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Yahoo Help Content Strategy 
Chris Todd 
Information Development World 2014
How do you 
make a case 
study of a 
strategy? 
…the story of how we got here and 
what we’re doing now. 
Tell you how it 
was executed, 
of course!
Yahoo 
Yahoo! Inc. (YHOO) - NASDAQ 
Mail 
Fantasy Sports 
Answers 
Flickr 
Founded January 1994 
by two Stanford grad students 
Jerry Yang and David Filo 
incorporated March 1, 1995 
Yahoo CEO and President 
Marissa Mayer 
appointed on July 16, 2012 
Tumblr 
Aviate 
Search 
Finance 
and many more…
Assists over 11M unique Help visitors every month 
My Yahoo 
organization 
writes customer 
help content for all 
Yahoo products 
…everywhere
20 years | Xerox ◆ Mentor Graphics ◆ Oracle ◆ Yahoo 
Marketing | Customer Support | Training 
Moda Center 
Home of the Trailblazers 
Mt St Helens 
Willamette River 
Me 
PPoorrttllaanndd,, OORR
USABILITY.GOV 
WHAT IS CONTENT STRATEGY? 
KRISTINA HALVORSON 
“…plans for the creation, publication and 
governance of useful, usable content.” 
http://alistapart.com/article/thedisciplineofcontentstrategy 
Your content strategy is 
everything you do 
and don’t do related to 
“…focuses on the planning, content. Content not only your creation, delivery, and governance of 
includes content. 
the words on the page but also the 
images and multimedia that are used.” 
http://www.usability.gov/what-and-why/content-strategy.html 
Remember, no strategy is a 
JEFFREY MACINTYRE 
“…addresses the specific purpose, form, and development that we have at hand, or those that strategy circumstances too. 
of the content assets 
(and our analysis) require us to 
produce. The analysis of content and assessment of its value lies at the core of our 
labors.” 
http://alistapart.com/article/contenttiousstrategy
What might be in your strategy? 
Investment 
Platform 
Translations 
Writing style and voice 
Process and 
governance 
What you share 
publicly 
Hiring practices
1 + 
Apply 9 
content principles 
Write once for 
9 
everywhere My Strategy
Every user 
▪ Customer 
▪ Support agent 
▪ Partner 
Every device 
▪ Mobile 
▪ Tablet 
▪ Desktop/laptop 
▪ In-product 
▪ Every language 
▪ Every locale 
(language + country) 
EEvveerryywwhheerree!?
Content Principles 
Know your audience 
Must be able to follow the scent 
Easy to scan titles 
Easy to scan articles 
Support SEO in every way 
Use brand voice 
Use translation best practices 
Make strategic use of videos and 
images 
Write for multiple UIs 
(user interfaces)
“ Users often leave Web pages Personas 
in 10-20 seconds, but pages 
with a clear value proposition 
can hold people's attention for much 
JAKOB NIELSEN 
“How Long Do Users Stay on Web Pages” 
Jakob Nielsen's Alertbox, September 12, 2011 
http://www.useit.com/articles/how-long-do-users-stay-on-web-pages/ 
“If your grandmother and 
longer…” 
your 10 year old niece 
can read and understand 
your content, you’re 
Know your audience 
doing it right!” 
While customers will search on 
our site; most searching occurs before 
they reach us.
“Informavores will keep clicking as 
long as they sense (to mix metaphors) 
that they’re “getting warmer” -- the 
scent must keep getting stronger and 
stronger, or people give up.” 
