The document describes the FISH Framework, which defines four types of content (Follow, Inbound, Search/Sales, Highlight) that each serve a specific purpose. Follow content aims to generate reach and build relationships/trust. Inbound content aims to generate leads by providing solutions to problems. Search/Sales content satisfies information needs and can generate traffic and sales. Highlight content generates attention and influences perception of an organization. Each content type has different goals, formats, promotion strategies and roles in the overall content strategy.

1. Mirko Lange, Content Strategist and Takatuka-Marketing Expert
Two tools for producing content with a purpose
The FISH-Framework & the Content Radar
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2. The FISH Framework
Create better and more effective content
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3. The FISH Framework: The idea
Every piece of content has a purpose!
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Content has to aim at achieving a specific goal for the company (which
pays for it) and for the consumer (who doesn‘t care if it doesn‘t provide
value).
These different goals can create a conflict e.g. „generate leads“ and „build
trust“. The clearer the goal is defined for the piece of content, the more
effective it will be at achieving it.
„Strategic Content Marketing“ means building a system in which these
pieces of content play the game like a „team“. The strategy distributes the
roles for each player who play TOGETHER to achieve a COMMON goal.
The FISH Framework defines 4 different types of contents who each have
their specific roles and therefore have to be deployed on their own.

4. The FISH Framework: The basics
These 4 types of content represent the four areas for teams
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FFollow-
Content
I Inbound
Content
SSearch and
Sales Content
HHighlight
Content
„Follow-Content“ aims at generating sustainable reach within the target audience as
well as establishing a touchpoint for continuous contact. Good „Follow Content“
strengthens the relationship and establishes trust.
„Inbound-Content“ aims at generating leads who are looking for a solution to a
complex problem. This lead is either nurtured or directly handed over to sales (e.g. for
very technical, issues mostly in B2B). This type of content is based on knowledge,
which helps the potential client. However the lead needs help for implementing a
solution.
„Search & Sales Content“ is a service for target audiences, who have acute
information needs. The pieces of content will try to satisfy these needs to the
best of their abilities. It generates Traffic from search engines but aims at selling
as well. It is clearly in the area for SEO.
„Highlight Content“ aims at generating a high level of interest at large in order to
influence how the organization is perceived (e.g. thought leadership or service
excellence). It also serves as a „Turbo“ for other content types.

5. The FISH Framework in detail
Tip: optimize every piece of content for ONE specific purpose!
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Business Goal Value for the reader Conversion / ROI Link to business
FFollow-
Content
Should build sustainable
reach and relationships,
which leads to
establishing sympathy,
trust, relevance and
interest.
The user doesn‘t search for
anything in particular but is
open to being inspired and
entertained. „Follow
Content“ addresses this
need on a regular basis.
No direct conversion, but it
establishes a connection with
readers / followers. This
„relationship“ is essential for
staying relevant.
Careful scattering of promotional
aspects and / or „branded
entertainment“. However: be
careful not to foster create distrust!
I Inbound
Content
Aims at generating
direct, sales relevant
demand / requests
(leads), which can be
nurtured.
Communicates an approach
for solving a complex
problem, the solution of
which is also part of the
portfolio of the business.
This enables you to upsell.
The conversion is the generation
of identified potential customers
in a lead nurturing system. The
content should aim at generating
high quality leads.
The link with the business is
established on one hand thanks to
the topic of the piece of content,
which is closely tied to the
company‘s offer(s), on the other
hand through the enablement of a
personalized sales pitch later on.
SSearch and
Sales Content
Positioning as a
competent „contact“
and service provider in
a strategic area as well
as direct sales.
The user finds an answer to
a specific question, which
he was wondering about
and proactively began
searching for.
The user recognizes that he is
being helped, which establishes
trust. He finds himself on the
company‘s site and can therefore
be led to where the company
wants him to pay attention to.
This is where the call-to-action
comes into play and the link to a
commercial offer can be
established. The user has found
valuable, helpful information and
more likely to convert in some way.
HHighlight
Content
Aims at generating a
high level of attention
and being spread. This
type of content is
essential for establishing
thought leadership and
a strong brand.
The user experiences a high
functional and / or
emotional benefit which he
will want to share with
others.
Direct influence and improvement
of brand awareness, high level of
attention, clics, traffic etc. This
should however create value in
some way for the business,
otherwise it‘s useless!
Leave sales out of there! Highlight
content generates attention and
interest which should then be
„nurtured“ with cross-linked Follow
and Inbound Content which will
allow you to convert this interest.

