Big Brands and Content Marketing: A #CMWorld Chat with King Content

KingContentWhen it comes to content marketing, is it better to be a big brand or a large brand? This week’s #CMWorld chat with King Content discussed what large brands can learn from their smaller counterparts – and what small biz can learn from enterprise organizations. We also chatted about ideas to stay consistent, big brand examples and much more.

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Let’s get started! Q1: How are big brands using #contentmarketing as part of their broader marketing mix? #CMWorld

 

A lot of brands have now recognised that #content is the fuel that drives digital engagement across #socialmedia and owned assets. #cmworld

@King_Content

 

Slight problem = content marketing is often seen as just another tactic- rather than the unifying principle of digital approach. #cmworld

@King_Content

 

Content marketing allows big brands to establish their voice and constantly engage to build relationships #cmworld

@Homescout

 

@King_Content Yes, and not just digital…right? #CMWorld

@mikemyers614

 

A1) Mainly to engage w/ & inform customers, but is sometimes used for thought leadership & lead generation #cmworld

@devonna_j

 

While there have been gr8 big brand initiatives (duh!? http://t.co/0wQ9PaYKAf) #contentmarketing is often still a lower priority #cmworld

@King_Content

 

A1: Most use it as a megaphone to push the same sales message as outbound tactics. #cmworld

@MichaelMooneyy

 

@CMIContent Big brands also realized the importance of it, the latest example is by @Microsoft’s new CEO 1st email that went viral. #CMWorld

@MUmar_Khan

 

I’m on Twitter overload today- planning client #content calendars and tuning in to #cmworld

@eccushing

 

A1: Big brands seem to have figured out how to use Twitter and YouTube to create big buzz #CMWorld

@SueBrady

 

A1: big consumer brands are using it for more engaging entertainment, and to better leverage sponsorships and relationships #cmworld

@angusmacaulay

 

@eccushing Awesome – glad to see you, even if we’re sharing your time! #CMWorld

@CMIContent

 

A1: Big brands are using hashtags as part of their marketing, to align their brand message with a message, campaign #CMWorld

@lttlewys

 

A1: Good, big brands us it as a scalable way to provide one-on-one engagement with their fans and advocates. #cmworld

@MichaelMooneyy

 

A1 ANA’s members only conferences provide a great snapshot of how big brands are using content (http://t.co/bVgtP3Aq35) #CMworld

@SFerika

 

A1: One of our big problems is all the scattered #contentmarketing resources internally. #CMWorld

@mikemyers614

 

Content marketing allows big brands to establish their voice and constantly engage to build relationships #cmworld

@jeroen4green

 

@mikemyers614 Of course not. Sorry I 4got to remove my digital #contentmarketing hat! #earlymorning #cmworld

@King_Content

 

@SueBrady Buzz, yes. Additional market share or revenue??? #CMworld

@TCoughlin

 

A1 #cmworld Brands dedicating more resource to content creation but also to develop solid yet agile strategy & measurement.

@webber_karen

 

A1: Still a LOT of campaign-focused content programs that die when the campaign is over. Need more consistency. #cmworld

@JoePulizzi

 

A1: big brands w/ecommerce play are using it to push through the entire funnel and measure ROI on all content at each step #cmworld

@angusmacaulay

 

Q2: #SmallBiz content marketing woes include lack of budget. What do big brands struggle with in content marketing? #CMWorld

 

@lttlewys Agreed. Hashtags also help big brands to foster a community or establish themselves in a pre-existing one #cmworld

@devonna_j

 

A1 Some big brands, like Schwab (a former employer of mine) have missions that better align w/content marketing than traditional #CMworld

@SFerika

 

@King_Content No worries. Early is an understatement! #CMWorld

@mikemyers614

 

.@mikemyers614 definitely, content audit is task no.1 #cmworld

@KDADouglas

 

@TCoughlin I expect rev has followed in some cases ( Oreo, Tacobell, Arbys). Would love to see results. #CMWorld

@SueBrady

 

@CMIContent @King_Content @lttlewys thanks! new to this chat group … hope to learn alout #Cmworld

@BelieveTheHyp

 

@King_Content UGH! I loathe people that see content marketing as a tactic, it needs to be built in to a bigger strategy #CMWorld

@lttlewys

 

A2 #cmworld Focus and target. So many things are at stake.

@moveo

 

@King_Content Well said. As content channels & mediums explode, content maketing is the unifying force and guiding light #cmworld

@NickKellet

 

A2 big brands struggle w/the battle for social channel ownership and aligning disparate groups creating branded content #CMworld

@SFerika

 

The fact that my parents now know the word “hashtag” proves that content marketing is officially mainstream. #CMWorld

@Erin_E_Palmer

 

A2: Committee-driven, boring narratives that attempt to speak to everyone and reach no one. #cmworld

@MichaelMooneyy

 

A2 – Big brands struggle with developing a clear identity and culture in their content #cmworld

@Ebyline

 

@BelieveTheHyp Great to have you!! You will learn oodles and ur head is going to be bursting at the end! #SmartChat #CMWorld

@lttlewys

 

A2 #cmworld Focus and target. So many things are at stake. @CMIContent

@moveo

 

@CMIContent @King_Content @lttlewys thanks! new to this chat group … hope to learn alot #Cmworld

@BelieveTheHyp

 

@CMIContent A2 big brands also have to figure out how to align multiple agencies working on content components #CMworld

@SFerika

 

@NickKellet Very true, but cm has come a long way. We used to work in the basement of most organizations. Now, we see light. #cmworld

@JoePulizzi

 

