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BMC Case Study
How to take a content-first approach and measure
the success of your content strategy
Mark Fries
Principal Strategic Marketing Manager, BMC Software
@mark_f
Derek Phillips
Director of Content Strategy, ISITE Design
@digistrategist
@mark_f @digistrategist • #intelcontent
AGENDA
① Where We Were
② What We Did
③ How It’s Working
@mark_f @digistrategist • #intelcontent
1 Where We Were
@mark_f @digistrategist • #intelcontent
The Five Challenges
① Inconsistent representation of the brand story
② Too product-centric, not reflecting customer needs
③ Cumbersome and overwhelming UX
④ Lacking content direction
⑤ Needed scalable technology and infrastructure
@mark_f @digistrategist • #intelcontent
Inconsistent representation of the brand story
@mark_f @digistrategist • #intelcontent
Too product-specific, not reflective of customer
needs
@mark_f @digistrategist • #intelcontent
Cumbersome and overwhelming UX
@mark_f @digistrategist • #intelcontent
Lacking content direction and governance
@mark_f @digistrategist • #intelcontent
• 200+ products
• 5 separate business units
• Moving to centralized content management and editing
• New commitment to testing and optimization
• Plans to expand global footprint
Needed scalable technology and infrastructure
@mark_f @digistrategist • #intelcontent
2 What We Did
@mark_f @digistrategist • #intelcontent
The Five Approaches
① Defined specific business goals and aligned them to
touchpoints
② Defined the customer needs
③ Aligned pages to personas
④ Defined the content components: think modular
⑤ Mobile first, mobile always
@mark_f @digistrategist • #intelcontent
Defined specific business goals and aligned them
to touchpoints
We asked the questions:
• What is the purpose of this page to
our business?
• What are the KPIs we’re measuring?
• What is the primary call to action?
• More importantly: What role is it
targeting? Strategic vs. Functional
@mark_f @digistrategist • #intelcontent
DEFINING SPECIFIC
NEEDS AND IDENTIFYING
CONTENT TO MEET THEM
ENABLED OUR MODULAR
APPROACH
@mark_f @digistrategist • #intelcontent
Defined the customer needs
We made some assumptions and then tested them with customers.
Assumptions
Prototype
& Test
Adjust
Some key insights learned:
• Users commonly have specific
products in mind, or a specific
functional need
• Users prefer functional categories
• Product/solution features preferred to
high-level benefit statements
• Data sheets are a highly valued
content asset
@mark_f @digistrategist • #intelcontent
Aligned pages to profiles
@mark_f @digistrategist • #intelcontent
Defined the content components
@mark_f @digistrategist • #intelcontent
Designed in the browser
Some key benefits:
• Working with real content to better
inform design
• Could see the mobile experience and
break points
• Foundational FED mark-up sped up
development time
Jumping quickly to building a site, vs. building pictures of sites
@mark_f @digistrategist • #intelcontent
Strategy applied to the copy
Translated to copy
decks to speed
production and ensure
alignment.
@mark_f @digistrategist • #intelcontent
Reused the content components
Think modular…
@mark_f @digistrategist • #intelcontent
Mobile first, mobile always
Concise
Actionable
Focused on task completion
Contextual
@mark_f @digistrategist • #intelcontent
Mobile first, mobile always
Also made defining hierarchy easier
• Lead with most important
• Stack in order
• Provide paths
@mark_f @digistrategist • #intelcontent
LET’S CIRCLE BACK ON A
FEW KEY CHALLENGES
@mark_f @digistrategist • #intelcontent
The Three Specific Challenges
① Streamlined and intuitive UX
② Comprehensive content direction and governance
③ Scalable technology and infrastructure
@mark_f @digistrategist • #intelcontent
Bottom-up experience:
Ensuring visitors entering directly
on product/solutions pages (most
visitors) are given appropriate
context and options to continue
engaging
Streamlined and intuitive UX
Top-down experience:
Giving visitors who enter on home
page or category level pages
simple choices to disambiguate our
offerings
@mark_f @digistrategist • #intelcontent
We have a clear POV and strategy behind how our site is
constructed
• Makes conversations with the business easier
• Eases optimization since learnings in one area can be
deployed in multiple places
Comprehensive content direction and governance
@mark_f @digistrategist • #intelcontent
Remember this?
