Make (B2B) Content King. Follow the Mantra. Reap the (ROI) Rewards. Content & User Experience as One

Make (B2B)

Content King

Follow the Mantra

Reap the Rewards.

$

Follow this Mantra. Reap the Rewards.

Concept. Content. Navigation. Design.

Copyright PB Jumpstart 2015 Call 662 988-2166

Begin your content marketing by design instead of with design.

Think of it this way

You’re the Fisherman

Concept is your plan to catch a pre-determined

number of a certain type of fish.

Content is the bait you know the fish wants.

Navigation is dropping line where the

most fish will have the best access

to the bait.

Design is the perfect lure to attract the

the fish to the bait that gets them

on the hook.


Design makes me pretty.

Content catches me fish.

Concept is Your

Blueprint.

If you’re putting up

wallpaper before you have

a blueprint, you might end

up without a front door.


Concept Defines Purpose.

Content has a purpose – for your customers and for you. When content is

obstructed by façade or is too hard to get to, purpose will not be realized.

Concept determines:

– Quantifiable business objective(s) that can be met with content

– Who can help meet those objectives, what they want and how they behave

– Actions they must take for you to achieve quantifiable goals

– How you will measure success for customers and for business

Concept defines purpose.

Content facilitates purpose.

Design sparks interest in the concept.

Navigation empowers adoption.



“Successful content marketing will,

more than ever, come as a result of

conceiving of and creating the content

and user experience as one. Gone are

the days when web design and content

can be effective in silos.”

Colin Campbell, “60 Content Predictions for 2015”

Content Marketing Institute

Content is the Customer’s Prize.

Content gives a specific target audience

something they want, in a place, time and

manner they want it.

• Adds value to your products and services

• Evolves your unique narrative

• Persuades viewers to take actions that help

achieve business goals


Content Expands Business Objectives

Content does more than increase sales

Nurtures leads

Helps upsell current customers

Reinforces your brand positioning

Supports customer service

Differentiates you from competitors

Increases email/newsletter subscriptions


Navigation is Seductive.Tempt viewers to go where you want them to go

and do what you want them to do.

Navigation entices viewers to the “prize”

and ultimately to a desired action.

• Highlights and hyperlinks hot topics

• Makes information easy to find

• Unfolds your unique narrative


Navigation determines viewer experience

and directly affects outcomes.

Unpleasant, frustrating experience for viewers

= Unpleasant, frustrating outcomes

Easy viewer path to content

= Easy path to meeting objectives


Navigation

Powers

ResultsIndulge known

customer preferences,

personalities and

digital habits.

Poor navigation sabotages content when:

Link names are too abstract

Topics are all about you – not the customer

Experience is not intuitive

Frustrating rollovers hide pertinent topics

No “breadcrumbs” for exploration

Excessive pop-ups or new tabs open

Clicking just causes confusion


Navigation is an integral part of

“Information Architecture” organically

inviting viewers to explore content in a

natural flow, unfolding your story and

leading them to conclusions or actions

that help meet business objectives.

Design is Only a Package.

Design is the package that holds

the prize. If the package seems

like it’s for somebody else or is

too pretty or difficult to open, then

what’s the point of the prize?

When you emphasize the

box instead of the gift

inside the box :

• Viewers miss the messages that

help meet business objectives.

• You miss the target on your goals.

If design obstructs content,

design obstructs profits.


Ways Design Can Obstruct Content• Not the target audiences’ style

• Occupies more prime real estate than content

• Gives visual “cues” that design trumps content

• Load times outweigh user patience

• Restricts content’s mobility and flexibility

• Makes content too difficult to find/read

• Creates a visual monotony


Design is Submissive.

The medium is the message.

Presentation determines effectiveness.

Design exists to emphasize valuable content.

Negative stats like high bounce rates could be a design problem.

A/B testing of even barely noticeable changes can significantly

improve customer experience and bottom line results.


Jumpstart Your Content Marketing Engines

Follow the Mantra.


Concept. Content. Navigation. Design.

Follow the Mantra.

Reap the Rewards..

• Conform

• Control

• Test

• Chart

• Target

• Direct

• Adapt

• Profile

• Relate

• Inform

• Connect

• Define

• Quantify

• Apply

• Measure

Concept Plan to meet quantifiable

business objectives.

Content Give

customers something

they WANT.

Design Enhance concept,

content and navigation.

Navigation Lead

customers to a payoff or action.


COMING SOON!

Content Marketing. Sure-Fire Structure.

Start with Good Structure. End with Good Results.

– What content should always be

– What commitments company-wide are needed

– When NOT to try content marketing

– How content marketing can help expand business goals

– Tips on engaging employees in the process


How We Can Jumpstart Your Content Engines

EvaluateAnalyze current assets, make

recommendations and devise

a plan for implementation of

incremental changes.

PlanCreate a comprehensive

written content strategy to

engage customers, meet

goals and get results.

WriteCreate original content for

web, social media/blog posts,

email newsletters or any form

of communication.

TransformRe-purpose existing content

into blog posts, articles, PPT

presentations, white papers,

video storyboards, email

newsletters.

MeasureGather and report detailed

analytics of digital behaviors

to assess efficiency and

effectiveness of content.

Recommend changes.

ManageHandle social

media/email/newsletter

functions. Write/post content;

monitor comments; report

stats: propose adjustments.

Call 662 988-2166 or email [email protected]


mailto:[email protected]?subject=Follow the Mantra.