Useful information marketing

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Overview

The useful information marketing approach develops existing content marketing activities into a truly helpful good practice website. Readers see useful information websites as the primary source of truth to develop and enhance their personal or organizational practices. The information isn’t (necessarily) thought leadership but instead simplifies good practice information into a concise and applicable format. Useful information providers position themselves as truly helpful, and readers remember who simplified their lives long after using the information.

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Form structure

Section selection section

  • Which kind of task do you want to do?
  • Who's the interviewee?
  • Is this a test form response?

Requirements analysis section

  • What general challenges do you see in your organization’s marketing and sales approach?
  • What’s the state of your organization’s content marketing?
  • What do other organizations do better regarding cooperation and collaboration?
  • How could your organization improve its content marketing approach?

Customer market analysis section

  • Who is your target customer (organization)?
  • Who isn’t your target customer (organization) but close to it?
  • Is this customer market positioning clear? Please explain.
  • How could your organization improve its customer market positioning?

Buying process analysis section

  • How do your customers buy your solutions?
  • What are your customers challenges in the buying process?
  • What information would be useful for you customers in the buying process?

Guidance landscape analysis section

  • What kind of guidance do your customers use?
  • What kind of additional guidance for your customers would be useful?
  • What kind of guidance could you develop to support your customers?

Market landscape guidance analysis section

  • What market landscape guidance for the target group does exist at the moment?
  • What additional market landscape guidance could your organization develop?
  • What’s a possible starting point for additional market landscape guidance to develop?

Buying process guidance analysis section

  • What buying process guidance for the target group does exist at the moment?
  • What additional buying process guidance could your organization develop?
  • What’s a possible starting point for additional buying process guidance to develop?

Management process guidance analysis section

  • What management process guidance for the target group does exist at the moment?
  • What additional management process guidance could your organization develop?
  • What’s a possible starting point for additional management process guidance to develop?

How-to guidance analysis section

  • What how-to guidance for the target group does exist at the moment?
  • What additional how-to guidance could your organization develop?
  • What’s a possible starting point for additional how-to guidance to develop?

Document template guidance analysis section

  • What document template guidance for the target group does exist at the moment?
  • What additional document template guidance could your organization develop?
  • What’s a possible starting point for additional document template guidance to develop?

Contract template guidance analysis section

  • What contract template guidance for the target group does exist at the moment?
  • What contract document template guidance could your organization develop?
  • What’s a possible starting point for contract document template guidance to develop?

Technology guidance analysis section

  • What technology guidance for the target group does exist at the moment?
  • What technology guidance could your organization develop?
  • What’s a possible starting point for technology guidance to develop?

Organizational change guidance analysis section

  • What organizational change guidance for the target group does exist at the moment?
  • What organizational change guidance could your organization develop?
  • What’s a possible starting point for organizational change guidance to develop?

Information development request section

  • What’s your organizational unit?
  • What information piece can you develop?
  • Who is the target audience?
  • Until when should you develop the information piece?
  • With whom can you test the information piece drafts?

Internal useful information feedback section

  • What’s your organizational unit?
  • On a scale of 0 to 10, how likely would you recommend the useful information activities?
  • What's going well?
  • What can be improved?

External useful information feedback section

  • What’s your organization?
  • On a scale of 0 to 10, how likely would you recommend this organization’s educational information?
  • What do you like?
  • What can be improved?