6. The FISH Framework in detail
Each type of content is influenced by different rules and performance indicators
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Preferred content channels Frequency and quality Intensity over time Promotion & Seeding
FFollow-
Content
Suited mainly for „lay-back
channels“ which people use
browse and let themselves „be
fed“ content (serendipity).
Examples: Facebook, Twitter
Newsletters, Blogs,
Magazines…
Relatively high frequence and
regularity is necessary. The
quality doesn‘t have to be
exceptionally high.
Not a strategic element. This
type of content is more often
relatively low cost and low
effort, it aims at maintaining a
steady flow of content for
Fans / Followers.
I Inbound
Content
Owned Media channels (e.g.
Landing Pages) and external
channels on which potential
buyers spend their time /
inform themselves (e.g.
specialized press).
Depends on the ressources of
the organization. Can be one-
shot or more regular. Quality
is very important!
Promotion and seeding makes
perfect sense because the the
ROI can be proven through the
quantity and quality of leads
generated.
SSearch and
Sales Content
A website or a shop should be
the channel here in order to
keep the number of steps until
conversion to a minimum.
Evergreen content. Ney
content doesn‘t replace the
old one but is added on top.
This requires coninuous
development.
e.g. through adwords
campaigns. Social listening
and browsing through forums
can also help identifying
questions being asked and you
can answer proactively.
HHighlight
Content
Ideally, you‘ll want to host this
type of content on your own
website but you can publish it
on a neutral platform in order
not to arouse suspiciousness.
Quality is everything, quantity
comes with scale. Sometimes,
one piece of content is enough
to become a star.
Highlight Content can and
should be promoted
intensively. The investment is
worth it!
Intensity
Time
Intensity
Time
Intensity
Time
Intensity
Time

7. Importance of SEO Style / Presentation Place on the content radar Content Types & Formats
FFollow-
Content
SEO doesn‘t play an important
role for „follow content“. Per
definition, people don‘t
actively search for it. It can
however have a minor impact.
The benefit must be quickly
identifiable in a functional or
emotional sense. Transmedia
storytelling is recommended.
• Micro-Content
• Social Media Posts
• „day-to-day“ Blogposts
• News / Curated Content
I Inbound
Content
Comparable to search content.
Inbound content provides an
answer to a problem and
people are actively looking for
it. Depends largely on how it
ranks on search engines.
Generally more in-depth than
follow content. Mostly an
functional benefit for people.
• White Paper
• Webinars
• Studies
• Case Studies
SSearch and
Sales Content
Should be fully optimized for
search engines. Style doesn‘t
matter much, it should be
found easily, contain the
information searched for and
get to the point.
Search & Sales Content should
be shorter and get to the point
quickly so that the user has
found an answer. No lengthy
introduction, focus on
providing the necessary
information quickly.
• Information
• Lists
• Overviews
• News
• Checklists
HHighlight
Content
SEO doesn‘t play an important
role for highlight content. Real
such content performs well
without it. Google recognizes
outstanding content when it
sees it!
Must provide an exceptionally
high emotional benefit, either
through entertainment or
meaning. Storytelling very
adequate!
• Long-form content
• Videos
• Campaigns
• „Scrollytelling“
• Multimedia content!
The FISH Framework in detail
Note: „SEO“ plays a different role depending on the type of content!
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Functional
Emotional
In-depthSuperficial
Functional
Emotional
In-depthSuperficial
Functional
Emotional
In-depthSuperficial
Functional
Emotional
In-depthSuperficial

8. The FISH Framework in detail
Note: Every piece of content should be „findable“ via search!
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Degree of interest Call-to-action / activation
FFollow-
Content
Addresses at least latent /
passive interest (I might need
it someday“) or universal
needs (Emotions, cute cats, …)
CTA is often related to
engagement, mostly
participation and sharing. This
strengthens the relational link
and improves reach.
I Inbound
Content
Needs to address at last a
passive interest as well.
Functional needs are to be
satisfied mostly.
The Call-to-Action always aims
at „selling“ the more
exhaustive piece of content
against contact personal
information (generating
leads).
SSearch and
Sales Content
This is where an active interest
is being addressed. Keywords
and their „availability“ in
relation to ranking play a
crucial role.
Active offering of services like
„request consultation now“ or
„buy now“.
HHighlight
Content
Highlight Content doesn‘t
reach people who are not
interested, because it works
with „universal“ triggers and
spreads within an audience.
Very visible referral to more
(Follow-) Content and / or
call-to-action to request more
information (Inbound
Content).

