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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/

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What Every CMO Needs to Know About Content Strategy

Editor's Notes

  1. How to build a Social Content Community
  2. http://www.flickr.com/photos/thomashawk/155918164/
  3. http://www.bazaarvoice.com/resources/stats