BMANORCAL September 8, 2016 Content Strategy For B-to-B Web Site Transformation · 2016-09-11 · Bad UX and results from site search Misaligned/Outdated Content Off brand, off message,

Content Strategy For B-to-B Web Site Transformation

Phyllis DavidsonResearch Director@PhyllisMusings

BMANORCALSeptember 8, 2016

© 2015 SiriusDecisions. All Rights Reserved 2

Why Cat Videos Keep Me Up at Night

SiriusPerspective:


Why Your Web Site Is So ImportantWeb content strategy becomes critical as the pre-purchase, purchase

and post-purchase experiences become increasingly digital.

67% Percentage of the buyer’s journey that is

now completed digitally


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

© 2016 SiriusDecisions. All Rights Reserved


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they are performing, and how they are supporting audiences and objectives• Outdated or underutilized technology and tools – missing basic ”modern Web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


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 is its preferred channels?

Right Place

➕ ➕ ➕

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


The Wide Spectrum of Web Strategy Expertise

Content Planning/Guidelines

Audience Insights

Content Sourcing

Editing/Optimization

Message Architecture

Taxonomy

Localization

Web Content Expertise

Web Tech Expertise

WCM/CMS Requirements

Workflow & Project Mgmt.

Navigation & IA

Audit & Inventory

SEO

Web site analytics

Usability/Use Case


Crossing the Divide

Working with your Content Colleagues


SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINTThe 8 Elements of Web Site Content Performance


SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINT

Audience Prioritization

Web Content Experience

Messaging Framework

Translation/Localization

Website Management

Web Content Analytics

Keyword Universe

Web Site Technologies


SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

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



Audience Framework Template

Master Brand

Sub-brand Offering

Industry

Industry Region

IndustryRegion

Region

Sub-Vertical

Organization Type

Buying Center

Persona

Personas

Organization Type

Buying Center Persona

Sub-Vertical

Organization Type

Buying Center

Persona

Persona

Organization Type

Buying Center

Persona

Persona

Sub-brand

Sub-brand

Offering Industry Region Sub-vertical Organization Type Buying Center Persona 1 Persona 2

Key Issues

Buyer Need


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 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


SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

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


SiriusPerspective:


Corporate Message MappingMulti-level corporate messaging must be informed by and support the go-to-

market strategy, while building long-term trust with key audiences.

Corporate Level Message: • Based on high-level organizational and brand values• Human and cultural attributes – transparency, integrity, innovation, customer-focus, etc.• Company history and leadership

Technology Level Message• Category leadership (standards, patents)• Infrastructure reliability • Technology innovation

Service Level Message• How we help customers get it done• Services organization• Methodologies and frameworks

Vertical Message• Value prop and

supporting points

Product Message• Value prop and

supporting points

Horizontal Msg.• Value prop and

supporting points


supporting points

Regional Message• Value prop and

supporting points


supporting points

Regional Message• Value prop

Product Message• Value prop

Vertical Message• Value prop


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



SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINT


How well does our Web 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


Building the Web Content Engine

PRIMARY FORMAT

DERIVATIVE

FORMATS

CHANNELS

METRICS

Research Report, White Paper, E-Book

Infographic Slide Deck Blogs Social Posts Videos Articles

SYNDICATION SOCIAL WEB SITE EMAIL RETARGETING PPC

Combined Measurement and Analytics From:Web Analytics, Social Platform, Retargeting Tool, MAP, SFA

CO

NTEN

T INSIG

HTS FEED

BA

CK

LOO

P



SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINT

Translation/Localization

How well do we globalize our Web site content?

SiriusPerspective:


Common Global Web Site Content ChallengesGlobal Web sites often suffer from weak centralized content and

support, leading to chronic content quality, quantity, relevance and effectiveness issues.

Global teams are not included in upstream content planning

Go-to-market strategy in regions is not supported with content

Field marketing teams in regions feel starved for content/digital assets

Significant time-to-market delays for central content delivery to regions

Inadequate budgets/freedom to fill centralized content gaps with local origination

Web site branding and messaging is inconsistent with corporate Web site

SiriusPerspective:


Program-Centric

Centrally Driven

Geographically Driven

Content-Centric

The SiriusDecisions Localization Model By combining the localization spectrum and the appropriate

differentiation, organizations can identify the optimal localization model.

Marketing Planning

Marketing Execution

Content Creation

Marketing Planning

Marketing Execution

Content Creation

Marketing Planning

Marketing Execution

Content Creation

Marketing Planning

Marketing Execution

Content Creation

Central Geography

LE

VE

L O

F L

OC

AL

IZAT

ION

1

2

3

4

1 2 3 4LEVEL OF MARKETING DIFFERENTIATION

SiriusPerspective:


Localization: Key Questions to AskGlobal and multilingual Web content requirements should not be an

afterthought, so factor it in at the start of the content planning and publishing process.

