{"id":236,"date":"2011-09-13T12:45:28","date_gmt":"2011-09-13T12:45:28","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=236"},"modified":"2011-09-14T22:27:01","modified_gmt":"2011-09-14T22:27:01","slug":"how-computer-authored-content-can-miss-the-key-point","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/how-computer-authored-content-can-miss-the-key-point\/","title":{"rendered":"How computer-authored content can miss the key point"},"content":{"rendered":"<div><img decoding=\"async\" title=\"Hand Of The Robot And The Laptop\" src=\"http:\/\/www.dreamstime.com\/hand-of-the-robot-and-the-laptop-thumb11434131.jpg\" alt=\"Hand Of The Robot And The Laptop\" \/><\/div>\n<p>We read last weekend&#8217;s NYT piece on <a href=\"http:\/\/www.nytimes.com\/2011\/09\/11\/business\/computer-generated-articles-are-gaining-traction.html?_r=1&amp;scp=1&amp;sq=narrative%20science&amp;st=cse\">computer-generated news stories<\/a> with great interest (and we will quickly add that, no, this post is not being written by a machine).\u00a0 The story reminded us of something we used to hear NetApp chairman Dan Warmenhoven say repeatedly to anyone who listened.\u00a0 According to Warmenhoven, writing the plan isn&#8217;t so much about the the plan you end up with.\u00a0 Rather, it&#8217;s largely about the<em> process<\/em> you go through to produce the plan.\u00a0 What you think about, discover, debunk or become aware of as part of the diligence of the planning process can often force you re-think your strategy, tactics and even some of the fundamentals of your whole business.\u00a0 This can make a huge difference.<\/p>\n<p>Our experience with the process of <a href=\"http:\/\/write-angle.com\">writing white papers, case studies, speeches, or even blog posts<\/a> is absolutely consistent with Warmenhoven&#8217;s observation.\u00a0 The ideas and insights that can, and often do, bubble up during interviews &#8212; not to mention the reflection that happens during the editing process &#8212; provide the driving force a team may need to re-think its assumptions.\u00a0 They can drive improvements to your strategy and a sharpening of tactics.\u00a0 They can fortify a connection with a customer or a partner, especially during preparation of a case study.\u00a0 We think of these things as being the equivalent of the &#8220;hallway conversations&#8221; you miss when your interactions are strictly via email, teleconference or webinar.\u00a0\u00a0 While we won&#8217;t\u00a0 minimize the power and significance of machine intelligence, sometimes an &#8220;end product&#8221; includes what&#8217;s learned during <em>production.<\/em> Ask Dan Warmenhoven.<\/p>\n<p>Do you see the content-generation process as way to make observations about your business or product strategy?\u00a0 Do you look at producing case studies and white papers as a chance to broaden relationships with customers?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We read last weekend&#8217;s NYT piece on computer-generated news stories with great interest (and we will quickly add that, no, this post is not being written by a machine).\u00a0 The story reminded us of something we used to hear NetApp chairman Dan Warmenhoven say repeatedly to anyone who listened.\u00a0 According to Warmenhoven, writing the plan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,52,36,9,53,44],"tags":[85,81,84,83,82],"class_list":["post-236","post","type-post","status-publish","format-standard","hentry","category-case-studies","category-content-marketing","category-content-strategy","category-online-content","category-white-papers","category-writing-services","tag-artificial-intelligence","tag-dan-warmenhoven","tag-machine-intelligence","tag-netapp","tag-planning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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