What Marketing Needs to Know about Content Strategy

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

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 of your brand because they want a deal

AND ALLOW THE CO-CREATION OF CONTENT Huge Web Traffic Text Video Some Images Minimal 1X 10X 100X Content

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 of all, it watches CUSTOMER BEHAVIOR through search patterns.

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

www.contentwrangler.com AND SO CAN HE

THAT’S ALL ANY QUESTIONS?

Mark Fidelman WANT TO www.seekomega.com t. @markfidelman LEARN MORE?

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What Marketing Needs to Know about Content Strategy

by Mark Fidelman on Sep 21, 2010

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What Marketing Needs to Know about Content Strategy — Presentation Transcript