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The FISH-Framework & the Content Radar

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The FISH-Framework & the Content Radar

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  • FISH is a nice summary of certain content tactics, though I'm not sure it is all-encompassing. But given your specific project needs/client asks, that might be just fine! It's very well articulated. I'm definitely a fan of the Content Radar, though. Nice work articulating the many layers to those axes. May need to start dressing my own strategies in a similar vein!
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The FISH-Framework & the Content Radar

  1. 1. Mirko Lange, Content Strategist and Takatuka-Marketing Expert Two tools for producing content with a purpose The FISH-Framework & the Content Radar copyright talkabout, Mirko Lange, all rights reserved 1
  2. 2. The FISH Framework Create better and more effective content copyright talkabout, Mirko Lange, all rights reserved 2
  3. 3. The FISH Framework: The idea Every piece of content has a purpose! copyright talkabout, Mirko Lange, all rights reserved 3 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. 4. The FISH Framework: The basics These 4 types of content represent the four areas for teams copyright talkabout, Mirko Lange, all rights reserved 4 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. 5. The FISH Framework in detail Tip: optimize every piece of content for ONE specific purpose! copyright talkabout, Mirko Lange, all rights reserved 5 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. 6. The FISH Framework in detail Each type of content is influenced by different rules and performance indicators copyright talkabout, Mirko Lange, all rights reserved 6 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. 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! copyright talkabout, Mirko Lange, all rights reserved 7 Functional Emotional In-depthSuperficial Functional Emotional In-depthSuperficial Functional Emotional In-depthSuperficial Functional Emotional In-depthSuperficial
  8. 8. The FISH Framework in detail Note: Every piece of content should be „findable“ via search! copyright talkabout, Mirko Lange, all rights reserved 8 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. 9. The CONTENT Radar A Framework for positioning content on the market copyright talkabout, Mirko Lange, all rights reserved 9
  10. 10. copyright talkabout, Mirko Lange, all rights reserved 10 Dimensions of benefits from a piece of content (in a context) Emotional Functional ThemaContext In-depthSuperficial
  11. 11. copyright talkabout, Mirko Lange, all rights reserved 11 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
  12. 12. copyright talkabout, Mirko Lange, all rights reserved 12 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
  13. 13. copyright talkabout, Mirko Lange, all rights reserved 13 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
  14. 14. copyright talkabout, Mirko Lange, all rights reserved 14 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
  15. 15. copyright talkabout, Mirko Lange, all rights reserved 15 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
  16. 16. copyright talkabout, Mirko Lange, all rights reserved 16 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. 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! copyright talkabout, Mirko Lange, alle Rechte vorbehalten 17

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