Technology

Ending the Cold War between Marcom and Techcomm

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Techcomm and marcom should be working together, but they're not. How can we fix this? First delivered by Sarah O'Keefe at Lavacon 2012 in Portland, Oregon. This updated version is a webcast from June 2013.
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  • 1. Ending the Cold War between Techcomm and MarcomSarah O’Keefe, @sarahokeefecontentstrategy101.com
  • 2. contentstrategy101.comSarah O’Keefe @sarahokeefe❖ Founder and president, ScriptoriumPublishing, www.scriptorium.com❖ Based in North Carolina❖ Coauthor with Alan Pringle ofContent Strategy 101❖ Interested in collision of content,publishing, and technology
  • 3. contentstrategy101.comflickr: mollystevens
  • 4. contentstrategy101.comMarcomflickr: Piutus
  • 5. contentstrategy101.comTechcommflickr: thoth-god
  • 6. contentstrategy101.comNeither tells a complete story.flickr: dullhunk
  • 7. contentstrategy101.comReality: Techcomm and marcom are complementary
  • 8. C.C. Fulps, U.S. Navy Naval History andHeritage Command, NH 98391What causes friction between techcomm and marcom?
  • 9. contentstrategy101.comMarcom TechcommDetails? Few ManyImpact on revenue? Lots NonePurpose Persuade InformAnalytics Yes RarelyAffects product positioningYes Not on purposeWhen read? Before buy After buy
  • 10. Divisionflickr: ornellas
  • 11. contentstrategy101.comMarcom TechcommDetails? Few ManyImpact on revenue? Lots NonePurpose Persuade InformAnalytics Yes RarelyAffects product positioningYes Not on purposeWhen read? Before buy After buy
  • 12. contentstrategy101.comMarcom TechcommDetails? Many ManyImpact on revenue? Lots LotsPurpose Persuade/inform Persuade/informAnalytics Yes IncreasingAffects product positioningYes YesWhen read? Before buy Before & after
  • 13. contentstrategy101.comTechmarcom(m)Details? ManyImpact on revenue? LotsPurpose Persuade/informAnalytics YesAffects product positioningYesWhen read? Before & after
  • 14. The organizational problemflickr: dcagne
  • 15. contentstrategy101.comMarcomCEOCTOCFOCIOCMOTechcomm
  • 16. contentstrategy101.comMarcomCEOCMO CIO CFO CTOTechcommCCO?
  • 17. contentstrategy101.com
  • 18. contentstrategy101.com
  • 19. contentstrategy101.com
  • 20. contentstrategy101.com
  • 21. contentstrategy101.com
  • 22. Breaking down barriersflickr: brostad
  • 23. Building relationshipsflickr: mmechtley
  • 24. contentstrategy101.comPotential cooperation: datasheets❖ Usually considered marketing content❖ But includes reference data and otherspecifications
  • 25. Mostly techcommMarcom
  • 26. All marcom
  • 27. page 1, all marcom
  • 28. page 3, all techcomm
  • 29. The datasheet puzzleflickr: mmechtleyflickr: epitti
  • 30. contentstrategy101.comDatasheet development❖ Who is the owner?❖ Who is the contributor?❖ What does the content workflow looklike?
  • 31. contentstrategy101.com
  • 32. contentstrategy101.com
  • 33. Convergenceflickr: NASA Goddard Photo and Video
  • 34. contentstrategy101.comMutual benefits❖ Techcomm❖ Use marketing to get tech commresources❖ Marcom❖ Use techcomm to clarify features andbenefits❖ Prove claims of leading-edge capabilities
  • 35. contentstrategy101.comTechcomm and SEO benefits❖ Use techcomm to drive web site traffic❖ Use techcomm to improve reputationfor content
  • 36. contentstrategy101.comPerhaps 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
  • 40. Learn from history…
  • 41. contentstrategy101.comQuestions?flickr: dtcchc
  • 42. contentstrategy101.comContact information❖ Sarah O’Keefe❖ www.scriptorium.com❖ okeefe@scriptorium.com❖ @sarahokeefe
  • 43. contentstrategy101.com❖ Now available!❖ Print, EPUB, and Kindle❖ Or free oncontentstrategy101.com
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