From technical writing to technical communication
The goal of technical communication is to convert prospects into satisfied customers. The technical writer provides the market with the information needed to select, evaluate, and use a high-tech solution. Within the company, they serve as the interface between the R&D and marketing departments. Externally, they facilitate dialogue between the company and its various audiences.
Technical communication is often equated with technical writing, which focuses on product documentation created post-sale. Technical communication, however, occurs before the sales process and accompanies the product throughout its life cycle. Targeting the general public, journalists, and prospects as well as customers, it goes beyond technical writing, which is intended solely for users.
Support for Marketing and Technical Writing
Technical communication aims to demonstrate a product’s suitability for its target audience. It uses a variety of media, tailored to the level of expertise and status of its audience (general public, journalists, prospects, customers, etc.). The technical writer must adapt their message to each audience. By leveraging all communication resources (writing, illustrations, films, animations, etc.), they consistently incorporate a marketing dimension. To boost sales, every communication medium must also be a marketing tool.
But can someone be both logical and creative? This duality is essential in musical composition, architecture, and computer development. It is also true for a technical writer.
This requires:
- studying the alignment between the public’s needs and the company’s resources,
- possessing strong creative and writing skills,
- executing rigorous project management,
- implementing an industrial process for producing and promoting content.
This blog presents examples of technical communication media, their marketing value, their relevance to the target audience, and how to maximize their potential.
Adding value to content involves:
- producing quality content that aligns with your target audience,
- preserving existing content in its various versions,
- reusing or recycling existing content.