BMA – Content Strategy For B-to-B Web Site Transformation

Excellent event!  Though web content and content marketing seem to be a cozy and familiar topic, the presentation was packed with new perspectives and explanation of familiar concepts.

pic.pngInteresting: Sirius Decisions observe a tendency to re-silo within marketing organizations (due to technical complexity) after some time of integration efforts.  

Marketing content lives in different “places.”  Some organizations try to do “too much” – have content for each persona for each stage of the sales cycle.

Sometimes web sites is a place of “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.”

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Web content strategy is part of your content in general and it is completely dependent on other aspects of the business – embrace the dependency!

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Audience prioritization: one company had literally 5,000 independent web sites to address virtually the same audience (IT), because business stakeholders could not agree.

Messaging framework: sometimes, getting the web site right is the forcing function to create messaging framework, as it does not exist.

Content: “Smaller amount better”  – how much content do you need?  Probably less than you have today.

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Note – the impactful content asset types are considered in different stages of the sales cycle – sales presentation is the most impactful, but is is used at a very specific time.

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Two best slides separating formats and channels, what is often confused in the industry.

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Targeting: tricky to do, and even trickier to do with too many personas. “Where is the most important place to start?”

Interesting: when companies do technology audit, they are more likely not to add, but to remove technologies.

Excellent presentation!

MIMA – Content Strategy

Wow!  Before I could thin about typing my notes, the presentation and the video was already posted!  The event was as great as usually, and it was a pleasure to hear from a friend that I lured to attend how much she liked the event.

Kristina Halvorson impressed my friend (and probably everybody else) with wonderful information and exceptional delivery.

Points from the event:

  • In most cases, brands are now evaluated for their “usefulness” rather than “preferability.” Brands are expected to be functional.
  • Offline: passive engagement (we hope to capture attention)
  • Online: people are active (getting attention is not enough) ; the brand must be
    • Useful
    • Usable
    • Enjoyable
  • Content strategy plans for creation for useful, usable content
  • Content should “support” for business goals and needs of the user

Example: Ford Models

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Web content allows the modeling agency to create a new successful business model – the agency uses beauty tips and other beneficial for the target audience material to attract attention (and sponsors) to its videos. The agency is keeping careful balance of authenticity of the advice and product promotion.

Business case study –  Ford Models YouTube Channel

 Web content is different from the print – it is permanent and requires maintenance; the company needs to

  • Plan
  • Create
  • Publish
  • Govern 

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Example: Money management software

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Example of content not as useful form the user standpoint (I would simply call it product centric this malady does not affect online content only… 🙂 )

 http://quicken.intuit.com/

 

 

pic-mintExample of content that is more beneficial from the user’s standpoint (I would simply call it customer-centric approach – but marketing was struggling with it for a long time not only in the area of web content)

http://www.mint.com/
Brands are looking for functionality and usability that can bring measurable results online.

From the questions:

  • people do read online after they finished scanning
  • newspapers are dying because we are going online to read
  • however, we need to support pre-read activities

An exercise to “put the stakeholder into user’s shoes” – offer the stakeholders to “shop” for  car insurance online (for example).  Start with the list of questions that they would like to answer, then visit several sites trying to answer these questions…  The exercise should help stakeholders to view their site from the point of view of the users.