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Design Content that Inspires Buyers

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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

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Use Variety of Digital Content for Nurturing

Qualification

Sales ReadyLead

Corp Website

Landing Pages

Consideration

Research PerspectivesEducation

Awareness

EventsEmail Offers

Social MediaSEO

Case Study

Video Views

White PapersOnline Self-Assessment

Webinars

Webcasts

MiniGraphics

E-booksAnalyst Perspectives

Digital Content

InfoGraphics

InfoChartsTweetChats

Best Practice #2

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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

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Digital Content Should be Enjoyable

Best Practice #4

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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

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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

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Build Content that is Easy to See and ReadContent 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

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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

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Use Content to Create Buzz & Discussion

Best Practice #9

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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

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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

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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

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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

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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

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Validate Content Messaging with Experts

TopicExpertise

Buyer Research

Marketing & Content

Experience

Best Practice #15

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Use Analyst Content to Influence Buyers

Independent content on topics relevant to buyers help inform and provide context for taking action.

Best Practice #16

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Embrace Content that Provides PerspectiveDevelop 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

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Localized Content in Buyers LanguageDevelop content for markets that prefer to read and see content in their native language.

Best Practice #18

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Invigorate Buyers with Content to Engage

Best Practice #19

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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

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Content Should Help Buyers Build Strategies

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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.

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Ventana Research Social Media Sites

Twitter@ventanaresearch

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Community and Web Sitehttp://www.ventanaresearch.com

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