A directory of resources inthe field of technical communication.


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Shape the Hype Cycle with Tech Comm

You can use technical communication to accompany and even nudge technologies and products along the hype cycle.

Weber, Kai. Kai's Tech Writing Blog (2010). Articles>TC>Marketing


Should Writers Be Held Accountable for Web Page Performance?

Ask print direct response copywriters if they are held accountable, and they'll say yes. That was my own life for 15 years. I wrote direct mail packages and was judged not on my past reputation, but on the performance of each piece I wrote, one mailing at a time.

Usborne, Nick. Excess Voice (2006). Articles>Business Communication>Marketing>Writing


A Simple Shortcut For Writing Irresistible Benefits

Do you know if you're promoting features or benefits in your marketing materials? The answer to this question plays a significant role in the effectiveness of your marketing message. While features are facts benefits explain why facts are important. Its these benefits that target your prospects emotions a key factor in selling situations.

Marketing Tips (2009). Articles>Business Communication>Writing>Marketing


Six Rules for Transforming Your Brand: The Carter Holt Harvey Experience

Australasia's leading forest product company, Carter Holt Harvey (CHH), transformed itself in under three years from slumbering giant into a high-performing, innovative business leader based on values of performance, leadership and innovation - and won an IABC Gold Quill award in the process. Here's CHH's story in brief and rules learned along the way.

Stuart, Dellwyn. Communication World Bulletin (2003). Articles>Business Communication>Marketing>Case Studies


Slogan Slogging for Enhanced Creativity

Here's how to apply simple deconstruction techniques to popular phrases to transform them into viable marketing slogans or headlines for ads. A fun, easy exercise in creativity, with several examples.

Streight, Steven. Blogger.com (2005). Articles>Writing>Marketing


Smart Marketing Enhances Credibility and Creates Customers

Today's business climate is kinder to those who understand and act on the fact that there are numerous ways to communicate positive attributes.

Juergens, Tom. Boston Broadside (1992). Articles>Business Communication>Marketing


Social Media "Strategies" Getting in the Way of Enterprises' Social Media Usage

Social media is so powerful and diverse that just about the only thing that can get in the way of an organization making the most of it is the idea that social media cannot be exploited without a "strategy." That makes about as much sense as stopping you as you slide your key into the ignition and insisting you first develop a strategy that encompasses your automobile needs for tonight, tomorrow, and every day in the future.

Ray, Augie. Experience (2008). Articles>Web Design>Social Networking>Marketing


Socnet Specialist

A rationale for joining as many social networking sites as possible, if you are a marketing professional.

Streight, Steven. Blogger.com (2007). Articles>Cyberculture>Marketing>Social Networking


Spread the Word

As technical writers, multimedia artists, editors, Web designers, graphic designers, translators and others who make technical information easily understandable, we are often at a loss to explain what it is we do in our job as technical communicators. We need to provide information to the Des Moines business community through fliers, news articles, and our newsletter. We want to promote recognition of our members who receive awards from their employers for projects well done

Atchison, Beth. STC Central Iowa (2001). Articles>TC>Marketing


STC Marketing Communication SIG

The Marketing Communication Special Interest Group is a resource designed to help its members network, exchange information, and receive education on marketing and public relations writing for technical products. Members are marketing and public relations writers, editors, specialists, managers, and consultants, as well as technical communicators interested in marketing communication.

STC Marketing Communication SIG. Organizations>TC>Marketing


Stepping into the Freelance World, Part 3: Marketing

So, you’ve hung out your virtual shingle and even have a couple of contract gigs under your belt. You’ve decided that the freelance life is for you. Now what? Obviously, expand your business to gain more and varied clients. The way to do that is by marketing.

DMN Communications (2009). Careers>Freelance>Marketing


Stories that Sell: Writing Case History Articles   (PDF)

Grab readers. Make them want to read about your product. No, not by writing sparkling prose in a brochure or flier, but by showing your product or service solving a problem -- as told by a real user. A unique blend of journalism and promotion, "case history" articles offer benefits for everyone. The user gets to look like an important expert. Your company or client gets its product or service shown in a good light. And the publication where the case history is published gets an article that will appeal to its readers.

Bronakowski, Cathryn, Peter Dossing, Barbara Spaeth and Sam Sutherland. STC Proceedings (1995). Articles>Business Communication>Marketing>Case Studies


A Streight Eye for the Dairy Queen Guy

"Not your father's Dairy Queen" is touted as a marketing advance, when it's simply Panic Marketing. Find out why DQ should stick with its traditional benefit, desserts, and use that leverage to lift up its other food items. A classic Mentally Correct Marketing study highlighting how strategy must be developed.

Streight, Steven. Blogger.com (2004). Articles>Communication>Public Relations>Marketing


Strictly Business: Marketing With Social Networking Sites

For writer, photographer, and video producer David Chandler-Gick, Facebook is a practical tool. "On a recent cross-country excursion to work with Cathy Steffan of Parallel Media Productions, Facebook served as a central hub to keep me in contact with friends and colleagues," he writes. "Accessing Facebook kept me in touch with what was going on, last-minute changes, and more."

