Hello and welcome!

I’m Maring. I help companies and customers understand each other.

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Interested in my course, Fundamentals of Support Content?

In partnership with the UX Content Collective, this self-paced course includes advice and guidance that I wish I’d had when I first started working with support content. I can confidently say that there is nothing else like it available. Please feel free to contact me if you have any questions!

Your business changes rapidly to meet the needs of your users. Do your users know that?

Blurry nighttime photo from the sky of Sears/Willis tower in Chicago

Maring Eberlein

As users and customers, we increasingly rely on content to get the most out of the tools we use every day. If something isn’t working, we often do a quick Google search before we even consider contacting support. Who has the time to wait on hold these days?*

When it works well, support content extends beyond the help center into marketing materials, product copy, support templates – anything that supplements someone’s ability to use your product or service.

So as your business grows, that expanding list of FAQs becomes less and less relevant to meeting user needs. And I promise you, it’s even worse for AI tooling, which often learns from whatever support content you have available.

I specialize in building scalable support content strategies. Check out my work to see if I might be the right fit for your needs!

Check out my projects

*I have a lot of theories on how big companies made us this way, but this Salesforce Trailhead on how customer service is changing is much more interesting if you want to learn more about how we got here.

Learn more about my work!

Content touches every part of your organization. Support content is no exception. Through my work, I’ve seen the impact of support content initiatives big and small. Whether it’s a complete overhaul or a more specific project, any effort can make a big impact on someone’s experience with your product.

Support Content Strategy

A successful self-serve support experience requires a combination of people, processes, and tools. From support content style guidelines to workflows that bring the right stakeholders together, we’ll find a strategy to maintain (and even create) your organization’s self-serve efforts.

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Help Center Structures

Even the best content doesn’t do much if users can’t find it. And if the information they do find isn’t helpful – well, that creates its own problems. I mix a few proven methods with some common sense to put content right where users, support teams, and even AI tools will best understand it.

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Support Article Restructure

Many existing articles are almost there. Most organizations have subject matter experts provide great information with the best of intentions, but presentation is just as important as information!

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Support Blurbs and Macros

Don’t let your Help Center outshine your agents! Your company’s voice should remain consistent from articles to tickets, and I have a few tricks up my sleeve for getting every agent on board.

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Have a help center example that could use a second look?

Let me know about it!

I might just review the example in my newsletter, coming soon! Feel free to subscribe using the form at the bottom of this page.

If you like cats and kittens, I also foster with the Anti-Cruelty Society in Chicago!

I’d like to give credit to my first foster (and first foster-fail), Raspberry. Her Instagram, @berrysleepy123, has provided some wonderful visuals for me! @berrysleepy123

Two kittens laying on their sides on a blanket, facing each other and almost cuddling — Raspberry (Berry) – December 2020 – Our first foster (and Foster Fail!)

P of young cat (Sully, medium-hair lilac point) napping on a blanket; his belly is exposed and he stretches his belly with a curve to his backhoto — Sully – July 2023 – Our second foster fail!

Two kittens sleep on a human's lap, one on top of the other — Potter and Fletcher – May 2021

Young, long-haired cat (about 6 months) perches in curled-up pose on the edge of a bed where he's found space in front of various items. His head is completely upright despite his position with his long tail in front and appears to be posing for the camera — Jake (from State Farm) – December 2021

Two kittens sleep side by side, one slightly on top of the other, in a very sweet cuddle — Midnight (now Bronco) and Fluffy – May 2022

A mother cat sleeps with her 3 kittens sleeping around her, all resting their faces around her stomach — Snowball and co – September 2022

3 kitten siblings (about 3 months old) nap in a little pile on top of each other; Sully (medium-hair lilac point) creates one long side of the circle on his side; Boo (short-hair tabby) is in a ball near his feet; Mika (long-hair tabby) is on her back, white belly up and on Sully's face just a bit — Mike, Sully, and Boo – June 2023

Peppa, a small brown tabby cat with huge green eyes, looks just away from the camera like a model posing for a portrait — Peppa – January 2024

Four kittens (about a month old) sleep in a row; one kitten in the middle has stretched out over another — Quinn, Emmy, Shea, and Kit – March 2024

A tiny kitten (about a month old) sleeps on her mother's back; the mother lays calmly and sort of side-eyes the camera with skepticism — Joann and Emmy – March 2024

A tuxedo kitten lays across a pillow, resting but alert; he earned the nickname "lil skunk" due to a mostly black back that has a thin white stripe on his spine — Pepe (or lil Skunk) – June 2024

Boo (brown tabby kitten) is on her back, facing the camera upside down; a human hand scratches her belly, and her back legs are angled toward the camera, showing multicolored toe beans against the white spots on her feet — Boo – May 2023

Snowball, a lean point-colored cat, lays on her back, making biscuits in the air — Snowball – October 2022

White and gray kitten looks up at the camera, showing a small beauty spot near her lip — Flurry (now Carmen) – October 2022

Kitten sleeps in a ball on a backpack — Flake – October 2022

Black/tortie kitten (about 6 weeks old) sits between a human's legs extremely alert- eyes are on the camera, tail is wagging a bit — Emmy – July 2022

Tortie kitten sits atop a scratching post looking directly, curiously at the camera. Her head tilts at an angle, and the photo matches that angle so that her face is centered in the photo with the background at an angle — Quinn – April 2024

Black and white kitten captured mid-zoomies, back arched, hair on end, claws out, and holding a sock toy in his mouth — Pepe (or lil Skunk) – June 2024

Sully licks a wet treat from the package, eyes crossed in focus and/or pleasure — Sully – February 2024

Truly, Anti-Cruelty does some incredible work – not only for the animals they save, but also for pet owners in various Chicago communities. If you’re able, I encourage you to check out their Ways to Give or consider finding a similar shelter in your local community to help some animals and warm your own heart all at once!

Latest Posts

I have a lot of thoughts – check out some of the latest!

First slide, which reads: Clarify your article types and it might change your life (or at least your help center)

Conference talk: Change your life with article types

August 6, 2025
Help Center Content

Presented August 11, 2025 at the Support Driven Expo Whether…

Woman typing on a laptop in background; shaded area to the right includes a graphic of article type labels (Tutorial, How-to, Guide, Resource, FAQ, and News) emerging from a circle

Adapting Diátaxis for better general documentation

September 17, 2024
Help Center Content

When adapted for the needs of a general user audience, Diátaxis can be an extremely useful framework to determine the who, what, when, where, why, and how of support content.

Hello and welcome!

Directed here from a talk?

Interested in my course, Fundamentals of Support Content?

Your business changes rapidly to meet the needs of your users. Do your users know that?