Vinish Garg recently posted on the content’s role in Disruption. In his post, he shared what the experts had to say on the role that content has to play/currently plays. Here’s my opinion:
What is Disruption?
Let me first take you back in time. This started when the marketing and branding industry opened the corporate gates to the world of consumers. And, by opening the gates, I mean it transformed its value proposition from “this is what I have” to “this is what I can do”.
This is when the small brands started becoming revolutionarily big by using the power of content to reach people. Gradually, the brand communication transformed from advertisements to jingles, to sports, to brand personification, and to emails. But, this inherent idea of associating brands with emotions continued to lose its value as the size of content continued to become unmanageably big.
Today, we have a lot more touch points to reach to our consumers, yet we are far less effective in reaching the right audiences. Reason? The consumers are lost in the enormity of content. In the race of creating more content, we have forgotten to make it effectively personal. Today, the consumers have a lot of options, and each of those options is trying to be different. But, when everyone tries to be different, no one is different.
It is important to disrupt this clichéd template of communication to help consumers make informed decisions. It is important to keep consumers at the focus to design communication strategies that transform the value proposition from “this is what I can do” to “this is what I can do for you”.
This disruption is to bring back the consumers from the point of “I am being pushed” (with the product/service) to “I am being heard”. And, only such a disruption can help us engage better, listen better, and do better.
And, how can technical communication/technical communicators play a role in Disruption?
I think it is about the consumers, and not about the product. We exist because the consumers (and their needs) exist. We help build this communication ecosystem. We communicate products in an undistorted, unappealing form. But, we do connect the features and benefits. We can help our consumers answer the “what’s in it for me” question. Of course, we may not sell. But we can at least help them buy.
I look at it this way: If organizations were chemical equations, technical communicators would be the catalyst. We communicate. And, we help communicate. The information passes through us. So, it is up to us to transform that information into its utterly simple, memorable, and usable form. In fact, we can equate customers’ requirements with the developers’ intentions.
We can align tools, methodologies, and the technology while we bring clarity, insights, oneness, and simplicity (not in that order though). But of course, that all sums up as the easy-sounding commonsensical task. And, making common sense truly common is perhaps the disruption.