adobe dita world 2017 - technical content as part of your marketing strategy · 2017-10-16 ·...
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![Page 1: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/1.jpg)
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Technical Content as part of your Marketing Strategy
![Page 2: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/2.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Who’s Talking?
2
Juhee GargSr. Product Manager, Adobe SystemsXML Documentation Add-On for AEM
@juhee_adobetcs
![Page 3: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/3.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Evolution
3
Business buyers do not contact suppliers directly until 57 percent of the purchase process is complete
Source: https://www.thinkwithgoogle.com/articles/b2b-digital-evolution.html
![Page 4: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/4.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Buyer Research Process
Product Website
White Paper
Product Manual
How-to Video
User Guide
Case Study
Competitive Comparison Admin GuideMarketing Content Technical Content
![Page 5: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/5.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Blurring Boundaries
Product Website
White Paper
Product Manual
How-to Video
User Guide
Case Study
Competitive Comparison Admin GuideMarketing Content Technical Content
![Page 6: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/6.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.6
Technical Content not part of Marketing Strategy
Considered a Cost Center Lack of IT Support
Better aligning technical content with marketing content
![Page 7: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/7.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why is it so hard?
7
Marketing Content
Technical Content
![Page 8: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/8.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
System Integration – An IT Nightmare
8
Technical Content
MarketingContent
Web CMS
• Keep templates in sync
• Maintain Content Integrity
• Push content updates
• Duplicate Shared Content
• Maintain different systems
![Page 9: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/9.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Breaking down the silos
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Marketing Content
Technical Content
ContentModel
AuthoringTool of Choice
Marketing Content
Technical Content
![Page 10: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/10.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advantages of this approach
10
Share & reuse content Effective Content & Communication
Consistent UserExperience
Unified Content Strategy
![Page 11: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/11.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
XML Documentation Add-On for Adobe Experience Manager
End-to-end Content Management Capabilities
Author & collaborate DITA content directly on AEM
Multi-channel Publishing
![Page 12: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/12.jpg)
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technical Specs
FAQs
Tips
Product Marketing Message
FAQs
Tips
User Guide
Website
Product Lead Form
Technical Specs
User Guide Marketing Offer
Related Products
Blended Publishingwith XML Documentation Add-on for Adobe Experience Manager
XML Documentation Add-on for Adobe Experience Manager allows you to “inject” Technical Communication Content based on DITA directly into an Adobe Experience Manager Website and
mix Marketing and Technical Communication Content on one website.
Adobe Experience Manager
Product Message
Product Lead Form
Related Product Info
Marketing Offer
XML Docum
entation Add-On Technical
ContentMarketingContent
![Page 13: Adobe DITA World 2017 - Technical Content as Part of your Marketing Strategy · 2017-10-16 · System Integration – An IT Nightmare. 8. Technical . Content. Marketing. Content](https://reader033.vdocuments.mx/reader033/viewer/2022042310/5ed792e267b53e06555d28e4/html5/thumbnails/13.jpg)
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Demo
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