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“How to Develop a Content Strategy that Works”


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Content MArketing World 2011

“How to Develop a Content Strategy that Works”

Jonathan Byerly, Director – Online Content, Dell
Two years ago, Jonathan decided to make content strategy a “personal crusade” at Dell. Now, as Dell’s Director of Online Transformation for Public & Large Enterprise Marketing, Jonathan is putting content strategy front and center in the redesign process.
In this session, Jonathan will go through all the steps that Dell followed in putting together a Web content strategy that works, complete with takeaways and actionable next steps

Published in: Technology, Business
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“How to Develop a Content Strategy that Works”

  1. 1. Content and the Complex Sale#DellCMW<br />Jonathan Byerly<br />Director- Online Content<br />@jonathanatdell<br />
  2. 2. A good idea can completely change things<br />The results<br />Dell is a Fortune 50 company serving consumers and businesses around the world. <br />The idea<br />Let customers have exactly the system they want, without paying the middle-man<br />
  3. 3. Good ideas can change Dell, too<br />Substance<br />How content strategy has changed <br />3<br />Structure<br />Circulation<br />Conversation<br />Governance <br />Delivery <br />
  4. 4. Content strategy is evolving<br />Two years ago: The “root ball”<br /><ul><li>Product centric experience
  5. 5. No consistent architecture
  6. 6. Campaigns and dell-speak in navigation
  7. 7. Multiple destinations for the same topic
  8. 8. Random page connections, lots of orphans
  9. 9. Lots of outdated content
  10. 10. 80-90% of traffic to hardware pages</li></ul>Today: “Industry’s best B2B website”<br /><ul><li>Customer centric experience
  11. 11. Consistent navigational strategy
  12. 12. Flexible information architecture
  13. 13. Navigation & copy based on customers
  14. 14. Consolidated destinations for topic
  15. 15. Fresh content</li></ul>Tomorrow: Bringing the content to you<br />
  16. 16. The challenge: Selling solutions online<br />5<br />I’ll take two virtualizations and a side of cloud, please<br />ORDER HERE<br />
  17. 17. Customer buying process<br />Confidential<br />6<br />4/6/2011<br /><ul><li>The customer purchase process begins long before your product is considered
  18. 18. The solution sale happens offline</li></ul>Pre-Sales<br />Post Sales Evaluation<br />Sales<br />
  19. 19. Substance<br />Words of value and quality, presented for easy consumption<br />7<br />Substance<br />Relevance, Voice, Search-optimized, Purpose-driven<br />Structure<br />Circulation<br />Conversation<br />Governance <br />Delivery <br />
  20. 20. Style and relevance – “Educational marketing”<br />The “Trusted Advisor”<br />Helps clients make better decisions<br />Consultative, personal <br />Provides decision frameworks<br />Is “in the know”<br />Current on market trends<br />Distills important insights<br />Tells it like it is<br />Avoids “sales pitches”<br />Provides relevant information, <br />No geek speak<br />8<br />
  21. 21. Content types vs Customer buying process<br />Confidential<br />9<br />4/6/2011<br /> The subject and type of content needed changes through the buying process<br />Pre-Sales<br />Post Sales Evaluation<br />Sales<br />
  22. 22. <ul><li>We understand your pain
  23. 23. The challenge is common in your industry
  24. 24. Address this challenge with our solution
  25. 25. Our products are designed and built for these solutions</li></ul>Product centric…<br />10<br />to user centric<br /><ul><li>We have high-performance, high-value, reliable products
  26. 26. They are good for these solutions
  27. 27. You need these solutions to address your challenges
  28. 28. These challenges cause you pain
  29. 29. We understand your pain
  30. 30. The challenge is common in your industry
  31. 31. Address this challenge with our solution
  32. 32. Our products are designed and built for these solutions</li></li></ul><li>Technology Resource Center<br />Examples of Purpose Driven Pages<br />Solution Page: How technology can solve a problem<br />Specific pain<br />How technology & capabilities address it<br />Impact of solving the problem<br />Relevant case studies, white papers, and technical documentation<br />11<br />Challenge page: Introduces a major industry challenge<br />Key terms related to industry challenge<br />Highlight categories of related pains<br />Targeted pages optimized for specific pain points related to challenge<br />Groups solutions that address the challenge<br />Strategy Page<br />Clear guidance on how to think about/prepare for using a technology<br />Where to start<br />Trends to watch<br />Major camps of thinking<br />Value Page<br />Simple explanation of how technology works<br />Return on investment<br />Customer Case studies<br />Implementation Page<br />Best practices for implementing technology<br />Technical guides <br />Reference architectures<br />Services<br />
