Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
BMC Case Study
How to take a content-first approach and measure
the success of your content strategy
Mark Fries
Principle ...
AGENDA
① Where We Were
② What We Did
③ How It’s Working
@mark_f @digistrategist • #intelcontent
1 Where We Were
@mark_f @digistrategist • #intelcontent
The Five Challenges
① Inconsistent representation of the brand story
② Too product-centric, not reflecting customer needs
...
Inconsistent representation of the brand story
@mark_f @digistrategist • #intelcontent
Too product-specific, not reflective of customer
needs
@mark_f @digistrategist • #intelcontent
Cumbersome and overwhelming UX
@mark_f @digistrategist • #intelcontent
Lacking content direction and governance
@mark_f @digistrategist • #intelcontent
• 200+ products
• 5 separate business units
• Moving to centralized content management and editing
• New commitment to tes...
2 What We Did
@mark_f @digistrategist • #intelcontent
The Five Approaches
① Defined specific business goals and aligned them to
touchpoints
② Defined the customer needs
③ Align...
Defined specific business goals and aligned them
to touchpoints
We asked the questions:
• What is the purpose of this page...
DEFINING SPECIFIC
NEEDS AND IDENTIFYING
CONTENT TO MEET THEM
ENABLED OUR MODULAR
APPROACH
@mark_f @digistrategist • #intel...
Defined the customer needs
We made some assumptions and then tested them with customers.
Assumptions
Prototype
& Test
Adju...
Aligned pages to profiles
@mark_f @digistrategist • #intelcontent
Defined the content components
@mark_f @digistrategist • #intelcontent
Designed in the browser
Some key benefits:
• Working with real content to better
inform design
• Could see the mobile expe...
Strategy applied to the copy
Translated to copy
decks to speed
production and ensure
alignment.
@mark_f @digistrategist • ...
Reused the content components
Think modular…
@mark_f @digistrategist • #intelcontent
Mobile first, mobile always
Concise
Actionable
Focused on task completion
Contextual
@mark_f @digistrategist • #intelconte...
Mobile first, mobile always
Also made defining hierarchy easier
• Lead with most important
• Stack in order
• Provide path...
LET’S CIRCLE BACK ON A
FEW KEY CHALLENGES
@mark_f @digistrategist • #intelcontent
The Three Specific Challenges
① Streamlined and intuitive UX
② Comprehensive content direction and governance
③ Scalable t...
Bottom-up experience:
Ensuring visitors entering directly
on product/solutions pages (most
visitors) are given appropriate...
We have a clear POV and strategy behind how our site is
constructed
• Makes conversations with the business easier
• Eases...
Remember this?
Scalable technology and infrastructure
The Intelligent Content
Approach was key to our
getting there:
• Ato...
3 How It’s Working
@mark_f @digistrategist • #intelcontent
The Four Big Payoffs
① A framework for optimization
② Increased content creation efficiencies
③ Overall engagement is up
④...
Our goal with optimization: never “redesign” again
• Highly structured infrastructure makes it possible to
get experiments...
NEVER REDESIGN AGAIN.
THINK ABOUT THAT.
@mark_f @digistrategist • #intelcontent
A framework for optimization
@mark_f @digistrategist • #intelcontent
@mark_f @digistrategist • #intelcontent
1. Headline & Customer Logo
• Top level benefit/result of engagement with
BMC
• Cu...
10% MORE ORGANIC TRAFFIC (YOY)
50% MORE DATA SHEET DOWNLOADS
200% INCREASE IN TRIAL STARTS
67% INCREASE IN CONTACT ME REQU...
+67%
Contact Sales
Requests
Revenue!
+67%
Marketing Sourced
Pipeline associated
with requests
=
@mark_f @digistrategist • ...
Derek Phillips
Director of Content Strategy
ISITE Design
@digistrategist
Mark Fries
Principle Strategic Marketing Manager
...
Prochain SlideShare
Chargement dans…5
×

BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,

6 231 vues

Publié le

BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,

  • Soyez le premier à commenter

BMC Case Study: How to Take a Content-First Approach and Prove the ROI of Your Content Strategy,

