The Zoomin Blog

Category Archives: Blog

  1. While the evolution from sales funnel to customer journey is a major win for customers – who as we all know enjoy buying, but hate “being sold” — it’s nevertheless posing some new challenges for businesses that they need to address and resolve now, not later.

  2. When Kevin Kyle and Andrea Taylor of RSA, the security division of EMC, went on stage on Wednesday at JiveWorld16,
  3. While the idea of customer communities isn’t new, they’ve migrated in recent years from the brick and mortar confines of club rooms and convention halls, to the virtual landscape of social media platforms and corporate websites. And while this shift has led to some welcome changes – for example, it’s much easier and far less costly to reach customers through a post, tweet or email – it has also triggered some unexpected problems.

  4. Technical writers do much more than craft essential documents that clearly, concisely and competently communicate information to target audiences. They’re also key members of the marketing and sales teams, because their work and words achieve several objectives that are as vital to a company short-term success, as they are to its long-term survival

  5. As with many business approaches that prove to be far more influential and useful than first imagined, the omnichannel concept has its roots in the world of sales. Specifically, businesses were rightfully concerned that their customers – especially online, though in brick and mortar environments as well — were encountering too much friction on their journey from new prospect to raving fan. And so to prevent this, businesses elevated “seamless” and “one-stop” into guiding principles for everything from user experience to sales funnels, and watched as both sales results and customer satisfaction numbers climbed. Everyone went home a winner.

  6. For companies with numerous product lines, multiple target markets, and overall complex product documentation needs, the shift towards intelligent content is clearly a step in the right direction – regardless of whether they are using DITA, HTML or proprietary solutions (e.g. Framemaker, Flare, etc.). Not only does it dramatically reduce development, review, translation and maintenance costs, but it is a major win for technical writers who can invest their time adding value – and less time rewriting content.

Category Archives: Blog

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