Driving Business Value: The Vital Role of Tech Communications
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lydiabazan
- 2 minutes reading time
I must admit, as an interaction designer beginning a tech communications course, I wasn’t sure what to expect. I anticipated that I would be learning about marketing-based communications with a focus on content auditing and writing for businesses, but have I been proven wrong! Module 1 has served as a pleasant introduction to the world of content strategy, technical writing, and business values that have challenged my assumptions on how and where these skills are utilized. Not only that but how prioritizing content strategy can make significant impacts on business and customer interactions.
Q1: What did you read or watch that surprised, delighted or disappointed you? Why?
I quickly learned through Larry Swanson’s Content Strategy Insights Podcast episode, Connecting Technical Writing and Content Strategy, as well as Dr. Kim Campbell’s lecture, that all copywriting is not the same; each requires different skill sets, tone, and structure. In my career, my personal experience with copywriters has primarily been in marketing-based communications. This involves friendly or enticing language to grab the attention of prospects and customers. However, I had never considered the interactions our customers have with our manuals or instructions, much less how the tone is purposefully set to be more straightforward for better understanding of instructions.
Additionally, while diving into Paula Land’s Content Audits and Inventories, I was pleasantly surprised by the striking similarities in thought processes between UX designers and content strategists. Whether it’s customer journey mapping, personas, site mapping, or other skills and tactics, there’s a wealth of knowledge that can be mutually shared. While I shouldn’t have been surprised, given that much of our decision-making is backed by shared research findings, it was still affirming to recognize the foundational common ground our roles share.
Q2: What was most meaningful for your own career goals? Why?
I was struck by a real-world example Dr. Campbell shared in the lecture, featuring insights from Lucie Hyde at PayPal. By recreating content that was required legally by PayPal, they were not only able to improve customer interaction but also increase profit by 10 million dollars. This story particularly resonated with me because my team often clashes with our legal department to make our content easier for prospects and customers. It was powerful to realize that this struggle isn’t unique to us; many companies face it. Plus, understanding how prioritizing this challenge can significantly impact business value and profit was eye-opening.
Luckily, my organization has been making big changes over the past year to redo our content strategy approach. In 2024, we’re focusing on creating better content across all channels that more accurately reflects our company values. The aim is to improve not only our web experience but also our store and service interactions with our prospects and customers. I’m excited to dive deeper into how content strategy works. This knowledge will help me make smarter decisions and build stronger relationships with our internal content strategists as we tackle our larger projects throughout the year.
My key takeaways.
In conclusion, my journey through the tech communications course thus far has reshaped my understanding of content strategy and technical writing. Learning about diverse copywriting approaches, recognizing shared processes between UX designers and content strategists, and grasping the real-world impact of prioritizing content strategy have been pivotal. As my organization revamps its content strategy in 2024, I’m eager to contribute to creating impactful content and building stronger relationships with our internal strategists.