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Content and customer experience
The document discusses conducting an audit of an organization's content from a customer experience perspective. It recommends inventorying all content assets, establishing an audit context by defining criteria and metrics based on customer research and goals, and determining an audit scope by mapping content to the customer journey. The audit then evaluates the content against the defined criteria to assess how well it meets customer needs and identifies areas for improvement.
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Content and customer experience
- 1. The role ofcontent in customer experience.
- 2. Paula Land about me page 2 Founder, PrincipalConsultant at Strategic Content Co-founder, CEO, Content Insight Author, Content Audits and Inventories: A Handbook Paula Land @content_insight IDW 2015
- 3. session agenda page 03 01 Why customer experience matters 03 Mappingcontent to the customer journey 02 The role of content in customer experience 04 Auditing content for customer experience Paula Land @content_insight IDW 2015
- 4. Customer experience matters page 04 Nearly halfof retailers agree with the statement “Our customer experience is our brand.” brand. Source: “The Retailer’s Imperative: A Strategic Approach to Customer Service.” http://www.sdl.com/download/econsultancy-retailers-imperative/76876/ Paula Land @content_insight IDW 2015
- 5. Customer experience matters page 05 “45% ofUS consumers will abandon an online transaction if their questions or concerns are not addressed quickly.” sales. Source: Forrester Reports Paula Land @content_insight IDW 2015
- 6. Customer experience matters page 06 “The probabilityof selling to an existing customer is 60-70%. The probability of selling to a new prospect is 5-20%.” loyalty. Source: Customer Loyalty, by Jill Griffin, quoted in http://review.content-science.com/2014/06/5-customer-experience-statistics-that-will-change-your-content-focus/ Paula Land @content_insight IDW 2015
- 7. Customer experience matters page 07 “It is6-7 times more costly to attract a new customer than it is to retain an existing customer.” cost. Source: The White House Office of Consumer Affairs Paula Land @content_insight IDW 2015
- 8. page 08 Source: SDL, “AvoidCX Failure Fallout: 6 Steps to Customer Experience Success” Paula Land Customer experience matters @content_insight IDW 2015
- 9. 2 ways todeal with customer experience failures page 09 Avoid them to begin with Know your customers, know what they need, give it to them at the right time, in the right format Make it right when they happen Apologize, provide easy ways to get in touch with you and clear pathways to information to solve the problem 1 2 Paula Land @content_insight IDW 2015
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- 11. Paula Land content sources page 11 Social media channels– yours and your customers’ social Catalogs, in-store signage, direct mail pieces print Your web site, including product information and search results. web site Online help, chat, customer service Support content Paula Land @content_insight IDW 2015
- 12. Paula Land customer service fail– mail page 12 Paula Land @content_insight IDW 2015
- 13. Paula Land customer experience fail– site errors page 13 Paula Land @content_insight IDW 2015
- 14. Paula Land customer experience fail– error messages page 14 Paula Land @content_insight IDW 2015
- 15. Paula Land customer experience fail– social media page 15 Source: http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#1 Paula Land @content_insight IDW 2015
- 16. Paula Land customer experience fail– ads page 16 Paula Land @content_insight IDW 2015
- 17. Paula Land customer experience fail– forms page 17 Paula Land @content_insight IDW 2015
- 18. Paula Land customer experience fail– product information page 18 Paula Land @content_insight IDW 2015
- 19. Paula Land customer experience fail– in-store page 19 Paula Land @content_insight IDW 2015
- 20. determining content focus page 20 What contenthas the greatest effect on the customer? Paula Land @content_insight IDW 2015
- 21. determining content focus page 21 who theyare what they need to do Paula Land @content_insight IDW 2015
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- 23. Paula Land input: user data page 23 user personas Representationsof priority customer types, with needs, motivations, influences defined. user feedback What your customers are actually saying user flows Actual and desired pathways through the content that a persona takes to find information. user research Primary and secondary research on industry trends, target and actual customers @content_insight IDW 2015
- 24. Paula Land example persona page 24 Jason Lee 27 yearold resident of New York. Single. Banker by day, pop musician by night. motivations digital behaviors • Frequently shops and occasionally buys online • Uses the web to research purchases • Heavy user of mobile devices • Frequently uses social media • In the market for a new laptop • Is brand-conscious; concerned with making an impression • Detail-oriented, reads the fine print • Technically savvy Paula Land @content_insight IDW 2015
- 25. example user flow starting point Jasongoes online to the manufacturer’s site. He sees more pictures of the computer and reads the specs. He likes it but wants to see it in person, since it’s a big purchase. end point Jason sees the laptop in the store, tries it out and decides to purchase. His salesperson sends him on his way with setup instructions, warranty, and return information. midpoint 1 midpoint 2 En route to a physical store, checks his mobile phone for map, hours. Jason gets a magazine with an ad for a cool-looking laptop. He is intrigued by the picture and description, but wants more specs.