JAKOB NIELSEN 
“Information Foraging: Why Google Makes People Leave Your Site Faster” 
Jakob Nielsen's Alertbox, June 30, 2003 
http://www.useit.com/articles/information-scent/ 
Must be able to follow the scent
Easy to 
scan titles 
……tthhaatt pprroommiissee wwhhaatt 
will be in the article
Easy to 
scan 
articles 
Title <H1> 
Heading <H2> 
Caution 
steps 
Numbered Heading <H2>
Title <H1> 
Heading <H2> 
Support in 
SEO in 
every way 
Locale SEO URL 
Heading <H2> 
en_US https://help.yahoo.com/kb/aviate/missing-apps-aviate-sln24249. 
html 
en_AU https://au.help.yahoo.com/kb/aviate/missing-apps-aviate-sln24249. 
html 
de_DE https://de.hilfe.yahoo.com/kb/aviate/Fehlende-Apps-in-Aviate-sln24249. 
html 
vn_VI https://vn.trogiup.yahoo.com/kb/aviate/Thiếu-ứng-dụng-trong- 
Aviate-sln24249.html
Brand voice What’s your 
“Brand voice is the purposeful, 
consistent expression of 
a brand through words and 
prose styles that engage and 
motivate... 
brand voice? 
The personality of your brand is 
determined, in large measure, by 
the words you use and the 
sentences you write.” 
LARSEN “Creating the right brand voice” 
larsen.com/insights/creating-the-right-brand-voice
Use translation best practices 
One idea per sentence 
Simplicity over creativity Seafood 
brought in by 
LADIES 
Reuse and consistency 
Spend the time and get it 
right the first time 
Own your translation 
memory SOURCES 
customers 
will not be 
entertained. 
ARE REQUESTED 
NOT TO HAVE 
CHILDREN IN 
THE BAR 
just-one-liners.com http://www.just-one-liners.com/category/translations 
SignsFail https://www.etsy.com/shop/SignFail
Make 
strategic 
uussee ooff 
videos and 
images
Writing for multiple UIs 
Plain vanilla HTML 
CSS classes 
ssuuppppoorrtteedd bbyy eeaacchh UUII 
Variables for 
local values
Our Story 
Content Principles
2009 Challenges 
Global products 
Distributed platform 
and contributors 
MMuullttiippllee rreeppoossiittoorriieess 
$$$ 
Translations 
Labor 
Writing skills 
UI inconsistencies 
Emergence of mobile
2010 Stop the bleeding ($$$) 
Did we need content 
everywhere? 
How many 
A new platform was needed 
• 1 Global repository for self-serve and agents 
• Use 14 languages (1 dialect or form per language) 
• Reduce from 70+ down to 38 locales 
(language + country, en_US) 
This forced a new authoring strategy 
independent 
repositories are 
needed? 
A new language and 
translation strategy
Easy! 
Go to where the 
customers are 
Getting to fewer locales and languages
en_US 
es_ES fr_FR 
en_CA es_MX fr_BE 
MASTER (1) 
PARENTS (14) 
CHILDREN (24) 
Translate from 
Master 
to Parent 
Replicate from 
Parent to Child 
en_US 
en_GB es_CO 
en_AU es_US * Use variables for 
: : 
14 languages in 38 locales 
local values 
fr_CA
Centralized oversight 
Systems used to their fullest 
Fewer experts necessary: 
systems and content 
Buying software once 
Content consistency 
across the world 
Same reporting platform 
Prod Groups work with 
one team 
Benefits realized, so far
The move to one system 
Easy as flowers 
growing after a 
volcanic eruption 
Come see me 
afterward to 
learn more
Support the language and 
translation 
2010 
2012 - 
Who writes it? OrUigninfaolr Veissieoenn issues 
When do they write it? 
Who maintains it? 
Content authoring 
strategy 
KCS (Knowledge Centered Support) 
• Anyone can add or modify content 
• When errors are discovered, fix them 
• Through coaching, grow skills 
• The most skilled publish content 
Coaching program challenges 
Content updates were frequent; 
hence more costly than planned 
Sponsorship change 
– labor investment reduced
✱ System is complex even for 
full-time users; 
* too much for part-time 
users to be successful 
✱ No DAM (digital asset mgmt) – 
more manual management 
✱ Writing wasn’t a core 
competency of the agents 
✱ More coming: 
✱ Multi-lingual 
✱ Our voice / style 
✱ SEO 
✱ More coming: 
✱ 3 more UIs (5 total) 
+ Partner portals 
The strategy didn’t support 
the realities 
of the environment 
Failed authoring strategy! 
