A practitioner view of content strategy best practices in technical communication

Getto, Guiseppe; Labriola, Jack T.; Ruszkiewicz, Sheryl

doi:10.1145/3328020.3353943

Cited by 5 publications

(2 citation statements)

References 10 publications

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“…Basic research on writing style and writing choices can also help with our understanding of ContentOps-like localization (e.g., Getto & Sun, 2017;Maylath & St. Amant, 2019). The sometimes subtle and not-so-subtle rhetorical and stylistic choices that writers make in presenting their content can make huge differences in the uptake and use of that information (Agboka, 2013).…”

Section: Rhetoric and Stylisticsmentioning

confidence: 99%

Content Operations from Start to Scale: Perspectives from Industry Experts

2024

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This edited collection was conceived in the spring of 2019 as the fourth edition of Technical Writing 101, a book that was originally published in three editions by Scriptorium and written by Alan Pringle and Sarah O'Keefe. Since those initial days of this project, Sarah has remained a key player despite the COVID-19 pandemic and many changes to the book's structure and content. Sarah and many of the current and former staff members at Scriptorium deserve credit for significant work behind this volume. Above all, the contributors who generously wrote chapters for an open-access publication deserve recognition for responding to my pitch of "this book won't make you rich, but it will help explain the concept of Content Operations in industry and academia. " Patrick Bosek was a very important force and moved the project forward. Rahel Bailie is a kind and knowledgeable colleague who became an excellent coauthor and gave me more than one content master class during our many Zoom meetings.

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Section: Rhetoric and Stylisticsmentioning

confidence: 99%

Content Operations from Start to Scale: Perspectives from Industry Experts

2024

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“…Another recent book provides pedagogical guidance from a host of technical communication educators for teaching content strategy (Getto et al, 2020b). None of the book's contributors, however, discusses efficiency as something to be addressed.…”

Section: Technical Communication Educatorsmentioning

confidence: 99%

A Maturity Model for Content Strategy Development and Technical Communicator Leadership

Campbell

Swisher²

2023

Journal of Technical Writing and Communication

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While technical communication consultants and researchers agree that content strategy requires attention to both customer needs and business goals, we found no evidence that technical communication educators promote an accurate understanding of business goals among their content strategy students. Through industry–academia collaboration, we integrate two existing models, using content tactics within organizational characteristics that define the maturity level of an organization's content operations. Analyzing the current state of maturity for each characteristic highlights gaps that can define a content strategy with prioritized tactics and, ultimately, encourages the growth of technical communicator leadership and the empowerment of our profession.

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Technical content marketing along the technology adoption lifecycle

Mogull¹

2021

Commun. Des. Q. Rev

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This article provides an overview of technical content marketing and examines the audiences and messaging for technical product messaging, which differ from general consumer products. Notably, technical products, particularly those in innovative categories, require a varying marketing strategy throughout the technology adoption lifecycle as products appeal to customers with different attitudes towards technologies. Especially, content marketing for innovative technologies requires an understanding of the technical consumers' (or audiences') psychological motivations and needs, which have yet to be reviewed in the technical communication literature. In this article, the foundations of marketing innovative technical products are explored, with a specific focus on the messaging strategies as it changes to educate and persuade different categories of technology consumers during different phases of the technology adoption lifecycle. For new technical products and categories of products, the messages and channels of information evolve as the technical innovation progresses from the early market to a mainstream market, with both requiring adaptation to different audience segments and in response to emerging competitive pressures. For the majority of technical innovations, the technical content marketing strategy and messaging is a long-term investment for change to reach different consumer groups at the appropriate stage of the technical product life cycle.

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A practitioner view of content strategy best practices in technical communication

Cited by 5 publications

References 10 publications

Content Operations from Start to Scale: Perspectives from Industry Experts

Content Operations from Start to Scale: Perspectives from Industry Experts

A Maturity Model for Content Strategy Development and Technical Communicator Leadership

Technical content marketing along the technology adoption lifecycle

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