@Erin_E_Palmer That’s great! 🙂 But do they use them? #CMWorld

@CMIContent

 

A2 I agree that big brands seem to struggle with the idea that they must own everything. Some are partnering well though #cmworld

@tracibrowne

 

Big brands struggle to reach a niche market and target audience. Nothing is tailored to individuals. #cmworld

@beautdirtyrich

 

A2 Small biz can be quick to implement ideas whereas big brands can struggle with multiple sign-offs, compliance etc #cmworld

@webber_karen

 

#A2: Big brands struggle with building a brand and identity. They also often lack authenticity #CMWorld

@weareboogie

 

@CMIContent A2: The “Fear”… They feels hesitant to go openly as their name is on stake… #CMWorld

@MUmar_Khan

 

A2: Big brands have to be especially careful, because their content marketing failures can go viral really quickly. #CMWorld

@Erin_E_Palmer

 

@mikemyers614 Great point. This is one of the greatest challenges for big brand #contentmarketing #cmworld

@King_Content

 

A2) Big brands struggle w/ relating to subcommunities as they strive to catch all butterflies w/ one net @CMIContent #cmworld

@devonna_j

 

Big brands use content marketing for self promotion and should use it more so as education and connectivity #cmworld

@Homescout

 

A2: As @mikemyers614 mentioned scattered content. The initial content audit is a big challenge #cmworld

@KDADouglas

 

A2: big brands struggle with a lot of stake holders and silos and often a lot of external partners. Need for a content chief #cmworld

@angusmacaulay

 

@beautdirtyrich We’re talking niche #contentmarketing next week with @SusynEliseDuris ! #CMWorld

@CMIContent

 

Q2. Small business budgeting woes- preaching to the choir here! #ShowMeTheMoney #cmworld

@eccushing

 

@Erin_E_Palmer Absolutely, and even a “minor” failure can get magnified and blown out of proportion #cmworld

@devonna_j

 

A2: Big brands LOVE scale…and much CM is about targeting a niche, targeting the one. It takes a different mindset. #cmworld

@JoePulizzi

 

[decent content.] MT @CMIContent: Q2: #SmallBiz What do big brands struggle with in content marketing? #CMWorld

@TCoughlin

 

A2: Big brands can lack focus, want to be all things to all people. #CMWorld

@mikemyers614

 

@beautdirtyrich Correct. B2C is mass market. But they can really win on second screen initiatives like some did with Super Bowl. #cmworld

@SusynEliseDuris

 

Q3: What types of lessons can big brands learn from their #smallbiz counterparts? #CMWorld #smb

 

@SFerika @CMIContent What do you think are some of there best tools (or your recs) for how to manage that issue? #CMworld

@EM_marketing

 

A2) Since big brands usually have multiple customer segments, it’s hard engaging without making sub groups feel left out. #cmworld

@MichaelMooneyy

 

@angusmacaulay when the brand has both B2B and B2C biz, often have two separate content chiefs #CMworld

@SFerika

 

A2 Many big brands still struggle to let go of control and invite the audience up on stage. #cmworld

@NickKellet

 

A2: Big brands struggle with trust in their community, negative people and they are under a huge amount of public censure #CMWorld

@lttlewys

 

@SFerika I could definitely see an issue with maintaining consistency of messaging across groups. #CMWorld

@KyleAkerman

 

There is a lot of red tape for big biz. Getting content buy-in and proving #ROI is a major concern. #CMWorld

@King_Content

 

Making sure #marketing objectives match with sales objectives is another concern for big biz. #CMWorld

@King_Content

 

 

A3. Know your customer like you ARE a small company. #CMWorld

@SueBrady

 

#Content has to be a company wide philosophy not just a tactic. You need buy-in from the C-Suite. #CMWorld

@King_Content

 

@CMIContent A3 they can learn the importance of connecting 1:1 with customers by following them and responding to their comments #CMworld

@SFerika

 

#smallbiz know their audience well. Big brands need to have a clear buyer persona in mind for their content efforts. #CMWorld

@King_Content

 

#smb have close knit teams. Big brands need to keep communication across divisions open so they have a unified message. #CMWorld

@King_Content

 

@JoePulizzi Well said – The love of scale is what stops brands going into niches where customer live and love. #cmworld

@NickKellet

 

A3 getting it “out the door” Big brands are just so locked in to a complicated approval process and absolute perfection #cmworld

@tracibrowne

 

@King_Content Yes! We did a chat a few weeks ago with @BrennerMichael on justifying the value of your CM. #CMWorld

@CMIContent

 

@CMIContent A3: To focus each and every aspect of Content Marketing channels, identifying true prospects and be generous.. #CMWorld #smb

@MUmar_Khan

 

A3 Bigger/more/expensive isn’t always the key to success. Targeted relevance, usefulness & creativity are! #CMWorld

@webber_karen

 

@EM_marketing @CMIContent To keep agencies aligned, having an annual agency day, plus regular cross-agency projects can help #CMworld

@SFerika

 

@CMIContent @JoePulizzi CM scales by quality rather than by quantity. #CMWorld

@JakeDParent

 

People respond to humans not robots. #SmallBiz are generally better at communicating in a human way than entrenched #bigbiz #CMWorld

@King_Content

 

A3: Big brands love award winning TV spots. content marketing is about niche, long tail marketing. And giving consumers value #cmworld

@angusmacaulay

 

A3: How to build a loyal following with great content instead of celebrity. #cmworld

@MichaelMooneyy

 

A3) Big brands can learn how to ID and leverage hyper-relevant influencers from #smallbiz @King_Content @CMIContent #cmworld

@devonna_j

 

