Presentations by Connie Giordano and Al Martine

Building a Winning Business Case to Fund Content Initiatives

Expanding the technical communication sphere of influence requires a more holistic approach to supporting the business organization than many in the field are familiar with. There’s no argument that technical communicators can add value, contribute to the bottom line, and help build loyal, fanatical customers. This session explores how technical communicators can build the business case(s) you need to take a more active visible role in product development and business strategy by speaking directly to management’s needs and agenda.

We’ll discuss what skills that we already possess (audience analysis, research, rhetoric and reason) can be used to build business cases that develop and expand your team, your influence in the organization and your ability to support the goals central to your company’s success.

We’ll discuss…

  • What are “business cases?”
  • Knowing your audience
  • Good and bad arguments
  • Key ingredients
  • Delivering your case
  • Role playing
  • Benefits of building business cases

About Connie Giordano and Al Martine

Al MartineA former non-profit fundraiser and change management consultant (the friendly and useful type, not the evil type) and now he’s the head of TechWhirl Janitorial Services. If it’s going well or poorly with TechWhirl’s websites he’s probably the one to thank or blame.

Al has his undergraduate in marketing from West Virginia University and MBA from London Business School. When he’s not working on the sites, he can be found cheering on the Mountaineers, taking a nice long run or looking for life’s ultimate question.

He can be reached by writing nearly any email address to TechWhirl or on his personal blog, World Sojourner : 3760or on his Twitter account @AlMartine.

Connie GiordanoConnie Giordano, a partner in INKtopia Limited, serves as Editor of TechWhirl’s Tech Writer Today online magazine. She has been a list member and contributor since the days when 14,400 baud was high speed communications, and Windows 95 was state-of-the-art.

Connie serves at the Editor for TechWhirl’s Tech Writer Today online magazine, as well as a frequent contributor. If you find a typo or an awkwardly worded sentence, flame her rather than Al or the SWU. She’s also the list moderator, which means all those years fighting with her sisters growing up is finally paying off. Connie attained a Master of Arts in Organizational Communication from Queens University, and actually started on the “dark side” with an undergraduate degree in Mass Communications/Advertising. She can change hats faster than a NASCAR driver at a press conference, switching between technical writer, knowledge manager, information designer, product manager, pubs manager, project communications lead, UI designer, communications consultant, and change management specialist, among others.

In addition to TechWhirl, Connie owns The Right Words and spends daylight hours doing change management, knowledge management and content management for really Big Financial Services companies, and a variety of really cool small businesses. Contact her at or LinkedIn or Twitter @cpgiordano.