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Best Practice: Seven Ways to Identify What Articles You Should Write (SAP KC)

Written by Damien Howley
Former Customer Success Expert at MindTouch

As your customers increase adoption of your MindTouch site, it is crucial that you maintain and evolve your knowledge.  Often times it can be challenging to identify which contributions will yield the most value to your customers.  This best practices methodology demonstrates how to create a data-driven process for feeding your MindTouch site with high value content. 

Why should I use analytics to drive my content decisions?

Use MindTouch data to determine where you should invest your time gives you higher content ROI.  Ultimately this means that your content reaches more people, leaves a bigger impression and has more reach.  This drives:

  1. Decrease in support cases
  2. Increase in customer satisfaction
  3. Increase in customer expertise
  4. Increase in customer/vendor alignment

What existing content can I tap into?

Often times our customers are sitting on a treasure chest of untapped content that is readily available and highly valuable.   In this case, we're not referring to user manuals or frequently asked questions, instead we're referring to smaller quantities of content that is frequently used.

Tapping into existing valuable content is easy and rewarding.  Additionally, moving existing business knowledge to MindTouch can drive adoption of your MindTouch site.  Consider the following sources of existing knowledge:

  • Support agent templates
  • Product specification sheets
  • Standard company processes
    • Support process
    • Warranties
    • Returns

Lastly, you also want to look at other sources of your user guides.  The more coverage you have, the more your customers will rely on your MindTouch site.  An increase in knowledge coverage may also correspond with a strategic initiative such as:

  • Launching a new version of your product
  • Offering your product in new languages

Which new articles do I need to create?

The key to identifying new content is to target activity that indicated users were looking for your content but couldn't find it.  These are your customers who need help but aren't able to locate the corresponding material.   This list represents the opportunity to increase your knowledge coverage.

Source Instructions


MindTouch Search Report

  1. search_report_highlighted_missing_term.pngGo to Site Tools > Reports > Search
  2. Set the date range from 1 week to today
  3. Locate any rows that have an empty top clicked result
  4. If you have an article that is related to the search term, create a search recommendation for the unlinked search term
  5. If you do not have an article that is related to the search term, create a new article
    • Tip:  Consider the significance of the search by looking at the Hits column to determine how many users have struggled with this search


Google Searches

  1. Go to Google Webmaster Tools
  2. In the left menu, go to Search Traffic > Search Queries 
  3. Sort the search queries report by Impressions
    • Tip:  Search with high impressions but low CTR are ripe for introducing new content
  4. Create a new article that is associated with the search term
    • Tip:  Consider the significance of the search by looking at the Impressions column to determine how many users have struggled with this search.  


Which articles do I need to update?

The key to identifying which articles need to be updated is to target activity that indicated users found your content but then took an action that indicated they were dissatisfied with it.  This list represents the opportunity cost of having the wrong content.

Source Instructions


Calculate your Content Impact

  1. Go to your Google Analytics property view
  2. Go to Behavior > Site Content > All Pages
  3. Set your Date Range to a descent time period of 6 or 12 months
  4. Change the Show rows to 500 (down at the bottom)
  5. Sort the Bounce Rate column header descending (highest to lowest)
  6. Export the report to Excel (XLSX) and open it with your preferred spreadsheet tool
  7. Add a new column called Content Impact and enter the value as:
  8. Calculate the Content Impact for all rows
  9. Sort the data by Content Impact descending
  10. The articles at the top of this list are performing poorly and should be rewritten or improved

Tip:  Create a column that counts the number of forward slashes (/) in the path and filter out rows with 1 or 2.  This will yield results of knowledge articles, excluding navigation pages. 



High Bounce Rate

The rate represents the percentage of users that depart your MindTouch site from an individual page.  In Google Analytics, each page has a bounce rate and you can get a list of pages with the highest bounce rates.  

Pages with the highest bounce rates are prime candidates for review and repair.  The high bounce rate typically indicates that users are stopping on this page and departing the site.  There are more complex ways to analyze the bounce rate, for instance you may want to only look at the bounce rate for users that had a time-on-page less than one minute.   Either way, a high bounce rate is a strong indicator of bad content. 

  1. Go to your Google Analytics property view
  2. Go to Behavior > Site Content > All Pages
  3. Set your Date Range to a descent time period like 6 or 12 months
  4. Change the Show rows to 500 (down at the bottom)
  5. Click the Advanced link to create an advanced filter
  6. Apply the following filters:


  1. Sort the Bounce Rate column header descending (highest to lowest)
  2. The articles at the top of this list are performing poorly and should be rewritten or improved


Tip:  You may want to adjust the filters (pageviews and Avg. Time on Page) according to your site usage.  


Low Article Ratings

  1. In MindTouch, go to Site Tools > Reports > Community Scoring
  2. Refine your report scope with a Report Search Query



  1. Use the following examples to refine your report scope with a Report Search Query
    • Article Type:   tag:article:howto
    • Author:  author:damienh    (author:username)
    • Path:  path:Documentation/Knowledge*
  2. Click on the Rating column header (click twice to sort descending)
  3. The articles at the top of this list are performing poorly and should be rewritten or improved

How do I get users to tell me what I need to work on?

Analytics provide a great way to observe a macro view of your content performance, however, sometimes all you need to do is reach out to your users to get valuable insight.  Encouraging feedback, providing channels for article suggestions and communicating with your users can often yield information that is otherwise inaccessible through data.  Use the following methodologies to enable user feedback channels. 


Create an article suggestion form with a WebForm

  1. Login to your Account
  2. In the top right corner, click on your username and select Setup
  3. In the left navigation, select Customize > Leads > Web-to-Lead
  4. Click Create Web-to-Lead Form
  5. Select the fields that you want in your form
  6. Enter a Return URL, usually a thank you page
  7. Click Generate
  8. Copy the provided HTML
  9. Go to your MindTouch site and select a page where you want to place your article suggestion form
  10. Click Edit page
  11. Click View > Source
  12. Paste HTML into the source mode
  13. Modify the style (CSS) of your form as you need
  14. Click Save
  15. Add a link to your article suggestion form to your header and other MindTouch pages


Engage your users and elicit feedback through a knowledge newsletter

Sending your users and stakeholders a regular knowledge newsletter keeps people informed, builds relationships and provides an excellent channel for feedback.  Whether you're eliciting feedback from your colleagues or your customers, a knowledge newsletter is an excellent way to drive adoption and increase communication.  Use our Best Practices document to craft the right newsletter for your desired audience: