LavaCon 2017 - Creating an Effective Content Framework

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Building an Effective Content Framework for Customer Success The core of customer success is based on understanding user objectives and reducing customer effort. If your content isn’t the best and quickest answer to your target users’ questions, then they will go elsewhere. Even Google’s AI is learning to favor content that most effectively fulfills the searcher’s intent. Learn about a user-focused framework to guide your content decisions and learn how to use the framework to develop effective content standards tailored to your customers.

Technology

About Me
Technical Writer
for 10+ years
KCSⓇ
Methodology Content Experience
Strategist
Self-Service Support #EffectiveContent

Give Customers What They Want
Customer
Success
User
Objective
Low
Effort

Give Customers What They Want
Customer-Realized
Value

81%
Harvard Business Review
Give Customers What They Want
26%
Aspect Software
77%
The Next Web

Give Customers What They Want
Self-Service is more than break-fix
⇨
Documentation has new power
⇨

Framework Overview
5 essential qualities of user-focused content

The reasons you write content are NOT why
someone will read it.

Be audience-centric; think about what will best
serve their needs and write accordingly.

Content vs. Format
● Content ⇨
● Format ⇨

3. Findability
Google Webmaster Basic Principle

If you never have typos in published content, you’re a
perfectionist at the expense of your users.

Great consumer experiences should inspire
technology, not the other way around.

Bonus Round!
Enjoyability
An opportunity and risk.

Effective Content In Action
Tools
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sarafeldman.com/lavacon

Writing was the first
information technology
for communication

You have all of the answers to your
customers’ problems.

linkedin.com/in/sarafeldman
Keep In Touch
@SaraContentWise
sarafeldman.com/lavacon
#EffectiveContent

Effective Content Framework
for Customer Success
Sara Feldman

What's hot

Search engine algorithms are always changing, and it can feel impossible to keep up. But effective search engine strategy always strikes a balance between technical optimization and understanding the people behind the keywords. In this talk, I'll will show you a practical approach to human-centered SEO that you can use to make sure your content is helpful, relevant, and findable, too. In this session, you’ll discover how to: - Understand search intent - Use that understanding of intent to improve navigation, information architecture, tools, and functionality - Make content more helpful by answering questions - Use smart metadata and markup Download a guide of my tips and takeaways from this talk >> bit.ly/understandingintent

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From our class: "Your marketing is having great “synergy.” You’ve got impressions, likes and tweets coming out your ears. Deep down inside you have no idea if this is a measurement of your marketing success. Maybe you set up Google Analytics and are going blind trying to figure out what to look at next. Or maybe you set up Analytics and completely forgot about it. Well if any of these things sound like you then this is the class you need to attend! In a 30 minute course exclusive to WeWork members you will learn the in and outs of identifying and tracking real metrics in Google Analytics. Whether your business is ecommerce, mobile apps, or content publishing, we will walk you through real life examples and how to measure true success."

