Content Convergence and Integration: Has it Happened Yet?
Back in late 2007, early 2008, we published an article by Rahel Anne Bailie, principal of Intentional Design Inc. in Vancouver, BC. In that excellent article, Rahel pointed out that “Internet 3.0” or Web 3.0 was just emerging.
The article took a look at how content was becoming considered a corporate asset and how technical content, such as technical manuals, would increasingly become valuable assets to corporations in the “new age of content”.
Without a doubt, much has happened since then. The Web has become a social “monster” of sorts. Sharing content has become commonplace. Cloud computing has evolved allowing for centralized Web access to both applications and content. The popularity of mobile devices has exploded. The phrase, “There’s an app for that.” has become ubiquitous.
Since that time, content marketing, as a concept, has also come into vogue. Junta 42 defines content marketing as:
“A marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
In other words, content marketing is a means of reaching out to your prospects with the information they crave in hopes they’ll end up as paying customers in the end. It’s about not hitting your prospects over the head with the message and imploring them to act immediately, but to provide exceptional content the prospects value so that they’ll consider you the expert and want to buy from you.
Over the past 2+ years, this explosion of content and its easy availability and distribution has been nothing short of remarkable. But I’m wondering:
Have organizations placed a higher value on their technical content since that time?
Copywriters have seen it on the marketing side, without question. But is technical content, in terms of technical manuals, documentation in whatever form, considered any more valuable an asset than it was when this article was written?
Read: The Why and How of Content Convergence and Integration by Rahel Anne Bailie
What are your thoughts. Is technical content more highly valued within your organization than it was two or three years ago? How have emerging technologies and the growth of social media had an impact on how technical content is used and distributed by your organization? We’d love to your opinions and observations.