Envisioning the future of content

Let’s face it: No one would ever set out to deliver the wrong information to the wrong people at the wrong time in the wrong format and language. At least, not intentionally. In fact, no organization would ever fund such a project.

Text by Scott Abel


Envisioning the future of content

Professional communicators – including technical, marketing, support, and other staff – are charged with preparing and delivering the right information to the right people at the right time in the right format and language. And yet, all too often, we are unable to create anything better than a mediocre assortment of potentially useful information. Additionally, we don’t really bother with delivery. We just chuck our deliverables into an online help site (or worse yet, a collection of PDF files) and let our search engine handle the rest.

More often than not, we have no idea what it costs to create the content our customers need. We don’t have a clear connection between the content we create and the goals of the organizations we serve. And, most importantly, we have no idea whether the information we create is actually valued by our customers. We don’t know what is missing, whether or not ...