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What Marketing Needs to Know about Content Strategy

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What Marketing Needs to Know about Content Strategy

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  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% of people become a fan of your brand because they want a deal Study:

  15. AND ALLOW THE CO-CREATION OF CONTENT Huge Web Traffic Text Video Some Images Minimal 1X 10X 100X Content

  16. WHICH SHOWS UP HERE

  17. CONTEXTUAL Cross selling from search results…

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

  19. Ask questions, submit answers…

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

  21. COMMUNITY ratings and feedback help users…

  22. …quickly decide what is most relevant to them

  23. Example of engaging content HomePage

  24. 3. IT’S SOCIAL

  25. REPUTATION that drives social recognition…

  26. Pay the community to CREATE QUALITY CONTENT

  27. And REWARD them with badges

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

  29. NOT…

  30. BUT THIS…

  31. BUT HOW DO YOU KNOW?

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

  33. 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.

  34. THESE COMPANIES CAN HELP CONTENT CURATION MindTouch 2010 HiveFive Curata SMART SEARCH MindTouch 2010 Google Enterprise Search • • • • LEARNING COMMUNITIES Mzinga OmniSocial MindTouch 2010 • • SOCIAL SELLING Community Sites Marketo (tracking tool) • • REVIEWS AND RATINGS MindTouch 2010 GetSatisfaction SOCIAL CURRENCY Jive Software Lithium MindTouch 2010 CONTENT ANALYTICS MindTouch 2010 Mzinga Analytics • • SOCIAL SHARING Facebook Like • OpenID • • • • SOCIAL LOGINS Facebook Connect • PassPack • • •

  35. www.contentwrangler.com AND SO CAN HE

  36. THAT’S ALL ANY QUESTIONS?

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

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