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Data-Driven to Know We Have Effective Content with Jenifer Schlotfeldt and Courtney Bittner

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Data-Driven to Know We Have Effective Content with Jenifer Schlotfeldt and Courtney Bittner

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More and more we’re seeing data that indicates we need increased focus on improving our clients’ experience with technical content. But, how do you know what to focus on and where to target first? Introducing a content analytics toolbox that we rolled out to our IBM Cloud content contributors. The toolbox includes a variety of tools that authors can use to identify what content to work on and how to measure content improvements.

This case study shows how we gained adoption of the use of the toolbox, as well as some concrete examples of the tooling and data.

Takeaways:

1) How do I know what to prioritize?
2) How can I prove my content is impacting the business?
3) What are others doing?

Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.

More and more we’re seeing data that indicates we need increased focus on improving our clients’ experience with technical content. But, how do you know what to focus on and where to target first? Introducing a content analytics toolbox that we rolled out to our IBM Cloud content contributors. The toolbox includes a variety of tools that authors can use to identify what content to work on and how to measure content improvements.

This case study shows how we gained adoption of the use of the toolbox, as well as some concrete examples of the tooling and data.

Takeaways:

1) How do I know what to prioritize?
2) How can I prove my content is impacting the business?
3) What are others doing?

Presented November 29, 2018, at Quadrus Conference Center for Information Development World 2018.

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Data-Driven to Know We Have Effective Content with Jenifer Schlotfeldt and Courtney Bittner

  1. 1. IBM Cloud / November 2018 / © 2018 IBM Corporation Data driven to know we have effective content — Jenifer Schlotfeldt IBM Cloud Content Experience Architect & Strategist Courtney Bittner IBM Cloud Content Designer & Strategist
  2. 2. “The documentation could be improved…” 3IBM Cloud / November 2018 / © 2018 IBM Corporation
  3. 3. 4IBM Cloud / November 2018 / © 2018 IBM Corporation
  4. 4. 5IBM Cloud / November 2018 / © 2018 IBM Corporation
  5. 5. Group Name / DOC ID / Month XX, 2018 / © 2018 IBM Corporation Content analytics toolbox 6IBM Cloud / November 2018 / © 2018 IBM Corporation
  6. 6. “Too frequent trouble, but no announcement for it. Not user friendly interface.” You could look into the embedded assistance in the UI, status notifications, or even troubleshooting… User comments 7 Don’t just fix the issue and move on… Do… • Leverage data collected to get some insight on the users leaving comments: which browsers or OS are being used or maybe even geographic location • Bucket feedback so you can identify trends. For example, are you seeing a lot of comments about a specific topic, asking for videos, or maybe that IBM Cloud / November 2018 / © 2018 IBM Corporation
  7. 7. Content dead ends “I was able to sign up and get started, but I don’t know what to do next.” Content gaps “I want to learn how to integrate my platform and infrastructure resources.” Duplication “I found two similar tutorials in docs and developerWorks, yet they conflict with each other. How do I know which one to use?” Prioritization of content requests, requirements ”We need more videos in the docs!” Content audits 8 What is it? A way to ensure you have the right content published Why use it? • Quickly identify if you have content dead ends, content gaps, or duplication IBM Cloud / November 2018 / © 2018 IBM Corporation
  8. 8. Just as software development teams build and run test cases to determine code quality, we should be running quality test cases on our content to ensure we are delivering good quality content. Test cases 9 What is it? Automated content test cases that run daily Why use it? • Easily identify areas to investigate or fix • Visibility IBM Cloud / November 2018 / © 2018 IBM Corporation
  9. 9. These tools give you the capability to learn even more about how customers are using your content. Some typical event streaming or user actions you might leverage for content are page views, search phrases, referring pages, or even total visitors to your doc site. Machine data 10 What is it? If you use tools for real-time event streaming and tracking of user actions in your software product, you can leverage these tools for getting insight into your content. Why use it? You’ll have data to know if your content is the right content: • Focusing on the “right content” can lead to higherIBM Cloud / November 2018 / © 2018 IBM Corporation
  10. 10. Content experience scorecard 11 What is it? • A heuristic tool that measures the effectiveness of users’ experience with technical content • Scores validated, evidence-based responses Why use it? • Measure the “goodness” of the end-to-end content experience • Demonstrate the value and impact of the content experience • Drive measurable, high-value quality improvements in the content experience IBM Cloud / November 2018 / © 2018 IBM Corporation
  11. 11. 12 • “I did step by step and it didn’t work” • New blog documents the same task as the docs, but details are different • Relative page view increase in the last week • Acrolinx score: 58 • “This command as written failed for me.” • Missing content and content dead ends • ‘getting started’ was the top used search phrase • Last updated date: May 2018 • “page not loading” • Content that looks like product docs in unexpected places • Conversion trends went down after viewing the getting started doc • Broken links: 2 User comments Test casesContent audits Machine data Building out your content strategy IBM Cloud / November 2018 / © 2018 IBM Corporation
  12. 12. Action plan 13 Do a heuristic and improve by 30% Key Features • Scenario-based content to get to productive use Focus areas • Synergy, not silos, among content domains and audiences • Quality product- embedded content Value Effective and strategic content experience for client Content effectiveness Guided journeys Getting started experience IBM Cloud / November 2018 / © 2018 IBM Corporation
  13. 13. Summary 14 Use data to help you make an informed decision on how to prioritize the creation of new content, updating of existing content, or maybe even what content you can archive. – There are many other data points to consider, like user testing or industry trends – Data enables you to show measurable success User comments Test cases Content audits Machine data IBM Cloud / November 2018 / © 2018 IBM Corporation
  14. 14. Thank you. 15IBM Cloud / November 2018 / © 2018 IBM Corporation

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