  1. 1. BMC Case Study How to take a content-first approach and measure the success of your content strategy Mark Fries Principle Strategic Marketing Manager, BMC Software @mark_f Derek Phillips Director of Content Strategy, ISITE Design @digistrategist @mark_f @digistrategist • #intelcontent
  2. 2. AGENDA ① Where We Were ② What We Did ③ How It’s Working @mark_f @digistrategist • #intelcontent
  3. 3. 1 Where We Were @mark_f @digistrategist • #intelcontent
  4. 4. The Five Challenges ① Inconsistent representation of the brand story ② Too product-centric, not reflecting customer needs ③ Cumbersome and overwhelming UX ④ Lacking content direction ⑤ Needed scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  5. 5. Inconsistent representation of the brand story @mark_f @digistrategist • #intelcontent
  6. 6. Too product-specific, not reflective of customer needs @mark_f @digistrategist • #intelcontent
  7. 7. Cumbersome and overwhelming UX @mark_f @digistrategist • #intelcontent
  8. 8. Lacking content direction and governance @mark_f @digistrategist • #intelcontent
  9. 9. • 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
  10. 10. 2 What We Did @mark_f @digistrategist • #intelcontent
  11. 11. The Five Approaches ① Defined specific business goals and aligned them to touchpoints ② Defined the customer needs ③ Aligned pages to personas ④ Defined the content components: think modular ⑤ Mobile first, mobile always @mark_f @digistrategist • #intelcontent
  12. 12. 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
  13. 13. DEFINING SPECIFIC NEEDS AND IDENTIFYING CONTENT TO MEET THEM ENABLED OUR MODULAR APPROACH @mark_f @digistrategist • #intelcontent
  14. 14. Defined the customer needs We 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
  15. 15. Aligned pages to profiles @mark_f @digistrategist • #intelcontent
  16. 16. Defined the content components @mark_f @digistrategist • #intelcontent
  17. 17. 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
  18. 18. Strategy applied to the copy Translated to copy decks to speed production and ensure alignment. @mark_f @digistrategist • #intelcontent
  19. 19. Reused the content components Think modular… @mark_f @digistrategist • #intelcontent
  20. 20. Mobile first, mobile always Concise Actionable Focused on task completion Contextual @mark_f @digistrategist • #intelcontent
  21. 21. Mobile first, mobile always Also made defining hierarchy easier • Lead with most important • Stack in order • Provide paths @mark_f @digistrategist • #intelcontent
  22. 22. LET’S CIRCLE BACK ON A FEW KEY CHALLENGES @mark_f @digistrategist • #intelcontent
  23. 23. The Three Specific Challenges ① Streamlined and intuitive UX ② Comprehensive content direction and governance ③ Scalable technology and infrastructure @mark_f @digistrategist • #intelcontent
  24. 24. 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 @mark_f @digistrategist • #intelcontent
  25. 25. 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
  26. 26. 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
  27. 27. 3 How It’s Working @mark_f @digistrategist • #intelcontent
  28. 28. The Four Big Payoffs ① A framework for optimization ② Increased content creation efficiencies ③ Overall engagement is up ④ Contacts – UP! (And that means money) @mark_f @digistrategist • #intelcontent
  29. 29. 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
  30. 30. NEVER REDESIGN AGAIN. THINK ABOUT THAT. @mark_f @digistrategist • #intelcontent
  31. 31. A framework for optimization @mark_f @digistrategist • #intelcontent
  32. 32. @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. Body b. Challenge • Brief description of the business problem • Can be in sentence format or bullet, may include in-line links to more information c. 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 information 5. Next steps a. Contact BMC CTA b. Related products • list with links to learn more/try c. Related Resources • White papers/reports/videos related to the challenge (2-3 max) 3 4 2 1 5 Mobile first hierarchy Visitormindset Doesthisrelatetomychallenges?HowcanIlearnmore?Whatarethedetails? 5a 5b 5c 4a 4b 4c Increased content creation efficiencies
  33. 33. 10% MORE ORGANIC TRAFFIC (YOY) 50% MORE DATA SHEET DOWNLOADS 200% INCREASE IN TRIAL STARTS 67% INCREASE IN CONTACT ME REQUESTS Overall engagement is up @mark_f @digistrategist • #intelcontent
  34. 34. +67% Contact Sales Requests Revenue! +67% Marketing Sourced Pipeline associated with requests = @mark_f @digistrategist • #intelcontent
  35. 35. Derek Phillips Director of Content Strategy ISITE Design @digistrategist Mark Fries Principle Strategic Marketing Manager BMC Software @mark_f @mark_f @digistrategist • #intelcontent

×