Connective dx bmc-case-study-cspdx
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BMC Software and Connective DX faced several challenges in their content strategy, including inconsistent brand representation, a product-centric approach, and cumbersome user experience. They implemented a modular, customer-focused strategy that prioritized mobile access and streamlined content governance, leading to increased engagement and efficiency. The result was a significant rise in organic traffic and sales requests, demonstrating the effectiveness of the new approach.
Connective dx bmc-case-study-cspdx
- 1. Content First | A Case Study Mark Fries Principal Strategic Marketing Manager, BMC Software @mark_f Derek Phillips Director of Content Strategy, Connective DX @digistrategist
- 2. The story: BMC Software & Connective DX
- 3. The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to Where We Were What We Did How It’s Working
- 4. @mark_f | @digistrategist Where We Were: Five Challenges 1. Inconsistent representation of the brand story 2. Too product-centric, not reflecting customer needs 3. Cumbersome and overwhelming UX 4. Lacking content direction 5. Needed scalable technology and infrastructure
- 5. @mark_f | @digistrategist Inconsistent representation of the brand story
- 6. @mark_f | @digistrategist Too product-specific, not reflective of customer needs
- 7. @mark_f | @digistrategist Cumbersome and overwhelming UX
- 8. @mark_f | @digistrategist Lacking content direction and governance
- 9. @mark_f | @digistrategist Needed scalable technology and infrastructure • 200+ products • 5 separate business units • Moving to centralized content management and editing • New commitment to testing and optimization • Plans to expand global footprint
- 10. @mark_f | @digistrategist What We Did: The Five Approaches 1. Defined specific business goals and aligned them to touchpoints 2. Defined the customer needs 3. Aligned pages to personas 4. Defined the content components: think modular 5. Mobile first, mobile always
- 11. @mark_f | @digistrategist Defined specific business goals and aligned them to touchpoints We asked the questions: • What is the purpose of this page to our business? • What are the KPIs we’re measuring? • What is the primary call to action? • More importantly: What role is it targeting? Strategic vs. Functional
- 12. @mark_f | @digistrategist Defined specific business goals and aligned them to touchpoints We asked the questions: • What is the purpose of this page to our business? • What are the KPIs we’re measuring? • What is the primary call to action? • More importantly: What role is it targeting? Strategic vs. Functional
- 13. @mark_f | @digistrategist Aligned pages to profiles
- 14. @mark_f | @digistrategist Defining specific needs and identifying content to meet them enabled our modular approach.
- 15. @mark_f | @digistrategist Defined the customer needs Assump9ons Prototype & Test Adjust Some key insights learned: • Users commonly have specific products in mind, or a specific func9onal need • Users prefer func9onal categories • Product/solu9on features preferred to high-‐level benefit statements • Data sheets are a highly valued content asset We made some assump9ons and then tested them with customers.
- 16. @mark_f | @digistrategist Defined the content components
- 17. @mark_f | @digistrategist Designed in the browser Some key benefits: • Working with real content to beLer inform design • Could see the mobile experience and break points • Founda9onal FED mark-‐up sped up development 9me Jumping quickly to building a site, vs. building pictures of sites
- 18. @mark_f | @digistrategist Strategy applied to the copy Translated the model to copy decks to speed produc9on and ensure alignment.
- 19. @mark_f | @digistrategist Reused the content components Think modular…
- 20. @mark_f | @digistrategist Mobile first, mobile always Concise Ac9onable Focused on task comple9on Contextual
- 21. Let’s circle back on a few key challenegs.
- 22. @mark_f | @digistrategist Three specific challenges: 1. Streamlined and intui9ve UX 2. Comprehensive content direc9on and governance 3. Scalable technology and infrastructure
- 23. @mark_f | @digistrategist Streamlined and intuitive UX Bottom-up experience: Ensuring visitors entering directly on product/solutions pages (most visitors) are given appropriate context and options to continue engaging Top-down experience: Giving visitors who enter on home page or category level pages simple choices to disambiguate our offerings Bonus: Limit fights for space on the homepage
- 24. @mark_f | @digistrategist Comprehensive content direction and governance We have a clear POV and strategy behind how our site is constructed • Makes conversations with the business easier • Eases optimization since learnings in one area can be deployed in multiple places
- 25. @mark_f | @digistrategist Scalable technology and infrastructure Remember this? The Intelligent Content Approach was key to our geYng there: • Atomized the content • Established coding standards • Enabled u9lity of the CMS • Proved the design worked
- 26. @mark_f | @digistrategist How’s It Working? The Four Big Payoffs • A framework for optimization • Increased content creation efficiencies • Overall engagement is up • Contacts – UP! (And that means money)
- 27. @mark_f | @digistrategist A framework for optimization Our goal with optimization: never “redesign” again • Highly structured infrastructure makes it possible to get experiments up and running quickly anywhere • Findings from experiments can easily roll out across the site
- 28. @mark_f | @digistrategist Never redesign again. Think about that.
- 29. @mark_f | @digistrategist A framework for optimization
- 30. @mark_f | @digistrategist Increased content creation efficiencies 1. Headline & Customer Logo • Top level benefit/result of engagement with BMC • Customer Logo 2. “At a glance” data points • Up to 4 key sta9s9cs that communicate either benefits/outcomes of the customer’s engagement with BMC or key stats on the customer’s organiza9on 3. Video (if available) or customer quote • Real stories from actual business leaders and user • Focus on benefits and outcomes BMC brought to the business 4. Body b. Challenge • Brief descrip9on of the business problem • Can be in sentence format or bullet, may include in-‐line links to more informa9on c. Solu9on • Brief descrip9on of how the problem was solved through partnership with BMC • Can be in sentence format or bullet, may include in-‐line links to more informa9on d. Results • Brief descrip9on of business impact • Can be in sentence format or bullet, may include in-‐line links to more informa9on 5. Next steps a. Contact BMC CTA b. Related products • list with links to learn more/try c. Related Resources • White papers/reports/videos related to the challenge (2-‐3 max) 3 4 2 1 5 Visitor mindset Does this relate to my challenges? How can I learn more? What are the details? 5a 5b 5c 4a 4b 4c
- 31. @mark_f | @digistrategist Overall engagement is up 10% MORE ORGANIC TRAFFIC (YOY) 50% MORE DATA SHEET DOWNLOADS 200% INCREASE IN TRIAL STARTS 67% INCREASE IN CONTACT ME REQUESTS
- 32. @mark_f | @digistrategist Revenue! +67% Contact Sales Requests +67% Marketing Sourced Pipeline associated with requests =
- 33. Thanks! Derek Phillips Director of Content Strategy Connective DX @digistrategist Mark Fries Principal Strategic Marketing Manager BMC Software @mark_f