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Revenue Content Strategy 101: Unifying Content and Revenue Strategyu
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Revenue Content Strategy 101: Unifying Content and Revenue Strategyu
1.
@WebWorksChris #LavaCon Revenue Content
Strategy 101: Unifying Content and Revenue Strategy Christopher Ward
2.
© 2014 –
Quadralay Corporation Purpose of this workshop j To expand the conversation beyond cost cutting to revenue generation. Profit = Revenue - Cost
3.
© 2014 –
Quadralay Corporation Purpose of this workshop c How do we change the conversation – Develop a business case using terminology that CEOs understand. The information is probably already there, we have to define it to align with the strategy of the origination. To sell your business case to get the proper buy in. How to get what you want, when you need it – the art of positioning
4.
© 2014 –
Quadralay Corporation Why listen to us? Christopher Ward – Director of Sales for WebWorks – 4 years as Military Intelligence with the U.S. Army – Industry leader over Revenue Documentation “Establishing a business-oriented documentation workflow” - tcworld August 2015 issue “A Printer, A Desktop, and a Tablet Walk into a Bar: Creating TechComm Nirvana” – intercom June 2015 issue
5.
© 2014 –
Quadralay Corporation Why are you here? What are you looking to get out of this workshop What does success look like for you at work If you could only change one thing about your current work situation, what would it be?
6.
© 2014 –
Quadralay Corporation Why we created this workshop c “The Evolution of Online Help” – white paper on help systems and how they are evolving to meet the need of the end user. Short follow up survey asking technical communicators what the primary objectives of their technical writing roles were: – 95% believed that technical communication is in need of evolution – 89% have seen change in technical communication throughout their career – Top objective as a technical communicator: 49% weighed more heavily on being user friendly 35% said to provide accurate information 13% put importance on strategic business goals – of the 13% almost all were tenured technical writers of more than 10 years, with only two falling in the 6 to 10 years of experience range
7.
© 2014 –
Quadralay Corporation Why we created this workshop c
8.
© 2014 –
Quadralay Corporation Why we created this workshop Two dynamics that are not making sense The Value of Content is Increasing TechComm Budgets are Shrinking
9.
© 2014 –
Quadralay Corporation Tech comm budgets are shrinking Budgets are shrinking So our ability to deliver is becoming limited So our ability to invest in efficiencies and bigger impact is decreasing So our impact is decreasing SO we get less money…repeat
10.
© 2014 –
Quadralay Corporation Factors increasing the value of content Advancements in Technology Consumer Behavior Big Data
11.
© 2014 –
Quadralay Corporation Consumer behavior • The Informed Consumer • Eric K. Clemons – • How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy • Internet Use • According to Pew Research, 87% of American Adults use the Internet. Number one reason – product research • People are creating content to read and share as a trusted source of material
12.
© 2014 –
Quadralay Corporation Advances in technology Broadband – As speed increased so did adoption from users Mobile Technology – 91% of all Americans own a cell phone – 63% of cell phone owners use it to go online Social Apps – Changed the way people think about other, and businesses
13.
© 2014 –
Quadralay Corporation Big data Volume, Variety, Velocity – – 30B pieces of content shared on Facebook every month – 400M Tweets are sent every day – 4B hours of YouTube video are watched each month – 150 exabytes of US health care data in 2011 (worth $300B) 80% of data is content And we know more than ever, in real time, about how that “data” is being used
14.
© 2014 –
Quadralay Corporation How did you make your last purchase?
15.
© 2014 –
Quadralay Corporation Consumer decision-making process Needs Analysis Research Evaluation of Solutions Purchase and Consumption Post-Purchase Phase
16.
© 2014 –
Quadralay Corporation Sales funnel
17.
© 2014 –
Quadralay Corporation What is a revenue strategy? Companies are in the business to generate revenue, not in the business of cutting cost If you understand consumer behavior, you can create a strategy that generates revenue Once you understand your company’s strategy, you can create a content strategy that generates revenue
18.
© 2014 –
Quadralay Corporation What is a content strategy? A business strategy for content A strategy for how to use content to achieve business goals
19.
© 2014 –
Quadralay Corporation Our definitions (group exercise) Documentation can shape the customer experience, creating loyalty and generating revenue – Writer's responsibility – Content Quality – Content Value
20.
© 2014 –
Quadralay Corporation Why does the customer experience matter? Documentation can shape the customer experience, creating loyalty and adding value back to the company. 20
21.
© 2014 –
Quadralay Corporation Measures for a business plan 21
22.
© 2014 –
Quadralay Corporation Measure pain 22
23.
© 2014 –
Quadralay Corporation Measure the time it takes to do everything and categorize it to see where the most time is spent 23 Measure Pain
24.
© 2014 –
Quadralay Corporation Measure the time it takes to do everything and categorize it to see where the most time is spent Measure hard costs to see where you are spending the most money 24 Measure Pain
25.
