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.

CONTENT
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.

CONTENT
2. Determine The Purpose Of Your Content
Mapping 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

CONTENT
3. Keep Content Relevant And Authentic
According 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.

CONTENT
Keep Your Content Fresh and Timely
Wanted: Current, Fact-Based Information
43%
54%
60%
65%
77%
85%
88%
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
Note: Percentages are based on combined scores of 5, 6 or 7 on a 7-point scale where 7 is “very important”
Base: 247 respondents
Data: 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

CONTENT
4. Get The Headline Right
UBM 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.

CONTENT
5. Choose the Best Format
Content 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.

CONTENT
White papers
More 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.

CONTENT
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.

CONTENT
Videos
Interest 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.

CONTENT
Infographics
An 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.

CONTENT
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/

5 Best Practices For Content That Gets Results

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