Best Practices And Next Gen Formats: Supercharging Web Content Performance

Best Practices and
Next-Gen Formats:
Supercharging
Content Performance
Phyllis Davidson
Research Director
@PhyllisMusings
Content2Conversion
February 23, 2017

#B2BMX
Why Cat Videos Kept Me Up at Night

SiriusPerspective:
© 2017 SiriusDecisions. All Rights Reserved 3
Why Your Web Site Is So Important
Web content strategy becomes critical as pre-purchase, purchase
and post-purchase experiences become increasingly digital.
67%
Percentage of the buyer’s journey
that is now completed digitally
@PhyllisMusings

Web Site
Email
SEO
Social
Media
SEM
Analyst
Relations
Public
Relations
Events
Tele
Direct Mail
Ads
Retargeting
Content
Syndication
The corporate
Web site is the
home base
for digital
engagement
© 2017 SiriusDecisions. All Rights Reserved @PhyllisMusings

Common B-to-B Web Site Challenges
• Key issues
• Many Web sites are virtual brochureware designed to support the selling
process instead of the buying process
• Often, no content strategy informs site design and architecture or
content development
• Asset chaos – no cohesive understanding of what content assets are on
the site, how they are performing, and how they are supporting
audiences and objectives
• Outdated or underutilized technology and tools – missing basic ”modern
Web experience” functionality or measurement capabilities
@PhyllisMusings

SiriusPerspective:
Goals of Web Content Strategy
The goal of Web content strategy is ultimately to support the delivery
of the right content to the right audience, at the right place, and at the right time.
Everything starts with
audience. All content
must be considered
within the context of
audience.
Right Audience
What are your
audiences’ content
format preferences?
What are their
knowledge
requirements?
Right Content
When is the right
time to deliver
content to the
audience based on
known history and
consumption?
Right Time
Where does your
audience go to
consume content?
What are its
preferred channels?
Right Place
➕ ➕ ➕
@PhyllisMusings

SiriusPerspective:
Web Content Strategy Dependencies
Web content strategy is a derivative strategy that supports business,
go-to-market and product strategy, digital type, content strategy and campaigns.
Web Content Strategy
Campaign FrameworkContent Strategy
Digital Type
Product StrategyGo-to-Market Strategy
Business Strategy
@PhyllisMusings

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@PhyllisMusings

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Audience Prioritization
Digital Content Experience
Messaging Framework
Connecting On- and
Offline
Content Measurement

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Audience Prioritization
How well-defined and prioritized is your audience?

The Web-Specific Value of Audience-Centricity
Organizations that have adopted the SiriusDecisions
Persona Framework have reported:
59% increase in Web visitors
50% increase in Web revenue

SiriusPerspective:
•
The SiriusDecisions Persona Framework
Align the organization around a common understanding of target
buyers and their needs to drive Web site messaging, content and campaigns.
Functional Attributes
Job Role
Common
Titles
Position on
Organizational
Chart
Buying Center Firmagraphics
Emotive Attributes
Initiatives Challenges Buyer Need Lexicon
Decision Process Attributes
Buyer Role Engagement Level Decision Drivers
Behavioral Attributes
Content Asset Types Interaction Types Watering Holes
@PhyllisMusings

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Messaging Framework
Do we have a messaging map that informs our Web site
strategy?

The ROI of Audience-Centric Messaging
“Best-practice demand creation strategy that includes more
personalized and customized messaging built on personas yields 2x
the average sales pipeline. “
- SiriusDecisions
• Engages buyers earlier and more effectively
• Focuses messaging, increases precision of targeting
• Creates shared understanding among marketing, sales and product
• Improves sales productivity

B-to-B Messaging Best Practices
Messaging is too product-centric and sales-oriented.
Product- and solution-level messaging is disconnected from
corporate-umbrella messaging and air-cover campaign themes.
Messaging aligns with audience needs, NOT offerings.
A documented top-to-bottom messaging map and value props
fit together into a logical hierarchy and narrative that resonate
with audiences and support go-to-market strategy.
WORST PRACTICE
BEST PRACTICE

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Digital Content Experience
How well does our content, and the experience of
consuming it, serve goals and audience needs?

