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Content Strategy
For B-to-B Web Site Transformation
Phyllis Davidson
Research Director
@PhyllisMusings
BMANORCAL
September...
© 2015 SiriusDecisions. All Rights Reserved 2
Why Cat Videos Keep Me Up at Night
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 3
Why Your Web Site Is So Important
Web content strategy be...
© 2015 SiriusDecisions. All Rights Reserved 4
Web Site
Email
SEO
Social Media
SEM
Analyst
Relations
Public
Relations
Event...
© 2015 SiriusDecisions. All Rights Reserved 5
Common B-to-B Web Site Challenges
• Key issues
• Many Web sites are virtual ...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 6
Goals of Web Content Strategy
The goal of Web content str...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 7
Web Content Strategy Dependencies
Web content strategy is...
© 2015 SiriusDecisions. All Rights Reserved 8
The Wide Spectrum of Web Strategy Expertise
Content
Planning/
Guidelines
Aud...
© 2015 SiriusDecisions. All Rights Reserved 9
Crossing the Divide
Working with your Content
Colleagues
© 2015 SiriusDecisions. All Rights Reserved 10
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
The 8 El...
© 2015 SiriusDecisions. All Rights Reserved 11
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Audience...
© 2015 SiriusDecisions. All Rights Reserved 12
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Audience...
© 2015 SiriusDecisions. All Rights Reserved 13
The Web-Specific Value of Audience-Centricity
Organizations that have adopt...
© 2015 SiriusDecisions. All Rights Reserved 14
Audience Framework Template
Master
Brand
Sub-brand
Offering
Industry
Indust...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 15
• 
The SiriusDecisions Persona Framework
Align the organ...
© 2015 SiriusDecisions. All Rights Reserved 16
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Messagin...
© 2015 SiriusDecisions. All Rights Reserved 17
The ROI of Audience-Centric Messaging
“Best-practice demand creation strate...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 18
Corporate Message Mapping
Multi-level corporate messagin...
© 2015 SiriusDecisions. All Rights Reserved 19
B-to-B Messaging Best Practices
Messaging is too product-centric and sales-...
© 2015 SiriusDecisions. All Rights Reserved 20
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Web Cont...
© 2015 SiriusDecisions. All Rights Reserved 21
The Web Content Format Explosion
Web
Site
Data Sheets
Videos
Infographics
W...
© 2015 SiriusDecisions. All Rights Reserved 22
Most Impactful Content Asset Types
Q. What do you recall were the content a...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 23
Web Content and Approach to Attract and Engage
Attractin...
© 2015 SiriusDecisions. All Rights Reserved 24
Building the Web Content Engine
PRIMARY
FORMAT
DERIVATIV
E
FORMATS
CHANNELS...
© 2015 SiriusDecisions. All Rights Reserved 25
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Translat...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 26
Common Global Web Site Content Challenges
Global Web sit...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 27
Program-Centric
Centrally Driven
Geographically Driven
C...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 28
Localization: Key Questions to Ask
Global and multilingu...
© 2015 SiriusDecisions. All Rights Reserved 29
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Web Site...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 30
Common B-to-B Web Site Management Issues
The b-to-b Web ...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 31
Annually
ü Web site Satisfaction Survey
ü Content + SE...
© 2015 SiriusDecisions. All Rights Reserved 32
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Keyword ...
© 2015 SiriusDecisions. All Rights Reserved 33
Why Search Matters So Much
71% of b-to-b researchers start
their research w...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 34
Do You Use a Keyword Universe?
For both organic and paid...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 35
Basic Factors for SEO Success
Four different factors imp...
© 2015 SiriusDecisions. All Rights Reserved 36
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Web Cont...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 37
Performance Measurement: Impact
There’s no point in gene...
© 2015 SiriusDecisions. All Rights Reserved 38
Web Content Metrics
• Page views
• Search queries/rankings
• Subscribers
• ...
© 2015 SiriusDecisions. All Rights Reserved 39
Other Areas to Mine for Insights
• Top 100 most-trafficked content assets/p...
© 2015 SiriusDecisions. All Rights Reserved 40
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
SUB  POINT
MAIN  POINT
Web Site...
