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What Every CMO Needs to Know About Content Strategy

A must read for all CMO's - What is Content Strategy and how do I build content that drives leads and revenue? How do I make it social and why does it matter? The 10 Step Framework for Social Content

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What Every CMO Needs to Know About Content Strategy

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  1. What Every CMO Needs to Know About Content Strategy The 10 Step Framework for Social Content By Mark Fidelman

  2. WHY Strategic Content?

  3. every company

  4. has CONTENT Which includes…

  5. Documentation Video & Graphics, etc. for PRODUCTS

  6. and SERVICES

  7. but most content are an afterthought

  8. and NOT strategic

  9. SOCIAL or

  10. So, they post PDF files Static HTML or worse

  11. And as a result… their visitors tune out and leave.

  12. OR… never arrive on their site

  13. But there is so much more they can do

  14. to create living content

  15. that is developed and maintained by the COMPANY & COMMUNITY

  16. that reduces support costs

  17. increases revenue and

  18. while providing insights

  19. that make your content intelligent.

  20. learn more? to READY READY TO LEARN MORE? Image by Tim Forbes http://www.flickr.com/photos/bpuppy/188786826/sizes/l/in/photostream/

  21. So how do I create a STRATEGIC social content site?

  22. START WITH A STRATEGIC FRAMEWORK

  23. Let’s EXPLORE the elements…

  24. CURATE YOUR CONTENT

  25. 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

  26. curate digital content to provide more relevant audience experience Tagging Search Contextualizing Commenting Brand Website editing Rating Curated Content Content Content Curators Brand Audience

  27. 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

  28. Ask questions, submit answers…

  29. …and the Intuit site organizes it for everyone else.

  30. Reviews & Ratings

  31. 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

  32. create engaging content HomePage That attracts prospects to your site…

  33. participate And keep them coming back by encouraging them to join your community + engage contribute

  34. Offer something of value 70% of people become a fan of your brand because they want a deal Study:

  35. Then monitor their online activity Understand potential sales opportunities or prospects doing due diligence on your product or service

  36. In short, a social media-acquired prospect has A GREATER VALUE than a prospect acquired via traditional media Study: Customer’s Social Network Value • Annual Value: $100 • Network: 100 Followers • % of Social Network with Similar Behavior: 5 (5 x $100) Network Value: $500

  37. Reviews & Ratings

  38. 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

  39. COMMUNITY ratings and feedback help users…

  40. …quickly decide what is most relevant to them

  41. Reviews & Ratings

  42. 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

  43. REPUTATION that drives social recognition…

  44. Pay the community to CREATE QUALITY CONTENT

  45. And REWARD them with badges

  46. Reviews & Ratings

  47. 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

  48. Adaptive search that gets SMARTER OVER TIME

  49. CONTEXTUAL Cross selling from search results…

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