adobe dita world 2017 - technical content as part of your...
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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Technical Content as part of your Marketing Strategy
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Who’s Talking?
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Juhee GargSr. Product Manager, Adobe SystemsXML Documentation Add-On for AEM
@juhee_adobetcs
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Evolution
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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
© 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
© 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
© 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
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why is it so hard?
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Marketing Content
Technical Content
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
System Integration – An IT Nightmare
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Technical Content
MarketingContent
Web CMS
• Keep templates in sync
• Maintain Content Integrity
• Push content updates
• Duplicate Shared Content
• Maintain different systems
© 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
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Advantages of this approach
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Share & reuse content Effective Content & Communication
Consistent UserExperience
Unified Content Strategy
© 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
© 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
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
Demo
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.