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 individual 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 staff right here at Moz. As we speak, I will speak to you about harnessing the facility of suggestions in relation to 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 heart, which we name the Assist Hub. When you’re not acquainted with 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 you probably have a while later or you probably have questions in regards to the instruments.
A key a part of sustaining the Assist Hub contains gathering, monitoring, and implementing buyer suggestions, and this can be a essential part for us. Why is that? Nicely, as a result of we wish 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 a number of the carry of our Assist staff as effectively by decreasing 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 individual content material creation and upkeep methods.
Collect knowledge
So what is step one? Nicely, 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 in case you are acquainted with the Moz Assist Hub, you could 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 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.
On the subject of gathering knowledge by yourself content material, you might choose so as to add a survey like this, or there are many different methods you can begin to collect knowledge to work with. So you probably have a social media presence, you can begin preserving 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 staff for suggestions, have 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 website. We do this as effectively. We work intently with our Assist staff to make sure that every thing that we are able to 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 evaluation 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 chance to implement a change in that information based mostly on the suggestions. Moreover, if we’re seeing a development in votes for a specific web page or part, we are going to check out how we are able to enhance or reword, replace the content material to raised serve the shopper.
One factor to remember throughout this step, nevertheless, is that not all suggestions you obtain shall be actionable, and that is okay. Just a few questions that I wish to ask myself when suggestions for an article are: Was the shopper on the proper web page to seek out their reply? If not, how did they get to this web page? Is there a chance to assist them discover their strategy to the proper web page, whether or not that is by hyperlinks or extra sources, 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 complete 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 brief in serving to them obtain that purpose?
Implement change
So now that we have recognized areas for enchancment, it is time to implement adjustments 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 adjustments that we carried out based mostly on buyer suggestions embody 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, you might choose to implement these on previous movies in addition to any that you just launch shifting ahead. Nevertheless, you probably 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 an alternative, you might choose to begin implementing these adjustments in your content material shifting ahead. It might be a mix of these. Perhaps you will have some actually standard articles that may be up to date from the previous and begin implementing these adjustments in your content material shifting ahead.
Observe outcomes
So after implementing your adjustments, you wish to you’ll want 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 another time, gathering extra knowledge, analyzing it, implementing adjustments, after which monitoring the outcomes.
Implementing this course of right here at Moz has allowed us to see a correlation between adjustments 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 adjustments but in addition to have in mind buyer suggestions. Gathering suggestions in your content material will help to establish tendencies in what your clients are participating with and how one can additional enhance your choices shifting ahead. That is key. You wish to at all times be bettering.
It may possibly additionally assist to establish sources that will want updating or concepts for future content material. For instance, you probably have a weblog submit about bake a cake and your readers are commenting that they do not know decide the correct of pan for the recipe, there could also be a chance to publish a brand new weblog submit about one of the 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 chance 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 useful and that you just’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.
