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.

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Page 1: 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.

Page 2: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

Let’s Define Better…

• Driven by objectives• Customer-focused• Demonstrating Subject

Matter Expertise• Supporting your programs• Measuring performance

You AreHere

Page 3: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

Better content is not about you

Page 4: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

Customers Want Content That Helps Them Solve Problems

Page 5: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

…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

Page 6: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

Checklist For Better Content

Be Customer-Focused

Start with Light Content

Make It Findable

Measure What Works

Page 7: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

1. Be Customer-Focused

Page 8: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

1. Be Customer-Focused

Page 9: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

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

Page 10: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

Leverage As-Is Content

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

Page 11: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

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

Page 12: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

Curate & Share 3rd Party Content

Monitor & Cull

Extract & TrackDeploy and Measure Engagement

Page 13: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

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

Page 14: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

4. Measure What Works

Gated Downloads

Pages per visit

Avg. Time on Site

Pageviews

Identify Better Performing Content For Your Programs

Page 15: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

Better Content Clinic

Be Customer-Focused

Start with Light Content

Make It Findable

Measure What Works

Page 16: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

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

Page 17: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

GoGrid

Page 18: Pardot Elevate 2011 (slides): Developing Customer-centric Content (by Brainrider)

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