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

2. 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.

3. 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

4. From Writers To Communicators
Video
Image
Tutorials
Comic books
Simulations

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

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

7. 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.

8. The Challenge-the Three V
Velocity
Volume
Versioning

9. The Big Picture
Efficient
Useful
Strategic

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

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

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

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

14. 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

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

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

17. 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Outdated technical content.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.

18. 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

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

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

21. QUESTIONS ?