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What Marketing Needs to Know about Content Strategy

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Mark Fidelman
Mark Fidelman
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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