Was it the strategy or the execution?
New content authoring 
strategy 2012 
Hub and Spoke
Product launch timelines 
Writer 
Product 
Mgr 
Prod 
Supp 
Mgrs 
Rich 
Media 
Legal 
and 
Privacy 
Marketing 
and PR 
Agents Writer 
Prod 
Engineer 
Translate 
/ Localize 
Help Site 
Admin 
Search 
Manager 
The content Writer is the hub
Super Writer! 
Skills 
Writer 
Project Manager 
Communicator 
Information Designer 
SEO Specialist 
Data Analyst
Writing standards and 
processes 
2012 
2013 - 
Applying the Content 
Principles – in detail 
When to translate 
Engaging Legal and Privacy 
departments 
Utilizing the rich media 
experts 
Dealing with local content
Advantage of customer 
support agents 
2012 
- 
2013 
RReeccoommmmeenndd oorr DDrraafftt 
Emerging Issues 
Urgent translations 
Linguistic feedback
Using data for 
content improvement 2013 
TToopp uusseedd aarrttiicclleess 
Least used articles 
Articles not updated 
Search tuning data
Improving our content 
and growing team skills 2014 
On-boarding 
Writer workshops 
Peer-to-peer reviews
2014 Hiring the right people 
Marketing, PR, and/or 
Communication 
background 
MMuusstt hhaavvee eexxiissttiinngg 
writing skills 
Ability to manage multiple 
projects/activities 
Ability to deal with ambiguity 
Passion for helping people 
HTML / technology skills 
are a bonus
A community 
for each Yahoo 
product 
WWrriitteerr 
2014 Communication model
Translation costs decreased 
Greater collaboration with 
Marketing and others 
Same message from self-service 
and assisted 
support 
“New” bugs are getting self- 
self-service 
content, fast 
Full visibility on all content 
expenses 
More benefits realized
Challenges we still face 
Site design 
vs. content design 
Content 
ddiissccoovveerraabbiilliittyy 
Goal conflict between 
writing for self-support 
and agent 
support 
Better customer 
success data
How are you 
measuring content 
ssuucccceessss??
THANK YOU! 
@CHRISdotTODD 
http://www.linkedin.com/in/chrisdottodd/ 
https://help.yahoo.com
WRITERS RICH MEDIA HELP PROD MGRS SITE CONFIG 
Team 1 
Team 2 
Video 
Images 
Desk 
top 
Mobile 
Agent 
In- 
Product 
QA 
Nav/ 
Links 
Search 
Forms 
Site 
Msgs 
ANALYTICS 
UI DESIGN | USABILITY 
IA AND TAXONOMY 
REGIONAL SUPPORT 
Organizing: the staff model

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Yahoo Help Content Strategy - Chris Todd

  • 1. Yahoo Help Content Strategy Chris Todd Information Development World 2014
  • 2. How do you make a case study of a strategy? …the story of how we got here and what we’re doing now. Tell you how it was executed, of course!
  • 3. Yahoo Yahoo! Inc. (YHOO) - NASDAQ Mail Fantasy Sports Answers Flickr Founded January 1994 by two Stanford grad students Jerry Yang and David Filo incorporated March 1, 1995 Yahoo CEO and President Marissa Mayer appointed on July 16, 2012 Tumblr Aviate Search Finance and many more…
  • 4. Assists over 11M unique Help visitors every month My Yahoo organization writes customer help content for all Yahoo products …everywhere
  • 5. 20 years | Xerox ◆ Mentor Graphics ◆ Oracle ◆ Yahoo Marketing | Customer Support | Training Moda Center Home of the Trailblazers Mt St Helens Willamette River Me PPoorrttllaanndd,, OORR
  • 6. USABILITY.GOV WHAT IS CONTENT STRATEGY? KRISTINA HALVORSON “…plans for the creation, publication and governance of useful, usable content.” http://alistapart.com/article/thedisciplineofcontentstrategy Your content strategy is everything you do and don’t do related to “…focuses on the planning, content. Content not only your creation, delivery, and governance of includes content. the words on the page but also the images and multimedia that are used.” http://www.usability.gov/what-and-why/content-strategy.html Remember, no strategy is a JEFFREY MACINTYRE “…addresses the specific purpose, form, and development that we have at hand, or those that strategy circumstances too. of the content assets (and our analysis) require us to produce. The analysis of content and assessment of its value lies at the core of our labors.” http://alistapart.com/article/contenttiousstrategy
  • 7. What might be in your strategy? Investment Platform Translations Writing style and voice Process and governance What you share publicly Hiring practices
  • 8. 1 + Apply 9 content principles Write once for 9 everywhere My Strategy
  • 9. Every user ▪ Customer ▪ Support agent ▪ Partner Every device ▪ Mobile ▪ Tablet ▪ Desktop/laptop ▪ In-product ▪ Every language ▪ Every locale (language + country) EEvveerryywwhheerree!?
