Developing Customer-Centric Content:    A Better B2B Marketing Clinic To make today’s session more practical we are lookin...
You Are Here          Better Content is…          •  Driven by objectives          •  Customer-focused          •  Demonst...
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 want...
Checklist For Better Content      q  Be Customer-          Focused      q  Start with          Light Content      q  Ma...
1. Be Customer-Focused
1. Be Customer-Focused
2. Start With Light Content  Light Content•  Leverage “as-is”    •  Already approved   content             •  Lower cost• ...
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	                    ...
Better Content Clinic            q  Be Customer-                Focused            q  Start with Light                Co...
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 o...
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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Developing Customer-Centric Content: A Better B2B Marketing Clinic

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Engaging content - the cornerstone of your marketing efforts, right? Whether it's websites, white papers or press releases - you want prospects to find your marketing content findable, relevant, and valuable. Learn how the right content will ultimately result in more leads and more customers by facilitating the buying cycle.

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Developing Customer-Centric Content: A Better B2B Marketing Clinic

  1. 1. 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
  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 content!is not about !you.
  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 • Benchmarks plans • How to build Matter Expertise • 101 Education • Product their business roadmaps case
  6. 6. Checklist For Better Content q  Be Customer- Focused q  Start with Light Content q  Make It Findable q  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 PlanningInto 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 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  addi/onal   profile  info   Medium  Value  Content   Complete  a  short  form   Low  Value  Content     Open  Access  (tracked  if  possible)  
  16. 16. Better Content Clinic q  Be Customer- Focused q  Start with Light Content q  Make It Findable q  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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