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

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

2. WHY
Strategic Content?

3. every
company

4. has
CONTENT
Which includes…

5. Documentation
Video & Graphics, etc.
for
PRODUCTS

6. and
SERVICES

7. but most
content are an
afterthought

8. and
NOT
strategic

9. or SOCIAL

10. So, they post
PDF files
Static HTML
or worse

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

12. OR…
never arrive on their
site

13. But there is
so much more
they can do

14. to create
living
content

15. that is
developed and maintained
by the
COMPANY
& COMMUNITY

16. that reduces
support costs

17. increases
and revenue

18. while providing
insights

19. that make
your content
intelligent.

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. So how do I create a
STRATEGIC
social content site?

22. START WITH A STRATEGIC FRAMEWORK

23. Let’s
EXPLORE
the elements…

24. CURATE YOUR CONTENT

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

28. 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

29. Ask questions,
submit answers…

30. …and the Intuit site organizes it for everyone else.

31. Reviews &
Ratings

32. 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

33. create engaging
content
HomePage
That attracts prospects to your site…

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

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

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

37. 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

38. Reviews &
Ratings

39. 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

40. COMMUNITY
ratings and feedback help users…

41. …quickly decide what is most relevant to them

42. Reviews &
Ratings

43. 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

44. REPUTATION
that drives social recognition…

45. Pay the community to
CREATE QUALITY CONTENT

46. And REWARD
them with badges

47. Reviews &
Ratings

48. 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

49. Adaptive search that gets
SMARTER OVER TIME

50. CONTEXTUAL
Cross selling from search results…

51. Reviews &
Ratings

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

53. Encourage site visitors to
SHARE CONTENT
with their network

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

55. Reviews &
Ratings

56. 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

57. Social fast access
Logins enable

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

59. Reviews &
Ratings

60. 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)

61. Crowd sourced content that is
CREATED & EDITED BY THE CROWD

62. EDIT DIRECTLY
within the browser in real time…

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

64. Reviews &
Ratings

65. 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?”

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

67. 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.

68. THAT’S IT FOR THE
FRAMEWORK

69. Remember content is like
theater for your audience

70. But don’t forget about the
strategy…

71. or the Content Strategist

72. 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

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

74. 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/