – Quadralay Corporation
Positioning your plan j
Align your needs with the goals of the company – the answer to the whys
Don’t go in to the details – they don’t need to know how they just need to know what the result will be
Positioning
© 2014 – Quadralay Corporation
Positioning your plan c
MUST BE DONE RIGHT AFTER POSITIONING
MUST BE A DIRECT QUESTION
Ask how what the process is and the next step
Close
© 2014 – Quadralay Corporation
Positioning your plan c
MUST BE DONE RIGHT AFTER YOU GET A NO FROM CLOSING
DOES NOT MEAN YOU ARE A LOSER OR WRONG, JUST MEANS YOU MISSED SOMETHING IN THE PROCESS
Go back to to figure out what you missed
Objections
Discovery
© 2014 – Quadralay Corporation
Back to the beginning…changing the end
Opportunity
The Value of Content is Increasing
Content Budgets can Increase
© 2014 – Quadralay Corporation
Summary: What it’s going to take
Refine ourselves: Business 1st, content 2nd
Keep learning
– Business strategy
– Sales and negotiation techniques
Be bold
– Tough decisions
Make new friends
© 2014 – Quadralay Corporation
References
http://www.leadformix.com/blog/2011/05/changing-dynamics-%E2%80%93-the-rise-of-new-b2b-marketing-funnel/
http://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/
https://noppa.aalto.fi/noppa/kurssi/t-128.5540/luennot/T-128_5540_how_information_changes_consumer_behavior_and_how_consumer_behavior_determines_corporate_strategy.pdf
http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/