Yankee, Steve. Event DV (2009). Articles>Business Communication>Marketing>Social Networking


A Student Recruitment Model for Undergraduate Technical Communication Programs   (peer-reviewed)

Undergraduate technical communication programs are found across the spectrum of American colleges and universities, from the 2-year community college to the tier-one research university. Technical communication programs find themselves in the enviable position of being in a field where demand exceeds supply. The ratio of jobs to graduates in the workplace is greatly in favor of our students. Why then do many programs have difficulties recruiting students? Why do we not produce the graduate pool needed to meet the needs of industry? One reason for this problem is that most undergraduate technical communication programs do not employ systematic and informed recruitment strategies. In this presentation, I present a recruitment-strategy model based upon JoAnn Hackos’s process maturity model&emdash;a procedure which will give institutions a way to enculturate recruitment and to meet program and student needs. This model is informed by research I conducted in the spring of 2000.

Butler, Brad. CPTSC Proceedings (2000). Academic>Education>TC>Marketing


Talking 'Bout My Generation: The Evolution of Online Marketing Research

Utilizing reliable market research on an ongoing basis is the most effective way to ensure a successful marketing campaign. Nevertheless, for many companies, the benefits of conducting marketing research and the costs of conducting marketing research always seem to be at odds. Marketing research can be expensive. Not knowing your customer's needs can be costly.

Janisch, Troy. Icon Interactive (2007). Articles>Business Communication>Marketing>Research


Tech Writers as Sales Reps?

Documentation teams often struggle to prove their ROI in the absence of any established metrics for measuring it. Understand the value of good documentation.

Graham, Gordon. Software CEO (2005). Careers>TC>Marketing


A Technical and Marketing Communication Blog: Content for a Convergent World

At a recent conference, Hillel Cooperman, who formerly directed the Windows user interface team at Microsoft, and is the more recent founder of Jackson Fish Market, proposed that “software and content are becoming so intertwined, there’s no longer much point in drawing any distinction.” Exploring this “content-software convergence,” or in broader terms, this communications-technology convergence, is the purpose of this blog. In addition to technical communication (my primary area of expertise) and technology, I examine related disciplines, topics, and trends, including content marketing, user experience, instructional design, and most recently (and very enthusiastically)—social media.

Mulligan, Peg. PegMulligan.com (2009). Resources>TC>Marketing>Blogs


Technical Writers as Marketing Communicators   (PDF)

Although there are important differences between technical and marketing writing, technical writers have some prerequisites that support a transition to marketing writing: in-depth product knowledge, research experience, and strong oral and written communication skills. To develop data sheets, brochures, and other materials technical writers must first understand the goals of marketing communications. By focusing on audience needs and product benefits, by using writing techniques that engage the reader, and by providing appropriate supporting visuals, technical writers can develop persuasive marketing messages.

Bednarz, Martha C. STC Proceedings (1994). Articles>Writing>Marketing>Business Communication


Technically, It's Still Marketing: The Rewards and Rigors of Writing Marketing Copy for Technology Companies   (PDF)

Writing for technology companies has its own unique set of challenges. Here's how to work around some of them.

Calhoun, Harry. Intercom (2006). Careers>Writing>Marketing


Techniques for Effective Marketing Writing   (PDF)

Marketing writing is creative and fun, but it is also frustrating and challenging to do well. On the one hand, you are freed from the necessarily rigid writing style of most documentation. On the other hand, you face higher expectations from the reader for tone, content, and style. In a marketing piece you can use a broader vocabulary looser sentence structure, metaphor—even humor. But you also must present a realistic and compelling message about your product or company.

King, Janice M. STC Proceedings (1994). Articles>Business Communication>Marketing


Ten Keys to Increasing Your Web Site's International Impact

People and organizations generally understand the concept of the Internet's global reach. However, few see their Web presence as international, and even fewer have sites appropriate for audiences beyond their borders. As global competition grows and new markets emerge, building an effective international Web presence is becoming ever more critical.

Tindal, Richard. Communication World Bulletin (2003). Articles>Web Design>Marketing>International


Testimonials - Friend or Foe?

Learn how to write the perfect testimonial and enhance your website's credibility.

Aull, Diane M. Webcredible (2004). Design>Web Design>Marketing


Testing the Sizzle of the Steak: Usability Testing of Packaging   (PDF)

Provides the rationale for usability testing the packaging of high-tech products, including lowered support costs, improved customer satisfaction, and increased sales.

Rosenbaum, Stephanie L. and Janice Anne Rohn. Tec-Ed, Inc. (1997). Articles>Usability>Marketing


The Text Ads Deliver What You Pay For -- And More

Search engine text ads can outperform most banner ads, even when users aren't clicking. Five tips to make your text ads more effective.

Janisch, Troy. Icon Interactive (2004). Articles>Web Design>Marketing



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