TAKING THE BIG LEAP-FROM NECESSARY EVIL TO BUSINESS ASSET ANIMESH MUKHERJEE © 2016, STC INDIA CHAPTER

From Necessary Evil To Business Asset Reduces product support cost. Helps in adoption of new features. Increases NSAT of the product. Helps in legal compliance. Reduces product returns.

Emerging Trends In Publishing Industry The rise of digital content-increased publishing velocity. The ride of community content-disregard content gatekeepers. Writers stepping up as communicators

From Writers To Communicators Video Image Tutorials Comic books Simulations

Increased Number Of Options XML Wikis Authoring Tools Publishing tools Conversion tools

The Inevitable Triangle Training Content Support Content Technical writers User Generated Content

Content as Business Asset Needs a Content Strategy Deliver right information. Engage customers and build community. Streamline publishing process. Meet legal requirements. Control cost of content.

The Challenge-the Three V Velocity Volume Versioning

The Big Picture Efficient Useful Strategic

Technical Content Delivery Options Paper PDF Websites Tutorials Ebook Online help Knowledge Base Forum Wikis

Business Goal- Reduce Support Calls Ask a friend Use Google Call technical support

Business Goal- Reduce Support Calls Intercept the process. Ask a friend Use Google Call technical support

Business Goal- Collaborate Across Teams Training Sales Dev team Task analysis Difficulty level Important features UI labels Error message

Business Goal- Align With Marketing Message Aligned Content Easy to use Easy to understand documentation Easy to install Short installation guide Cutting edge Help includes audio,video,mobile,Ebooks Personalized Customized content for different audience Powerful Help includes customization scenarios, API documentation Fun Creative content-comics,visuals,entertaining Global audience Content is available in many languages

Business Goal-Increase Product Visibility 30% buyers look at documentation before buying Searchable Findable Discoverable

Assess Current State Of Your Content Types of content Total volume Update frequency Versioning requirements Source formats Output formats

Common Improvement Scenarios Improve content experience HTML output is needed in addition to PDF. Process improvement Outdated technical content. Redundant effort Better content sharing needed between various groups.

Identify Smart Goals Localization Search efficiency Community Reduce lag time Minimize cost for adding more languages Search efficiency Improve call centres response time Community Add active users

Increase website engagement. Identify Smart Goals Marketing support Increase website engagement. Content reuse Increase percentage of reused content.

Define Metrics Percentage of information reuse. Deliverables per writer. Percentage of information reuse. Polishing and publishing time.

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