Tag Archives: value

Closing the #techcomm technology gap

The Library of Congress houses more knowledge than any other institution in the world. But is knowledge really knowledge if nobody can read it?

Library of Congress, circa 1890

The Library of Congress, circa 1890. Apparently, even then it had trouble cataloging all of its content.

This week James Billington, the Librarian of Congress since 1987, announced that he plans to retire on January 1.

The story behind Billington’s resignation, as often happens when someone is on the job for so long, is complicated. In recent years Billington has come under fire from critics for several aspects of his leadership. The biggest complaint, however, is this: the Library suffers from a serious technology gap.

According to the news report about Billington’s resignation, “just a small fraction of [the Library’s] 24 million books are available to read online.” The article also hints at a cataloging problem: millions of printed pieces – some dating to the 1980s – are piled in warehouses, waiting to be shelved. It’s a problem that might be alleviated with the right application of technology.

Billington and his defenders argue that he’s started the Library on the path toward modernization. Of course he has: he’s been on the job since 1987. So even if the Library is using 1990s technology he can take credit for it. But when all’s said and done, it’s clear that the Library is late to the technology game.

Like the Library of Congress, we technical communicators are in the business of making knowledge available to people who need it. Continue reading

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Halfway there: Technical communication trends in the 2010s

In a couple of weeks we’ll have reached the midpoint of a decade. Five years ago we turned our calendars to 2010, and five years from now we’ll stand at the threshold of 2020.

crystal ballIt’s fun to look back five years (which is, of course, an eternity in Internet time) and see what people were predicting for the new decade. What changes, and what new opportunities, would the 2010s bring for technical communicators?

One pundit predicted that we’d see credentialing or certification: “As technical communicators vie to prove their value, I expect increased interest in finding ways to differentiate ourselves in the job market….Perhaps there’ll be a PMP-like course for content strategists or information architects.”

Oops. While STC did launch a certification program a couple of years ago, they put it on ice when demand didn’t match expectations. Now nobody is talking about certification, as far as I can tell.

So what knucklehead made that prediction? That would be me.

Fortunately, I did better at spotting some other trends. Continue reading

Time to Dethrone the King

file4361250458421This week brought a thought-provoking article — The Content Marketing Myths We’ve Left Behind: Do You Still Believe? — in which industry leaders challenge some long-held beliefs about content marketing.

I especially like the contribution from Scott Abel, who many of you know as the Content Wrangler. Here it is, in its entirety:
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Dethrone the king and put him to work

Content isn’t “king.” It’s a product. And, it’s about time we started managing it the same way we do physical products we manufacture and sell.
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Amen. Content isn’t, and never was, an end in itself. If you thought it was, you were setting yourself up for failure. Content is, as Scott says, a product.

So who, or what, is king? It’s our customer, our reader — the person who consumes our content. We craft our content so that we can inform, persuade, reassure, or entertain our customer. So that our customer, at the end of the transaction, feels like they’ve received something of value.

The king (content) is dead. Long live the king (our customer).

Granite Countertops and Stainless Steel Appliances

Though it’s probably the most low-key reality show on television, HGTV’s House Hunters has uncovered an overwhelming, and heretofore unknown, passion lurking deep in the American psyche.

Photo of a kitchen with granite countertops and stainless-steel appliancesThe show follows a set formula. A real estate agent asks the home buyers how much money they have to spend and what features they want. Then we watch as they tour three homes, commenting pro and con on each one. After the buyers choose one of the homes, we visit with them post-move and hear them tell us how happy they are with their choice.

The overwhelming passion expresses itself in the features they want. Every buyer, to a man (or woman), wants the kitchen to have granite countertops and stainless steel appliances. Things that look great but are pricey and don’t make the kitchen any more functional or easier to cook in.

Anyway, I got to thinking: What are the granite countertops and stainless steel appliances of technical communication? What are the things that every company, every client, wants to see in their technical and marketing communication projects — regardless of cost or actual business value?

And what should be on everyone’s wish list — but too often isn’t considered? Continue reading

You’re Now a Technical Communicator

A summary of my remarks last night to the newest graduates of Duke’s Technical Communication certificate program:

Close up of a graduation cap and a certificate with a ribbonTechnical Communication consistently scores well in those “best jobs” rankings – in which careers are ranked according to things like income, working conditions, and potential for growth.

A recent ranking had a twist: it listed the worst jobs along with the best. At the bottom of the list? Lumberjack. I find this strange, given that lumberjacks have their own song. Nevertheless, in spite of our not having a song, Tech Comm rates as a pretty good career.

Continue reading