Dynamics ISVs and partners like to post their white papers, case studies, product brochures, and other types of content on MSDynamicsWorld.com (MSDW) frequently, because they generate results. But which type of content works best for attracting serious sales leads? And how can you, as an ISV or partner, improve the chances of your content catching the attention of your target prospects?
Not too long ago, you could get away with producing and promoting broadly-focused content to attract prospects. It didn’t matter if a white paper was focused on a specific Dynamics product group, or if it even had any relevance to the Dynamics market. As long the document concentrated on a certain business need (i.e. AP automation, EDI, Business Intelligence), people would still consume it in high numbers.
No more. Today you need to evolve your content marketing strategy to make sure you’re being seen by your target market. You’re not just competing with other ISVs and partners for the attention of Dynamics users, but more important, you’re competing against people’s time. Yes, time is your biggest competitor. You need to give people a compelling reason to consume your content instead of browsing Facebook, Twitter, and other social media platforms.
So, how can you cut through all the noise and ensure that you’re creating the types of content that will be consumed by lots of your prospects? At MSDW, we’ve identified three key elements that should be combined in every content piece you create, to ensure the highest level of productivity:
- Create content that specifically calls out one Dynamics product group. This will ensure that users of that Dynamics platform immediately know the content is relevant to them. Too often, ISVs and partners try to paint with a broad brush, figuring that because their application can be used on all the main Dynamics products, they don’t need to get specific about performance or attributes for each particular product area. Our experience suggests that ISVs and partners should consider multiple pieces of content to address specific product groups. At the very least, you can even take a single white paper, make multiple copies of it, and change the title to incorporate a different Dynamics product name (though doing a little more doesn’t hurt).
- The content is targeted according to the reader’s role. Dynamics users want to see content targeted at them, while partners want to know about products and strategies they care about. That makes sense when you consider that each group has different needs. Users need to put the application to work within their companies, while partners need to target their own multiple clients.
- The content focuses on a specific industry and/or business need. Users within many industries tend to think their industry is unique, and thus want assurances that the application in question is particularly suited to their needs. This means that content should explain how the product in question solves problems within one or more similar industries or product areas.
Clearly, the most productive content at MSDW is highly targeted and developed so it appears specialized by the attributes most important to Dynamics users and partners. Sounds straightforward, but sometimes tricky to pull off. Let us give you a free assessment of how productive your content can be at MSDW.
