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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Trends in Technical CommunicationSaibal Bhattacharjee | Product Marketing Manager, Adobe Systems Inc. [email protected]
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
There are no unreachable goals. Only underpowered tools!Are you using the right tool for technical writing?
www.douwriteright.com
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Six Key Trends In Technical Communication - 2013
3
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trend 1: Movement From Unstructured To Structured Authoring
42006 Adobe Systems Incorporated. All Rights Reserved.
Technical Content Inherently Has Structure
Chapter Title
Topic Title
Concept Title
Paragraph
Graphic
Caption
FROM LONG DOCUMENTS
2006 Adobe Systems Incorporated. All Rights Reserved.
Chapter Title
Topic Title
Concept Title
Paragraph
Graphic
Caption
Structure is More Than Just “Flat”
ChapterChapter
TitleTitle
TopicTopic
TitleTitle
ConceptConcept
TitleTitle
PgphPgph
TO TOPICS AND STRUCTURE/DITA
Globalization opening up new
markets in emerging economies
Need to produce technical content in
multiple new languages
Increasing Localization Costs
Unstructured to Structured, XML
and DITA
Cost-Effective Efficiency. Easily Reusable Content. Automating Repetitive Tasks.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trend 2: Device Explosion Necessitating Multi-Screen, Multi-Channel Publishing
5
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trend 3: Easily Searchable, Highly Personalized Content
6
Yesterday Today
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trend 4: Increasing Demand For Rich Media In Technical Communication
7
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trend 5: Collaborative Content Creation, “Content Curation”
8
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Trend 6: Single Sourcing Of Technical Documentation And Training Content
9
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Considerations For The Future
10
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
User-generated Content Revolution: Everyone is a Publisher!
11
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Elements of Tomorrow’s “Content Strategy”
12
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
“Content Strategy” is about getting content…
13
The Right Sources
The Right Platform
To The Right People
At The Right Time
Through The Right Channel
In The Right Format
In The Right Version
In The Right Language
In The Right Media
From
On
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What Does This Mean For Us Technical Writers?
14
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Implication 1: “Connect” With Your Users
15
15
Consumers want technical content to be…Easily accessible, available
anytime anywhere Multichannel, multi-screen publishing
Quickly searchable SEO, metadata tagging
Dynamic and interactive in nature Rich media (graphics, demos, videos)
Highly personalized Usage pattern analysis, content optimization
Easily consumable Effective minimum dosage
Immediately actionable Clear, concise guidance for desired results
Open to end-user feedback/comment/rating/input User-generated content
What this means for Technical Communicators…
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Implication 2: Wear Many “Hats”
16
Today, technical writers need to keep several ‘hats’ handy: Technical writer Technical trainer Information architect User experience designer Usability expert User interface designer Technical translator Technical illustrator
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Implication 3: Think in terms of “ROI”
17
Today, technical writers need to think in terms of delivering ‘concrete’ business value:
Measure performance by tracking defined metrics Track and analyze content usage and consumption patterns for
optimization (Pareto Principle, the 80 – 20 Rule)
%age increase in customer satisfaction score %age increase in product/service revenue %age decrease in volume of inbound calls to customer
support %age decrease in time taken to resolve customer issues by
support
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Take-Away
18
Start thinking ‘Business
Value’
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Questions
19
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
There are no unreachable goals. Only underpowered tools!Are you using the right tool for technical writing?
www.douwriteright.com
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.