Content Strategy for Help and Support Portals
Rajlakshmi D. Borthakur

© 2010 Infosys Technologies Limited
© 2010 Infosys Technologies Limited 1

What are we going to talk about today?

• Part I – Defining Content Strategy

• Part II – Connecting Content Strategy with Technical Communication

• Part III – Associating Content Strategy with Help and Support Portals

• Part IV – Exploring the Four Phases of Content Strategy

• Part V – Reiterating the Main Points


Part I
Defining Content Strategy


“Web content is the meat in the
sandwich, not the icing on the
cake.”Karen Mcgrane

http://interactions.acm.org/content/?p=1370
Image Source: http://www.lifesambrosia.com/2009/04/cajun-chicken-sandwiches-recipe.html

What is Content Strategy?

“Content Strategy is the practice of
planning, for the creation, delivery, and the
governance of useful, usable content.”

Kristina Halverson

Image Source: http://www.bolo2010.com/speakers.html

What is the scope of Content Strategy?

Image Source: http://idratherbewriting.com/wp-content/uploads/2010/10/contentstrategyquestions_big.png


How does Content Strategy make a difference to UXD?

• Content Strategy ensures:

― a meaningful user experience

― better search results

― optimal design

― superior quality of content

― regular and accurate updates

― feedback monitoring

―quick corrective actions


Part II
Connecting Technical Communication with Content Strategy


Is there a relationship between Content Strategy and TCOM?*

*TCOM = Technical Communication
Image Source: http://commons.wikimedia.org/wiki/File:JK-FlipflopComic-Yes.svg

What is the relevance of Content Strategy in TCOM?

• Content Strategy can be applied to the planning and the delivery of technical
information

• Content Strategy can be used to enhance the way users interact with technical
information

• Technical Communication can be regarded as a subset of Content Strategy in the
context of a Help and Support portal

Many Content Strategists have a background in Technical Communication


What are the similarities between Content Strategy and TCOM?

• Both:
– Aim at transmitting accurate, relevant, and meaningful information to users

– Enable users to perform an action or make an appropriate decision

– Involve extensive user research

– Involve a structured approach to creating and managing content

– Demand familiarity with publishing and editorial processes

– Emphasize on standards


What’s the background of Content Strategists?

• Library and information sciences • Journalism

• Computer sciences • Professional editors and
writers
• Creative and performing arts
• Communication

• Technical writing and • Liberal arts
communication
• Management consulting
• Advertising and marketing

• Rhetoric and composition

http://knol.google.com/k/content-strategy#Education_and_Professional_Background


Part III
Associating Content Strategy with Help and Support Portals


“Online, we don’t see or read
about your brand. We use it.”
Kristina Halvorson

Image Source: http://www.busmanagement.com/media/media-news/infographics/brand-value.png

What is a Help and Support portal?

A Help and Support portal enables users of products and services to connect
with product owners and service providers instantly.

Image Source: http://www.apple.com/support/
Image Source: http://support.microsoft.com/


What does a Help and Support Portal contain?

• Comprehensive knowledge base that includes various types of technical
documents

• Interactive features like live chat, support forums, support blogs, “Ask &
Answer” forums, customized alerts, etc

• Downloads, patches, and upgrades

• Support-related news, tips, and tricks


Why is a Help and Support Portal important?

• Provides a firsthand experience of a brand, product, or service

• Enables users to connect with a brand instantly

• Enables organizations to track the popularity of their brands

• Enables organizations to establish brand credibility


How can a Help and Support portal establish brand credibility?

Source:P. Blackshaw, Satisfi ed Customers Tell Three Friends, Angry Customers Tell 3,000 (Doubleday, 2008)

Who are the main stakeholders of a Help and Support portal?

Support Team
Engineering Team

Pushes
information
Stakeholders

Product
Consumes Management Team
information Marketing Team

Technical
Communication Team
User


Part IV
Exploring the Four Phases of Content Strategy


What are the phases involved in Content Strategy?

1 2 3 4

Planning Designing Implementing Enhancing
content content recommendations quality


1 2 3 4
What are the steps involved in planning content?
1. Identify the:

• Main purpose for launching the portal
• Goals that your organization wants to meet
• Gaps and challenges that your organization wants to address
• Approaches that will help you to achieve the above mentioned points

2. Understand the:

• Needs of the users and the stakeholders
• Budget, technology, and resource constraints

3. Create high level action plans

4. Review and update the strategy


Example - What are the steps involved in planning content?