  33. 33. Structure<br />Helping users build a mental map of the content<br />12<br />Substance<br />Circulation<br />Conversation<br />Structure<br />Information architecture<br />“Conceptual architecture”<br />Standard copy architectures<br />Governance <br />Delivery <br />
  34. 34. What is a solution, anyway?<br />13<br />Business Intelligence<br />Support<br />Virtualization<br />Graphic Design<br />Green IT<br />VMWare<br />Academic Reasearch<br />Efficient Enterprise<br />Archiving<br />Encryption<br />Networking<br />Systems Mgmt<br />Security<br />Life Sciences<br />Server Consolidation<br />Oracle<br />Disaster Recovery<br />Database<br />Email<br />IT productivity<br />High Availability Clustering<br />Workstations<br />Power to Do More<br />Storage<br />Healthcare<br />Windows<br />Retail<br />Servers<br />Regulatory Compliance<br />ERP<br />Cloud<br />Outsourcing<br />Storage Area Network<br />iSCSI<br />Converged Infrastructure<br />SQL<br />Law Enforce<br />Application Development<br />Deduplication<br />Consulting<br />SAP<br />
  35. 35. What is a solution, anyway?<br />14<br />Campaigns<br />feature Dell capabilities and expertise in a point-of-view messaging framework <br />Partners<br />provide specialized capabilities<br />Support<br />Needs<br />categorize customer pain points that must be addressed<br />Services<br />perform tasks for a desired outcome<br />Oracle<br />Disaster Recovery<br />Consulting<br />SQL<br />Regulatory Compliance<br />Outsourcing<br />SAP<br />Green IT<br />Security<br />VMware<br />Application Development<br />IT productivity<br />Windows<br />Solutions <br />Solve problems with Dell services and technology<br />High Availability Clustering<br />Business Intelligence<br />Efficient Enterprise<br />Archiving<br />Graphic Design<br />Deduplication<br />ERP<br />Server Consolidation<br />Encryption<br />Technologies<br />provide the tools <br />to solve problems<br />Industry Verticals<br />have distinct needs and vocabularies<br />Systems Mgmt<br />Workstations<br />Healthcare<br />Converged Infrastructure<br />Storage<br />Retail<br />Servers<br />Power to do More<br />Academic Research<br />Storage Area Network<br />Database<br />Cloud<br />Life Sciences<br />iSCSI<br />Email<br />Law Enforce<br />Networking<br />Virtualization<br />
  36. 36. New learn architecture <br />Flexible campaign layer presents solutions content in context & structure of campaign messaging<br />Solutions Experience provides multiple paths to showcase solutions, leading to consistently organized technology & industry resource centers <br />Purchase path features relevant solutions content on every product page<br />15<br />Solutions<br />By Tech<br />By Partner<br />By Service<br />By Need<br />By Industry<br />Systems<br />Technologies<br />Product Details<br />Campaign<br />Industries<br />Configurators<br />
  37. 37. Personae: Speaking to different users on the same topic<br />Business decision maker:<br />“What is this and why should I care?“<br />“Let’s talk dollars and cents”<br />“Solve my problem”<br />IT decision maker<br />“Why is Dell so smart?”<br />“How can Dell make me smarter?”<br />“Let’s talk technology trends and long term strategy”<br />Key Evaluator / Project lead<br />“Am I going to work 80 hour weeks on this project?”<br />“I know how to solve this problem, if only my boss would listen”<br />“Let’s geek out on technology, performance and architecture”<br />IT operator<br />“How do I use this stuff every day”<br />“I’ve become an expert with your competitor, why change now?”<br />“I want to get ‘into the weeds’ to understand”<br />16<br />
  38. 38. Technology “Blueprint” standardizes learn experience<br />17<br />Consistent table of contents modularizes message, creates predictable role-based structure for end users, and a content coverage guide for marketers<br />Messaging on these category pages defines Dell’s position on, and provides standard vocabulary for the technology<br />Documents (leaf level, white papers, brochures, videos, etc) is organized and maintained created to support these categories, using the current language on the pages<br />Content “pool”<br />