© 2015 SiriusDecisions. All Rights Reserved 41
Do You Have the Web Technology You Need?
Web Analytics Blogging Testing/Opt...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 42
How CSC Is Creating Contextual Web Experiences
Leveragin...
SiriusPerspective:
© 2016 SiriusDecisions. All Rights Reserved 43
Exercise: Rate Yourself
Assess your b-to-b Web site agai...
Thank you!
phyllis.davidson@siriusdecisions.com
@PhyllisMusings
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Content Strategy for B-to-B Website Transformation

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B-to-B audiences increasingly depend on Web experiences to support their purchasing research and post-sale customer experiences. Unfortunately, too many b-to-b organizations are failing to deliver content or context that satisfies audience expectations and drives business impact.

Come, join us for this presentation on how to transform your b-to-b Website into a modern, audience-centric, content-fueled home base for your company’s digital presence. We’ll look at different approaches to digital to inform your web content strategy, and share best practices for developing content that align with your digital type and goals.

Published in: Marketing
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Content Strategy for B-to-B Website Transformation

  1. 1. Content Strategy For B-to-B Web Site Transformation Phyllis Davidson Research Director @PhyllisMusings BMANORCAL September 8, 2016
  2. 2. © 2015 SiriusDecisions. All Rights Reserved 2 Why Cat Videos Keep Me Up at Night
  3. 3. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 3 Why Your Web Site Is So Important Web content strategy becomes critical as the pre-purchase, purchase and post-purchase experiences become increasingly digital. 67% Percentage of the buyer’s journey that is now completed digitally
  4. 4. © 2015 SiriusDecisions. All Rights Reserved 4 Web Site Email SEO Social Media SEM Analyst Relations Public Relations Events Tele Direct Mail Ads Retargeting Content Syndication The corporate Web site is the home base for digital engagement © 2016 SiriusDecisions. All Rights Reserved
  5. 5. © 2015 SiriusDecisions. All Rights Reserved 5 Common B-to-B Web Site Challenges • Key issues • Many Web sites are virtual brochureware designed to support the selling process instead of the buying process • Often, no content strategy informs site design and architecture or content development • Asset chaos – no cohesive understanding of what content assets are on the site, how they are performing, and how they are supporting audiences and objectives • Outdated or underutilized technology and tools – missing basic ”modern Web experience” functionality or measurement capabilities © 2016 SiriusDecisions. All Rights Reserved
  6. 6. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 6 Goals of Web Content Strategy The goal of Web content strategy is ultimately to support the delivery of the right content to the right audience, at the right place, and at the right time. Everything starts with audience. All content must be considered within the context of audience. Right Audience What are your audiences’ content format preferences? What are their knowledge requirements? Right Content When is the right time to deliver content to the audience based on known history and consumption? Right Time Where does your audience go to consume content? What is its preferred channels? Right Place ➕ ➕ ➕
  7. 7. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 7 Web Content Strategy Dependencies Web content strategy is a derivative strategy that supports business, go-to-market and product strategy, digital type, content strategy and campaigns. Web Content Strategy Campaign FrameworkContent Strategy Digital Type Product StrategyGo-to-Market Strategy Business Strategy
  8. 8. © 2015 SiriusDecisions. All Rights Reserved 8 The Wide Spectrum of Web Strategy Expertise Content Planning/ Guidelines Audience Insights Content Sourcing Editing/ Optimization Message Architecture Taxonomy Localization Web Content Expertise Web Tech Expertise WCM/CMS Requirements Workflow & Project Mgmt. Navigation & IA Audit & Inventory SEO Web site analytics Usability/Use Case
  9. 9. © 2015 SiriusDecisions. All Rights Reserved 9 Crossing the Divide Working with your Content Colleagues
  10. 10. © 2015 SiriusDecisions. All Rights Reserved 10 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT The 8 Elements of Web Site Content Performance
  11. 11. © 2015 SiriusDecisions. All Rights Reserved 11 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Audience Prioritization Web Content Experience Messaging Framework Translation/Localization Website Management Web Content Analytics Keyword Universe Web Site Technologies
  12. 12. © 2015 SiriusDecisions. All Rights Reserved 12 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Audience Prioritization How well defined and prioritized is your audience?
