Harnessing the Power of Feedback — Whiteboard Friday

On this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you thru the course of we use to implement buyer suggestions, in the hopes which 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. Immediately, I’ll discuss to you about harnessing the energy of suggestions in terms of content material iteration.

So one of the tasks that I contribute to in my place right here is taking care of our buyer assist middle, which we name the Assist Hub. For those who’re not conversant in 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 in case you have a while later or in case you have questions on the instruments.

A key half of sustaining the Assist Hub consists of gathering, monitoring, and implementing buyer suggestions, and it is a essential element for us. Why is that? Effectively, as a result of we wish to make certain that we’re offering high quality, useful content material to our prospects. As well as, this course of permits our prospects to search out solutions to their questions shortly and simply at any time. It does take some of the carry of our Assist staff as effectively by lowering the quantity of tickets that they obtain asking these very questions. So I’ll go forward and take you thru the course of that we use to implement buyer suggestions, in hopes which you can take it and apply it to your individual content material creation and upkeep methods.

Collect knowledge

So what’s the first step? 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 conversant in the Moz Assist Hub, you will have seen our surveys which can be at 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 buyer signifies that it didn’t, they do have the choice to enter a remark letting us know why.

In relation to gathering knowledge by yourself content material, it’s possible you’ll choose so as to add a survey like this, or there are lots of different methods which you can begin to collect knowledge to work with. So in case you have a social media presence, you can begin maintaining 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 may ship a survey out through e-mail, ask your customer support staff for suggestions, have a look at buyer emails and tickets to see what questions the prospects could also be asking, which you are not at present answering in your website. We do this as effectively. We work intently with our Assist staff to make sure that the whole lot that we will reply is answered in the Assist Hub.


So upon getting that knowledge to work with, it is time to analyze it. So we evaluate 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 primarily based 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 buyer.

One factor to remember throughout this step, nonetheless, is that not all suggestions you obtain might be actionable, and that is okay. A number of questions that I prefer to ask myself when suggestions for an article are: Was the buyer on the proper web page to search out their reply? If not, how did they get to this web page? Is there a chance to assist them discover their approach to the right web page, whether or not that is via hyperlinks or further assets, and so on.? 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 complete new guides primarily based on suggestions that we get from prospects. What was the buyer making an attempt 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 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 applied primarily based 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 primarily based on questions that prospects have requested.

This step in 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 choose to implement these on previous movies in addition to any that you simply launch shifting ahead. Nevertheless, in case you 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 a substitute, it’s possible you’ll choose to start out implementing these modifications in your content material shifting ahead. It might be a mixture of these. Perhaps you’ve some actually well-liked articles that may be up to date from the previous and begin implementing these modifications in your content material shifting ahead.

Observe outcomes

So after implementing your modifications, you wish to you’ll want to 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 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 quantity of useful votes that we obtain. We deal with this half of our content material library as a dwelling doc that’s at all times evolving to not solely account for device modifications but in addition to consider buyer suggestions. Gathering suggestions in your content material can assist to establish tendencies in what your prospects are partaking with and how one can additional enhance your choices shifting ahead. That is key. You wish to at all times be enhancing.

It may possibly additionally assist to establish assets which will want updating or concepts for future content material. For instance, in case you have a weblog submit about the way to bake a cake and your readers are commenting that they do not know the way to choose the correct of pan for the recipe, there could also be a chance to publish a brand new weblog submit about the greatest 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 the ones that we outlined earlier in our analyze step. What are they making an attempt 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 beneficial and that you simply’re able to get on the market and begin harnessing the energy of suggestions. Thanks a lot, Moz followers. We’ll see you subsequent time.

Video transcription by Speechpad.com

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