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I’m not going to spend any time on Google Analytics. How healthy is this business? It’d be great to track metrics like these: 1 MRR, Churn, LTV, acquisition cost 2 Virality, DAU, MAU 3 Average order value, repurchase rate 4 Funnels and conversions But you don’t have any data yet Your data is in a constant rate of decay Your data is messy Use metrics that measure your biggest problem. Ignore the rest. Gateway Metrics When picking metrics, always ask yourself: What’s my biggest constraint right now and which metric will tell me if I’m making progress? You need to do the right things in the right order. Gateway #1: Is your idea any good? Your main constraint: Getting anyone to care about your idea. Your main metric: Get someone to pay or use your product regularly. Bad metrics for this gateway: 1 Asking people if they’ll pay 2 AdWords clicks 3 Beta or waiting list signups 4 Traffic Gateway #2: Is your product good enough? Your main constraint: Having a product that’s good enough to build a business on. Your main metric: Ask 500 users the Product/Market Fit Question What is the P/M Fit Question? Your goal for the P/M Fit Question: At least 40% of users should say “Very disappointed.” *Sean Ellis and Hiten Shah get credit for this one. How do you get to the first 500 users/customers? Hustle. The P/M Fit Question isn’t perfect, verify with a retention metric. Gateway #3: Can you grow? Your main constraint: Acquiring customers consistently from at least one channel. You have plenty of options to choose from: 1 Inbound (Google, Content, Social) 2 Paid (PPC, Affiliates) 3 Virality (Invites, Referrals) Pick just one to start Work on your channel for at least 3 months. Assume it’ll work and get the resources needed to execute. Your main metrics: Your main business metric and acquisition funnel. Main business metrics: 1 SaaS: Monthly Recurring Revenue 2 Ecommerce: Monthly Revenue 3 Consumer Tech: Monthly Active Users Why not cost per acquisition or lifetime value? You have no idea how much it costs to acquire customers or how much they’ll spend (yet). Gateway #4: Do you have a stable model? Your main constraint: In order to keep scaling, you need a stable model for your business. Your main metrics: Depends entirely on what business model you have. The SaaS Model The Ecommerce The Consumer Tech Model Find someone in your industry that knows the key benchmarks. Finally, get serious with data. If you have a sales team, pile data into your CRM. If consumer tech, do everything in-house. Google Analytics plus an internal database will take you far. Start with constraints, hack together what you need to measure them. How to get data you really need: 1 One team owns data quality. 2 Hire a data engineer. 3 Clean up and integrate your data. 4 Use customer analytics. 5 Build a Growth Team.

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In my experience, the effort and ingenuity a product team invests in the no search results page is indicative of its overall dedication to customer success.Ignoring this special kind of search results page virtually guarantees a mediocre search experience and contributes to obscurity in the ecommerce marketplace. On the other hand, if a team thinks creatively about the case when there are no search results and focuses on customer needs, it can turn a temporary snag in communication into an opportunity for deeper connection and a source of tremendous competitive advantage.

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5 Tips to Scaling your Content Marketing Strategy 5 Tips to Scaling your Content Marketing Strategy Increasing the amount of content is not the answer. Effectively building a system to produce more content with minimal resources is the goal. I have 5 tips to effectively and efficiently scale your content strategy. 1. (MVC) Minimum Viable Content Approach. MVC is the smallest type of content that influences the behavior of your target audience and teaches you something about them. Whether it is how they respond to a video, blog or infographic. Minimum Viable Content in the scope of your marketing plan is big enough to get your audience's attention and small enough to be created quickly, deployed easily and measured often. 2.Create Intro Content only Once. Getting and keeping your audience’s attention is important. Many times content marketers will start their content with the same basic intro over and over again. We don’t want to lose our audience. Their attention will go elsewhere if they feel that this is just another copy of something they have previously read before. Therefore it's best to create your introductory material once and link it to relevant content. 3.Use force-multiplier assets. Some assets used in creating content can be repackaged and used as future content. For example Having 4 experts do a 20 minute discussion on goods or services you are marketing. Have them discuss questions as well as doing individual interviews. From this you will be able to create future content consisting of videos of each question asked ,videos summaries, overview videos as well as video interviews of each expert. All of this content will continue to be effective. 4. Learn to say No. Evaluating content requests is important. Saying no to a request that will not work with your scaled system may be difficult but necessary. With all the content you receive some of it will be effective. With all the effective content that does come in, some of that may not be cost effective. 5. Review what you have already done. Build on your accomplishments without starting over. For example if you release a piece of content that may be a yearly review. Release this content with a URL that works year after year. “ www.TopPredictions-2023” When you should use a URL “www.TopPredictions” This can give you the opportunity to update this information on a yearly basis with relevant material and deleting outdated. material yielding more effective results. These tips are not expected to have your marketing strategy scale overnight. Do these as opportunities arise and see what works and doesn’t. Make the necessary adjustments as you go.

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