@KyleAkerman and maintaining consistency of POV too–some stakeholders want to hoard content! #CMworld

@SFerika

 

A3 It’s good to highly responsive, don’t be afraid to show a little personality, & a little well-placed humor can go a long way. #CMworld

@EM_marketing

 

A3: Big brands can learn how much Company culture can affect brand voice & message, how having employee passion tapped makes differ #CMWorld

@lttlewys

 

A3: @CMIContent put a face to the brand, business is human, a lot of brands hide behind their logos #CMWorld

@KDADouglas

 

A3. Engage, interact, converse. Big budgets go even further if the conversation is two-sided. Get the customer involved! #CMWorld

@greedypeach

 

A3: Big brands can learn from small brands by acting smaller and more local. By letting people in. Being more open #cmworld

@NickKellet

 

A3 Big brands can learn how to target an audience. Learning to speak to a certain audience can be difficult when it’s broad. #cmworld

@weareboogie

 

Until big brands organize around customers (segments) vs their products they can’t coordinate internally. #CMWorld

@jgliener

 

I’ve been dying to get the content mktg world’s opinion: what do you think of @girlsHBO portrayal of the #advertorial world? #cmworld

@eccushing

 

A3 #smallbiz has the great benefit of desperation…they are willing to try something in order to survive. #cmworld

@tracibrowne

 

#smb are also faster moving! Say goodbye to the 100x meetings you often face with big brands deciding on comma usage…HA! #cmworld

@King_Content

 

@CMIContent keeping it personal! Something that #smallbiz get right and big companies can learn to do better! #personalization #CMWorld

@intouchcrm

 

Generally speaking #smb are more agile, personable and understand their customer (rather than their segment) Take note #bigbiz #cmworld

@King_Content

 

#smallbiz are also good at owning a #contentmarketing niche. Big brands often try to be too many things to too many people. #cmworld

@King_Content

 

A3 Big brands can learn from small brands who use collaboration not because its scary, but because it works and it scales #cmworld

@NickKellet

 

@tracibrowne I couldn’t have said it better myself! #cmworld

@devonna_j

 

@angusmacaulay YES! A content chief that can integrate #contentmarketing efforts is essential. Organization and collaboration. #CMWorld

@Erin_E_Palmer

 

@intouchcrm Absolutely! #CMWorld

@CMIContent

 

@King_Content What kind of comma…serial? :)#CMWorld

@mikemyers614

 

Even though brands do a lot of mass market, this where specific buyer personas can really can help with #content #strategy #cmworld

@SusynEliseDuris

 

@eccushing @girlsHBO loved the different attitudes various characters had to it. Some grew to accept new reality, Hannah struggled. #CMWorld

@aarongottlieb

 

A3: being human! Not hiding behind a brand. Humanizing the experience can lead to better customer service. @CMIContent #cmworld

@weareboogie

 

@devonna_j small businesses have the advantage of being forced to be creative not just buy creative #cmworld

@tracibrowne

 

@NickKellet Exactly, both #EnterpriseCollaboration and #SocialCollaboration #cmworld

@devonna_j

 

Big businesses can still communicate on a personal level. Just need to empower their customers to do the talking. #CMworld

@JakeDParent

 

A3: Small guys have to get creative and collaborative because they don’t have national / global budgets. #cmworld

@NickKellet

 

Q4: Conversely, what are some lessons big brands can teach #smallbiz, despite budget variances? #CMWorld

 

Target should have been more personal and connected with customers affected by the data breach! #cmworld

@Homescout

 

@CMIContent @King_Content big brands often have legal teams who are extremeley cautious about perceived liability, thus templates #CMworld

@SFerika

 

Allocating appropriate resources! #contentmarketing often becomes overwhelming for #smb who fail to resource. #cmworld

@King_Content

 

Disagree> @tracibrowne #SmBiz needs to brand itself to appear larger than they are! #cmworld

@heidicohen

 

 

 

Lots of silos in big co’s MT @King_Content: Making sure mktg objectives match w sales objectives is another concern for big biz. #CMWorld

@SusynEliseDuris

 

A3: Learning how to give a little info away for free to get a long-term quality customer. #cmworld

@MichaelMooneyy

 

A4: Sm. mistakes can go viral quickly and become big mistakes. #CMWorld

@SueBrady

 

A4 Quality matters. Even if you have a small budget you shouldn’t sacrifice on quality #cmworld

@tracibrowne

 

@tracibrowne That is a great point! We said something similar in our @KevinSpacey @Slideshare: http://www.slideshare.net/CMI/kevin-spacey-content-marketing (Slide 6) #CMWorld

@CMIContent

 

A3: SMB marketers have more touch points, fewer hurdles. They know their customers better bc they have biz-related interactions. #CMWorld

@EOComm

 

A4: Your audience is everything. Know them. Speak TO them, not AT them #CMWorld

@Erin_E_Palmer

 

Marketing folks blame executives a lot for not “buying in.” But it’s their job to be skeptical. Yours is to convince them. #CMworld

@JakeDParent

 

@SFerika We’re intimately aware of the clash that come between #contentmarketing and legal! It hinders agility #cmworld

@King_Content

 

@CMIContent a4: good content, ideas & hard work will always find a place. #cmworld

@aarongottlieb

 

@CMIContent big brands can teach #smallbiz how to be creative with content. They usually have more collabs/ideas. #CMWorld

@weareboogie

 

A4: Big brands win by being consistent – keeping going with one simple message. Marathon not sprint thinking. #cmworld

@weareboogie

 

A4. Dare to be bold. #smallbiz are often reluctant to relinquish the opportunity for a direct sale from their ‘content’ #CMWorld

