5 best practices for content that gets results

CreateYourNextCustomer.com 2015 UBM Tech Content Marketing

UBM Tech

╟ Content Marketing


5 Best Practices For Content That

Gets Results


UBM Tech

╟ Content Marketing


5 Best Practices For Content That Gets Results

When planning or developing content for

your marketing and syndication

campaigns, there are five key factors you

should keep in mind. Use these guidelines

to get – and keep – a reader’s attention

and to ensure a successful return on your

content investment.


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UBM Tech ╟ Content Marketing

1. Before You Begin…Define the Reader You Want to Engage

Ask yourself these questions:

• Who are you trying to reach? Are you targeting CIOs, IT

managers, CMOs or other line-of-business managers, in-the-

trenches IT staff? Are you targeting a particular vertical or a

broader audience?

• What do they need? The pain points and informational

needs for each group differ; make sure you know what

issues are top of mind for your audience.

• How can you help? Lead with what you know, rather than

what you sell. Your content goal should be to establish your

customer or prospect as a trusted partner on the buyers’

journeys.


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2. Determine The Purpose Of Your ContentMapping your content to a specific stage of the buying cycle will help you determine what style to use.

Early Stage:• Focus on awareness and thought leadership• Identify a pain point or important industry trend that could impact business

decisions• Highlight the risk of maintaining status quo or discuss the importance of

business agility and growth• Primary stakeholder: executive buyers

Mid Stage:• Readers are considering various solutions to solve a business problem or to

take on an innovative business opportunity • Focus on the types of industry solutions that can help readers best meet their

goals• Primary stakeholders: economic and technical buyers

Late Stage:• Focus on ways to help prospects justify and select technology • Include investment validation and information that substantiates the financial

benefits• ROI and TCO data, as well as customer success stories, are important• Primary stakeholders: economic and executive buyers


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3. Keep Content Relevant And AuthenticAccording to UBM Tech research, 77% of tech buyers feel that vendor content is filled with “too much fluff.” How can you make yours more meaningful and actionable?

• Use facts and figures to support claims. Use

research, tests and other quantified results to give your

content credibility. Providing specific examples boosts

trust in the material.

• Don’t forget the business value. Always explain how

the technique, service, product, solution, etc. can

provide real benefits (growth opportunities, higher

productivity, efficiencies) to their businesses.

• Keep it timely. Include current (newsworthy) examples

and trends wherever possible.


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Keep Your Content Fresh and TimelyWanted: Current, Fact-Based Information

Specific to my company size

Specific to my role/job function (e.g. IT)

Demonstrates ROI metrics

Specific to my industry or market

Contains both business value and technology information

Contains facts & figures to support claims

Current or timely

43%

54%

60%

65%

77%

85%

88%

Note: Percentages are based on combined scores of 5, 6 or 7 on a 7-point scale where 7 is “very important”Base: 247 respondentsData: UBM Tech 2014 Content Connects Survey of business technology professionals

How important is it that the information you use meet each of these criteria?

63% will only consider information useful if it’s less

than 18 months old

64% find content more credible if it's on an independent site


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4. Get The Headline RightUBM Tech’s audience research shows that online readers only register the first three words of headlines and subject lines. Here’s how to make those words count.

• Start with what’s most important. Get the keywords the

audience cares about in at the beginning.

• Numbered lists grab attention. A headline like “5 Cloud

Myths Busted” sounds active and educational.

• Speak directly to your audience. If you’re targeting a

particular group or vertical, put it in the headline. Audiences

respond best when you speak to their specific needs.

“Security Tips for Financial Services Companies” tells

prospects that you’re speaking directly to their particular

information needs.


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5. Choose the Best FormatContent should be optimized to fit the format you’ve chosen. The following slides outline formats that IT buyers often turn to. In all cases, make the content easily shareable with share buttons for Facebook, Twitter, etc.


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White papersMore than 70% of tech buyers at enterprises and midsize companies rely on white papers when

looking for information on a work-related topic, according to UBM Tech research. To make a white

paper resonate, consider the following guidelines:

• White doesn’t have to mean grey. Just because

it’s called a white paper doesn’t mean it has to be

visually boring. Color, images, call-outs, charts,

graphics, diagrams, sidebars and headings make

the content easily consumable and engaging.

• Keep it snappy. With so much information

competing for attention, prospects appreciate

material that is concise and easy to scan. For

most white papers, four pages (1800-2000 words)

is an ideal length.


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White papers

• Make it practical. Give readers concrete

actions they can take by providing checklists,

guidelines, evaluation criteria and other useful

suggestions where it makes sense.

• Don’t forget a call to action. Point to

additional relevant resources; invite them to

participate in a community discussion or live

event; suggest they join your LinkedIn or

Facebook group.


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VideosInterest in visual formats is exploding. Done well, video can lead to engaging and entertaining

stories. Here’s how to keep the right eyes on the screen.

• Keep it short. Stay under two minutes and most viewers will watch to the end. Any longer and you

risk losing the audience before you’ve given them a call to action.

• Choose the right on-camera talent. If your video features an executive or SME, make sure that

person is comfortable with public speaking, in general, and being in front of a camera. Choose

someone with an energetic, conversational speaking style.

• Remember that video is visual. B-roll, animations and

other visual flourishes ratchet up the interest and keep

viewers viewing. Remember to entertain as you inform.

• Demos. These can be very effective ways to show the

value of your solution if you keep them succinct and

highlight only a handful of the features.


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InfographicsAn increasingly popular and shareable format, infographics are a

great way to highlight research statistics and other data. Here are

some tips for doing them well.

• Tell a story. The best infographics lead readers through the

story around the data, providing context and value to the

statics.

• Let pictures tell (some of) the story. Let images do much

of the “talking” wherever possible. Distill the words of the

story down to the bare essentials.

• Use a framework to present the story. Frameworks help

organize and create a path for readers to follow. Examples

include timelines, flow charts, checklists, numbered lists,

countdowns.


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Additional Resources

Marketing Insights – UBM Tech CreateYourNextCustomer:

Your top source for tech marketing, research and advice

http://createyournextcustomer.com

Download Content Connects Peers research report: http://createyournextcustomer.techweb.com/2014/02/19/content-connects-peers/

Browse our latest tech marketing research:

http://createyournextcustomer.techweb.com/category/research/marketing-research/

http://createyournextcustomer.com/

http://createyournextcustomer.techweb.com/2014/02/19/content-connects-peers/

http://createyournextcustomer.techweb.com/category/research/marketing-research/