Ventana Research Twenty Best Practices in Digital Content 2015
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Learn 20 best practices in digital content that can help marketing be successful in engaging customers and prospectus with interactive and relevant information across marketing and sales organizations.
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Ventana Research Twenty Best Practices in Digital Content 2015
- 1. © 2015 Ventana Research1 © 2015 Ventana Research
- 2. © 2015 Ventana Research2 © 2015 Ventana Research2 Design Content that Inspires Buyers
- 3. © 2015 Ventana Research3 © 2015 Ventana Research3 Build Content that Covers the Basics Reduce time to performing tasks. Enable greater effectiveness and be competitive. Operate with increased confidence. Lower organizations’ operational costs. Improve quality of work. Best Practice #1
- 4. © 2015 Ventana Research4 © 2015 Ventana Research4 Use Variety of Digital Content for Nurturing Qualification Sales Ready Lead Corp Website Landing Pages Consideration Research Perspectives Education Awareness Events Email Offers Social MediaSEO Case Study Video Views White Papers Online Self-Assessment Webinars Webcasts MiniGraphics E-books Analyst Perspectives Digital Content InfoGraphics InfoCharts TweetChats Best Practice #2
- 5. © 2015 Ventana Research5 © 2015 Ventana Research5 Use Content that Listens and Guides Content like online self- assessments “listen” to buyers through an interactive approach using questions and responses that dynamically generate expert recommendations. The result will be tailored best practices and next step recommendations built from our research and experience. Best Practice #3
- 6. © 2015 Ventana Research6 © 2015 Ventana Research6 Digital Content Should be Enjoyable Best Practice #4
- 7. © 2015 Ventana Research7 © 2015 Ventana Research7 Use Graphical Content to Engage Buyers Utilizing visual and engaging content to stimulate buyers with best practices and with takeaways using research to advance readiness to take action. Best Practice #5
- 8. © 2015 Ventana Research8 © 2015 Ventana Research8 Use Video to Provide Human Perspective Video provides the ability to listen to a conversation and be inspired through reflection for buyers. Videos can be published on websites, social and YouTube. Best Practice #6
- 9. © 2015 Ventana Research9 © 2015 Ventana Research9 Build Content that is Easy to See and Read Content like infographics that tell a story and are easy to consume and use research facts for insight to enable multiple interactions and improve SEO along with optimizing your digital inbound strategy. Best Practice #7
- 10. © 2015 Ventana Research10 © 2015 Ventana Research10 Build Content for Consumption at Anytime Content like On Demand audio / visual presentations are easy and fast (up to 15 minutes) to engage and provide the ability to consume with content easily. Best Practice #8
- 11. © 2015 Ventana Research11 © 2015 Ventana Research11 Use Content to Create Buzz & Discussion Best Practice #9
- 12. © 2015 Ventana Research12 © 2015 Ventana Research12 Use Twitter & Social Media to Tell Story Schedule discussion on Twitter (Tweetchats) with experts using research facts to capture attention and then broadcast the entire session through Storify. Best Practice #10
- 13. © 2015 Ventana Research13 © 2015 Ventana Research13 Use Question & Answer for Discussion Create content that provides visibility into a discussion, and provides perspective from industry experts and will help buyers to gain insights on range of trends, best practices and benefits from using technology. Best Practice #11
- 14. © 2015 Ventana Research14 © 2015 Ventana Research14 Build Credibility with 3rd Party Case Studies Establish credibility through and independent case study that used the customers’ voice and provides a story about challenges and success. Best Practice #12
- 15. © 2015 Ventana Research15 © 2015 Ventana Research15 Use Research to Improve Quality of Content Using research charts and stats can help improve quality of digital content used to educate buyers with authoritative facts and they share insights to motivate a sense of urgency. Best Practice #13
- 16. © 2015 Ventana Research16 © 2015 Ventana Research16 Utilize Content that Educates Buyers Utilize educational content like white papers that provide depth on topics with examples of best practices and benefits, or help with establishing a business case for investment. Best Practice #14
- 17. © 2015 Ventana Research17 © 2015 Ventana Research17 Validate Content Messaging with Experts Topic Expertise Buyer Research Marketing & Content Experience Best Practice #15
- 18. © 2015 Ventana Research18 © 2015 Ventana Research18 Use Analyst Content to Influence Buyers Independent content on topics relevant to buyers help inform and provide context for taking action. Best Practice #16
- 19. © 2015 Ventana Research19 © 2015 Ventana Research19 Embrace Content that Provides Perspective Develop educational content that is intended to provide a perspective on the importance of topic. Easily read in 10 minutes with call-outs and research facts to engage reader which help instill the need to investigate further. Best Practice #17
- 20. © 2015 Ventana Research20 © 2015 Ventana Research20 Localized Content in Buyers Language Develop content for markets that prefer to read and see content in their native language. Best Practice #18
- 21. © 2015 Ventana Research21 © 2015 Ventana Research21 Invigorate Buyers with Content to Engage Best Practice #19
- 22. © 2015 Ventana Research22 © 2015 Ventana Research22 Build Content That Nurtures Interactions Develop content that supports a journey of interactions for buyers to gain awareness and education through a variety of digital content mediums. Best Practice #20
- 23. © 2015 Ventana Research23 © 2015 Ventana Research23 Content Should Help Buyers Build Strategies
- 24. © 2015 Ventana Research24 © 2015 Ventana Research24 Ventana Research – 13 Years of Experience Research and advisory services firm focused on applications and technology across industries. Focus on business and IT audience to provide advice and guidance on technology. Provide market research to create fact-based insights and perspectives to buyers. Create broadest range of digital content for driving awareness and education. 1. 2. 3. 4.
- 25. © 2015 Ventana Research25 © 2015 Ventana Research25 Ventana Research Social Media Sites Twitter @ventanaresearch LinkedIn http://www.linkedin.com/company/ventana-research Analyst Perspectives http://blog.ventanaresearch.com Community and Web Site http://www.ventanaresearch.com
- 26. © 2015 Ventana Research26 © 2015 Ventana Research