@greedypeach

 

@Erin_E_Palmer all I could think was “gimme that snack room and all of her boss’s wardrobe” #perks #CMWorld

@eccushing

 

@heidicohen @tracibrowne Ooh, let’s discuss. #CMWorld

@CMIContent

 

With large companies it’s not about scale as much as about the #s & profit margins @NickKellet @JoePulizzi #cmworld

@heidicohen

 

A4 – Brands are forced to be consistent from internal pressures. That’s something smaller biz needs to adopt #cmworld

@Ebyline

 

Big brands can teach #smallbiz that simplicity is key, uniform design is highly favored #cmworld

@beautdirtyrich

 

A4: Etiquette. Do NOT fight with your customers! #cmworld

@MichaelMooneyy

 

A4: Big brand #contentmarketing strategies are often better refined before going to market (because they have to be). #CMWorld

@mikemyers614

 

Big brands create nice identities by pushing out uniform content and design #cmworld

@Homescout

 

A4: Big brands have the budget to try crazy stuff & fail. SMBs can learn from failures and pick up best practices #cmworld

@ScottLum

 

.@jgliener Yes, audience development! And that’s the beauty of digital content—you don’t have to paint with a giant brush. #CMWorld

@tsledzik

 

@aarongottlieb @girlsHBO my favorite part was they were all “real writers” – my mom still asks when I’ll write a novel #cmworld

@eccushing

 

Taking the risk to be innovative with their #contentmarketing Big brands can often afford to be a little braver #cmworld

@King_Content

 

Not sure what you disagree with? @CMIContent @heidicohen #cmworld

@tracibrowne

 

A4: SMB can learn that sometimes it’s good to have a process, not always take the risk & toe the line. Don’t just fly off the cuff #CMWorld

@lttlewys

 

A4 All businesses need to make room for innovation (70/20/10 principle where 10% of content is “risky”). #CMWorld

@webber_karen

 

@heidicohen @tracibrowne me too. Being small is an asset, not a liability. #CMWorld

@JakeDParent

 

I don’t want to say $$ but as the battle for consumer attention continues, paid media is becoming critical to content amplification #cmworld

@King_Content

 

@tsledzik Welcome, Todd! #CMWorld

@CMIContent

 

@CMIContent A4: huge budgets do prove useful now and then. #CMWorld

@TCoughlin

 

A4: Sometimes the creative carries the message. We all have stuff to sell, sure. But big brands understand how to “stick” better. #CMWorld

@Bonini84

 

@EOComm SMBs can be very lazy + feel they have to mean everything to everyone. They don’t take extra steps to pinpt/focus on niche. #cmworld

@SusynEliseDuris

 

Actually #SmBiz don’t have the structure & silos that cause content to sound like a machine not a human @CMIContent @King_Content #CMWorld

@heidicohen

 

@eccushing HAHAHA! Right? Where is my night at a luxury hotel? #CMWorld

@Erin_E_Palmer

 

 

 

@ScottLum Do you think big brands have the flexibility to try crazy stuff as much as small biz? #CMWorld

@CMIContent

 

A4: How to track ROI and strategic pivoting. #cmworld

@MichaelMooneyy

 

@Erin_E_Palmer Totally agree. Engage with them! #cmworld

@Homescout

 

@TCoughlin They do indeed! #CMWorld

@CMIContent

 

@lttlewys So true. Have a goal. #cmworld

@MichaelMooneyy

 

@JakeDParent Couldn’t agree more! It’s a process and mind set shift and can’t be forced overnight. #cmworld

@King_Content

 

@kenericson Hi Ken! Great to see you! #CMWorld

@CMIContent

 

1 and 0 @heidicohen @JoePulizzi Big is just more zeros. Customers just more 1’s #cmworld

@NickKellet

 

@King_Content yes. Bigger brands have the risk and freedom to be more creative! #cmworld

@weareboogie

 

In my market I see big brands throwing away lots of money on efforts that are not even properly measured afterwards. #cmworld

@pollomaldonado

 

I think big brands have even more flexibility sometimes to try crazy stuff since they have resources @CMIContent @ScottLum #CMWorld

@Brewbom

 

A4: Not all teams in big brands have big budgets – we often need to push costs low which SMBs can learn from #cmworld

@ScottLum

 

A4 Regardless of business size, content quality matters BUT you still need quantity @CMIContent @tracibrowne #cmworld

@heidicohen

 

@MichaelMooneyy Translates to every customer is important – small biz knows this. #CMWorld

@EOComm

 

@SusynEliseDuris I agree that I see more niche targeting with larger brands…smaller is too afraid to miss someone #cmworld

@tracibrowne

 

A4: it’s o.k. to plan content! There’s a fine line between #smb agility & just a disorganised scatter gun approach to content #cmworld

@KDADouglas

 

@tracibrowne Not only that, they’re forced to used non-traditional mediums in the name of cost-consciousness #CMWorld

@devonna_j

 

@beautdirtyrich big brands practice simplicity? Can you explain more? Agree on uniformity though for sure! #CMWorld

@JakeDParent

 

Q5: Should big brands have a dedicated #contentmarketing team in-house? How should teams organize around content? #CMWorld

 

@eccushing @girlsHBO On my list of shows to watch. But usually chuckle at those portrayals. #CMWorld

@cmcphillips

 

.@CMIContent Thanks, and I trust some of these fine folks will jump on #ContentTECH as well. (http://bitly.com/ContentTECH ) #cmworld

@tsledzik

 

A4: Big brands do seem to measure better, too. #CMWorld

@mikemyers614

 

