Time to Shine: MozCon 2023 Community Speaker Pitches Now Open

MozCon is bringing the Future of Search to Seattle this August 7-8, and we’re excited to announce the return of our annual call for up-and-coming community speakers!

Every year, we take great pride in reserving space on our stage exclusively for new voices. Are you the person that everyone in your network looks to for digital marketing advice? Perhaps you’ve been honing your voice on podcasts or blogs, all the while dreaming of stepping onto the big stage to share your innovative ideas? Now’s your chance to submit your pitch for the opportunity to join industry leaders on the MozCon stage in front of 1,500 of your peers. (No pressure!)

Not sure what a community speaker is?

At MozCon, we have a speaker selection committee that identifies practitioners at the top of their professional field with a mean speaking game. But these spots are by invite only, and we know the community is bursting at the seams with hidden gems ready to share groundbreaking research, hot tips, and SEO tests that drive results.

Cue our MozCon community speaker program!

We’ve reserved two 15-minute community speaker slots throughout our conference for fresh faces to shine on the big stage. We encourage anyone in the SEO community to submit their best and most exciting presentation ideas for a chance to be selected as a community speaker at MozCon. Not only are these sessions incredibly well-received by our attendees, but they’re also a fantastic way to get your foot in the door when it comes to the SEO speaking circuit.

Interested in pitching your own idea? Read on for everything you need to know:

How to submit

To submit a pitch, fill out the community speaker submission form. Only submit one talk! We want the one you’re most passionate about. Talks must be related to digital marketing and be a topic you can cover in 15 minutes.

[Pro tip: Keep it actionable and be sure to include 3-5 key learning outcomes the audience will come away with from your session in the pitch.]

Submissions close on Tuesday, February 28th at 5pm PDT — no exceptions!

If chosen, you’ll be required to present your talk in person at MozCon in Seattle, WA on August 7-8, 2023. Incomplete submissions will not be considered, and all decisions are final. All speakers must adhere to the MozCon Code of Conduct.

Submit my pitch!

If you submit a pitch, you’ll hear back from us regardless of your acceptance status, so please be patient until you hear back — we’ll work hard to make our decisions as quickly as we can! Please note that due to the volume of submissions we typically receive, we’re unable to provide specific feedback on individual applications.

What do speakers receive?

As a community speaker you will receive:

• 15 minutes on the MozCon stage for a keynote-style presentation

• A free ticket to MozCon (we can issue a refund or transfer if you’ve already purchased yours)

• Travel and accommodations during MozCon

• Support and feedback as you build your final presentation deck to make sure you deliver the talk of your life on our stage.

• And a few more surprises…

How we select our speakers

We have an internal committee of experienced Moz team members, speakers and subject matter experts that review every pitch. We analyze each topic to make sure there’s no overlap and to confirm that it’s a good fit for our audience and conference focus – for 2023, our content theme is The Future of Search.

Next, we look at the entirety of the pitch to help us get a comprehensive idea of what to expect from your talk on the MozCon stage and how it might be received by the audience. This is where links to previous decks, content, and videos of past presentations are helpful (but aren’t required).

Here’s how to make your pitch stand out:

• Keep your pitch focused on digital marketing. SEO topics are great but we also love topics that compliment or sit adjacent to SEO. The more actionable the pitch, the better.

• Be focused and concise. What value does your talk provide? We want to hear the actual takeaways our audience will be learning about and why it’s important — not just a vague reference to them. Remember, we receive a ton of pitches, so the more clearly you can explain the tactical steps and learning objectives for the audience, the better you’ll stand out.

• Do your research! Review the topics presented at past MozCons, on the Moz Blog and in our Whiteboard Friday videos for a sense of what resonates with our audience— we’re looking for fresh, new presentations that round out our agenda to add to the stage.

• Brush up on how to prepare for speaking.

• No pitches will be evaluated in advance, so please don’t ask :)

• Using social media to lobby your pitch won’t help. Instead, put your time and energy into the actual pitch itself!

• Linking to a previous example of a slide deck or presentation isn’t required, but it does help the committee.

Leading up to MozCon

If your pitch is selected, the MozCon team is here to support you along the way. It’s our goal to make sure this is your best talk to date, whether it’s your first time under those bright stage lights or you’re a seasoned speaker who feels perfectly at home in front of a big crowd. We’ll answer any questions you may have and work with you to deliver a talk you’ll be proud of. Here are just a handful of ways that we’re here to help:

• Topic refinement

• Helping with your presentation title and description

• Reviewing your presentation outlines and drafts

• Providing plenty of tips around best practices — specifically with the MozCon stage and audience in mind

• Comprehensive show guide

• Being available to listen to you practice your talk

• Reviewing your final deck

• A full stage tour on the Sunday before MozCon to meet our A/V crew, see your presentation on the big screen, and get a feel for the show

• An amazing 15-person A/V team to support your presentation every second it’s on the big screen and beyond

We’ve got our fingers crossed for you. Good luck!

