How to start creating better content in
B2B organisations
October 5th, 2010
New York/London/Glasgow
We are Bourne.
A digit...
A digital agency
not satisfied being
called a digital
agency.
• 3 offices: New York, London, Glasgow
• 45 planners, market...
Client Services /
Planning
•Account Mgmt
•Project Management
•Project Definition
•Research / Insights
•Analytics
•Strategy...
Key stages
Bourne has a comprehensive methodology for
full-scale content strategy management, which
covers:
•Research
•Aud...
An introduction to content strategy
The way customers consume
your brand has changed.
Customers have always asked hard questions. But now they don’t
always as...
This change has happened
faster, and to a greater extent
than most businesses realise.
Customer expectations are very high...
This means that Content has a
very big job to do.
Content is now branding.
Fleeting encounters with ads and straplines don’t make brands any
more. Deep analysis and interro...
And it’s definitely sales.
So much of the sale process happens before you ever meet your
customer. B2B buyers often arrive...
But, this presents a
problem.
Most businesses are not prepared for marketing in
this environment.
They don’t work like thi...
This problem has been
ignored for some time now.
*• Thought leadership
• CRM
• 1:1 marketing
• Personalisation
• Micro-seg...
People Structure Process Tech
Developing content as a strategic business asset is about
more than just content. And, in th...
However, getting started
doesn’t need to be complex.
• Create content for human consumption
• Think outside the context of...
Create content for human consumption.
Whatever you sell, It
exists in a wider
context.
This includes but is not limited to People,
Politics, Bosses, Complexity,...
Less you, more them.
What job does your content
need to do.
It puts a face to your name
It motivates
It reassures
It creates expert status
It d...
What job does your content
need to do.
It puts a face to your name
It motivates
It reassures
It creates expert status
It d...
An OK persona
John is the IT Director of Data Centre
Management of Apex International Bank.
He’s 43. He manages 172 staff ...
A better persona
John is the IT Director of Data Centre Management of Apex
International Bank.
He’s facing pressure to pla...
Focus on creating human
focused personas.
Think about the personal challenges your buyers face
Think about their risks, an...
Think outside of the context of what you sell
Are you making things simple for
your customers and prospects
through your content?
Stop Trying to Delight Your Customers:...
User support
Rollouts
Training
User/customer adoption
Internal marketing
Support
Before After
Idea generation
Business cas...
7 places to look in your office
outside of the marketing team.
1. Sales
2. Product experts
3. Customer service staff
4. Re...
But, you really need to get out
of the office.
1.Surveys and short polls
2.Focus groups and customer interviews
3.Online p...
There are tools you can use
to capture and manage this
information.
Capture:
- Content Audit
- Customer Personas
- Custome...
Start to think like a publisher
• Brands that are online are publishers and
they must act like it
• Publishers develop themes and create
stories. Then the...
DDaily
W
M
Q
Weekly
Monthly
Quarterly
Tweets Short Press
Releases
New Blog Post New News Articles
Webinar
(Tactical)
Big W...
Invest in developing content
as a strategic business asset:
Recruit or develop a content strategy
role in your organisatio...
Focus content under a long term theme
Build metrics and value around content
Content strategy moves from
treating content as a project
phase to treating it as a
strategic business asset
Like any asse...
Can you measure how big the shift in the
importance of content is in your organisation?
• Build in Dashboard management
approach
• Build in metrics that focus on
engagement (repeat usage and
exposure)
• Build i...
• Track and measure the businesses
ability to do online marketing
• Track development and progress
of content as an asset ...
£100,000 Display ad spend
3 million impressions
60,000 clicks (0.02%)
24,000 customers beyond the home page (60% bounce ra...
Content is finally getting onto the radar of B2B
organisations.
Summary
By all means, build a long-term 360 degree
approach to content. However, start with the
basics…
• Create content for human...
Chad Butz
Planning Director
cbutz@wearebourne.com
+44(0) 781 775 4015
Holly Mander
Global Account Director
hmander@wearebo...
Any questions?
Speak soon.
New York/London/Glasgow
How to start creating better content in large b2b organisations
How to start creating better content in large b2b organisations
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How to start creating better content in large b2b organisations

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How to start creating better content in large b2b organisations

  1. 1. How to start creating better content in B2B organisations October 5th, 2010 New York/London/Glasgow We are Bourne. A digital agency not satisfied being called a digital agency.
