If your technical content contradicts your intended marketing message, you are in good company. Many organizations have this problem, often because of these factors:
- Marketing and technical communication groups are in different parts of the organization.
- Marcom and tech comm do not coordinate their efforts.
- Marcom and tech comm staff do not respect each others’ work. (Marcom tends to view tech comm as a bunch of introverted nerds who can’t communicate normally; tech comm thinks that marcom is full of liars who don’t understand technology. Neither stereotype is completely incorrect.)
- Executive management does not believe that technical content is relevant to market positioning.
- Technical content creators cling to outdated but familiar ways of delivering content.
|Marketing message||Misaligned content||Aligned content|
|Easy to use||User documentation is convoluted and full of obscure jargon||User documentation is easy to understand|
|Easy to install||Installation guide is 100 pages||Installation process and guide are short|
|Cutting edge||Technical content is delivered in a three-ring binder||Technical content is delivered in lots of different formats (text, audio, video, mobile, ebooks)|
|Personalized||Technical content is generic||Technical content is customized for different readers|
|Powerful||No advanced information in the technical content||Detailed technical content, customization scenarios, software API documentation|
|Fun||Content is ugly (or uses default templates), boring, and has no visual appeal||Creative delivery of technical content, such as comics, interesting visuals, entertaining examples, or edgy graphic design|
|Global audience||Technical content is available in only one language||Technical content is available in customer languages|