Content is the talk of the town. One thing is for sure: to remain visible, you need to keep at it. You need to remain up to date, make sure you don't miss anything, and serve all channels. Marketing contents are written, published in the form of press releases, printed, twittered, ...
Even in the field of technical documentation, standalone printed manuals belong to the past. Nowadays, printed formats are supplemented by online help texts, release notes, product videos, and technical newsletters.
Though the transition between marketing and technical documentation may be fuzzy, one thing is for sure: the content must reach the target audience.
As a technical writer or marketing specialist, we sometimes feel like content machines, don't we?
The Pain of Creating Content
The world of machines is often associated with terms like productivity, continuity, consistent quality, predictable processes, optimization, and savings potential.
By contrast, the content creator stands out as a human with a wealth of knowledge, experience, and personal style. Due to these characteristics, he cannot be replaced by machine labor. As a result, he is often exposed to the overwhelming load of creating as much content as possible and as often as possible. However, a person is not a machine!
This can easily result in tension and problems such as the ones described below.
More media, more media competence?
Usually, content marketing makes use of several media channels at the same time, such as Twitter, XING, Facebook, printed media, and others. In all these areas, the writer can easily lose sight of the rules of the networks and the style and formal requirements of a particular medium. Often, there is no time for the establishment of a media concept and media-specific training. Thus, the core question is: How to find the time for this when subject to production pressure?
No time for quality?
Due to the production pressure, they are exposed to, writers often feel an urge to sacrifice quality for the sake of quantity. Possible reasons (apart from the media-related problems specified above):
- No text concept
- Slips of the pen
- Forgotten content
- No time for terminology work
- No review