  2. 2. A digital agency not satisfied being called a digital agency. • 3 offices: New York, London, Glasgow • 45 planners, marketers, creatives, technical developers, writers, and project managers • Delivering work in over 25 languages • Providing strategic planning guidance and operational excellence across all digital channels • Specialising in making digital marketing fast, flexible and effective • www.wearebourne.com • Twitter: @wearebourne
  3. 3. Client Services / Planning •Account Mgmt •Project Management •Project Definition •Research / Insights •Analytics •Strategy Acquisition •Online Marketing •Data Planning •E-mail Marketing •SMS & Mobile Content Development •Content Strategy •Content Research •Copywriting •Translation & Localisation Technical Development •Content Management •E-commerce •Database Development •Intranets / Extranets •System Integration •Hosting Creative Design •Websites / Micro-sites •E-mail Marketing •Landing Pages •Online Advertising •3D Modelling •Video Post Production •Illustration Front End Development •Information architecture •Usability •HTML/CSS •Flash & ActionScript •Accessibility •Game Development
  4. 4. Key stages Bourne has a comprehensive methodology for full-scale content strategy management, which covers: •Research •Audit •Planning •Content creation •Build and deploy across key touch point and channels •Test/Measurement/Optimisation The key is looking at this as a cycle of activity that works continually across business objectives rather than a on-off sequential process. Building a long-term content strategy approach
  5. 5. An introduction to content strategy
  6. 6. The way customers consume your brand has changed. Customers have always asked hard questions. But now they don’t always ask you directly. At least not in the beginning stages. And then when they do, they just want to find the answers. Now. And more often than not, this happens online.
  7. 7. This change has happened faster, and to a greater extent than most businesses realise. Customer expectations are very high. They don’t simply trust a few advertising headlines any longer. Brands are now read, viewed, heard, experienced, sampled, used, poked and prodded, and laid open to public trial and judgement in a wide variety of channels; not all of which you control.
  8. 8. This means that Content has a very big job to do.
  9. 9. Content is now branding. Fleeting encounters with ads and straplines don’t make brands any more. Deep analysis and interrogation of your business builds brands. And much of this is done via content. So, brand = content.
  10. 10. And it’s definitely sales. So much of the sale process happens before you ever meet your customer. B2B buyers often arrive at a vendor shortlist before making contact with any one of them. Vendors that provide the right information at the right time to help buyers work through the pre- purchase process, are far more likely to make it to the final sales conversation.
  11. 11. But, this presents a problem. Most businesses are not prepared for marketing in this environment. They don’t work like this. They don’t employ the right people for this. They don’t plan marketing and they do not budget for this. For most, content is one-dimensional and the delivery is slow and painful.
  12. 12. This problem has been ignored for some time now. *• Thought leadership • CRM • 1:1 marketing • Personalisation • Micro-segmentation • User experience • Behavioural targeting • Customer lifecycle marketing * Nearly every major online marketing trend/strategy over the last decade has been held back, not by strategy or technology but, by content. • Search engine optimisation • Pay-per-click • Viral marketing • Lead nurturing and marketing automation • Websites • Social media
  13. 13. People Structure Process Tech Developing content as a strategic business asset is about more than just content. And, in the long run you’ll need to address each of these areas.
  14. 14. However, getting started doesn’t need to be complex. • Create content for human consumption • Think outside the context of what you sell • (Start to) Think like a publisher • Focus content around long term themes • Build metrics and value around content
  15. 15. Create content for human consumption.
  16. 16. Whatever you sell, It exists in a wider context. This includes but is not limited to People, Politics, Bosses, Complexity, Budgets, Implementation, Projects, Risk, Competing Priorities, Emotions, Egos, Careers.
  17. 17. Less you, more them.
  18. 18. What job does your content need to do. It puts a face to your name It motivates It reassures It creates expert status It differentiates It manages expectations It builds trust, or breaks it It drives decision making It answers questions
  19. 19. What job does your content need to do. It puts a face to your name It motivates It reassures It creates expert status It differentiates It manages expectations It builds trust, or breaks it It drives decision making It answers questions
  20. 20. An OK persona John is the IT Director of Data Centre Management of Apex International Bank. He’s 43. He manages 172 staff and has a budget of £15 million. John has a degree in Electrical Engineering. He reads Computer Weekly and Scientific Computing World.
  21. 21. A better persona John is the IT Director of Data Centre Management of Apex International Bank. He’s facing pressure to plan and budget the future needs of his IT infrastructure but he struggles to turn the high level business strategy sound bites from senior management into tangible direction for his IT organisation. John spends up to 80% his time and 60% of his budget maintaining existing systems and finding time and resources to innovate is extremely difficult. Furthermore, he’s now been out of formal training for 20 years and pressure is coming from beneath to keep up to do date. Finally, John is being asked to do a number of new things. As the bank grows, he’s being asked to understand customer behaviour, drive innovation behind new product development and help customer services re-engineering.
  22. 22. Focus on creating human focused personas. Think about the personal challenges your buyers face Think about their risks, and how you can mitigate them What do they need to accomplish in their businesses before they can do business with yours? Help them with that! What role do they play in a decision and how does that influence the information they need?