  39. 39. One storytelling architecture for all technologies<br />18<br />Blade Solutions<br />Cloud Computing<br />Collaboration<br />Converged Infrastructure<br />Database<br />Desktop Computing<br />Exchange<br />High-Performance Computing<br />Linux<br />Mobile Computing<br />Networking<br />Power & Cooling<br />Storage<br />Systems Management<br />Unified Communication<br />Virtualization - Client<br />Virtualization - Server<br />Windows Server 2008<br />Workstations<br />
  40. 40. Governance<br />Substance<br />Keeping the strategy consistently implemented<br />19<br />Structure<br />Circulation<br />Conversation<br />Governance <br />Control Process, Planning, optimization<br />Delivery <br />
  41. 41. The key to success:Balance Grassroots and executive mandates<br />Executive Mandate<br />Policy<br />Simplicity<br />Enforceability<br />Broad communication<br />Use executive mandate to<br />Force collaboration<br />Define clear roles <br />Control voice & vocabulary<br />Use grass roots approach to <br />Develop & champion new approaches <br />apply strategy on per-project basis.<br />Training<br />Momentum<br />Voice & vocabulary<br />Tactical consistency<br />Shared <br />Vision<br />Role Definition<br />KPIs<br />Evangelism<br />Persistence<br />Proof of <br />concept<br />“Internal <br />Outsourcing”<br />Education<br />Interpretation<br />Research<br />Subject-matter expertise<br />Grass Roots<br />20<br />
  42. 42. Messages for the messaging team:We don’t do messaging; you don’t do online<br />Messaging is not the same thing as web copy<br />Brief us!<br />You will be edited!<br />Message architecture is not the same thing as information architecture<br />We love your message, but it does not define the site structure<br />Using new terms for old things may be exciting marketing, but it sucks for search<br />I know our name symbolizes our differentiated approach, but does anyone else know that?<br />21<br />
  43. 43. Internal Outsourcing: The agency concept<br />Digital Librarian posts all documents to<br />Writes short and long descriptions<br />Applies all necessary metadata tags<br />Pushes documents through workflow to publish<br />Chief consultant on site map for paid search programs<br />Provides Tag requirements and queries for data driven pages<br />The writer creates the web copy<br />Search optimized<br />Written for the web<br />WE DON’T DO MESSAGING<br />Creative Design<br />Creates all graphics and merchandising pieces<br />22<br />
  44. 44. Metrics to Optimize the experience<br />23<br />Constant monitoring of sites within for lead gen effectiveness<br />Total unique visitors (bubble size)<br />Site conversion (vertical axis)<br />Form conversion (horizontal axis)<br />
  45. 45. OK, we have a website.Now what?<br />24<br />
  46. 46. Different channels for each stage in the funnel<br />Static<br />Real time<br />1: .<br />1:1<br />8<br />Scale<br />Interaction<br />
  47. 47. The content circulation matrix<br />A customer can enter your funnel at any stage in their decision process<br />The earlier they do, the higher your margins<br />
  48. 48. Define goals for each cell in the matrix <br /><br />Solutions<br />Systems<br />Technologies<br />Capabilities<br />Needs<br />Verticals<br />Marketing Automation<br />
  49. 49. Expand your content beyond your site<br />Drive MindShare in PreSales Phase<br /><ul><li>Targeted listening
  50. 50. Respond to market events
  51. 51. Tie current news to your product set
  52. 52. Presence on 3rd party sites
  53. 53. StumbleUpon, Viral content
  54. 54. Increase search focus on pain points</li></ul>Increase Awareness in Sales Phase <br /><ul><li>Search Engine Optimization
  55. 55. Corporate Twitter Accounts
  56. 56. Blogging
  57. 57. Presence on Networking sites (LinkedIn, Facebook)
  58. 58. Targeted Decision-Maker communities</li></ul>Increase content and engagement in post-sale phase<br /><ul><li>User communities
  59. 59. Technical support forums</li></ul><br />Solutions<br />Systems<br />Technologies<br />Capabilities<br />Needs<br />Verticals<br />Marketing Automation<br />Scale Engagement in Sales Phase <br /><ul><li>Authenticated Environments
  60. 60. Protected forums</li></li></ul><li>Circulation<br />Creating a content ecosystem to extend your marketing funnel across the web<br />29<br />Substance<br />Structure<br />Circulation<br />Influencer ID<br />Channel mix<br />Distribution model<br />Conversation<br />Governance <br />Delivery <br />