Submit my pitch!

Harnessing the Power of Feedback — Whiteboard Friday

In this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you through the process we use to implement customer feedback, in the hopes that you can take it and apply it to your own content creation and maintenance strategies.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome back to another edition of Whiteboard Friday. My name is Meghan, and I'm on the Learning team here at Moz. Today, I'm going to talk to you about harnessing the power of feedback when it comes to content iteration.

So one of the projects that I contribute to in my position here is taking care of our customer help center, which we call the Help Hub. If you're not familiar with the Help Hub, this is where we house all of our how-to guides, tips and tricks, workflows, and troubleshooting guides for the Moz tools. I do encourage you to check it out if you have some time later or if you have questions about the tools.

A key part of maintaining the Help Hub includes gathering, monitoring, and implementing customer feedback, and this is a crucial component for us. Why is that? Well, because we want to be sure that we're providing quality, helpful content to our customers. In addition, this process allows our customers to find answers to their questions quickly and easily at any time. It does take some of the lift of our Help team as well by reducing the number of tickets that they receive asking these very questions. So I'm going to go ahead and take you through the process that we use to implement customer feedback, in hopes that you can take it and apply it to your own content creation and maintenance strategies.

Gather data

So what is the first step? Well, first, we gather data, because we don't know what feedback people have if we don't ask for it, right? So if you are familiar with the Moz Help Hub, you may have seen our surveys that are at the bottom of all of our articles. Here, we ask if the article was helpful, and we do this with a series of emojis that indicate if it met their needs or not. If the customer indicates that it did not, they do have the option to enter a comment letting us know why.

When it comes to gathering data on your own content, you may opt to add a survey like this, or there are plenty of other ways that you can start to gather data to work with. So if you have a social media presence, you can start keeping track of feedback there or ask your followers directly for insight into what they find most helpful and least helpful about your content. Or you can send a survey out via email, ask your customer service team for feedback, look at customer emails and tickets to see what questions the customers may be asking, which you're not currently answering on your site. We do that as well. We work closely with our Help team to ensure that everything that we can answer is answered in the Help Hub.

Analyze

So once you have that data to work with, it's time to analyze it. So we review both vote counts, meaning helpful versus not helpful, as well as comments here at Moz. When comments are left, we look to see if there's an opportunity to implement a change in that guide based on the feedback. Additionally, if we're seeing a trend in votes for a particular page or section, we will take a look at how we can improve or reword, update the content to better serve the customer.

One thing to keep in mind during this step, however, is that not all feedback you receive will be actionable, and that's okay. A few questions that I like to ask myself when looking at feedback for an article are: Was the customer on the right page to find their answer? If not, how did they get to this page? Is there an opportunity to help them find their way to the correct page, whether that's through links or additional resources, etc.? Is there a question that I can answer on this page, or should this question have its own dedicated page? Sometimes we end up writing whole new guides based on feedback that we get from customers. What was the customer trying to achieve? How did this guide fall short in helping them achieve that goal?

Implement change

So now that we've identified areas for improvement, it's time to implement changes to that content. So this may be as simple as adding an FAQ to answer a specific question or as involved as writing a new workflow or troubleshooting guide, as I mentioned previously. Just as an example, some specific things, some specific changes that we implemented based on customer feedback include adding quick links to all of our pages for easier navigation, creating separate pages for each of our keyword metrics, and building out multiple workflows based on questions that customers have asked.

This step in the process may look different depending on the type of content that you create and the type of feedback that you receive. For example, if you primarily work in creating video content and you receive feedback that customers wish the videos had subtitles, you may opt to implement those on past videos as well as any that you release moving forward. However, if you have a blog or a newsletter or some other type of long-form content, it may not make sense to use resources to update older pieces of content. Instead, you may opt to start implementing those changes in your content moving forward. It may be a combination of those. Maybe you have some really popular articles that can be updated from the past and start implementing those changes in your content moving forward.

Track results

So after implementing your changes, you want to be sure to track your results. We track our votes and survey responses regularly to help monitor for update opportunities and to see if the responses have changed for that particular piece of content.

