The FISH-Framework & the Content Radar

Mirko Lange, Content Strategist and Takatuka-Marketing Expert

Two tools for producing content with a purpose

The FISH-Framework & the Content Radar

copyright talkabout, Mirko Lange, all rights reserved 1

The FISH Framework

Create better and more effective content


The FISH Framework: The idea

Every piece of content has a purpose!


Content has to aim at achieving a specific goal for the company (whichpays for it) and for the consumer (who doesn‘t care if it doesn‘t providevalue).

These different goals can create a conflict e.g. „generate leads“ and „buildtrust“. The clearer the goal is defined for the piece of content, the moreeffective it will be at achieving it.

„Strategic Content Marketing“ means building a system in which thesepieces of content play the game like a „team“. The strategy distributes theroles for each player who play TOGETHER to achieve a COMMON goal.

The FISH Framework defines 4 different types of contents who each havetheir specific roles and therefore have to be deployed on their own.

The FISH Framework: The basics

These 4 types of content represent the four areas for teams


F Follow-Content

I Inbound Content

S Search and Sales Content

H Highlight Content

„Follow-Content“ aims at generating sustainable reach within the target audience aswell as establishing a touchpoint for continuous contact. Good „Follow Content“ strengthens the relationship and establishes trust.

„Inbound-Content“ aims at generating leads who are looking for a solution to a complex problem. This lead is either nurtured or directly handed over to sales (e.g. forvery technical, issues mostly in B2B). This type of content is based on knowledge, which helps the potential client. However the lead needs help for implementing a solution.

„Search & Sales Content“ is a service for target audiences, who have acuteinformation needs. The pieces of content will try to satisfy these needs to thebest of their abilities. It generates Traffic from search engines but aims at sellingas well. It is clearly in the area for SEO.

„Highlight Content“ aims at generating a high level of interest at large in order toinfluence how the organization is perceived (e.g. thought leadership or serviceexcellence). It also serves as a „Turbo“ for other content types.

The FISH Framework in detail

Tip: optimize every piece of content for ONE specific purpose!


Business Goal Value for the reader Conversion / ROI Link to business

F Follow-Content

Should build sustainablereach and relationships, which leads toestablishing sympathy, trust, relevance andinterest.

The user doesn‘t search foranything in particular but isopen to being inspired andentertained. „Follow Content“ addresses thisneed on a regular basis.

No direct conversion, but itestablishes a connection withreaders / followers. This „relationship“ is essential forstaying relevant.

Careful scattering of promotionalaspects and / or „brandedentertainment“. However: becareful not to foster create distrust!

I Inbound Content

Aims at generatingdirect, sales relevant demand / requests(leads), which can benurtured.

Communicates an approachfor solving a complexproblem, the solution ofwhich is also part of theportfolio of the business. This enables you to upsell.

The conversion is the generationof identified potential customersin a lead nurturing system. The content should aim at generatinghigh quality leads.

The link with the business isestablished on one hand thanks tothe topic of the piece of content, which is closely tied to thecompany‘s offer(s), on the otherhand through the enablement of a personalized sales pitch later on.


Positioning as acompetent „contact“ and service provider in a strategic area as wellas direct sales.

The user finds an answer toa specific question, whichhe was wondering aboutand proactively begansearching for.

The user recognizes that he isbeing helped, which establishestrust. He finds himself on thecompany‘s site and can thereforebe led to where the companywants him to pay attention to.

This is where the call-to-action comes into play and the link to a commercial offer can beestablished. The user has foundvaluable, helpful information andmore likely to convert in some way.

H Highlight Content

Aims at generating a high level of attentionand being spread. This type of content isessential for establishingthought leadership anda strong brand.

The user experiences a high functional and / oremotional benefit which he will want to share withothers.

Direct influence and improvementof brand awareness, high level ofattention, clics, traffic etc. This should however create value in some way for the business, otherwise it‘s useless!

Leave sales out of there! Highlight content generates attention andinterest which should then be„nurtured“ with cross-linked Follow and Inbound Content which will allow you to convert this interest.


Each type of content is influenced by different rules and performance indicators


Preferred content channels Frequency and quality Intensity over time Promotion & Seeding

F Follow-Content

Suited mainly for „lay-backchannels“ which people usebrowse and let themselves „befed“ content (serendipity). Examples: Facebook, Twitter Newsletters, Blogs, Magazines…

Relatively high frequence andregularity is necessary. The quality doesn‘t have to beexceptionally high.

Not a strategic element. This type of content is more oftenrelatively low cost and loweffort, it aims at maintaining a steady flow of content forFans / Followers.

I Inbound Content

Owned Media channels (e.g. Landing Pages) and externalchannels on which potential buyers spend their time / inform themselves (e.g. specialized press).

Depends on the ressources ofthe organization. Can be one-shot or more regular. Quality is very important!

Promotion and seeding makesperfect sense because the theROI can be proven through thequantity and quality of leadsgenerated.


A website or a shop should bethe channel here in order tokeep the number of steps untilconversion to a minimum.

Evergreen content. Ney content doesn‘t replace theold one but is added on top. This requires coninuousdevelopment.

e.g. through adwordscampaigns. Social listeningand browsing through forumscan also help identifyingquestions being asked and youcan answer proactively.

