Creating high quality contents takes time. A lot of people write nowadays but very few are writers. In the software industry, most of those who write very well are in the marketing side not on the technical side.
The impact of high quality contents is very high over time. Engineers and other profiles related with technology tend to underestimate this fact. When approaching the creation of contents, their first reaction is to think about the effort that takes, not the impact. Marketers have exactly the opposite view. They tend to focus in the short term impact.
Successful organizations have something in common. They focus a lot of effort and energy in reporting efficiently across the entire organization, not just vertically but horizontally, not just internally but also externally. Knowing what others around you are doing, their goals, motivations and progress is as important as communicating results
One of the sentences that I do not stop repeating is that a good team gets further than a bunch of rock stars. I think that a collective approach to content creation provides better results in general, in the mid term, than individual ones. Specially if we consider that Free Software is mainstream nowadays. There are so many people doing incredible things out there, it is becoming so hard to get attention....
Technology is everywhere. Everybody is interested on it. We all understand that it has a significant impact in our lives and it will have even more in the future. That doesn't mean everybody understands it. For many of us, that work in the software industry, speaking an understandable language for wider audiences do not comes naturally or simply by practising. It requires learning/training.
Very often is not enough to create something outstanding once in a while to be widely recognized. The dark work counts as much as the one that shines. The hows and whys are relevant. Reputation is not in direct relation with popularity and short term successes. Being recognized for your work is an everyday task, a mid term achievement. The good thing about reputation is that once you achieve it, the impact of your following actions multiplies.
We need to remember that code is meant to die, to disappear, to be replaced by better code, faster code, simpler code. A lot of the work we do ends nowhere. Both facts, that are not restricted to software, doesn't mean that creating that code or project was not worth it. Creating good content, helps increasing the life time of our work, specially if we do not restrict them to results.
All the above are some of the motivations that drives me to promote the creation of a team blog wherever I work. Sometimes I succeed and sometimes not, obviously.
What is a team blog for me?
- It is a team effort. Each post should be led by a person, an author, but created by the team.
- It focuses on what the team/group do, not on what they will do, what they think or what they want. Why? because a team blog is way more than a promo tool, it is also a reporting one.
- It is supported by a communication expert as editor, not just to increase the quality and potential impact of every content, but to increase the team skills as writers in a practical way.
- It is management driven because it requires to embed it in the team processes and group dynamics. So it requires analysis, a clear goal, follow up and activation energy, specially during those moments in which the team workload is high, so writing is not perceived as a high priority.
- In order to ease the identification of the team with the blog and vice-versa, the promo aspects should serve the team and not the other way around. This is a key difference between this action and other common marketing efforts done by every organization.
- Selecting the right topics to write about is not a question since, as mentioned before, the team blog is about what the team is working on. The question is about when to publish, together with the approach used to create the articles. Again, a management point of view is essential here. That view can come from different areas of the organization or within the team, but has to be there to take full advantage of the effort.
- It feeds engineering reports. It saves time on this task in the long run.
- If the goal of the action and the vision brought up by the editor are set up correctly, the team blog should also feed the technical marketing and customer engagement efforts of the organization/business unit.
- In the mid term, the blog serves as input for evaluating the performance/accomplishments of the team as a group, when associated with the key objectives previously defined. This is true not just from a management or customers perspective. What is more important, the team blog serves as evaluation input for the team itself too. The retrospective that this action can provide is essential for the growth of any team.
I am pushing such action once more, this time at Linaro. The name of the blog is Core Dump. My presentation describes the motivations and goals that drives it. There is a talented group of professionals behind it so I hope that in just a few months we will be able to evaluate the results. I am confident we will succeed since we have every required ingredient.