Marketing Writing for Technical Products  

This workshop will examine the types of marketing materials that can give you creative experience. You'll learn how to adapt your skills and subject matter knowledge to these projects, how to plan and develop different types of materials, and how to identify opportunities for new types of communication.

King, Janice M. STC Proceedings (1993). Articles>Business Communication>Marketing>Technical Writing

The Merging Work of Technical and Marketing Communications  

Increasingly, technical communicators are being asked by their companies to participate in marketing efforts. While most of us have long considered user's manuals and other documentation an important ingredient in maintaining customer loyalty, we have accepted that generally our primary function is to instruct people on the use or repair of products. Our job is to make complex information understandable; if in doing so we also make friends of customers and prospective customers, then we are pleasantly surprised.

Palokoff, Kathy. STC Proceedings (1993). Articles>Writing>Technical Writing>Marketing

Copywriting and Technical Writing Compared

Technical writers (technical authors) produce technical literature such as standard operating procedures (SOP), user guides, reference manuals and white papers. Copywriters produce advertising copy and publicity copy (also known as marketing communications or marcomms). Typically, that means product brochures, poster advertisements, advertorials, leaflets, and mailshots.

Unwalla, Mike. TechScribe (2007). Articles>Writing>Technical Writing>Marketing

What’s the Point of User Documentation, from a Marketing Perspective?

In order to understand the way marketing people see the world, it’s worth reading Blogs on marketing (by people such as Seth Godin), the Cluetrain Manifesto, and reading a few books on marketing.

Pratt, Ellis. Cherryleaf (2009). Articles>Documentation>Technical Writing>Marketing