Here’s @JLLGlenn and @MarketerBlog talking about content governance in the context of a multinational commercial real estate firm.
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5 key principles for writing good micro-content, according to @AlexaKApallas.
1. Give the what
2. Give the why
3. Give clear choices
4. Keep it accurate
5. Keep it pithy
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Every single one of the words in micro-content are critical because there are so few of them and they are likely to all be read, says @AlexaKApallas. So get to the point. And be specific.
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“Micro-content” includes words, design, and interplay between them, according to @AlexaKApallas. Different from “micro-copy”.
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Here’s @AlexaKApallas to talk about microcontent and how it’s used effectively in the context of PayPal and UX.
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4 principles to make microcontent work, according to @Singlesourceror:
1. Focus: content answers a single, discrete question
2. Function: all information has a function
3. Structure: predictable patterns
4. Context:
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But for microcontent to be useful, says @Singlesourceror, it needs to be tagged with metadata. That’s how the content can be made available to a number of services and interfaces.
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Microcontent specifically is about a primary idea or fact. It is discrete. It is not “micro” because it’s small, says @Singlesourceror.
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We’re in an age when content is more complex, and the volume of content is, @Singlesourceror suggests, growing exponentially. But “80% of it is irrelevant or redundant or not visible”.
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Microcontent, as @Singlesourceror thinks of it, is tied to what he thinks of as “content 4.0”, which is about “many to many” communication. About voice, AI, etc.
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Lunch is over. Now it’s time for @Singlesourceror, talking about microcontent.
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Okay, next up at #CSA2019 is actually me.
I’ll be talking about how improving the content for front-line staff improves the customer experience. And saves a company money.
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That research is now being used to dig into content that had lower quality scores, to see how it can be improved, says Lubana.
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In a first benchmarking study—looking at merchants and consumers in the US, UK, and Germany and focusing on core tasks—PayPal content quality scores rated higher than competitors. “But there’s room for improvement,” says Lubana.
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Lubana’s team developed an internal metric based on those attributes, and have been using it to assess content quality.
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Lubana said that they adopted labels and terms that were used by customers.
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Customers said good quality content was:
• clear and easy to understand
• well organized and easy to access
• correct and error free
• personalized to customer needs
• give the information that is needed
• presented in attractive design
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Lubana’s team conducted research with customers, running workshops and a survey in two languages across 8 countries. Determined from this work 6 prioritized quality attributes.
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You CAN define content metrics, says Lubana. The bigger challenge is how you do it, and how you scale, especially when you’re operating in multiple languages.
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Goal is to make content decisions, about terminology for example, based on data coming from customers.
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Lubana leads customer research for #PayPal, and her team is using customer feedback to improve the content being created.
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Time for #PayPal’s Pushpinder Lubana () to tell us how the company is measuring content quality.
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Lyman has discovered that the framework for the automation works regardless of technology. Moving from Google Sheets to MS Excel and One Drive is not a problem. Solution still works.
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Breaking out the as-is process, and working it into a swim lane, and all of that guided the framework for the automated solution. The goal, get the feedback and the metrics where it all needs to be without a human having to do the manual labor.
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So Lyman ends up using three different tools to manage the feedback and the work coming out of that, of which there is now a lot.
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Categorizing the feedback was the first step. But really, the feedback data needed to be analyzed. So another tool was added.
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But feedback alone is meaningless. What, Lyman wondered, would be done with that feedback?
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Lyman needed to get feedback for her tech writing team. They embedded a simple happy/sad response on all the web pages.
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Day 2 at #CSA2019. Here’s Catherine Lyman () talking about how her team automated a process and got some measurement out of it, too.
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There are three new roles that the automated content future requires, suggests @leenjones.
• content designer: define and create
• content analyst: focus on data, testing and learning
• content engineer: models, taxonomies, rules
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