Best Practices And Next Gen Formats: Supercharging Web Content Performance

Best Practices and Next-Gen Formats: Supercharging Content Performance

Phyllis DavidsonResearch Director@PhyllisMusings

Content2ConversionFebruary 23, 2017

#B2BMX

Why Cat Videos Kept Me Up at Night

SiriusPerspective:

© 2017 SiriusDecisions. All Rights Reserved 3

Why Your Web Site Is So ImportantWeb 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

EmailSEO

Social Media

SEM

Analyst Relations

Public Relations

EventsTele

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• Outdated or underutilized technology and tools – missing basic ”modern Web experience” functionality or measurement capabilities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 StrategyThe 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 DependenciesWeb 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


SUB POINT

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MAIN POINTKey Elements of Content Performance

@PhyllisMusings


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MAIN POINT

Audience Prioritization

Digital Content Experience

Messaging Framework

Connecting On- and Offline

Content Measurement


SUB POINT

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MAIN POINT

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 FrameworkAlign 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

ChartBuying 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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MAIN POINT

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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MAIN POINT

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 EngageAttracting and engaging visitors requires searchable content with

both quality and consistency, and optimization through testing and experimentation.

Brand ConsistencyThrough logo, tagline, tone, etc.

Ungated Content to View/DownloadWhite papers, demos, polling questions

Messaging ConsistencyThrough tone, value proposition, etc.

Social Sharing/CommunitySocial content, widgets, links

Up-to-Date ContentThrough metadata and tagging

Internal SearchOptimized results

TargetingAn audience segment and/or individual

TestingIterative testing and experimentation

@PhyllisMusings


SUB POINT

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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 toChange

Explore Possible Solutions

Commit to a Solution

Justify theDecision

Make the Selection

Pers

ona

AIn

tera

ctio

n Non-Human

Human

Cont

ent Asset

Type

1. Analyst Report2. Article/Publication

3. Case Study4. Sales Presentation5. Brochure

6. Promotional Video7. Sales Presentation8. White Paper

9. Case Study10. No Asset11. Sales Presentation

12. Case Study13. No Asset14. Analyst Report

15. Analyst Report16. Sales Presentation17. No Asset

DeliveryChannel

1. Landing Page2. Web Site

3. Email4. Sales Call5. Event

6. YouTube7. Sales Call8. Sales Call

9. Sales Call10. Reference Call11. Sales Call

12. Reference Call13. No Asset14. Sales Call

15. Sales Call16. Sales Call17. No Asset

Enga

gem

ent

Presence

Authority

6

CustomerReference(Vendor)

CustomerService Rep

ProductManager

SalesRep Sales

Rep

ExploreYouTube

1

Peer Networking

Event

ExploreWeb Site

LiveVendorWebinar Sales

Rep

Search Internet

13

14 17

IndustryAnalyst

Customer Reference(Buyer)

Value Actualization Tool

SalesRep

Executive

SalesRep

15 168 9 10 11 1272

3

5

SimulatedFacilitatedOrchestratedInfluenced

FullySignificantlyModeratelySlightlyNot at all

Decision MakerHigh InfluenceAverage InfluenceLow InfluenceNo Influence

4

@PhyllisMusings


The SiriusDecisions Buyer’s Journey Map Framework: Sample Data

Education Solution SelectionBuying Phase

Buying Decision Stage

Loosen Status Quo

Commit toChange

Explore Possible Solutions

Commit to a Solution

Justify theDecision

Make the Selection

Pers

ona

AIn

tera

ctio

n Non-Human

Human

Cont

ent Asset

Type

1. Analyst Report2. Article/Publication

3. Case Study4. Sales Presentation5. Brochure

6. Promotional Video7. Sales Presentation8. White Paper

9. Case Study10. No Asset11. Sales Presentation

12. Case Study13. No Asset14. Analyst Report

15. Analyst Report16. Sales Presentation17. No Asset

DeliveryChannel

1. Landing Page2. Web Site

3. Email4. Sales Call5. Event

6. YouTube7. Sales Call8. Sales Call

9. Sales Call10. Reference Call11. Sales Call

12. Reference Call13. No Asset14. Sales Call

15. Sales Call16. Sales Call17. No Asset

Enga

gem

ent

Presence

Authority

6

CustomerReference(Vendor)

CustomerService Rep

ProductManager

SalesRep Sales

Rep

ExploreYouTube

1

Peer Networking

Event

ExploreWeb Site

LiveVendorWebinar Sales

Rep

Search Internet

13

14 17

IndustryAnalyst

Customer Reference(Buyer)

Value Actualization Tool

SalesRep

Executive

SalesRep

15 168 9 10 11 1272

3

5

SimulatedFacilitatedOrchestratedInfluenced

FullySignificantlyModeratelySlightlyNot at all

Decision MakerHigh InfluenceAverage InfluenceLow InfluenceNo 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

PDFsTurbo 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

3XIncrease in MQL conversion rates

124%Increase in engagement

2.5XMore 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

KeyDeliveryElements

“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

KeyDeliveryElements

@PhyllisMusings


Adding VR to the Campaign Experience

@PhyllisMusings


Artificial Intelligence: Optimizing Customer Experience

Highrepeatabilityof calls

High-valueinteractions

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: ImpactThere’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

CerosLookbook

OpteraVolumeGlobal


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

Questions


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Best Practices And Next Gen Formats: Supercharging Web Content Performance

Marketing

Transcript of Best Practices And Next Gen Formats: Supercharging Web Content Performance