Building an Effective Content Framework for Customer Success The core of customer success is based on understanding user objectives and reducing customer effort. If your content isn’t the best and quickest answer to your target users’ questions, then they will go elsewhere. Even Google’s AI is learning to favor content that most effectively fulfills the searcher’s intent. Learn about a user-focused framework to guide your content decisions and learn how to use the framework to develop effective content standards tailored to your customers.

1. Effective Content Framework
for Customer Success

2. What is Effective Content?

3. Effective Content
=
Customer Success

4. About Me
Technical Writer
for 10+ years
KCSⓇ
Methodology Content Experience
Strategist
Self-Service Support #EffectiveContent

5. Customer Success Trends

6. Give Customers What They Want
Customer
Success
User
Objective
Low
Effort

7. Give Customers What They Want
Customer-Realized
Value

8. 81%
Harvard Business Review
Give Customers What They Want
26%
Aspect Software
77%
The Next Web

9. Give Customers What They Want
Self-Service is more than break-fix
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Documentation has new power
⇨

10. Framework Overview
5 essential qualities of user-focused content

11. Framework Overview
5 essential qualities of user-focused content
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12. 1. Intent

13. The reasons you write content are NOT why
someone will read it.

14. Key Question for Intent

15. Motivation

16. Key Question for Intent

17. Micro-Moments
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18. WIIFM should be WIIFT

19. 2. Usability

20. Be audience-centric; think about what will best
serve their needs and write accordingly.

21. Key Question for Usability

22. Content vs. Format
● Content ⇨
● Format ⇨

23. 3. Findability
Google Webmaster Basic Principle

24. Make content findable, or else…

25. Key Question for Findability

26. Relevance
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27. 4. Timeliness

28. If you never have typos in published content, you’re a
perfectionist at the expense of your users.

29. Key Question for Timeliness

30. Think Fast
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31. 5. Efficiency

32. Great consumer experiences should inspire
technology, not the other way around.

33. Key Question for Efficiency

34. Customer-First Approach
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35. Bonus Round!
Enjoyability
An opportunity and risk.

36. Blinded by Delight

37. The Only Thing That Matters

38. Effective Content In Action
Tools
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Methods
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References
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sarafeldman.com/lavacon

39. Writing was the first
information technology
for communication

40. You have all of the answers to your
customers’ problems.

41. Questions?

42. linkedin.com/in/sarafeldman
Keep In Touch
@SaraContentWise
sarafeldman.com/lavacon
#EffectiveContent

43. Effective Content Framework
for Customer Success
Sara Feldman