Question

Topic: E-Marketing

Web Content Formats Leveraged Successfully For B2b

Posted by michelle.woolfolk on 3/31/2011 at 4:27 PM ET 250 Points
I am trying to understand from web site, content management and other B2B marketers, which types of web content seem to be most desired by busy business executives. We are a large IT company with a large technical customer base, trying to break into more high level business contacts. Our content focus is really to help provide thought leadership on key issues affecting business leaders by helping them understand the role that our technology and services can provide. We use customer testimonials and examples a lot. Given the use of smart phones and devices, social media, and mobile applications.. it is hard to know which types of content formats are most desirable to this audience ie.. videos, podcasts, white papers, blogs, articles etc.. If you have limited dollars and resources.. where do you invest for this audience. I would be interested in some perspectives and or examples from others.
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RESPONSES

  • Posted by Sharon Ernst on 3/31/2011 at 5:27 PM Accepted
    Hi, Michelle. I have three responses (not really answers). First, the only sure way to know anything is to test. I know, that's not what you wanted to hear. :-) But if it works for another company that doesn't necessarily mean it's going to work for yours. My second response is blog. Meaning use your blog as a hub for pushing out all of your content. If you have testimonials and examples already, then you already have good blog content. Make it keyword rich, because the other factor here is, how are these people even finding your content? If they're not finding your whitepaper or webcast, then it doesn't matter if it's a whitepaper or webcast. :-) Third, you say your goal is to "provide thought leadership on key issues affecting business leaders by helping them understand the role that our technology and services can provide." And that's a problem. Your goal should be thought leadership around helping them solve their problem as they see it. Not the role your tech and services provide. That's the difference between talking to the customer or at them. Talk about their problems, meaning what they are buying: the solution to the problem. Don't talk about what you're selling. Start there, and you might have an easier time figuring out the best way to serve up your content. I hope that helps!!

    If not, let me know!

    --Sharon
  • Posted by michelle.woolfolk on 3/31/2011 at 5:39 PM Author
    To Monmark - I agree with the relationship building and we have field teams in sales and consulting that do that well. In fact I would say that is our primary way of selling but primarily up the IT management chain and less on the business side. At the end of the day, we are trying to find leads that our sales teams can work. The web is just one vehicle, but an important one. Obviously any content we build, sales can leverage when talking to customers.

    To Sharon - agree on your comments and like you, believe that blogs have great value. Getting our subject matter experts comfortable with blogging is the bigger issue, but one we have to overcome.

    Thanks for your inputs.
  • Posted by Jay Hamilton-Roth on 4/3/2011 at 5:20 PM Accepted
    I'd suggest create some detailed case studies around issues that your target market cares about deeply. What's the measurable results of your actions for you clients? Take these studies and create downloadable PDFs, basic videos (if appropriate), etc. But create great content first.
  • Posted by totem on 4/3/2011 at 10:33 PM Accepted
    I suggest that you survey your existing client-base and ask them (or rank) where they get their news and information and which format they prefer. Your existing clients should typify your ideal customer and their preferences.

    I am currently developing a client survey and plan to include:

    I regularly access business-related news and tips from (check all that apply):
    Blogs
    RSS feeds
    Facebook
    Podcast
    Twitter
    You Tube
    TV
    Radio
    Magazine/journal
    [Company] web site

    My preferred method(s) of consuming business-related news and tips include (check all that apply):
    audiobook
    audio podcast
    blog post
    email newsletter
    mailed newsletter
    hardcover/paperback book
    eBook / PDF
    magazine/journal
    web page
    TV show/series
    DVD/videocassette
    Video podcast
    You Tube
    In-person event/training

    For digital content, I primarily use (check all that apply):
    Desktop computer
    Laptop/netbook computer
    Tablet/slate computer (iPad...)
    Handheld computer/smartphone (iPhone, Blackberry...)
    Portable music plaley (iPod...)
    eReader (Kindle, Nook...)
    Set-top Digital Media Device (AppleTV, Boxee, Roku...)
    Printer (print it to read off-line)


    I would like to receive business-related news and tips from [myCompany] as often as (check one):
    Daily
    Weekly
    Monthly
    Quarterly
    Yearly


    Hope this helps.
  • Posted by michelle.woolfolk on 4/4/2011 at 11:11 AM Author
    Thanks Totem. We have done some survey's in the past. I like them and I think that is a good idea for our existing customer base. My challenge is that I am looking to go beyond our existing customer base and into a more business vs. IT focused client base and at a higher level. I think that this type of content is generally available where either marketing and/or news publications have done their own surveys. I just need to do some research. Thanks for sharing your survey. Good ideas.
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