Finally, we start the cycle all over again, gathering more data, analyzing it, implementing changes, and then tracking the results.

Implementing this process here at Moz has allowed us to see a correlation between changes that we've made to the Help Hub content and the number of helpful votes that we receive. We treat this part of our content library as a living document that is always evolving to not only account for tool changes but also to take into account customer feedback. Gathering feedback on your content can help to identify trends in what your customers are engaging with and how you can further improve your offerings moving forward. That's key. You want to always be improving.

It can also help to identify resources that may need updating or ideas for future content. For example, if you have a blog post about how to bake a cake and your readers are commenting that they don't know how to pick the right kind of pan for the recipe, there may be an opportunity to publish a new blog post about the best types of cake pans. Or if you publish help guides, like myself, if a customer says they couldn't find the answer to their question in that article, there may be an opportunity to look into questions like the ones that we outlined earlier in our analyze step. What are they trying to achieve? How did they end up on this page? How can I help them to reach their goal?

I hope that you found this helpful and that you're ready to get out there and start harnessing the power of feedback. Thank you so much, Moz fans. We'll see you next time.

Video transcription by Speechpad.com

Harnessing the Power of Feedback — Whiteboard Friday

In this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you through the process we use to implement customer feedback, in the hopes that you can take it and apply it to your own content creation and maintenance strategies.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome back to another edition of Whiteboard Friday. My name is Meghan, and I'm on the Learning team here at Moz. Today, I'm going to talk to you about harnessing the power of feedback when it comes to content iteration.

So one of the projects that I contribute to in my position here is taking care of our customer help center, which we call the Help Hub. If you're not familiar with the Help Hub, this is where we house all of our how-to guides, tips and tricks, workflows, and troubleshooting guides for the Moz tools. I do encourage you to check it out if you have some time later or if you have questions about the tools.

A key part of maintaining the Help Hub includes gathering, monitoring, and implementing customer feedback, and this is a crucial component for us. Why is that? Well, because we want to be sure that we're providing quality, helpful content to our customers. In addition, this process allows our customers to find answers to their questions quickly and easily at any time. It does take some of the lift of our Help team as well by reducing the number of tickets that they receive asking these very questions. So I'm going to go ahead and take you through the process that we use to implement customer feedback, in hopes that you can take it and apply it to your own content creation and maintenance strategies.

Gather data

So what is the first step? Well, first, we gather data, because we don't know what feedback people have if we don't ask for it, right? So if you are familiar with the Moz Help Hub, you may have seen our surveys that are at the bottom of all of our articles. Here, we ask if the article was helpful, and we do this with a series of emojis that indicate if it met their needs or not. If the customer indicates that it did not, they do have the option to enter a comment letting us know why.

When it comes to gathering data on your own content, you may opt to add a survey like this, or there are plenty of other ways that you can start to gather data to work with. So if you have a social media presence, you can start keeping track of feedback there or ask your followers directly for insight into what they find most helpful and least helpful about your content. Or you can send a survey out via email, ask your customer service team for feedback, look at customer emails and tickets to see what questions the customers may be asking, which you're not currently answering on your site. We do that as well. We work closely with our Help team to ensure that everything that we can answer is answered in the Help Hub.

Analyze

So once you have that data to work with, it's time to analyze it. So we review both vote counts, meaning helpful versus not helpful, as well as comments here at Moz. When comments are left, we look to see if there's an opportunity to implement a change in that guide based on the feedback. Additionally, if we're seeing a trend in votes for a particular page or section, we will take a look at how we can improve or reword, update the content to better serve the customer.

One thing to keep in mind during this step, however, is that not all feedback you receive will be actionable, and that's okay. A few questions that I like to ask myself when looking at feedback for an article are: Was the customer on the right page to find their answer? If not, how did they get to this page? Is there an opportunity to help them find their way to the correct page, whether that's through links or additional resources, etc.? Is there a question that I can answer on this page, or should this question have its own dedicated page? Sometimes we end up writing whole new guides based on feedback that we get from customers. What was the customer trying to achieve? How did this guide fall short in helping them achieve that goal?

Implement change

So now that we've identified areas for improvement, it's time to implement changes to that content. So this may be as simple as adding an FAQ to answer a specific question or as involved as writing a new workflow or troubleshooting guide, as I mentioned previously. Just as an example, some specific things, some specific changes that we implemented based on customer feedback include adding quick links to all of our pages for easier navigation, creating separate pages for each of our keyword metrics, and building out multiple workflows based on questions that customers have asked.

