This document discusses the importance of content strategy for marketing. It notes that strategic content can (1) create leads and drive revenue by offering valuable information to customers, (2) engage and educate people by allowing feedback and questions, and (3) be social by rewarding user-generated content and driving social recognition. The best companies increase revenue, engage communities for learning, and make their content social. Content analytics can help understand what is relevant to site visitors through search patterns and customer behavior.

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

17. WHICH SHOWS UP HERE

18. CONTEXTUAL
Cross selling from search results…

19. 2. LEARNING COMMUNITIES
the best
CONTENT
ENGAGES, EDUCATES
& ALLOWS FEEDBACK

20. Ask questions,
submit answers…

21. …and the Intuit site organizes it for everyone else.

22. COMMUNITY
ratings and feedback help users…

23. …quickly decide what is most relevant to them

24. Example of engaging
content
HomePage

25. 3. IT’S SOCIAL

26. REPUTATION
that drives social recognition…

27. Pay the community to
CREATE QUALITY CONTENT

28. And REWARD
them with badges

29. STRATEGIC CONTENT:
1. INCREASES REVENUE
2. ENGAGES & EDUCATES
3. IS SOCIAL

30. NOT…

31. BUT THIS…

32. BUT HOW DO
YOU KNOW?

33. How do you know what’s
RELEVANT
to your site visitors?

34. 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.

35. 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

36. www.contentwrangler.com
AND SO
CAN HE

37. THAT’S ALL
ANY QUESTIONS?

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