Let’s start with this premise: all communications are designed to answer questions for the audience.
Broadly speaking, marketing normally aims to raise awareness and encourage conversion, sales moves the user through the buyer journey toward a purchase and finally technical communications help users understand how to use the product so they get the most out of it.
Pre-Internet: communication roles were usually fairly segmented. Sales and Marketing created brochures, banners and ad copy, while tech comm folks worked on user guides, FAQs and other support materials. However, as prospects and customers moved more and more of their research (about products and to solve product issues) online the lines are blurring more and more.
Which leads us to this month’s question: as a technical communicator, how involved are you in “marketing” activities these days? Once you’ve voted, please add your thoughts to our comments section.
Loading ...
