Better B2B Content - Pardot Presentation Nov 15

Developing Customer-Centric Content: A Better B2B Marketing ClinicTo make today’s session more practical we are looking for real-life examples from people in this room. If you are interested in participating in the clinic please give us your business card.

You Are Let’s DefineHere Better… • Driven by objectives • Customer-focused • Demonstrating Subject Matter Expertise • Supporting your programs • Measuring performance

Better content is not about you

Customers Want Content That Helps Them Solve Problems

…Aligned To Their Decision Making If your Define The Evaluate Negotiatecustomerwants to: Problem Alternatives & CommitThey 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-useThem By • News & Analyst comparisons studies Sharing coverage Subject • Implementation • ROI/TCO Matter • Benchmarks plans • How to buildExpertise • 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 existing • Less effort 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 Planning 1-page pitfalls operators face planning, tracking, download routing, & dispatching mobile resources Routing, dispatch, & mobile tracking Route Planning Checklist Brochure software: What to look for in an MRM Repurposed solution Into 6 Light Mobile Resource Management: 8 Performance Resource benefits of a comprehensive planning, Management postContent Assets tracking, routing, & dispatching solution SaaS MRM: The Advantages To A Performance Resource Software as a Service Approach for Management post operations & logistics specialists Logistics and supply chain management: Performance Blog post update on mobile technology Management Logistics software: how to integrate the Performance 1-page power of real-time planning and wireless Management download 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 scan-able For More Information Links

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

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

Clinic: Pointclear.com Navigation by customer need is smart “developing prospects” Feature more resources on home page Carousel is flash – no SEO Dedicated resource center Resources organized by format No featured resources on resource center homepage Sidebar offers limited “for more information” featured content Content titles are customer-focused Need keyword-rich descriptions, excerpts & thumbnails Needs 5-10X more content to drive better SEO, showcase subject matter expertise, and maximize opt-in

Resources For Better B2B Marketing Go to brainrider.com/elevate to get a free better B2B marketing checklist and enter to win a full marketing audit For more information: twitter.com/brainrider www.linkedin.com/company/brainrider brainrider.info blog.brainrider.com

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Better B2B Content - Pardot Presentation Nov 15

by BrainRider Knowledge Marketing Group on Nov 15, 2011

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Better B2B Content - Pardot Presentation Nov 15 — Presentation Transcript