@Erin_E_Palmer yes! I want my incidentals! #cmworld

@eccushing

 

@tracibrowne Yep. The “fear factor” sets in and SMBs take their eye off the ball. #CMWorld

@SusynEliseDuris

 

a4 Clarification: Strong content still REQUIRES good distribution #cmworld cc @aarongottlieb @CMIContent

@heidicohen

 

A5: There should def be dedicated content marketing people, doesn’t always have to be in-house #CMWorld

@lttlewys

 

The crazy ones! @Brewbom @CMIContent @ScottLum I think big brands have even more flexibility sometimes to try crazy stuff #CMWorld

@NickKellet

 

A5 I think if big brands are giving voice across organization then they need a good editor/publisher to make sense of it all #cmworld

@tracibrowne

 

A5: YES #contentmarketing is a domain where big brands can dominate. @CMIContent #CMWorld

@Brewbom

 

@Brewbom @ScottLum Wondering if approval process stifles some of the crazy” – where SMB doesn’t have that as much. (And hi Andy!) #CMWorld

@CMIContent

 

@SusynEliseDuris I admit to having been cursed with that when just starting…but once you focus you tend to do better #cmworld

@tracibrowne

 

A5: Brands should have dedicated individuals to lead, but leverage an agency for expertise and to scale development #cmworld

@angusmacaulay

 

A5) @CMIContent Big brands should def have in-house #ContentMarketing teams, perhaps organized around customer niches #cmworld

@devonna_j

 

Again it’s important not to think of #contentmarketing as an additional tactic that needs a stand alone team #cmworld

@King_Content

 

A5: Big brands should scale content both in house AND out house – The genius of the AND! #cmworld

@NickKellet

 

Content marketing is most effective when it’s integrated with existing #marketing and #socialmedia efforts #cmworld

@King_Content

 

@CMIContent #smallbiz have smaller budgets and man power to devote to their marketing plans, risks are bigger #cmworld

@beautdirtyrich

 

A5 Doesn’t have to be a team (as outsourcing is a good option) but need a visionary coordinator to drive strategy. #CMWorld

@webber_karen

 

A5: Big brands only need to have a #contentmarketing team in-house if they want it to work. #CMWorld

@mikemyers614

 

@EOComm I’m talk about social flops like Amy’s Baking Company. #cmworld

@MichaelMooneyy

 

Big brands have the big bucks to hire agencies to partner with. Collabs lead to great ideas. #cmworld

@weareboogie

 

A5 – Big brands need to own their voice, but that doesn’t mean they don’t need outside help. #cmworld

@Ebyline

 

A dedicated in-house #contentmarketing is obv the dream for many marketers, but it’s not necessary for content success #cmworld

@King_Content

 

@CMIContent Yes and No > SMBs sometimes are more agile and creative but big brands have resources to try stuff #cmworld

@ScottLum

 

@tracibrowne @SusynEliseDuris every smb I’ve ever worked with has had that same problem. It seems natural. Lol #CMWorld

@JakeDParent

 

@CMIContent A5: you can organize all sorts of ways and be successful…the money word is “dedicated”. #CMWorld

@TCoughlin

 

@CMIContent Team or writers? Team 2 assist w/strategy, implementation & tracking-yes, we know our KPIs. Writers can be outside. #CMWorld

@GillianLuce

 

 

We like this! MT @MUmar_Khan: A2: Choose a person who encourages the experiments #cmworld

@tysonfb9

 

Whether in-house or not- you need a clearly communicated and well thought out #contentstrategy #cmworld

@King_Content

 

@tracibrowne @CMIContent Don’t assume that #smbiz = desperate. Sm biz should leverage branding to appear larger than they are. #cmworld

@heidicohen

 

@Brewbom Heya Andy!! Great to see ya!! #CMWorld

@lttlewys

 

@CMIContent A5: They don’t need in-house team for that instead they should focus and invest on the quality of content.. #CMWorld

@MUmar_Khan

 

@CMIContent Big brands often need home runs to make an effort worthwhile and miss small opportunities #cmworld

@ScottLum

 

A5) Big brands should collaborate with in-house subject matter experts to assure correct info is being published, too #cmworld

@devonna_j

 

@NickKellet I couldn’t agree more! Tap in-house employees for the subject matter knowledge, and agencies for their talents #CMworld

@SFerika

 

A5 I think it is paramount big brands have content marketing team – they might even consider it outside of mktg function. #cmworld

@SusynEliseDuris

 

@eccushing ME too! Let me know if you ever get them. 🙂 #CMWorld

@Erin_E_Palmer

 

@TCoughlin I can’t favourite this enough!! #cmworld

@King_Content

 

Doesn’t always have to an in-house team. At our agency we create creative ideas for our partners. #cmworld @CMIContent #boogiesocial

@weareboogie

 

@TCoughlin Yes – starting with that documented content marketing strategy! #CMWorld

@CMIContent

 

A5: I work as part of an in-house team and do freelance work. Either can be successful with the right #leadership. #CMWorld.

