How to Elevate Your Content With Customer Feedback Loops — Whiteboard Friday

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Hey, Moz fans. Welcome backmost to different version of Whiteboard Friday. My sanction is Meghan, and I'm connected the Learning squad present astatine Moz. Today, I'm going to talk to you astir harnessing the powerfulness of feedback erstwhile it comes to contented iteration.

So 1 of the projects that I lend to successful my position present is taking attraction of our customer thief center, which we telephone the Help Hub. If you're not acquainted pinch the Help Hub, this is wherever we location each of our how-to guides, tips and tricks, workflows, and troubleshooting guides for the Moz tools. I do promote you to cheque it retired if you person immoderate clip later aliases if you person questions astir the tools.

A cardinal portion of maintaining the Help Hub includes gathering, monitoring, and implementing customer feedback, and this is simply a important constituent for us. Why is that? Well, because we want to beryllium judge that we're providing quality, adjuvant contented to our customers. In addition, this process allows our customers to find answers to their questions quickly and easy astatine immoderate time. It does return immoderate of the assistance disconnected our Help squad arsenic good by reducing the number of tickets that they person asking these very questions. So I'm going to spell up and return you done the process that we usage to instrumentality customer feedback, successful hopes that you tin return it and use it to your ain contented creation and attraction strategies.

So what is the first step? Well, first, we stitchery data, because we don't cognize what feedback group person if we don't inquire for it, right? So if you are acquainted pinch the Moz Help Hub, you whitethorn person seen our surveys that are astatine the bottommost of each of our articles. Here, we inquire if the article was helpful, and we do this pinch a bid of emojis that bespeak if it met their needs aliases not. If the customer indicates that it did not, they do person the action to participate a remark letting america cognize why.

When it comes to gathering information connected your ain content, you whitethorn opt to adhd a study for illustration this, aliases location are plentifulness of different ways that you tin commencement to stitchery information to activity with. So if you person a societal media presence, you tin commencement keeping way of feedback location aliases inquire your followers straight for penetration into what they find astir adjuvant and slightest adjuvant astir your content. Or you tin nonstop a study retired via email, inquire your customer work squad for feedback, look astatine customer emails and tickets to spot what questions the customers whitethorn beryllium asking, which you're not presently answering connected your site. We do that arsenic well. We activity intimately pinch our Help squad to guarantee that everything that we tin reply is answered successful the Help Hub.

So erstwhile you person that information to activity with, it's clip to analyse it. So we reappraisal some ballot counts, meaning adjuvant versus not helpful, arsenic good arsenic comments present astatine Moz. When comments are left, we look to spot if there's an opportunity to instrumentality a alteration successful that guideline based connected the feedback. Additionally, if we're seeing a inclination successful votes for a peculiar page aliases section, we will return a look astatine really we tin amended aliases reword, update the contented to amended service the customer.

One point to support successful mind during this step, however, is that not each feedback you person will beryllium actionable, and that's okay. A fewer questions that I for illustration to inquire myself erstwhile looking astatine feedback for an article are: Was the customer connected the correct page to find their answer? If not, really did they get to this page? Is location an opportunity to thief them find their measurement to the correct page, whether that's done links aliases further resources, etc.? Is location a mobility that I tin reply connected this page, aliases should this mobility person its ain dedicated page? Sometimes we extremity up penning full caller guides based connected the feedback that we get from customers. What was the customer trying to achieve? How did this guideline autumn short successful helping them execute that goal?

So now that we've identified areas for improvement, it's clip to instrumentality changes to that content. So this whitethorn beryllium arsenic elemental arsenic adding an FAQ to reply a circumstantial mobility aliases arsenic progressive arsenic penning a caller workflow aliases troubleshooting guide, arsenic I mentioned previously. Just arsenic an example, immoderate circumstantial things, immoderate circumstantial changes that we implemented based connected customer feedback see adding speedy links to each of our pages for easier navigation, creating abstracted pages for each of our keyword metrics, and building retired aggregate workflows based connected questions that customers person asked.

This measurement successful the process whitethorn look different depending connected the type of contented that you create and the type of feedback that you receive. For example, if you chiefly activity successful creating video contented and you person feedback that customers wish the videos had subtitles, you whitethorn opt to instrumentality those connected past videos arsenic good arsenic immoderate that you merchandise moving forward. However, if you person a blog aliases a newsletter aliases immoderate different type of long-form content, it whitethorn not make consciousness to usage resources to update older pieces of content. Instead, you whitethorn opt to commencement implementing those changes successful your contented moving forward. It whitethorn beryllium a operation of those. Maybe you person immoderate really celebrated articles that tin beryllium updated from the past and commencement implementing those changes successful your contented moving forward.

So aft implementing your changes, you want to beryllium judge to way your results. We way our votes and study responses regularly to thief show for update opportunities and to spot if the responses person changed for that peculiar portion of content.

Finally, we commencement the rhythm each complete again, gathering much data, analyzing it, implementing changes, and past search the results.

Implementing this process present astatine Moz has allowed america to spot a relationship betwixt changes that we've made to the Help Hub contented and the number of adjuvant votes that we receive. We dainty this portion of our contented room arsenic a surviving archive that is ever evolving to not only relationship for instrumentality changes but besides to return into relationship customer feedback. Gathering feedback connected your contented tin thief to place trends successful what your customers are engaging pinch and really you tin further amended your offerings moving forward. That's key. You want to ever beryllium improving.

It tin besides thief to place resources that whitethorn request updating aliases ideas for early content. For example, if you person a blog station astir really to cook a barroom and your readers are commenting that they don't cognize really to prime the correct benignant of cookware for the recipe, location whitethorn beryllium an opportunity to people a caller blog station astir the champion types of barroom pans. Or if you people thief guides, for illustration myself, if a customer says they couldn't find the reply to their mobility successful that article, location whitethorn beryllium an opportunity to look into questions for illustration the ones that we outlined earlier successful our analyse step. What are they trying to achieve? How did they extremity up connected this page? How tin I thief them to scope their goal?

I dream that you recovered this adjuvant and that you're fresh to get retired location and commencement harnessing the powerfulness of feedback. Thank you truthful much, Moz fans. We'll spot you adjacent time.

Video transcription by Speechpad.com