The Web Content Format Explosion
Web
Site
Data Sheets
Videos
Infographics
White Papers
E-Books
Webinars
Case Studies Press Releases
Demos
Product Descriptions
Event Promos
Blog Posts
Reviews
Tools

Most Impactful Content Asset Types
Q. What do you recall were the content assets that you or your colleagues
considered meaningful or impactful during each phase of the buyer’s journey?
Source: SiriusDecisions 2015 Buying Study

SiriusPerspective:
Web Content and Approach to Attract and Engage
Attracting and engaging visitors requires searchable content with
both quality and consistency, and optimization through testing and experimentation.
Brand Consistency
Through logo, tagline, tone, etc.
Ungated Content to View/Download
White papers, demos, polling questions
Messaging Consistency
Through tone, value proposition, etc.
Social Sharing/Community
Social content, widgets, links
Up-to-Date Content
Through metadata and tagging
Internal Search
Optimized results
Targeting
An audience segment and/or individual
Testing
Iterative testing and experimentation
@PhyllisMusings

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Connecting on- and offline
How well do we align our target audience experience on-
and offline?

A Metamorphosis
CONTENT Engagement
@PhyllisMusings

The SiriusDecisions Buyer’s Journey Map Framework: Sample Data
Education Solution SelectionBuying Phase
Buying Decision
Stage
Loosen Status
Quo
Commit to
Change
Explore Possible
Solutions
Commit to a
Solution
Justify the
Decision
Make the
Selection
PersonaA
Interaction
Non-
Human
Human
Content
Asset
Type
1. Analyst Report
2. Article/Publication
3. Case Study
4. Sales Presentation
5. Brochure
6. Promotional Video
8. White Paper
9. Case Study
10. No Asset
12. Case Study
13. No Asset
14. Analyst Report
15. Analyst Report
17. No Asset
Delivery
Channel
1. Landing Page
2. Web Site
3. Email
4. Sales Call
5. Event
6. YouTube
7. Sales Call
8. Sales Call
9. Sales Call
10. Reference Call
11. Sales Call
12. Reference Call
13. No Asset
14. Sales Call
15. Sales Call
16. Sales Call
17. No Asset
Engagement
Presence
Authority
6
Customer
Reference
(Vendor)
Customer
Service Rep
Product
Manager
Sales
Rep
Sales
Rep
Explore
YouTube
1
Peer
Networking
Event
Explore
Web Site
Live
Vendor
Webinar Sales
Rep
Search
Internet
13
14 17
Industry
Analyst
Customer
Reference
(Buyer)
Value
Actualization Tool
Sales
Rep
Executive
Sales
Rep
15 168 9 10 11 1272
3
5
Simulated
Facilitated
Orchestrated
Influenced
Fully
Significantly
Moderately
Slightly
Not at all
Decision Maker
High Influence
Average Influence
Low Influence
No Influence
4
@PhyllisMusings

The SiriusDecisions Buyer’s Journey Map Framework:
Sample Data
Education Solution SelectionBuying Phase
Buying Decision
Stage
Loosen Status
Quo
Commit to
Change
Explore Possible
Solutions
Commit to a
Solution
Justify the
Decision
Make the
Selection
PersonaA
Interaction
Non-
Human
Human
Content
Asset
Type
1. Analyst Report
2. Article/Publication
3. Case Study
5. Brochure
6. Promotional Video
8. White Paper
9. Case Study
10. No Asset
12. Case Study
13. No Asset
14. Analyst Report
15. Analyst Report
17. No Asset
Delivery
Channel
1. Landing Page
2. Web Site
3. Email
4. Sales Call
5. Event
6. YouTube
7. Sales Call
8. Sales Call
9. Sales Call
10. Reference Call
11. Sales Call
12. Reference Call
13. No Asset
14. Sales Call
15. Sales Call
16. Sales Call
17. No Asset
Engagement
Presence
Authority
6
Customer
Reference
(Vendor)
Customer
Service Rep
Product
Manager
Sales
Rep
Sales
Rep
Explore
YouTube
1
Peer
Networking
Event
Explore
Web Site
Live
Vendor
Webinar Sales
Rep
Search
Internet
13
14 17
Industry
Analyst
Customer
Reference
(Buyer)
Value
Actualization Tool
Sales
Rep
Executive
Sales
Rep
15 168 9 10 11 1272
3
5
Simulated
Facilitated
Orchestrated
Influenced
Fully
Significantly
Moderately
Slightly
Not at all
Decision Maker
High Influence
Average Influence
Low Influence
No Influence
4
Are you optimizing your channel and content mix
throughout the buyer’s journey?
Event
Promotional
Video
Sales Call
Case Study
@PhyllisMusings

Next-Gen Content: A Three-Legged Stool
Instrumented for
marketing
• Dynamic forms
• Personalization
• Integration
Intelligence for sales
• More data
• Faster access to
sales support
• Bring product
descriptions to life
The multi-channel content journey
Engaging “objects”
• Interactive
• VR/AR
• AI-driven
• Immersive
experiences
@PhyllisMusings

