We need to amplify the value that our content creates. If you are able to quantify with authentic metrics, it can make your story more compelling.
Adopting a "design thinking" approach to content development. It allow sour team to have a "seat at the table" for content development.
Content Value KPIs. It's a scorecard to quantify value. It includes support cost savings, or support cases deflected by documentation, returning users, revenue growth, and product answers, which increase customer satisfaction.
When entering a support case, gets suggestion of documentation, which can deflect to information where support isn't necessary.
Other KPIs are increased CSAT scores, a growth in publications, increased SEO, and higher portal traffic.
How get there? Largely because of adopting design thinking approach, which happened when the manager of technical publications started to report to the director of design. Data and insights from user research inform and guide content strategy. Get a lot of qualitative data from user research, which has helped realize content outcomes.
Becoming a user advocate helped us become more empathetic with our users.
Design thinking can be somewhat disruptive because you're always iterating.Once you can show the content outcomes and values, that helps to perpetuate the idea.
No comments:
Post a Comment