Developing Customer-Centric              Content:    A Better B2B Marketing ClinicTo make today’s session more practical w...
You Are Here          Better Content is…          • Driven by objectives          • Customer-focused          • Demonstrat...
Better contentis not aboutyou.
Customers Want Content ThatHelps Them Solve Problems…
…Aligned To Their Decision Making    If your               Define The          Evaluate            Negotiate customer want...
Checklist For Better Content       Be Customer-        Focused       Start with        Light Content       Make It     ...
1. Be Customer-Focused
1. Be Customer-Focused
2. Start With Light Content  Light Content• Leverage “as-is”    • Already approved  content             • Lower cost• Repu...
Leverage As-Is Content              Existing              Brochure              4 Pages of              Relevant &        ...
Repurpose Existing Content               Asset/Topic                              Category    Format               SOURCE ...
Curate & Share 3rd Party Content                                   Deploy and Measure Engagement                 Extract &...
3. Make It Findable          Use Keywords In Your Title          Describe why it’s worth          reading          Use ima...
4. Measure What Works   Pageviews         Avg.  Time on SitePages per visit      Gated   Downloads              Identify B...
Content Engagement Techniques                  Proprietary                    Content                   Sales tool        ...
Better Content Clinic             Be Customer-              Focused             Start with Light              Content   ...
Clinic: Atlona.com        Value prop: digital audio & video        connectivity solutions.        Target: Consumer/end-use...
Clinic: outsystems.com          Value prop: Help IT departments deliver          custom applications that their business  ...
Clinic: NTObjectives.com           Value prop: Solve application security           challenges.           Target: IT secur...
Clinic: CLCLodging.com          Value prop: Leverage the purchasing          power of 11 million room nights a year to    ...
Clinic: paymetric.com          Value prop: Eliminate the challenges of          accepting electronic payments in your     ...
Clinic: IVCi.com       Value prop: Help organizations       collaborate more effectively.       Target: --       • Lots of...
Resources For Better B2B Marketing  Go to brainrider.com/nolin for a  Better B2B Marketing Checklist  and enter to win a  ...
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Better B2B Content: Developing Customer-Centric Content Live Web Clinic

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A live walkthrough of 4 Better Practices for creating customer-centric B2B marketing content. Loaded with real-life examples, and reviews of 6 volunteer companies who participated in a live Content Clinic webinar hosted by Pardot on February 23, 2011.

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  • Before I start I want to understand your needs in interests in the room. Who in the room is regularly creating content?Who has enough content to fuel your marketing programs?What are some of the content challenges you are facing?Today’s session takes what we do with clients over a 12 week engagement and distills it into some practical advice for you.To make the session even more practical we will take a look at some real life examples and with you help demonstrate how to get to better content.
  • Let’s define better
  • You are already very good at talking about yourself with credentials, product info, about us.To double check just look at your site navigation. It likely includes “our products”, “our services”, “about us”, “our news”.And customers appreciate it because you are a pretty cute kid.But as we talked about last year at elevate 2010 it is not just about you, it is about what your customers want.Think of the cocktail party guest who only talks about himself. He is never that interesting!
  • Practical content, described in their words, and useful information as they go through the stages in their decision making process.
  • Aligned to the stages in their decision making process from defining the problem or opportunity, to evaluating alternatives, to negotiating and committing to a decision.
  • We have 4 better content practices we want to share today.
  • Being customer-focused takes discipline.We recommend using a simple framework like this one to get there.Who is your target audience?What are their needs & pains?Which needs & pains can you help with?Group into 4-6 categories to organize and guide your contentUse those categories to categorize your resource center and blog
  • Being customer-focused takes discipline.We recommend using a simple framework like this one to get there.Who is your target audience?What are their needs & pains?Which needs & pains can you help with?Group into 4-6 categories to organize and guide your contentUse those categories to categorize your resource center and blog
  • Light content is a terrific way to initially populate a resource center and to keep it fresh.
  • Developed for one purpose –sales collateral – but also valuable in other channels
  • Extract individual topics as separate content assets. More focused content makes it more findable, relevant, and useful.When was the last time your read a 12 page white paper from start to finish. Real customer behaviour skims documents looking for the subject they are interested in.Publish your repurposed content in light formats like posts, checklists, 1-pagers.
  • Curation gives several advantages.Sharing 3rd party heavy content delivers value and often extends a brand halo to your resource center.Light 3rd party content allows you to rapidly test topics and keywords.
  • You have invested in developing your content.Make sure it is easily findable
  • Measure contentfindability and engagement to identify content gaps and opportunities.
  • Be customer focused1. Using customer language to describe your content2. Using customer needs and pains to organize your content3. Don’t only organize by format. Your customer is not looking for a PDF they are looking for the answer to their need-are you using a content strategy-not using customer needs and pains to organize your content see resource categories and blog categories-build category pagesFindable1. Content merchanzing on key pages (home page, resource center home page, blog, and sidebars)2. Titles, descriptions, and For More Information-place links to most valuable resources on home page-make sure your carousel is SEO friendly (not flash)Light formats1. Break up your heavy content to expose valuable single topics-put “as is” content and blog posts into resource centerMeasuring results and planning -aks yourself if you are featuring content that is working
  • Better B2B Content: Developing Customer-Centric Content Live Web Clinic

    1. 1. Developing Customer-Centric Content: A Better B2B Marketing ClinicTo 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 nolin@brainrider.com
    2. 2. You Are Here Better Content is… • Driven by objectives • Customer-focused • Demonstrates subject matter expertise • Supports your programs • Measurable performance
    3. 3. Better contentis not aboutyou.
    4. 4. Customers Want Content ThatHelps Them Solve Problems…
    5. 5. …Aligned To Their Decision 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
    6. 6. Checklist For Better Content  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works
    7. 7. 1. Be Customer-Focused
    8. 8. 1. Be Customer-Focused
    9. 9. 2. Start With Light 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
    10. 10. Leverage As-Is Content Existing Brochure 4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center • Slideshare • LinkedIn
    11. 11. 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 ChecklistRepurposed software: What to look for in an MRM Planning solutionInto 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
    12. 12. Curate & Share 3rd Party Content Deploy and Measure Engagement Extract & TrackMonitor & Cull
    13. 13. 3. Make It Findable 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
    14. 14. 4. Measure What Works Pageviews Avg. Time on SitePages per visit Gated Downloads Identify Better Performing Content For Your Programs
    15. 15. 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)
    16. 16. Better Content Clinic  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. 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
    21. 21. 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
    22. 22. 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
    23. 23. Resources For Better B2B 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

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