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Make (B2B) Content King. Follow the Mantra. Reap the (ROI) Rewards. Content & User Experience as One.

Want B2B Content to Get Maximum ROI?
Conceive of and create content and the user experience as one.
Start content marketing BY design instead of WITH design.
Follow the "Concept. Content. Navigation. Design." mantra and get content that reaps rewards -- for your customer and your bottom line.

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Make (B2B) Content King. Follow the Mantra. Reap the (ROI) Rewards. Content & User Experience as One.

  1. 1. Make (B2B) Content King Follow the Mantra Reap the Rewards. $
  2. 2. Follow this Mantra. Reap the Rewards. Concept. Content. Navigation. Design. Copyright PB Jumpstart 2015 Call 662 988-2166 Begin your content marketing by design instead of with design.
  3. 3. Think of it this way You’re the Fisherman Concept is your plan to catch a pre-determined number of a certain type of fish. Content is the bait you know the fish wants. Navigation is dropping line where the most fish will have the best access to the bait. Design is the perfect lure to attract the the fish to the bait that gets them on the hook. Copyright PB Jumpstart 2015 Call 662 988-2166 Design makes me pretty. Content catches me fish.
  4. 4. Concept is Your Blueprint. If you’re putting up wallpaper before you have a blueprint, you might end up without a front door. Copyright PB Jumpstart 2015 Call 662 988-2166
  5. 5. Concept Defines Purpose. Content has a purpose – for your customers and for you. When content is obstructed by façade or is too hard to get to, purpose will not be realized. Concept determines: – Quantifiable business objective(s) that can be met with content – Who can help meet those objectives, what they want and how they behave – Actions they must take for you to achieve quantifiable goals – How you will measure success for customers and for business Concept defines purpose. Content facilitates purpose. Design sparks interest in the concept. Navigation empowers adoption. Copyright PB Jumpstart 2015 Call 662 988-2166
  6. 6. Copyright PB Jumpstart 2015 Call 662 988-2166 “Successful content marketing will, more than ever, come as a result of conceiving of and creating the content and user experience as one. Gone are the days when web design and content can be effective in silos.” Colin Campbell, “60 Content Predictions for 2015” Content Marketing Institute
  7. 7. Content is the Customer’s Prize. Content gives a specific target audience something they want, in a place, time and manner they want it. • Adds value to your products and services • Evolves your unique narrative • Persuades viewers to take actions that help achieve business goals Copyright PB Jumpstart 2015 Call 662 988-2166
  8. 8. Content Expands Business Objectives Content does more than increase sales Nurtures leads Helps upsell current customers Reinforces your brand positioning Supports customer service Differentiates you from competitors Increases email/newsletter subscriptions Copyright PB Jumpstart 2015 Call 662 988-2166
  9. 9. Navigation is Seductive. Tempt viewers to go where you want them to go and do what you want them to do. Navigation entices viewers to the “prize” and ultimately to a desired action. • Highlights and hyperlinks hot topics • Makes information easy to find • Unfolds your unique narrative Copyright PB Jumpstart 2015 Call 662 988-2166
  10. 10. Navigation determines viewer experience and directly affects outcomes. Unpleasant, frustrating experience for viewers = Unpleasant, frustrating outcomes Easy viewer path to content = Easy path to meeting objectives Copyright PB Jumpstart 2015 Call 662 988-2166 Navigation Powers Results Indulge known customer preferences, personalities and digital habits.
  11. 11. Poor navigation sabotages content when: Link names are too abstract Topics are all about you – not the customer Experience is not intuitive Frustrating rollovers hide pertinent topics No “breadcrumbs” for exploration Excessive pop-ups or new tabs open Clicking just causes confusion Copyright PB Jumpstart 2015 Call 662 988-2166 Navigation is an integral part of “Information Architecture” organically inviting viewers to explore content in a natural flow, unfolding your story and leading them to conclusions or actions that help meet business objectives.
  12. 12. Design is Only a Package. Design is the package that holds the prize. If the package seems like it’s for somebody else or is too pretty or difficult to open, then what’s the point of the prize? When you emphasize the box instead of the gift inside the box : • Viewers miss the messages that help meet business objectives. • You miss the target on your goals. If design obstructs content, design obstructs profits. Copyright PB Jumpstart 2015 Call 662 988-2166
  13. 13. Ways Design Can Obstruct Content • Not the target audiences’ style • Occupies more prime real estate than content • Gives visual “cues” that design trumps content • Load times outweigh user patience • Restricts content’s mobility and flexibility • Makes content too difficult to find/read • Creates a visual monotony Copyright PB Jumpstart 2015 Call 662 988-2166
  14. 14. Design is Submissive. The medium is the message. Presentation determines effectiveness. Design exists to emphasize valuable content. Negative stats like high bounce rates could be a design problem. A/B testing of even barely noticeable changes can significantly improve customer experience and bottom line results. Copyright PB Jumpstart 2015 Call 662 988-2166
  15. 15. Jumpstart Your Content Marketing Engines Follow the Mantra. Copyright PB Jumpstart 2015 Call 662 988-2166 Concept. Content. Navigation. Design.
  16. 16. Follow the Mantra. Reap the Rewards.. • Conform • Control • Test • Chart • Target • Direct • Adapt • Profile • Relate • Inform • Connect • Define • Quantify • Apply • Measure Concept Plan to meet quantifiable business objectives. Content Give customers something they WANT. Design Enhance concept, content and navigation. Navigation Lead customers to a payoff or action. Copyright PB Jumpstart 2015 Call 662 988-2166
  17. 17. COMING SOON! Content Marketing. Sure-Fire Structure. Start with Good Structure. End with Good Results. – What content should always be – What commitments company-wide are needed – When NOT to try content marketing – How content marketing can help expand business goals – Tips on engaging employees in the process Copyright PB Jumpstart 2015 Call 662 988-2166
  18. 18. How We Can Jumpstart Your Content Engines Evaluate Analyze current assets, make recommendations and devise a plan for implementation of incremental changes. Plan Create a comprehensive written content strategy to engage customers, meet goals and get results. Write Create original content for web, social media/blog posts, email newsletters or any form of communication. Transform Re-purpose existing content into blog posts, articles, PPT presentations, white papers, video storyboards, email newsletters. Measure Gather and report detailed analytics of digital behaviors to assess efficiency and effectiveness of content. Recommend changes. Manage Handle social media/email/newsletter functions. Write/post content; monitor comments; report stats: propose adjustments. Call 662 988-2166 or email info@pbjumpstart.com Copyright PB Jumpstart 2015 Call 662 988-2166

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