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Content MArketing World 2011 “How to Develop a Content Strategy that Works” Jonathan Byerly, Director – Online Content, Dell Two years ago, Jonathan decided to make content strategy a “personal crusade” at Dell. Now, as Dell’s Director of Online Transformation for Public & Large Enterprise Marketing, Jonathan is putting content strategy front and center in the Dell.com redesign process. In this session, Jonathan will go through all the steps that Dell followed in putting together a Web content strategy that works, complete with takeaways and actionable next steps
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Content and the Complex Sale#DellCMW
Jonathan ByerlyDirector- Online Content@jonathanatdell
Global Marketing
A good idea can completely change things
The ideaLet customers have exactly the system they want, without paying the middle-man
The resultsDell is a Fortune 50 company serving consumers and businesses around the world.
Global Marketing3
Good ideas can change Dell, too• How content strategy has changed Dell.com
Substance
Structure Circulation Conversation
Delivery
Governance
Global Marketing
Content strategy is evolving Dell.com
Two years ago: The “root ball”• Product centric experience• No consistent architecture
• Campaigns and dell-speak in navigation• Multiple destinations for the same topic• Random page connections, lots of
orphans• Lots of outdated content• 80-90% of traffic to hardware pages
Today: “Industry’s best B2B website”• Customer centric experience• Consistent navigational strategy
• Flexible information architecture• Navigation & copy based on customers• Consolidated destinations for topic
• Fresh contentTomorrow: Bringing the content to you
Global Marketing
The challenge: Selling solutions online
5
I’ll take two virtualizations and a side of cloud, please
ORDER
HERE
Global Marketing
Customer buying process
Confidential6 04/12/2023
INITIATE
Perceive need
Understand need
Identify solution
attributes
Determine decision
parameters
SEARCH
Research providers
and solutions
Document provider and
solution information
Solicit feedback
from stakeholders
EVALUATE
Define decision criteria
Evaluate options using
decision criteria
Negotiate with
provider
Select provider and
solution
PURCHASE
Determine where,
when, and how of
purchase
Execute purchase
(transaction)
Make payment or
begin payment process
USE
Begin using solution
Determine if solution
meets needs
Form opinions
about provider and
solution
Determine if further
action is required
ENHANCE
Add to solution or
solution environment
Seek education or training on
use of solution
RESOLVE
Perform self-service
Seek solution support
Seek non-solution support
Pre-Sales Post Sales EvaluationSales
The customer purchase process begins long before your product is considered
The solution sale happens offline
Global Marketing7
Substance• Words of value and quality, presented for easy
consumption
Structure Circulation Conversation
Delivery
Governance
SubstanceRelevance, Voice, Search-optimized, Purpose-driven
Global Marketing8
Style and relevance – “Educational marketing”
• Helps clients make better decisions– Consultative, personal
– Provides decision frameworks
• Is “in the know”– Current on market trends
– Distills important insights
• Tells it like it is– Avoids “sales pitches”
– Provides relevant information,
– No geek speak
The “Trusted Advisor”
Global Marketing
Content types vs Customer buying process
Confidential9 04/12/2023
The subject and type of content needed changes through the buying process
INITIATE
Market events
Pain points
Technology innovations
How they solve
problems
SEARCH
Decision frameworks
Problem /benefit
Return on investment
Case studies
EVALUATE
Differentiation
Demonstration
Features /benchmarks
Case studies
Specific Pricing
PURCHASE
Configuration
Contract managemen
t
USE
Best practices
Users guide
Deployment guides
Reference Architecture
s
ENHANCE
Best practices
Update notifications
Training and certification
Drivers & downloads
RESOLVE
Trouble-shooting
Drivers & Downloads
Support contract
information
Pre-Sales Post Sales EvaluationSales
Global Marketing10
•We understand your pain
•The challenge is common in your industry
•Address this challenge with our solution
