The Business of Help: Strategic Content for the Post-Sales Journey

If you missed it, or want to revisit the key strategies discussed, this session moved beyond viewing deliverables like user manuals and API documentation as mere information, positioning them instead as strategic business assets crucial for success.

Sharon explored the intricate role of post-sales technical content strategy in tackling real-world business challenges, with a special focus on enhancing customer stickiness (long-term engagement and loyalty).

Key Takeaways from the session:

• Content Drives Retention & Stickiness: Learn how personalized and accessible post-sales documentation directly impacts long-term customer engagement.
• Technical Foundations for Adoption: Dive into leveraging structured authoring standards like DITA for modular, scalable content, and integrating UX principles for more intuitive user experiences to accelerate product adoption.
• Measuring ROI and Success: Master the use of analytics tools to track metrics (page views, bounce rates) and key KPIs like NPS (Net Promoter Score) and LTV (Customer Lifetime Value).
• Building Trust to Reduce Churn: Implement essential techniques like error-proofing, progressive disclosure, and effective feedback loops.
• Continuous Improvement: Understand the importance of content audits, user surveys, and iterative refinements to align your content strategy with overarching business goals.

About the Speaker

Sharon Burton is a Content Strategist at AMD and a part-time instructor in the Engineering department at the University of California, Riverside. With a background in cultural anthropology, she has dedicated her career to making content creation easier for businesses and users alike. Sharon has taught over 8,000 students in corporate and academic settings and is the co-author of Engineering Words (XML Press) and editor of the upcoming Women in Technical Communication: From Typewriters to Touchscreens (XML Press, 2026).