Ask me anything on your product knowledgebase and content strategy (for free)


(Vinish Garg) #1

If you own a product (available or pre-launch), let me know if you need my comments on its knowledgebase requirements and/or content strategy. I will share my thoughts, for Free of course. Thanks for Derek for inspiring this idea for me.

I am an experienced content strategist, information architect, business analyst, communicator, and storyteller. I have written on industry best insights and I talked to global leaders in content in a series of conversations for ContentHug. I am making something else now.


(Mateus) #2

Vinish, my doubts are quite simple: how do I start a content strategy?
What should I think about when starting a product knowledge base?
What about style and voice tone? We’re starting our kowledge base and I find it difficult to plan it through.

This is what I’m working on today:
https://moskitcrm.zendesk.com/hc/pt-br

Thanks


(Anant Mendiratta) #3

@vinish_garg

We’re working on a web security startup called Flicat (http://flicat.com)

We’ve developed a one click solution to common web security problems for Wordpress, Drupal, Joomla, Magento and Core PHP websites. Flicat is based on an intelligent script that helps protects these sites against Sql injection, Cross site script, Brute force attacks, Cross site request forgery attacks, Remote code execution attacks, Man in middle attacks, Missing error handling, Broken authentication and session attacks, Direct object reference attacks and helps block bad bots and crawlers.

Apart from protection, we also share comprehensive analytics of the site’s traffic, the source as well as information on attacks blocked by flicat and including the source of such attacks.

We’re targeting small and medium level websites. Not targeting enterprise clients right now as we’re perfecting different layers of our enterprise solution. Our solutions will start at 20$ to about $100 per month depending on website traffic and requests flicat script will handle.

We want to attract big and influential websites and bloggers to use flicat. I’d be curious to understand what kind of content can we write to target this generate interest in the serious topic of web security which doesn’t get overlooked as web security is a complex issue that most people don’t understand much and usually want to read about.

We’re about to launch in April 2016. Just getting ready with our customer facing website. I think your inputs will really help.


(Vinish Garg) #4

Mateus

Content strategy is one of the disciplines of UX. So in true sense, content strategy begins before the product development. Since I see that the service is already available for users, at: http://www.moskitcrm.com/, you need to connect the dots now.

I see that you already have blogs, the website copy, and a video too. For the knowledgebase:

  • Plan a simple terminology/vocabulary to ensure that the KB writers, content marketers (who write blog posts), customer service team, and everybody else, uses a consistent language while talking the product and its features/benefits.

  • Plan what all content types you need as a brand. You have product features (such as at: http://www.moskitcrm.com/funil-vendas/), videos, blog, and News too. (I am not sure whether you need Blog and News both). Remember that the “knowledgebase” is only an extension to all these content types. So, the branding should be consistent. For example see KarmaCRM website at: http://www.karmacrm.com/ and http://support.karmacrm.com/hc/en-us/categories/200023677.

  • For KB structure, open a few points for customer touchpoints. If you see KarmaCRM KB, the footer invites users to know (and register) about events, and connect via twitter. You can also plan sections such as “upcoming features”, “latest updates” and so on.

  • Remember that the purpose of KB is not “to explain how the product works”. The purpose is to “help users find the right information, at the right time, in the right language, on the right device”. So, planning the right information structure (TOC, taxonomy/categories, and articles structure) should be the highest priority while planning the KB.
    – Plan the team for who plans the information architecture (TOC and articles’ structure), who actually writers, who reviews and publishes, and then work on an editorial calendar.
    – For Voice and Tone, work on a style guide. I am sure your copywriter (whoever worked on the website content) drafted a basic style guide. You can refer to it, and update it for content strategy and KB requirements. The basic purpose of “Voice and Tone” guide is to ensure consistent brand positioning by using and avoiding agreed set of words and phrases, by anybody in the organization.

Recommended readings:
Style Guides: https://gathercontent.com/blog/beyond-your-style-guide-intentions
Why Startups Need a Knowledgebase: http://www.vinishgarg.com/2015/08/ebook-why-startups-need-a-knowledgebase/


Introduce yourself! What are you working on these days?
(Vinish Garg) #5

Anant

I saw the landing page. The first step is to identity the right buyer personas. This post may help you: http://contentmarketinginstitute.com/2015/04/content-marketing-personas/. It helps you identify the right audience and their pain points that resonate with your solution/service.

Next, make an inventory for “online resources where people are talking about their security-related issues”. It can be quora, WP forums, Drupal community, and elsewhere. You can also use BuzzSumo or even Mention to find your audience is talking about. Then, write a series of first few posts. Try to address one problem in one post. Remember that content marketing is 20% writing and 80% distribution/promotion. At this stage, you can start contributing by answering their questions (Quora, forums, or anywhere) and give a link back to the relevant blog post that you published.

Make an inventory of Influencers who talk or write in the same industry as of your product. Engage, listen, and thank them if you like their work. After the first stroke of engagement, identify whom you can write to seek advice. This post by Alex shares some useful pointers: https://www.groovehq.com/blog/influencer-outreach-mistakes

The above points were most of the homework. Now comes the content strategy. Make an inventory of what all content types you need. For example, blog posts, industry news (curated), webinars, tutorials, some event sponsorship opportunities, product features, the team, and so on. Do a market research for how your competitors are doing and perform a “Gap Analysis”. Find the differentiators that you can offer “via content” and write/share/promote it to your strength.

When you identify personas and their pain points, and the sources where they are sharing their concerns (Quora and others), they cannot overlook your value proposition if you share it with a purpose, and strongly enough.


(Mateus) #6

Awesome Vinish, thank you very much!


(Vinish Garg) #7

You are welcome, Mateus. See http://www.vinishgarg.com/answers for more directions if you need. :slight_smile: