Scott Armstrong's presentation slides from #Kitchener-Waterloo B2B Marketers Meetup I on How to Develop Customer-Centric Content.
To watch the video of the presentation, please visit blog.brainrider.com
A live walkthrough of 4 Better Practices for creating customer-centric B2B marketing content. Loaded with real-life examples, and reviews of 6 volunteer companies who participated in a live Content Clinic webinar hosted by Pardot on February 23, 2011.
Developing marketing content that engages your target audience is hard work. By starting with a customer-centric content plan, you bring focus and efficiency to the content development process and increase engagement with your customers and prospects.
Webiste personalization 101: The Essential Elements of your 1st CampaignOptimizely
Until recently, most websites have been designed with a one-size-fits-all approach. But more and more, personalized experiences are outperforming generic ones and becoming standard across the web. Whether you’re familiar with personalization or brand new to the practice, check out these slides and enable your company to be on the leading edge of digital marketing. You will learn:
- The what and why of website personalization
- The building blocks of a personalization campaign
- Common pitfalls to avoid and actionable tips for getting started
How to create effective and optimized content by jen silvermanGlen Dimaandal
Jen Silverman's presentation at PeepCon. This deck explains how you can create killer content that powers successful marketing campaigns. From ideation to execution, you can pick up cool ideas here.
A live walkthrough of 4 Better Practices for creating customer-centric B2B marketing content. Loaded with real-life examples, and reviews of 6 volunteer companies who participated in a live Content Clinic webinar hosted by Pardot on February 23, 2011.
Developing marketing content that engages your target audience is hard work. By starting with a customer-centric content plan, you bring focus and efficiency to the content development process and increase engagement with your customers and prospects.
Webiste personalization 101: The Essential Elements of your 1st CampaignOptimizely
Until recently, most websites have been designed with a one-size-fits-all approach. But more and more, personalized experiences are outperforming generic ones and becoming standard across the web. Whether you’re familiar with personalization or brand new to the practice, check out these slides and enable your company to be on the leading edge of digital marketing. You will learn:
- The what and why of website personalization
- The building blocks of a personalization campaign
- Common pitfalls to avoid and actionable tips for getting started
How to create effective and optimized content by jen silvermanGlen Dimaandal
Jen Silverman's presentation at PeepCon. This deck explains how you can create killer content that powers successful marketing campaigns. From ideation to execution, you can pick up cool ideas here.
How to Enable Sales & Share Content Internally with Kapost GalleryKapost
91% percent of B2B marketers use content marketing, but 65% of the content created goes unused.
This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content.
Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb
Advanced Content Targeting & Personalization Within the Digital Experience Us...Perficient, Inc.
As online resources become more essential to reaching customers, organizations are looking for creative and effective ways to target and personalize the digital experience.
Advanced content targeting has become integral to the marketing strategy, but many marketers struggle to optimize the digital channel due to daunting and technical content targeting methods.
In this slideshare, we focus on key content targeting issues and opportunities with Adobe Experience Manager to improve how to reach customers, including:
Investigating methods for managing content to efficiently target segments of users directly within the Context Cloud
Providing in-depth examples of successful, company-adopted content architectures using content hierarchies to enhance targeting
Demonstrating a streamlined authoring interface for managing targeted content
Necessary Elements of Digital Marketing to Grow Your BusinessDigital Vidya
Care about how to leverage 'Necessary Elements of Digital Marketing to Grow Your Business'. You will find this deck presented by the industry expert Srihari Palangala, Director and Head of Marketing at EMC during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Digital Marketing Course Week 6: Search Engine Optimization (SEO)Ayca Turhan
Sixth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan. Topics covered within the presentation include:
Search Engine Optimization Strategies
For more please visit: www.aycaturhan.com/man423
http://www.pointit.com - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.
How to implement an Integrated Lead EngineVanillaSoft
This presentation is a case study, presented at the SiriusDecisions Summit 2018, that shows how VanillaSoft and Virtual Causeway worked together to implement a scalable lead engine built upon the Demand Center and Demand Waterfall frameworks.
Getting Started & Accelerating ABM with Drupal & AcquiaAcquia
For B2B marketers, traditional demand gen tactics are becoming less and less effective. Content strategies with undifferentiated content targeted to thousands of leads simply doesn’t work anymore. How can marketers break through the noise?
Account Based Marketing (ABM) has been a strategy favored by large enterprises for years. Through identifying and targeting key accounts, tailoring content, and executing strategies for the specific audiences’, companies that practice ABM see stronger marketing results.
