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What Marketing Needs to Know About

Content Strategy
      By Mark Fidelman with Guest Scott Abel
WHAT MAKES CONTENT

Strategic?
1.
     IT CREATES
 LEADS & DRIVES
       REVENUE
2.
     IT ENGAGES
     & EDUCATES
         PEOPLE
3.

 IT’S SOCIAL
In fact

Content is a lot
          like theater
IT CAN BE…


        GOOD

             BAD
BAD =
GOOD
How do the

BEST
 Do it?
their

CONTENT
        works hard
To deliver a quality experience
Who are the best?
1.   INCREASED REVENUE

      Offer something of value




        70%
        Study:




        of people become a fan
        of your brand because
        they want a deal
AND ALLOW THE CO-CREATION OF CONTENT

                  Huge
  Web Traffic




                                                Text
                                        Video
                  Some




                               Images


                Minimal
                          1X            10X            100X

                                   Content
WHICH SHOWS UP HERE
CONTEXTUAL
Cross selling from search results…
2.   LEARNING COMMUNITIES



 the best

 CONTENT
     ENGAGES, EDUCATES
     & ALLOWS FEEDBACK
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
STRATEGIC CONTENT:

1.   INCREASES REVENUE
2.   ENGAGES & EDUCATES
3.   IS SOCIAL
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

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


Best of all,
it watches
CUSTOMER
BEHAVIOR
through search
patterns.
THESE COMPANIES CAN HELP
 CONTENT CURATION               SMART SEARCH
• MindTouch 2010               • MindTouch 2010
• HiveFive Curata              • Google Enterprise Search

    LEARNING COMMUNITIES
•    Mzinga OmniSocial
•    MindTouch 2010
    SOCIAL SELLING
•    Community Sites
•    Marketo (tracking tool)

    REVIEWS AND RATINGS
•    MindTouch 2010
•    GetSatisfaction
    SOCIAL CURRENCY            SOCIAL SHARING

•    Jive Software             •   Facebook Like
•    Lithium                   •   OpenID
•    MindTouch 2010
                               SOCIAL LOGINS
 CONTENT ANALYTICS
• MindTouch 2010               •   Facebook Connect
• Mzinga Analytics             •   PassPack
www.contentwrangler.com




                          AND SO
                          CAN HE
THAT’S ALL

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

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What Marketing Needs to Know about Content Strategy