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BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,

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BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,

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BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,

  1. 1. BMC Case Study How to take a content-first approach and measure the success of your content strategy Mark Fries Principle Strategic Marketing Manager, BMC Software @mark_f Derek Phillips Director of Content Strategy, ISITE Design @digistrategist @mark_f @digistrategist • #intelcontent
  2. 2. AGENDA ① Where We Were ② What We Did ③ How It’s Working @mark_f @digistrategist • #intelcontent
  3. 3. 1 Where We Were @mark_f @digistrategist • #intelcontent
  4. 4. The Five Challenges ① Inconsistent representation of the brand story ② Too product-centric, not reflecting customer needs ③ Cumbersome and overwhelming UX ④ Lacking content direction ⑤ Needed scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  5. 5. Inconsistent representation of the brand story @mark_f @digistrategist • #intelcontent
  6. 6. Too product-specific, not reflective of customer needs @mark_f @digistrategist • #intelcontent
  7. 7. Cumbersome and overwhelming UX @mark_f @digistrategist • #intelcontent
  8. 8. Lacking content direction and governance @mark_f @digistrategist • #intelcontent
  9. 9. • 200+ products • 5 separate business units • Moving to centralized content management and editing • New commitment to testing and optimization • Plans to expand global footprint Needed scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  10. 10. 2 What We Did @mark_f @digistrategist • #intelcontent
  11. 11. The Five Approaches ① Defined specific business goals and aligned them to touchpoints ② Defined the customer needs ③ Aligned pages to personas ④ Defined the content components: think modular ⑤ Mobile first, mobile always @mark_f @digistrategist • #intelcontent
  12. 12. Defined specific business goals and aligned them to touchpoints We asked the questions: • What is the purpose of this page to our business? • What are the KPIs we’re measuring? • What is the primary call to action? • More importantly: What role is it targeting? Strategic vs. Functional @mark_f @digistrategist • #intelcontent
  13. 13. DEFINING SPECIFIC NEEDS AND IDENTIFYING CONTENT TO MEET THEM ENABLED OUR MODULAR APPROACH @mark_f @digistrategist • #intelcontent
  14. 14. Defined the customer needs We made some assumptions and then tested them with customers. Assumptions Prototype & Test Adjust Some key insights learned: • Users commonly have specific products in mind, or a specific functional need • Users prefer functional categories • Product/solution features preferred to high-level benefit statements • Data sheets are a highly valued content asset @mark_f @digistrategist • #intelcontent
  15. 15. Aligned pages to profiles @mark_f @digistrategist • #intelcontent
  16. 16. Defined the content components @mark_f @digistrategist • #intelcontent
  17. 17. Designed in the browser Some key benefits: • Working with real content to better inform design • Could see the mobile experience and break points • Foundational FED mark-up sped up development time Jumping quickly to building a site, vs. building pictures of sites @mark_f @digistrategist • #intelcontent
  18. 18. Strategy applied to the copy Translated to copy decks to speed production and ensure alignment. @mark_f @digistrategist • #intelcontent
  19. 19. Reused the content components Think modular… @mark_f @digistrategist • #intelcontent
  20. 20. Mobile first, mobile always Concise Actionable Focused on task completion Contextual @mark_f @digistrategist • #intelcontent
  21. 21. Mobile first, mobile always Also made defining hierarchy easier • Lead with most important • Stack in order • Provide paths @mark_f @digistrategist • #intelcontent
  22. 22. LET’S CIRCLE BACK ON A FEW KEY CHALLENGES @mark_f @digistrategist • #intelcontent
  23. 23. The Three Specific Challenges ① Streamlined and intuitive UX ② Comprehensive content direction and governance ③ Scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  24. 24. Bottom-up experience: Ensuring visitors entering directly on product/solutions pages (most visitors) are given appropriate context and options to continue engaging Streamlined and intuitive UX Top-down experience: Giving visitors who enter on home page or category level pages simple choices to disambiguate our offerings @mark_f @digistrategist • #intelcontent
  25. 25. We have a clear POV and strategy behind how our site is constructed • Makes conversations with the business easier • Eases optimization since learnings in one area can be deployed in multiple places Comprehensive content direction and governance @mark_f @digistrategist • #intelcontent
  26. 26. Remember this? Scalable technology and infrastructure The Intelligent Content Approach was key to our getting there: • Atomized the content • Established coding standards • Enabled utility of the CMS • Proved the design worked @mark_f @digistrategist • #intelcontent
  27. 27. 3 How It’s Working @mark_f @digistrategist • #intelcontent
  28. 28. The Four Big Payoffs ① A framework for optimization ② Increased content creation efficiencies ③ Overall engagement is up ④ Contacts – UP! (And that means money) @mark_f @digistrategist • #intelcontent
  29. 29. Our goal with optimization: never “redesign” again • Highly structured infrastructure makes it possible to get experiments up and running quickly anywhere • Findings from experiments can easily roll out across the site A framework for optimization @mark_f @digistrategist • #intelcontent
  30. 30. NEVER REDESIGN AGAIN. THINK ABOUT THAT. @mark_f @digistrategist • #intelcontent
  31. 31. A framework for optimization @mark_f @digistrategist • #intelcontent
  32. 32. @mark_f @digistrategist • #intelcontent 1. Headline & Customer Logo • Top level benefit/result of engagement with BMC • Customer Logo 2. “At a glance” data points • Up to 4 key statistics that communicate either benefits/outcomes of the customer’s engagement with BMC or key stats on the customer’s organization 3. Video (if available) or customer quote • Real stories from actual business leaders and user • Focus on benefits and outcomes BMC brought to the business 4. Body b. Challenge • Brief description of the business problem • Can be in sentence format or bullet, may include in-line links to more information c. Solution • Brief description of how the problem was solved through partnership with BMC • Can be in sentence format or bullet, may include in-line links to more information d. Results • Brief description of business impact • Can be in sentence format or bullet, may include in-line links to more information 5. Next steps a. Contact BMC CTA b. Related products • list with links to learn more/try c. Related Resources • White papers/reports/videos related to the challenge (2-3 max) 3 4 2 1 5 Mobile first hierarchy Visitormindset Doesthisrelatetomychallenges?HowcanIlearnmore?Whatarethedetails? 5a 5b 5c 4a 4b 4c Increased content creation efficiencies
  33. 33. 10% MORE ORGANIC TRAFFIC (YOY) 50% MORE DATA SHEET DOWNLOADS 200% INCREASE IN TRIAL STARTS 67% INCREASE IN CONTACT ME REQUESTS Overall engagement is up @mark_f @digistrategist • #intelcontent
  34. 34. +67% Contact Sales Requests Revenue! +67% Marketing Sourced Pipeline associated with requests = @mark_f @digistrategist • #intelcontent
  35. 35. Derek Phillips Director of Content Strategy ISITE Design @digistrategist Mark Fries Principle Strategic Marketing Manager BMC Software @mark_f @mark_f @digistrategist • #intelcontent

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