Documentation as Marketing? From Conflict to Collaboration




Documentation and marketing are often considered as diametrically opposed to each other, both in terms of their goals and methods. It is true that the conventions for technical and marketing content are different, and technical writing and marketing could both be conducted in a way that they come into conflict with each other. However, this does not need to be the case.

In this talk, I argue that the goals of technical writing and marketing are aligned in many ways. Specifically, the impact that documentation aims to have on different user groups is closely connected to the goals of marketing. Technical writing aims to motivate users, help them solve their problems, and enable them to explore. In this understanding, documentation can effectively contribute to the classical marketing aims of engagement, retention and upsell. Based on this premise, my talk explores how documentation and marketing can collaborate with and learn from each other.

  • Conference: Write the Docs Prague
  • Year: 2022

About the speaker

Mano Toth