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

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 READY
TO LEARN MORE? Image by Tim Forbes http://www.flickr.com/photos/bpuppy/188786826/sizes/l/in/photostream/

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 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

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

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

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 relationship with prospective and current customers EXAMPLE Sales and Marketing tracking prospect interaction with content to identify sales opportunities

create engaging content HomePage That
attracts prospects to your site…

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

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 your product or service

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

Reviews &
Ratings

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

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 documentation BENEFITS Better content & documentation through crowdsourcing & reduced support costs EXAMPLE Microsoft MVP program, Cisco Support Community, MindTouch “Pay to Doc” program

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 BENEFITS Customers find the best content quicker. Contextual Cross selling opportunities EXAMPLE Highest rated content bubbles to the top of search results

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 with your customer’s social network EXAMPLE Facebook-like

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. Company receives higher quality info about site visitors. EXAMPLE Facebook Connect

Social fast access
Logins enable

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

Reviews &
Ratings

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)

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 Video Some Images Minimal 1X 10X 100X Content

Reviews &
Ratings

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?”

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.

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 • 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

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

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/