Learn the ropes by starting small
VSB research has revealed common needs and pain points among customers, regardless of industry. First, Dusty learned that many VSB owners had worked for larger companies and were familiar with the phone number list types of tools offered by Autodesk. Along with this finding, the phone number list research also showed that the biggest challenges for business owners were less about learning Autodesk software, and more about the phone number list difficulties of running a business.
Dusty and his team set out phone number list to create a site specifically for this audience. They looked at other successful content centers targeting similar audiences, including American Express Open Forum. He says understanding what others are doing is extremely helpful when creating your own hub.
Help internal teams realize that marketing is fundamentally changing
In fact, Autodesk's homepage now features customer success stories and accomplishments. Dusty describes this as a significant shift in focus for the phone number list brand: “Our stories were more focused on customer struggles and successes, rather than the usual focus on products and solutions. In this way, we were a catalyst phone number list to help drive a cultural change.
Have a plan to get people to the next step
Connecting what the phone number list Dusty team is working on with industry-specific content and marketing efforts has been a key way to demonstrate the value of the Line Shape Space team. Although industry teams are not dependent phone number list on Line Shape Space and drive traffic in their own way, they do leverage the journalistic skills of the Line Shape Space team.
Focus on the right metrics
Choosing the phone number list right metrics and extracting meaning from them often separates good content marketers from great ones. Dusty's efforts show how even the phone number list most sophisticated marketers focus on continuous learning and evolution. Among the notable actions Dusty and his team are taking to ensure their efforts yield results:
Focus on unique metrics for stages of the sales cycle: For pre-funnel content, the phone number list team wants to ensure readers spend more time in-store, soaking up insights and value from resources on Line shape space. A useful metric is Total Time Played (TTR) or, as Dusty puts it, "How much people's attention can I gain?" For readers who are more knowledgeable, and perhaps ready to consider an Autodesk product, the team aims to move them through the sales cycle to more product/solution focused content.