blurring the lines between ecm and ccms
TRANSCRIPT
Blurring the lines between ECM and CCMS
Abhishek Jain | Product Manager | Adobe Tech Comm
Who’s talking?
Manage the Adobe Technical Communication products
Responsible for • Product strategy/roadmap• Partner ecosystem• Customer relationship
2
Abhishek Jain
AgendaMarComm vs. TechComm
Challenges
Solution and benefits
Demo
Q n A
MarComm vs. TechComm
Where’s the dividing line?
Technical Communication Marketing Communication
Post sale, for end-users
Objective, detached style
Primary goal: inform the reader
Example: Configuration guide
Pre-sale, for decision makers & influencers
Personal (or personable), engaging style
Primary goal: inspire the reader to take action
Example: Solution brief
Some defining traits:
Source: http://www.slideshare.net/Joseph_P/transition-to-marcomm-webinar
Where’s the dividing line?
Technical Communication Marketing Communication
Post sale, for end-users
Objective, detached style
Primary goal: inform the reader
Example: Configuration guide
Pre-sale, for decision makers & influencers
Personal (or personable), engaging style
Primary goal: inspire the reader to take action
Example: Solution brief
Some defining traits:
Source: http://www.slideshare.net/Joseph_P/transition-to-marcomm-webinar
Challenges
• Both reach out to each other once in while
• They work towards a common goal i.e. “Customer Success”
• Marketing requires access to detailed descriptions
• Both want to leverage each others assets (videos)
• Reuse content – what’s new
• Both want to optimize SEO
• Different organization• TC: CTO, Support• MC: Product, CMO
• Different tools and systems• Content reuse not easy• No simple way to use common
templates, taxonomy, assets etc.
• Marketing has more budget -analytics solutions
Reality WhyChallenges
Solution & Benefits
• Common content format – DITA• Common Content Management System
Solution
• Content reuse• Common assets and templates• SEO optimization – common metadata, taxonomy• Uniform targets and personalization• Save translation cost• Consistent pre and post sales experience• Investment in a single CMS
Benefits
XML Documentation Add-on for AEMAn end-to-end enterprise content management solution for DITA-based content creation and delivery
Extends the capabilities of AEM turning it into a component content management system (CCMS) for DITA content.
Helps authors to create content using any offline authoring tool such as Adobe FrameMaker and also enables subject matter experts to contribute using a built-in lightweight web editor
Leverages existing AEM workflows (collaboration, review, approval and translation) for technical content and also enables additional functionalities such as search, reporting etc.
Facilitates publishing of DITA based technical content to AEM Sites, AEM Mobile, PDF and other offline formats ensuring that pre-sales (marketing) and post-sales (customer support, help) content is consistent
XML Documentation Add-on for AEM
Authoring Authoring / Repository
Search Search
Review & ApprovalReview
Translation
Reports
Publishing
Subject Matter Experts
(In the browser)
Personalization
XML Documentation Add-on for AEM
Demo
Q & A
