What Every CMO Needs to Know About Content Strategy

What Every CMO Needs to Know About Content Strategy The 10 Step Framework for Social Content By Mark Fidelman

WHY Strategic Content?

every company

has CONTENT Which includes…

Documentation Video & Graphics, etc. for PRODUCTS

and SERVICES

but most content are an afterthought

and NOT strategic

or SOCIAL

So, they post PDF files Static HTML or worse

And as a result… their visitors tune out and leave.

OR… never arrive on their site

But there is so much more they can do

to create living content

that is developed and maintained by the COMPANY & COMMUNITY

that reduces support costs

increases and revenue

while providing insights

that make your content intelligent.

learn more? to READY READY TO LEARN MORE? Image by Tim Forbes http://www.flickr.com/photos/bpuppy/188786826/sizes/l/in/photostream/

So how do I create a STRATEGIC social content site?

START WITH A STRATEGIC FRAMEWORK

Let’s EXPLORE the elements…

CURATE YOUR CONTENT

CONTENT CURATION DESCRIPTION The process of assembling, summarizing, categorizing and interpreting information from multiple sources in a context that is relevant to your customers BENEFITS Improve the quality and quantity of your content EXAMPLE Present your best content to new website visitors in order to maximize sales potential

curate digital content to provide more relevant audience experience Tagging Search Contextualizing Commenting Brand Website Rating editing Curated Content Content Content Brand Curators Audience

LEARNING COMMUNITIES DESCRIPTION Create communities of customers that are helping other customers with your product or service BENEFITS Customer service cost reduction, increase leads and sales, more satisfied customers, R&D info EXAMPLE Intuit’s TurboTax community site

Ask questions, submit answers…

…and the Intuit site organizes it for everyone else.

Reviews & Ratings

SOCIAL SELLING DESCRIPTION Company and community developing a one-to-one relationship around content BENEFITS Direct relationship with prospective and current customers EXAMPLE Sales and Marketing tracking prospect interaction with content to identify sales opportunities

create engaging content HomePage That attracts prospects to your site…

participate And keep them coming back by encouraging them to join your community + engage contribute

Offer something of value 70% Study: of people become a fan of your brand because they want a deal

Then monitor their online activity Understand potential sales opportunities or prospects doing due diligence on your product or service

In short, a social media-acquired prospect has A GREATER VALUE than a prospect acquired via traditional media Study: Customer’s Social Network Value • Annual Value: $100 • Network: 100 Followers • % of Social Network with Similar Behavior: 5 (5 x $100) Network Value: $500

Reviews & Ratings

REVIEWS & RATINGS DESCRIPTION Site visitors rate content and provide instant reviews of content that does not meet their needs BENEFITS Quickly discover what content is effective or not EXAMPLE Microsoft’s Technical Documentation Community

COMMUNITY ratings and feedback help users…

…quickly decide what is most relevant to them

Reviews & Ratings

SOCIAL CURRENCY DESCRIPTION Reward programs that encourage users to contribute to content and product documentation BENEFITS Better content & documentation through crowdsourcing & reduced support costs EXAMPLE Microsoft MVP program, Cisco Support Community, MindTouch “Pay to Doc” program

REPUTATION that drives social recognition…

Pay the community to CREATE QUALITY CONTENT

And REWARD them with badges

Reviews & Ratings

SMART SEARCH DESCRIPTION Contextual & adaptive search that learns to present the best content based on the search query BENEFITS Customers find the best content quicker. Contextual Cross selling opportunities EXAMPLE Highest rated content bubbles to the top of search results

Adaptive search that gets SMARTER OVER TIME

CONTEXTUAL Cross selling from search results…

Reviews & Ratings

SOCIAL SHARING DESCRIPTION Sharing content on social networks like Facebook, LinkedIn, Twitter, etc. BENEFITS Connect with your customer’s social network EXAMPLE Facebook-like

Encourage site visitors to SHARE CONTENT with their network

SHARE TOOLS ALLOW SOCIAL SHARING FOR INCREASED REFFERAL TRAFFIC AND CUSTOMER ACQUISITION

Reviews & Ratings

SOCIAL LOGINS DESCRIPTION Log in to website with Google, Facebook, LinkedIn, etc. BENEFITS Less friction for customers. Company receives higher quality info about site visitors. EXAMPLE Facebook Connect

Social fast access Logins enable

And the company receives quality info About their site visitors No need for form fills. One click logins

Reviews & Ratings

CROWD SOURCING DESCRIPTION Enable the crowd to contribute content, documentation, videos, tutorials, how-to guides BENEFITS The crowd helps build your content/documentation and supports your community EXAMPLE Who Runs Gov (Washington Post)

Crowd sourced content that is CREATED & EDITED BY THE CROWD

EDIT DIRECTLY within the browser in real time…

THE POWER OF CROWDSOURCING Huge Web Traffic Text Video Some Images Minimal 1X 10X 100X Content

Reviews & Ratings

CONTENT ANALYTICS DESCRIPTION Content-specific analytics BENEFITS Derive intelligence and meaning from how content is being consumed EXAMPLE Answers the question “Why are 1000 people a week searching our documentation for XYZ?”

How do you know what’s RELEVANT to your site visitors?

Content Analytics allows site admin to quickly understand the ACCURACY, QUALITY, AND AGING of the site’s content. Best of all, it watches CUSTOMER BEHAVIOR through search patterns.

THAT’S IT FOR THE FRAMEWORK

Remember content is like theater for your audience

But don’t forget about the strategy…

or the Content Strategist

THESE COMPANIES CAN HELP CONTENT CURATION SMART SEARCH • MindTouch 2010 • MindTouch 2010 • HiveFive Curata • Google Enterprise Search LEARNING COMMUNITIES • Mzinga OmniSocial • MindTouch 2010 SOCIAL SELLING • Community Sites • Marketo (tracking tool) REVIEWS AND RATINGS • MindTouch 2010 • GetSatisfaction SOCIAL CURRENCY SOCIAL SHARING • Jive Software • Facebook Like • Lithium • OpenID • MindTouch 2010 SOCIAL LOGINS CONTENT ANALYTICS • MindTouch 2010 • Facebook Connect • Mzinga Analytics • PassPack

DID I MISS ANYTHING? Mark Fidelman www.seekomega.com t. @markfidelman TELL ME WHAT YOU THINK

CREDITS Slide Sources Notes ALL Jessica Roeckel Design and Editing Help 8 Flickr Image http://www.flickr.com/photos/mrhappy8/1996718955/sizes/l/ 33 Images courtesy of Old Spice www.oldpsice.com 36 Marketo is a marketing automation company Marketo.com 45 Image courtesy of Kelly Abott at MindTouch 53 Image courtesy of Adobe TV 61, 62 WhoRunsGov is a MindTouch Powered site Washington Post owns the site 66, 67 Content analytics from MindTouch 69 Flickr Image http://www.flickr.com/photos/soumit/115026195/ Photographer: Soumit 72 Flickr Image http://www.flickr.com/photos/mauspray/4464488444/

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What Every CMO Needs to Know About Content Strategy

by Mark Fidelman

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