March 20, 2023

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 could take it and apply it to your personal 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 crew right here at Moz. At this time, I will discuss to you about harnessing the ability of suggestions in the case of 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. If you happen to’re not aware of 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 when you’ve got a while later or when you’ve got questions concerning the instruments.

A key a part of sustaining the Assist Hub contains gathering, monitoring, and implementing buyer suggestions, and this can be a essential element for us. Why is that? Nicely, as a result of we need to ensure that we’re offering high quality, useful content material to our clients. As well as, this course of permits our clients to search out solutions to their questions rapidly and simply at any time. It does take a number of the elevate of our Assist crew as properly 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 could take it and apply it to your personal 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 individuals have if we do not ask for it, proper? So if you’re aware of the Moz Assist Hub, you will have seen our surveys which can 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 could decide so as to add a survey like this, or there are many different methods which you could begin to collect knowledge to work with. So when you’ve got a social media presence, you can begin protecting observe of suggestions there or ask your followers straight 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 through e-mail, ask your customer support crew 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 the moment answering in your web site. We do this as properly. We work intently with our Assist crew to make sure that every little thing that we are able to reply is answered within the Assist Hub.


So upon getting that knowledge to work with, it is time to analyze it. So we assessment 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 pattern 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 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. A couple of questions that I prefer to ask myself when taking a look at suggestions for an article are: Was the shopper on the appropriate 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 strategy to the right web page, whether or not that is by way of hyperlinks or further sources, 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 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 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 selected 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 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 clients have requested.

This step within the course of might look totally different relying on the kind of content material that you just create and the kind of suggestions that you just obtain. For instance, when you primarily work in creating video content material and also you obtain suggestions that clients want the movies had subtitles, you could decide to implement these on previous movies in addition to any that you just launch shifting ahead. Nonetheless, when you’ve got a weblog or a publication or another kind 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, you could decide to begin implementing these modifications in your content material shifting ahead. It could be a mixture of these. Possibly you may have 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 need to make sure to observe your outcomes. We observe our votes and survey responses frequently 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 over 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 variety of useful votes that we obtain. We deal with this a part of our content material library as a residing doc that’s at all times evolving to not solely account for device modifications but in addition to have in mind buyer suggestions. Gathering suggestions in your content material may help to determine traits in what your clients are partaking with and how one can additional enhance your choices shifting ahead. That is key. You need to at all times be enhancing.

It could additionally assist to determine sources that will want updating or concepts for future content material. For instance, when you’ve got a weblog submit about methods to bake a cake and your readers are commenting that they do not know methods to 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 kinds 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 making an attempt 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 just discovered this beneficial and that you just’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.

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