•Our products are designed and built for these solutionsProduct centric…
• We have high-performance, high-value, reliable products
• They are good for these solutions
• You need these solutions to address your challenges
• These challenges cause you pain
• We understand your pain
• The challenge is common in your industry
• Address this challenge with our solution
• Our products are designed and built for these solutions
to user centric
Global Marketing11
Technology Resource Center
Examples of Purpose Driven Pages
Solution Page: How technology can solve a problem• Specific pain• How technology & capabilities address it• Impact of solving the problem• Relevant case studies, white papers, and technical documentation
Challenge page: Introduces a major industry challenge• Key terms related to industry challenge• Highlight categories of related pains• Targeted pages optimized for specific pain points related to challenge• Groups solutions that address the challenge
Strategy Page
• Clear guidance on how to think about/prepare for using a technology
– Where to start
– Trends to watch
– Major camps of thinking
Value Page
• Simple explanation of how technology works
• Return on investment
• Customer Case studies
Implementation Page
• Best practices for implementing technology
– Technical guides
– Reference architectures
– Services
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Structure• Helping users build a mental map of the content
Substance
Circulation Conversation
Delivery
Governance
StructureInformation architecture
“Conceptual architecture”
Standard copy architectures
Global Marketing13
What is a solution, anyway?Virtualization
Archiving
Disaster Recovery
DatabaseOracle
Application Development
Business Intelligence
Regulatory Compliance
IT productivityWorkstations
Servers
StorageRetail
Support
Server Consolidation
Green IT
Security
High Availability Clustering
Systems Mgmt
Converged Infrastructure
Cloud
Graphic Design
Networking
iSCSI Storage Area Network
Healthcare
Encryption
Deduplication
ERP
Consulting
Outsourcing
Efficient Enterprise
Power to Do More
SQL
SAP
VMWare
Windows
Life Sciences
Academic Reasearch
Law Enforce
Global Marketing14
What is a solution, anyway?
Archiving
Disaster Recovery
Database
Virtualization
Oracle
Application Development
Business Intelligence
Regulatory Compliance
IT productivity
Workstations
ServersStorage
Support
Server Consolidation
Gre
en IT
Security
High Availability Clustering
Systems MgmtConverged Infrastructure
Cloud
Graphic Design
NetworkingiSCSI
Storage Area Network
Healthcare
EncryptionDeduplication
ERP
Consulting SQLSAPVMwareWindows
RetailAcademic ResearchLife Sciences
Effi
cient
Ente
rpri
sePo
wer
to d
o
More
Outsourcing
Law Enforce
Solutions Solve problems with Dell services and technology
Industry Verticalshave distinct needs and
vocabularies
Needscategorize customer
pain points that must be addressed
Servicesperform tasks for a desired
outcome
Technologiesprovide the tools to solve problems
Partnersprovide
specialized capabilities
Cam
paig
ns
featu
re D
ell
cap
abili
ties
an
d e
xpert
ise in a
poin
t-of-vie
w m
ess
agin
g f
ram
ew
ork
Global Marketing
New Dell.com learn architecture
15
Solutions
Technologies
Industries
By Tech
By ServiceBy Partner
By Industry
Product Details
Systems
Configurators
Cam
paig
nFlexible campaign layer presents solutions content in context & structure of campaign messaging
Solutions Experience provides multiple paths to showcase solutions, leading to consistently organized technology & industry resource centers
Purchase path features relevant solutions content on every product page
By Need
Global Marketing16
Personae: Speaking to different users on the same topic
• Business decision maker:
– “What is this and why should I care?“
– “Let’s talk dollars and cents”
– “Solve my problem”
• IT decision maker
– “Why is Dell so smart?”
– “How can Dell make me smarter?”
– “Let’s talk technology trends and long term strategy”
• Key Evaluator / Project lead
– “Am I going to work 80 hour weeks on this project?”
– “I know how to solve this problem, if only my boss would listen”
– “Let’s geek out on technology, performance and architecture”
• IT operator
– “How do I use this stuff every day”
– “I’ve become an expert with your competitor, why change now?”
