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@WebWorksChris #LavaCon
Revenue Content Strategy 101: Unifying
Content and Revenue Strategy
Christopher Ward
© 2014 – Quadralay Corporation
Purpose of this workshop j
To expand the conversation beyond cost cutting to
revenue generation.
Profit = Revenue - Cost
© 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
© 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
© 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?
© 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
© 2014 – Quadralay Corporation
Why we created this workshop c
© 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
© 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
© 2014 – Quadralay Corporation
Factors increasing the value of content
Advancements in
Technology
Consumer Behavior
Big Data
© 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
© 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
© 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
© 2014 – Quadralay Corporation
How did you make your last purchase?
© 2014 – Quadralay Corporation
Consumer decision-making process
 Needs Analysis
 Research
 Evaluation of Solutions
 Purchase and Consumption
 Post-Purchase Phase
© 2014 – Quadralay Corporation
Sales funnel
© 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
© 2014 – Quadralay Corporation
What is a content strategy?
 A business strategy for content
 A strategy for how to use content to achieve
business goals
© 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
© 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
© 2014 – Quadralay Corporation
Measures for a business plan
21
© 2014 – Quadralay Corporation
Measure pain
22
© 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
© 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
© 2014 – Quadralay Corporation 25
Measure delivery
© 2014 – Quadralay Corporation 26
Measure the number of projects produced
and delivered against the goal
Measure Delivery
© 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
© 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
© 2014 – Quadralay Corporation 29
Measure reuse
© 2014 – Quadralay Corporation 30
Measure Reuse
Measure similar content that may be
inconsistent
© 2014 – Quadralay Corporation 31
Measure quality
© 2014 – Quadralay Corporation 32
Measure distribution and support call
volume for printed manuals
Measure quality
© 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
© 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
© 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
© 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
© 2014 – Quadralay Corporation
Positioning a business plan
37
© 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
© 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
© 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
© 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
© 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
© 2014 – Quadralay Corporation
It’s your turn
VASONT SYSTEMS | @VasontSystems | www.vasont.com WEBWORKS |
© 2014 – Quadralay Corporation
Back to the beginning…changing the end
Opportunity
The Value of
Content is
Increasing
Tech Comm
Budgets can
Increase
© 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
© 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
© 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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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/