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Data driven content - March 2018 STC IDL SIG

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We're all looking for ways to improve the customer experience. A simple place to start is to use the various forms of data already generated by your content to guide your strategy and architecture. In this session, we’ll look at various sources of data - including your own Web server, Twitter, Facebook, Google analytics, and more - and see how they can improve your documentation and content strategy. We’ll also see how using support tickets can help you better tune-in to your users and create better content.

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Data driven content - March 2018 STC IDL SIG

  1. 1. ed marsh stc idl sig march 15, 2018
  2. 2.  20+ year technical writer ▪ currently associate @ major financial firm  content creator ▪ contentcontent.info ▪ content content podcast – edmarsh.com/podcast  stc ny metro newsletter editor  homebrewer ▪ mmm beer  @edmarsh
  3. 3. data will make: • your life easier • your content more user-focused • your management able to track your progress • your value to the company increase • your already good looks even better* • *your mileage may vary
  4. 4. engagement, engagement, engagement.
  5. 5. robohelp and madcap both have analytics products
  6. 6. use this as a selling point with management if you haven’t moved to html-based help yet
  7. 7. why is it not performing? • obsolete? • poorly written? • using wrong keywords? • confusing title/content? • just plain unimportant/irrelevant? • is this topic cluttering search results? • is this a candidate for archiving? • what else can you learn from it?
  8. 8. google analytics code you put in master pages in robohelp, flare, and wordpress
  9. 9. http://edmarsh.com/2016/08/17/wordpress-plugin- changed-thinking-about-technical-writing/
  10. 10. research  what are your customers doing/thinking?  what are their pain points?  what are your competitors doing?
  11. 11. analytics.twitter.com
  12. 12. all the data.
  13. 13. before
  14. 14. after
  15. 15. advertising gives you an amazingly bad targeted audience
  16. 16.  find out how your users write and think  are you speaking the same language as your users?  are you considering misspellings/typos?  are there additional keywords you can add?  generate new topics
  17. 17.  help your technical support teams  are there recurring topics that can be addressed?  share best practices/war stories  most importantly  create connections  break down silos!
  18. 18. ohhhhh, the data.
  19. 19. http://edmarsh.com/category/technology/tec hnical-writing/professional-technical-writing- examples/
  20. 20. is your friend. really.
  21. 21. content inventories
  22. 22. pivot tables
  23. 23.  edmarsh.com  @edmarsh  edmarsh.com/podcast  contentcontent.info  http://www.linkedin.com/in/edmarsh/  http://www.slideshare.net/theedmarsh/
  24. 24. yes, please.

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