Blogging: A New Role for Technical Communicators

Attention Technical Writers: Through Summit at a Click, The Society for Technical Communication is making the content—both the audio and visuals—of more than 90 sessions, available from the 2009 Summit in Atlanta. (Only progressions, keynote, and workshop sessions were excluded.)

Note: According to the STC site, “If you paid the conference registration fee, SUMMIT@aClick was included. STC Members who did not attend the Summit may purchase SUMMIT@aClick at an introductory price of $595. Nonmembers may purchase it for $895.”

Of special relevance here is Tom Johnson’s session, Blogging: A New Role for Technical Communicators, which the STC has made available for free to demonstrate SUMMIT@aClick.

In his session, Johnson, the well-known blogger at I’d Rather Be Writing: A Blog about the Latest Trends in Technical Communication, makes the following case for technical communicators, as natural corporate bloggers:

  • Technical communicators often possess literary and creative writing skills, in addition to traditional technical communication skills. Most technical communicators are writing specialists.
  • Typically, technical communicators focus on information, not hype. Information is what many searchers are looking for on the social web.
  • Technical communicators have direct access to projects, including project managers, product managers, and technical subject matter experts.
  • Technical communicators are well-accustomed to working reporter-style, already gathering and synthesizing information, as part of their day-to-day jobs.
  • Through indexing documentation deliverables and their attention to consistent terminology, technical communicators are used to paying attention to keywords, and are able to come up to speed quickly on SEO basics.
  • Again, natural writers at heart, many technical communicators would be easily incentivized to blog and to diversify their writing deliverables.

Reporting on the results of an informal survey on Twitter, Johnson noted that the #1 perceived value of blogging is increased visibility for your brand, whether that brand is corporate or personal. From there, he provides a nice overview of basic search engine optimization techniques, including using the keywords people are searching for in the first few words of your title and first paragraph. Johnson further explains the importance of backlinks, and how Google trusts other people’s opinions of your site, more than your site’s own content.

For me, Johnson’s tips on using your own personal voice and transparency to tell the story of your brand were particularly helpful…”It’s the story that makes blogging appealing,” Johnson explains, citing as an example, a technical writing blog, where the author shares professional wisdom, via a series of stories drawn from his own career.

Like Johnson, I agree that technical communicators are ideally positioned on cross functional teams to be highly effective bloggers, especially given their strong writing abilities, access to information, and reporter-like ability to synthesize content from a variety of sources. Where I believe technical communicators can learn a great deal from their more customer-facing and management colleagues, is from the relationship-building, and yes, business strategy, that we sometimes lose sight of, in the pure pursuit of information.

In my opinion, the blogger who can bring all those ingredients together—information, relationship-building, and strategy—within the framework of a story that represents what your brand is all about, in an engaging way—that’s who should be blogging for your company, no matter what the discipline. In all likelihood, “that person” is probably a combination of a few people in your company, who could work together collaboratively in a group blog format, which to me seems the most sustainable format, in a corporate setting.

Related Links: Technical Writing Blogs

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Links of Note, June 2009: Technical Writing and Communication

It’s Links of Note time, with a look this month, at technical communication. Like marketing, technical communication is evolving in a Web 2.0 world. This post gathers technical communication links about the future of the profession, the future of the Society for Technical Communication, and recent books on timely topics, including the social web for documentation and DITA. Of special interest is a post about core technical writing skills, including information architecture and usability expertise, which are finding their way into high tech copywriting.

Future of Technical Communication

55th Annual Conference – Technical Communication Summit: Session Materials:

If you missed the Society of Technical Communication’s 55th Annual Conference, check out the session materials for the latest tips and trends.

How to Avoid Extinction as a Technical Communicator:

An excellent post, in which I’d Rather Be Writing’s Tom Johnson summarizes a career development workshop where Ellis Pratt (@ellispratt on Twitter), one of the founders of Cherryleaf, argued that technical communicators may eventually become extinct, if they keep using the same methods and formats to deliver information.

Although there will always be a need for people to explain technical material to non-technical people, Ellis said, others may be doing it instead, through the formats users prefer. To survive, technical writers may need to morph into content strategists, managing the information in a systematic way, rather than merely creating it.

Rather than being a “technical communicator,” Ellis believes these roles will more likely be content wrangler, information strategist, user-generated content editor, information assets director, and content use analyst.”

Johnson shares his thoughts on Ellis’ vision of the technical communicator’s evolving role, agreeing that technical communicators have shown little innovation delivering information, in more consumable formats. As an alternative to online help and the long manual, Johnson offers his own success with quick reference guides (anywhere from 1 to 8 pages) and short video tutorials (2 to 4 minutes), as core deliverables. He also mentions his excitement about the potential of new DITA publishing capabilities of Flare 5, because “it means you can push the content out to additional formats more easily.”

