Developing Customer-Centric Content: A Better B2B Marketing Clinic June 19, 2012
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Developing Customer-Centric Content:A Better B2B Marketing Clinic
June 19, 2012
Better Content is…
• Driven by objectives• Customer-focused• Demonstrates subject
matter expertise• Supports your programs• Easy to publish & share• Measurable performance
YOUAREHERE
(Your Customer is here)
Better contentis not about you.
Customers Want Content That Helps Them Solve Problems…
…Aligned To Their Decision Making
When 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
Customer-Focused Execution
Checklist For Better Content
Be Customer-Focused
Start with Light Content
Make It Findable
Measure What Works
✔
Start With Light Content
How?• Publish “as-is”
content elsewhere
• Repurpose existing content into light formats
• Curate and share 3rd party content
Why?
• Already approved
• Lower cost
• Less effort
• Faster to produce
• More to measure
• Learn where to invest in heavy content
Publish As-Is Content Elsewhere
Existing Brochure
4 Pages of Relevant & Valuable Subject Matter Expertise • Resource Center• Slideshare• LinkedIn
Asset/Topic Category Format
SOURCE 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
Repurpose Existing Content
Brochure Repurpose
d Into 6 Light
Content Assets
Repurpose Existing Content
Curate & Share 3rd Party Content
Monitor & Cull
Extract & TrackDeploy and Measure Engagement
Checklist For Better Content
Be Customer-Focused
Start with Light Content
Make It Findable
Measure What Works
✔
✔
Optimize for Human AND Machine
Use Keywords In Your Title
Describe why it’s worth reading
Use images and graphics for key concepts
“What Next” CYOA Links
Headers & lists make your copy easy to scan
Better Content Clinic
Be Customer-Focused
Start with Light Content
Make It Findable
Measure What Works
✔
✔
✔
Measure Content Engagement
Gated Downloads
Pages per visit
Avg. Time on Site
Pageviews
Identify Better Performing ContentFor Your Programs
Better Content Clinic
Be Customer-Focused
Start with Light Content
Make It Findable
Measure What Works
✔
✔
✔
✔
Resources For Better B2B Marketing
For more information:
@Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: blog.brainrider.com
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