Scalable technology and infrastructure
The Intelligent Content
Approach was key to our
getting there:
• Atomized the content
• Established coding
standards
• Enabled utility of the
CMS
• Proved the design
worked
@mark_f @digistrategist • #intelcontent
3 How It’s Working
@mark_f @digistrategist • #intelcontent
The Four Big Payoffs
① A framework for optimization
② Increased content creation efficiencies
③ Overall engagement is up
④ Contacts – UP! (And that means money)
@mark_f @digistrategist • #intelcontent
Our goal with optimization: never “redesign” again
• Highly structured infrastructure makes it possible to
get experiments up and running quickly anywhere
• Findings from experiments can easily roll out across
the site
A framework for optimization
@mark_f @digistrategist • #intelcontent
NEVER REDESIGN AGAIN.
THINK ABOUT THAT.
@mark_f @digistrategist • #intelcontent
A framework for optimization
@mark_f @digistrategist • #intelcontent
@mark_f @digistrategist • #intelcontent
1. Headline & Customer Logo
• Top level benefit/result of engagement with
BMC
• Customer Logo
2. “At a glance” data points
• Up to 4 key statistics that communicate either
benefits/outcomes of the customer’s
engagement with BMC or key stats on the
customer’s organization
3. Video (if available) or customer quote
• Real stories from actual business leaders and
user
• Focus on benefits and outcomes BMC brought
to the business
4. Body
b. Challenge
• Brief description of the business problem
• Can be in sentence format or bullet, may
include in-line links to more information
c. Solution
• Brief description of how the problem was
solved through partnership with BMC
• Can be in sentence format or bullet, may
include in-line links to more information
d. Results
• Brief description of business impact
• Can be in sentence format or bullet, may
include in-line links to more information
5. Next steps
a. Contact BMC CTA
b. Related products
• list with links to learn more/try
c. Related Resources
• White papers/reports/videos related to
the challenge (2-3 max)
3
4
2
1
5
Mobile first hierarchy
Visitormindset
Doesthisrelatetomychallenges?HowcanIlearnmore?Whatarethedetails?
5a
5b
5c
4a
4b
4c
Increased content creation efficiencies
10% MORE ORGANIC TRAFFIC (YOY)
50% MORE DATA SHEET DOWNLOADS
200% INCREASE IN TRIAL STARTS
67% INCREASE IN CONTACT ME REQUESTS
Overall engagement is up
@mark_f @digistrategist • #intelcontent
+67%
Contact Sales
Requests
Revenue!
