pardot elevate 2011 (slides): developing customer-centric content (by brainrider)

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.

Let’s Define Better…

• Driven by objectives• Customer-focused• Demonstrating Subject

Matter Expertise• Supporting your programs• Measuring performance

You AreHere

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 TheProblem

EvaluateAlternatives

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

Be Customer-Focused

Start with Light Content

Make It Findable

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 Brochure4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center• Slideshare• LinkedIn

Asset/Topic Category FormatSOURCE ASSET: Mobile Resource Management Solutions: DS_MRM_SolutionsBro_FINAL.pdfManaging 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 & TrackDeploy and Measure Engagement

3. Make It FindableUse Keywords In Your Title

Describe why it’s worth reading

Use images and graphics for key concepts

For More Information Links

Headers & lists make your copy scan-able

4. Measure What Works

Gated Downloads

Pages per visit

Avg. Time on Site

Pageviews

Identify Better Performing Content For Your Programs

Better Content Clinic

Be Customer-Focused

Start with Light Content

Make It Findable

Measure What Works

Clinic: Pointclear.com

Navigation by customer need is smart “developing prospects”Feature more resources on home pageCarousel is flash – no SEODedicated resource centerResources organized by formatNo featured resources on resource center homepageSidebar offers limited “for more information” featured contentContent titles are customer-focusedNeed keyword-rich descriptions, excerpts & thumbnailsNeeds 5-10X more content to drive better SEO, showcase subject matter expertise, and maximize opt-in

GoGrid

Resources For Better B2B Marketing

For more information:twitter.com/brainrider

www.linkedin.com/company/brainrider

brainrider.info

blog.brainrider.com

Go to brainrider.com/elevate to get a free better B2B marketing checklist and enter to win a full marketing audit