Your Most Valuable Storefront
Over half your website traffic is looking for documentation.
Documentation has historically been a cost center. Something you had to do or your customers would complain. Times have changed. Now that companies are primarily selling online, product and services documentation is strategically important because it drives lead generation and customer acquisition. This means you’ve got to deliver quality content that converts site visitors into revenue. Take note of these corporate logos.
Those are a few MindTouch customers that have learned MindTouch powered strategic documentation drives revenue. In fact, I am hearing MindTouch powered documentation sites are the single biggest source of lead generation and site traffic. Mark Fidelman recently reported this in another blog post about our customer RightScale and their success in driving revenue with MindTouch. Furthermore, I can report that MindTouch receives 70%+ of our site traffic from organic sources and our documentation generates more than half of our overall site traffic. Over half our lead generation is driven by our documentation.
Your documentation is your storefront. Are you open for business?
What’s driving customer acquisition? SEO, quality content, customer participation and discovery. How is MindTouch uniquely suited for strategic documentation? Contact us and we’ll explain in detail and provide real world customer stats. If you’re like me, and prefer instant gratification, here are some high level points commonly cited by MindTouch customers.
Content Authoring and Capture
- Easy to use WYSIWYG authoring
- Automated content creation from product APIs
- Dynamic publishing from common systems such as support ticketing, CRM, databases and desktop applications
Content Discovery
- Open standards
- Powerful integrated search
- APIs make content from MindTouch portable and able to be published to many places
- Integrated scripting makes it easy for non-programmers to create useful visualizations and navigations of content
Content Curation
This is a critically important component as your documentation begins to scale. The easiest way to explain this is to give you an example. Mozilla wants to do a site wide push on HTML5. How do they know what coverage they have on this topic? What’s the quality? The health? Who’s contributed, who should contribute…? You’ll see more and more of this coming from MindTouch in the product releases this year. In particular, this is a key capability coming to market in MindTouch Technical Communications Suite (TCS).
Sign up for pre-release information about MindTouch TCS:
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May 20th, 2010 at 8:37 am
[...] can be your storefront. Aaron Fulkerson describes it well on the MindTouch Blog, in “Your Most Valuable Storefront.” var addthis_pub = 'annegentle'; var addthis_language = 'en';var addthis_options = 'email, [...]
May 21st, 2010 at 6:42 am
Looking forward to MT 2010! Specifically interested in:
- Automated content creation from product APIs
- Content Curation
May 21st, 2010 at 10:18 am
[...] The site will most likely will become your top online lead generation source [...]
May 25th, 2010 at 9:34 pm
The former, automating reference docs from product APIs, can be achieved today. Look at how MindTouch does this here:http://developer.mindtouch.com/en/ref/MindTouch_A…
May 30th, 2010 at 11:47 am
[...] there is a solution. A solution that decreases costs and increases revenue. You can sign up for a preview [...]
Jun 1st, 2010 at 6:55 am
[...] #2 The Marketing Department realizes that building a community around their product documentation is easier and less expensive. They make it easy for their community to evangelize their product to their peers by having them post content on their site and share with their buddies. It works. As an important bonus, all of the rich community contributed content shows up in Google search. Which means lead generation. [...]
Jun 8th, 2010 at 4:24 am
[...] ability to turn your product/service documentation into large communities, sources of revenue, a cost reduction tool and centers of learning. There are companies doing it today. This is not pie in the sky [...]
Jun 17th, 2010 at 3:13 pm
[...] Lead/Revenue Generation – This is not on the radar of most Technical Communicators, but it is front and center for most Marketing and Sales departments. Recognizing your content can be leveraged strategically to become your number one lead generation source is an important aspect of the next generation Social Documentation solution providers. [...]
Jun 28th, 2010 at 8:55 am
[...] the documentation about your product/service/solution is not its number one lead generation source, then your documentation needs to be more [...]
Jun 29th, 2010 at 4:24 am
[...] Lead/Revenue Generation – This is not on the radar of most Technical Communicators, but it is front and center for most Marketing and Sales departments. Recognizing your content can be leveraged strategically to become your number one lead generation source is an important aspect of the next generation Social Documentation solution providers. [...]
Jul 1st, 2010 at 11:10 am
[...] University (your corporation) collects tuition (product [...]
Jul 2nd, 2010 at 2:46 am
[...] the documentation about your product/service/solution is not its number one lead generation source, then your documentation needs to be more [...]
Jul 3rd, 2010 at 7:07 pm
[...] #2 The Marketing Department realizes that building a community around their product documentation is easier and less expensive. They make it easy for their community to evangelize their product to their peers by having them post content on their site and share with their buddies. It works. As an important bonus, all of the rich community contributed content shows up in Google search. Which means lead generation. [...]
Jul 9th, 2010 at 1:22 pm
[...] Yesterday, as the 28-story building in downtown San Diego that serves as MindTouch’s headquarters swayed in anticipation, MindTouch was hard at work putting the finishing touches on an application that will completely change the role of product documentation (read more). [...]
Aug 3rd, 2010 at 9:32 am
[...] your customers rely on – truly strategic. This framework can and should be adopted by CMO’s for increased qualified lead gen and brand building, Technical Communicators for accelerated customer education and satisfaction and [...]