developing customer centric content · 2013. 10. 5. · example: business website objectives 9 how...

Developing customer

centric content

@Brainrider #WCTO2013

It’s not about you Jimmy!

“But Our Website Has Always Been

About Us, Our Solutions, Our News”

3 @Brainrider #WCTO2013

Visitors want content about what

they want to know…

Übersuggest


In a business context…

aligned to their buying decision.

If your

customer

is asking:

What’s my

problem?

How do I fix

my problem?

Are you

right for me?

They

want:

Education &

Benchmarks

Solution Options &

Product Suitability

Proof Points &

Decision Support

What to

share

with

them:

•Trends

•Benchmarks

•Analyst coverage

•101 Education

•How to guides

•How other people

are solving this

•What is the solution &

how does it work

•Solution comparisons

•Pitfall analysis

•Readiness & suitability

assessments

•How to choose a

vendor

•Pricing

•Bench strength

demonstration

•Case studies

•ROI/TCO

•Working with us

•How to buy


In a consumer context…

aligned to their interests


4 keys

to creating

creating

customer

centric

content

1. Prioritize your objectives

2. Identify what your audience wants to know

3. Organized it to make it more findable

4. Measure your performance


Prioritize your objectives.

Example: business website objectives

9

How many…

Sales Conversion

Meet qualified lead criteria

Signal readiness to buy MQL

Nurturing Prospects

Were active in last 30 days ACTIVE

PROSPECTS

Acquiring Prospects

Identify themselves &

give permission for contact PROSPECTS

Attracting Find you & your expertise VISITORS

&


Example: consumer website objectives

10

How many…

Retaining Returning visitors

Update subscribers

RETURNING VISITORS

Engaging Time on site, PageViews ACTIVE

VISITORS

Attracting Find your content VISITORS


Identify what your audience wants to know.

Profile your audience

• Who are you

talking to?

• Are there specific

groups or

segments?

• Think beyond

demographics to

what they want to

know


Identify what is working today?

• What content do you share today?

• What is it about?

• How do you choose it?

• How is it organized and merchandized?

• Which assets are most engaging?

• What does your audience like about it?

• How can it be further leveraged?


Research what your audience

searches for

• Media

• Blogs

• Search insights

• Competition

• Twitter

• Facebook

• Ask them


And brainstorm with audience experts

• Relevant…

• Practical…

• Useful …

• Entertaining…

• Popular….


Organize your content to make it more findable.

Organize business content by

needs & pains


Organize media content by interests


Measure your performance and iterate.

Measure website engagement

by subject area


Measure content engagement


Measure form conversions:

download, subscribe, etc.


How the end result should look


Example: Berkeley

• Objective:

– get more prepaid card leads

• Audiences:

– business who need prepaid cards

• What they want to know:

– how the process works and what the card design will

look like

• How do we organize to make it more findable:

– Add “How it works” section to the site


Example: Berkeley


Example: Hubwoo

• Objective:

– Get more buyers/sellers into their Business Network

• Audiences:

– B2B commerce buyers and suppliers


– Buyers: how to source/buy/pay smarter

– Sellers: how to market/sell/invoice


– Create categories for those pain points in the nav


Example: Hubwoo


Example: Livingston International

• Objective:

– Generate more leads

• Audiences:

– B2B importers/exporters in various industries


– About the process and how to stay compliant


– Add Resources section to the main nav and reorganize content by services and solutions by industry and business needs


Example: Livingston International


Resources For Better Marketing

For more helpful B2B Marketing content, visit:

Resources: brainrider.info

Articles: brainrider.com/blog

@Brainrider

www.linkedin.com/company/brainrider

[email protected]

Go to Brainrider.com/b2b_cheatsheets

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Free Better Marketing Checklist

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http://brainrider.com/blog


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developing customer centric content · 2013. 10. 5. · example: business website objectives 9 how...

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