Interactive Content: What’s New?
Assessment tools
Benchmarking tools
TCO/ROI Tools
Better user experience, greater
backend value
• Conditional question formatting
• Inbound referral sourcing
• Automated lead flow to marketing
automation systems
• Self-service reporting
• User data held in tool
• SSL certified
• Can capture data from responses to
fuel sales interactions and future
marketing campaigns
• Sales notification functionality and
customer sales reports
• Optimized for mobile
@PhyllisMusings

Interactive Content With Powerful Foundation
Visual interaction = better
engagement
PDFs
Turbo charge
measure/optimize cycles
Visibility in marketing
automation
Trigger workflows based
on viewer action

App-Based “Show, NOT Tell”
ROI and impact calculators deliver not only
engagement, but also intelligence
• Prior custom versions had no MAS
integration, no way to include lead form,
no access to actual data
• SnapApp interactive platform version
solves these challenges
• Provides interactivity through the buyer’s
journey
• Significantly improved appointment
setting, revenue from digital marketing
@PhyllisMusings

Packaging the Nurture Campaign Within the Asset
3X
Increase in MQL
conversion
rates
124%
Increase in
engagement
2.5X
More content
per click
93%
Faster go-to-
market for new
nurture
campaigns
Solving the engagement
problem:
• LookBookHQ content destination
• Multiple assets in one for
dynamic nurture based on real-
time customer engagement
• Time-based conversion forms
• Real-time tracking and
intelligence
• Sales team triggers
• Seamless integration to MAS
“When someone decides to engage with you
by clicking on your email, they’re saying, ‘Right
now is the moment that I'm ready to consume
your content and give you my attention.’ And
we are able to optimize this window of
opportunity and offer up more relevant
content in the same experience.”
@PhyllisMusings

Virtual Reality/Augmented Reality
Immersive or digitally enhanced
experiences
• Explain complex value propositions
– tap into the neuroscience of how
we make sense of information
• Create “aha” moments that
accelerate prospects through
pipeline
• Feature in a multi-channel
campaign – trade shows,
digital/direct mail, meetings,
• Collaboration, customer loyalty
@PhyllisMusings

Virtual Reality – Capnography
VR for Educational awareness
• Make the case for proper
respiratory monitoring
• Use a unique and engaging
learning experience to highlight
the effects of respiratory
compromise
• Drive interest in supporting
medical devices
Key Delivery Elements
“When can I get this? I want to
bring it back to my RTs
(respiratory therapists). This
would be a perfect training tool.”

Augmented Reality – Thermosphere
“I got a great reaction from a physician you
could tell was struggling with the concept, but I
showed him the zSpace and he got it. He said
the device brought the concept alive.”
AR to Demonstrate Medical
Marvels
• Explain an abstract surgical
procedure through immersive
experience
• Turn viewers into users
• Showpiece for events that
promote the brand
Key Delivery Elements
@PhyllisMusings

Adding VR to the Campaign Experience
@PhyllisMusings

Artificial Intelligence: Optimizing Customer Experience
High
repeatability
of calls
High-
value
interactions
Technical
advisor
High-
volume
calls
Humans
Humans
Smart
machines
10
AI-driven technical advisor supercharges customer service and
technical support
• Cognitive engine provides real-time issue resolution
• Meets growing self-service preference
• Consistent messaging from single knowledge pool
• Creates a connection without the use of avatars
• Faster time to resolution
• Reduced cost to serve
@PhyllisMusings

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Content Measurement
How well do we measure our content performance?

SiriusPerspective:
Performance Measurement: Impact
There’s no point in generic assessments that ask “Is our content
good?”; evaluation must be done relative to the achievement of business objectives.
Buyer
Seller
Customer
• Revenue growth (correlated)
• Customer acquisition growth
• Cycle time
• Customer growth
• Retention rates
• Loyalty rates
• Sales productivity
• Revenue growth/rep
• Avg. time to productivity
Audience Process Impact
Education Solution Selection
Buyer’s Journey
Initiate Participate Advocate
Customer Lifecycle
Early Middle Late
Sales Process
PURCHASE
RENEWAL
SALE
@PhyllisMusings

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Thank you to contributors
Ceros
Lookbook
Optera
VolumeGlobal

Key Takeaways
• Examine the consistency of audience focus in your digital and offline
marketing content
• Audit both content and channels for engagement value
• Consider whether new approaches/technologies can help break
through a sales obstacle
• Validate your nurture streams – both content and process
• Remember that cool is great, but b-to-b value is greater
• Take a risk! Run a pilot – but be sure you’re ready to leverage the full
feature set
@PhyllisMusings

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Best Practices And Next Gen Formats: Supercharging Web Content Performance

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