  • 10. Content Principles Know your audience Must be able to follow the scent Easy to scan titles Easy to scan articles Support SEO in every way Use brand voice Use translation best practices Make strategic use of videos and images Write for multiple UIs (user interfaces)
  • 11. “ Users often leave Web pages Personas in 10-20 seconds, but pages with a clear value proposition can hold people's attention for much JAKOB NIELSEN “How Long Do Users Stay on Web Pages” Jakob Nielsen's Alertbox, September 12, 2011 http://www.useit.com/articles/how-long-do-users-stay-on-web-pages/ “If your grandmother and longer…” your 10 year old niece can read and understand your content, you’re Know your audience doing it right!” While customers will search on our site; most searching occurs before they reach us.
  • 12. “Informavores will keep clicking as long as they sense (to mix metaphors) that they’re “getting warmer” -- the scent must keep getting stronger and stronger, or people give up.” JAKOB NIELSEN “Information Foraging: Why Google Makes People Leave Your Site Faster” Jakob Nielsen's Alertbox, June 30, 2003 http://www.useit.com/articles/information-scent/ Must be able to follow the scent
  • 13. Easy to scan titles ……tthhaatt pprroommiissee wwhhaatt will be in the article
  • 14. Easy to scan articles Title <H1> Heading <H2> Caution steps Numbered Heading <H2>
  • 15. Title <H1> Heading <H2> Support in SEO in every way Locale SEO URL Heading <H2> en_US https://help.yahoo.com/kb/aviate/missing-apps-aviate-sln24249. html en_AU https://au.help.yahoo.com/kb/aviate/missing-apps-aviate-sln24249. html de_DE https://de.hilfe.yahoo.com/kb/aviate/Fehlende-Apps-in-Aviate-sln24249. html vn_VI https://vn.trogiup.yahoo.com/kb/aviate/Thiếu-ứng-dụng-trong- Aviate-sln24249.html
  • 16. Brand voice What’s your “Brand voice is the purposeful, consistent expression of a brand through words and prose styles that engage and motivate... brand voice? The personality of your brand is determined, in large measure, by the words you use and the sentences you write.” LARSEN “Creating the right brand voice” larsen.com/insights/creating-the-right-brand-voice
  • 17. Use translation best practices One idea per sentence Simplicity over creativity Seafood brought in by LADIES Reuse and consistency Spend the time and get it right the first time Own your translation memory SOURCES customers will not be entertained. ARE REQUESTED NOT TO HAVE CHILDREN IN THE BAR just-one-liners.com http://www.just-one-liners.com/category/translations SignsFail https://www.etsy.com/shop/SignFail
  • 18. Make strategic uussee ooff videos and images
  • 19. Writing for multiple UIs Plain vanilla HTML CSS classes ssuuppppoorrtteedd bbyy eeaacchh UUII Variables for local values
  • 20. Our Story Content Principles
  • 21. 2009 Challenges Global products Distributed platform and contributors MMuullttiippllee rreeppoossiittoorriieess $$$ Translations Labor Writing skills UI inconsistencies Emergence of mobile
  • 22. 2010 Stop the bleeding ($$$) Did we need content everywhere? How many A new platform was needed • 1 Global repository for self-serve and agents • Use 14 languages (1 dialect or form per language) • Reduce from 70+ down to 38 locales (language + country, en_US) This forced a new authoring strategy independent repositories are needed? A new language and translation strategy
  • 23. Easy! Go to where the customers are Getting to fewer locales and languages
  • 24. en_US es_ES fr_FR en_CA es_MX fr_BE MASTER (1) PARENTS (14) CHILDREN (24) Translate from Master to Parent Replicate from Parent to Child en_US en_GB es_CO en_AU es_US * Use variables for : : 14 languages in 38 locales local values fr_CA