A successful ABM campaign requires a targeted strategy, alignment between sales and marketing, and an integrated martech stack that can deliver personalized content to audiences.
In this webinar we will cover:
- How to get started with ABM the right way — and the tools you need to get the job done
- How integrating ABM platforms with Drupal can result in greater effectiveness with lead generation, increased retention and new market growth
- How personalized experiences with Acquia Lift and other technologies can help strengthen your ABM campaigns
Tackling both the strategic sales and marketing technology aspects of ABM, you'll walk away from this webinar with insights to improve your demand gen campaigns right away.
Growth Hacking after the Sale - Presented at LeanStartup DC Katherine Chalmers
So you sold a deal to a new customer. Now what? Here are some ideas for hacking growth after the sale to increase customer engagement, cut churn rates, add follow-on sales and build customer champions.
Engaging content can spell out success for you and your company, ultimately resulting in more leads and more customers by facilitating the buying cycle. Join us as Nolin LeChasseur, Partner of Brainrider, hosts a free clinic that explores in depth the world of developing customer-centric content.
How to Enable Sales & Share Content Internally with Kapost GalleryKapost
91% percent of B2B marketers use content marketing, but 65% of the content created goes unused.
This growing gap between content creation and content discoverability is causing marketing nightmares—especially when it comes to locating, aligning, and distributing content.
Learn how to empower your sales people with content and drive marketing results with a content repository that is accessible, relevant, and trackable. Download the webinar http://bit.ly/1LOYsAb
Advanced Content Targeting & Personalization Within the Digital Experience Us...Perficient, Inc.
As online resources become more essential to reaching customers, organizations are looking for creative and effective ways to target and personalize the digital experience.
Advanced content targeting has become integral to the marketing strategy, but many marketers struggle to optimize the digital channel due to daunting and technical content targeting methods.
In this slideshare, we focus on key content targeting issues and opportunities with Adobe Experience Manager to improve how to reach customers, including:
Investigating methods for managing content to efficiently target segments of users directly within the Context Cloud
Providing in-depth examples of successful, company-adopted content architectures using content hierarchies to enhance targeting
Demonstrating a streamlined authoring interface for managing targeted content
Necessary Elements of Digital Marketing to Grow Your BusinessDigital Vidya
Care about how to leverage 'Necessary Elements of Digital Marketing to Grow Your Business'. You will find this deck presented by the industry expert Srihari Palangala, Director and Head of Marketing at EMC during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Digital Marketing Course Week 6: Search Engine Optimization (SEO)Ayca Turhan
Sixth week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan. Topics covered within the presentation include:
Search Engine Optimization Strategies
For more please visit: www.aycaturhan.com/man423
http://www.pointit.com - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.
How to implement an Integrated Lead EngineVanillaSoft
This presentation is a case study, presented at the SiriusDecisions Summit 2018, that shows how VanillaSoft and Virtual Causeway worked together to implement a scalable lead engine built upon the Demand Center and Demand Waterfall frameworks.
Getting Started & Accelerating ABM with Drupal & AcquiaAcquia
For B2B marketers, traditional demand gen tactics are becoming less and less effective. Content strategies with undifferentiated content targeted to thousands of leads simply doesn’t work anymore. How can marketers break through the noise?
Account Based Marketing (ABM) has been a strategy favored by large enterprises for years. Through identifying and targeting key accounts, tailoring content, and executing strategies for the specific audiences’, companies that practice ABM see stronger marketing results.
A successful ABM campaign requires a targeted strategy, alignment between sales and marketing, and an integrated martech stack that can deliver personalized content to audiences.
In this webinar we will cover:
- How to get started with ABM the right way — and the tools you need to get the job done
- How integrating ABM platforms with Drupal can result in greater effectiveness with lead generation, increased retention and new market growth
- How personalized experiences with Acquia Lift and other technologies can help strengthen your ABM campaigns
Tackling both the strategic sales and marketing technology aspects of ABM, you'll walk away from this webinar with insights to improve your demand gen campaigns right away.
Growth Hacking after the Sale - Presented at LeanStartup DC Katherine Chalmers
So you sold a deal to a new customer. Now what? Here are some ideas for hacking growth after the sale to increase customer engagement, cut churn rates, add follow-on sales and build customer champions.