– “I want to get ‘into the weeds’ to understand”
Global Marketing
Technology “Blueprint” standardizes learn experience
Technology
Value of technology
What is it?
Benefits
Case Studies &
Proof Points
Your <tech>
Strategy
Why Dell
Assess your needs
Design your
solution
Dell’s OEM Partners
Implementing Technology
Deployment
Performance
benchmarks
ReferenceArchitectur
e
Components
Services
Software
<Hardware Category>
<Hardware Category>
Infrastructure /
accessories
Best Practices
Monitor & Maintain
Protect (security or HA)
Update & Optimize
17
Consistent table of contents modularizes message, creates predictable role-based structure for end users, and a content coverage guide for marketers
Messaging on these category pages defines Dell’s position on, and provides standard vocabulary for the technology
Documents (leaf level, white papers, brochures, videos, etc) is organized and maintained created to support these categories, using the current language on the pages
Content “pool”
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One storytelling architecture for all technologies
Value of technologyWhat is it?BenefitsCase Studies & Proof Points
Your <tech> StrategyWhy DellAssess your needsDesign your solutionDell’s Partners
Implementing TechnologyDeploymentPerformance benchmarksReference Architecture
ComponentsServicesSoftware<Hardware Category><Hardware Category>Infrastructure / accessories
Best PracticesMonitor & MaintainProtect (security, DR, HA)Update & Optimize
Bla
de S
olu
tions
Clo
ud C
om
puti
ng
Colla
bora
tion
Converg
ed Infr
ast
ruct
ure
Data
base
Desk
top C
om
puti
ng
Exc
hange
Hig
h-P
erf
orm
an
ce
Com
puti
ng
Lin
ux
Mobile
Com
puti
ng
Netw
ork
ing
Pow
er
& C
oolin
g
Sto
rage
Syst
em
s M
anag
em
ent
Unifi
ed
Com
munic
ati
on
Vir
tualiz
ati
on
- C
lient
Vir
tualiz
ati
on
- S
erv
er
Win
dow
s S
erv
er
20
08
Work
stati
ons
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Governance• Keeping the strategy consistently implemented
Substance
Structure Circulation Conversation
Delivery
Governance Control Process, Planning, optimization
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The key to success:Balance Grassroots and executive mandates
20
Grass Roots
Executive Mandate
Tactical consistency
Shared Vision
Momentum
EvangelismPersistence
KPIs
Proof of concept
Education
Research
Policy
Broad communicatio
nTraining
Simplicity
Voice & vocabulary
Role Definition
Interpretation
“Internal Outsourcing”
Enforceability
Subject-matter expertise
Use executive mandate to
– Force collaboration
– Define clear roles
– Control voice & vocabulary
Use grass roots approach to
– Develop & champion new approaches
– apply strategy on per-project basis.
Global Marketing21
Messages for the messaging team:We don’t do messaging; you don’t do online
• Messaging is not the same thing as web copy– Brief us!
– You will be edited!
• Message architecture is not the same thing as information architecture– We love your message, but it does not define the site structure
• Using new terms for old things may be exciting marketing, but it sucks for search– I know our name symbolizes our differentiated approach, but does
anyone else know that?
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Internal Outsourcing: The agency concept• Digital Librarian posts all documents to dell.com
– Writes short and long descriptions
– Applies all necessary metadata tags
– Pushes documents through workflow to publish
– Chief consultant on site map for paid search programs
– Provides Tag requirements and queries for data driven pages
• The writer creates the web copy– Search optimized
– Written for the web
– WE DON’T DO MESSAGING
• Creative Design– Creates all graphics and merchandising pieces
Global Marketing23
Metrics to Optimize the experience
0% 17% 34%
-3%
0%
3%
6%Large Enterprise: Solutions
0% 18% 35%0%
9%
18%Campaign Pages
0% 20% 40%0%
3%
5% Products
Constant monitoring of sites within dell.com for lead gen effectiveness
– Total unique visitors (bubble size)
– Site conversion (vertical axis)
– Form conversion (horizontal axis)
Global Marketing24
OK, we have a website.
