What Marketing Needs to Know About

Content Strategy

By Mark Fidelman with Guest Scott Abel

Strategic? WHAT MAKES CONTENT

1.

IT CREATES LEADS & DRIVES

REVENUE

2.

IT ENGAGES & EDUCATES

PEOPLE

3.

IT’S SOCIAL

like theater

In fact

Content is a lot

IT CAN BE…

GOOD

BAD

BAD =

GOOD

Do it?

How do the

BEST

works hard

their

CONTENT

To deliver a quality experience

Who are the best?

1. INCREASED REVENUE

70% of people become a fan

of your brand because they want a deal

Study:

Offer something of value

AND ALLOW THE CO-CREATION OF CONTENT W

eb

Tra

ffic

Content

Huge

Some

Minimal

1X 10X 100X

Images

Video Text

WHICH SHOWS UP HERE

CONTEXTUAL Cross selling from search results…

2. LEARNING COMMUNITIES

ENGAGES, EDUCATES & ALLOWS FEEDBACK

the best

CONTENT

Ask questions,

submit answers…

…and the Intuit site organizes it for everyone else.

COMMUNITY ratings and feedback help users…

…quickly decide what is most relevant to them

Example of engaging content

HomePage

3. IT’S SOCIAL

REPUTATION that drives social recognition…

Pay the community to

CREATE QUALITY CONTENT

And REWARD them with badges

1. INCREASES REVENUE

2. ENGAGES & EDUCATES

3. IS SOCIAL

STRATEGIC CONTENT:

NOT…

BUT THIS…

BUT HOW DO YOU KNOW?

How do you know what’s

RELEVANT to your site visitors?

Content Analytics allows site admin to quickly understand the

it watches

ACCURACY, QUALITY, AND AGING of the site’s content.

Best of all,

CUSTOMER BEHAVIOR through search patterns.

THESE COMPANIES CAN HELP

CONTENT CURATION

• MindTouch 2010

• HiveFive Curata

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

SMART SEARCH

• MindTouch 2010

• Google Enterprise Search

SOCIAL SHARING

• Facebook Like

• OpenID

SOCIAL LOGINS

• Facebook Connect

• PassPack

CONTENT ANALYTICS

• MindTouch 2010

• Mzinga Analytics

AND SO

CAN HE

www.contentwrangler.com

THAT’S ALL

ANY QUESTIONS?

WANT TO

LEARN MORE?

Mark Fidelman www.seekomega.com t. @markfidelman