  61. 61. Market content drives awareness & mindshare of Dell’s innovative solutions capabilities<br />Showcase expertise<br />Cover the right areas<br />Be results-oriented<br />Industry and technology news, including competitive response<br />Market events with a Dell PoV<br />Participation in high-visibility conversations<br />Provide deeper insights related to dell activities, beyond PR team’s capacity<br />Search Optimized<br />Heavily hyperlinked<br />Higher visibility than the competition<br />Solutions & Services portfolio tied to customer and industry needs<br />Thought leadership from Dell<br />Partners that provide valuable content<br />Expert opinions<br />Competitive differentiation<br />Peer recommendations<br />Case studies<br />30<br />
  62. 62. Identify and target key influencers to ensure that our presence is impactful...<br />31<br />
  63. 63. Delivery Playbook<br />Balance of content types over time<br />TL<br />Editorials<br />Comments<br />Mix across social sites according to priority<br />Create variety of assets to keep Dell posts fresh<br />Listening<br />Marketing interface<br />Prioritize <br />Sync with production team on expert usage<br />Share relevant articles among team<br />Identify experts<br />Internal<br />3rdparty<br />Perform content curation<br />RSS<br />Industry sites<br />Social listening tools<br />Core team/ Network<br />On<br />Off of<br />Writing<br />Editorials<br />Blog Posts<br />Tweets<br />Video scripts<br />Review<br />Editing<br />Approval<br />Alignment<br />32<br />
  64. 64. Balance of proactive and reactive, thought leadership and conversation<br />Thought Leadership<br /><ul><li>Journalism team + Dell SMEs
  65. 65. Editorial reactions to market and technology news
  66. 66. Select responses to specific viral topics
  67. 67. Dell POV on issues
  68. 68. Dell SMEs
  69. 69. Dell leadership
  70. 70. Dell thinking on trends, new developments, or industry impacting events
  71. 71. Interviews</li></ul>Proactive<br />Major themes/ beats<br />Reactive<br />Market news<br /><ul><li>Journalism team
  72. 72. Quick reactions to market and technology news
  73. 73. Dell POV
  74. 74. Mix of responses and dell promotion/linking
  75. 75. Journalism Team
  76. 76. Recycled content
  77. 77. Curated content
  78. 78. “First to publish” strategy demonstrates leadership
  79. 79. Drive traffic through links back to</li></ul>Casual conversation<br />33<br />
  80. 80. Leverage multiple delivery models to balance value & scale<br />Highly portable, viral potential<br />Increase scale by re-purposing original Dell content<br />High<br />Enter the discussion when Dell is not the focus<br />Original<br />Aggregated<br />Topical, related, linkable to dell <br />Recycled<br />Value portability<br />Editorial<br />Limited portability<br />Curated<br />Low<br />Production Scalability<br />High<br />Low<br /><br />Content source<br />Dell<br />3rd party<br />34<br />
  81. 81. Addressing the pre-sales phase off of<br />Stumble upon, G+, Like, share<br /><ul><li>Design content to go viral
  82. 82. post story on third party site
  83. 83. Story has links to other dell content
  84. 84. by-line refers reader to writer’s site
  85. 85. Writer’s site aggregates their blogs and tweets from multiple locations is “Sponsored by Dell”
  86. 86. tweet in personal Dell account
  87. 87. Re-tweeted in Dell Enterprise twitter
  88. 88. Writer also tweets about content and provides curated 3rd party content</li></ul>Third party business forum or blog<br />YouTube<br />Slideshare<br />Market Response Twitter<br />DellEnterprise Twitter<br />Enterprise efficiency<br />Dell SME site<br /><br />Solutions<br />Systems<br />Technologies<br />Capabilities<br />Needs<br />Verticals<br />
  89. 89. KPIs to measure impact of circulation strategy<br />36<br />Goal: Decision maker mindshare of Dell as innovative solutions provider<br />Mindshare: Strong presence in all channels<br />Relevance: A clear message that resonates<br />Action: Provide a clear path to next step<br />C<br />A<br />C<br />
  90. 90. Conversation<br />Content in real-time<br />37<br />Substance<br />Structure<br />Circulation<br />Conversation<br />Expertise<br />Strategic Actions<br />Individual brand<br />Governance <br />Delivery <br />
  91. 91. Listening to the marketplace<br />Monitors and routes over 22,000 online mentions of Dell every day<br /><ul><li>Conversations analyzed by topic, sentiment, share of voice, geography.