Now what?
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Different channels for each stage in the funnelAwareness
• Google/Bing Search Share/re-tweet/like• Content sharing outpost (Slideshare, Youtube)• Social networking outpost (LinkedIn, Facebook)
• 3rd party forum (cnn.com, Wikipedia, etc)
Conside
r-ation
• Business Twitter Handle• Decision Maker community• Corporate Website• Technical Users community
Decision
• Corporate Website• Marketing Automation• User Community• Webinars
Action
• Protected forums• virtual workshops
1: .
1:1
8 Static
Real time
Sca
le
Inte
ract
ion
Global Marketing
Awareness
Consideration
Decision
Action
The content circulation matrix
Initiate Search Evaluate/Purchase Use Enhance Resolve
A customer can enter your funnel at any stage in their decision process
The earlier they do, the higher your margins
Awareness
Consideration
Decision
Action
Global Marketing
Awareness
• Show up in search for pains, needs & verticals
• Get PoV content shared, viral
• Get market-response content syndicated to news sites
• Explain how technologies can solve problems
• Show up in search for solutions & technologies
• Post our content where our customers research technologies
• Get thought leadership content onto YouTube and slideshare
• Push new information to identified customers in the research process
• Show up where customers are evaluating competitors offers
• Influencer endorsements
• Share user generated demo content
• Share scripts
• Share best practices
• Notify of new releases & capabilities
Consideration
• Show that Dell understands what is happening in the marketplace and how in impacts customers’ needs
• Show that dell has the right solutions for the customer’s needs
• Frame customer thinking for evaluation
• Provide ROI information
• Provide latest updates on Dell portfolio and PoV
• ROI information
• pricing
• technical specifcations and operational guidance
• Demonstrations, chats
• How-to guidance in forums
• Engineering documents
• Build loyalty
• Product manager chats
Decision
• Engage opportunity to understand need
• Understand customer’s specific environment
• Engage opportunity to understand need
• Simplify research process
• Give the customer access to NDA content,
• allow customer to save key documents
• Answer customer’s specific questions
• Provide Customer-specific pricing
• Crowd-sourced configurations or workarounds
• IT operator testimonials
Action
• Enable direct SME engagement
• Facilitate private information sharing
• Enable direct SME enagement
• Facilitate private information sharing
• Sell training
• Connect with Sales force
Define goals for each cell in the matrix
Initiate Search Evaluate/Purchase Use Enhance Resolve
Marketing Automation
Dell.com
NeedsVerticals Solutions SystemsTechnologies
Capabilities
Global Marketing
Awareness
Consideration
Decision
Action
Expand your content beyond your site
Dell.com
Marketing Automation
NeedsVerticals Solutions Systems
Initiate Search Evaluate/Purchase Use Enhance Resolve
TechnologiesCapabilities
Drive MindShare in PreSales Phase• Targeted listening• Respond to market events• Tie current news to your
product set• Presence on 3rd party sites• StumbleUpon, Viral
content• Increase search focus on
pain points
Scale Engagement in Sales Phase • Authenticated Environments• Protected forums
Increase Awareness in Sales Phase • Search Engine Optimization• Corporate Twitter Accounts• Blogging• Presence on Networking sites
(LinkedIn, Facebook) • Targeted Decision-Maker
communities
Increase content and engagement in post-sale phase• User communities• Technical support forums
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Circulation• Creating a content ecosystem to extend your marketing
funnel across the web
Substance
Structure CirculationInfluencer IDChannel mix
Distribution model
Conversation
Delivery
Governance
Global Marketing
Market content drives awareness & mindshare of Dell’s innovative solutions capabilities
30
Showcase expertiseCover the right areas Be results-oriented
• Industry and technology news, including competitive response
• Market events with a Dell PoV
• Participation in high-visibility conversations
• Provide deeper insights related to dell activities, beyond PR team’s capacity
• Search Optimized
• Heavily hyperlinked
• Higher visibility than the competition
• Solutions & Services portfolio tied to customer and industry needs
• Thought leadership from Dell
• Partners that provide valuable content
• Expert opinions
• Competitive differentiation
• Peer recommendations
• Case studies
Global Marketing
Identify and target key influencers to ensure that our presence is impactful...