This step in the process may look different depending on the type of content that you create and the type of feedback that you receive. For example, if you primarily work in creating video content and you receive feedback that customers wish the videos had subtitles, you may opt to implement those on past videos as well as any that you release moving forward. However, if you have a blog or a newsletter or some other type of long-form content, it may not make sense to use resources to update older pieces of content. Instead, you may opt to start implementing those changes in your content moving forward. It may be a combination of those. Maybe you have some really popular articles that can be updated from the past and start implementing those changes in your content moving forward.

Track results

So after implementing your changes, you want to be sure to track your results. We track our votes and survey responses regularly to help monitor for update opportunities and to see if the responses have changed for that particular piece of content.

Finally, we start the cycle all over again, gathering more data, analyzing it, implementing changes, and then tracking the results.

Implementing this process here at Moz has allowed us to see a correlation between changes that we've made to the Help Hub content and the number of helpful votes that we receive. We treat this part of our content library as a living document that is always evolving to not only account for tool changes but also to take into account customer feedback. Gathering feedback on your content can help to identify trends in what your customers are engaging with and how you can further improve your offerings moving forward. That's key. You want to always be improving.

It can also help to identify resources that may need updating or ideas for future content. For example, if you have a blog post about how to bake a cake and your readers are commenting that they don't know how to pick the right kind of pan for the recipe, there may be an opportunity to publish a new blog post about the best types of cake pans. Or if you publish help guides, like myself, if a customer says they couldn't find the answer to their question in that article, there may be an opportunity to look into questions like the ones that we outlined earlier in our analyze step. What are they trying to achieve? How did they end up on this page? How can I help them to reach their goal?

I hope that you found this helpful and that you're ready to get out there and start harnessing the power of feedback. Thank you so much, Moz fans. We'll see you next time.

Video transcription by Speechpad.com

Harnessing the Power of Feedback — Whiteboard Friday

In this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you through the process we use to implement customer feedback, in the hopes that you can take it and apply it to your own content creation and maintenance strategies.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome back to another edition of Whiteboard Friday. My name is Meghan, and I'm on the Learning team here at Moz. Today, I'm going to talk to you about harnessing the power of feedback when it comes to content iteration.

So one of the projects that I contribute to in my position here is taking care of our customer help center, which we call the Help Hub. If you're not familiar with the Help Hub, this is where we house all of our how-to guides, tips and tricks, workflows, and troubleshooting guides for the Moz tools. I do encourage you to check it out if you have some time later or if you have questions about the tools.

A key part of maintaining the Help Hub includes gathering, monitoring, and implementing customer feedback, and this is a crucial component for us. Why is that? Well, because we want to be sure that we're providing quality, helpful content to our customers. In addition, this process allows our customers to find answers to their questions quickly and easily at any time. It does take some of the lift of our Help team as well by reducing the number of tickets that they receive asking these very questions. So I'm going to go ahead and take you through the process that we use to implement customer feedback, in hopes that you can take it and apply it to your own content creation and maintenance strategies.

Gather data

So what is the first step? Well, first, we gather data, because we don't know what feedback people have if we don't ask for it, right? So if you are familiar with the Moz Help Hub, you may have seen our surveys that are at the bottom of all of our articles. Here, we ask if the article was helpful, and we do this with a series of emojis that indicate if it met their needs or not. If the customer indicates that it did not, they do have the option to enter a comment letting us know why.

When it comes to gathering data on your own content, you may opt to add a survey like this, or there are plenty of other ways that you can start to gather data to work with. So if you have a social media presence, you can start keeping track of feedback there or ask your followers directly for insight into what they find most helpful and least helpful about your content. Or you can send a survey out via email, ask your customer service team for feedback, look at customer emails and tickets to see what questions the customers may be asking, which you're not currently answering on your site. We do that as well. We work closely with our Help team to ensure that everything that we can answer is answered in the Help Hub.

Analyze

So once you have that data to work with, it's time to analyze it. So we review both vote counts, meaning helpful versus not helpful, as well as comments here at Moz. When comments are left, we look to see if there's an opportunity to implement a change in that guide based on the feedback. Additionally, if we're seeing a trend in votes for a particular page or section, we will take a look at how we can improve or reword, update the content to better serve the customer.

One thing to keep in mind during this step, however, is that not all feedback you receive will be actionable, and that's okay. A few questions that I like to ask myself when looking at feedback for an article are: Was the customer on the right page to find their answer? If not, how did they get to this page? Is there an opportunity to help them find their way to the correct page, whether that's through links or additional resources, etc.? Is there a question that I can answer on this page, or should this question have its own dedicated page? Sometimes we end up writing whole new guides based on feedback that we get from customers. What was the customer trying to achieve? How did this guide fall short in helping them achieve that goal?

