Content Strategy - are Good Sources for Data Collection? ... integrating customer feedback, ... 24...
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Content Strategy:A road map to success
Laura NovichTechnical Writer, Red HatFeb. 26, 2015
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Topics for Today
What is content? What is content strategy? How to create a content strategy? What experience has taught me Tips and tricks Resources
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Red Hat is...
Committed to its customers Dedicated to its employees Passionate about doing things the open source way Filled with creative individuals with unique interests
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What is Content Strategy?
Content is the reason search began in the first place ~Lee Odden
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What is Content?
Content is all information you publicly release that is consumed by visitors or customers
No matter what the medium, genre or register is, content should be:
Credible Trustworthy Transparent Goal-Oriented
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What is Content Strategy?
Content Strategy is: A carefully crafted vision and definition for your content
and its direction A plan that dictates who your content is for, how it will be
created, and how, when, and where it will be published What should a content strategy definition include? What should the content strategy plan include? What makes content strategy successful?
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Basic Steps to Creating your Content Strategy
Collect data from your customers online behavior and interactions with your company
Collect information from all interested parties Create a plan of action, content policy, and vision
statement Create new documentation (optional)
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Content Strategy vs Content Marketing
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Style Guide vs Content Strategy
Style Guide Concentrates on the
small parts Addresses the
words writing, sentence structure, and templates
Focuses on the leaves
Content Strategy Concentrates on the
documentation process Addresses the work flow Documentation road map Focuses on the forest
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Content Strategybelow the surface
Quality, relevant content can't be spotted by an algorithm. You can't subscribe to it. You need people - actual human beings - to create or curate it.
~ Kristina Halvorson, Content Strategy for the Web
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Content strategy shows your customers you
Collect information and craft CS policy and new documentation
Audit documentation and assess what it needs
Refine new/old documents, re-write, and release
Evaluate and elicit new feedback
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What are Good Sources for Data Collection?
Informal Data Sources
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Formal Data Sources
Feature requests and bug reports Formal customer surveys Sales Activity including:
PoCs Tenders and benchmark testing
Develop a relationship with customer support
Customer contact or site visit- DO IT!
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Informal Data Sources
User Forums Mailing lists Informal surveys Third party surveys Conferences and meetups Social Media
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Analytics give you: Customer demographics Time spent on
topics/pages Click analysis Download history Activity history Ability to create customer
cohorts and discover data patterns quickly
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Create a Customer Persona
Give them a name that makes it easy to remember who they are and what they want:
Technical Tina Newbie Nina Connected Carol
These personas are a bit generic RH has crafted specific user personas Imagine what content they would
find valuable Decide how to deliver content to each persona
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Would your docs inspire Technical Tina?
BasicsName: Tina Novak*Location: Brno, CzAge: 35Occupation: SW Engineer
Tinas StoryTina was just promoted to team leader of the SW development team of her company. Tina has a high level of technical knowledge and is a very experienced user. She doesnt like to use the GUI and loves to write her own scripts to automate processes. Tina loves to use pre-release software and test new products. She is not impressed with gadgets unless they get the job done faster.
What types of documents would Tina most likely read?
* This is actually Dita a Rails Girl, who attended a Rails Girls workshop held in Brno and wrote her first Ruby on Rails application
Goals- To have a deep understanding of things- To be able to automate procedures- To not waste time looking for content not available on a CLI
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Would your docs scare Newbie Nina?
BasicsName: Nina RossiLocation: Rome, ItalyAge: 22Occupation: Student
Ninas StoryNina has limited technical knowledge and is a very inexperienced user. She likes to use the GUI and loves it when there are Wizards and tooltips. Nina is reluctant to try anything new but is impressed with gadgets.
Should you limit Ninas access to certain documents?
Goals- To get the job done easily- To not have to remember any steps- To learn the basics - To not have to feel naive about technology
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Would your UX impress Connected Carol?
BasicsName: Carol Smith*Location: Los Angeles, USAAge: 42Occupation: Blogger
Carols StoryCarol is from the connected generation. Everything she does is from her cell phone, tablet or some other kind of wearable device. Carol is tech savvy, but doesnt use anything if it isnt an app. Carol needs information yesterday and has no problem telling her friends on social media just how bad your customer service or product is.
What should Carol be recommended to try? * This is actually Megan Smith, former Google Rep. who is now serving the Obama administration as CTO.
Goals- Fast accurate information- Device integration- Application management
Red Hats Content Strategy Vision Statement
Create compelling content experiences for Red Hat customers by integrating customer feedback, usability requirements, and
business intelligence into our knowledge engine.
Create your Content Strategy Vision Statement
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Create the Content Strategy Document
Create the content strategy documents Remember it is a roadmap Keep your customer persona and data you collected in
mind. Create / publish new content (optional)
Align the content to Message Format, and structure Vision Persona
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Audit those docs!
Examine everything If it hasnt been used, and
doesnt fit your vision just like clothes in the closet Note to let them go!
If it doesnt suit the customers needs Note to change what can be changed and purge the rest
Dont forget to reward yourself for things that are good in the docs!
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Refining your Documentation
You know who your audience is, what they need, and what they want
You know what the state of your documentation is You need to decide how to fix what needs to be fixed Decide if you need to change:
Your current work flow Your current tool set Your publication channels Your content
Write and publish your aligned content
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Evaluating your New Docs
You have created documents catered to your customer persona and to their wants and needs and values
Now turn to them and get their feedback. This can be done through a button / field on your doc page, or by sending your customers surveys
Create a dialogue where you can get their opinion and use their suggestions, answer their questions,and make them feel that they are important
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Its not about what it is, its about what it can become - The Lorax
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Collect InformationAudit the documentationRefine the documentationEvaluate the documentation
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International project with a small group of very motivated technical writers
All volunteer work Just starting the content strategy process
Content strategy in progress Persona creation in progress
We need your help! Talk to me if interested
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Before I Go...
Keep in mind that creating a content strategy takes time to develop and it can and will change over time
Use CARE when creating a content strategy Keep your eyes on the customer and dont be afraid to
make drastic changes Make sure that all documents, articles, collateral, and
even social media blasts are all aligned and speak the same voice, message, purpose, and style and are crafted with a persona in mind
Dont panic when things go wrong, adjust and change as needed
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So be sure when you step, step with care and great tact. and remember that lifes a great balancing act. And will you succeed? Yes! You will, indeed! (98 and percent guaranteed) Kid, youll move mountains.
Dr. Seuss, Oh, The Places Youll Go!