  13. 13. © 2015 SiriusDecisions. All Rights Reserved 13 The Web-Specific Value of Audience-Centricity Organizations that have adopted the SiriusDecisions Persona Framework have reported: 59% increase in Web visitors 50% increase in Web revenue © 2016 SiriusDecisions. All Rights Reserved
  14. 14. © 2015 SiriusDecisions. All Rights Reserved 14 Audience Framework Template Master Brand Sub-brand Offering Industry Industry Region Industry Region Region Sub-Vertical Organization Type Buying Center Persona Personas Organization Type Buying Center Persona Sub-Vertical Organization Type Buying Center Persona Persona Organization Type Buying Center Persona Persona Sub-brand Sub-brand Offering Industry Region Sub-vertical Organization Type Buying Center Persona 1 Persona 2 Key Issues Buyer Need © 2016 SiriusDecisions. All Rights Reserved
  15. 15. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 15 • The SiriusDecisions Persona Framework Align the organization around a common understanding of target buyers and their needs to drive Web site messaging, content and campaigns. Functional Attributes Job Role Common Titles Position on Organizational Chart Buying Center Firmagraphics Emotive Attributes Initiatives Challenges Buyer Need Lexicon Decision Process Attributes Buyer Role Engagement Level Decision Drivers Behavioral Attributes Content Asset Types Interaction Types Watering Holes
  16. 16. © 2015 SiriusDecisions. All Rights Reserved 16 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Messaging Framework Do we have a messaging map that informs our Web site strategy?
  17. 17. © 2015 SiriusDecisions. All Rights Reserved 17 The ROI of Audience-Centric Messaging “Best-practice demand creation strategy that includes more personalized and customized messaging built on personas yields 2x the average sales pipeline. “ - SiriusDecisions • Engages buyers earlier and more effectively • Focuses messaging, increases precision of targeting • Creates shared understanding among marketing, sales and product • Improves sales productivity © 2016 SiriusDecisions. All Rights Reserved
  18. 18. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 18 Corporate Message Mapping Multi-level corporate messaging must be informed by and support the go-to- market strategy, while building long-term trust with key audiences. Corporate Level Message: • Based on high-level organizational and brand values • Human and cultural attributes – transparency, integrity, innovation, customer-focus, etc. • Company history and leadership Technology Level Message • Category leadership (standards, patents) • Infrastructure reliability • Technology innovation Service Level Message • How we help customers get it done • Services organization • Methodologies and frameworks Vertical Message • Value prop and supporting points Product Message • Value prop and supporting points Horizontal Msg. • Value prop and supporting points Product Message • Value prop and supporting points Regional Message • Value prop and supporting points Product Message • Value prop and supporting points Regional Message • Value prop Product Message • Value prop Vertical Message • Value prop
  19. 19. © 2015 SiriusDecisions. All Rights Reserved 19 B-to-B Messaging Best Practices Messaging is too product-centric and sales-oriented. Product- and solution-level messaging is disconnected from corporate- umbrella messaging and air-cover campaign themes. Messaging aligns with audience needs, NOT offerings. A documented top-to-bottom messaging map and value props fit together into a logical hierarchy and narrative that resonate with audiences and support go-to-market strategy. WORST PRACTICE BEST PRACTICE © 2016 SiriusDecisions. All Rights Reserved
  20. 20. © 2015 SiriusDecisions. All Rights Reserved 20 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Web Content Experience How well does our Web content, and the experience of consuming it, serve goals and audience needs?
