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Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)
The document discusses developing customer-centric content for B2B marketing. It recommends being focused on customers, starting with light content like repurposing existing materials, making content findable through keywords and visuals, and measuring what content performs best. The document then provides an example clinic for a company's website, pointing out opportunities to improve navigation by customer needs, adding more resources and making them easily accessible, and increasing content quantity and quality.
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Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)
- 1. Developing Customer-Centric Content: A Better B2B Marketing Clinic To make today’s session more practical we are looking for real-life examples from people in this room. If you are interested in participating in the clinic please give us your business card.
- 2. You Are Let’s Define Here Better… • Driven by objectives • Customer-focused • Demonstrating Subject Matter Expertise • Supporting your programs • Measuring performance
- 3. Better content isnot about you
- 4. Customers Want ContentThat Helps Them Solve Problems
- 5. …Aligned To TheirDecision Making If your Define The Evaluate Negotiate customer wants to: Problem Alternatives & Commit They are Education Solution Credentials & looking & Thought & Product Decision for: Leadership Suitability Support • Need & Gap • How to buy Connect • Trends & Assessments • Credentials With Statistics • Solution • Real case-use Them By • News & Analyst comparisons studies Sharing coverage Subject • Implementation • ROI/TCO Matter • Benchmarks plans • How to build Expertise • 101 Education • Product their business roadmaps case
- 6. Checklist For BetterContent Be Customer- Focused Start with Light Content Make It Findable Measure What Works
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- 9. 2. Start WithLight Content Light Content • Leverage “as is” • Already approved content • Lower cost • Repurpose existing • Less effort content • Faster to produce • Use light formats • More to measure • Curate and share 3rd party content
- 10. Leverage As-Is Content Existing Brochure 4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center • Slideshare • LinkedIn
- 11. Repurpose Existing Content Asset/Topic Category Format SOURCE ASSET: Mobile Resource Management Solutions: DS_MRM_SolutionsBro_FINAL.pdf Managing mobile resources (MRM): 5 Route Planning 1-page pitfalls operators face planning, tracking, download routing, & dispatching mobile resources Routing, dispatch, & mobile tracking Route Planning Checklist Brochure software: What to look for in an MRM Repurposed solution Into 6 Light Mobile Resource Management: 8 Performance Resource benefits of a comprehensive planning, Management post Content Assets tracking, routing, & dispatching solution SaaS MRM: The Advantages To A Performance Resource Software as a Service Approach for Management post operations & logistics specialists Logistics and supply chain management: Performance Blog post update on mobile technology Management Logistics software: how to integrate the Performance 1-page power of real-time planning and wireless Management download mobile technology
- 12. Curate & Share3rd Party Content Deploy and Measure Engagement Extract & Track Monitor & Cull
- 13. 3. Make ItFindable Use Keywords In Your Title Describe why it’s worth reading Use images and graphics for key concepts Headers & lists make your copy scan-able For More Information Links
- 14. 4. Measure WhatWorks Pageviews Avg. Time on Site Pages per visit Gated Downloads Identify Better Performing Content For Your Programs
- 15. Better Content Clinic Be Customer- Focused Start with Light Content Make It Findable Measure What Works
- 16. Clinic: Pointclear.com Navigation by customer need is smart “developing prospects” Feature more resources on home page Carousel is flash – no SEO Dedicated resource center Resources organized by format No featured resources on resource center homepage Sidebar offers limited “for more information” featured content Content titles are customer-focused Need keyword-rich descriptions, excerpts & thumbnails Needs 5-10X more content to drive better SEO, showcase subject matter expertise, and maximize opt-in
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- 18. Resources For BetterB2B Marketing Go to brainrider.com/elevateto get a free better B2B marketing checklist and enter to win a full marketing audit For more information: twitter.com/brainrider www.linkedin.com/company/brainrider brainrider.info blog.brainrider.com
Editor's Notes
- #2 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.
- #3 Let’s define better
- #4 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!
- #5 Practical content, described in their words, and useful information as they go through the stages in their decision making process.
- #6 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.
- #7 We have 4 better content practices we want to share today.
- #8 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
- #9 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
- #10 Light content is a terrific way to initially populate a resource center and to keep it fresh.
- #11 Developed for one purpose –sales collateral – but also valuable in other channels
- #12 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.
- #13 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.
- #14 You have invested in developing your content.Make sure it is easily findable
- #15 Measure contentfindability and engagement to identify content gaps and opportunities.
- #16 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