Implement change

So now that we've identified areas for improvement, it's time to implement changes to that content. So this may be as simple as adding an FAQ to answer a specific question or as involved as writing a new workflow or troubleshooting guide, as I mentioned previously. Just as an example, some specific things, some specific changes that we implemented based on customer feedback include adding quick links to all of our pages for easier navigation, creating separate pages for each of our keyword metrics, and building out multiple workflows based on questions that customers have asked.

This step in the process may look different depending on the type of content that you create and the type of feedback that you receive. For example, if you primarily work in creating video content and you receive feedback that customers wish the videos had subtitles, you may opt to implement those on past videos as well as any that you release moving forward. However, if you have a blog or a newsletter or some other type of long-form content, it may not make sense to use resources to update older pieces of content. Instead, you may opt to start implementing those changes in your content moving forward. It may be a combination of those. Maybe you have some really popular articles that can be updated from the past and start implementing those changes in your content moving forward.

Track results

So after implementing your changes, you want to be sure to track your results. We track our votes and survey responses regularly to help monitor for update opportunities and to see if the responses have changed for that particular piece of content.

Finally, we start the cycle all over again, gathering more data, analyzing it, implementing changes, and then tracking the results.

Implementing this process here at Moz has allowed us to see a correlation between changes that we've made to the Help Hub content and the number of helpful votes that we receive. We treat this part of our content library as a living document that is always evolving to not only account for tool changes but also to take into account customer feedback. Gathering feedback on your content can help to identify trends in what your customers are engaging with and how you can further improve your offerings moving forward. That's key. You want to always be improving.

It can also help to identify resources that may need updating or ideas for future content. For example, if you have a blog post about how to bake a cake and your readers are commenting that they don't know how to pick the right kind of pan for the recipe, there may be an opportunity to publish a new blog post about the best types of cake pans. Or if you publish help guides, like myself, if a customer says they couldn't find the answer to their question in that article, there may be an opportunity to look into questions like the ones that we outlined earlier in our analyze step. What are they trying to achieve? How did they end up on this page? How can I help them to reach their goal?

I hope that you found this helpful and that you're ready to get out there and start harnessing the power of feedback. Thank you so much, Moz fans. We'll see you next time.

Video transcription by Speechpad.com

Harnessing the Power of Feedback — Whiteboard Friday

In this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you through the process we use to implement customer feedback, in the hopes that you can take it and apply it to your own content creation and maintenance strategies.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome back to another edition of Whiteboard Friday. My name is Meghan, and I'm on the Learning team here at Moz. Today, I'm going to talk to you about harnessing the power of feedback when it comes to content iteration.

So one of the projects that I contribute to in my position here is taking care of our customer help center, which we call the Help Hub. If you're not familiar with the Help Hub, this is where we house all of our how-to guides, tips and tricks, workflows, and troubleshooting guides for the Moz tools. I do encourage you to check it out if you have some time later or if you have questions about the tools.

A key part of maintaining the Help Hub includes gathering, monitoring, and implementing customer feedback, and this is a crucial component for us. Why is that? Well, because we want to be sure that we're providing quality, helpful content to our customers. In addition, this process allows our customers to find answers to their questions quickly and easily at any time. It does take some of the lift of our Help team as well by reducing the number of tickets that they receive asking these very questions. So I'm going to go ahead and take you through the process that we use to implement customer feedback, in hopes that you can take it and apply it to your own content creation and maintenance strategies.

Gather data

So what is the first step? Well, first, we gather data, because we don't know what feedback people have if we don't ask for it, right? So if you are familiar with the Moz Help Hub, you may have seen our surveys that are at the bottom of all of our articles. Here, we ask if the article was helpful, and we do this with a series of emojis that indicate if it met their needs or not. If the customer indicates that it did not, they do have the option to enter a comment letting us know why.

When it comes to gathering data on your own content, you may opt to add a survey like this, or there are plenty of other ways that you can start to gather data to work with. So if you have a social media presence, you can start keeping track of feedback there or ask your followers directly for insight into what they find most helpful and least helpful about your content. Or you can send a survey out via email, ask your customer service team for feedback, look at customer emails and tickets to see what questions the customers may be asking, which you're not currently answering on your site. We do that as well. We work closely with our Help team to ensure that everything that we can answer is answered in the Help Hub.

