Engaging content - the cornerstone of your marketing efforts, right? Whether it's websites, white papers or press releases - you want prospects to find your marketing content findable, relevant, and valuable. Learn how the right content will ultimately result in more leads and more customers by facilitating the buying cycle.

1. Developing Customer-Centric Content:
A Better B2B Marketing Clinic
To make today’s session more practical we are looking at
real-life examples from people in this session.
If you are interested in participating in the next clinic
or having an offline conversation about your content,
contact me at nolin@brainrider.com

2. You Are
Here
Better Content is…
• Driven by objectives
• Customer-focused
• Demonstrates subject
matter expertise
• Supports your programs
• Measurable performance

3. Better content!
is not about !
you.

4. Customers Want Content That
Helps Them Solve Problems…

5. …Aligned To Their Decision Making
If your
Define The Evaluate Negotiate
customer
wants to: Problem Alternatives & Commit
They are Education Solution Credentials &
looking & Thought & Product Decision
for: Leadership Suitability Support
• Need & Gap • How to buy
Connect • Trends & Assessments • Credentials
With Statistics • Solution • Real case-use
Them By • News & Analyst comparisons studies
Sharing coverage
Subject • Implementation • ROI/TCO
• Benchmarks plans • How to build
Matter
Expertise • 101 Education • Product their business
roadmaps case

6. Checklist For Better Content
q Be Customer-
Focused
q Start with
Light Content
q Make It
Findable
q Measure What
Works

7. 1. Be Customer-Focused

8. 1. Be Customer-Focused

9. 2. Start With Light Content
Light Content
• Leverage “as-is” • Already approved
content • Lower cost
• Repurpose • Less effort
existing content
• Faster to produce
• Use light formats
• More to measure
• Curate and share
3rd party content

10. Leverage As-Is Content
Existing
Brochure
4 Pages of
Relevant &
Valuable Subject
Matter Expertise
• Resource Center
• Slideshare
• LinkedIn

11. Repurpose Existing Content
Asset/Topic Category Format
SOURCE ASSET: Mobile Resource Management Solutions:
DS_MRM_SolutionsBro_FINAL.pdf
Managing mobile resources (MRM): 5 Route 1-page
pitfalls operators face planning, Planning download
tracking, routing, & dispatching mobile
Brochure resources
Routing, dispatch, & mobile tracking Route Checklist
Repurposed software: What to look for in an MRM Planning
Into 6 Light solution
Mobile Resource Management: 8 Performance Resource
Content benefits of a comprehensive planning, Management post
tracking, routing, & dispatching
Assets solution
SaaS MRM: The Advantages To A Performance Resource
Software as a Service Approach for Management post
operations & logistics specialists
Logistics and supply chain Performance Blog post
management: update on mobile Management
technology
Logistics software: how to integrate the Performance 1-page
power of real-time planning and Management download
wireless mobile technology

12. Curate & Share 3rd Party Content
Deploy and Measure Engagement
Extract & Track
Monitor & Cull

13. 3. Make It Findable
Use Keywords In Your Title
Describe why it’s worth
reading
Use images and
graphics for key
concepts
Headers & lists make
your copy easy to scan
“What Next” CYOA Links

14. 4. Measure What Works
Pageviews
Avg.
Time on Site
Pages per visit
Gated
Downloads
Identify Better Performing Content
For Your Programs

15. Content Engagement Techniques
Proprietary
Content
Sales
tool
High
Value
Content
Ask
for
addi/onal
profile
info
Medium
Value
Content
Complete
a
short
form
Low
Value
Content
Open
Access
(tracked
if
possible)

16. Better Content Clinic
q Be Customer-
Focused
q Start with Light
Content
q Make It Findable
q Measure What
Works

17. Clinic: Atlona.com
Value prop: digital audio & video
connectivity solutions.
Target: Consumer/end-user, professional
installers, and commercial solutions
• Lots of “About Us” content
• Good Support, Product Help, and Case
Study content
• Develop more expertise-based
resources for each audience
• Centralize and share content assets
throughout the site & social media
• Host downloadable files as Content on
Pardot so you can track engagement
• Gate higher value resources behind
individual forms to capture depth of
engagement & progressively capture info
• Cross-promote between resources

18. Clinic: outsystems.com
Value prop: Help IT departments deliver
custom applications that their business
users need.
Target: IT managers CIOs, Application
Managers.
• Rich resource center, but hidden
• Organize Resources into customer-
relevant categories
• Repurpose heavy content into light
assets
• Host downloadable files as Content on
Pardot so you can track engagement
• Gate higher value resources behind
individual forms to capture depth of
engagement & progressively capture info
• Cross-promote between resources

19. Clinic: NTObjectives.com
Value prop: Solve application security
challenges.
Target: IT security professionals
(software, SaaS and services)
• Rich resource center (research) & blog
• Great content sharing via social media
• Blog should be integrated into site for
SEO and cross-linking
• Organize Resources and blog posts into
customer-relevant categories
• Host downloadable files as Content on
Pardot so you can track engagement
• Gate higher value resources behind
individual forms to capture depth of
engagement & progressively capture info
• Cross-promote between resources

20. Clinic: CLCLodging.com
Value prop: Leverage the purchasing
power of 11 million room nights a year to
bring low rates to companies of all sizes.
Target: President, CFO, Travel Planners &
Ops Managers, Purchasing & Supply
Managers, Independent Travelers and
Owner-Operators
• All top level content is “About You”
• Good collection of case studies, could be
more customer needs oriented
• Would like to see more needs-based
content (efficiency, service levels, etc.)
• Host downloadable files as Content on
Pardot so you can track engagement
• Gate higher value resources behind
individual forms to capture depth of
engagement & progressively capture info
• Cross-promote between resources

21. Clinic: paymetric.com
Value prop: Eliminate the challenges of
accepting electronic payments in your
enterprise systems and applications.
Target: --
• Rich resource center
• Great merchandising of resources
throughout site – homepage, sidebars
• Forms are intimidating – collect data
more gradually if possible
• Re-purpose heavy content assets into
light, easy-to-find formats
• Organize Resources and blog posts into
customer-relevant categories
• Host downloadable files as Content on
Pardot so you can track engagement
• Cross-promote between resources

22. Clinic: IVCi.com
Value prop: Help organizations
collaborate more effectively.
Target: --
• Lots of great customer-centric blog
posts, videos,curated 3rd party content
• Good job sharing on social media
• Needs-based content disconnected from
main website – negative impact on
findability & decentralized web presence
• Look for hot topics in your light content
as opportunities to create higher value,
heavier content assets
• Organize Resources and blog posts into
customer-relevant categories
• Host downloadable files as Content on
Pardot so you can track engagement

23. Resources For Better B2B Marketing
Go to brainrider.com/nolin for a
Better B2B Marketing Checklist
and enter to win a
Better B2B Marketing Audit
For more information:
@Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: blog.brainrider.com