Developing Customer-Centric Content:    A Better B2B Marketing ClinicTo make today’s session more practical we are looking...
You Are        Let’s DefineHere                 Better…          • Driven by objectives          • Customer-focused       ...
Better content is not aboutyou
Customers Want Content That Helps Them Solve Problems
…Aligned To Their Decision Making   If your              Define The          Evaluate            Negotiatecustomerwants to...
Checklist For Better Content       Be Customer-        Focused       Start with        Light Content       Make It     ...
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               & Valuable Subject ...
Repurpose Existing Content                 Asset/Topic                                 Category       Format              ...
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 images an...
4. Measure What Works    Pageviews        Avg. Time on SitePages per visit      Gated   Downloads Identify Better Performi...
Better Content Clinic              Be Customer-               Focused              Start with Light               Conten...
Clinic: Pointclear.com            Navigation by customer need is smart            “developing prospects”            Featur...
GoGrid
Resources For Better B2B Marketing  Go to brainrider.com/elevateto get a free  better B2B marketing checklist and enter  t...
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Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

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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
  • 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.
  • 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.
  • You have invested in developing your content.Make sure it is easily findable
  • 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
  • Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

    1. 1. 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.
    2. 2. You Are Let’s DefineHere Better… • Driven by objectives • Customer-focused • Demonstrating Subject Matter Expertise • Supporting your programs • Measuring performance
    3. 3. Better content is not aboutyou
    4. 4. Customers Want Content That Helps Them Solve Problems
    5. 5. …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
    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. 1. Be Customer-Focused
    9. 9. 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
    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 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
    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 scan-able For More Information 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. Better Content Clinic  Be Customer- Focused  Start with Light Content  Make It Findable  Measure What Works
    16. 16. 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
    17. 17. GoGrid
    18. 18. Resources For Better B2B Marketing Go to brainrider.com/elevateto 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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