What Web site content gets translated and into which countries?

G10? G20?

Global Priorities

How do we rationalize/tier Web pages and digital assets for translation?

Digital Asset Strategy

Do we have adequate Web site localization budget/workflows/ software/services?

Translation Capabilities


SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINT

Web Site Management

How well do we update and manage Web site content?

SiriusPerspective:


Common B-to-B Web Site Management IssuesThe b-to-b Web site often becomes a dumping ground for all company content

and lacks sufficient oversight, upkeep and curation.

Too Much ContentEverything-but-the-kitchen-sink content

Orphaned ContentAbandoned, forgotten content.

Poor Site SearchBad UX and results from site search

Misaligned/Outdated ContentOff brand, off message, or just old content

Poor NavigationUnintuitive browsing functionality

Taxonomy/TaggingPoor IA, metadata and tagging

Template Design/UsabilityDense copy, bad template designs, not multi-device friendly

WCM/Publishing/Workflow IssuesBack-end process and UX challenges

SiriusPerspective:


Annuallyü Web site Satisfaction Surveyü Content + SEO Auditü Content Curation ü Update/refine personasü IA/Taxonomy Evaluationü Page Templates Assessmentü Technology Requirementsü Global Requirements Analysis

Web Content Management ChecklistIt’s not just IT’s job to see to the proper care and feeding of b-to-b

Web site content; key stakeholders must contribute to proper upkeep as well.

Monthlyü Web Content/SEO Analytics ü Content Inventory Updates ü Website Content Calendar

✓ ✓✓ ✓✓ ✓ ✓✓

✓ ✓ ✓ ✓


SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINT

Keyword Universe

How does our audience search for content like ours?


Why Search Matters So Much

71% of b-to-b researchers start their research with a generic

search

Source: The Changing Face of B2B Marketing Google Think, 2014

On average, b-to-b researchers do 12 searches prior to engaging on

a specific brand's site


SiriusPerspective:


Do You Use a Keyword Universe?For both organic and paid activities, a smart keyword universe aligns

and amplifies digital engagement around an audience-centric lexicon.

SocialSearch

Content

Keyword Universe

Localization = Force Multiplier

SiriusPerspective:


Basic Factors for SEO SuccessFour different factors impact b-to-b Web site search rankings: relevance,

authority, indexability and user experience.

Site design and usability

Content quality and quantity

Web site architecture

Links pointing back to the site

RELEVANCE AUTHORITY/POPULARITY

USER EXPERIENCE CRAWLABILITY/INDEXABILITY

See Moz’s “Search Ranking Factors” page for more information.


SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINT


How well do we measure our Web site content?

SiriusPerspective:


Performance Measurement: ImpactThere’s no point in generic assessments that ask “Is our Web 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


Web Content Metrics

• Page views• Search queries/rankings

• Subscribers

• Time on site/session duration

• Pages per visit

• Bounce rates• Referral traffic

• Unique visitors

• Net new vs. repeat visits

• Heat maps, click patterns

• Landing page conversions• Form submissions

• Lead/content scoring

• Live chat sessions

• AQLs

• MQLs• SQLs



Other Areas to Mine for Insights

• Top 100 most-trafficked content assets/pages • Optimize for keywords, CTAs, additional related content

• Navigation paths – entry and exit pages to most visited pages

• Audit pages with highest bounce rates – Why? What’s wrong?

• Review gated content assumptions – Do you need to ungate some of your content? Are you giving away content you should be gating?



SUB POINT

SUB POINT

SUB POINT

SUB POINT

SUB POINT

MAIN POINT

Web Site Technologies

How well does our Web technology support our Web content strategy?


Do You Have the Web Technology You Need?Web Analytics Blogging Testing/Optimization

RetargetingMarketing Automation

Search MarketingWeb Content Management ABM

Video MarketingContent Marketing Online Events

Personalization Mobile Optimization


SiriusPerspective:


How CSC Is Creating Contextual Web ExperiencesLeveraging MAP, WCM and retargeting tools, CSC tailors and personalizes

online messaging and content to target accounts and audiences.

SiriusPerspective:


Exercise: Rate YourselfAssess your b-to-b Web site against these seven components to

understand the gaps and weaknesses in your b-to-b Web content strategy.

Success Factor Strong (3) Average (2) Weak (1)

Audience Alignment/Prioritization

Messaging Framework

Web Site Translation/Localization


Web Site Management

Keyword Universe


Web Site Technology

Thank you!

[email protected]

@PhyllisMusings

Documents

BMANORCAL September 8, 2016 Content Strategy For B-to-B Web Site Transformation · 2016-09-11 · Bad UX and results from site search Misaligned/Outdated Content Off brand, off message,