The Inspiration for the TYPO3 Marketing Sprint
This contribution event is part of ongoing efforts to provide TYPO3’s professional community with better sales enablement materials. We’d like everyone to be able to clearly communicate our strengths and differentiators, where we fit in the market, and how TYPO3 can deliver value to potential clients and customers. Our aim is to grow adoption and our community of developers, marketers, and business leaders.
When we started our work with TYPO3 CMS and its community, we saw that a number of features the industry was talking about weren’t mentioned in the TYPO3 communication materials, or were described only for a deeply technical audience. This inspired us to carry out an extensive analysis of TYPO3 and its competitors, cataloging and comparing an inventory of more than 600 features in what we call a “Value Map.”
Weaving that data into a targeted story on a set of landing pages was the goal (and the result!) of the sprint.
The essence of the story we want to tell about TYPO3 CMS is now captured in the benefit statement on typo3.org/cms:
TYPO3 delivers blazingly fast, flexible websites powered by an enterprise open-source CMS. Backed by a vibrant professional community and commercial ecosystem, use TYPO3 to connect to your customers and compete in today’s landscape with the richest digital experiences.
If the reader wants to learn more, she can click through to typo3.org/cms/features, where she can read benefit statements about seven categories we created to describe and position TYPO3. Each category is made up of important facts and feature areas that are, in turn, described on a landing page of their own. Our categories and their landing pages:
From typo3.org/cms to typo3.org/cms/features to each category landing page, you go from least to most detail. A business or technical leader can come into typo3.org/cms page and get a strategic view, read as far as they want and come away with an understanding of the essence of TYPO3 and the value it delivers. Those wanting to dive deeper—for example, if they need to inform business leaders about the suitability of TYPO3 as an enterprise open source CMS-choice—can read the much more detailed category landing pages. Developers and the highly technical can and should, of course, inform themselves at the deepest levels through TYPO3’s exhaustive documentation and other online resources.