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What Marketing Needs to Know about Content Strategy

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