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
like theater
In fact
Content is a lot
IT CAN BE…
GOOD
BAD
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
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:
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