Business application software is extremely powerful when implemented correctly,
The dialog between customers and application software vendors often starts before software licenses are purchased, and continues as long as an application vendor can deliver strategic business value. Software is as much a product as it is a set of concepts.
- Sharing data will help your business understand your customers better
- Storage of unstructured and structured data will protect your company in case of an audit by regulatory agencies
- Mapping your electronic workflows to how your business works in the real world increases the likelihood your software project will be more effective
- The better the information you put into software about your business activities, the more value your users will get out of using the application. In other words, Garbage In, Garbage Out
- If you make applications easy to use, and available when and where your users need it, adoption will accelerate
There are a number of strategic content assets which tend to have the best success in showcasing Software as a Service/Cloud applications and software run on your premises.
- Whitepapers (Not long, boring whitepapers though, documents which demonstrate solutions to problems)
- Customer success stories/Case Studies - Human nature says only the truly brave (or foolish) want to be early adopters. Demonstrating that others like us have invested in a solution and benefitted from it eliminates the fear of the risk of being the first out of the gate, and being the baseline on which everything else is measured against
- Landing Pages - Campaign driven pages of content, telling how a specific solution can fit my particular profile, meaning a marketing professional contacted me, because they though I fit a certain set of characteristics. If the landing page identifies you correctly, and propels you to action, it's an effective page
- Blogs - Too often, blogs are considered search engine bait, and stuffed with keywords. Blogs nee to be positioned as short whitepapers, demonstrating what you know about your industry, what you've learned in the trenches, and showing you can deliver steak as well as sizzle
Building a library articles, case studies and long form content for your business application software, or cloud service providers is about more than just get getting found on Google or Bing.
Your web content says to your audience,
"Hey, I know what I'm doing here. I've worked hard, thought about this a lot, and know what it takes to be successful in my domain. You might be spending some sleepless nights worrying about this, but I know, when the rubber meets the road, how to make this work. Your investment is safe with me".
If you have been considering "just winging it" in respect to building out your digital content assets, or getting a low price vendor to write the content for your web presence, think again. What you put out on the internet about your company and your expertise is used to contrast your expertise relative to your competitors. Customers consider the quality of your software and coding relative to your command of the English language.
Want to find out what makes web content connect with your target market? Let's talk!