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

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

You Are Here Better Content is… • Driven by objectives • Customer-focused • Demonstrates subject matter expertise • Supports your programs • Measurable performance

Better contentis not aboutyou.

Customers Want Content ThatHelps Them Solve Problems…

…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

Checklist For Better Content  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works

1. Be Customer-Focused

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

Leverage As-Is Content Existing Brochure 4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center • Slideshare • LinkedIn

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

Curate & Share 3rd Party Content Deploy and Measure Engagement Extract & TrackMonitor & Cull

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

4. Measure What Works Pageviews Avg. Time on SitePages per visit Gated Downloads Identify Better Performing Content For Your Programs

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)

Better Content Clinic  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works

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

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

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

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

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

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

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

by Brainrider Knowledge Marketing Group

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