Learn about a quantitative maturity model for technical documentation. Use metrics to systematically connect content production to company-wide organizational value. Benefits include better customer experience, cross-departmental strategy, and content ROI that proves the value of a mature content experience.
In this session attendees will learn:
--The minimum metrics you should be measuring on your content
--The difference between leading and lagging indicators
--How to make an executive-level business case for content production
--How to link tech docs to marketing and sales automation
--How to merge traditional tech pubs documentation with more fluid support content
--Why content metrics will help you level up
7. # LavaCon #ContentMetrics
Conversions
Micro Conversion
Move towards macro conversion
Macro Conversion
Tied to business objective
Example Micro Conversion Macro Conversion
Ecommerce Subscribe to newsletter Purchase
Content Publisher Click into content Share content
Support site Rate an article Complete guided help
9. # LavaCon #ContentMetrics
Leading & Lagging Metrics
Leading
Input oriented
Hard to measure, easy
to influence
Insight into the future
Actionable to influence
Lagging
Output oriented
Easy to measure, hard to
influence
Quantify current condition
Confirm a pattern
10. # LavaCon #ContentMetrics
Leading & Lagging Metrics
Item Leading Indicators Lagging Indicators
Product
development
--% team availability
--Velocity
--# outstanding bugs
Milestones achieved
Knowledge Base --Articles created/modified
--Time to publish
CSAT, customer loyalty
Content
experience
--# targeted content
deliveries
Upsell, expansion
11. 1. Accept the challenge (this is hard!)
2. Tackle one mission at a time
3. Act like a 3 year old … why, why, WHY?
Game Rules
# LavaCon #ContentMetrics
14. # LavaCon #ContentMetrics
Value
Strategic Decisions
BASELINE
✔ Identify conversions
✔ Current content inventory
✔ Ensure tracking is enabled
✔ VIP content that is NOT
measurable (yet)
16. # LavaCon #ContentMetrics
Who Can Help?
Sales Align the documentation to sales goals
Marketing Align the documentation to the brand
Explain how the documentation can
drive customer engagement
Customer
Success
Explain how this will help them with
customer engagement and retention
19. # LavaCon #ContentMetrics
To Do: FOCUS
● Areas of friction (high customer effort)
● Content placement opportunities
○ High value touchpoints -OR- Easiest to tackle
● Customer Success Paths (not only conversion-based)
22. # LavaCon #ContentMetrics
Leading Metrics Example
1. Look at new users and new IPs (unauthenticated users)
2. Track which content gets the most page views and time on page
3. Correlate those metrics to determine training curriculum priorities
4. Tie the users taking training to cross-sell and upsell opportunities
# customers signed up for training = leading metric;
renewal = lagging metric
A company using these metrics determined that users who engage with
training have an 80% higher renewal rate