On this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you thru the method we use to implement buyer suggestions, within the hopes which you can take it and apply it to your personal content material creation and upkeep methods.
Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!
Video Transcription
Hey, Moz followers. Welcome again to a different version of Whiteboard Friday. My identify is Meghan, and I am on the Studying staff right here at Moz. At present, I’ll discuss to you about harnessing the facility of suggestions with regards to content material iteration.
So one of many initiatives that I contribute to in my place right here is taking good care of our buyer assist heart, which we name the Assist Hub. In the event you’re not accustomed to the Assist Hub, that is the place we home all of our how-to guides, suggestions and tips, workflows, and troubleshooting guides for the Moz instruments. I do encourage you to test it out if in case you have a while later or if in case you have questions concerning the instruments.
A key a part of sustaining the Assist Hub contains gathering, monitoring, and implementing buyer suggestions, and it is a essential element for us. Why is that? Properly, as a result of we need to make sure that we’re offering high quality, useful content material to our prospects. As well as, this course of permits our prospects to seek out solutions to their questions shortly and simply at any time. It does take among the raise of our Assist staff as nicely by lowering the variety of tickets that they obtain asking these very questions. So I’ll go forward and take you thru the method that we use to implement buyer suggestions, in hopes which you can take it and apply it to your personal content material creation and upkeep methods.
Collect information
So what is step one? Properly, first, we collect information, as a result of we do not know what suggestions individuals have if we do not ask for it, proper? So in case you are accustomed to the Moz Assist Hub, you might have seen our surveys which can be on the backside of all of our articles. Right here, we ask if the article was useful, and we do that with a sequence of emojis that point out if it met their wants or not. If the shopper signifies that it didn’t, they do have the choice to enter a remark letting us know why.
In terms of gathering information by yourself content material, chances are you’ll decide so as to add a survey like this, or there are many different methods which you can begin to collect information to work with. So if in case you have a social media presence, you can begin conserving observe of suggestions there or ask your followers instantly for perception into what they discover most useful and least useful about your content material. Or you’ll be able to ship a survey out by way of electronic mail, ask your customer support staff for suggestions, take a look at buyer emails and tickets to see what questions the shoppers could also be asking, which you are not at the moment answering in your web site. We do this as nicely. We work carefully with our Assist staff to make sure that every little thing that we are able to reply is answered within the Assist Hub.
Analyze
So upon getting that information to work with, it is time to analyze it. So we assessment each vote counts, which means useful versus not useful, in addition to feedback right here at Moz. When feedback are left, we glance to see if there’s a possibility to implement a change in that information primarily based on the suggestions. Moreover, if we’re seeing a pattern in votes for a selected web page or part, we’ll check out how we are able to enhance or reword, replace the content material to raised serve the shopper.
One factor to bear in mind throughout this step, nonetheless, is that not all suggestions you obtain shall be actionable, and that is okay. A number of questions that I prefer to ask myself when suggestions for an article are: Was the shopper on the best web page to seek out their reply? If not, how did they get to this web page? Is there a possibility to assist them discover their method to the right web page, whether or not that is by way of hyperlinks or further sources, and so on.? Is there a query that I can reply on this web page, or ought to this query have its personal devoted web page? Typically we find yourself writing entire new guides primarily based on suggestions that we get from prospects. What was the shopper making an attempt to attain? How did this information fall quick in serving to them obtain that purpose?
Implement change
So now that we have recognized areas for enchancment, it is time to implement modifications to that content material. So this can be so simple as including an FAQ to reply a particular query or as concerned as writing a brand new workflow or troubleshooting information, as I discussed beforehand. Simply for example, some particular issues, some particular modifications that we carried out primarily based on buyer suggestions embrace including fast hyperlinks to all of our pages for simpler navigation, creating separate pages for every of our key phrase metrics, and constructing out a number of workflows primarily based on questions that prospects have requested.
