Using Technical Marketing

Working as a full time technical communicator and professor for years, I have received quite a few questions by both my students and by various organizational management on what it means to be a technical communicator versus a technical writer. Yes– I said organizational management. Technical communication is a broad field from white papers to manuals, data sheets, technical blog posts, applications, how-to’s, video training instructions, vlogs and more. Today technical communication encompasses not just documents but all kinds of media and crosses other fields once thought to be silos in the workplace.

I want to discuss technical marketing. Working in this area of technical communication the last several years I have come to realize how much technical marketing relies on technical writing to take complex information and make it succinct.  Fields overlap in technical communication in general, which is why the term technical communication is commonly used today instead of technical writing. Technical marketing is one of the fields where there is even more overlap. Think of it like technical writing meets the marketing pitch. Confused as to how technical writing is used in marketing? This confuses quite a few people, so no worries.

Technical marketing is any type of marketing that concentrates on specifications and key product features that fulfill a need for customers and businesses (B2B) requiring an understanding of technical aspects of a product. Technical writing is used to convert product  information clearly and concisely for a user to gain knowledge. The buyer can make informed decisions on products/services or discover new products/services they might want. Think of technical marketing as a part of a bigger marketing plan in a technology related business.

Generally technical marketing is done in a high tech industry but it is becoming commonplace in fields not considered high tech. Businesses such as oil, gas, manufacturing are using more intricate product that are integrating tech. For example, the process industry is pushing the Industrial Internet of Things (IIoT). IIoT is being adopted so that instruments that were once siloed at a facility, are on their own Intranet relaying real time information for maintenance and monitoring.

Technical marketing supports customers and businesses who need to get information on the ever-growing complex tech market. Each aspect of a marketing plan can contain technical writing. Marketing automation, for example, can consist of email blasts and educational or nurturing drip campaigns that are used to deliver technical newsletters and key targeted technical information to customers who already have considerable knowledge in their field.

Social media can be used to deliver all sorts of technical content such as instructional videos, technical blog posts, and problem solvers to a wider audience. Inbound marketing opportunities can be created with useful technical examples, such as procedures or processes, posted on a company’s website with links to products to help solve a need.

Today technical communication is more important than ever in creating clear and concise content with the ever growing amount of information on the Internet. Technical marketing plays an important role in bringing products to market and technical information to customers.

Try Technical Writing by Taking the Advanced Tech writing Course at CSUDH

IMG_0720 Do you like to write and would love to do it for a living? Try technical writing. No need to be a ‘techie’ or scientific guru. With practice, you can find out how technical writing is a great tool in a writers tool box.

Students who want to take the Advanced Technical Communication course so they can get right to creating portfolio pieces (before they take the Introduction course) are welcome to do that. The class is immersive. I teach the Advanced course and we focus on creating a portfolio of pieces (which is normally requested by potential clients and employers) and are a great way to learn how to write even if you want writing as your secret weapon in your job. We write a lot.

Some of the things I cover in the advanced class include presentations, reports, proposals, and step-by-step instructions. Check out my FAQ page for answers to the most asked questions I get in the course. The class is totally online and you will come away with several portfolio pieces. I’ve had students get jobs before they finish the program.

For more detailed info, check out California State University Dominguez Hills’ web site at:

http://www4.csudh.edu/ceie/Technical-Writing/

Updated sites

My technical communication web site has been updated and has it’s own URL, www.lukondor.com. I now also have a separate creative writing site at www.lakondor.com. Both sights are similar yet different in content. I’ll be adding more content in the future to my creative writing site. To this site, I’ve added new pages including statement on the importance of technical communication.

I’ve also added a tab at the top for Academics & Learning (contains links to the CSUDH certificate program) which has a FAQ page to the top questions I’m asked by students on technical writing and the program at CSUDH.

Welcome to the New Year and check out classes at CSUDH

It’s a new year everyone and I wanted to take the time to wish everyone an exciting and fresh start. I’d also like everyone to know that a new semester at California State University Dominguez Hills starts next week on 1/12/15 and I will be teaching classes for the College of Extended & International Education.

If you are looking to kick off the new year with adding new skill sets in your writing, getting a certificate or just a refresher and would like to learn online instead of driving to a University then check out the classes offered in the completely online certificate program in Technical Communication at CSUDH.

I teach the Advanced Technical Communications course and the Information Design course where we work on portfolio pieces providing the student with samples to present to potential employers as well as practical learning experience. I’ve had the privilege of having both international students from other countries such as Russia and Japan to local SoCal students so please take a moment to check out our program.

CSUDHLu Kondor has worked in engineering and technical writing at major visual motion picture and visual effects studios with more than 25 years experience in the entertainment industry. She is a member of the Academy of Television Arts & Sciences, Society for Technical Communication, the Society of Children’s Book Writers & Illustrators, and Delta Mu Delta International Honor Society in Business. Lu holds a doctorate in business management and has taught as adjunct faculty at CSUDH since 2007.