+67%
Marketing Sourced
Pipeline associated
with requests
=
@mark_f @digistrategist • #intelcontent
Derek Phillips
Director of Content Strategy
ISITE Design
@digistrategist
Mark Fries
Principle Strategic Marketing Manager
BMC Software
@mark_f
@mark_f @digistrategist • #intelcontent

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BMC Case Study: How to Take a Content-First Approach and Measure the Success of Your Content Strategy

  • 1. BMC Case Study How to take a content-first approach and measure the success of your content strategy Mark Fries Principal Strategic Marketing Manager, BMC Software @mark_f Derek Phillips Director of Content Strategy, ISITE Design @digistrategist @mark_f @digistrategist • #intelcontent
  • 2. AGENDA ① Where We Were ② What We Did ③ How It’s Working @mark_f @digistrategist • #intelcontent
  • 3. 1 Where We Were @mark_f @digistrategist • #intelcontent
  • 4. The Five Challenges ① Inconsistent representation of the brand story ② Too product-centric, not reflecting customer needs ③ Cumbersome and overwhelming UX ④ Lacking content direction ⑤ Needed scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  • 5. Inconsistent representation of the brand story @mark_f @digistrategist • #intelcontent
  • 6. Too product-specific, not reflective of customer needs @mark_f @digistrategist • #intelcontent
  • 7. Cumbersome and overwhelming UX @mark_f @digistrategist • #intelcontent
  • 8. Lacking content direction and governance @mark_f @digistrategist • #intelcontent
  • 9. • 200+ products • 5 separate business units • Moving to centralized content management and editing • New commitment to testing and optimization • Plans to expand global footprint Needed scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  • 10. 2 What We Did @mark_f @digistrategist • #intelcontent
  • 11. The Five Approaches ① Defined specific business goals and aligned them to touchpoints ② Defined the customer needs ③ Aligned pages to personas ④ Defined the content components: think modular ⑤ Mobile first, mobile always @mark_f @digistrategist • #intelcontent
  • 12. Defined specific business goals and aligned them to touchpoints We asked the questions: • What is the purpose of this page to our business? • What are the KPIs we’re measuring? • What is the primary call to action? • More importantly: What role is it targeting? Strategic vs. Functional @mark_f @digistrategist • #intelcontent
  • 13. DEFINING SPECIFIC NEEDS AND IDENTIFYING CONTENT TO MEET THEM ENABLED OUR MODULAR APPROACH @mark_f @digistrategist • #intelcontent
  • 14. Defined the customer needs We made some assumptions and then tested them with customers. Assumptions Prototype & Test Adjust Some key insights learned: • Users commonly have specific products in mind, or a specific functional need • Users prefer functional categories • Product/solution features preferred to high-level benefit statements • Data sheets are a highly valued content asset @mark_f @digistrategist • #intelcontent
  • 15. Aligned pages to profiles @mark_f @digistrategist • #intelcontent
  • 16. Defined the content components @mark_f @digistrategist • #intelcontent
  • 17. Designed in the browser Some key benefits: • Working with real content to better inform design • Could see the mobile experience and break points • Foundational FED mark-up sped up development time Jumping quickly to building a site, vs. building pictures of sites @mark_f @digistrategist • #intelcontent
  • 18. Strategy applied to the copy Translated to copy decks to speed production and ensure alignment. @mark_f @digistrategist • #intelcontent
  • 19. Reused the content components Think modular… @mark_f @digistrategist • #intelcontent
  • 20. Mobile first, mobile always Concise Actionable Focused on task completion Contextual @mark_f @digistrategist • #intelcontent
  • 21. Mobile first, mobile always Also made defining hierarchy easier • Lead with most important • Stack in order • Provide paths @mark_f @digistrategist • #intelcontent
  • 22. LET’S CIRCLE BACK ON A FEW KEY CHALLENGES @mark_f @digistrategist • #intelcontent
  • 23. The Three Specific Challenges ① Streamlined and intuitive UX ② Comprehensive content direction and governance ③ Scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  • 24. Bottom-up experience: Ensuring visitors entering directly on product/solutions pages (most visitors) are given appropriate context and options to continue engaging Streamlined and intuitive UX Top-down experience: Giving visitors who enter on home page or category level pages simple choices to disambiguate our offerings @mark_f @digistrategist • #intelcontent
  • 25. We have a clear POV and strategy behind how our site is constructed • Makes conversations with the business easier • Eases optimization since learnings in one area can be deployed in multiple places Comprehensive content direction and governance @mark_f @digistrategist • #intelcontent