Analyze

So once you have that data to work with, it's time to analyze it. So we review both vote counts, meaning helpful versus not helpful, as well as comments here at Moz. When comments are left, we look to see if there's an opportunity to implement a change in that guide based on the feedback. Additionally, if we're seeing a trend in votes for a particular page or section, we will take a look at how we can improve or reword, update the content to better serve the customer.

One thing to keep in mind during this step, however, is that not all feedback you receive will be actionable, and that's okay. A few questions that I like to ask myself when looking at feedback for an article are: Was the customer on the right page to find their answer? If not, how did they get to this page? Is there an opportunity to help them find their way to the correct page, whether that's through links or additional resources, etc.? Is there a question that I can answer on this page, or should this question have its own dedicated page? Sometimes we end up writing whole new guides based on feedback that we get from customers. What was the customer trying to achieve? How did this guide fall short in helping them achieve that goal?

Implement change

So now that we've identified areas for improvement, it's time to implement changes to that content. So this may be as simple as adding an FAQ to answer a specific question or as involved as writing a new workflow or troubleshooting guide, as I mentioned previously. Just as an example, some specific things, some specific changes that we implemented based on customer feedback include adding quick links to all of our pages for easier navigation, creating separate pages for each of our keyword metrics, and building out multiple workflows based on questions that customers have asked.

This step in the process may look different depending on the type of content that you create and the type of feedback that you receive. For example, if you primarily work in creating video content and you receive feedback that customers wish the videos had subtitles, you may opt to implement those on past videos as well as any that you release moving forward. However, if you have a blog or a newsletter or some other type of long-form content, it may not make sense to use resources to update older pieces of content. Instead, you may opt to start implementing those changes in your content moving forward. It may be a combination of those. Maybe you have some really popular articles that can be updated from the past and start implementing those changes in your content moving forward.

Track results

So after implementing your changes, you want to be sure to track your results. We track our votes and survey responses regularly to help monitor for update opportunities and to see if the responses have changed for that particular piece of content.

Finally, we start the cycle all over again, gathering more data, analyzing it, implementing changes, and then tracking the results.

Implementing this process here at Moz has allowed us to see a correlation between changes that we've made to the Help Hub content and the number of helpful votes that we receive. We treat this part of our content library as a living document that is always evolving to not only account for tool changes but also to take into account customer feedback. Gathering feedback on your content can help to identify trends in what your customers are engaging with and how you can further improve your offerings moving forward. That's key. You want to always be improving.

It can also help to identify resources that may need updating or ideas for future content. For example, if you have a blog post about how to bake a cake and your readers are commenting that they don't know how to pick the right kind of pan for the recipe, there may be an opportunity to publish a new blog post about the best types of cake pans. Or if you publish help guides, like myself, if a customer says they couldn't find the answer to their question in that article, there may be an opportunity to look into questions like the ones that we outlined earlier in our analyze step. What are they trying to achieve? How did they end up on this page? How can I help them to reach their goal?

I hope that you found this helpful and that you're ready to get out there and start harnessing the power of feedback. Thank you so much, Moz fans. We'll see you next time.

Video transcription by Speechpad.com

Harnessing the Power of Feedback — Whiteboard Friday

In this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you through the process we use to implement customer feedback, in the hopes that you can take it and apply it to your own content creation and maintenance strategies.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome back to another edition of Whiteboard Friday. My name is Meghan, and I'm on the Learning team here at Moz. Today, I'm going to talk to you about harnessing the power of feedback when it comes to content iteration.

So one of the projects that I contribute to in my position here is taking care of our customer help center, which we call the Help Hub. If you're not familiar with the Help Hub, this is where we house all of our how-to guides, tips and tricks, workflows, and troubleshooting guides for the Moz tools. I do encourage you to check it out if you have some time later or if you have questions about the tools.

A key part of maintaining the Help Hub includes gathering, monitoring, and implementing customer feedback, and this is a crucial component for us. Why is that? Well, because we want to be sure that we're providing quality, helpful content to our customers. In addition, this process allows our customers to find answers to their questions quickly and easily at any time. It does take some of the lift of our Help team as well by reducing the number of tickets that they receive asking these very questions. So I'm going to go ahead and take you through the process that we use to implement customer feedback, in hopes that you can take it and apply it to your own content creation and maintenance strategies.

Gather data

So what is the first step? Well, first, we gather data, because we don't know what feedback people have if we don't ask for it, right? So if you are familiar with the Moz Help Hub, you may have seen our surveys that are at the bottom of all of our articles. Here, we ask if the article was helpful, and we do this with a series of emojis that indicate if it met their needs or not. If the customer indicates that it did not, they do have the option to enter a comment letting us know why.

