Presentation for the 2010 Masters of Business Online conference, Indianapolis, Indiana, October 19, 2010.

1. Developing a Digital Content Strategy:
The Five Ms
Matt Chandler
Senior Content Architect and Director of Training
Raidious

2. It’s Simple.
Content drives
every single interaction
on the internet.
Every single one.

3. Digital marketing doesn’t work without content.

4. What do we mean by content?
Mobile Device Content
Web Video Content
Email Content
Social Media Content
Blog Content

5. What is content strategy?
Content
text, data, graphics, video and audio
Strategy
holistic, well-defined plan for obtaining a specific goal or result

6. Why is strategy important?

7. Three types of media
owned media
paid media earned media

8. Three types of content
Published Content
Content you have published to a platform for your audience to discover: a webpage, email,
text message, social media post, web video.
Reactive Content
Content created in response to other content: a reaction to a blog post in the comments, a
Facebook “Like,” a re-tweet, a tag.
Proactive Content
Content you are proactively sharing, or promoting, published on other people’s platforms:
leaving a message on someone’s Facebook page, DMing or @replying, inviting to a
Facebook event.

9. make
The Five Ms
Everything is made based on a content
plan.
manage
Regularly update and maintain all
measure platforms.
Monitor and react to new information.
Engage directly with consumers.
Measure all platforms individually and
cross-reference.
moderate
monitor

10. make
Make the content.
Content for blogs, email, web video,
mobile devices, social media, and
manage other online properties.
measure Long form and short form text, images,
links, video, widgets, presentations,
and other online media.
All content is developed based on the
content plan, and designed to deliver
on the goals of the initiative.
moderate
monitor

11. make Manage the content.
Manage the governance of content
across multiple teams: internal teams,
manage agencies, PR firms, etc.
measure Manage quality control for each
platform, ensuring that all content is
web optimized and published following
best practices.
Ensure that all work is created,
approved, and published on time and
on strategy.
moderate
monitor

12. make
Monitor dialog.
Monitor the dialog on your platform, as
well as the internet at large to identify
manage risk and opportunity.
measure Monitor sentiment to stay informed
about what people think about your
brand in real time.
Identify influence, and maintain a list of
relevant influencers in your space over
time.
moderate
monitor

13. make Moderate dialog.
Respond to dialog as outlined in the
content plan.
manage
Evaluate and curate user generated
measure content on owned platforms.
Identify and evaluate brand dialog on
external platforms.
Edit and approve incoming content
from external sources.
Proactively promote brand content on
moderate external platforms.
monitor

14. make
Measure your efforts.
Almost every measurement available
for online platforms is actually a
manage measurement of the content - not the
measure platform.
Raidious provides monthly, integrated
multi-platform analytics reports and
recommendations for each initiative.
This is an ongoing science experiment,
and our goal is to get incremental
growth in key metrics as defined in the
moderate initiative.
monitor

16. Thank you.
Matt Chandler
chandler@raidious.com
@mattchandl3r
Shine online.