The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Christopher Ward

As an individual, I am deeply committed to personal authenticity and fostering genuine connections grounded in verifiable facts. With an unwavering belief in the power of personal growth and meaningful interactions, I strive to embody these principles in every aspect of my life.

My overarching goal is to make a substantial impact on the Documentation Industry, elevating its significance as a pivotal tool for business growth and success.

To achieve this objective, I have dedicated myself to understanding the intricate needs of documentation teams and the profound influence of the content they create. This journey has taken me across the globe, where I have had the privilege of presenting on this critical topic at esteemed conferences such as STC Summit, LavaCon, Tekom, DITA NA, DITA Europe, and numerous others.

In addition to my contributions as a presenter, I have authored insightful white papers and contributed articles to esteemed publications like STC Intercom, among others. Through these avenues, I endeavor to enhance the industry’s comprehension of the transformative potential of documentation in revenue generation and organizational success.

My analytical journey commenced in Military Intelligence, where I honed my skills in strategic analysis and critical thinking. Building upon this foundation, I transitioned to the dynamic realm of the business world, collaborating with Fortune 500 and small business enterprises alike. In each endeavor, I seek opportunities to share my expertise and empower individuals to achieve their aspirations on the path to success.

With a steadfast commitment to excellence and continuous improvement, I am driven to inspire positive change within the Documentation Industry and beyond.

Elevating Documentation Excellence: Integrating AI for Robust Content Taxonomies

With the advent of AI, documentation designers must explore its optimal integration into document creation processes. One of the most promising applications of AI lies in the development of taxonomies. Through AI, document designers can establish robust taxonomy frameworks as foundations for expansion. Once established, designers can integrate marketing content taxonomies, thereby constructing comprehensive content taxonomies that effectively organize, manage, and optimize content assets. This optimization extends to driving engagement, fostering conversation, and enhancing customer satisfaction across various digital channels and marketing campaigns, including newly developed product documentation campaigns.
This breakout session aims to introduce the integration of AI into the creation of robust Content Taxonomies. Attendees will gain insights into how AI can elevate the value of documentation across all channels, thereby enhancing the overall customer experience.

In this workshop, attendees will learn:

  • The two fundamental concepts underlying all AI.
  • The key components essential for creating a taxonomy.
  • Differentiating and identifying similarities between a Marketing Content Taxonomy and a Product
    Content Taxonomy.
  • Tools available to aid in the construction and maintenance of a robust taxonomy.
  • Methods for testing the effectiveness of a taxonomy.

Climbing the Google Analytics Mountain (GA4) for Documentation Excellence

In Brad Stone’s book “”The Everything Store,”” Jeff Bezos was quoted as saying, “Treat Google like a mountain. You can climb the mountain, but you can’t move it.” He also emphasized, “Use them, but don’t make them smarter.” It is now time for Technical Documentation Writers to leverage the power of Google. With the recent transformation of Google Analytics from Universal Analytics (GA3) to event-driven analytics (GA4), new possibilities have emerged for documentation creators to analyze, report, and enhance documentation, transforming it into a pivotal tool, marketing channel, and strategic asset for revenue and customer growth across all industries.
This workshop aims to equip attendees with the knowledge and skills to harness Google Analytics (GA4) to elevate customer experience and augment documentation value. Participants will learn how to leverage key features including User-Centric Measurements, Cross-Platform Tracking, Machine Learning, Predictive Analytics, and Future-Proofing strategies. Discover the latest technological advancements offered by Google within an environment centered not on advertising, but on documentation.
Through practical demonstrations and expert guidance, attendees will explore the transformative potential of GA4 in optimizing documentation strategies, driving customer engagement, and fostering business growth.
Attend this workshop and embark on a journey to leverage the newest technology from Google to revolutionize your documentation practices and enhance your organization’s success.

In this workshop, attendees will learn:

  • Organizing and Collecting Data:
    – Understanding how Google Analytics organizes and collects data to optimize reporting for
    – Exploring the impact of data organization on the accuracy and effectiveness of documentation
  • Setting up Accounts, Properties, and Data Streams:
    – Best practices for configuring accounts, properties, and data streams to maximize insights and
    analytics capabilities.
    – Strategies for structuring accounts to facilitate comprehensive documentation reporting and
  • Preparing Documents for Reporting to Google:
    – Practical tips and guidelines for preparing documents to effectively report back to Google
    – Optimizing document structure, formatting, and metadata to enhance tracking and analysis
  • Tracking Events and Custom Events:
    – Identifying events tracked by Google Analytics and exploring the role of custom events in
    documentation reporting.
    – Leveraging custom event tracking to capture specific user interactions and behaviors relevant to
  • Setting up Referrals:
    – Understanding the importance of referrals in documentation reporting and analysis.
    – Guidelines for setting up and managing referral tracking to capture valuable insights into user
    behavior and engagement.
  • Tour of the Google Analytics Interface:
    – Navigating through the Google Analytics interface to access key reporting features and
    – Understanding the layout and organization of the interface for efficient documentation analysis
    and reporting.
  • Setting up Explorations for Documentation:
    – Exploring different types of explorations, including Freeform, Funnel, and Path, and their
    applications in documentation reporting.
    – Techniques for setting up and customizing explorations to uncover actionable insights and trends.
  • Utilizing Model and Conversion Paths in Advertising for Documentation:
    – Leveraging model and conversion paths in advertising campaigns to optimize documentation
    engagement and conversion.
    – Strategies for using Google Advertising tools to report documentation insights into efforts for
    maximum impact.

Integrating Marketing into Your TechComm Strategy: A Key to Business Success

Renowned management guru Peter Drucker once stated, “”Because its purpose is to create a customer, the business enterprise has two — and only these two — basic functions: marketing and innovation.”” These words encapsulate the fundamental pillars of any successful business endeavor. Yet, despite their apparent simplicity, many businesses falter because they struggle to effectively execute these core functions.
In today’s competitive landscape, content transcends traditional marketing boundaries, emerging as one of the most potent value propositions within a business’s marketing arsenal. However, understanding and harnessing this potential remains a challenge for many organizations.
This dynamic presentation aims to shed light on the inherent value of content and elucidate strategies for seamlessly integrating marketing principles into your Technical Communication (TechComm) strategy. By bridging the gap between content creation and marketing objectives, participants will gain actionable insights into leveraging content as a strategic asset to drive business growth and enhance brand visibility.
Don’t miss this opportunity to unlock the transformative potential of integrating marketing into your TechComm strategy. Together, let’s embark on a journey towards maximizing the impact and value of your content and driving meaningful results for your organization.

In this session, attendees will learn:

  • Basic Overview of Marketing: Gain a foundational understanding of marketing principles to empower document creators in comprehending and contributing to any marketing plan within the organization.
  • Understanding Marketing Channels: Explore various marketing channels and learn how a documentation channel can effectively communicate with and resonate with target audiences, enhancing engagement and brand perception.
  • Convergence of Content and Marketing: Discover the transformative potential of integrating content and marketing strategies. Explore how this convergence can revolutionize audience engagement and lead generation approaches, driving tangible results for your organization.
  • Setting Goals for Documentation Strategy: Define actionable goals for your documentation strategy to enhance its value and foster cross-departmental collaboration. Learn how strategic goal-setting can elevate the impact of your documentation efforts and contribute to organizational objectives.
  • Measuring Success and Reporting Value: Explore innovative methods for measuring the success of your documentation strategy. Learn how to effectively report on the value generated by your documentation initiatives and leverage insights for continuous improvement and strategic decision-making.