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 that you could 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 workforce right here at Moz. Right this moment, I’ll discuss to you about harnessing the ability of suggestions relating to content material iteration.
So one of many tasks that I contribute to in my place right here is caring for our buyer assist middle, which we name the Assist Hub. Should you’re not accustomed to the Assist Hub, that is the place we home all of our how-to guides, suggestions and methods, workflows, and troubleshooting guides for the Moz instruments. I do encourage you to test it out when you have a while later or when you have questions concerning the instruments.
A key a part of sustaining the Assist Hub consists of gathering, monitoring, and implementing buyer suggestions, and this can be a essential part for us. Why is that? Effectively, as a result of we need to make certain that we’re offering high quality, useful content material to our clients. As well as, this course of permits our clients to seek out solutions to their questions shortly and simply at any time. It does take among the elevate of our Assist workforce as effectively by decreasing 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 that you could take it and apply it to your personal content material creation and upkeep methods.
Collect information
So what is step one? Effectively, 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 if you’re accustomed to the Moz Assist Hub, you could have seen our surveys which are 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 client 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, you could decide so as to add a survey like this, or there are many different methods that you could begin to collect information to work with. So when you have a social media presence, you can begin maintaining observe of suggestions there or ask your followers immediately 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 workforce for suggestions, have a look at buyer emails and tickets to see what questions the shoppers could also be asking, which you are not at present answering in your web site. We try this as effectively. We work carefully with our Assist workforce to make sure that the whole lot 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 based mostly on the suggestions. Moreover, if we’re seeing a pattern in votes for a selected web page or part, we are going to check out how we are able to enhance or reword, replace the content material to higher serve the client.
One factor to remember throughout this step, nevertheless, is that not all suggestions you obtain will probably be actionable, and that is okay. Just a few questions that I wish to ask myself when taking a look at suggestions for an article are: Was the client on the precise 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 approach to the proper web page, whether or not that is via hyperlinks or further sources, and so forth.? Is there a query that I can reply on this web page, or ought to this query have its personal devoted web page? Generally we find yourself writing entire new guides based mostly on suggestions that we get from clients. What was the client making an attempt to realize? How did this information fall brief in serving to them obtain that objective?
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 selected 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 based mostly 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 based mostly on questions that clients have requested.
This step within the course of might look totally different relying on the kind of content material that you simply create and the kind of suggestions that you simply obtain. For instance, should you primarily work in creating video content material and also you obtain suggestions that clients want the movies had subtitles, you could decide to implement these on previous movies in addition to any that you simply launch transferring ahead. Nonetheless, when you have a weblog or a e-newsletter or another sort of long-form content material, it might not make sense to make use of sources to replace older items of content material. As a substitute, you could decide to start out implementing these modifications in your content material transferring ahead. It might be a mix of these. Possibly you might have some actually in style articles that may be up to date from the previous and begin implementing these modifications in your content material transferring ahead.
Observe outcomes
So after implementing your modifications, you need to be sure you observe your outcomes. We observe our votes and survey responses frequently 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 dwelling doc that’s at all times evolving to not solely account for instrument modifications but additionally to consider buyer suggestions. Gathering suggestions in your content material may help to establish tendencies in what your clients are participating with and how one can additional enhance your choices transferring ahead. That is key. You need to at all times be enhancing.
It could possibly additionally assist to establish sources which will want updating or concepts for future content material. For instance, when you have a weblog submit about find out how to bake a cake and your readers are commenting that they do not know find out how to choose the proper of pan for the recipe, there could also be a possibility to publish a brand new weblog submit about the very best sorts of cake pans. Or should 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 realize? How did they find yourself on this web page? How can I assist them to achieve their objective?
I hope that you simply discovered this useful and that you simply’re able to get on the market and begin harnessing the ability of suggestions. Thanks a lot, Moz followers. We’ll see you subsequent time.