31
Global Marketing
Delivery Playbook
• Balance of content types over time
– TL
– Editorials
– Comments
• Mix across social sites according to priority
• Create variety of assets to keep Dell posts fresh
32
• Writing– Editorials
– Blog Posts
– Tweets
– Video scripts
• Review– Editing
– Approval
– Alignment
Planning Intake Research Production Publication
• Listening
• Marketing interface
• Prioritize
• Sync with production team on expert usage
• Share relevant articles among team
• Identify experts
– Internal– 3rd party
• Perform content curation
– RSS– Industry
sites– Social
listening tools
• Core team/ Network
• On dell.com
• Off of dell.com
Global Marketing
Balance of proactive and reactive, thought leadership and conversation
33
Casual conversation
Thought Leadership
ProactiveMajor themes/ beats
ReactiveMarket news
• Journalism team + Dell SMEs
• Editorial reactions to market and technology news
• Select responses to specific viral topics
• Dell POV on issues
• Journalism team• Quick reactions to
market and technology news
• Dell POV• Mix of responses and
dell promotion/linking
• Dell SMEs• Dell leadership• Dell thinking on
trends, new developments, or industry impacting events
• Interviews
• Journalism Team• Recycled content• Curated content• “First to publish”
strategy demonstrates leadership
• Drive traffic through links back to dell.com
Global Marketing
Leverage multiple delivery models to balance value & scale
34
Original
Editorial
Recycled
Aggregated
Content source
Dell 3rd party
Valu
e p
ort
ab
ilit
yLo
wH
igh
Low HighProduction Scalability
Increase scale by re-purposing original Dell content
Highly portable,
viral potential
Enter the discussion when Dell is not the focus
Limited portability
Topical, related, linkable to dell
Curated
Dell.com
Global Marketing
Awareness
Consideration
Decision
Action
Addressing the pre-sales phase off of dell.com
Dell.com
Dell SME site
Stumble upon,
G+, Like, share
NeedsVerticals Solutions
Enterprise efficiency
Systems
Initiate Search Evaluate/Purchase Use Enhance Resolve
TechnologiesCapabilities
Third party business forum or blog
• Design content to go viral• post story on third party site• Story has links to other dell
content• by-line refers reader to writer’s
site• Writer’s site aggregates their
blogs and tweets from multiple locations is “Sponsored by Dell”
• tweet in personal Dell account• Re-tweeted in Dell Enterprise
twitter• Writer also tweets about
dell.com content and provides curated 3rd party content
DellEnterprise Twitter
YouTubeSlideshare
Market Response
Global Marketing36
KPIs to measure impact of circulation strategy
KPIs, by channel Coverage Relevance Action
Twitter SoV/followers Re-tweets Next Click
Like Button Likes Traffic to dell
StumbleUpon Views Likes Traffic to dell
Slideshare Search Results Likes/Shares Traffic to dell
Forum.com Views Replies Next Click
Blog post on Third-party.com views Comments Traffic to dellNext Click
YouTube Views Likes Traffic to dell
Goal: Decision maker mindshare of Dell as innovative solutions provider• Mindshare: Strong presence in all channels• Relevance: A clear message that resonates• Action: Provide a clear path to next step
A CC
Global Marketing37
Conversation• Content in real-time
Substance
Structure
Circulation
Conversation
ExpertiseStrategic ActionsIndividual brand
Delivery
Governance
Global Marketing
Monitors and routes over 22,000 online mentions of Dell every day
• Conversations analyzed by topic, sentiment, share of voice,
geography. • Information routed to the right people - wherever they are in
Dell- for response, insight, or action.
