developing customer-centric content: a better b2b marketing clinic
DESCRIPTION
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.TRANSCRIPT
Developing Customer-Centric Content: A Better B2B Marketing Clinic
To make today’s session more practical we are looking at real-life examples from people in this session.
If you are interested in participating in the next clinic or having an offline conversation about your content,
contact me at [email protected]
Better Content is… • Driven by objectives • Customer-focused • Demonstrates subject
matter expertise • Supports your programs • Measurable performance
You Are Here
Better content!is not about !you.
Customers Want Content That Helps Them Solve Problems…
…Aligned To Their Decision Making
If your customer wants to:
Define The Problem
Evaluate Alternatives
Negotiate & Commit
They are looking
for:
Education & Thought Leadership
Solution & Product Suitability
Credentials & Decision Support
Connect With
Them By Sharing Subject Matter
Expertise
• Trends & Statistics
• News & Analyst coverage
• Benchmarks • 101 Education
• Need & Gap Assessments
• Solution comparisons
• Implementation plans
• Product roadmaps
• How to buy • Credentials • Real case-use studies
• ROI/TCO • How to build their business case
Checklist For Better Content
q Be Customer-Focused
q Start with Light Content
q Make It Findable
q Measure What Works
1. Be Customer-Focused
1. Be Customer-Focused
2. Start With Light Content
Light Content • Leverage “as-is”
content • Repurpose
existing content • Use light formats • Curate and share
3rd party content
• Already approved • Lower cost • Less effort • Faster to produce • More to measure
Leverage As-Is Content
Existing Brochure 4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center • Slideshare • LinkedIn
Asset/Topic Category Format SOURCE ASSET: Mobile Resource Management Solutions: DS_MRM_SolutionsBro_FINAL.pdf Managing mobile resources (MRM): 5 pitfalls operators face planning, tracking, routing, & dispatching mobile resources
Route Planning
1-page download
Routing, dispatch, & mobile tracking software: What to look for in an MRM solution
Route Planning
Checklist
Mobile Resource Management: 8 benefits of a comprehensive planning, tracking, routing, & dispatching solution
Performance Management
Resource post
SaaS MRM: The Advantages To A Software as a Service Approach for operations & logistics specialists
Performance Management
Resource post
Logistics and supply chain management: update on mobile technology
Performance Management
Blog post
Logistics software: how to integrate the power of real-time planning and wireless mobile technology
Performance Management
1-page download
Brochure Repurposed Into 6 Light
Content Assets
Repurpose Existing Content
Curate & Share 3rd Party Content
Monitor & Cull
Extract & Track Deploy and Measure Engagement
3. Make It Findable Use Keywords In Your Title
Describe why it’s worth reading
Use images and graphics for key concepts
“What Next” CYOA Links
Headers & lists make your copy easy to scan
4. Measure What Works
Gated Downloads
Pages per visit
Avg. Time on Site
Pageviews
Identify Better Performing Content For Your Programs
Content Engagement Techniques Proprietary Content Sales tool
High Value Content Ask for addi/onal
profile info
Medium Value Content Complete a short form
Low Value Content Open Access (tracked if possible)
Better Content Clinic
q Be Customer-Focused
q Start with Light Content
q Make It Findable
q Measure What Works
Clinic: Atlona.com Value prop: digital audio & video connectivity solutions. Target: Consumer/end-user, professional installers, and commercial solutions • Lots of “About Us” content • Good Support, Product Help, and Case
Study content • Develop more expertise-based
resources for each audience • Centralize and share content assets
throughout the site & social media • Host downloadable files as Content on
Pardot so you can track engagement • Gate higher value resources behind
individual forms to capture depth of engagement & progressively capture info
• Cross-promote between resources
Clinic: outsystems.com Value prop: Help IT departments deliver custom applications that their business users need. Target: IT managers CIOs, Application Managers. • Rich resource center, but hidden • Organize Resources into customer-
relevant categories • Repurpose heavy content into light
assets • Host downloadable files as Content on
Pardot so you can track engagement • Gate higher value resources behind
individual forms to capture depth of engagement & progressively capture info
• Cross-promote between resources
Clinic: NTObjectives.com Value prop: Solve application security challenges. Target: IT security professionals (software, SaaS and services) • Rich resource center (research) & blog • Great content sharing via social media • Blog should be integrated into site for
SEO and cross-linking • Organize Resources and blog posts into
customer-relevant categories • Host downloadable files as Content on
Pardot so you can track engagement • Gate higher value resources behind
individual forms to capture depth of engagement & progressively capture info
• Cross-promote between resources
Clinic: CLCLodging.com Value prop: Leverage the purchasing power of 11 million room nights a year to bring low rates to companies of all sizes. Target: President, CFO, Travel Planners & Ops Managers, Purchasing & Supply Managers, Independent Travelers and Owner-Operators • All top level content is “About You” • Good collection of case studies, could be
more customer needs oriented • Would like to see more needs-based
content (efficiency, service levels, etc.) • Host downloadable files as Content on
Pardot so you can track engagement • Gate higher value resources behind
individual forms to capture depth of engagement & progressively capture info
• Cross-promote between resources
Clinic: paymetric.com Value prop: Eliminate the challenges of accepting electronic payments in your enterprise systems and applications. Target: -- • Rich resource center • Great merchandising of resources
throughout site – homepage, sidebars • Forms are intimidating – collect data
more gradually if possible • Re-purpose heavy content assets into
light, easy-to-find formats • Organize Resources and blog posts into
customer-relevant categories • Host downloadable files as Content on
Pardot so you can track engagement • Cross-promote between resources
Clinic: IVCi.com Value prop: Help organizations collaborate more effectively. Target: -- • Lots of great customer-centric blog
posts, videos,curated 3rd party content • Good job sharing on social media • Needs-based content disconnected from
main website – negative impact on findability & decentralized web presence
• Look for hot topics in your light content as opportunities to create higher value, heavier content assets
• Organize Resources and blog posts into customer-relevant categories
• Host downloadable files as Content on Pardot so you can track engagement
Resources For Better B2B Marketing
For more information: @Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: blog.brainrider.com
Go to brainrider.com/nolin for a Better B2B Marketing Checklist and enter to win a Better B2B Marketing Audit