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 you can take it and apply it to your personal content material creation and upkeep methods.
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Video Transcription
Hey, Moz followers. Welcome again to a different version of Whiteboard Friday. My identify is Meghan, and I am on the Studying crew right here at Moz. At this time, I will discuss to you about harnessing the ability of suggestions in terms of content material iteration.
So one of many tasks that I contribute to in my place right here is taking good care of our buyer assist middle, which we name the Assist Hub. Should you’re not aware of 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 if in case you have a while later or if in case you have questions in regards to the instruments.
A key a part of sustaining the Assist Hub consists of gathering, monitoring, and implementing buyer suggestions, and it is a essential part for us. Why is that? Effectively, as a result of we wish to ensure 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 rapidly and simply at any time. It does take a number of the carry of our Assist crew as effectively by lowering the variety of tickets that they obtain asking these very questions. So I will go forward and take you thru the method that we use to implement buyer suggestions, in hopes you can take it and apply it to your personal content material creation and upkeep methods.
Collect knowledge
So what is step one? Effectively, first, we collect knowledge, as a result of we do not know what suggestions folks have if we do not ask for it, proper? So if you’re aware of the Moz Assist Hub, you will have seen our surveys which might be on the backside of all of our articles. Right here, we ask if the article was useful, and we do that with a collection 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.
On the subject of gathering knowledge by yourself content material, it’s possible you’ll decide so as to add a survey like this, or there are many different methods you can begin to collect knowledge to work with. So if in case you have a social media presence, you can begin retaining monitor 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 e-mail, ask your customer support crew for suggestions, take a look at buyer emails and tickets to see what questions the purchasers could also be asking, which you are not presently answering in your web site. We try this as effectively. We work carefully with our Assist crew to make sure that every part that we will reply is answered within the Assist Hub.
Analyze
So after you have that knowledge to work with, it is time to analyze it. So we assessment each vote counts, that 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 development in votes for a selected web page or part, we’ll check out how we will enhance or reword, replace the content material to higher serve the shopper.
One factor to remember throughout this step, nonetheless, is that not all suggestions you obtain might be actionable, and that is okay. A couple of questions that I prefer to ask myself when taking a look at suggestions for an article are: Was the shopper on the suitable 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 assets, and many others.? 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 based mostly on suggestions that we get from clients. What was the shopper making an attempt to realize? 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 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 could look completely different relying on the kind of content material that you just create and the kind of suggestions that you just obtain. For instance, if you happen to primarily work in creating video content material and also you obtain suggestions that clients want the movies had subtitles, it’s possible you’ll decide to implement these on previous movies in addition to any that you just launch shifting ahead. Nevertheless, if in case you have a weblog or a publication or another kind of long-form content material, it might not make sense to make use of assets to replace older items of content material. As a substitute, it’s possible you’ll decide to begin implementing these modifications in your content material shifting ahead. It might be a mixture of these. Perhaps you’ve gotten some actually common 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 wish to make sure to monitor your outcomes. We monitor our votes and survey responses repeatedly to assist monitor for replace alternatives and to see if the responses have modified for that exact piece of content material.
Lastly, we begin the cycle over again, gathering extra knowledge, 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 all the time evolving to not solely account for instrument modifications but in addition to take into consideration buyer suggestions. Gathering suggestions in your content material might help to determine developments in what your clients are partaking with and how one can additional enhance your choices shifting ahead. That is key. You wish to all the time be enhancing.
It may possibly additionally assist to determine assets which will want updating or concepts for future content material. For instance, if in case you have a weblog put up about how you can bake a cake and your readers are commenting that they do not know how you can decide the correct of pan for the recipe, there could also be a possibility to publish a brand new weblog put up about the very best varieties of cake pans. Or if you happen to 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 purpose?
I hope that you just discovered this beneficial and that you just’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.
