Better B2B Content: Developing Customer-Centric Content Live Web Clinic

Better B2B Content: Developing Customer-Centric Content Live Web Clinic

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  Developing Customer-Centric Content: A Better B2B Marketing Clinic To make today’s session more practical we are looking at real-life examples from people in this session. If you are interested in participating in the next clinic or having an offline conversation about your content, contact me at [email protected]
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  You Are Here Better Content is… • Driven by objectives • Customer-focused • Demonstrates subject matter expertise • Supports your programs • Measurable performance
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  Better content is notabout you.
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  Customers Want ContentThat Helps Them Solve Problems…
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  …Aligned To TheirDecision Making If your Define The Evaluate Negotiate customer wants to: Problem Alternatives & Commit They are Education Solution Credentials & looking & Thought & Product Decision for: Leadership Suitability Support • Need & Gap • How to buy Connect • Trends & Assessments • Credentials With Statistics • Solution • Real case-use Them By • News & Analyst comparisons studies Sharing coverage Subject • Implementation • ROI/TCO Matter • Benchmarks plans • How to build Expertise • 101 Education • Product their business roadmaps case
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  Checklist For BetterContent  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works
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  1. Be Customer-Focused
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  1. Be Customer-Focused
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  2. Start WithLight Content Light Content • Leverage “as-is” • Already approved content • Lower cost • Repurpose • Less effort existing content • Faster to produce • Use light formats • More to measure • Curate and share 3rd party content
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  Leverage As-Is Content Existing Brochure 4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center • Slideshare • LinkedIn
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  Repurpose Existing Content Asset/Topic Category Format SOURCE ASSET: Mobile Resource Management Solutions: DS_MRM_SolutionsBro_FINAL.pdf Managing mobile resources (MRM): 5 Route 1-page pitfalls operators face planning, Planning download tracking, routing, & dispatching mobile Brochure resources Routing, dispatch, & mobile tracking Route Checklist Repurposed software: What to look for in an MRM Planning solution Into 6 Light Mobile Resource Management: 8 Performance Resource Content benefits of a comprehensive planning, Management post tracking, routing, & dispatching Assets solution SaaS MRM: The Advantages To A Performance Resource Software as a Service Approach for Management post operations & logistics specialists Logistics and supply chain Performance Blog post management: update on mobile Management technology Logistics software: how to integrate the Performance 1-page power of real-time planning and Management download wireless mobile technology
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  Curate & Share3rd Party Content Deploy and Measure Engagement Extract & Track Monitor & Cull
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  3. Make ItFindable Use Keywords In Your Title Describe why it’s worth reading Use images and graphics for key concepts Headers & lists make your copy easy to scan “What Next” CYOA Links
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  4. Measure WhatWorks Pageviews Avg. Time on Site Pages per visit Gated Downloads Identify Better Performing Content For Your Programs
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  Content Engagement Techniques Proprietary Content Sales tool High Value Content Ask for additional profile info Medium Value Content Complete a short form Low Value Content Open Access (tracked if possible)
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  Better Content Clinic  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works
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  Clinic: Atlona.com Value prop: digital audio & video connectivity solutions. Target: Consumer/end-user, professional installers, and commercial solutions • Lots of “About Us” content • Good Support, Product Help, and Case Study content • Develop more expertise-based resources for each audience • Centralize and share content assets throughout the site & social media • Host downloadable files as Content on Pardot so you can track engagement • Gate higher value resources behind individual forms to capture depth of engagement & progressively capture info • Cross-promote between resources
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  Clinic: outsystems.com Value prop: Help IT departments deliver custom applications that their business users need. Target: IT managers CIOs, Application Managers. • Rich resource center, but hidden • Organize Resources into customer- relevant categories • Repurpose heavy content into light assets • Host downloadable files as Content on Pardot so you can track engagement • Gate higher value resources behind individual forms to capture depth of engagement & progressively capture info • Cross-promote between resources
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  Clinic: NTObjectives.com Value prop: Solve application security challenges. Target: IT security professionals (software, SaaS and services) • Rich resource center (research) & blog • Great content sharing via social media • Blog should be integrated into site for SEO and cross-linking • Organize Resources and blog posts into customer-relevant categories • Host downloadable files as Content on Pardot so you can track engagement • Gate higher value resources behind individual forms to capture depth of engagement & progressively capture info • Cross-promote between resources
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  Clinic: CLCLodging.com Value prop: Leverage the purchasing power of 11 million room nights a year to bring low rates to companies of all sizes. Target: President, CFO, Travel Planners & Ops Managers, Purchasing & Supply Managers, Independent Travelers and Owner-Operators • All top level content is “About You” • Good collection of case studies, could be more customer needs oriented • Would like to see more needs-based content (efficiency, service levels, etc.) • Host downloadable files as Content on Pardot so you can track engagement • Gate higher value resources behind individual forms to capture depth of engagement & progressively capture info • Cross-promote between resources
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  Clinic: paymetric.com Value prop: Eliminate the challenges of accepting electronic payments in your enterprise systems and applications. Target: -- • Rich resource center • Great merchandising of resources throughout site – homepage, sidebars • Forms are intimidating – collect data more gradually if possible • Re-purpose heavy content assets into light, easy-to-find formats • Organize Resources and blog posts into customer-relevant categories • Host downloadable files as Content on Pardot so you can track engagement • Cross-promote between resources
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  Clinic: IVCi.com Value prop: Help organizations collaborate more effectively. Target: -- • Lots of great customer-centric blog posts, videos,curated 3rd party content • Good job sharing on social media • Needs-based content disconnected from main website – negative impact on findability & decentralized web presence • Look for hot topics in your light content as opportunities to create higher value, heavier content assets • Organize Resources and blog posts into customer-relevant categories • Host downloadable files as Content on Pardot so you can track engagement
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  Resources For BetterB2B Marketing Go to brainrider.com/nolin for a Better B2B Marketing Checklist and enter to win a Better B2B Marketing Audit For more information: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: blog.brainrider.com