  21. 21. © 2015 SiriusDecisions. All Rights Reserved 21 The Web Content Format Explosion Web Site Data Sheets Videos Infographics White Papers E-Books Webinars Case Studies Press Releases Demos Product Descriptions Event Promos Blog Posts Reviews Tools © 2016 SiriusDecisions. All Rights Reserved
  22. 22. © 2015 SiriusDecisions. All Rights Reserved 22 Most Impactful Content Asset Types Q. What do you recall were the content assets that you or your colleagues considered meaningful or impactful during each phase of the buyer’s journey? Source: SiriusDecisions 2015 Buying Study © 2016 SiriusDecisions. All Rights Reserved
  23. 23. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 23 Web Content and Approach to Attract and Engage Attracting and engaging visitors requires searchable content with both quality and consistency, and optimization through testing and experimentation Brand Consistency Through logo, tagline, tone, etc. Ungated Content to View/Download White papers, demos, polling questions Messaging Consistency Through tone, value proposition, etc. Social Sharing/Community Social content, widgets, links Up-to-Date Content Through metadata and tagging Internal Search Optimized results Targeting An audience segment and/or individual Testing Iterative testing and experimentation
  24. 24. © 2015 SiriusDecisions. All Rights Reserved 24 Building the Web Content Engine PRIMARY FORMAT DERIVATIV E FORMATS CHANNELS METRICS Research Report, White Paper, E-Book Infographic Slide Deck Blogs Social Posts Videos Articles SYNDICATION SOCIAL WEB SITE EMAIL RETARGETIN G PPC Combined Measurement and Analytics From: Web Analytics, Social Platform, Retargeting Tool, MAP, SFA CONTENTINSIGHTSFEEDBACKLOOP © 2016 SiriusDecisions. All Rights Reserved
  25. 25. © 2015 SiriusDecisions. All Rights Reserved 25 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Translation/Localization How well do we globalize our Web site content?
  26. 26. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 26 Common Global Web Site Content Challenges Global Web sites often suffer from weak centralized content and support, leading to chronic content quality, quantity, relevance and effectiveness issues. Global teams are not included in upstream content planning Go-to-market strategy in regions is not supported with content Field marketing teams in regions feel starved for content/digital assets Significant time-to-market delays for central content delivery to regions Inadequate budgets/freedom to fill centralized content gaps with local origination Web site branding and messaging is inconsistent with corporate Web site
  27. 27. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 27 Program-Centric Centrally Driven Geographically Driven Content-Centric The SiriusDecisions Localization Model By combining the localization spectrum and the appropriate differentiation, organizations can identify the optimal localization model. Marketing Planning Marketing Execution Content Creation Marketing Planning Marketing Execution Content Creation Marketing Planning Marketing Execution Content Creation Marketing Planning Marketing Execution Content Creation Central Geography LEVELOFLOCALIZATION 1 2 3 4 1 2 3 4 LEVEL OF MARKETING DIFFERENTIATION
  28. 28. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 28 Localization: Key Questions to Ask Global and multilingual Web content requirements should not be an afterthought, so factor it in at the start of the content planning and publishing process. What Web site content gets translated and into which countries? G10? G20? Global Priorities How do we rationalize/tier Web pages and digital assets for translation? Digital Asset Strategy Do we have adequate Web site localization budget/workflows/ software/services? Translation Capabilities
  29. 29. © 2015 SiriusDecisions. All Rights Reserved 29 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Web Site Management How well do we update and manage Web site content?
  30. 30. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 30 Common B-to-B Web Site Management Issues The b-to-b Web site often becomes a dumping ground for all company content and lacks sufficient oversight, upkeep and curation. Too Much Content Everything-but-the-kitchen-sink content Orphaned Content Abandoned, forgotten content. Poor Site Search Bad UX and results from site search Misaligned/Outdated Content Off brand, off message, or just old content Poor Navigation Unintuitive browsing functionality Taxonomy/Tagging Poor IA, metadata and tagging Template Design/Usability Dense copy, bad template designs, not multi- device friendly WCM/Publishing/Workflow Issues Back-end process and UX challenges
  31. 31. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 31 Annually ü Web site Satisfaction Survey ü Content + SEO Audit ü Content Curation ü Update/refine personas ü IA/Taxonomy Evaluation ü Page Templates Assessment ü Technology Requirements ü Global Requirements Analysis Web Content Management Checklist It’s not just IT’s job to see to the proper care and feeding of b-to-b Web site content; key stakeholders must contribute to proper upkeep as well. Monthly ü Web Content/SEO Analytics ü Content Inventory Updates ü Website Content Calendar ✓ ✓✓ ✓ ✓ ✓ ✓✓ ✓ ✓ ✓ ✓
  32. 32. © 2015 SiriusDecisions. All Rights Reserved 32 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Keyword Universe How does our audience search for content like ours?
