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
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
Notes de l'éditeur
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