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Content Strategy by Noz Urbina, Rahel Anne Bailie

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Content Is More than Marketing Material

The traditional view is that content development departments – technical documentation, customer support, and training – are cost centers and the goal is to cut and reduce. Many organizations have cut so much that they’re absolutely anorexic, leading to product information that is inaccurate, outdated, inconsistent, or simply missing.

Yet in reality, technical materials, such as specifications, are often more important to sales decisions than traditional marketing materials. Customers will often bypass traditional marketing material and go right for the technical specifications. But technical specifications are generally considered post-sales material, and this is where companies skimp. Analysts ...

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