Good product documentation has always served as a sales tool. In the days of face-to-face sales calls, well-designed user manuals sometimes floated around in the salesman’s briefcase to be pulled out when the time was right, helping to close the deal. These days, I hear a lot about product documentation as a marketing asset. The difference is that the documentation now resides in that big briefcase in the sky, and customers rarely need the salesperson anymore.
How can documentation serve an organization’s marketing goals by making customers happier and potentially winning new customers? A team from Intel recently found a way to achieve this by using smart content strategies.
However, Here I share Intel’s story based on a Iran Phone Number white paper titled Optimizing Mobile Device Design with Targeted Content , which Intel IT published in April. (Unless otherwise noted, quotes in this article are from this white paper.)
The old approach
In conclusion, Intel manufactures, among other things, sophisticated and powerful chips that are integrated into mobile devices. Manufacturers of devices that use these chips need documentation to help them design their smartphones and tablets. For years, Intel has provided documentation in PDF form.
Loooooong PDF. Up to 20,000 pages in some cases.
It’s easy to imagine that these Intel customers (designers of mobile devices) struggled to find the information they needed. And it’s easy to imagine that Intel engineers spent many hours guiding these designers to the right information.
However, A team made up of several Intel groups – including a technical communication group, a content management and training group, and members of Intel IT – worked together . To tackle the issue of document length as well as to other problems, like these:
- The amount of documentation was increasing, exacerbating the problems.
The new approach
Although Intel’s white paper does not use the term smart , the new approach it describes fits the classic definition of smart content in that the topical components . This team now provides are structurally rich and semantically categorized and therefore automatically detectable, reusable and reconfigurable. , and adaptable .
For instance, A smart approach was the only way this team could have hoped to provide flexible and dynamic web delivery of their design documentation – improving the customer experience.
Here are the team’s high-level goals:
- Reduce the time spent by Intel engineers helping mobile device designers find the right documentation.
- Help these customers bring more solutions to market faster.
- Increase the number of customers.
How Intel did it
However, To achieve its goals, the Intel team designed a new content repository, a new customer-facing portal, a new content structure, and new processes . Here is an overview of each of these aspects.
New content repository
While the old documentation consisted of huge PDF files stored in various places, the new documentation consists of XML files stored in a content management system.