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. Photo Background Removing 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 Photo Background Removing
Smart content is characterized by structured Photo Background Removing 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. reuse of modular content 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.Photo Background Removing 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 need 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 make decisions. “People come to your pages through Google, not through your homepage,” Mark said. BMC Case Study: "Every page is a landing page."
Yes Yes Yes! mark_f igistrategist intelcontent Photo Background Removing Jessica Reed (thedoctator) March 24, 2015 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. Pretty is good, but it won't sell if you don't have the right content. intelcontent — Vivian Luu (Vivacions) March 24, 2015 This tweet from the ICC session echoes the value of developing content first – making sure you have the right content for user needs and business needs – before designing web pages. SONY-DSC Photo Background Removing