Harnessing the Energy of Suggestions — 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 that you would be able to take it and apply it to your individual content material creation and upkeep methods.

infographic outlining how Moz collects and implements customer feedback

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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 group right here at Moz. Right this moment, I’ll speak to you about harnessing the ability of suggestions relating 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 middle, 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, ideas 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 contains gathering, monitoring, and implementing buyer suggestions, and this can be 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 prospects. As well as, this course of permits our prospects to seek out solutions to their questions rapidly and simply at any time. It does take among the elevate of our Assist group as nicely by decreasing the variety of tickets that they obtain asking these very questions. So I’ll go forward and take you thru the method that we use to implement buyer suggestions, in hopes that you would be able to take it and apply it to your individual content material creation and upkeep methods.

Collect information

So what is step one? Effectively, first, we collect information, as a result of we do not know what suggestions individuals have if we do not ask for it, proper? So if you’re conversant in the Moz Assist Hub, you’ll 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.

In relation to gathering information by yourself content material, it’s possible you’ll choose so as to add a survey like this, or there are many different methods that you would be able to begin to collect information to work with. So if in case you have a social media presence, you can begin holding observe 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 possibly can ship a survey out through e mail, ask your customer support group for suggestions, have a look at buyer emails and tickets to see what questions the shoppers could also be asking, which you are not at present answering in your website. We do this as nicely. We work carefully with our Assist group to make sure that every part that we will reply is answered within the Assist Hub.


So after you have that information to work with, it is time to analyze it. So we evaluate 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 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 raised serve the client.

One factor to bear in mind throughout this step, nonetheless, is that not all suggestions you obtain can be actionable, and that is okay. Just a few questions that I prefer to ask myself when taking a look at 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 solution to the proper web page, whether or not that is by means of hyperlinks or extra sources, 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? Typically we find yourself writing complete new guides primarily based on suggestions that we get from prospects. What was the client attempting 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 instance, some particular issues, some particular modifications that we applied primarily based 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 primarily based on questions that prospects have requested.

This step within the course of might look totally different relying on the kind of content material that you simply create and the kind of suggestions that you simply obtain. For instance, when you 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, if in case you have a weblog or a publication or another sort of long-form content material, it could not make sense to make use of sources 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 could be a mix of these. Perhaps you have got some actually in style 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 you should definitely observe your outcomes. We observe our votes and survey responses usually to assist monitor for replace alternatives and to see if the responses have modified for that individual piece of content material.

Lastly, we begin the cycle over 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 instrument modifications but in addition to consider buyer suggestions. Gathering suggestions in your content material may also help to establish traits in what your prospects are participating with and how one can additional enhance your choices shifting ahead. That is key. You wish to all the time be enhancing.

It might additionally assist to establish sources which will want updating or concepts for future content material. For instance, if 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 proper of pan for the recipe, there could also be a chance to publish a brand new weblog submit about the most effective forms of cake pans. Or when you 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 realize? How did they find yourself on this web page? How can I assist them to succeed in their purpose?

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