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Better B2B Content - Pardot Presentation Nov 15
1. 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.
2. You Are Let’s Define
Here
Better…
• Driven by objectives
• Customer-focused
• Demonstrating Subject
Matter Expertise
• Supporting your programs
• Measuring performance
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
Matter • Benchmarks plans • How to build
Expertise • 101 Education • Product their business
roadmaps case
6. Checklist For Better Content
Be Customer-
Focused
Start with
Light Content
Make It
Findable
Measure What
Works
9. 2. Start With Light Content
Light Content
• Leverage “as is” • Already approved
content • Lower cost
• Repurpose existing • Less effort
content
• Faster to produce
• Use light formats
• More to measure
• Curate and share
3rd party content
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 Planning 1-page
pitfalls operators face planning, tracking, download
routing, & dispatching mobile resources
Routing, dispatch, & mobile tracking Route Planning Checklist
Brochure software: What to look for in an MRM
Repurposed solution
Into 6 Light Mobile Resource Management: 8 Performance Resource
benefits of a comprehensive planning, Management post
Content Assets tracking, routing, & dispatching solution
SaaS MRM: The Advantages To A Performance Resource
Software as a Service Approach for Management post
operations & logistics specialists
Logistics and supply chain management: Performance Blog post
update on mobile technology Management
Logistics software: how to integrate the Performance 1-page
power of real-time planning and wireless Management download
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 scan-able
For More Information Links
14. 4. Measure What Works
Pageviews
Avg.
Time on Site
Pages per visit
Gated
Downloads
Identify Better Performing Content For Your Programs
15. Better Content Clinic
Be Customer-
Focused
Start with Light
Content
Make It Findable
Measure What
Works
16. Clinic: Pointclear.com
Navigation by customer need is smart
“developing prospects”
Feature more resources on home page
Carousel is flash – no SEO
Dedicated resource center
Resources organized by format
No featured resources on resource center
homepage
Sidebar offers limited “for more
information” featured content
Content titles are customer-focused
Need keyword-rich descriptions, excerpts
& thumbnails
Needs 5-10X more content to drive better
SEO, showcase subject matter expertise,
and maximize opt-in
17. Resources For Better B2B Marketing
Go to brainrider.com/elevate to get a free
better B2B marketing checklist and enter
to win a full marketing audit
For more information:
twitter.com/brainrider
www.linkedin.com/company/brainrider
brainrider.info
blog.brainrider.com
Hinweis der Redaktion
Before I start I want to understand your needs in interests in the room. Who in the room is regularly creating content?Who has enough content to fuel your marketing programs?What are some of the content challenges you are facing?Today’s session takes what we do with clients over a 12 week engagement and distills it into some practical advice for you.To make the session even more practical we will take a look at some real life examples and with you help demonstrate how to get to better content.
Let’s define better
You are already very good at talking about yourself with credentials, product info, about us.To double check just look at your site navigation. It likely includes “our products”, “our services”, “about us”, “our news”.And customers appreciate it because you are a pretty cute kid.But as we talked about last year at elevate 2010 it is not just about you, it is about what your customers want.Think of the cocktail party guest who only talks about himself. He is never that interesting!
Practical content, described in their words, and useful information as they go through the stages in their decision making process.
Aligned to the stages in their decision making process from defining the problem or opportunity, to evaluating alternatives, to negotiating and committing to a decision.
We have 4 better content practices we want to share today.
Being customer-focused takes discipline.We recommend using a simple framework like this one to get there.Who is your target audience?What are their needs & pains?Which needs & pains can you help with?Group into 4-6 categories to organize and guide your contentUse those categories to categorize your resource center and blog
Being customer-focused takes discipline.We recommend using a simple framework like this one to get there.Who is your target audience?What are their needs & pains?Which needs & pains can you help with?Group into 4-6 categories to organize and guide your contentUse those categories to categorize your resource center and blog
Light content is a terrific way to initially populate a resource center and to keep it fresh.
Developed for one purpose –sales collateral – but also valuable in other channels
Extract individual topics as separate content assets. More focused content makes it more findable, relevant, and useful.When was the last time your read a 12 page white paper from start to finish. Real customer behaviour skims documents looking for the subject they are interested in.Publish your repurposed content in light formats like posts, checklists, 1-pagers.
Curation gives several advantages.Sharing 3rd party heavy content delivers value and often extends a brand halo to your resource center.Light 3rd party content allows you to rapidly test topics and keywords.
You have invested in developing your content.Make sure it is easily findable
Measure contentfindability and engagement to identify content gaps and opportunities.
Be customer focused1. Using customer language to describe your content2. Using customer needs and pains to organize your content3. Don’t only organize by format. Your customer is not looking for a PDF they are looking for the answer to their need-are you using a content strategy-not using customer needs and pains to organize your content see resource categories and blog categories-build category pagesFindable1. Content merchanzing on key pages (home page, resource center home page, blog, and sidebars)2. Titles, descriptions, and For More Information-place links to most valuableresources on home page-make sure your carousel is SEO friendly (not flash)Light formats1. Break up your heavy content to expose valuable single topics-put “as is” content and blog posts into resource centerMeasuring results and planning -aks yourself if you are featuring content that is working