PART 2: Customer Content Marketing In Action

The Human Factor

Start with a case study, transform it into a compelling human story … NOW you have the requirements of a Content Marketing Strategy.

What is the Human Factor? It’s not products, technology or solutions. It’s that “awwww” or “huh?” or “hmm” that journalists look for.

Review of Part 1:

The Human Factor changes a case study into something editorial – a story about YOUR customer.

So why do a demo?

Seeing is believing – see what you can do with customer content – and why it’s so important to think beyond case studies.

*No actual tech companies were harmed in the making of this demo.

For demo purposes, we’ve created a fictional, yet typical (sorry guys) global tech company…

Let’s get started!

“A vertically integrated, next-generation CRM company. Its Black Box appliance, the world’s smartest machine, is capable of collecting and storing terabytes of data, processing & analyzing that data to uncover business insights. Finally the appliance recommends discrete marketing, sales and product solutions to realize business value.”

Who is “ ” ?

Employees: 7,500 Revenues: 2 billion NASDAQ: BBOX Headquarters: Santa Clara, with Global Offices

So what are they doing that gives them the edge over their competitors? A superbly executed CUSTOMER CONTENT MARKETING PROGRAM.

Like many global firms, Black Box has a corporate web site, a social media presence and buys paid media.

Who is “ ” ?

Let’s take a closer a look, shall we?

Here’s a classic customer

web page. Or is it? HINT: we’ve replaced standard case studies with compelling editorial stories, creating a rich, more engaging “magazine” effect.

Show me!

Merchandized customer content in a variety of formats.

Featured story is editorial, NOT a case study.

Provocative, editorial headlines.

Now let’s check out our main feature.

Striking imagery grabs attention.

An lead story, with many links off to get readers deeper into content.

Right rail featuring full case study and 3rd party articles makes for rich experience.

“Breadcrumbs” point people to additional info & resources.

Where can we feature our human stories?

Why not start with the home page?

#humancontent

TIP: interesting story hooks can be merchandised throughout the site.

Hero banner placement puts editorial stories front & center.

Classic links to technology & solutions content, supported by featured customer stories.

Now let’s look at a product page.

Hero banner prominently features editorial content.

Breadcrumbs lead to high-value assets.

Right rail merchandizes additional vertical stories.

So what about Social Media?

Provocative Tweet grabs attention; link takes you to main feature on the web site.

Supported by visually arresting image.

Editorial headline promises more to the story, link drives right to the website.

#humancontent

An editorial customer content strategy helps you bring new capability to your web, social & product teams.

Ok, so they’re reading our great stories…

Well, remember those breadcrumbs?

… but what about leads?

#humancontent

Use registration gates for key content, linking customer content into lead gen and marketing automation strategies.

Insert registration gates in front of high-value assets, integrating your strategy into lead generation and automation systems.

Provide canned email copy to the lead gen team supporting their lead nurture strategy with more customer content.

So how does this work outside our own universe?

Paid banner specifically targeted to sponsored audience.

Sponsored article provides additional opportunity to point readers back to our own website.

Coming Soon: Part 3 – ‘Getting Started’

LIVE on SlideShare May 27, 2015

That’s it for Part 2.

Can’t wait? Give us a shout & we’ll give you a personal sneak

preview.

(Yes, click here) info@eccolomedia.com

@eccolomedia

SO… in case you missed it, here are the takeaways…

As always, feel free to SHARE! Customer Content Marketing Tip: Interesting story

hooks can be merchandised throughout your site #humancontent @eccolomedia

An editorial customer content strategy helps you bring new capability to your web, social & product teams. #humancontent @eccolomedia

A registration gateway for key content can provide a link into lead gen & lead nurture strategies. #humancontent @eccolomedia