The "common wisdom" often gets is wrong. Common wisdom today is that you have to are about CXM (customer experience management), being indoctrination on the customer experience is all that matters.
The common wisdom is that you should care because the executives say so. But executives care about retaining customers much more than getting new ones.
CXM leaders are aware that our technical communication needs to be tailored for customers. 30% are already doing so, and they are seeing a 13% year=over-year increase in revenue.
We have to talk to marketers. They know how the customers are segmented, and we have to segment our content the same way.
If you don't have the ability to measure your content to find out how it is affecting customers, you can't know how to improve your content.
Your organization has a structure, which means that you'll never be able to completely get rid of silos, but you can learn to communicate and collaborate between them.
When you use DITA, you have content that can be delivered dynamically. A PDF isn't going to look good on Google Glass.
Think about analytics on the content, not the pages. How are people getting to your content? You need analytics that go beyond basic web analytics.
Listen first when you're going social. The conversations are not happening in company-controlled locations. If your customer leaves a comment, you should reply. It's terrible to not reply.
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