Want B2B Content to Get Maximum ROI? Conceive of and create content and the user experience as one. Start content marketing BY design instead of WITH design. Follow the "Concept. Content. Navigation. Design." mantra and get content that reaps rewards -- for your customer and your bottom line.

1. Make (B2B)
Content King
Follow the Mantra
Reap the Rewards.
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2. Follow this Mantra. Reap the Rewards.
Concept. Content. Navigation. Design.
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Begin your content marketing by design instead of with design.

3. Think of it this way
You’re the Fisherman
Concept is your plan to catch a pre-determined
number of a certain type of fish.
Content is the bait you know the fish wants.
Navigation is dropping line where the
most fish will have the best access
to the bait.
Design is the perfect lure to attract the
the fish to the bait that gets them
on the hook.
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Design makes me pretty.
Content catches me fish.

4. Concept is Your
Blueprint.
If you’re putting up
wallpaper before you have
a blueprint, you might end
up without a front door.
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5. Concept Defines Purpose.
Content has a purpose – for your customers and for you. When content is
obstructed by façade or is too hard to get to, purpose will not be realized.
Concept determines:
– Quantifiable business objective(s) that can be met with content
– Who can help meet those objectives, what they want and how they behave
– Actions they must take for you to achieve quantifiable goals
– How you will measure success for customers and for business
Concept defines purpose.
Content facilitates purpose.
Design sparks interest in the concept.
Navigation empowers adoption.
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6. Copyright PB Jumpstart 2015 Call 662 988-2166
“Successful content marketing will,
more than ever, come as a result of
conceiving of and creating the content
and user experience as one. Gone are
the days when web design and content
can be effective in silos.”
Colin Campbell, “60 Content Predictions for 2015”
Content Marketing Institute

7. Content is the Customer’s Prize.
Content gives a specific target audience
something they want, in a place, time and
manner they want it.
• Adds value to your products and services
• Evolves your unique narrative
• Persuades viewers to take actions that help
achieve business goals
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8. Content Expands Business Objectives
Content does more than increase sales
Nurtures leads
Helps upsell current customers
Reinforces your brand positioning
Supports customer service
Differentiates you from competitors
Increases email/newsletter subscriptions
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9. Navigation is Seductive.
Tempt viewers to go where you want them to go
and do what you want them to do.
Navigation entices viewers to the “prize”
and ultimately to a desired action.
• Highlights and hyperlinks hot topics
• Makes information easy to find
• Unfolds your unique narrative
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10. Navigation determines viewer experience
and directly affects outcomes.
Unpleasant, frustrating experience for viewers
= Unpleasant, frustrating outcomes
Easy viewer path to content
= Easy path to meeting objectives
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Navigation
Powers
Results
Indulge known
customer preferences,
personalities and
digital habits.

11. Poor navigation sabotages content when:
Link names are too abstract
Topics are all about you – not the customer
Experience is not intuitive
Frustrating rollovers hide pertinent topics
No “breadcrumbs” for exploration
Excessive pop-ups or new tabs open
Clicking just causes confusion
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Navigation is an integral part of
“Information Architecture” organically
inviting viewers to explore content in a
natural flow, unfolding your story and
leading them to conclusions or actions
that help meet business objectives.

12. Design is Only a Package.
Design is the package that holds
the prize. If the package seems
like it’s for somebody else or is
too pretty or difficult to open, then
what’s the point of the prize?
When you emphasize the
box instead of the gift
inside the box :
• Viewers miss the messages that
help meet business objectives.
• You miss the target on your goals.
If design obstructs content,
design obstructs profits.
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13. Ways Design Can Obstruct Content
• Not the target audiences’ style
• Occupies more prime real estate than content
• Gives visual “cues” that design trumps content
• Load times outweigh user patience
• Restricts content’s mobility and flexibility
• Makes content too difficult to find/read
• Creates a visual monotony
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14. Design is Submissive.
The medium is the message.
Presentation determines effectiveness.
Design exists to emphasize valuable content.
Negative stats like high bounce rates could be a design problem.
A/B testing of even barely noticeable changes can significantly
improve customer experience and bottom line results.
Copyright PB Jumpstart 2015 Call 662 988-2166

15. Jumpstart Your Content Marketing Engines
Follow the Mantra.
Copyright PB Jumpstart 2015 Call 662 988-2166
Concept. Content. Navigation. Design.

16. Follow the Mantra.
Reap the Rewards..
• Conform
• Control
• Test
• Chart
• Target
• Direct
• Adapt
• Profile
• Relate
• Inform
• Connect
• Define
• Quantify
• Apply
• Measure
Concept
Plan to meet
quantifiable
business
objectives.
Content
Give
customers
something
they WANT.
Design
Enhance
concept,
content and
navigation.
Navigation
Lead
customers to a
payoff or
action.
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17. COMING SOON!
Content Marketing. Sure-Fire Structure.
Start with Good Structure. End with Good Results.
– What content should always be
– What commitments company-wide are needed
– When NOT to try content marketing
– How content marketing can help expand business goals
– Tips on engaging employees in the process
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18. How We Can Jumpstart Your Content Engines
Evaluate
Analyze current assets, make
recommendations and devise
a plan for implementation of
incremental changes.
Plan
Create a comprehensive
written content strategy to
engage customers, meet
goals and get results.
Write
Create original content for
web, social media/blog posts,
email newsletters or any form
of communication.
Transform
Re-purpose existing content
into blog posts, articles, PPT
presentations, white papers,
video storyboards, email
newsletters.
Measure
Gather and report detailed
analytics of digital behaviors
to assess efficiency and
effectiveness of content.
Recommend changes.
Manage
Handle social
media/email/newsletter
functions. Write/post content;
monitor comments; report
stats: propose adjustments.
Call 662 988-2166 or email info@pbjumpstart.com
Copyright PB Jumpstart 2015 Call 662 988-2166