Transforming your content from flat, hidden documentation into dynamic, searchable content that encourages your customers to self-serve and become experts of your product is made easy with MindTouch, and yet there are few things to keep in mind when creating content for your and your end users' success.
Your content is king
MindTouch helps you excel in three (3) ways by:
- Bringing together silos of information
- Creating faster sales
- Making smarter customers
Previously, you may have had content for your engineering, sales and support departments in different locations. What about your customer-facing documentation? Oh, that's in yet another location. When your documentation is segmented, your communication channels (both internally and externally) are segmented. Bring these silos together inside MindTouch so that everyone is on the same page—literally.
In the past, your support documentation may have been a cost center. But today we know that 72% of prospective customers want to review product documentation in addition to marketing materials. Wouldn't you? Don't you want to see the product in action, and understand how easy it will be to use? With MindTouch, your support center is now a revenue generator, converting prospective buyers into customers—all thanks to an intuitive and user-friendly way to consume help documentation.
Research has shown that customers want to self-serve. When customers can successfully self-serve, it directly empowers them, helping to turn them into brand advocates and product experts. With MindTouch, your documentation serves as a direct reflection of your brand. Now you're making smarter customers.
"OK, you've sold me, but how do I actually create the right type of content?" Bite-size chunks, my friend.
Your customers don't want to read a long manual about analog synthesis as it pertains to our ever-changing digital world. They want to get help with your product. The key here is to take the longer articles that you've created in the past, and break them up into smaller, individual articles within MindTouch. We commonly refer to this as "microcontent."
Why is this important?
Do you currently have long pages full of content that exhaustively detail every inch of your product? You're doing it wrong. Research has shown that breaking your help documentation into microcontent benefits both your customer and your organization.
With quick, easy-to-consume microcontent, your customers can self-serve and get on with their life—not read an entire manual front-to-back. As an account manager or marketing expert, you can then track just what features your customer is interested in, and how far they've read into the help documentation. Now you have full insight into potential account verticals, upsale opportunities and how much effort your customer is putting into your product.
As you read the next section around content structure, you'll get a better sense of how to create a user-friendly hierarchy of content that is easy to navigate. As you create your content structure in MindTouch, consider breaking up the longer content into more bite-sized, consumable content.
Forget the flat structure
Product documentation of the past relied on a flat structure of articles, usually in the form of an FAQ and quick how-to articles. That's like using the index of a book to understand which pages to read.
It's great in theory, but that's not how humans learn. Humans understand through analysis, application and stories. When structuring content in MindTouch, you want to tell a story. Whether your end user is a prospective buyer or an existing customer, you'll want to present the documentation that is most important for their specific point in their product journey.
In the next section, we'll show you how to create a rich content structure that promotes users to keep reading, and truly understand your product.
Go here next!