- 26. Paula Land customer feedback page 26 No one everlistened themselves out of a job. —Herbert Hoover Image source: Wikipedia @content_insight IDW 2015
- 27. user research page 27 primary research Usability studies,focus groups, surveys secondary research Industry reports, demographic studies social listening Monitoring trending topics, mentions Paula Land @content_insight IDW 2015
- 28. input: metrics and analytics page 28 •Conversions • Page views • Time on site • Click-throughs • User flows • Keyword search • Likes, shares, subscriptions Paula Land @content_insight IDW 2015
- 29. gather and analyze data page 29 Paula Land@content_insight IDW 2015 • Focus on your most important content for customer experience • Decide which data will best measure experience • Gather data regularly • Incorporate into content inventory and audit
- 30. Mapping content to thecustomer journey
- 31. Paula Land advocacy What will inspire customersto promote your brand? customer journey page 31 awareness How are customers learning of your product or service? conversion How do they take action? consideration What is their decision-making process? loyalty How do you retain customers? Paula Land @content_insight IDW 2015
- 32. Paula Land customer journey matrix– information needs Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Source: Strategic Content, Map the Gap: A Simple Grid Approach to Successful Content Gap Analysis page 32 Paula Land @content_insight IDW 2015
- 33. Paula Land customer journey matrix– content types Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Content Types • Advertisement • Product reviews • Feature articles on company, product • Detailed product specs • Product comparisons • Demos • Customer reviews • Expert analyses • Product documentation • Warranty information • Tutorials • Customer support • Product update information • Social sharing • Surveys page 33 Paula Land @content_insight IDW 2015
- 34. Paula Land customer journey matrix– actual content Awareness Consideration Conversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Content Types • Advertisement • Product reviews • Feature articles on company, product • Detailed product specs • Product comparisons • Demos • Customer reviews • Expert analyses • Product documentation • Warranty information • Tutorials • Customer support • Product update information • Social sharing • Surveys Actual Content page 34 Paula Land @content_insight IDW 2015
- 35. Auditing content for customerexperience
- 36. Paula Land why audit? page 36 vsThe path youwant them to take The path they actually take @content_insight IDW 2015
- 37. Paula Land why audit? page 37 vsThe experience you wantthem to have The experience they are actually having @content_insight IDW 2015
- 38. Paula Land conducting the content audit page 38 01Inventoryall assets Know your starting point 02Establish context and criteria Know why you’re auditing and what your standards are 03establish scope Choose your areas of focus 04evaluate the content Assess content and derive insights Paula Land @content_insight IDW 2015
- 39. how to audit Inventory existingcontent Do a complete inventory of all existing content, across all channels.
- 40. the content inventory– website assets page 40 Paula Land @content_insight IDW 2015
- 41. content inventory – website data page 41 Standard Data • URLs — List of pages • File types — Formats • File size • Level — Site depth • Images — Number, format, location • Media — Number, format, location • Documents — Number, format, location • Metadata —Title, description, and keyword metadata • Links in and out — Links to and from each page • Word count – Word on the page • H1s — Text of the H1 tag • Analytics — Pageviews, conversions, bounce, entrances Paula Land Custom Data • Content owner • Content type • Audience • Status • Template • Etc. @content_insight IDW 2015
- 42. the content inventory– non-site assets page 42 Print • Catalogs • Flyers • In-store signage • Direct mail Digital • Social channels • Email newsletters • Ads • Apps Paula Land @content_insight IDW 2015
- 43. how to audit establish auditcontext and criteria What are the guidelines and metrics against which you’ll be evaluating the content?
