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Content Driven Success: Bmc Software and Connective Singapore Phone Number

Like other leading global B2B companies, BMC Software faces thorny content challenges, from telling a consistent brand story across multiple business units to providing the information customers need to help them. to evaluate, purchase and use BMC products.

In 2014, BMC worked with digital experience agency Connective DX on the relaunch of a global website with the aim of increasing pipeline revenue that could be attributed to marketing through BMC.com. Instead of jumping into design using lorem ipsum text and placeholder graphics , the team put content first, focusing on the information customers needed to engage and move on. procurement.

 

This content-driven approach has yielded dramatic results. For example, in the months since launching the site, BMC has seen the following increases in overall engagement:

  • 10% more organic traffic (year after year)
  • 50% more datasheet downloads
  • 200% increase in trial starts
  • 67% increase in “contact me” requests

 

Clever content strategies helped BMC Software and Connective DX achieve their goal of increasing website pipeline revenue.

How did they do it? At the recent Intelligent Singapore Phone Number Content Conference (ICC) in San Francisco, BMC’s Senior Director of Strategic Marketing, Mark Fries, and Connective DX Experience Strategist, Guy Bourgault, shared their insights into the work In progress.

 

 

BMC Software’s Mark Fries (right) co-presented with Guy Bourgault, who replaced Derek Phillips, director of content strategy for Connective DX at ICC.

Here are some highlights of the insights Mark and Guy offered during their ICC session.

  • Design your content components for reuse.
  • Start where buyers make their decisions.
  • Get the right content, then design – right in the browser.
  • Design for mobile devices – everyone wins.
  • Optimize every day and you’ll never have to redesign your site again.

Design your content components for reuse

Smart content is characterized by structured and modular content that can be easily reused across different formats, devices and channels. A smart content approach is therefore essential for a brand and website with a global footprint.

 

After developing customer personas and mapping user flows through BMC.com, the Connective DX team developed a series of content templates for key pages. A content model defines the content components that make up an experience and the relationships between those components.

 

The team designed content components (see white highlights) for automatic reuse across various formats, devices, and channels.

Content modeling is only part of a content-centric approach. By starting with content, you can help customers learn and do what matters most to them. A content-first approach also means you can design in-browser with real content, not placeholder content, and you can see how well that content performs on all devices. You can then launch, test and continuously optimize the site.

 

“You have to think about the purpose of the content first, then structure it to achieve that purpose,” Derek says.

Start where buyers make their decisions

Since the primary goal was to increase website conversions and pipeline revenue contributions, the strategy was to focus not on the homepage, but on the product pages where shoppers take decisions. “People come to your pages through Google, not through your homepage,” Mark said.

Singapore Phone Number

This tweet from the ICC session echoes Mark’s view that “people come to your pages through Google and not through your homepage.”

Get the right content, then design – right in the browser

The content-driven strategy allowed designers to work with real content – ​​the right content. They created the web pages directly in the browser so the team could see how the pages performed on different screen sizes. This approach allowed BMC to “get their hands dirty with user experience instead of focusing on pretty images,” Mark said.

 

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