What Every CMO Needs to Know About Content Strategy

The 10 Step Framework for Social Content

By Mark Fidelman

Strategic Content? WHY

every

company

Which includes…

has

CONTENT

Documentation Video & Graphics, etc.

for PRODUCTS

SERVICES and

but most content are an afterthought

strategic

NOT

and

SOCIAL or

So, they post PDF files

Static HTML or worse

And as a result…

their visitors tune out

and leave.

never arrive on their

site

OR…

they can do

But there is

so much more

content living to create

COMPANY & COMMUNITY

that is

developed and maintained by the

that reduces support costs

revenue and increases

while providing insights

intelligent.

your content that make

learn more?

READY to

Image by Tim Forbes http://www.flickr.com/photos/bpuppy/188786826/sizes/l/in/photostream/

READY TO LEARN MORE?

So how do I create a

STRATEGIC social content site?

START WITH A STRATEGIC FRAMEWORK

the elements…

Let’s

EXPLORE

CURATE YOUR CONTENT

CONTENT CURATION

DESCRIPTION

The process of assembling, summarizing, categorizing and interpreting information from multiple sources in a context that is relevant to your customers

BENEFITS

Improve the quality and quantity of your content

EXAMPLE

Present your best content to new website visitors in order to maximize sales potential

Content Content Curators

Brand Website

Tagging

Rating

Co

mm

en

ting C

on

text

ual

izin

g editing

Search

Curated Content Brand

Audience

digital content to provide more relevant audience experience

curate

LEARNING COMMUNITIES

DESCRIPTION

Create communities of customers that are helping other customers with your product or service

BENEFITS

Customer service cost reduction, increase leads and sales, more satisfied customers, R&D info

EXAMPLE

Intuit’s TurboTax community site

Ask questions,

submit answers…

…and the Intuit site organizes it for everyone else.

Reviews & Ratings

SOCIAL SELLING

DESCRIPTION

Company and community developing a one-to-one relationship around content

BENEFITS

Direct relationship with prospective and current customers

EXAMPLE

Sales and Marketing tracking prospect interaction with content to identify sales opportunities

create engaging content

That attracts prospects to your site…

HomePage

And keep them coming back by encouraging them to join your

community

participate

contribute engage

+

70% of people become a fan of your brand because they want a deal

Study:

Offer something of value

Then monitor their online activity

Understand potential sales opportunities or prospects doing due diligence on your product or service

A GREATER VALUE than a prospect acquired via traditional media

In short, a social media-acquired prospect has

Customer’s Social Network Value

• Annual Value: $100 • Network: 100 Followers • % of Social Network with

Similar Behavior: 5 (5 x $100)

Network Value: $500

Study:

Reviews & Ratings

REVIEWS & RATINGS

DESCRIPTION

Site visitors rate content and provide instant reviews of content that does not meet their needs

BENEFITS

Quickly discover what content is effective or not

EXAMPLE

Microsoft’s Technical Documentation Community

COMMUNITY ratings and feedback help users…

…quickly decide what is most relevant to them

Reviews & Ratings

SOCIAL CURRENCY

DESCRIPTION

Reward programs that encourage users to contribute to content and product documentation

BENEFITS

Better content & documentation through crowdsourcing & reduced support costs

EXAMPLE

Microsoft MVP program, Cisco Support Community, MindTouch “Pay to Doc” program

REPUTATION that drives social recognition…

Pay the community to

CREATE QUALITY CONTENT

And REWARD them with badges

Reviews & Ratings

SMART SEARCH

DESCRIPTION

Contextual & adaptive search that learns to present the best content based on the search query

BENEFITS

Customers find the best content quicker. Contextual Cross selling opportunities

EXAMPLE

Highest rated content bubbles to the top of search results

Adaptive search that gets

SMARTER OVER TIME

CONTEXTUAL Cross selling from search results…

Reviews & Ratings

SOCIAL SHARING

DESCRIPTION

Sharing content on social networks like Facebook, LinkedIn, Twitter, etc.

BENEFITS

Connect with your customer’s social network

EXAMPLE

Facebook-like

Encourage site visitors to

SHARE CONTENT with their network

SHARE TOOLS

ALLOW SOCIAL SHARING FOR

INCREASED REFFERAL

TRAFFIC AND CUSTOMER

ACQUISITION

Reviews & Ratings

SOCIAL LOGINS

DESCRIPTION

Log in to website with Google, Facebook, LinkedIn, etc.

BENEFITS

Less friction for customers. Company receives higher quality info about site visitors.

EXAMPLE

Facebook Connect

Logins enable fast access

Social

And the company receives quality info

About their site visitors

No need for form fills. One click

logins

Reviews & Ratings

CROWD SOURCING

DESCRIPTION

Enable the crowd to contribute content, documentation, videos, tutorials, how-to guides

BENEFITS

The crowd helps build your content/documentation and supports your community

EXAMPLE

Who Runs Gov (Washington Post)

Crowd sourced content that is

CREATED & EDITED BY THE CROWD

EDIT DIRECTLY within the browser in real time…

THE POWER OF CROWDSOURCING W

eb

Tra

ffic

Content

Huge

Some

Minimal

1X 10X 100X

Images

Video Text

Reviews & Ratings

CONTENT ANALYTICS

DESCRIPTION

Content-specific analytics

BENEFITS

Derive intelligence and meaning from how content is being consumed

EXAMPLE

Answers the question “Why are 1000 people a week searching our documentation for XYZ?”

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.

THAT’S IT FOR THE FRAMEWORK

Remember content is like theater for your audience

But don’t forget about the

strategy…

or the Content Strategist

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

DID I MISS ANYTHING? TELL ME WHAT YOU THINK

Mark Fidelman www.seekomega.com t. @markfidelman

Slide Sources Notes

ALL Jessica Roeckel Design and Editing Help

8 Flickr Image http://www.flickr.com/photos/mrhappy8/1996718955/sizes/l/

33 Images courtesy of Old Spice www.oldpsice.com

36 Marketo is a marketing automation company Marketo.com

45 Image courtesy of Kelly Abott at MindTouch

53 Image courtesy of Adobe TV

61, 62 WhoRunsGov is a MindTouch Powered site Washington Post owns the site

66, 67 Content analytics from MindTouch

69 Flickr Image http://www.flickr.com/photos/soumit/115026195/ Photographer: Soumit

72 Flickr Image http://www.flickr.com/photos/mauspray/4464488444/

CREDITS