You’ve invested in a killer marketing automation tool. Now give your company the edge with content that attracts and nurtures leads by engaging in a relevant, findable, valuable way. Review real-life nurturing content examples, and look at how to elevate your content effectiveness to get better results.

1. Developing Customer-Centric
Nurturing Content
A Better B2B Marketing Clinic
by Nolin LeChasseur
Brainrider
@Brainrider | @Nolin

2. Better Content is…
YOU
ARE
• Driven by objectives HERE
• Customer-focused
• Demonstrates subject
matter expertise
• Supports your programs
• Easy to publish & share
• Measurable performance
(Your Customer is here)
@Brainrider | @Nolin

3. Better content!
is not about !
you.

4. Customers Want Content That
Helps Them Solve Problems…
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5. … Aligned To Their Buying Decision
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
Education Solutions Credentials &
They
want: & Thought & Product Decision
Leadership Suitability Support
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability • ROI/TCO
• How to guides
them: assessments
• How other people • How to buy
• How do I choose a
are solving this • Working with us
vendor
@Brainrider | @Nolin
5

6. … Aligned With Your Programs
If your
What’s my How do I fix Are you
customer
is asking: problem my problem right for me
ACQUIRE
PROSPECTS
Program Education Solutions Credentials &
They
Objective:
want: & Thought & Product
NURTURE
PROSPECTS
Decision
Leadership Suitability Support
DETERMINE
SALES-­‐READINESS
• Trends • What is the solution & • Pricing
how does it work
• Benchmarks • Bench strength
What to • Solution comparisons demonstration
• Analyst coverage
share • Pitfall analysis • Case studies
• 101 Education
with • Readiness & suitability • ROI/TCO
• How to guides
them: assessments
• How other people • How to buy
• How do I choose a
are solving this • Working with us
vendor
@Brainrider | @Nolin

7. How to Build A Content Strategy
q Prioritize measurable
objectives
q Articulate the
business you’re in
using customer terms
q Profile your target
customer segments
q Identify content
that’s working now
q Develop content
aligned with what
your customer wants
to know
@Brainrider | @Nolin

8. Identify customer needs & pains
• How to …
• How do I …
• Do I need more/less …
• Should we …
• Comparing …
• Choosing a …
@Brainrider | @Nolin

9. How the process might look
9

10. Organize by customer needs & pains

11. How the end result should look
@Brainrider | @Nolin

12. Better Nurturing Content Clinic
q Be Customer-
Focused
q Start with Light
Content
q Make It Findable
q Measure What
Works
@Brainrider | @Nolin

13. Clinic: EnergyCAP - Barry
TARGET AUDIENCE
§ Corporate energy managers and/or their information-gatherers
§ Stakeholders in monitoring and reducing energy use and cost
(accounting/sustainability/admin).
PROBLEM(S) YOU SOLVE
Leverage historical energy data to create actionable energy
management objectives.
HOW ARE YOU DOING NOW?
We think we have created a website that explains what we do
pretty well up front, and provides decent search and navigation so
the interested visitor can drill down into the details of our full-
featured application.

14. Clinic: EnergyCAP - Barry
Organize navigation in a
customer-focused way

15. Clinic: EnergyCAP - Barry
Raise the profile and
interactivity of customer
needs & pains

16. Track engagement with
nurturing and sales
readiness content

17. Clinic: SURFACES – Kelly & April
TARGET AUDIENCE
Floor covering manufacturers/suppliers and industry professionals
such as small, medium, large retailers, distributors, installers,
designers, architects, and home builders
PROBLEM(S) YOU SOLVE
Buy and sell products, network with peers, receive continuing
education credits
HOW ARE YOU DOING NOW?
Website serves its main purpose which is to give attendees and
exhibitors the information they need to register or sign up to
participate in our show and it provides key information pertinent to
the show, but falls short in providing rich, relevant content that
drives traffic to the site year round.

18. Merchandise and feature
content that is useful and
educational

19. Increase the visibility of
content and programs
designed for customers
Enrich and
leverage your
educational content

20. Even the trade news site
isn’t using relevant
categories yet.

21. Clinic: Frontline K12 – Ali & Julia
TARGET AUDIENCE
K-12 School District Administrators
PROBLEM(S) YOU SOLVE
Automate processes that take a lot of time and paperwork:
scheduling substitute teachers, tracking teacher absences, tracking
time worked, managing teacher evaluations
HOW ARE YOU DOING NOW?
I think our content does a good job explaining the product and the
benefits. I think we could do a better job of highlighting the specific
problems so that people see their pain points and resonate with
them – and then we provide them with the solution and benefits.

22. Clinic: Frontline K12 – Ali & Julia
Condense the About You
content into less (and
less valuable) real estate
Make your 3 pain points the stars!
These can serve as navigation & categories.

23. Clinic: Frontline K12 – Ali & Julia
Expose the 3 topic areas
here, and make them
bookmarkable pages

24. Clinic: Frontline K12 – Ali & Julia
Nice engagement
tracking work!
Capture more leads.

25. Clinic: GPS Insight - Ryan
TARGET AUDIENCE
fleet managers and executives for service companies covering an
array of verticals. ex: HVAC, plumbing, delivery, construction,
energy, oil & gas, etc.
PROBLEM(S) YOU SOLVE
Track vehicles to cut fuel costs, improve employee productivity,
reduce labor costs, increase safety, improve response times to
service calls and emergencies, and increase customer service.
HOW ARE YOU DOING NOW?
We have worked really hard on our website and think that we do a
good job at presenting the wealth of information we have to our
potential customers. We make the most important information easy
to find and provide a ton of resources for our prospects to utilize.

26. Nice use of needs/benefits as features.
These can be further elevated and used to
organize content throughout the site.

27. Should be merchandising
content assets here.
Reduce the # of clicks.

28. Same needs/benefits
categories should apply
to blog resources, too.
Add Pardot tracking code.
Merge with main site.

29. What next?
Ask questions.
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