  • 26. Remember this? Scalable technology and infrastructure The Intelligent Content Approach was key to our getting there: • Atomized the content • Established coding standards • Enabled utility of the CMS • Proved the design worked @mark_f @digistrategist • #intelcontent
  • 27. 3 How It’s Working @mark_f @digistrategist • #intelcontent
  • 28. The Four Big Payoffs ① A framework for optimization ② Increased content creation efficiencies ③ Overall engagement is up ④ Contacts – UP! (And that means money) @mark_f @digistrategist • #intelcontent
  • 29. Our goal with optimization: never “redesign” again • Highly structured infrastructure makes it possible to get experiments up and running quickly anywhere • Findings from experiments can easily roll out across the site A framework for optimization @mark_f @digistrategist • #intelcontent
  • 30. NEVER REDESIGN AGAIN. THINK ABOUT THAT. @mark_f @digistrategist • #intelcontent
  • 31. A framework for optimization @mark_f @digistrategist • #intelcontent
  • 32. @mark_f @digistrategist • #intelcontent 1. Headline & Customer Logo • Top level benefit/result of engagement with BMC • Customer Logo 2. “At a glance” data points • Up to 4 key statistics that communicate either benefits/outcomes of the customer’s engagement with BMC or key stats on the customer’s organization 3. Video (if available) or customer quote • Real stories from actual business leaders and user • Focus on benefits and outcomes BMC brought to the business 4. Body b. Challenge • Brief description of the business problem • Can be in sentence format or bullet, may include in-line links to more information c. Solution • Brief description of how the problem was solved through partnership with BMC • Can be in sentence format or bullet, may include in-line links to more information d. Results • Brief description of business impact • Can be in sentence format or bullet, may include in-line links to more information 5. Next steps a. Contact BMC CTA b. Related products • list with links to learn more/try c. Related Resources • White papers/reports/videos related to the challenge (2-3 max) 3 4 2 1 5 Mobile first hierarchy Visitormindset Doesthisrelatetomychallenges?HowcanIlearnmore?Whatarethedetails? 5a 5b 5c 4a 4b 4c Increased content creation efficiencies
  • 33. 10% MORE ORGANIC TRAFFIC (YOY) 50% MORE DATA SHEET DOWNLOADS 200% INCREASE IN TRIAL STARTS 67% INCREASE IN CONTACT ME REQUESTS Overall engagement is up @mark_f @digistrategist • #intelcontent
  • 34. +67% Contact Sales Requests Revenue! +67% Marketing Sourced Pipeline associated with requests = @mark_f @digistrategist • #intelcontent
  • 35. Derek Phillips Director of Content Strategy ISITE Design @digistrategist Mark Fries Principle Strategic Marketing Manager BMC Software @mark_f @mark_f @digistrategist • #intelcontent

Editor's Notes

  1. Inject business goals: Conversion is to get more people to sign p for trials. So…what does the customer need to know or understand to make that commitment
  2. Can we visualize this process or pieces of it?
  3. For BMC.com the main KPI is MSP (Marketing Sourced Pipeline) Our secondary measure is overall conversion rate These are our strategic imperatives: Ensure BMC.com is intuitive and radically simple Make community an essential part of the experience Create a site that works seamlessly across all platforms and devices Evaluate all content to ensure it is helpful, easy to find and access, and adds real value for visitors Make it easy to contact BMC Build a platform for constant evolution & optimization
  4. Prototyping and user testing
  5. Every piece of information is a component with specific direction on its purpose and strategic rationale
  6. Prototyping and user testing
  7. Every piece of information is a component with specific direction on its purpose and strategic rationale
  8. Every piece of information is a component with specific direction on its purpose and strategic rationale
  9. NOTE: Multi-device interaction. Aids multi-tasking—watching TV and researching something for work. Consistent experience across those devices. WE’RE not making decisions on what content is right for what device.
  10. Add back in the MindsetContent model.
  11. Bottom-up: Entering via search, often product-specific (Practitioner) Top-down: Need validation of BMC as an org and strategic value we provide (Strategic)
  12. Influence of semantic mark-up – Coding standards in place now Jeremiah’s mark-up enables the atomization of content—Reference back to prototyping exercise and the influence on this outcome Intelligent content approach is KEY to getting there. Can’t work from PSDs, but with real FED code
  13. Don’t have to break the whole model to test an element CAN test at the component level vs. page level