B2B Marketing Clinic – Customer-Centric Content Development

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 nolin@brainrider.com

Resources For Better B2B Marketing Evaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist & Enter your company to win a $5,000 Better B2B Marketing Audit Go to Brainrider.com/Nolin For more helpful B2B Marketing content, visit: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: blog.brainrider.com

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

Better content!is not about !you.

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 • Benchmarks plans • How to build Matter Expertise • 101 Education • Product their business roadmaps casePoll #1

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

1. Be Customer-Focused

1. Be Customer-FocusedPoll #2

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 Checklist Repurposed software: What to look for in an MRM Planning Into 6 Light solution 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 downloadPoll #3 wireless mobile technology

Curate & Share 3rd Party Content Deploy and Measure Engagement Extract & Track Monitor & CullPoll #4

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 Site Pages per visit Gated Downloads Identify Better Performing Content For Your ProgramsPoll #5

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

Clinic: Bell ID (bellid.com) - Andre Value prop: Lifecycle management software for smart cards, ID cards, and mobile devices used in transactions and identity verification Target: Financial Institutions, Trusted Service Managers, Mobile Network Operators •  Lots of “About Us” content •  Good start on free & gated expertise- based content under Media section •  Plan, organize and present content by customer need rather than format •  Repurpose heavy white papers into light formats like blog posts & 1-pagers •  Improve SEO hygiene to make content more findable in organic search •  Cross-promote between resources

Clinic: lingoport.com - Spencer Value prop: Help tech companies adapt their software-based products so that they may be more effectively localized for foreign markets Target: Technology companies selling software to a global market •  Rich resource center •  Organize Resources into customer- relevant categories •  Search optimized for keywords, but not customer needs •  Leverage high-yield light content into heavier high-value content formats •  Use conditional field logic to progressively capture additional info •  Cross-promote between resources

Q&AEvaluate your Content, Website, & Programs with our Free Better B2B Marketing Checklist & Enter your company to win a $5,000 Better B2B Marketing Audit Go to Brainrider.com/Nolin For more helpful B2B Marketing content, visit: @Brainrider www.linkedin.com/company/brainrider Resources: brainrider.info Articles: blog.brainrider.com

B2B Marketing Clinic – Customer-Centric Content Development

by Pardot on Jun 05, 2012

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