How to Develop Customer-Centric Content

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Scott Armstrong's presentation slides from #Kitchener-Waterloo B2B Marketers Meetup I on How to Develop Customer-Centric Content.
To watch the video of the presentation, please visit blog.brainrider.com

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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
  • We have 4 better content practices we want to share today.
  • 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.
  • 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.
  • We have 4 better content practices we want to share today.
  • You have invested in developing your content.Make sure it is easily findable
  • 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
  • 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
  • How to Develop Customer-Centric Content

    1. 1. Developing Customer-Centric Content: A Better B2B Marketing Clinic June 19, 2012
    2. 2. Better Content is…• Driven by objectives• Customer-focused• Demonstrates subject matter expertise• Supports your programs• Easy to publish & share• Measurable performance (Your Customer is here)
    3. 3. Better contentis not aboutyou.
    4. 4. Customers Want Content ThatHelps Them Solve Problems…
    5. 5. …Aligned To Their Decision MakingWhen your Define The Evaluate Negotiate customer wants to: Problem Alternatives & Commit Education Solution They are Credentials &looking for: & Thought & Product Decision Support Leadership Suitability • Trends & Statistics • Need & Gap • How to buy Connect • News & Analyst Assessments • CredentialsWith Them coverage • Solution • Real case-use studiesBy Sharing • Benchmarks comparisons • ROI/TCO Subject • 101 Education • Implementation • How to build their Matter plans business case Expertise • Product roadmaps
    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. Customer-Focused Execution
    9. 9. Checklist For Better Content ✔  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works
    10. 10. Start With Light Content How? Why?• Publish “as-is” • Already approved content elsewhere • Lower cost• Repurpose • Less effort existing content • Faster to produce into light formats • More to measure• Curate and share • Learn where to invest 3rd party content in heavy content
    11. 11. Publish As-Is Content Elsewhere Existing Brochure 4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center • Slideshare • LinkedIn
    12. 12. 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 solution PlanningInto 6 Light Mobile Resource Management: 8 Performance Resource benefits of a comprehensive planning, Management post Content tracking, routing, & dispatching solution Assets 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
    13. 13. Repurpose Existing Content
    14. 14. Curate & Share 3rd Party Content Deploy and Measure Engagement Extract & TrackMonitor & Cull
    15. 15. Checklist For Better Content ✔  Be Customer- Focused ✔  Start with Light Content  Make It Findable  Measure What Works
    16. 16. Optimize for Human AND Machine 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
    17. 17. Better Content Clinic ✔  Be Customer- Focused ✔  Start with Light Content ✔  Make It Findable  Measure What Works
    18. 18. Measure Content Engagement Pageviews Avg. Time on SitePages per visit Gated Downloads Identify Better Performing Content For Your Programs
    19. 19. Better Content Clinic ✔  Be Customer- Focused ✔  Start with Light Content ✔  Make It Findable ✔  Measure What Works
    20. 20. Resources For Better B2B Marketing For more information: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: blog.brainrider.com

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