Presentation: Technical Communication is Marketing Communication: How Structure is Connecting the Dots

All communication, all over the world, is evolving at an unprecedented pace. The global demand for content has reached an unprecedented high. So we’ve got to work faster, and at a scale for which we’re simply not prepared. The good news is that organizations are waking up to the fact that they need to rethink their approach to content and everything that it touches. As a result, we’re finally seeing the cross-pollination in departmental communication teams that thought-leaders have been encouraging all these years. We’re seeing new methodologies, like Customer Journey Mapping, that facilitate taking an overall look at customer experiences across departments and channels. For technical communicators, all this analysis and innovation has sent an early clear message: technical content impacts customer experience and affects buying decisions. Therefore, it’s also marketing content! For marketing communicators, structure, semantics, and separation of format and content are the only way that they can meet the new demands of speed and scale, in a connected way, across many channels and touch points. In his keynote, Noz Urbina will look at some research and client examples that show how the worlds of content are coming together for the benefit of customers and businesses. At long last, we can start to really work together.