  • 25. Centralized oversight Systems used to their fullest Fewer experts necessary: systems and content Buying software once Content consistency across the world Same reporting platform Prod Groups work with one team Benefits realized, so far
  • 26. The move to one system Easy as flowers growing after a volcanic eruption Come see me afterward to learn more
  • 27. Support the language and translation 2010 2012 - Who writes it? OrUigninfaolr Veissieoenn issues When do they write it? Who maintains it? Content authoring strategy KCS (Knowledge Centered Support) • Anyone can add or modify content • When errors are discovered, fix them • Through coaching, grow skills • The most skilled publish content Coaching program challenges Content updates were frequent; hence more costly than planned Sponsorship change – labor investment reduced
  • 28. ✱ System is complex even for full-time users; * too much for part-time users to be successful ✱ No DAM (digital asset mgmt) – more manual management ✱ Writing wasn’t a core competency of the agents ✱ More coming: ✱ Multi-lingual ✱ Our voice / style ✱ SEO ✱ More coming: ✱ 3 more UIs (5 total) + Partner portals The strategy didn’t support the realities of the environment Failed authoring strategy! Was it the strategy or the execution?
  • 29. New content authoring strategy 2012 Hub and Spoke
  • 30. Product launch timelines Writer Product Mgr Prod Supp Mgrs Rich Media Legal and Privacy Marketing and PR Agents Writer Prod Engineer Translate / Localize Help Site Admin Search Manager The content Writer is the hub
  • 31. Super Writer! Skills Writer Project Manager Communicator Information Designer SEO Specialist Data Analyst
  • 32. Writing standards and processes 2012 2013 - Applying the Content Principles – in detail When to translate Engaging Legal and Privacy departments Utilizing the rich media experts Dealing with local content
  • 33. Advantage of customer support agents 2012 - 2013 RReeccoommmmeenndd oorr DDrraafftt Emerging Issues Urgent translations Linguistic feedback
  • 34. Using data for content improvement 2013 TToopp uusseedd aarrttiicclleess Least used articles Articles not updated Search tuning data
  • 35. Improving our content and growing team skills 2014 On-boarding Writer workshops Peer-to-peer reviews
  • 36. 2014 Hiring the right people Marketing, PR, and/or Communication background MMuusstt hhaavvee eexxiissttiinngg writing skills Ability to manage multiple projects/activities Ability to deal with ambiguity Passion for helping people HTML / technology skills are a bonus
  • 37. A community for each Yahoo product WWrriitteerr 2014 Communication model
  • 38. Translation costs decreased Greater collaboration with Marketing and others Same message from self-service and assisted support “New” bugs are getting self- self-service content, fast Full visibility on all content expenses More benefits realized
  • 39. Challenges we still face Site design vs. content design Content ddiissccoovveerraabbiilliittyy Goal conflict between writing for self-support and agent support Better customer success data
  • 40. How are you measuring content ssuucccceessss??
  • 41. THANK YOU! @CHRISdotTODD http://www.linkedin.com/in/chrisdottodd/ https://help.yahoo.com
  • 42. WRITERS RICH MEDIA HELP PROD MGRS SITE CONFIG Team 1 Team 2 Video Images Desk top Mobile Agent In- Product QA Nav/ Links Search Forms Site Msgs ANALYTICS UI DESIGN | USABILITY IA AND TAXONOMY REGIONAL SUPPORT Organizing: the staff model