- 44. audit context page 44 why are youauditing? what resources do you have? Paula Land @content_insight IDW 2015
- 45. establish audit context page 045 Customer research Customer journeys Analytics and metrics Customer feedback Business requirements Personas Editorialand brand guidelines Search data analysis Paula Land @content_insight IDW 2015
- 46. set audit criteria page 46 Consistency Does thecontent present a unified message? Depth and breadth Is there sufficient high-quality content to support the user’s information needs? Format Is the content in the right format for optimal use? Performance How effective is the content? Accuracy Is the information correct? Accessibility Is the content consumable by all users? Context Is the content available when and where they need it? Competitors How does your content compare to your competitors’? Paula Land @content_insight IDW 2015
- 47. audit criteria page 47 Consistency Does the contentpresent a unified message? Brand guide Style guide Messaging guidelines Competitors Paula Land @content_insight IDW 2015
- 48. audit criteria page 48 Depth and breadth Isthere sufficient high-quality content to support the user’s information needs? Is it complete? Customer journeys Personas Content models Competitors Customer feedback Paula Land @content_insight IDW 2015
- 49. audit criteria page 49 Format Is the contentin the right format for optimal use? Customer journeys Personas Content plans Analytics Content models Paula Land @content_insight IDW 2015
- 50. audit criteria page 50 Accuracy Is the informationcorrect? Product data Subject matter experts Customer feedback Paula Land @content_insight IDW 2015
- 51. audit criteria page 51 Context Is the contentavailable when and where they need it? Customer journeys Personas Customer feedback Analytics Paula Land @content_insight IDW 2015
- 52. audit criteria page 52 Performance How effective isthe content at meeting user needs? Business goals Analytics data / KPIs Conversions Search rankings Paula Land @content_insight IDW 2015
- 53. audit criteria page 53 Accessibility Is the contentconsumable by all users? Style guides User studies Customer feedback Personas Paula Land @content_insight IDW 2015
- 54. audit criteria page 54 Competitors How does yourcontent compare to your competitors’? Audiences Content type and quantity Tone and voice Community features Frequency of publication Standout/differentiating features Overall impression Contributors Paula Land @content_insight IDW 2015
- 55. set audit criteria page 55 Consistency Does thecontent present a unified message? Depth and breadth Is there sufficient high-quality content to support the user’s information needs? Format Is the content in the right format for optimal use? Performance How effective is the content? Accuracy Is the information correct? Accessibility Is the content consumable by all users? Context Is the content available when and where they need it? Competitors How does your content compare to your competitors’? Paula Land @content_insight IDW 2015
- 56. how to audit establish auditscope Choose which content to focus your audit on
- 57. customer journey content page 57 Awareness ConsiderationConversion Loyalty Advocacy Information Needs • Help me recognize I have an issue • Recognize your brand as a leader • Educate me on issues and trends • Understand value of your product/solution • Get detailed technical information on product/solution • Understand how difficult or easy it will be to use the product • Compare to competitive set • Demo or try product or solution • Help me determine ROI • Get third-party validation • Get peer validation (customer stories) • Support for product or solution • Training and education • Ongoing contact • Make it easy for me to share my experience • Provide incentives to give feedback Content Types • Advertisement • Product reviews • Feature articles on company, product • Detailed product specs • Product comparisons • Demos • Customer reviews • Expert analyses • Product documentation • Warranty information • Tutorials • Customer support • Product update information • Social sharing • Surveys Actual Content • Item • Item • Item • Item • Item • Item • Item • Item • Item • Item • Item • Item Paula Land @content_insight IDW 2015
- 58. how to audit evaluate content Qualitativelyassess content against requirements, goals, and criteria Document findings
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- 60. audit team page 60 Content strategists, content marketers, content creators Content Information architects,user experience designers, creative Design Business owners, project stakeholders Business SEO analysts, business intelligence, site managers Technology Paula Land @content_insight IDW 2015
- 61. audit activities page 61 Read the content– all channels Compare similar content side by side Follow typical task flows Run searches Trigger error messages Paula Land @content_insight IDW 2015
- 62. document audit findings page 62 present findings Presentfindings in the best format for your audience and timely way for project decision making What are the most compelling data points? What is the call to action? choose a focus Who are you presenting findings to? What data will be most compelling? What will you be asking of them? know your audience(s) Paula Land @content_insight IDW 2015
- 63. operationalize excellence page 063 Build audit findingsinto your content plans so you are creating new content to the standards and guidelines plan Regularly audit content to monitor for issues that will affect customer experience audit Fix issues with content and update guidelines, processes, and goals to maintain quality over time improve Ensure everyone in the organization knows what is expected of them and how to do their part communicate Paula Land @content_insight IDW 2015
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