  23. 23. Think outside of the context of what you sell
  24. 24. Are you making things simple for your customers and prospects through your content? Stop Trying to Delight Your Customers: A recent study looked into the roots of customer loyalty: Two critical findings emerged that should affect every company’s customer service strategy. 1.First, delighting customers doesn’t build loyalty; reducing their effort—the work they must do to get their problem solved—does. 2.Second, acting deliberately on this insight can help improve customer service, reduce customer service costs, and decrease customer churn. http://hbr.org/2010/07/stop-trying-to-delight-your-c
  25. 25. User support Rollouts Training User/customer adoption Internal marketing Support Before After Idea generation Business cases ROI calculations Steering committees Procurement processes Budget approvals Peer influence Pro-forma project plans Change management Boards During Company background Standards Certifications Delivery Methodologies Demonstration Proof of credibility 1) Start by looking at all the things your prospect needs to do before they even meet a vendor. 2) Then provide info they need during the transaction beyond the features of your product. 3) Then, help them with the things they need to deal with after the deal is done.
  26. 26. 7 places to look in your office outside of the marketing team. 1. Sales 2. Product experts 3. Customer service staff 4. Research and development 5. Project review meetings 6. Customer complaints 7. Automated content indexing
  27. 27. But, you really need to get out of the office. 1.Surveys and short polls 2.Focus groups and customer interviews 3.Online panels 4.Market research online communities 5.Mystery shopping (both you and competitors)
  28. 28. There are tools you can use to capture and manage this information. Capture: - Content Audit - Customer Personas - Customer Lifecycle - Decision Maker Maps - Data modelling Manage: - Editorial Calendar - Information Architecture - Workflow processes - Publishing Tools - Content Toolkit
  29. 29. Start to think like a publisher
  30. 30. • Brands that are online are publishers and they must act like it • Publishers develop themes and create stories. Then they create editorial schedules that find as many creative ways of talking about that theme as possible. Then they fight to meet their schedules • Staff must be either recruited or trained to facilitate insight and content generation. It must be in their job descriptions. • The fact is that right now, the responsibility for this task is limited to a few – and almost no one else has a vested interest in supporting these people. B2B content strategy demands that business change their behaviour and structure.
  31. 31. DDaily W M Q Weekly Monthly Quarterly Tweets Short Press Releases New Blog Post New News Articles Webinar (Tactical) Big Webinar (Senior Manager) RSS Feed Long Article/News Posts Podcast Research Release Major Whitepaper iPhone App and Updates Mini-Whitepaper (i.e. 5 ways to…) Newsletters Your first editorial calendar doesn’t need to be complicated
  32. 32. Invest in developing content as a strategic business asset: Recruit or develop a content strategy role in your organisation Work with your marketing partner to develop over all content strategy and production methodology Continuously develop a content development toolkit outside of any one project: • Content requirements checklist • Content matrix • Content library • Marketing calendar • Editorial guidelines
  33. 33. Focus content under a long term theme
  34. 34. Build metrics and value around content
  35. 35. Content strategy moves from treating content as a project phase to treating it as a strategic business asset Like any asset, content requires investment, management and nurturing to achieve maximum performance.
  36. 36. Can you measure how big the shift in the importance of content is in your organisation?
  37. 37. • Build in Dashboard management approach • Build in metrics that focus on engagement (repeat usage and exposure) • Build in lead generation metrics • Understand and measure business follow-up to leads generated
  38. 38. • Track and measure the businesses ability to do online marketing • Track development and progress of content as an asset across the business • Track the availability and production of content source material • Track rollout and usage of content, most popular, most effective etc
  39. 39. £100,000 Display ad spend 3 million impressions 60,000 clicks (0.02%) 24,000 customers beyond the home page (60% bounce rate) 240 leads (@1%conversion) Cost-per lead = £416 per lead £100,000 Content Production 166 days x 2 articles = 333 articles 333 pages indexed +666 back links+333 Tweets 599,400 views in 3 months (10 per day) 5999 leads (1% conversion) Cost-per lead = £16.66 per lead Comparing content spend to media.
  40. 40. Content is finally getting onto the radar of B2B organisations.
  41. 41. Summary
  42. 42. By all means, build a long-term 360 degree approach to content. However, start with the basics… • Create content for human consumption • Think outside the context of what you sell • (Start to) Think like a publisher • Focus content around long term themes • Build metrics and value around content
  43. 43. Chad Butz Planning Director cbutz@wearebourne.com +44(0) 781 775 4015 Holly Mander Global Account Director hmander@wearebourne.com +44(0) 7896 259 885 Dan Kersh Managing Director dkersh@wearebourne.com +44(0) 781 775 3803 www.wearebourne.com Twitter: @wearebourne
  44. 44. Any questions? Speak soon. New York/London/Glasgow

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