When it comes to gathering data on your own content, you may opt to add a survey like this, or there are plenty of other ways that you can start to gather data to work with. So if you have a social media presence, you can start keeping track of feedback there or ask your followers directly for insight into what they find most helpful and least helpful about your content. Or you can send a survey out via email, ask your customer service team for feedback, look at customer emails and tickets to see what questions the customers may be asking, which you're not currently answering on your site. We do that as well. We work closely with our Help team to ensure that everything that we can answer is answered in the Help Hub.

Analyze

So once you have that data to work with, it's time to analyze it. So we review both vote counts, meaning helpful versus not helpful, as well as comments here at Moz. When comments are left, we look to see if there's an opportunity to implement a change in that guide based on the feedback. Additionally, if we're seeing a trend in votes for a particular page or section, we will take a look at how we can improve or reword, update the content to better serve the customer.

One thing to keep in mind during this step, however, is that not all feedback you receive will be actionable, and that's okay. A few questions that I like to ask myself when looking at feedback for an article are: Was the customer on the right page to find their answer? If not, how did they get to this page? Is there an opportunity to help them find their way to the correct page, whether that's through links or additional resources, etc.? Is there a question that I can answer on this page, or should this question have its own dedicated page? Sometimes we end up writing whole new guides based on feedback that we get from customers. What was the customer trying to achieve? How did this guide fall short in helping them achieve that goal?

Implement change

So now that we've identified areas for improvement, it's time to implement changes to that content. So this may be as simple as adding an FAQ to answer a specific question or as involved as writing a new workflow or troubleshooting guide, as I mentioned previously. Just as an example, some specific things, some specific changes that we implemented based on customer feedback include adding quick links to all of our pages for easier navigation, creating separate pages for each of our keyword metrics, and building out multiple workflows based on questions that customers have asked.

This step in the process may look different depending on the type of content that you create and the type of feedback that you receive. For example, if you primarily work in creating video content and you receive feedback that customers wish the videos had subtitles, you may opt to implement those on past videos as well as any that you release moving forward. However, if you have a blog or a newsletter or some other type of long-form content, it may not make sense to use resources to update older pieces of content. Instead, you may opt to start implementing those changes in your content moving forward. It may be a combination of those. Maybe you have some really popular articles that can be updated from the past and start implementing those changes in your content moving forward.

Track results

So after implementing your changes, you want to be sure to track your results. We track our votes and survey responses regularly to help monitor for update opportunities and to see if the responses have changed for that particular piece of content.

Finally, we start the cycle all over again, gathering more data, analyzing it, implementing changes, and then tracking the results.

Implementing this process here at Moz has allowed us to see a correlation between changes that we've made to the Help Hub content and the number of helpful votes that we receive. We treat this part of our content library as a living document that is always evolving to not only account for tool changes but also to take into account customer feedback. Gathering feedback on your content can help to identify trends in what your customers are engaging with and how you can further improve your offerings moving forward. That's key. You want to always be improving.

It can also help to identify resources that may need updating or ideas for future content. For example, if you have a blog post about how to bake a cake and your readers are commenting that they don't know how to pick the right kind of pan for the recipe, there may be an opportunity to publish a new blog post about the best types of cake pans. Or if you publish help guides, like myself, if a customer says they couldn't find the answer to their question in that article, there may be an opportunity to look into questions like the ones that we outlined earlier in our analyze step. What are they trying to achieve? How did they end up on this page? How can I help them to reach their goal?

I hope that you found this helpful and that you're ready to get out there and start harnessing the power of feedback. Thank you so much, Moz fans. We'll see you next time.

Video transcription by Speechpad.com

Harnessing the Power of Feedback — Whiteboard Friday

In this week’s episode of Whiteboard Friday, Mozzer Meghan Pahinui takes you through the process we use to implement customer feedback, in the hopes that you can take it and apply it to your own content creation and maintenance strategies.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hey, Moz fans. Welcome back to another edition of Whiteboard Friday. My name is Meghan, and I'm on the Learning team here at Moz. Today, I'm going to talk to you about harnessing the power of feedback when it comes to content iteration.

So one of the projects that I contribute to in my position here is taking care of our customer help center, which we call the Help Hub. If you're not familiar with the Help Hub, this is where we house all of our how-to guides, tips and tricks, workflows, and troubleshooting guides for the Moz tools. I do encourage you to check it out if you have some time later or if you have questions about the tools.

