CONTENT STRATEGY FOR
ENTERPRISE SOFTWARE
DEVELOPMENT HOUSE
CLIENT OVERVIEW
COUNTRY: UK
INDUSTRY: Enterprise Software Development
SECTOR: Charity and Insurance Markets
CLIENT PROFILE: MSM is a software development house that specialises in enterprise system development for UK based companies. Their core competencies lie with complex software development and support for legacy languages.
MSM specialise in information modelling, application development, database and system integrations for charity and insurance clients.
Modern developed a content strategy to diversify the range of content across different audience profiles within the buying process.
BUSINESS SITUATION
MSM had a wide range of content that had been produced in-house. The documents produced focussed on the technical merits of the solutions MSM provided and therefore were limited to only a few stakeholders within the buying cycle. MSM were keen to expand the content, ensure they encapsulated the company’s value proposition and appeal to a wider set of stakeholders.
CONTENT STRATEGY ACROSS
MULTIPLE STAKEHOLDERS
Modern worked with MSM to audit their content, map it to appropriate
buyers, identify gaps and recommend content to filter out to all relevant
stakeholders across the various product propositions. Content was
adapted tonally for different stakeholders and all content was shattered
for effective distribution.
KNOWING YOUR AUDIENCE AND DETERMINING APPROPRIATE MESSAGES
Creating content isn’t just about saying what you want to say, it’s about making what you want to say highly relevant to your intended buyer. When creating content such as white papers or case studies, it’s easy to slip into ‘what do I want to say’ mode. Whilst this is valuable, it often doesn’t resonate with the intended audience.
It was identified that the majority of content appealed to one stakeholder and focussed on the middle and later stages of the buying cycle. With most complex purchases, there are multiple stakeholders involved in the buying process. It’s therefore critical that there is appropriate content for all stakeholders and that there are topics and information relevant at every point in the buying cycle.
BUYER PROFILES
TO UNDERSTAND CONTENT AUDIT TO
2
CONTENT MAPPING
3
EDITORIAL CALENDAR
4
CONTENT EDITING,
5
DISCOVERY & IMPLEMENTATION PROCESS
1
RESULT:
CONTENT MAXIMISED TO MULTIPLE
STAKEHOLDERS ACROSS DIFFERENT
PROPOSITIONS AND BUYING STAGES
STAGED AND METHODICAL
APPROACH TO CONTENT MAPPING
Every piece of content (around 75 pieces) was mapped to a stakeholder and buying stage. From there, a matrix was developed to identify gaps. Content topics were
recommended to ensure a wide and deep selection of content across all stakeholders. The ambition was to create 3 pieces of content per stakeholder per stage. Each piece of content had to be in a different format: blog, video or white paper. Every piece of content was also assigned a primary keyword to ensure it was optimised effectively or the search engines.
Once these elements had been determined, a 12 month editorial calendar was created and production began.
IT DIRECTOR Legacy Software: Resolving the Issues (PDF)
Enhancing Your Systems: Increasing ROI Through Minimum Investment (PDF)
Business Solution Case Study:
Transition from A to B through a support contract (PDF)
EXAMPLE CONTENT MATRIX (SIMPLIFIED)
STAKEHOLDER EARLY / AWARENESS CONSIDERATION EVALUATION
IT MANAGER FINANCE DIRECTOR / MANAGING DIRECTOR Balancing Act Between Skillsets and Resources (PDF)
Establishing Business Critical Inefficiencies in Software (PDF)
Case Study: Providing the Technical Solution for a Complex Legacy System (PDF & Video)
Career Suicide to Rip and Replace Your Legacy System? (Blog)
Creating the Business Case for Support Services (PDF)
Case Study:
Financial Rewards: Demonstrating the ROI on Support Contracts (PDF & Video)
PROPOSED SOLUTION
• Step-by-step approach to content mapping and strategy development • Gap analysis and content idea generation across multiple business units • Comprehensive editorial calendar as central point for production
• Clear, implementable strategy across all agencies for production
SOLUTION BENEFITS
• A comprehensive set of content pieces across the spectrum of stakeholders • Vital case studies were enriched and lengthened to provide insightful information
for various stakeholders that focused on business transformation as well as a technical message
• Rich material on the website that is optimised and driving visitor engagement • Content created as multipurpose pieces for use across lead generation,
outbound campaigns and prospect nurture
Working with Modern has been invaluable. They took a
refreshing and highly strategic approach to the development of our content which is going to massively enhance our search programme and nurture activity.
TALK TO US TODAY
Modern
Bristol and Bath Science Park Dirac Crescent
Emerson’s Green Bristol BS16 7FR
Phone: 0117 332 6700
Email: [email protected]
Twitter: @modernb2b
ABOUT MODERN
Modern is an award-winning specialist technology B2B marketing agency offering integrated digital campaigns to drive growth.
We focus on lead generation and customer engagement through search, social, PR and content, underpinned with strategic thinking and solid metrics.
We’re honest, straightforward and clear thinkers. We won’t baffle you with jargon and we won’t lead you down the garden path. We’re chosen by our clients for our
grounded insight and our ability to influence business performance.
We start with your buyers and define a strategy that works with their behaviour, motivations and concerns, and the channels they engage with.
We forecast marketing performance, setting out how the results will take shape over time. We set KPIs and ensure that every media channel we recommend delivers against your expectations. Rigorous processes and regular, easy to understand reports with expert insights come as standard, so you know exactly what works and what doesn’t, and more importantly how it’s affecting the bottom line.