Listening to the marketplace
Global Marketing39
IT Operator community: www.delltechcenter.com
Heavy participation from Dell SMEs in PG and consulting teams
Guided community activitiesChallenges aligned to key Dell PoV’s
Internal editorial calendar
Reward with points and recognitionBadging system
Strong Twitter presence
Proactive Engagement
Reputation Management
UserGenerated
Content
Global Marketing
Awareness
Consideration
Decision
Action
Marketing Automation
Engaging in the post-sale phase
USER COMMUNITY
Dell.com
Linked in grp
NeedsVerticals Solutions Systems
Initiate Search Evaluate/Purchase Use Enhance Resolve
TechnologiesCapabilities
• www.delltechcenter.com team moderates technical community forums
• Weekly technical chats with SMEs
• Posts regular blogs on Inside Enterprise IT
• Maintains massive interactive twitter following
• Feeds content via RSS to LinkedIn group
• Participates in third party forums
Third party tech forum
Inside Enterprise IT
TechCenter Twitter
Global Marketing41 Confidential
Decision-maker community: Enterprise Efficiency• community of business
technology leaders and executive decision makers—including CIOs, analysts, consultants, and other IT-involved professionals—
• to share ideas, insights, observations, and best practice.
Objectives:
• Grow the community via social sharing, collaboration, promotion, and new engagement opportunities (discussion areas, debates, chats)
• Drive traffic to dell.com
• Lead Generation– Show Dell POV and link back to
Dell content to convert to sale or continue learning.
– Engage / Build trust
www.enterpriseefficiency.com
Global Marketing
Awareness
Consideration
Decision
Action
Linked in grp
Increasing traffic to dell.com in the sales phase
Dell.com
Facebook page
DellEnterprise Twitter
NeedsVerticals Solutions
Enterprise efficiency
Systems
Initiate Search Evaluate/Purchase Use Enhance Resolve
TechnologiesCapabilities
Opportunity: closing the deal
• IT decision maker community is the hub of sales-phase activity
• Weekly radio talks and debates with analysts & thought leaders
• Staff of industry writers• Maintains massive interactive
twitter following• Feeds content via RSS to
LinkedIn and facebook groups• Guest writing on 3rd party
forums• Linkbacks to dell.com
everywhere
Third party forum
Google seach optimization
Global Marketing43
Client virt forumDell & Partner SMEsEBC presenters
Converged Infr. forumDell & Partner SMEsEBC presenters
Dell Storage forumDell & Partner SMEsEBC presenters
The power of internal social media
Sales communityAccount teams
SMESSubject matter Experts can see topic specific threads across all forums• Respond directly• Leverage well received
responses in others• Recognize trends in
questions, issues
Internal Storage Thread:
Internal CV thread
Internal CI thread
Latest internal news posted in ongoing blog/forum• ETT content, Sales ops• Sales can comment/
question directly inline
• Internal-only communities directly connect sales with the experts
• Let sales focus on networking with customers
• Next step- get customers direct access to internal SMEs in protected forums
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The results
• Industry’s best B2B website
• Leads are up 100% Y/Y
• Over half of B2B traffic now goes to Solutions
• On trajectory to grow 400% by end of year
No one debates content strategy anymore! Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Global Marketing45
Top Ten Takeaways
1. Inventory your online properties using the content matrix. Do you have the right content in the right places?
2. Engage customers in earliest phases of decision process for largest rewards
3. Provide customers with educational content for each “cell”
4. Invest in your writers’ personal brands. Their reputations build your brand.
5. Tie all of your properties together with KPIs so they function as an ecosystem.
6. Structure content around personae: What do they need, how do they talk?
7. Message architecture is not the same as site architecture, and messaging is not the same as copy
8. The easiest way to win a governance dispute is to do it your self
9. Use a combination of content sources to provide customers with an ongoing stream of content, and use freeware tools to syndicate it
10. The most overlooked link in the content value chain is closing the deal.
46
Thank you!
