Why You Should Unify All Your Product Information In One Digital Portal

Larry Swanson interviews Scott Abel on the Content Strategy Insights podcast

As the digital landscape grows more diverse and complex, online customers actively consume various types of information. To do so, they must jump from one location to another to piece together the answers they need. This approach is a bad one because it does nothing to improve the customer experience.

We can and should improve this situation. Some organizations are adopting a concept I refer to as 'content unification’ as the foundation for a new and improved experience.

How does content unification relate to content operations?

When you start the journey toward content unification, chances are good that you’ll discover operational challenges that introduce opportunities to improve your content production processes. Making your content operations more effective improves your organization’s ability to create and deliver useful content experiences that deliver content aligned with your customer’s journey.

I discuss this concept and more with Larry Swanson, the host of the Content Strategy Insights podcast. Give it a listen using the audio player below.

Listen to the Content Strategy Insights podcast (episode 170)

Some of the topics we cover include:

• The origins of The Content Wrangler and my work as a content strategy advocate for Heretto

• The concept of content unification and how various companies are reaping benefits from this integrated approach

• The link between content unification and enhanced customer experiences

• API documentation research that reveals discrepancies between software developers' stated behaviors and their actual actions

• The three ‘types” of software developers: systematic, opportunistic, pragmatic

• Why we need AI capabilities in content management, particularly AI copilot agents that can aid content professionals in their workflows

• The significance of producing scalable, self-service content

The Reltio product documentation portal combines all sorts of content — step-by-step instructions, release notes, learning aids, API documentation, product specifications, and more.