Ending the Cold War between Marcom and Techcomm
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The document discusses the relationship between technical communication (techcomm) and marketing communication (marcom), highlighting their complementary nature and the friction caused by differing purposes and impacts on revenue. It identifies potential collaboration areas, such as datasheet development, emphasizing mutual benefits like improving SEO and content reputation. The author, Sarah O'Keefe, advocates for collaboration to end the 'cold war' between these two fields.
Ending the Cold War between Marcom and Techcomm
- 1. Ending the Cold War between Techcomm and Marcom Sarah O’Keefe, @sarahokeefe contentstrategy101.com
- 2. contentstrategy101.com Sarah O’Keefe @sarahokeefe ❖ Founder and president, Scriptorium Publishing, www.scriptorium.com ❖ Based in North Carolina ❖ Coauthor with Alan Pringle of Content Strategy 101 ❖ Interested in collision of content, publishing, and technology
- 6. contentstrategy101.com Neither tells a complete story. flickr: dullhunk
- 7. contentstrategy101.com Reality: Techcomm and marcom are complementary
- 8. C.C. Fulps, U.S. Navy Naval History and Heritage Command, NH 98391 What causes friction between techcomm and marcom?
- 9. contentstrategy101.com Marcom Techcomm Details? Few Many Impact on revenue? Lots None Purpose Persuade Inform Analytics Yes Rarely Affects product positioning Yes Not on purpose When read? Before buy After buy
- 11. contentstrategy101.com Marcom Techcomm Details? Few Many Impact on revenue? Lots None Purpose Persuade Inform Analytics Yes Rarely Affects product positioning Yes Not on purpose When read? Before buy After buy
- 12. contentstrategy101.com Marcom Techcomm Details? Many Many Impact on revenue? Lots Lots Purpose Persuade/inform Persuade/inform Analytics Yes Increasing Affects product positioning Yes Yes When read? Before buy Before & after
- 13. contentstrategy101.com Techmarcom(m) Details? Many Impact on revenue? Lots Purpose Persuade/inform Analytics Yes Affects product positioning Yes When read? Before & after
- 14. The organizational problem flickr: dcagne
- 16. contentstrategy101.com Marcom CEO CMO CIO CFO CTO Techcomm CCO?
- 22. Breaking down barriers flickr: brostad
- 24. contentstrategy101.com Potential cooperation: datasheets ❖ Usually considered marketing content ❖ But includes reference data and other specifications
- 26. All marcom
- 27. page 1, all marcom
- 28. page 3, all techcomm
- 29. The datasheet puzzle flickr: mmechtleyflickr: epitti
- 30. contentstrategy101.com Datasheet development ❖ Who is the owner? ❖ Who is the contributor? ❖ What does the content workflow look like?
- 33. Convergence flickr: NASA Goddard Photo and Video
- 34. contentstrategy101.com Mutual benefits ❖ Techcomm ❖ Use marketing to get tech comm resources ❖ Marcom ❖ Use techcomm to clarify features and benefits ❖ Prove claims of leading-edge capabilities
- 35. contentstrategy101.com Techcomm and SEO benefits ❖ Use techcomm to drive web site traffic ❖ Use techcomm to improve reputation for content
- 36. contentstrategy101.com Perhaps less of this… flickr: slidingsideways
- 37. Maybe more of this… flickr: slidingsideways
- 38. Put this in the past…
- 39. Let’s end the Cold War. Photo: Wikipedia
- 42. contentstrategy101.com Contact information ❖ Sarah O’Keefe ❖ www.scriptorium.com ❖ okeefe@scriptorium.com ❖ @sarahokeefe
- 43. contentstrategy101.com ❖ Now available! ❖ Print, EPUB, and Kindle ❖ Or free on contentstrategy101.com