Harnessing the Power of Feedback — Whiteboard Friday

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.

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Video Transcription

Hey, Moz followers. Welcome again to a different version of Whiteboard Friday. My title is Meghan, and I am on the Studying staff right here at Moz. As we speak, I will speak to you about harnessing the ability of suggestions in relation 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. Should you’re not conversant in 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 you probably have a while later or you probably 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? Nicely, as a result of we wish 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 a few of the raise of our Assist staff as nicely 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 which you can take it and apply it to your personal content material creation and upkeep methods.

Collect information

So what is step one? Nicely, first, we collect information, 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 conversant in 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 client signifies that it didn’t, they do have the choice to enter a remark letting us know why.

With regards to gathering information by yourself content material, it’s possible 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 you probably have a social media presence, you can begin protecting 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, take a look at buyer emails and tickets to see what questions the shoppers could also be asking, which you are not presently answering in your web site. We do this as nicely. 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 information to work with, it is time to analyze it. So we evaluation 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 chance 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 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 shall be actionable, and that is okay. A couple of questions that I wish to ask myself when suggestions for an article are: Was the client on the suitable 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 means of hyperlinks or extra assets, 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 prospects. What was the client attempting to attain? How did this information fall quick in serving to them obtain that aim?

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 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, for those who primarily work in creating video content material and also you obtain suggestions that prospects want the movies had subtitles, it’s possible you’ll decide to implement these on previous movies in addition to any that you simply launch transferring ahead. Nevertheless, you probably have a weblog or a publication or another kind of long-form content material, it could not make sense to make use of assets to replace older items of content material. As an alternative, it’s possible you’ll decide to start out implementing these modifications in your content material transferring ahead. It might be a mixture of these. Possibly you may have some actually widespread 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 wish to make sure you monitor your outcomes. We monitor our votes and survey responses often to assist monitor for replace alternatives and to see if the responses have modified for that specific piece of content material.

Lastly, we begin the cycle yet 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 all the time evolving to not solely account for software modifications but additionally to have in mind buyer suggestions. Gathering suggestions in your content material can assist to establish traits in what your prospects are participating with and how one can additional enhance your choices transferring ahead. That is key. You wish to all the time be enhancing.

It will probably additionally assist to establish assets which will want updating or concepts for future content material. For instance, you probably have a weblog put up about the right way to bake a cake and your readers are commenting that they do not know the right way to choose the proper of pan for the recipe, there could also be a chance to publish a brand new weblog put up about the very best varieties of cake pans. Or for those who 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 attempting to attain? How did they find yourself on this web page? How can I assist them to succeed in their aim?

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.

Video transcription by Speechpad.com