Traditionally, the content strategy for technical communications has tended to be undifferentiated. That is, organizations would define the components of a doc set: user guide, admin guide, quick reference card, reference, etc, and would produce that same set of documents for every product and every product release from 1.0 to the very last release before the product was finally put out to pasture.
This undifferentiated strategy was based on a expectation about the role of documentation in a product — an expectation shared by both customer and vendor. But today, thanks to the Web, expectations have changed, and with frequent releases and squeezed margins, the cost of meeting the old expectation has become increasingly burdensome. As a result, more and more organizations are questioning the value of documentation, and the value of developing it in-house as opposed to outsourcing or off-shoring it.