The Convergence of Technical Communication
and Marketing Communication
Content is content. Marketing and technical communication are generated for the same end-users
at different points in the product adoption lifecycle. The distinction between marketing communication
and technical communication is far less pronounced than it once was. Managers sometimes see
little difference in skillsets and often put content creators together in one role or department -
and maybe they're right.
—Jacquie Samuels and Bernard Aschwanden
All organisations face similar challenges while trying to create the highest quality content possible on time and on budget. The trick to being successful is paradoxical. The answer to high-quality content that is on time and on budget, is not a matter of ‘more content’. Doing so will lead to overworked content creators, while simultaneously diminishing the value of the content.
—Bernard Aschwanden and Jacquie Samuels
Channel proliferation, global/local balancing acts and increasingly informed customers are just some of the challenges marketers and web content strategists face today. In this forest of new changes and demands, there’s a relatively easy win -aligning strategies and leveraging content from technical communication for marketing purposes.
Corporations can no longer ignore that they are part of the content industry. Aside from the obvious industry of newspaper, magazine and book publishing, where content is produced as a product for sale, content has become an industry undertaken by virtually every corporation. The immediate connotation may be marketing content produced to populate a website, but that layer of persuasive content is only a thin veneer over a much broader corpus of informational content that aims to instruct and explain rather than persuade.
—Rahel Anne Bailie
Before digital content, organisations effectively acted as content gatekeepers because distributing content required resources. They would send sales and marketing content to prospects and technical product content to customers. Now, the power relationship has changed. No longer does an organisation control access to scarce information. Instead, content consumers hold the power. They choose what content they want to look at. This is the age of accountability. And organisations must respond.
—Sarah O'Keefe and Gretyl Kinsey