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 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 Benin WhatsApp Number List 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.

Benin WhatsApp Number List


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, 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.

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.



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.


Mark and Guy share their ideas to a full room at the ICC.

Design for mobile devices – everyone wins

A mobile-first approach forces you to consider and prioritize the tasks users need to complete. “Mobile first is device-agnostic,” Mark said. “The experience should be appropriate on any device, not just mobile devices.”


This tweet from the ICC session echoes the idea that designing for mobile devices benefits everyone.

Optimize every day and you’ll never have to redesign your site again

The site’s initial relaunch in October 2014 included a subset of the site’s pages. The remaining pages were deployed later. Throughout the process, BMC incorporated what they learned from web analytics to optimize site performance and deliver content that best meets customer needs.


“You don’t launch a website; you are tossing around a hypothesis,” Mark said. “You are constantly testing assumptions about user needs and value. It’s never one and it’s done.

For example, BMC and the Connective DX team had assumed that site visitors would be most interested in the business benefits customers might see with BMC’s products. So at first they prioritized this information on the site. One of the first “aha” moments came during customer interviews, when Connective DX discovered that people were more interested in product features. They quickly reorganized the content to prioritize the spec sheets.


“If you can change what’s not working without blowing up the whole site, then you’ve created something powerful,” Guy said.

Learn more

For more details see the Connective DX case study or see the presentation Mark and Guy gave at ICC.


BMC Case Study: How to Take a Content – Driven Approach and Prove the ROI of Your Content Strategy , from Content Marketing Institute

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