I have characterized the difference between writing for the academy techcomm as working out the same muscles with new exercises. Plain language is a major theme in these blogs. Module 4, in particular, championed a concept Anton Chekhov once wrote to Maxim Gorky:
You understand what I mean when I say, “The man sat on the grass.” You understand because the sentence is clear and there is nothing to distract your attention. Conversely, the brain has trouble understanding me if I say, “A tall, narrow-chested man of medium height with a red beard sat on green grass trampled by passersby, sat mutely, looking about timidly and fearfully.” This doesn’t get its meaning through to the brain immediately, which is what good writing must do, and fast.
Writing clear, accessible content is easier said than done. Still, high-quality content “gets its meaning through the brain immediately”; it is a must in technical communication. Module 4 emphasized reusable content and accessible language. Both concepts safeguard high-quality content.
What did you read or watch that surprised, delighted, or disappointed you? Why?
Reusable content is delightful.
Topic-based authoring, the starting point of reusable content, is practical and effective. A technical communicator crafts a chunk of text that describes a specific topic. This ‘chunk’ is then added to a modular database, ready for reuse. A company can repurpose these chunks by publishing blog posts, printed brochures, or .pdfs.
Modular information functions like all-terrain tires. The tires can handle pavement, sand, dirt, and mud. Similarly, chunks can fit wherever necessary: brochures, white sheets, or FAQs.
The efficiency of reusable content—both images and topics—was fascinating. Modular content allows a company to generate clear, cohesive, and consistent content quickly. In doing so, it helps a company make money by increasing brand awareness and, as a result, revenue. It boosts a company’s competitive advantage, saving them from rewriting materials.
If well-managed, these chunks also reduce the risk of ROT. If the content needs revision or updating, topic-based authoring creates a domino effect. Amend the initial chunk, and copy-and-paste to revise the relevant publications, guaranteeing brand-consistent messaging.
What was most meaningful for your own career goals? Why?
Module 4’s emphasis on accessibility was profound. These guidelines drew my attention to alienating language that I could easily overlook. These principles also helped me improve my craft of usable tech communication for my target audience.
For example, one area of accessibility our client prioritized was directional language. Google’s developer documentation style guide states, “Don’t use directional language to orient the reader, such as above, below, or right-hand side. This type of language doesn’t work well for accessibility or for localization reasons.” The document solves the problem: “Don’t use directional language to refer to a position in a document. Instead, use earlier, preceding, or following.” Or, for specific UI experiences, it suggests providing a screenshot.
As Dr. Kim Campbell noted in her lecture for Module 4, accessibility is an element of usability.
The Web Accessibility Initiative (WAI) has ten videos about accessibility on YouTube. On WAI’s website, they summarize the videos with a memorable tagline: “Accessibility: essential for some, useful for all.” Obviously, inclusive content is essential, but its efficacy is universal. Effective design for individuals with limited speech, mobility issues, blindness, hyperactivity, or dyslexia will be effective for busy users on a time crunch, at-home workers, elderly users who may not be as familiar with technology. Accessible language ensures content can “get its meaning through the brain immediately” for everyone.
For example, increased accessibility has revolutionized our driving patterns. I remember printing out MapQuest directions and stapling them together. It was the best we had, but it was less accessible because it was less usable. Without fail, the A/C would fold over the page right when I needed to know which direction to turn.
Companies tried to remedy this process selling GPS systems or insert them in vehicles.
Now, whoever has a smartphone has an accurate, usable GPS system at their beck and call.
Of course, the situation demands they use directional language. But compare the accessibility of MapQuest with apps like Google Maps or Apple Maps. No contest! These apps can show a driver’s location in real time, assisting their drive from A to B with visual aids and providing clear directions with language and images, including arrow signs, lane guidance, and arrival times.
Accessibility is a top priority because usability is. Our target audience must be inclusive, representing the diverse group who access our content. Ultimately, accessible content improves a user’s retention throughout the customer journey. Retention fosters loyalty, which keeps a user coming back to purchase other products. Better yet, it encourages customers to recommend our products to others.
Reusable content and accessible language are essential concepts in technical communication. They guarantee that a piece of content “gets its meaning through” to the user—and fast. Reusable, accessible content is high-quality content. Both concepts ensure the user receives brand-consistent language that reinforces customer retention and bolsters loyalty.
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Works Referenced:
Campbell, Kim Sydow. “Assessing Content: Part 2 (Module 3: TECM 5200)” (class lecture, University of North Texas, Denton, TX).
Chekhov, Anton to Maxim Gorky. “September (3) 1899.” https://theamericanreader.com/3-september-1899-anton-chekhov-to-maxim-gorky/
Land, Paula Ladenburg. Chapters 17, 19. Content Audits and Inventories: A Handbook for Content Analysis, 2nd edition. Denver, CO: XML Press. 2023.
Google. “Write Accessible Documentation.” Google Developer Documentation Style Guide. https://developers.google.com/style/accessibility
W3C Web Accessibility Initiative (WAB). “Accessibility: It’s About People.” https://www.w3.org/WAI/people/