This step within the course of might look completely different relying on the kind of content material that you simply create and the kind of suggestions that you simply obtain. For instance, in the event you primarily work in creating video content material and also you obtain suggestions that prospects want the movies had subtitles, chances are you’ll decide to implement these on previous movies in addition to any that you simply launch shifting ahead. Nevertheless, if in case you have a weblog or a publication or another sort of long-form content material, it could not make sense to make use of sources to replace older items of content material. As an alternative, chances are you’ll decide to start out implementing these modifications in your content material shifting ahead. It could be a mix of these. Possibly you’ve gotten some actually standard articles that may be up to date from the previous and begin implementing these modifications in your content material shifting ahead.
Monitor outcomes
So after implementing your modifications, you need to you should definitely observe your outcomes. We observe our votes and survey responses repeatedly to assist monitor for replace alternatives and to see if the responses have modified for that individual piece of content material.
Lastly, we begin the cycle over again, gathering extra information, analyzing it, implementing modifications, after which monitoring the outcomes.
Implementing this course of right here at Moz has allowed us to see a correlation between modifications that we have made to the Assist Hub content material and the variety of useful votes that we obtain. We deal with this a part of our content material library as a residing doc that’s at all times evolving to not solely account for software modifications but additionally to take into consideration buyer suggestions. Gathering suggestions in your content material may also help to determine traits in what your prospects are partaking with and how one can additional enhance your choices shifting ahead. That is key. You need to at all times be bettering.
It could actually additionally assist to determine sources which will want updating or concepts for future content material. For instance, if in case you have a weblog submit about the way to bake a cake and your readers are commenting that they do not know the way to choose the proper of pan for the recipe, there could also be a possibility to publish a brand new weblog submit about the perfect sorts of cake pans. Or in the event you publish assist guides, like myself, if a buyer says they could not discover the reply to their query in that article, there could also be a possibility to look into questions like those that we outlined earlier in our analyze step. What are they making an attempt to attain? How did they find yourself on this web page? How can I assist them to achieve their purpose?
I hope that you simply discovered this useful and that you simply’re able to get on the market and begin harnessing the facility of suggestions. Thanks a lot, Moz followers. We’ll see you subsequent time.
On this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you thru the method we use to implement buyer suggestions, within the hopes which you can take it and apply it to your personal content material creation and upkeep methods.
Click on on the whiteboard picture above to open a excessive decision model in a brand new tab!
Video Transcription
Hey, Moz followers. Welcome again to a different version of Whiteboard Friday. My identify is Meghan, and I am on the Studying staff right here at Moz. At present, I’ll discuss to you about harnessing the facility of suggestions with regards to content material iteration.
So one of many initiatives that I contribute to in my place right here is taking good care of our buyer assist heart, which we name the Assist Hub. In the event you’re not accustomed to the Assist Hub, that is the place we home all of our how-to guides, suggestions and tips, workflows, and troubleshooting guides for the Moz instruments. I do encourage you to test it out if in case you have a while later or if in case you have questions concerning the instruments.
A key a part of sustaining the Assist Hub contains gathering, monitoring, and implementing buyer suggestions, and it is a essential element for us. Why is that? Properly, as a result of we need to make sure that we’re offering high quality, useful content material to our prospects. As well as, this course of permits our prospects to seek out solutions to their questions shortly and simply at any time. It does take among the raise of our Assist staff as nicely by lowering the variety of tickets that they obtain asking these very questions. So I’ll go forward and take you thru the method that we use to implement buyer suggestions, in hopes which you can take it and apply it to your personal content material creation and upkeep methods.
Collect information
So what is step one? Properly, first, we collect information, as a result of we do not know what suggestions individuals have if we do not ask for it, proper? So in case you are accustomed to the Moz Assist Hub, you might have seen our surveys which can be on the backside of all of our articles. Right here, we ask if the article was useful, and we do that with a sequence of emojis that point out if it met their wants or not. If the shopper signifies that it didn’t, they do have the choice to enter a remark letting us know why.
