Learn 20 best practices in digital content that can help marketing be successful in engaging customers and prospectus with interactive and relevant information across marketing and sales organizations.

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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 Ready
Lead
Corp Website
Landing Pages
Consideration
Research Perspectives
Education
Awareness
Events
Email Offers
Social MediaSEO
Case Study
Video Views
White Papers
Online Self-Assessment
Webinars
Webcasts
MiniGraphics
E-books
Analyst Perspectives
Digital Content
InfoGraphics
InfoCharts
TweetChats
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 Read
Content 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
Topic
Expertise
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 Perspective
Develop 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 Language
Develop 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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