  33. 33. © 2015 SiriusDecisions. All Rights Reserved 33 Why Search Matters So Much 71% of b-to-b researchers start their research with a generic search Source: The Changing Face of B2B Marketing Google Think, 2014 On average, b-to-b researchers do 12 searches prior to engaging on a specific brand's site © 2016 SiriusDecisions. All Rights Reserved
  34. 34. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 34 Do You Use a Keyword Universe? For both organic and paid activities, a smart keyword universe aligns and amplifies digital engagement around an audience-centric lexicon. SocialSearch Content Keyword Universe Localization = Force Multiplier
  35. 35. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 35 Basic Factors for SEO Success Four different factors impact b-to-b Web site search rankings: relevance, authority, indexability and user experience. Site design and usability Content quality and quantity Web site architecture Links pointing back to the site RELEVANCE AUTHORITY/POPULARITY USER EXPERIENCE CRAWLABILITY/INDEXABILITY See Moz’s “Search Ranking Factors” page for more information.
  36. 36. © 2015 SiriusDecisions. All Rights Reserved 36 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Web Content Analytics How well do we measure our Web site content?
  37. 37. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 37 Performance Measurement: Impact There’s no point in generic assessments that ask “Is our Web content good?”; evaluation must be done relative to the achievement of business objectives. Buyer Seller Customer • Revenue growth (correlated) • Customer acquisition growth • Cycle time • Customer growth • Retention rates • Loyalty rates • Sales productivity • Revenue growth/rep • Avg. time to productivity Audience Process Impact Education Solution Selection Buyer’s Journey Initiate Participate Advocate Customer Lifecycle Early Middle Late Sales Process PURCHASE RENEWAL SALE
  38. 38. © 2015 SiriusDecisions. All Rights Reserved 38 Web Content Metrics • Page views • Search queries/rankings • Subscribers • Time on site/session duration • Pages per visit • Bounce rates • Referral traffic • Unique visitors • Net new vs. repeat visits • Heat maps, click patterns • Landing page conversions • Form submissions • Lead/content scoring • Live chat sessions • AQLs • MQLs • SQLs © 2016 SiriusDecisions. All Rights Reserved
  39. 39. © 2015 SiriusDecisions. All Rights Reserved 39 Other Areas to Mine for Insights • Top 100 most-trafficked content assets/pages • Optimize for keywords, CTAs, additional related content • Navigation paths – entry and exit pages to most visited pages • Audit pages with highest bounce rates – Why? What’s wrong? • Review gated content assumptions – Do you need to ungate some of your content? Are you giving away content you should be gating? © 2016 SiriusDecisions. All Rights Reserved
  40. 40. © 2015 SiriusDecisions. All Rights Reserved 40 SUB  POINT SUB  POINT SUB  POINT SUB  POINT SUB  POINT MAIN  POINT Web Site Technologies How well does our Web technology support our Web content strategy?
  41. 41. © 2015 SiriusDecisions. All Rights Reserved 41 Do You Have the Web Technology You Need? Web Analytics Blogging Testing/Optimization RetargetingMarketing Automation Search MarketingWeb Content Management ABM Video MarketingContent Marketing Online Events Personalization Mobile Optimization © 2016 SiriusDecisions. All Rights Reserved
  42. 42. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 42 How CSC Is Creating Contextual Web Experiences Leveraging MAP, WCM and retargeting tools, CSC tailors and personalizes online messaging and content to target accounts and audiences.
  43. 43. SiriusPerspective: © 2016 SiriusDecisions. All Rights Reserved 43 Exercise: Rate Yourself Assess your b-to-b Web site against these seven components to understand the gaps and weaknesses in your b-to-b Web content strategy. Success Factor Strong (3) Average (2) Weak (1) Audience Alignment/Prioritization Messaging Framework Web Site Translation/Localization Web Content Experience Web Site Management Keyword Universe Web Content Analytics Web Site Technology
  44. 44. Thank you! phyllis.davidson@siriusdecisions.com @PhyllisMusings

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