2. contentstrategy101.com
Sarah
O’Keefe
@sarahokeefe
❖ Founder and president, Scriptorium
Publishing, www.scriptorium.com,
North Carolina, USA
❖ Coauthor of Content Strategy 101
❖ Interested in collision of content,
publishing, and technology
11. contentstrategy101.com
Typical
problems
❖ Content is available only in a single
output format (usually PDF)
❖ Content is useless:
❖ “In the Name field, type the person’s
name.”
❖ Content is hard to understand, not
available in right languages
12. contentstrategy101.com
Cost
of
bad
content
❖ High call volume to technical support
❖ Product returns; lost sales
❖ Regulatory submission delayed or rejected
❖ Contradicts marketing
❖ Huge globalization costs
❖ Content duplication
20. contentstrategy101.com
Some
statistics
on
technical
support
❖ 6–20% of revenue (higher number for
smaller companies)
❖ $6–36 per transaction (lower number if
outsourced)
Source: Softletter and the Association of Support Professionals, www.asponline.com/tscr.pdf
26. contentstrategy101.com
Tech
comm
plus…
❖ Technical support
❖ Product design and development
❖ Training and education
❖ Software
❖ Online help
❖ Product interface labels
37. contentstrategy101.com
Business
cases
❖ The organization’s business goal is A.
❖ Tech comm needs to do B to support/
accomplish/improve A.
❖ Doing B will cost X and increase
revenue/save Y over n years.
❖ Y > X.