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Save the date for

Adobe Tech Comm Day – Denmark

Date: 11th September, 2017 | 12:00 p.m. to 5:30 p.m.

Venue: Scandic Sydhavnen, Copenhagen

The event is free and ‘open to all’. Seats are limited, book yours at the earliest.

Why attend?

Join us for the very first Adobe Tech Comm Day in Denmark on the 11th of September! The event is specifically designed to give you an opportunity to meet and learn from renowned technical communication experts, get hands-on with the latest tools, and connect with peers.

Choose from a series of sessions that will cover key trends shaping the technical communication industry today, give live training on the latest tools that are transforming the way content is created, delivered and consumed, and showcase the ease with which one can migrate to modern, more efficient content workflows – without leaving your existing content behind.

Get valuable insights from industry experts

Grow your professional network

See new tools in action

Who should attend?

While the event is open to anyone who is interested,
the sessions will be particularly beneficial for industry professionals who hold following roles:

Technical Writers, Authors and Content Developers
Technical Publication Managers
Documentation Specialists, Engineers and Managers
Subject Matter Experts
Instructional Designers
Knowledge and eLearning Professionals
User Experience Designers
Information Architects and Developers
Policies and Procedures Specialists
Casual Content Contributors
IT Managers
Customer Success and Customer Experience Managers
Marketing Managers


    12.00 PM - 12.45 PM
    Networking lunch
    12.45 PM - 1.00 PM
    Welcome note

    Bjorn Smalbro, Stefan Gentz

    1.00 PM - 1.45 PM
    Key trends in technical communication – Adobe research findings

    Stefan Gentz

    Session description:

    As Technical Communicators, it’s important to understand and stay on top of key trends as they shape the future of Technical Communications.

    Every year Adobe Technical Communication reaches out worldwide to a very diverse group of Technical Communication professionals to understand their preferences, tools usage, and best practices. The results highlight common trends in areas like Content Authoring, Publishing, and Consumption.

    Key trends are related to the adoption of Structured Authoring, ever increasing need of Collaboration, Mobile and Web Publishing and Analytics.

    Stefan Gentz, Adobe worldwide TechComm Evangelist, will provide insights into four key areas that are transforming the industry.

    1.45 PM - 2.30 PM
    Migration to structured content from unstructured – why and how to

    Jang Graat

    Session description:

    The benefits of using modern structured authoring platforms are often outweighed by one huge disadvantage: you either have to start rewriting all your content from scratch or take a long time-out in which you convert all your existing content to your choice of XML. This is not true for FrameMaker, as this authoring tool handles structured and unstructured content in the same way. Based on its built-in tools for conversion, this tool offers you a unique migration path from the old format-based markup to semantically rich structured content. At any given time, you can publish your mix of content to a large number of output formats. This presentation shows you how this process works.

    2.30 PM - 2.45 PM
    Coffee break
    2.45 PM to 3.30 PM
    The convergence of marketing and technical content for uniform customer experience

    Stefan Gentz

    Session description:

    For the last decade, most discussions in technical documentation were all about automation, moving to XML and structured content, improving quality, managing technical documentation more efficiently, and reducing costs. Now it’s time to talk about “customer experience”. And it’s time to talk about impacting the “customer journey” across all touch-points, pre- and post-sale.

    In this session, Stefan Gentz, Worldwide TechComm Evangelist for Adobe, will discuss the creation and delivery of technical content and how it’s becoming increasingly important to treat technical communication as marketing communication. The ability to seamlessly blend marketing content and technical content into a unified customer experience becomes the key to success. What you need is a powerful platform that can effectively manage all kinds of assets, both marketing and technical, and deliver them to all channels as dynamic, intelligent content that enables personalization and multi-channel delivery to communicate with customers ‘in one common voice’, wherever they might be in the customer journey.

    3.30 PM - 4.15 PM
    The need for single-sourcing and multichannel publishing – web, mobile, desktop and print

    Jang Graat

    Session description:

    When the term single-sourcing was coined many decades ago, the single source was usually one entire document, and the reuse was limited to publishing that document to PDF as well as CHM. With all the new output formats that have appeared in the 21st century, simply pushing the exact same source into all those channels is not going to make users happy anymore. Content needs to be customised to different output formats (web, online help, ebook, etc). At the same time, we need to avoid going back to the copy-paste-adapt cycle we were using before single-sourcing appeared on the stage. This presentation shows you a number of techniques that allow you to produce true single-sourced auto-customised publications across all the channels that are available today.

    4.15 PM - 4.30 PM
    Thank you note

    Bjorn Smalbro, Stefan Gentz

    4.30 PM - 5.30 PM
    Networking cocktail reception



Jang Graat
Founder/CEO, Smart Information Design
Jang Graat
Founder/CEO, Smart Information Design

Jang studied Physics, Psychology and Philosophy in three different cities before embarking on a fast-track career in the supercomputer manufacturing domain back in 1987. He has tons of experience as technical author, trainer, consultant and developer. He has been using FrameMaker since version 7 and taught himself programming in a wide variety of languages. In the past decade, he has concentrated on making FrameMaker do all kinds of things that it does not do out of the box. This has earned him the unofficial honorary title ‘the Frame tamer”. Jang lives in the Netherlands with his princess, 2 cats, a Macbook Pro, a library of philosophy books and a bunch of musical instruments.

Stefan Gentz
Worldwide TechComm Evangelist, Adobe
Stefan Gentz
Worldwide TechComm Evangelist, Adobe

As the Global Evangelist for Technical Communication at Adobe, Stefan’s mission is to inspire enterprises and technical writers around the world and show how to create compelling technical communication content with the Adobe TCS tools.

Stefan is also a certified Quality Management Professional, ISO 9001 / EN 15038 auditor, Change Management Assessor, ISO 31000 Risk Management expert and Six Sigma Champion.

Stefan is a popular speaker and moderator on conferences such as tekom, tcworld, Intelligent Content Conference, Congility, LocWorld, TCUK, STC, GALA, ELIA, and many other. He is also a member of the Conference Advisory Board of the world’s biggest TechComm event, the tekom / tcworld Conferences and an Ambassador for the Globalization and Localization Association (GALA). He is also an active social networker on Facebook, Twitter and LinkedIn.

Bjorn Smalbro
Owner & Founder of Studio Smalbro and FrameMaker.dk
Bjorn Smalbro
Owner & Founder of Studio Smalbro and FrameMaker.dk

Bjorn has worked with FrameMaker and Technical Documentation/translation management since 1993, and before that he had a career working with 3D Design at Lego. He has been using FrameMaker since version 5 and has worked freelance with design, development and training for most of the biggest danish companies like Danfoss, Grundfoss, Bruel & Kjær et al.

Having worked with all sorts of design work, he has nurtured an interest in the field of content strategy.

Bjorn lives and works in Copenhagen and besides his work with graphics and design, he is also the owner of Tequila.dk - Denmarks premier webshop for quality Tequila and Mezcal.


Scandic Sydhavnen,
Sydhavns Pl. 15, 2450 København,


Registration for the event is now closed.

Note: Online registrations will close at 11.59 PM CET on September 9, 2017. Seats are limited, book yours at the earliest.

Contact us

We welcome your questions and comments regarding the event or the registration process.
Please drop us an email at techcomm@adobe.com


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