0
What Every CMO Needs to Know About
         Content Strategy

 The 10 Step Framework for Social Content

             By M...
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                       ...
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 multip...
curate
     digital content to provide more
       relevant audience experience

                                        T...
LEARNING
           COMMUNITIES
DESCRIPTION
Create communities of customers that are helping other
customers with your pro...
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 rela...
create engaging

content
                                    HomePage




That   attracts prospects   to your site…
participate
 And keep them coming back by
 encouraging them to join your
          community

               +


engage
  ...
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 you...
In short, a social media-acquired prospect has

A GREATER VALUE
than a prospect acquired via traditional media



     Stu...
Reviews &
 Ratings
REVIEWS
           & RATINGS
DESCRIPTION
Site visitors rate content and provide instant reviews of
content that does not m...
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 documenta...
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

B...
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 wit...
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. ...
Social fast access
Logins enable
And the company receives

quality info
               About their site visitors




No need for
 form fills.
  One click
 ...
Reviews &
 Ratings
CROWD SOURCING
DESCRIPTION
Enable the crowd to contribute content,
documentation, videos, tutorials, how-to guides

BENEFI...
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
    ...
Reviews &
 Ratings
CONTENT ANALYTICS
DESCRIPTION
Content-specific analytics

BENEFITS
Derive intelligence and meaning from how content is
bei...
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 ...
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
• Hi...
DID I MISS
ANYTHING?    Mark Fidelman
             www.seekomega.com
             t. @markfidelman
TELL ME
WHAT YOU
THINK
CREDITS
Slide    Sources                                                          Notes
ALL      Jessica Roeckel          ...
What Every CMO Needs to Know About Content Strategy
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What Every CMO Needs to Know About Content Strategy

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A must read for all CMO's - What is Content Strategy and how do I build content that drives leads and revenue? How do I make it social and why does it matter?

The 10 Step Framework for Social Content

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  • How to build a Social Content Community
  • http://www.flickr.com/photos/thomashawk/155918164/
  • http://www.bazaarvoice.com/resources/stats
  • Transcript of "What Every CMO Needs to Know About Content Strategy"

    1. 1. What Every CMO Needs to Know About Content Strategy The 10 Step Framework for Social Content By Mark Fidelman
    2. 2. WHY Strategic Content?
    3. 3. every company
    4. 4. has CONTENT Which includes…
    5. 5. Documentation Video & Graphics, etc. for PRODUCTS
    6. 6. and SERVICES
    7. 7. but most content are an afterthought
    8. 8. and NOT strategic
    9. 9. or SOCIAL
    10. 10. So, they post PDF files Static HTML or worse
    11. 11. And as a result… their visitors tune out and leave.
    12. 12. OR… never arrive on their site
    13. 13. But there is so much more they can do
    14. 14. to create living content
    15. 15. that is developed and maintained by the COMPANY & COMMUNITY
    16. 16. that reduces support costs
    17. 17. increases and revenue
    18. 18. while providing insights
    19. 19. that make your content intelligent.
    20. 20. learn more? to READY READY TO LEARN MORE? Image by Tim Forbes http://www.flickr.com/photos/bpuppy/188786826/sizes/l/in/photostream/
    21. 21. So how do I create a STRATEGIC social content site?
    22. 22. START WITH A STRATEGIC FRAMEWORK
    23. 23. Let’s EXPLORE the elements…
    24. 24. CURATE YOUR CONTENT
    25. 25. 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
    26. 26. curate digital content to provide more relevant audience experience Tagging Search Contextualizing Commenting Brand Website Rating editing Curated Content Content Content Brand Curators Audience
    27. 27. 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
    28. 28. Ask questions, submit answers…
    29. 29. …and the Intuit site organizes it for everyone else.
    30. 30. Reviews & Ratings
    31. 31. 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
    32. 32. create engaging content HomePage That attracts prospects to your site…
    33. 33. participate And keep them coming back by encouraging them to join your community + engage contribute
    34. 34. Offer something of value 70% Study: of people become a fan of your brand because they want a deal
    35. 35. Then monitor their online activity Understand potential sales opportunities or prospects doing due diligence on your product or service
    36. 36. 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
    37. 37. Reviews & Ratings
    38. 38. 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
    39. 39. COMMUNITY ratings and feedback help users…
    40. 40. …quickly decide what is most relevant to them
    41. 41. Reviews & Ratings
    42. 42. 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
    43. 43. REPUTATION that drives social recognition…
    44. 44. Pay the community to CREATE QUALITY CONTENT
    45. 45. And REWARD them with badges
    46. 46. Reviews & Ratings
    47. 47. 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
    48. 48. Adaptive search that gets SMARTER OVER TIME
    49. 49. CONTEXTUAL Cross selling from search results…
    50. 50. Reviews & Ratings
    51. 51. SOCIAL SHARING DESCRIPTION Sharing content on social networks like Facebook, LinkedIn, Twitter, etc. BENEFITS Connect with your customer’s social network EXAMPLE Facebook-like
    52. 52. Encourage site visitors to SHARE CONTENT with their network
    53. 53. SHARE TOOLS ALLOW SOCIAL SHARING FOR INCREASED REFFERAL TRAFFIC AND CUSTOMER ACQUISITION
    54. 54. Reviews & Ratings
    55. 55. 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
    56. 56. Social fast access Logins enable
    57. 57. And the company receives quality info About their site visitors No need for form fills. One click logins
    58. 58. Reviews & Ratings
    59. 59. 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)
    60. 60. Crowd sourced content that is CREATED & EDITED BY THE CROWD
    61. 61. EDIT DIRECTLY within the browser in real time…
    62. 62. THE POWER OF CROWDSOURCING Huge Web Traffic Text Video Some Images Minimal 1X 10X 100X Content
    63. 63. Reviews & Ratings
    64. 64. 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?”
    65. 65. How do you know what’s RELEVANT to your site visitors?
    66. 66. 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.
    67. 67. THAT’S IT FOR THE FRAMEWORK
    68. 68. Remember content is like theater for your audience
    69. 69. But don’t forget about the strategy…
    70. 70. or the Content Strategist
    71. 71. 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
    72. 72. DID I MISS ANYTHING? Mark Fidelman www.seekomega.com t. @markfidelman TELL ME WHAT YOU THINK
    73. 73. 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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