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