A key part of maintaining the Help Hub includes gathering, monitoring, and implementing customer feedback, and this is a crucial component for us. Why is that? Well, because we want to be sure that we're providing quality, helpful content to our customers. In addition, this process allows our customers to find answers to their questions quickly and easily at any time. It does take some of the lift of our Help team as well by reducing the number of tickets that they receive asking these very questions. So I'm going to go ahead and take you through the process that we use to implement customer feedback, in hopes that you can take it and apply it to your own content creation and maintenance strategies.

Gather data

So what is the first step? Well, first, we gather data, because we don't know what feedback people have if we don't ask for it, right? So if you are familiar with the Moz Help Hub, you may have seen our surveys that are at the bottom of all of our articles. Here, we ask if the article was helpful, and we do this with a series of emojis that indicate if it met their needs or not. If the customer indicates that it did not, they do have the option to enter a comment letting us know why.

When it comes to gathering data on your own content, you may opt to add a survey like this, or there are plenty of other ways that you can start to gather data to work with. So if you have a social media presence, you can start keeping track of feedback there or ask your followers directly for insight into what they find most helpful and least helpful about your content. Or you can send a survey out via email, ask your customer service team for feedback, look at customer emails and tickets to see what questions the customers may be asking, which you're not currently answering on your site. We do that as well. We work closely with our Help team to ensure that everything that we can answer is answered in the Help Hub.

Analyze

So once you have that data to work with, it's time to analyze it. So we review both vote counts, meaning helpful versus not helpful, as well as comments here at Moz. When comments are left, we look to see if there's an opportunity to implement a change in that guide based on the feedback. Additionally, if we're seeing a trend in votes for a particular page or section, we will take a look at how we can improve or reword, update the content to better serve the customer.

One thing to keep in mind during this step, however, is that not all feedback you receive will be actionable, and that's okay. A few questions that I like to ask myself when looking at feedback for an article are: Was the customer on the right page to find their answer? If not, how did they get to this page? Is there an opportunity to help them find their way to the correct page, whether that's through links or additional resources, etc.? Is there a question that I can answer on this page, or should this question have its own dedicated page? Sometimes we end up writing whole new guides based on feedback that we get from customers. What was the customer trying to achieve? How did this guide fall short in helping them achieve that goal?

Implement change

So now that we've identified areas for improvement, it's time to implement changes to that content. So this may be as simple as adding an FAQ to answer a specific question or as involved as writing a new workflow or troubleshooting guide, as I mentioned previously. Just as an example, some specific things, some specific changes that we implemented based on customer feedback include adding quick links to all of our pages for easier navigation, creating separate pages for each of our keyword metrics, and building out multiple workflows based on questions that customers have asked.

This step in the process may look different depending on the type of content that you create and the type of feedback that you receive. For example, if you primarily work in creating video content and you receive feedback that customers wish the videos had subtitles, you may opt to implement those on past videos as well as any that you release moving forward. However, if you have a blog or a newsletter or some other type of long-form content, it may not make sense to use resources to update older pieces of content. Instead, you may opt to start implementing those changes in your content moving forward. It may be a combination of those. Maybe you have some really popular articles that can be updated from the past and start implementing those changes in your content moving forward.

Track results

So after implementing your changes, you want to be sure to track your results. We track our votes and survey responses regularly to help monitor for update opportunities and to see if the responses have changed for that particular piece of content.

Finally, we start the cycle all over again, gathering more data, analyzing it, implementing changes, and then tracking the results.

Implementing this process here at Moz has allowed us to see a correlation between changes that we've made to the Help Hub content and the number of helpful votes that we receive. We treat this part of our content library as a living document that is always evolving to not only account for tool changes but also to take into account customer feedback. Gathering feedback on your content can help to identify trends in what your customers are engaging with and how you can further improve your offerings moving forward. That's key. You want to always be improving.

It can also help to identify resources that may need updating or ideas for future content. For example, if you have a blog post about how to bake a cake and your readers are commenting that they don't know how to pick the right kind of pan for the recipe, there may be an opportunity to publish a new blog post about the best types of cake pans. Or if you publish help guides, like myself, if a customer says they couldn't find the answer to their question in that article, there may be an opportunity to look into questions like the ones that we outlined earlier in our analyze step. What are they trying to achieve? How did they end up on this page? How can I help them to reach their goal?

I hope that you found this helpful and that you're ready to get out there and start harnessing the power of feedback. Thank you so much, Moz fans. We'll see you next time.

Video transcription by Speechpad.com