You can convert DITA to the Confluence Wiki format, DITA’s XHTML target to WordPress, DITA to InDesign, DITA to web pages, and other formats.

Johnson does not think technical communicators will be displaced by user-generated content.

Except for public, web-based, multi-author, open-source software models, I just don’t see a lot of users contributing help content to the corporate-grown applications (except for the big ones, such as Microsoft Office). Most companies want their help content to look attractive and be accurate, and few project managers believe users can and will fill that gap if you take away the technical writer.

This is the Future of Technical Communication:

Sarah O’Keefe considers the implications of technical communicators monitoring and managing your organization’s communities, via forums and wikis. She asks, “Under what circumstances do you delete information? How do you respond when: information is inaccurate, information is unflattering, or both?”

What if the information is accurate but incomplete?
What if someone describes a way of using your product that could cause injury, even though it’s technically possible? Do you delete the information? Do you add a comment warning of possible injury? What if the reader sees the original post but not the comment?

U.S. Government Acknowledges Technical Writers As Distinct from All Other Writing Professions:

The Society of Technical Communication has been working with the US Department of Labor’s Bureau of Labor Statistics (BLS), since 2007 to update its definition of the technical communications profession. At long last, the Occupational Outlook and Handbook (OOH), published by the US Department of Labor’s BLS, will have an individual report on technical writers, soon to be offically known as technical communication specialist, in the next edition.

From Technical Writer to Marketing Writer:

Given tight budgets, many technical writers are asked to take on marketing writing responsibilities, in addition to their technical documentation deliverables. Janice M. King, herself a former technical writer who transitioned to marketing writing, helps you hone your copywriting skills, with Becoming a High-Tech Marketing Writer. This free guide shows you how to write “powerful promotional materials for high-tech products, services, and companies.”

What Technical Writers Know That Copywriters Don’t:

Janice King, author of Copywriting that Sells High Tech, describes skills in the technical writer’s core set, which copywriters in PR and Marketing departments requires these days, to add interactive content (such as podcasts, webinars, blog posts, and other social media outlets) to traditional marketing doc deliverables (for example, press releases, white papers, and data sheets). For more information, see From Copywriter to Content Developer and the related post, What Technical Writers Can Learn From Copywriters.

The Society of Technical Communication

State of the Society:

“This web page will provide community leaders with information about STC’s current financial challenges to aid in the understanding of the recovery plan that will be presented and discussed during the town hall meetings via conference call.”

From Virtual Town Hall slides, projected 2009 shortfall as high as $1.2M USD, caused by overreliance and recession’s impact, on membership dues and annual conference.

Whither STC?:

In a thoughtful post, Sarah O’Keefe calls on the STC to make some significant changes in the following areas: velocity, community, and openness.

Lifelines to the STC:

I strongly agree with many of Tom Johnson’s 15 points on reforming the STC, which can be summarized here: “Closing off and restricting access to information, with the assumption that doing so increases member value, seems to run contrary to directions the web is heading.” In particular, as a member, I feel my dues should cover more training webinars (which are of value to me, for free, or at a significantly reduced cost.)

Books

Anne Gentle on her Forthcoming Book ~ Conversation and Community: The Social Web for Documentation:

Tom Johnson interviews Anne Gentle about her forthcoming book, Conversation and Community: The Social Web for Documentation, due out, by mid-summer 2009.  Gentle talks about “the future of documentation, the writer’s role, community and documentation, commenting and connecting with users, structured authoring with wikis, and more.” For more information about the book’s release, follow developments at Anne’s blog, JustWriteClick.com.

New Book Aims To Help Newbies Understand DITA Basics:

Scott Abel recommends DITA 101: Fundamentals of DITA for Authors and Managers, from the Rockley Group, as an important work to help technical communicators learn how “to write modular, topic-based, context-independent content using a new breed of authoring tools.” He asserts that learning about DITA is essential for technical communicators to remain competitive:

Gone are the days of the free-for-all approach to creating technical documentation products one-at-a-time using desktop publishing tools. While this technique was the best method possible in the 80s and 90s, today, those who create user manuals, online help systems, and other types of documentation are increasingly expected to take a more formal approach to content creation, utilizing content standards like the Darwin Information Typing Architecture (DITA).

Technical Writing 101, 3rd edition – a review:

This link provides a recent review of Technical Writing 101: A Real-World Guide to Planning and Writing Technical Content, 3rd edition; Alan S. Pringle and Sarah S. O’Keefe, Scriptorium Publishing Services Inc., Research Park Triangle, NC, 2009, ISBN: 978-0-9704733-7-0, 328 p., $20.00 (PDF Download), $35.95 (paper). I am currently reviewing the PDF version of the book and agree that even experienced technical communicators can benefit from its guidelines. Its an ideal resource for college technical writing instructors.

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