What Marketing Needs to Know About

Content Strategy
      By Mark Fidelman with Guest Scott Abel
WHAT MAKES CONTENT

Strategic?
1.
     IT CREATES
 LEADS & DRIVES
       REVENUE
2.
     IT ENGAGES
     & EDUCATES
         PEOPLE
3.

 IT’S SOCIAL
In fact

Content is a lot
          like theater
IT CAN BE…


        GOOD

             BAD
BAD =
GOOD
How do the

BEST
 Do it?
their

CONTENT
        works hard
To deliver a quality experience
Who are the best?
1.   INCREASED REVENUE

      Offer something of value




        70%
        Study:




        of people become a fan
 ...
AND ALLOW THE CO-CREATION OF CONTENT

                  Huge
  Web Traffic




                                           ...
WHICH SHOWS UP HERE
CONTEXTUAL
Cross selling from search results…
2.   LEARNING COMMUNITIES



 the best

 CONTENT
     ENGAGES, EDUCATES
     & ALLOWS FEEDBACK
Ask questions,
submit answers…
…and the Intuit site organizes it for everyone else.
COMMUNITY
ratings and feedback help users…
…quickly decide what is most relevant to them
Example of engaging

content
                       HomePage
3.   IT’S SOCIAL
REPUTATION
that drives social recognition…
Pay the community to
CREATE QUALITY CONTENT
And   REWARD
them with badges
STRATEGIC CONTENT:

1.   INCREASES REVENUE
2.   ENGAGES & EDUCATES
3.   IS SOCIAL
NOT…
BUT THIS…
BUT HOW DO
YOU KNOW?
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 ...
THESE COMPANIES CAN HELP
 CONTENT CURATION               SMART SEARCH
• MindTouch 2010               • MindTouch 2010
• Hi...
www.contentwrangler.com




                          AND SO
                          CAN HE
THAT’S ALL

ANY QUESTIONS?
Mark Fidelman
WANT TO   www.seekomega.com
          t. @markfidelman
LEARN
MORE?
What Marketing Needs to Know about Content Strategy
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What Marketing Needs to Know about Content Strategy

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What Marketing Needs to Know about Content Strategy

  1. 1. What Marketing Needs to Know About Content Strategy By Mark Fidelman with Guest Scott Abel
  2. 2. WHAT MAKES CONTENT Strategic?
  3. 3. 1. IT CREATES LEADS & DRIVES REVENUE
  4. 4. 2. IT ENGAGES & EDUCATES PEOPLE
  5. 5. 3. IT’S SOCIAL
  6. 6. In fact Content is a lot like theater
  7. 7. IT CAN BE… GOOD BAD
  8. 8. BAD =
  9. 9. GOOD
  10. 10. How do the BEST Do it?
  11. 11. their CONTENT works hard
  12. 12. To deliver a quality experience
  13. 13. Who are the best?
  14. 14. 1. INCREASED REVENUE Offer something of value 70% Study: of people become a fan of your brand because they want a deal
  15. 15. AND ALLOW THE CO-CREATION OF CONTENT Huge Web Traffic Text Video Some Images Minimal 1X 10X 100X Content
  16. 16. WHICH SHOWS UP HERE
  17. 17. CONTEXTUAL Cross selling from search results…
  18. 18. 2. LEARNING COMMUNITIES the best CONTENT ENGAGES, EDUCATES & ALLOWS FEEDBACK
  19. 19. Ask questions, submit answers…
  20. 20. …and the Intuit site organizes it for everyone else.
  21. 21. COMMUNITY ratings and feedback help users…
  22. 22. …quickly decide what is most relevant to them
  23. 23. Example of engaging content HomePage
  24. 24. 3. IT’S SOCIAL
  25. 25. REPUTATION that drives social recognition…
  26. 26. Pay the community to CREATE QUALITY CONTENT
  27. 27. And REWARD them with badges
  28. 28. STRATEGIC CONTENT: 1. INCREASES REVENUE 2. ENGAGES & EDUCATES 3. IS SOCIAL
  29. 29. NOT…
  30. 30. BUT THIS…
  31. 31. BUT HOW DO YOU KNOW?
  32. 32. How do you know what’s RELEVANT to your site visitors?
  33. 33. 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.
  34. 34. 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
  35. 35. www.contentwrangler.com AND SO CAN HE
  36. 36. THAT’S ALL ANY QUESTIONS?
  37. 37. Mark Fidelman WANT TO www.seekomega.com t. @markfidelman LEARN MORE?
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