Stefan Gentz, from sponsor Adobe, will be presenting a case study at TCUK17 on “The Convergence of Marketing and Technical Communication”.
Content consumption patterns have dramatically changed over the last decade. The maximum selective sustained attention span of a human being is about 20 minutes. Latest research shows that the transient attention span of human beings has even gone down from 12 to 8 seconds over the last decade.
To communicate technical content in the future successfully, we need to move from drops to drips, improve findability and searchability and tailor content to the content consumer’s role and context automatically. It’s time to talk about new customer experiences and new customer journeys.
In this session, Stefan Gentz, Worldwide TechComm Evangelist for Adobe, will discuss the communication of technical content and how it’s becoming increasingly important to understand technical communication as marketing communication. The ability to blend marketing content and technical content into a unified customer experience becomes key to success. The foundation for this is dynamic, intelligent content that enables personalization and multichannel content delivery to communicate with customers in all possible ways.
About Stefan Gentz
As the Worldwide Evangelist for Technical Communication at Adobe, Stefan’s mission is to inspire enterprises and technical writers around the world and show how to create compelling technical communication content with the Adobe TCS tools.
Stefan is also a certified Quality Management Professional (TÜV), ISO 9001 / EN 15038 auditor, ISO 31000 Risk Management expert and Six Sigma Champion.
Stefan is a popular keynote speaker and moderator at conferences such as tekom, tcworld, Information Energy, Intelligent Content Conference, Congility, LocWorld, TCUK, STC, GALA, ELIA, TTT, Translation Forum Russia and many others. He is also a member of the Conference Advisory Board of the world’s biggest TechComm event, the tekom / tcworld Conferences and member of the iiRDS working group for Intelligent Information. He is also an active social networker on Facebook, Twitter, and LinkedIn.