Engaging content can spell out success for you and your company, ultimately resulting in more leads and more customers by facilitating the buying cycle. Join us as Nolin LeChasseur, Partner of Brainrider, hosts a free clinic that explores in depth the world of developing customer-centric content.
Developing Customer-Centric Content: A Better B2B Marketing ClinicPardot
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.
Successful content with a metrics driven approachKevin Nichols
We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it?
For organizations that publish content, metrics and key performance indicators (KPI’s) must prove the worth of content practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. In this webinar, learn how to access the appropriate metrics, analytics and KPI’s necessary to make your content useful and intelligent.
User Centred Design From An Organisational Perspective by Dr Jianzhong Lu and...Different
This presentation was made at the Human Centred Design revolution workshop organised by Different Solutions. It is a case study on our client, BHP Billiton and using a HCD approach for the redesign of their global intranet. It outlines the challenges an organisation faces when adopting a UCD approach, corporate governance and determining measures of success.
Pardot Elevate 2012 - Developing Customer-Centric Nurturing Content: A Better...Pardot
You’ve invested in a killer marketing automation tool. Now give your company the edge with content that attracts and nurtures leads by engaging in a relevant, findable, valuable way. Review real-life nurturing content examples, and look at how to elevate your content effectiveness to get better results.
Component content management systems (CCMS) have dramatically changed the way organizations manage and deliver content. A CCMS, when paired with DITA content, provides return-on-investment benefits to many successful deployments. What are the key ingredients that make up a successful deployment? How do teams identify successful adoption criteria while matching the constant changes within their organizations? How do they gain buy-in to support such a change?
Join Chip Gettinger from SDL for his insights from eight years of working with users of successful CCM deployments using DITA as a content model. He’ll present his findings, trends and tips for a solid adoption.
Content Driven Marketing as the strategic source of competitive advantage – V...B2B Marketing Forum
Retail and B2B markets are under constant pressure of commoditization. How to cut through the clutter? By now smart marketing professionals have figured out that relevant, proprietary content is the key source of long term competitive advantage for the company. But how to get your colleagues and senior management aligned behind this thought? What is the preferable role of senior management and which troubles does one face in the process? What are the do’s and dont’s?
LavaCon 2017 - Future-proof Your Content: Beyond Traditional Publishing for S...Jack Molisani
This session delineates why the most common publishing methods in today’s technical space cannot survive into the middle of the next decade. Tools and methodologies are required that are scalable for vast increases of “atomic” content and to dozens of more language targets. Discover what the minimum ingredients are for survival in terms of tools, workflows and content strategies.
The web communication landscape has evolved dramatically. As a result of the social media avalanche, your target audience’s behavior and expectations have changed. The level of engagement that people expect, not just from brands, but also from government agencies, has increased—as has the quality of information and content delivery. One of the biggest challenges for public agencies is to measure the success of their online presence in order to optimize their communications strategies. In this presentation, Hannon Hill CEO Kat Liendgens will discuss how government agencies can measure and utilize social media, SEO, web analytics, and content marketing strategies to better serve their customers.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Add Fuel to Your Campaign Fires with 3-D Content MappingPardot
Marketing automation experts Micky Long (Vice President, Arketi Group) and Derek Grant (SVP of Sales, Pardot) give you an in-depth look at taking your content from one-dimensional to 3D in this hour-long, information-packed webinar.
Similar to How to Develop Customer-Centric Content (20)
3 Tips To Get The Most Out Of Pardot Reporting
Tip 1: Use the right tool for the job
• For aggregated data, use Google Analytics.
• For prospect data, use Pardot.
• For opportunity data, use Salesforce.
Tip 2: Plan what to report and how to organize the data
• For example, marketing objectives vs. diagnostic metrics.
• Decide what criteria do you want to sort metrics by:
-Channels
-Objective
-Segment
-Type
-Product
-Geography
Tip 3: Use names and standardized tags as filters
• Names example:
-DO THIS: [Website] [Webinar] 5 Tips For A Successful Pardot Implementation
-NOT THIS: 5 Tips For A Successful Pardot Implementation
• Standardized tag examples:
-Segment: WordPress
-Segment: Pardot
-Objective: Sales-ready
-Objective: Nurture
-Type: Whitepaper
Bonus Tip:
-Set up to watch trends!