  92. 92. Information routed to the right people - wherever they are in Dell- for response, insight, or action.</li></li></ul><li>IT Operator community:<br />39<br /><ul><li>Heavy participation from Dell SMEs in PG and consulting teams
  93. 93. Guided community activities
  94. 94. Challenges aligned to key Dell PoV’s
  95. 95. Internal editorial calendar
  96. 96. Reward with points and recognition
  97. 97. Badging system
  98. 98. Strong Twitter presence</li></ul>Proactive Engagement<br />User<br />Generated<br />Content<br />Reputation Management<br />
  99. 99. Engaging in the post-sale phase<br /><ul><li> team moderates technical community forums
  100. 100. Weekly technical chats with SMEs
  101. 101. Posts regular blogs on Inside Enterprise IT
  102. 102. Maintains massive interactive twitter following
  103. 103. Feeds content via RSS to LinkedIn group
  104. 104. Participates in third party forums</li></ul>Third party tech forum<br />Linked in grp<br />TechCenter Twitter<br />USER COMMUNITY<br />Inside Enterprise IT<br /><br />Solutions<br />Systems<br />Technologies<br />Capabilities<br />Needs<br />Verticals<br />Marketing Automation<br />
  105. 105. Decision-maker community: Enterprise Efficiency<br />41<br />Confidential<br />community of business technology leaders and executive decision makers—including CIOs, analysts, consultants, and other IT-involved professionals—<br />to share ideas, insights, observations, and best practice.<br />Objectives: <br />Grow the community via social sharing, collaboration, promotion, and new engagement opportunities (discussion areas, debates, chats)<br />Drive traffic to<br />Lead Generation<br />Show Dell POV and link back to Dell content to convert to sale or continue learning.<br />Engage / Build trust<br /><br />
  106. 106. Increasing traffic to in the sales phase<br />Google seach optimization<br /><ul><li>IT decision maker community is the hub of sales-phase activity
  107. 107. Weekly radio talks and debates with analysts & thought leaders
  108. 108. Staff of industry writers
  109. 109. Maintains massive interactive twitter following
  110. 110. Feeds content via RSS to LinkedIn and facebook groups
  111. 111. Guest writing on 3rd party forums
  112. 112. Linkbacks to everywhere</li></ul>Third party forum<br />Linked in grp<br />Facebook page<br />DellEnterprise Twitter<br />Enterprise efficiency<br /><br />Solutions<br />Systems<br />Technologies<br />Capabilities<br />Needs<br />Verticals<br />Opportunity: closing the deal<br />
  113. 113. The power of internal social media<br />43<br />Latest internal news posted in ongoing blog/forum<br /><ul><li>ETT content, Sales ops
  114. 114. Sales can comment/ question directly inline</li></ul>Internal-only communities directly connect sales with the experts<br />Let sales focus on networking with customers<br />Next step- get customers direct access to internal SMEs in protected forums<br />Internal Storage Thread:<br />Internal CV thread<br />Internal CI thread<br />Subject matter Experts can see topic specific threads across all forums<br /><ul><li>Respond directly
  115. 115. Leverage well received responses in others
  116. 116. Recognize trends in questions, issues</li></ul>Dell Storage forum<br />Dell & Partner SMEs<br />EBC presenters<br />Client virt forum<br />Dell & Partner SMEs<br />EBC presenters<br />Converged Infr. forum<br />Dell & Partner SMEs<br />EBC presenters<br />
  117. 117. The results<br />Industry’s best B2B website<br />Leads are up 100% Y/Y<br />Over half of B2B traffic now goes to Solutions<br />On trajectory to grow 400% by end of year<br /> No one debates content strategy anymore!<br />44<br />Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4<br />
  118. 118. Top Ten Takeaways<br />Inventory your online properties using the content matrix. Do you have the right content in the right places?<br />Engage customers in earliest phases of decision process for largest rewards<br />Provide customers with educational content for each “cell”<br />Invest in your writers’ personal brands. Their reputations build your brand.<br />Tie all of your properties together with KPIs so they function as an ecosystem.<br />Structure content around personae: What do they need, how do they talk?<br />Message architecture is not the same as site architecture, and messaging is not the same as copy<br />The easiest way to win a governance dispute is to do it your self<br />Use a combination of content sources to provide customers with an ongoing stream of content, and use freeware tools to syndicate it<br />The most overlooked link in the content value chain is closing the deal.<br />45<br />
  119. 119. Thank you!<br />46<br />