Novell
Previous Project
Making Content work harder
Disciplines—
demand generation + integrated
Challenge—
Novell engaged Banner to launch a European demand generation and lead nurture program for their Virtualisation products. Key to the success of any multi-stage nurture program is content, but Novell had a huge amount of content in many different formats across its website and other content repositories.
They didn’t know what content they had and weren’t aware which pieces of content would be best to drive awareness and convert prospects. The negative impact of poorly created content cannot be underestimated: slower decision-making, frustrated customers and lost deals. Something had to be done to bring clarity to the situation and ensure that every piece of Novell content was working as hard as it could.
Solution—
Banner recommended a content audit to Novell EMEA. Working in conjunction with IDG Connect, the content audit reviewed hundreds of pieces of existing content and rated them according to their ability to progress a prospect through the buying cycle.
IDG identified a five-stage process from initial consideration through to sale. Each stage had been exhaustively researched to uncover insights about audience behaviour and their requirements for content throughout the buying process:
- General Education
- Business Case Development
- Implementation Scenarios
- Shortlist Creation
- Final Decisions
Through the content audit we scored and mapped the content across these five stages, split the assets by target audience, their effectiveness at meeting audience requirements, how they were linked to other assets and their “shareability”. Ultimately, it created a “goodness” rating of the content. Anything under a certain score would need to be revisited.
We put together an exhaustive presentation and recommended how Novell could improve their existing content to increase buyer momentum. A gap analysis showed what new content types would be needed across each buying stage. We also suggested alternative content formats that would create more impact than standard PDFs and made recommendations to ensure that each piece of content was created with a prospect-centric view.
Ultimately, we were able to make recommendations that would enable Novell to optimise its content portfolio to increase demand generation performance.
Contact—
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