H Highlight Content

Ideally, you‘ll want to host thistype of content on your ownwebsite but you can publish iton a neutral platform in ordernot to arouse suspiciousness.

Quality is everything, quantitycomes with scale. Sometimes, one piece of content is enoughto become a star.

Highlight Content can andshould be promotedintensively. The investment isworth it!

Intensity

Time

Intensity

Time

Intensity

Time

Intensity

Time

Importance of SEO Style / Presentation Place on the content radar Content Types & Formats

F Follow-Content

SEO doesn‘t play an importantrole for „follow content“. Per definition, people don‘tactively search for it. It canhowever have a minor impact.

The benefit must be quicklyidentifiable in a functional oremotional sense. Transmedia storytelling is recommended.

• Micro-Content• Social Media Posts• „day-to-day“ Blogposts• News / Curated Content

I Inbound Content

Comparable to search content. Inbound content provides an answer to a problem andpeople are actively looking forit. Depends largely on how itranks on search engines.

Generally more in-depth thanfollow content. Mostly an functional benefit for people.

• White Paper• Webinars• Studies• Case Studies


Should be fully optimized forsearch engines. Style doesn‘tmatter much, it should befound easily, contain theinformation searched for andget to the point.

Search & Sales Content shouldbe shorter and get to the pointquickly so that the user hasfound an answer. No lengthyintroduction, focus on providing the necessaryinformation quickly.

• Information• Lists• Overviews• News• Checklists

H Highlight Content

SEO doesn‘t play an importantrole for highlight content. Real such content performs wellwithout it. Google recognizesoutstanding content when itsees it!

Must provide an exceptionallyhigh emotional benefit, eitherthrough entertainment ormeaning. Storytelling veryadequate!

• Long-form content• Videos• Campaigns• „Scrollytelling“• Multimedia content!


Note: „SEO“ plays a different role depending on the type of content!


Functional

Emotional

In-depthSuperficial

Functional

Emotional

In-depthSuperficial

Functional

Emotional

In-depthSuperficial

Functional

Emotional

In-depthSuperficial


Note: Every piece of content should be „findable“ via search!


Degree of interest Call-to-action / activation

F Follow-Content

Addresses at least latent / passive interest (I might needit someday“) or universal needs (Emotions, cute cats, …)

CTA is often related toengagement, mostlyparticipation and sharing. This strengthens the relational link and improves reach.

I Inbound Content

Needs to address at last a passive interest as well. Functional needs are to besatisfied mostly.

The Call-to-Action always aimsat „selling“ the moreexhaustive piece of contentagainst contact personalinformation (generatingleads).


This is where an active interestis being addressed. Keywords and their „availability“ in relation to ranking play a crucial role.

Active offering of services like „request consultation now“ or„buy now“.

H Highlight Content

Highlight Content doesn‘treach people who are not interested, because it workswith „universal“ triggers andspreads within an audience.

Very visible referral to more(Follow-) Content and / orcall-to-action to request moreinformation (Inbound Content).

The CONTENT Radar

A Framework for positioning content on the market



Dimensions of benefits from a piece of content (in a context)

Emotional

Functional

ThemaContext In-depthSuperficial


Benefit as a degree of fulfillment of needs in relation to …

Emotional

Functional

News / Information Knowledge / Enabling

Entertainment / Fun Relationship / Meaning

StoryContext In-depthlong life span

SuperficialShort life span


The four dimensions of benefit – context is the „story“

Emotional

Functional

„I‘m in on it“ „I learned something“

„This is fun“ „This is touching“

StoryStory In-depthlong life span

Superficialshort life span


The dimensions in detail: which factors are critical for success?

News / Trends Newsworthiness / novelty Event related Quickness / Real-time Easily consumable Short and to the point

Decision guiding / orientation How-tos and Do-hows Context / Interrelations Exhaustive / in-depth Competence Background information

Creative and „out of the box“ Sensational Curiosities Generates high levels of

interest Funny / humorous Enables self-expression

Values, reasons, Beliefs Confirmation and Endorsement Characters and identification Sympathy and Empathy Transparency und truthfulness Community and Tribe

Emotional

Functional

ThemaStory In-depthlong life span


News / Information Knowledge / Enabling

Entertainment / Fun Relationship / Meaning


Particularly suitable formats

Emotional

Functional

ThemaStorySuperficialshort life span

News Tweets Facebook posts Google+-posts Infographics Press releases Apps & calculators

Blogposts Whitepapers Webinars / Speeches / Keynotes Guides (articles or videos) Studies & Case-Studies


Facebook posts Visual Micro Content Videos Pictures Short video clips Games

Stories (articles or videos) Authentic interviews Coverage Podcasts Events Background stories


In-depthlong life span


The benefit-positioning as a competing content provider

Thema

„Me-too“

„above average“

leader



Story

Emotional

Functional








Example positioning of a bank

Thema



Story

„Me-too“

Above

average

leader

Emotional

Functional







Mirko Lange

talkabout consulting

Rablstr. 37, 81669 München

Phone: 0049 177 – 27 40 778

Email: [email protected]

Google+: www.mirkolange.de

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Thank you for your attention!

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