Slideware from the Mar 26 Toronto Pardot User Group
Featured Speakers & Topics Include:
A/B testing emails in Pardot
Jon Kane, Content Marketing Specialist, Medgate
Integrating sales and marketing with Pardot
Michael Petrelli, Customer Marketing Manager, Magnet Forensics
3 tips for getting the most out of Pardot reporting
Pamela Whitham, Programs Director, Brainrider
B2B marketing content that drives conversions a dreamforce 2013 presentationBrainrider B2B Marketing
Please visit http://www.brainrider.com/resource/b2b-marketing-content-converts-dreamforce-2013/ to view the video version or download your copy of the slides.
B2B content that drives conversions - Pardot Connections 2013 Presentation
A B2B marketing clinic on how to develop marketing content that drives conversions.
This business to business content marketing case study looks at how STR Software engages their prospects using content offers and marketing automation.
While website development budgets can range from hundreds to hundreds of thousands of dollars this Better Practice one-pager looks at what you should budget for a B2B website designed to generate awareness, acquire prospects, nurture prospects and qualify sales readiness.
Setting Your Clients Up for Success with Marketing Automation – Best PracticesBrainrider B2B Marketing
Setting Your Clients Up for Success with Marketing Automation – Best Practices - Created and Presented by Jeffrey Yee (Consultant at Eloqua) at #torontoB2B Marketers Meetup VI.
Sherry Shi from Pitney Bowes Ecommerce Solutions and Nolin LeChasseur from Brainrider present a Better B2B Marketing case study at the Pardot Elevate 2011 conference about how Sherry used Pardot to achieve B2B marketing measurement nirvana.
How hard is your content working for your marketing and sales team? How much does it contribute to your ability to connect with and convert more customers?
This presentation gives you practical, actionable guidance on how to re-organize and re-purpose your existing content in the framework of your buyer's decision-making process.
Originally presented at Pardot Elevate 2010 by Nolin LeChasseur.
B2B Pipeline Marketing How To Get More Customers Presentation (12 slides) apr...Brainrider B2B Marketing
A 12 slide practical guide on how to tap the value of what you know to attract, nurture and close your prospects.
How to give away some of your most valuable information to connect you with your most valuable prospects: customers who need what you sell.
A quick guide on improving your sales and marketing pipeline.
This is version 5.0 of our B2B content, website, lead generation planning methodology.
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more information
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
5. …Aligned To Their Decision Making
When your
Define The Evaluate Negotiate
customer
wants to: Problem Alternatives & Commit
Education Solution
They are Credentials &
looking for:
& Thought & Product
Decision Support
Leadership Suitability
• Trends & Statistics • Need & Gap • How to buy
Connect • News & Analyst Assessments • Credentials
With Them coverage • Solution • Real case-use studies
By Sharing • Benchmarks comparisons • ROI/TCO
Subject • 101 Education • Implementation • How to build their
Matter plans business case
Expertise • Product
roadmaps
6. Checklist For Better Content
Be Customer-
Focused
Start with
Light Content
Make It
Findable
Measure What
Works
9. Checklist For Better Content
✔
Be Customer-
Focused
Start with
Light Content
Make It
Findable
Measure What
Works
10. Start With Light Content
How? Why?
• Publish “as-is” • Already approved
content elsewhere • Lower cost
• Repurpose • Less effort
existing content • Faster to produce
into light formats • More to measure
• Curate and share • Learn where to invest
3rd party content in heavy content
12. 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 Checklist
Repurposed software: What to look for in an MRM
solution
Planning
Into 6 Light Mobile Resource Management: 8 Performance Resource
benefits of a comprehensive planning, Management post
Content tracking, routing, & dispatching solution
Assets 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
14. Curate & Share 3rd Party Content
Deploy and Measure Engagement
Extract & Track
Monitor & Cull
15. Checklist For Better Content
✔
Be Customer-
Focused
✔
Start with
Light Content
Make It
Findable
Measure What
Works
16. Optimize for Human AND Machine
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
17. Better Content Clinic
✔
Be Customer-
Focused
✔
Start with Light
Content
✔
Make It Findable
Measure What
Works
18. Measure Content Engagement
Pageviews
Avg.
Time on Site
Pages per visit
Gated
Downloads
Identify Better Performing Content
For Your Programs
19. Better Content Clinic
✔
Be Customer-
Focused
✔
Start with Light
Content
✔
Make It Findable
✔
Measure What
Works
20. Resources For Better B2B Marketing
For more information:
@Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: blog.brainrider.com
Editor's Notes
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
We have 4 better content practices we want to share today.
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.
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.
We have 4 better content practices we want to share today.
You have invested in developing your content.Make sure it is easily findable
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
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