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BMC Case StudyHow to take a content-first approach and measure
the success of your content strategyMark Fries
Principle Strategic Marketing Manager, BMC Software
@mark_f
Derek Phillips
Director of Content Strategy, ISITE Design
@digistrategist
@mark_f @digistrategist • #intelcontent
The Five Challenges
① Inconsistent representation of the brand story ② Too product-centric, not reflecting customer needs ③ Cumbersome and overwhelming UX④ Lacking content direction⑤ Needed scalable technology and infrastructure
@mark_f @digistrategist • #intelcontent
• 200+ products• 5 separate business units• Moving to centralized content management and editing• New commitment to testing and optimization• Plans to expand global footprint
Needed scalable technology and infrastructure
@mark_f @digistrategist • #intelcontent
The Five Approaches
① Defined specific business goals and aligned them to touchpoints
② Defined the customer needs③ Aligned pages to personas④ Defined the content components: think modular⑤ Mobile first, mobile always
@mark_f @digistrategist • #intelcontent
Defined specific business goals and aligned them to touchpoints
We asked the questions:• What is the purpose of this page to
our business?• What are the KPIs we’re measuring?• What is the primary call to action?• More importantly: What role is it
targeting? Strategic vs. Functional
@mark_f @digistrategist • #intelcontent
DEFINING SPECIFICNEEDS AND IDENTIFYING CONTENT TO MEET THEMENABLED OUR MODULAR
APPROACH
@mark_f @digistrategist • #intelcontent
Defined the customer needsWe made some assumptions and then tested them with customers.
Assumptions Prototype & Test Adjust
Some key insights learned:
• Users commonly have specific products in mind, or a specific functional need
• Users prefer functional categories
• Product/solution features preferred to high-level benefit statements
• Data sheets are a highly valued content asset
@mark_f @digistrategist • #intelcontent
Designed in the browser
Some key benefits:• Working with real content to better
inform design• Could see the mobile experience and
break points• Foundational FED mark-up sped up
development time
Jumping quickly to building a site, vs. building pictures of sites
@mark_f @digistrategist • #intelcontent
Strategy applied to the copy
Translated to copy decks to speed production and ensure alignment.
@mark_f @digistrategist • #intelcontent
Mobile first, mobile always
ConciseActionableFocused on task completionContextual
YES, PLEASE!
@mark_f @digistrategist • #intelcontent
Mobile first, mobile alwaysAlso made defining hierarchy easier
• Lead with most important• Stack in order• Provide paths
@mark_f @digistrategist • #intelcontent
The Three Specific Challenges
① Streamlined and intuitive UX② Comprehensive content direction and governance③ Scalable technology and infrastructure
@mark_f @digistrategist • #intelcontent
Bottom-up experience:Ensuring visitors entering directly on product/solutions pages (most visitors) are given appropriate context and options to continue engaging
Streamlined and intuitive UX
Top-down experience:Giving visitors who enter on home page or category level pages simple choices to disambiguate our offerings
Bonus: Limit fights for space on the homepage
@mark_f @digistrategist • #intelcontent
We have a clear POV and strategy behind how our site is constructed • Makes conversations with the business easier• Eases optimization since learnings in one area can be
deployed in multiple places
Comprehensive content direction and governance
@mark_f @digistrategist • #intelcontent
Remember this?
Scalable technology and infrastructure
The Intelligent Content Approach was key to our getting there:• Atomized the content• Established coding
standards• Enabled utility of the
CMS• Proved the design
worked
@mark_f @digistrategist • #intelcontent
The Four Big Payoffs
① A framework for optimization② Increased content creation efficiencies③ Overall engagement is up④ Contacts – UP! (And that means money)
@mark_f @digistrategist • #intelcontent
Our goal with optimization: never “redesign” again• Highly structured infrastructure makes it possible to
get experiments up and running quickly anywhere• Findings from experiments can easily roll out across
the site
A framework for optimization
@mark_f @digistrategist • #intelcontent
@mark_f @digistrategist • #intelcontent
1. Headline & Customer Logo• Top level benefit/result of engagement with
BMC• Customer Logo
2. “At a glance” data points• Up to 4 key statistics that communicate either
benefits/outcomes of the customer’s engagement with BMC or key stats on the customer’s organization
3. Video (if available) or customer quote• Real stories from actual business leaders and
user• Focus on benefits and outcomes BMC brought
to the business
4.Bodyb. Challenge
• Brief description of the business problem• Can be in sentence format or bullet, may
include in-line links to more informationc. Solution
• Brief description of how the problem was solved through partnership with BMC
• Can be in sentence format or bullet, may include in-line links to more information
d. Results• Brief description of business impact• Can be in sentence format or bullet, may
include in-line links to more information5.Next steps
a. Contact BMC CTAb. Related products
• list with links to learn more/tryc. Related Resources
• White papers/reports/videos related to the challenge (2-3 max)
3
4
2
1
5
Mobile first hierarchy
Visitor mindset
Does this relate to m
y challenges?H
ow can I learn m
ore?W
hat are the details?
5a
5b
5c
4a
4b
4c
Increased content creation efficiencies
10% MORE ORGANIC TRAFFIC (YOY)50% MORE DATA SHEET DOWNLOADS200% INCREASE IN TRIAL STARTS67% INCREASE IN CONTACT ME REQUESTS
Overall engagement is up
@mark_f @digistrategist • #intelcontent
+67%Contact Sales
Requests
Revenue!
+67%Marketing Sourced Pipeline associated
with requests
=
@mark_f @digistrategist • #intelcontent