{"id":11239,"date":"2016-12-07T16:48:40","date_gmt":"2016-12-07T16:48:40","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=11239"},"modified":"2020-07-30T12:59:12","modified_gmt":"2020-07-30T11:59:12","slug":"content-product-development","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/content-product-development\/","title":{"rendered":"What content can learn from product development"},"content":{"rendered":"<p class=\"opening_paragraph\">In software development, shipping a product is<a href=\"https:\/\/www.intercom.com\/blog\/shipping-is-the-beginning\/\" target=\"_blank\" rel=\"noopener noreferrer\"> just the beginning<\/a>.<\/p>\n<p>Only when a product is in the hands of its customers can you can start to learn what really works and what doesn\u2019t. <span style=\"font-weight: 400;\">Shipping early helps the product get better: that ethos of continuous improvement makes it OK \u2014 even laudable \u2014 to release something &#8220;imperfect&#8221;.<\/span><\/p>\n<p>Ideally, shipping the help content that supports a product should work the same way. Written collaboratively and sent out into the world, your customers will let you know whether it\u2019s adequately supporting them\u00a0or not. Then you iterate and improve.<\/p>\n<p class=\"inline-cta-quote\"><a href=\"https:\/\/www.intercom.com\/blog\/educate-scale-customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">To create great help content, your team need the right tools at their disposal. Get a behind the scenes look into how we built our new self-service product, Educate.<\/a><\/p>\n<p>And yet, despite not being hemmed in by the deadlines or inflexibility of print, we rarely follow product principles for help content. Whether consciously or not, we still want content to be perfect the first time around.<\/p>\n<p>Here\u2019s what we\u2019ve observed by writing ourselves and by <a href=\"https:\/\/www.intercom.com\/blog\/articles\">making products for content creation<\/a>:<\/p>\n<ul>\n<li>People wait to write help content until the product\u2019s nearly done<\/li>\n<li>Then they hoard that content and try to publish it all at once<\/li>\n<li>So it takes longer to get real feedback from real people<\/li>\n<li>And after it\u2019s published, it\u2019s rarely updated<\/li>\n<\/ul>\n<p>With perfectionism and delay so deeply ingrained, how can we break free of this cycle? If perfect is the enemy of done (to badly paraphrase Voltaire), first we need to know what &#8220;done&#8221; looks like.<\/p>\n<h2 id=\"how-do-you-know-when-youre-done\">How do you know when you\u2019re done?<\/h2>\n<p>In the days when software was shipped in cardboard boxes, and content was shipped between cardboard covers or on CD-ROM, it was harder to change things after launch. Mistakes could be costly.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/12\/1253700105_c3e26fbf8d_b.jpg\" alt=\"manual\" \/><\/p>\n<p><span style=\"font-size: small;\"><em>Slow to produce and rarely updated, the legacy of printed help content remains to this day. Macintosh User Manual, 1984. <a href=\"https:\/\/www.flickr.com\/photos\/peterme\/1253700105\/in\/photostream\/\">Photo credit: Peter Merholz<\/a><\/em><\/span><\/p>\n<p>That\u2019s why perfectionism is one of the highest virtues in a writer or editor. An inborn ability to pick up on typos, inaccuracies or confusion is what <a href=\"https:\/\/www.intercom.com\/blog\/in-praise-of-editing\/\" target=\"_blank\" rel=\"noopener noreferrer\">great editorial skills<\/a> are made of.<\/p>\n<p>But a piece of writing is never truly perfect and never truly done. The decision to finish it is simply to say that you\u2019re happy for other people to start telling you what\u2019s wrong with it.<\/p>\n<h2 id=\"creating-great-help-content-is-a-design-challenge\">Creating great help content is a design challenge<\/h2>\n<p>Software products are designed and built by teams of people with different skills and points of view. Throughout the design process, we\u2019re constantly getting feedback from each other, giving the product the best chance of success.<\/p>\n<p>By comparison, creating help content can be an under-resourced and solitary task: the word &#8220;writer&#8221; evokes an image of a solitary worker, slaving over every word in a chilly attic. Working alone can make a content creator more personally attached to the results of their work \u2014 as does the fact that their name is stamped on the finished product. All this heightens the fear of not getting it right.<\/p>\n<p>If you do feel this fear or apprehension when you\u2019re writing support content, there are thankfully a few methods to get past it:<\/p>\n<ul>\n<li><strong>Start planning early:<\/strong> your new product or feature is likely trying to solve real user problems. Start with articles about those problems.<\/li>\n<li><strong>Talk to your customers:<\/strong> get insights on the answers they really need first, and focus on those.<\/li>\n<li><strong>Answer one thing at a time:<\/strong> when people visit your Help Center looking for answers, they\u2019re looking for something specific. One article can\u2019t answer all possible questions on a given topic.<\/li>\n<li><strong>Ask for peer input and peer reviews:<\/strong> collaborate with your team just as you would collaborate on any other design problem.<\/li>\n<\/ul>\n<p>And above all, get past the idea that your content will ever be perfect \u2014 or that it should be.<\/p>\n<h2 id=\"what-happens-after-you-ship\">What happens after you ship?<\/h2>\n<p><span style=\"font-weight: 400;\">Once you publish, and you start getting real feedback from real people, it\u00a0can be overwhelming.<\/span><\/p>\n<p>Our new <a href=\"https:\/\/www.intercom.com\/blog\/articles\">Educate product<\/a> changes that,\u00a0<span style=\"font-weight: 400;\">by making feedback manageable and actionable.\u00a0It doesn\u2019t just give you quantitative data: it links each article to real conversations, which means<\/span>:<\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">You can reach out to your readers to solve problems if your content doesn\u2019t help the first time round \u2014 and ask them what\u2019s not working with the article while you\u2019re at it <\/span><\/li>\n<li><span style=\"font-weight: 400;\">You can track conversations started from each article, to see what kinds of questions each one prompts<\/span><\/li>\n<li><span style=\"font-weight: 400;\">You can see which articles people search for that you don\u2019t have, so you can fill in the gaps in your <a href=\"https:\/\/www.intercom.com\/blog\/customer-support-software\/knowledge-base\" target=\"_blank\" rel=\"noopener noreferrer\">knowledge base<\/a><\/span><\/li>\n<\/ul>\n<p>All of this gives you <strong>real, personal, usable feedback<\/strong> on your content, at scale.<\/p>\n<p>And when you have that feedback, it\u2019s easy to use it, to make sure your content does the best job it can.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/articles?utm_source=ii-blog&amp;utm_medium=cta&amp;utm_campaign=201612-help-content-learn&amp;utm_content=footer-graphic\"><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2016\/12\/Educate-Shortcode_2.png\" alt=\"Intercom Articles\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In software development, shipping a product is just the beginning. Only when a product is in the hands of its customers can you can start to learn what really works and what doesn\u2019t. Shipping early helps&hellip;<\/p>\n","protected":false},"author":169,"featured_media":11241,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[3],"tags":[170,10721,2808,484,187],"coauthors":[360],"class_list":["post-11239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-support","tag-content","tag-content-design","tag-help-center","tag-knowledge-base","tag-writing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What content can learn from product development - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Help content can learn much from product development. 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