Engaging content can spell out success for you and your company, ultimately resulting in more leads and more customers by facilitating the buying cycle. Join us as Nolin LeChasseur, Partner of Brainrider, hosts a free clinic that explores in depth the world of developing customer-centric content.
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
B2B Marketing Clinic – Customer-Centric Content Development
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. Resources For Better B2B Marketing
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist
&
Enter your company to win a
$5,000 Better B2B Marketing Audit
Go to Brainrider.com/Nolin
For more helpful B2B Marketing content, visit:
@Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: blog.brainrider.com
3. You Are
Here
Better Content is…
• Driven by objectives
• Customer-focused
• Demonstrates subject
matter expertise
• Supports your programs
• Measurable performance
6. …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
Poll
#1
7. Checklist For Better Content
q Be Customer-
Focused
q Start with
Light Content
q Make It
Findable
q Measure What
Works
10. 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
12. 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
Poll
#3
wireless mobile technology
13. Curate & Share 3rd Party Content
Deploy and Measure Engagement
Extract & Track
Monitor & Cull
Poll
#4
14. 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
15. 4. Measure What Works
Pageviews
Avg.
Time on Site
Pages per visit
Gated
Downloads
Identify Better Performing Content
For Your Programs
Poll
#5
16. Better Content Clinic
q Be Customer-
Focused
q Start with Light
Content
q Make It Findable
q Measure What
Works
17. Clinic: Bell ID (bellid.com) - Andre
Value prop: Lifecycle management
software for smart cards, ID cards, and
mobile devices used in transactions and
identity verification
Target: Financial Institutions, Trusted
Service Managers, Mobile Network
Operators
• Lots of “About Us” content
• Good start on free & gated expertise-
based content under Media section
• Plan, organize and present content by
customer need rather than format
• Repurpose heavy white papers into light
formats like blog posts & 1-pagers
• Improve SEO hygiene to make content
more findable in organic search
• Cross-promote between resources
18. Clinic: lingoport.com - Spencer
Value prop: Help tech companies adapt
their software-based products so that they
may be more effectively localized for
foreign markets
Target: Technology companies selling
software to a global market
• Rich resource center
• Organize Resources into customer-
relevant categories
• Search optimized for keywords, but not
customer needs
• Leverage high-yield light content into
heavier high-value content formats
• Use conditional field logic to
progressively capture additional info
• Cross-promote between resources
19. Q&A
Evaluate your Content, Website, & Programs with our
Free Better B2B Marketing Checklist
&
Enter your company to win a
$5,000 Better B2B Marketing Audit
Go to Brainrider.com/Nolin
For more helpful B2B Marketing content, visit:
@Brainrider
www.linkedin.com/company/brainrider
Resources: brainrider.info
Articles: blog.brainrider.com