9. The CONTENT Radar
A Framework for positioning content on the market
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Dimensions of benefits from a piece of content (in a context)
Emotional
Functional
ThemaContext In-depthSuperficial

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Benefit as a degree of fulfillment of needs in relation to …
Emotional
Functional
News / Information Knowledge / Enabling
Entertainment / Fun Relationship / Meaning
StoryContext In-depth
long life span
Superficial
Short life span

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The four dimensions of benefit – context is the „story“
Emotional
Functional
„I‘m in on it“ „I learned something“
„This is fun“ „This is touching“
StoryStory In-depth
long life span
Superficial
short life span

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The dimensions in detail: which factors are critical for success?
 News / Trends
 Newsworthiness / novelty
 Event related
 Quickness / Real-time
 Easily consumable
 Short and to the point
 Decision guiding / orientation
 How-tos and Do-hows
 Context / Interrelations
 Exhaustive / in-depth
 Competence
 Background information
 Creative and „out of the box“
 Sensational
 Curiosities
 Generates high levels of
interest
 Funny / humorous
 Enables self-expression
 Values, reasons, Beliefs
 Confirmation and Endorsement
 Characters and identification
 Sympathy and Empathy
 Transparency und truthfulness
 Community and Tribe
Emotional
Functional
ThemaStory In-depth
long life span
Superficial
short life span
News / Information Knowledge / Enabling
Entertainment / Fun Relationship / Meaning

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Particularly suitable formats
Emotional
Functional
ThemaStorySuperficial
short life span
 News
 Tweets
 Facebook posts
 Google+-posts
 Infographics
 Press releases
 Apps & calculators
 Blogposts
 Whitepapers
 Webinars / Speeches / Keynotes
 Guides (articles or videos)
 Studies & Case-Studies
„I‘m in on it“ „I learned something“
 Facebook posts
 Visual Micro Content
 Videos
 Pictures
 Short video clips
 Games
 Stories (articles or videos)
 Authentic interviews
 Coverage
 Podcasts
 Events
 Background stories
„This is fun“ „This is touching“
In-depth
long life span

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The benefit-positioning as a competing content provider
Thema
„Me-too“
„above average“
leader
„I‘m in on it“ „I learned something“
„This is fun“ „This is touching“
Story
Emotional
Functional
Superficial
short life span
In-depth
long life span
 News
 Tweets
 Facebook posts
 Google+-posts
 Infographics
 Press releases
 Apps & calculators
 Blogposts
 Whitepapers
 Webinars / Speeches / Keynotes
 Guides (articles or videos)
 Studies & Case-Studies
 Facebook posts
 Visual Micro Content
 Videos
 Pictures
 Short video clips
 Games
 Stories (articles or videos)
 Authentic interviews
 Coverage
 Podcasts
 Events
 Background stories

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Example positioning of a bank
Thema
„I‘m in on it“ „I learned something“
„This is fun“ „This is touching“
Story
„Me-too“
Above
average
leader
Emotional
Functional
Superficial
short life span
In-depth
long life span
 News
 Tweets
 Facebook posts
 Google+-posts
 Infographics
 Press releases
 Apps & calculators
 Blogposts
 Whitepapers
 Webinars / Speeches / Keynotes
 Guides (articles or videos)
 Studies & Case-Studies
 Facebook posts
 Visual Micro Content
 Videos
 Pictures
 Short video clips
 Games
 Stories (articles or videos)
 Authentic interviews
 Coverage
 Podcasts
 Events
 Background stories

17. Mirko Lange
talkabout consulting
Rablstr. 37, 81669 München
Phone: 0049 177 – 27 40 778
Email: MLange@talkabout.de
Google+: www.mirkolange.de
Twitter: https://twitter.com/talkabout
Facebook: http://www.facebook.com/talkaboutpr
Thank you for your attention!
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