@Erin_E_Palmer

 

A5: Leverage internal people for product/category expertise. leverage outside resources for content, platform etc. best practices #cmworld

@angusmacaulay

 

Big brands need to stay true to their voice so whatever it takes to have a consistent personality #cmworld

@Homescout

 

You have to ask whether your current resources could handle #contentstrategy creation, editing, SEO, amplification and data #cmworld

@King_Content

 

@weareboogie Great point! #CMWorld

@CMIContent

 

@CMIContent Preach on! #CMWorld

@TCoughlin

 

@ScottLum HI Scott! Totally agree, big brands often miss small or even local opportunities #CMWorld

@lttlewys

 

A5: Ideally, yes. Content has to serve a purpose. If you dilute the message with PR or sales agendas you’ll miss the mark. #cmworld

@MichaelMooneyy

 

All parts of #marketing need to have a seat at the #contentmarketing table. Regular WIPS & comms are essential to success #cmworld

@King_Content

 

A5. A #content team should integrate the efforts of #social, #DM, #CRM etc. A publisher to create & curate is at least essential #CMWorld

@greedypeach

 

A5: As content straddles so many departments rather than a formal team a task force with individuals from various dpts works well #CMWorld

@KDADouglas

 

A5 very important to have an in-house head of content acting as Editor-in-Chief #CMworld

@SFerika

 

@tracibrowne Yep start small and build. But many SMBs like to do in reverse. Takes investment in time. No magic pill. #CMWorld

@SusynEliseDuris

 

Yes! MT @MichaelMooneyy: Content has to serve a purpose. If you dilute the message with PR or sales agendas you’ll miss the mark. #cmworld

@kenericson

 

A5 @CMIContent Yes – absolutely have people dedicated & focused on it. And without question, have a documented strategy in place. #cmworld

@moveo

 

@King_Content That sounds like one of those unicorn-seeking #contentmarketing job descriptions you see too often! 😉 #CMworld

@SFerika

 

Content Marketing is a new way of life. Brands big and small simply need to keep experimenting. Nothing is a cert. #cmworld

@NickKellet

 

Big brand not = big budget. Companies need to think about #content holistically across their organization @ScottLum #cmworld

@heidicohen

 

@SusynEliseDuris not to mention takes a huge sense of adventure as well 😉 #cmworld

@tracibrowne

 

Q6: How can big brands use social media effectively to help with content marketing goals? #CMWorld

 

@tracibrowne Ha Ha! True. 🙂 #CMWorld

@SusynEliseDuris

 

The best big brands are figuring out marketing is no longer TV/online/etc. It’s all just marketing now… #CMworld

@JakeDParent

 

@SFerika Agreed. Consistency is soo important. #cmworld

@MichaelMooneyy

 

@heidicohen Yes, the ability to allocate resources for risk & innovation can definitely pay off for larger brands #cmworld

@King_Content

 

Large biz should think of all content across the biz holistically. This means a Chief Content Officer. It save $$@SusynEliseDuris #cmworld

@heidicohen

 

How you mix & manage your Paid, Owned Earned & Shared Media is what will determine your scale. The new marketing mix #cmworld

@NickKellet

 

A6: Social media integration needs to be part of the content strategy, not a forced afterthought. #CMWorld

@Erin_E_Palmer

 

A5: No matter what type of team (in-house or agency) they need to be consistent, creative, and establish a culture for the brand. #cmworld

@weareboogie

 

A5. Ideas & writers can come from any department (or external affiliates); key is to have qualified/dedicated sourcers & editors. #cmworld

@jgombita

 

I don’t think big brands have to have CM agencies. Agencies, in-house, consultants. Depends on priorities, corp culture. #cmworld

@SusynEliseDuris

 

@SFerika Ahh the magical #contentmarketing unicorn…I’m living the dream as one! #CMWorld

@King_Content

 

@lttlewys Think strategically, act locally! #cmworld

@ScottLum

 

A6: By building content for specific distribution channels. Find the topic/hook via social, distribute via social. #cmworld

@MichaelMooneyy

 

I don’t see desperation as bad thing…it’s what drives creativity often…a small biz bad month is very different than big @heidicohen #cmworld

@tracibrowne

 

Big brands can use social media to reach out to individuals and deal with customer issues #CMWorld

@beautdirtyrich

 

A6: Big brands using social media creates a personal conversation they normally couldn’t have #cmworld

@Ebyline

 

@CMIContent A6: they already have huge following and influencers in their banks, they just need to be responsive on social media. #CMWorld

@MUmar_Khan

 

@CMIContent A6: find audience; reduce barriers to sharing; amplify reach; thank and reach back out to advocates. #CMWorld

@TCoughlin

 

A5: Given the nature of the platforms consumers use most, it’s out of necessity that big brands have dedicated content personnel. #CMWorld

@Bonini84

 

A6: @CMIContent speak to their audience, connect, and share information. #socialmedia is effective if you use it affectively #CMWorld

@weareboogie

 

A6 do more listening and less advertising #cmworld

@tracibrowne

 

Love ya’ll, but can we cut back on the buzzwords everyone? Just say what you mean! 🙂 #CMworld

@JakeDParent

 

A6) Big brands can use #SocialMedia to ID and nurture social ambassadors. They do lots of leg work & community building #cmworld

@devonna_j

 

Facebook is a great way to add a visual to your content and great for connecting more personally #cmworld

@Homescout

 

A6: #socialmedia and #contentmarketing have to work so closely together [insert @jaybaer quote about fire and gasoline here] 🙂 #CMWorld

@mikemyers614

 

We live in a world where winners multiply. Addition is not enough. Your content needs domino effects #cmworld

@NickKellet

 

Use social media as an #ownedmedia channel for content #amplification. Push your content through social to reach your audience. #CMWorld

@King_Content

 

A6 @CMIContent Circulate content to strategic targets. Then repeat! #cmworld #socialmedia

@moveo

 

A6 and by listening I don’t mean customer service calls…I mean what are people talking about. Create content that resonates #cmworld

@tracibrowne

 

@tracibrowne @heidicohen desperation? What did I miss? #cmworld

@SusynEliseDuris

 

Social media allows a quick connection because people are always connected to technologies #cmworld

@beautdirtyrich

 