• Main purpose of the portal:
― To enable users to connect with the
brand/product meaningfully

• Identify gaps: • Identify goals:
― Addressing the needs of different types and levels of users ― To respond to support-related queries
― Communicating persuasively with users across geographies timely and efficiently
― Publishing fresh content regularly ― To enhance the quality of technical
― Coordinating between internal stakeholders information


1 2 3 4
What are some of the tools and methods used in planning?

Brainstorming and Discussions
with Stakeholders

Research Data

Understanding of Corporate
Goals, Vision, and Mission


1 2 3 4
What are the steps involved in designing content?

1. Study the:

• High level requirements defined during the planning phase
• Specific content needs of users based on geography, profiles, usage scenarios, and
environments
• New content requirements vis-à-vis existing content

2. Identify the specifics of:

• Enterprise social needs
• Internationalization/localization needs,
• Accessibility needs
• Compliance needs
• Feasibility in terms of technology, content, design, other special needs, and
governance

3. Provide a list of recommended:
• Content
• Features


1 2 3 4
What are the steps involved in designing content? (continued)

4. Determine the high level Information Architecture (IA)

5. Recommend:

• Content Matrix
• To-be processes
• Standards
• Page flows
• Team structure
• Content governance model
• Workflows
• Tone of voice
• Style guidelines
• Tools
• Templates

6. Create samples


Example- What are the steps involved in designing content?

Content
Inventory Survey

Help and Kate
“There are layers upon layers of stuff; things II use daily are mixed in with things that II never use”
“There are layers upon layers of stuff; things use daily are mixed in with things that never use”

5 5

Support Portal 4 4

3 3
Top 3 Activities
2 2

1 1
e ity ss n
d g d ge or
y h
r c ge
s ns g s
ikis gin mail Boo
k
ive t ne io
Age: 29 le io us tiv at
ow ow
le sit ea Pa cat W sa e s Dr Tr duc ive aliz
Job role: Individual Contributor (43%) Kn po t S tal li & es es ed & o ct n
n re ne e n pp gs t M dr ar e Pr t r a rso
Has been with company for 7 years ry gy K e
t ra m &A Blo tan Ad Sh nc At
st dg In art ols de Pe
Believes in self service du nolo wle p o In
s
nfi
In
ch no De o T Co
Shopping with friends, travelling to Te K t
ss
new destinations, movie buff ce
Knowledge Ac Activities Themes

Primary Use Goals Enablers Pain points
•Sharing project documents •Improve communication with •Organized and relevant •Relevant information is NOT available
•Completing time and status reports fellow team members information •Email box is always full with project
•Department / location information •Access to knowledge related to •Better access to training documents
lookup my work tasks materials and internal job postings •Limited or inaccurate departmental /
•Stay current on Organizational •Understanding how my role fits •Shared file space location information
happenings into the organization •Self-service •Company news is not up to date
•Developing my career goals

Information
Architecture Persona

1 2 3 4
What are some of the tools and methods used in designing content?

Templates (user profile, scenarios,
content inventory, content evaluation,
content matrix, processes, etc)

Research Data

IT tools (for card sorting, analytics,
social media, etc)


1 2 3 4
What are the steps involved in implementation?

1. Break down Phase 2 into smaller projects

2. Scope, plan resources, and estimate time

3. Form teams

4. Create recommended artifacts

5. Create recommended content

6. Publish content


Example - What are the steps involved in implementation?

Image Source: http://www.hq.nasa.gov/

1 2 3 4
What are some of the tools and methods used in implementation?

Templates

Style Guides
and Checklists

IT Tools (CMS, image editing, project
management, etc)


1 2 3 4
What are the steps involved in enhancement?

1. Monitor users’ interaction with the portal

2. Gather feedback

3. Take corrective measures

4. Implement changes


Example - What are the steps involved in enhancement?

http://www.kampyle.com/website-feedback-analytics-features#flexible_feedback


1 2 3 4
What are some of the tools and methods used in enhancement?

Frequent study of
Users’ behavior Feedback form

IT tools (analytics, widgets, etc)


Part V
Reiterating the Main Points


What did we learn today?

• Content Strategy is an integral part of the UXD process

• The core of Content Strategy lies in planning for content

• The principles of Content Strategy can be used to enhance the overall quality of
Technical Communication deliverables

• Content Strategy can be considered as an alternate career option by technical
writers


Thank You!

Connect with me:
Linkedin: Raji Borthakur
Email: rajiborthakur@gmail.com


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