[ATTW-L] New CDQ Article on Technical Content Marketing

[Luke Thominet]

Dear Colleagues,

CDQ just published a new Online First article by Scott Mogull, "Technical Content Marketing Along the Technology Adoption Lifecycle<https://sigdoc.acm.org/cdq/technical-content-marketing-along-the-technology-adoption-lifecycle/>"  (sigdoc.acm.org/cdq/technical-content-marketing-along-the-technology-adoption-lifecycle/).

Article Abstract: This article provides an overview of technical content marketing and examines the audiences and messaging for technical product messaging, which differ from general consumer products. Notably, technical products, particularly those in innovative categories, require a varying marketing strategy throughout the technology adoption lifecycle as products appeal to customers with different attitudes towards technologies. Especially, content marketing for innovative technologies requires an understanding of the technical consumers' (or audiences') psychological motivations and needs, which have yet to be reviewed in the technical communication literature. In this article, the foundations of marketing innovative technical products are explored, with a specific focus on the messaging strategies as it changes to educate and persuade different categories of technology consumers during different phases of the technology adoption lifecycle. For new technical products and categories of products, the messages and channels of information evolve as the technical innovation progresses from the early market to a mainstream market, with both requiring adaptation to different audience segments and in response to emerging competitive pressures. For the majority of technical innovations, the technical content marketing strategy and messaging is a long-term investment for change to reach different consumer groups at the appropriate stage of the technical product life cycle.

We invite you to contribute to the conversation. Communication Design Quarterly strives to be a place open to all types of research and writing as it relates to communication design, and we welcome non-traditional work and work by emerging scholars. We also know that many of our number work outside of academia, and welcome experience reports that summarize important technologies, techniques, methods, pedagogies, or product processes. We are also interested in proposals for guest editing special issues.

And if you have something that would be a good fit for Communication Design Quarterly, please review our article guidelines<http://sigdoc.acm.org/publication/communication-design-quarterly-review/> (sigdoc.acm.org/publication/communication-design-quarterly-review/) and direct inquiries or submissions to our Editor in Chief, Dr. Derek G. Ross, at derek.ross at auburn.edu<mailto:derek.ross at auburn.edu>.

Best,
Luke Thominet, PhD
Communications Manager
SIGDOC

-------------- next part --------------
An HTML attachment was scrubbed...
URL: <http://attw.org/pipermail/attw-l_attw.org/attachments/20210528/5e53aecc/attachment-0001.htm>