Hello all! New Year, new semester, new class: Digital Content Strategies. I’ll be blogging for this class for the next 8 weeks. Hope you check back in every two weeks to see how I am doing!
What surprised me this past two weeks was the merging of marketing communications (mar comm) and technical communications (tech comm). This integration is notably reflected in the sales funnel concept, a framework that illustrates how content is tailored to engage customers at various stages vertically, encompassing awareness, evaluation, and purchase. The funnel structure places awareness at the broadest and topmost level, gradually narrowing down to the smallest and bottom most level, which is purchase.
In the traditional model, professionals in mar comm are responsible for creating and managing content that generates awareness about a product, typically through advertisements. On the other hand, tech comm specialists handle content creation and management post-purchase, focusing on materials like manuals to assist customers in using the product effectively. While this division seemed logical in theory, the practical application revealed a flaw. The separation between mar comm and tech comm hindered the creation of a cohesive content presentation for consumers within the sales funnel.
The surprising revelation in this scenario is the recognition that tech comm has a significant role to play in marketing, contrary to the assumption that it would primarily deal with non-commercial aspects like manuals. This realization challenges preconceived notions and underscores the need for a more integrated approach. The future trajectory of tech comm involves a collaboration with marketing efforts, acknowledging that content creation shouldn’t be compartmentalized but should flow seamlessly across the entire consumer journey.
The recognition of tech comm’s involvement in marketing opens new perspectives for content creators. Rather than focusing solely on immediate goals, there is a realization that content must be crafted with an awareness of its potential applicability across all levels of the sales funnel. This shift in perspective requires content creators to view their work not as isolated components but as integral elements that contribute to a unified and coherent consumer experience.
By understanding that tech comm has a future within marketing, one can now appreciate the importance of creating content that transcends traditional boundaries. This broader outlook emphasizes the need for content to not only serve its immediate purpose but also to be adaptable, translatable, and effective across diverse stages of the customer journey. It becomes imperative for content creators to consider how their work aligns with the overarching marketing strategy and contributes to a seamless and meaningful customer experience.
In conclusion, the surprising merging of mar comm and tech comm challenges conventional notions and highlights the interconnected nature of content creation. The evolution of tech comm’s role in marketing signifies a paradigm shift that encourages a more holistic and integrated approach to content development. This realization opens opportunities for content creators to think beyond their immediate roles, fostering a collaborative and unified approach to meet the diverse needs of customers throughout the sales funnel.