@CMIContent A6 social channels are great for sharing content and getting feedback on it–or even getting the initial idea #CMworld

@SFerika

 

@NickKellet @heidicohen @ScottLum so true #cmworld

@filemobile

 

#socialmedia is critical for building and engaging your audience. While you deliver ongoing brand value through content marketing #cmworld

@King_Content

 

A6: I don’t look at social marketing and content marketing as two different things anymore – they feed each other #cmworld

@ScottLum

 

Creating ‘made for social’ content is critical for #contentmarketing success. Newsflash no-one reads 200 word FB statuses #cmworld

@King_Content

 

A6 @CMIContent Social media allows people to connect. Find an audience and build relationships. #cmworld

@weareboogie

 

@JakeDParent I dislike the use of “Love ya’ll, but…” How’s that 😉 #CMWorld

@TCoughlin

 

A6: They can also get targeted content ideas from social feedback #cmworld

@Ebyline

 

 

 

@SusynEliseDuris I said desperation drives small business to be creative…they can’t just pay someone else to do everything #cmworld

@tracibrowne

 

A6 Social media needs to be ingrained in the distribution network. Content is the food, social media is the delivery person. #CMworld

@EM_marketing

 

Beyond just pushing content- #socialmedia listening is a great way to learn about the consumption behaviours of your audience #cmworld

@King_Content

 

@heidicohen @SFerika is that different/same as a “community manager?” #CMWorld

@JakeDParent

 

@SFerika We agree – @michelelinn and I use it for ideas all the time. #CMWorld

@cmcphillips

 

A6 Use multiplication and not addition and definitely not division. #cmworld

@NickKellet

 

#1 tip for big brands on #socialmedia: Get over yourself! Brands that forget their precious brand image are always more successful #cmworld

@King_Content

 

Q7: What would you say to a big brand waiting for that next big #newsjacking opportunity? How do you become an @oreo or @arbys? #CMWorld

 

.@ScottLum very true, you can’t have one without the other #CMWorld

@KDADouglas

 

@CMIContent A4-Just duplicating your outer world Ad concepts on #socialmedia will not work. Cater to the platform & audience #CMWorld

@singh_pranab

 

Twitter is great as you can include handles and tailor your message to individuals #cmworld

@Homescout

 

@Homescout Absolutely! We use it in this manner all the time. #CMWorld

@CMIContent

 

@Erin_E_Palmer @GillianLuce Exactly! successful #contentmarketing requires a combination of a lot of skills working in unison. #cmworld

@King_Content

 

Also, social media generates fast content. It’s 2014, everyone is focusing on photos, 6 sec videos, & 140 characters. #CMWorld

@weareboogie

 

A7 Send your team to improve classes….teaches them to think quickly on their feet. #cmworld

@tracibrowne

 

Great point! MT @King_Content #socialmedia listening is a great way to learn about the consumption behaviours of your audience #cmworld

@mikemyers614

 

@CMIContent I would say stop trying to hijack something else, and focus on creating something useful. #CMWorld

@TCoughlin

 

A6: Spreadability – let your ideas free and give them wings #cmworld

@NickKellet

 

@heidicohen @King_Content Agreed, our clients are seeing benefit to this when it comes to piloting our #B2Bsocial technology. #CMWorld

@orlandotirado

 

@tracibrowne Where do you start looking for classes? Local? Online? #CMWorld

@CMIContent

 

@TCoughlin trying to be constructive. its a waste of time for everyone to sit on these things & repeat the same unspecific jargon. #cmworld

@JakeDParent

 

A7: Build a compelling and engaging channel first. If you wait for the big “event” no one will know how to take it. #cmworld

@MichaelMooneyy

 

A7 The bigger question though is what’s the benefit for being the next Oreo tweet? Why do you want that? #cmworld

@tracibrowne

 

Chief Content Officer is senior exec who head of all content within company. This is NOT community manager @JakeDParent @SFerika #CMWorld

@heidicohen

 

@CMIContent A5-big brands should have a dedicated team, but if u can get better work done outside, do it! Go where the talent is #CMWorld

@singh_pranab

 

A7) @CMIContent Don’t try so hard! Your audience is filled w/ people just like YOU. Just stay in tune & let it come #cmworld

@devonna_j

 

A7. You need to be organized around capturing trending news. @Oreo’s famous tweet was smart, but they had a team in place #cmworld

@michelelinn

 

A7: You can’t force buzz. But if you’re smart you’ll see an oppy and go for it. #CMWorld

@SueBrady

 

@ScottLum failing can work if it become a conversation – the flipside of failure #cmworld

@NickKellet

 

@Bonini84 perfect mix would be in house along w guid from agency. Big biz reqs style guides + agencies won’t know a lot of that #cmworld

@SusynEliseDuris

 

A7: I would say stop waiting for the perfect opportunity and get back to work building your brand. #CMWorld

@mikemyers614

 

@scottlum re: A6) since social and content marketing are so tightly related, are they typically done by the same person these days? #cmworld

@craigthusiast

 

A7: STOP TRYING TO FORCE IT! Hire smart people that know when to take an opportunity and when it’s OK to not jump on the bandwagon #CMWorld

@Erin_E_Palmer

 

@CMIContent Think outside the box. Think of an idea that will spark conversations, create memories, and be relevant! #CMworld

@weareboogie

 

Newsjacking works! @TCoughlin @CMIContent Stop trying to hijack something else, and focus on creating something useful. #CMWorld

@NickKellet

 

@heidicohen @JakeDParent I’m not sure all co’s are ready for a CCO, but they definitely need a senior marketer overseeing content #CMworld

@SFerika

 