© 2014 –
Quadralay Corporation 25 Measure delivery
26.
© 2014 –
Quadralay Corporation 26 Measure the number of projects produced and delivered against the goal Measure Delivery
27.
© 2014 –
Quadralay Corporation 27 Measure the number of projects produced and delivered against the goal Measure the number of projects delivered according to the schedule Measure Delivery
28.
© 2014 –
Quadralay Corporation 28 Measure the number of projects produced and delivered against the goal Measure the number of projects delivered according to the schedule Measure the number of channels the projects were delivered to Measure Delivery
29.
© 2014 –
Quadralay Corporation 29 Measure reuse
30.
© 2014 –
Quadralay Corporation 30 Measure Reuse Measure similar content that may be inconsistent
31.
© 2014 –
Quadralay Corporation 31 Measure quality
32.
© 2014 –
Quadralay Corporation 32 Measure distribution and support call volume for printed manuals Measure quality
33.
© 2014 –
Quadralay Corporation 33 Measure distribution and support call volume for printed manuals Measure support call volume and statistics on audience and views for PDF manuals Measure quality
34.
© 2014 –
Quadralay Corporation Measure distribution and support call volume for printed manuals Measure support call volume and statistics on audience and views for PDF manuals Measure web analytics and feedback/ comments from the audience for responsive web output 34 Measure quality
35.
© 2014 –
Quadralay Corporation Building a business plan 35 Once you have defined and labeled your measures, now you can build your case Measures of Pain = Needs These are you current deficiencies and what you want the company to invest dollars in to fixing. Measures of Delivery = Progress These are the measures you are going to use to show the progress of your plan Measures of Reuse = Efficiency These measures will show how efficient your process is and that you are maximizing the investment dollar Measures of Quality = Return. These are the brass rings, this is the return or value the company gets by investing in to your plan
36.
© 2014 –
Quadralay Corporation Building a business plan 36 Once you have defined and labeled your measures, now you can build your case Measures of Quality = Return. These are the brass rings, this is the return or value the company gets by investing in to your plan Measures of Pain = Needs These are you current deficiencies and what you want the company to invest dollars in to fixing. Measures of Delivery = Progress These are the measures you are going to use to show the progress of your plan Measures of Reuse = Efficiency These measures will show how efficient your process is and that you are maximizing the investment dollar
37.
© 2014 –
Quadralay Corporation Positioning a business plan 37
38.
© 2014 –
Quadralay Corporation Positioning your plan j Must come first Has to be truthful Do not need to “agree” with or be “similar to” for rapport to be built
39.
© 2014 –
Quadralay Corporation Positioning your plan c Ask Why – 5 times Listen, do not assume – I am wise because I understand I have no wisdom Walk away
40.
© 2014 –
Quadralay Corporation Positioning your plan j Align your needs with the goals of the company – the answer to the whys Don’t go in to the details – they don’t need to know how they just need to know what the result will be
41.
© 2014 –
Quadralay Corporation Positioning your plan c MUST BE DONE RIGHT AFTER POSITIONING MUST BE A DIRECT QUESTION Ask how what the process is and the next step
42.
© 2014 –
Quadralay Corporation Positioning your plan c MUST BE DONE RIGHT AFTER YOU GET A NO FROM CLOSING DOES NOT MEAN YOU ARE A LOSER OR WRONG, JUST MEANS YOU MISSED SOMETHING IN THE PROCESS Go back to to figure out what you missed
43.
© 2014 –
Quadralay Corporation It’s your turn VASONT SYSTEMS | @VasontSystems | www.vasont.com WEBWORKS |
44.
© 2014 –
Quadralay Corporation Back to the beginning…changing the end Opportunity The Value of Content is Increasing Tech Comm Budgets can Increase
45.
© 2014 –
Quadralay Corporation Summary: What it’s going to take Refine ourselves: Business 1st, content 2nd Keep learning – Business strategy – Sales and negotiation techniques Be bold – Tough decisions Make new friends
46.
© 2014 –
Quadralay Corporation Finding us Christopher Ward – Wed 12:55: How To Get What You Want When You Want It – Wed 1:30 How To Get What You Want When You Want It - Continued in break out session (Room?) – WebWorks booth – Christopher@webworks.com – www.webworks.com
47.
© 2014 –
Quadralay Corporation References http://www.leadformix.com/blog/2011/05/changing-dynamics-%E2%80%93-the-rise-of-new-b2b- marketing-funnel/ http://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/ https://noppa.aalto.fi/noppa/kurssi/t-128.5540/luennot/T- 128_5540_how_information_changes_consumer_behavior_and_how_consumer_behavior_deter mines_corporate_strategy.pdf http://www.pewinternet.org/data-trend/internet-use/internet-use-over-time/
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