Building Customer-Centric Content

Create content customers actually engage in

We recently co-hosted a live online clinic with our friends at Pardot sharing Better Practice advice on how to develop customer-centric B2B marketing content. The slides went up on Slideshare right after the live event, and we have added a synced audio track so that you can play back the entire webinar on-demand. Study the Slideshare deck and learn more about what better content means and how it drives measurable performance.

View more webinars and slide decks from Brainrider

Next steps:

Creating engaging content for your customers is no easy task. To learn how Brainrider can develop content that will help you reach your goals, request a proposal now.

Presentation Transcript

Slide 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

Slide 2:  Better content is... [Venn diagram]

  • Driven by objectives
  • Customer-focused
  • Demonstrates subject matter expertise
  • Supports your programs
  • Measurable performance

Slide 3: Better content is not about you! [image]

Slide  4: Customers want content that helps them solve problems… [image]

Slide 5: Aligned to their decision making.

If your customer wants to: Define the problem Evaluate alternatives Negotiate & commit
They are looking for: Education & thought leadership Solutions & 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 demonstrations
  • How to build their business case

Slide 6: Checklist for better content.

  • Be customer-focused
  • Start with light content
  • Make it findable
  • Measure what works

Slide 7: 1. Be customer-focused.

What business are you in? Helping multi-unit retailers improve brand loyalty and advocacy through a better customer experience.
Target
  • Category leading multi-unit retailers
  • $1B+ in revenue, no less than 50 stores
  • Views on customer experience as an organizational priority and has dedicated staff and business policies in place to support it
Needs & Pains
  • How do I leverage social media to improve/manage customer experience?
  • How do I improve customer loyalty?
  • The source of customer experience problems is difficult to diagnose
  • My organization isn't set up to make customer experience
Value proposition For multi-unit retailers who are looking to drive brand loyalty and advocacy, Empathica has the resources and services to help them assess, improve and deliver a superior customer experience at every touch point.
Content Categories
  1. Why implement a customer experience  management program?
  2. What are the best practices for setting up and running a customer experience management program?
  3. How do I build loyalty, advocacy and acquire more customers?
  4. What do I need to consider when choosing a CEM vendor?

Slide 8: 1. Be Customer-Focused. [screenshot]

Slide 9: 2. Start with light content

Light Content:

  • Leverage “as-is” content
  • Repurpose existing content
  • Use light formats
  • Curate and share third-party content

Benefits:

  • Already approved
  • Lower cost
  • Less effort
  • Faster to produce
  • More to measure

Slide 10: Leverage As-Is Content - Existing Brochure. [image]

Four pages of relevant and valuable subject matter expertise.

  • Resource Center
  • SlideShare
  • LinkedIn

Slide 11: Repurpose Existing Content.

Brochure repurposed into 6 light content assets

Asset/Topic Category Format
Managing 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

Slide 12: Curate & Share 3rd Party Content.

  • Deploy and Measure Engagement
  • Exact & Track
  • Monitor & Cull

Slide 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

Slide 14: 4. Measure what works. Identify better performing content for your programs. [graph]

Slide 15: Content Engagement Techniques. [diagram]

    1. Proprietary Content
      • Sales tool
    1. High Value Content
      • Ask for additional profile info
    1. Medium Value Content
      • Complete a short form

 

  1. Low Value Content
    • Open access (tracked if possible)

Slide 16: Better Content Clinic.

  • Be Customer-Focused
  • Start with Light Content
  • Make it Findable
  • Measure What Works

Slide 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

Slide 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

Slide 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 sand 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

Slide 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

Slide 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
  • Repurpose 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
  • Gate higher value resources behind individual forms to capture depth of engagement & progressively capture info
  • Cross-promote between resources

Slide 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
  • Gate higher value resources behind individual forms to capture depth of engagement & progressively capture info

Slide 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