The LavaCon Content Strategy Conference | 14–17 October 2023 | San Diego, CA
Tig Newman

As the principal content strategist and information architect for Google Cloud’s Looker, Tig’s skills combine knowledge management, technical content creation, instructional delivery, hands-on technical skills, and data analysis. She has performed and managed most content-related roles at tech startups, midsize companies, and large companies (including Oracle and HP.)
After proposing the creation of her position, Tig’s worked cross-functionally – helping teams to find what they need, facilitating synergy between them, and initiating additional data tracking.

Spanning Silos: Using Data and Content to Build Synergy Across Product Teams

We talk about breaking content silos but what if you could lead cross-functionally to break content AND data silos? Can you quickly serve all available content for the product/service area needed right now for a customer or employee? Can your engineering/manufacturing team easily relate to data generated by customer-facing teams? Do Marketing and Support even speak the same language? Can you see what content is being used, avoid redundant effort, and prioritize filling content gaps?

In this session you will learn how a knowledge management team successfully implemented a content and data strategy uniting documentation, support, engineering, product management, training, sales, the community forum, and customer experience. You’ll learn the potential for your enterprise by seeing where we’ve broken down silos across content and far beyond – to track and combine data that revealed operationally useful data insights. You’ll learn our tips (and missteps) for:

  • Getting buy-in from upper management, team leaders, and champions
  • Designing simultaneously for humans, dashboards, alerts, and algorithms
  • Creating a taxonomy to handle multiple levels of specificity
  • Thinking beyond content
  • Balancing team and cross-functional needs
  • Adapting to change and setbacks
  • Bringing it all home with tools to help employees and customers
  • Using that unified data to shape your future initiatives”