In terms of gathering information by yourself content material, chances are you’ll decide so as to add a survey like this, or there are many different methods which you can begin to collect information to work with. So if in case you have a social media presence, you can begin conserving observe of suggestions there or ask your followers instantly for perception into what they discover most useful and least useful about your content material. Or you’ll be able to ship a survey out by way of electronic mail, ask your customer support staff for suggestions, take a look at buyer emails and tickets to see what questions the shoppers could also be asking, which you are not at the moment answering in your web site. We do this as nicely. We work carefully with our Assist staff to make sure that every little thing that we are able to reply is answered within the Assist Hub.
Analyze
So upon getting that information to work with, it is time to analyze it. So we assessment each vote counts, which means useful versus not useful, in addition to feedback right here at Moz. When feedback are left, we glance to see if there’s a possibility to implement a change in that information primarily based on the suggestions. Moreover, if we’re seeing a pattern in votes for a selected web page or part, we’ll check out how we are able to enhance or reword, replace the content material to raised serve the shopper.
One factor to bear in mind throughout this step, nonetheless, is that not all suggestions you obtain shall be actionable, and that is okay. A number of questions that I prefer to ask myself when suggestions for an article are: Was the shopper on the best web page to seek out their reply? If not, how did they get to this web page? Is there a possibility to assist them discover their method to the right web page, whether or not that is by way of hyperlinks or further sources, and so on.? Is there a query that I can reply on this web page, or ought to this query have its personal devoted web page? Typically we find yourself writing entire new guides primarily based on suggestions that we get from prospects. What was the shopper making an attempt to attain? How did this information fall quick in serving to them obtain that purpose?
Implement change
So now that we have recognized areas for enchancment, it is time to implement modifications to that content material. So this can be so simple as including an FAQ to reply a particular query or as concerned as writing a brand new workflow or troubleshooting information, as I discussed beforehand. Simply for example, some particular issues, some particular modifications that we carried out primarily based on buyer suggestions embrace including fast hyperlinks to all of our pages for simpler navigation, creating separate pages for every of our key phrase metrics, and constructing out a number of workflows primarily based on questions that prospects have requested.
This step within the course of might look completely different relying on the kind of content material that you simply create and the kind of suggestions that you simply obtain. For instance, in the event you primarily work in creating video content material and also you obtain suggestions that prospects want the movies had subtitles, chances are you’ll decide to implement these on previous movies in addition to any that you simply launch shifting ahead. Nevertheless, if in case you have a weblog or a publication or another sort of long-form content material, it could not make sense to make use of sources to replace older items of content material. As an alternative, chances are you’ll decide to start out implementing these modifications in your content material shifting ahead. It could be a mix of these. Possibly you’ve gotten some actually standard articles that may be up to date from the previous and begin implementing these modifications in your content material shifting ahead.
Monitor outcomes
So after implementing your modifications, you need to you should definitely observe your outcomes. We observe our votes and survey responses repeatedly to assist monitor for replace alternatives and to see if the responses have modified for that individual piece of content material.
Lastly, we begin the cycle over again, gathering extra information, analyzing it, implementing modifications, after which monitoring the outcomes.
Implementing this course of right here at Moz has allowed us to see a correlation between modifications that we have made to the Assist Hub content material and the variety of useful votes that we obtain. We deal with this a part of our content material library as a residing doc that’s at all times evolving to not solely account for software modifications but additionally to take into consideration buyer suggestions. Gathering suggestions in your content material may also help to determine traits in what your prospects are partaking with and how one can additional enhance your choices shifting ahead. That is key. You need to at all times be bettering.
It could actually additionally assist to determine sources which will want updating or concepts for future content material. For instance, if in case you have a weblog submit about the way to bake a cake and your readers are commenting that they do not know the way to choose the proper of pan for the recipe, there could also be a possibility to publish a brand new weblog submit about the perfect sorts of cake pans. Or in the event you publish assist guides, like myself, if a buyer says they could not discover the reply to their query in that article, there could also be a possibility to look into questions like those that we outlined earlier in our analyze step. What are they making an attempt to attain? How did they find yourself on this web page? How can I assist them to achieve their purpose?
I hope that you simply discovered this useful and that you simply’re able to get on the market and begin harnessing the facility of suggestions. Thanks a lot, Moz followers. We’ll see you subsequent time.
