Now that we have the new and improved jmp.com, we want to ensure it has only the most relevant and useful content. As a result, you may have heard about an extensive audit undertaken before the website was launched. The audit resulted in reducing more than 600 assets (with an associated 1,172 web pages) to a crucial 140.
This audit helped us better understand the areas that were outdated and underrepresented, such as a specific industry or key stage in the customer life cycle. What does that mean for our prospects? We now make it easier for them to find the best representation of our message, vastly reducing the time it takes to search for assets in the Resource Center on jmp.com.
With that clean up, we’ve also put some new processes in place to ensure that we continue to produce information that is correctly tagged, aligns with our brand, and doesn’t violate any trademarks.
The end goal is to create a site that amplifies a consistent message, while providing timely, relevant content and experiences that are optimized to convert visitor traffic.
Here are some of the actions we’ve taken to improve our visitor experience and align our brand so far:
Marketing Content Council
The first step was to put together a cross-functional and interdisciplinary dream team: the Marketing Content Council (MCC). The MCC is made up of experts who review and provide guidance on requests for creating new content on jmp.com, updating content on jmp.com, or adding existing content to the Resource Center on the English site. The goals for this process are clear:
- Maintain brand integrity and ensure consistent messaging.
- Keep content fresh, relevant, and updated.
- Avoid providing too much content in some areas while underserving other areas.
- Clarify the who, when, and what of content changes to jmp.com.
- Ensure that all jmp.com content fits strategically with the various customer journey scenarios and aligns with business goals and initiatives.
Just a clarification here, the function and processes of the MCC do not extend to JMP Community, JMP Marketplace, or the resource centers on local language sites (i.e., Spanish, French, Italian).
Marketing Content Library
This repository is another great resource that will help you quickly locate that perfect piece of marketing content to share with a prospect. The updated internal Marketing Content Library is maintained by the digital marketing team, ensuring that all assets are current. Located in Confluence, the Marketing Content Library provides you with pertinent information that you would not be able to discern from the external website.
Have an idea for a new white paper, article, or video that might interest someone who’s not familiar with JMP? Submit your idea by visiting jmp.com/request and selecting Content Creation and Publishing.
Stay tuned for updates on future plans to improve the experience for prospects who visit our website.