@heidicohen @SFerika so does such a person sign off on every piece of content or just set a basic strategy? #CMWorld

@JakeDParent

 

@ScottLum Yes! It’s like beer and tacos. Why choose one when you can get more with both 🙂 #CMWorld

@KyleAkerman

 

@tracibrowne I bet I would learn a lot at an improv class. Can you imagine the @cmicontent team doing this, @cmcphillips? Fun! #cmworld

@michelelinn

 

A7: Our theory > Focus on your fundamentals and get it right. Then have someone run around trying to catch lightening in a bottle #cmworld

@ScottLum

 

@michelelinn agree! You can’t create a “moment” but can put in place the mechanism to maximize when it happens. #cmworld

@kenericson

 

#newsjacking is a gr8 way to score engagement points but you need a #contentstrategy to back it up… #cmworld

@King_Content

 

@Erin_E_Palmer Yes – I love the articles that show companies that tried too hard. #CMWorld

@cmcphillips

 

To score like @oreos and @arbys you need a seriously agile and skilled #socialmedia team. No bureaucracy- and tons of creativity #cmworld

@King_Content

 

@NickKellet @CMIContent It also fails more often than not…miserably. #CMWorld

@TCoughlin

 

@ScottLum Nicely stated #cmworld

@devonna_j

 

#newsjacking can also be risky. If you’re too bland, too outlandish or just trying too hard people notice. #cmworld

@King_Content

 

@JakeDParent @heidicohen when I headed content in-house it was a combo of both; set strategy and reviewed all significant content #CMworld

@SFerika

 

Real-time #marketing & #newsjacking is all about relevancy. If you’re not capable of being both relevant & awesome, I’d avoid it #cmworld

@King_Content

 

Hire an agency like, @weareboogie to develop unique ideas! #CMworld 🙂

@weareboogie

 

A7. Stop trying so hard to BE engaging, & GET engaged. The quicker you consume what’s around you, the faster you’ll be on your feet #CMWorld

@greedypeach

 

#cmworld A7) refine your daily content, process & conversation otherwise when needed you wont be ready #RamonWOW

@Ramon_DeLeon

 

@michelelinn @tracibrowne @cmicontent I took an improv class before! It was really fun. #CMWorld

@cmcphillips

 

Personally, I hate this new trend of brands dumbing themselves down through fake “mistakes” on social. It cheapens them. #CMWorld

@Erin_E_Palmer

 

Some thoughts on #socialmedia and real-time marketing here: http://bit.ly/1cflXPt #cmworld

@King_Content

 

@greedypeach Excellent point! #cmworld

@devonna_j

 

@heidicohen That’s where “paid x earned x owned x shared” works. The mix is the magic. Zeros stop you in your tracks #cmworld

@NickKellet

 

A6 @CMIContent : be authentic and tell the story as it is.. no fluff #CMWorld

@24Notion

 

A7: It has to be built into your culture/voice. Otherwise, you’ll get a brief bump in attention and fall back into mediocrity. #cmworld

@MichaelMooneyy

 

A7: Don’t spend a large amount of time and effort trying to get the next big viral hit – Nail the fundamentals #cmworld

@ScottLum

 

 

 

@CMIContent @Oreo @Arbys A7-Why wait for the news to happen? You’re a big brand, create news. Be the source! Be creative! #CMWorld

@singh_pranab

 

@CMWorld I would just Google local improv classes…every big enough town probably has something #cmworld

@tracibrowne

 

@ToddWheatland shared some gr8 thoughts on organisational efficiency & #contentmarketing in our latest vid http://bit.ly/1o3tFSe #cmworld

@King_Content

 

CCO needs to set strategy across the biz & create on-going editorial calendar. @JakeDParent @SFerika #CMWorld

@heidicohen

 

@King_Content @OREOS @Arbys And perfect timing. And good fortune. #CMWorld

@mikemyers614

 

MT @greedypeach: A7. Stop trying so hard to BE engaging, & GET engaged. #CMWorld

@CMIContent

 

@cmcphillips They are so cringe-inducing, right? Like when I worked in a jewelry store in college & had to hear adults say “bling” #CMWorld

@Erin_E_Palmer

 

@cmcphillips @michelelinn @tracibrowne @cmicontent back to the improv disc? Ha! Love it!! #cmworld

@SusynEliseDuris

 

@Erin_E_Palmer Agreed. It’s a bad trend to pretend to make mistakes in social to garner attention. It erodes brand trust. #CMworld

@SFerika

 

@KyleAkerman Someone should just make beer tacos. #cmworld

@ScottLum

 

.A7 don’t focus so hard on the big win, put in the work b4 & b social @oreo big wins are the iceberg of their social involvement #CMWorld

@KDADouglas

 

Q8: Do you see native advertising as a big opportunity for big brands? Has anyone started this successfully? #CMWorld

 

A7 #cmworld You cannot force it, as this year’s #Superbowl proved. @CMIContent

@moveo

 

Just discovered #cmworld Comparing #Contentmarketing and #traditionaladvertising is a useful exercise for #futureadvertisers

@melholohan

 

@tracibrowne People can pay for ads & sales don’t rise. Free media and flat sales is still better #cmworld media is mindshare

@NickKellet

 

@tracibrowne So other marketers will talk about you 🙂 #CMWorld

@KyleAkerman

 

Proof that viral real-time marketing is so hard – 1-yr later and we’re still talking about Oreos! #cmworld

@ScottLum

 

@CMIContent A8: more of a big opp for publishers than brands. A big loser for consumers, based on my own experience to date. #CMWorld

@TCoughlin

 

@KyleAkerman You don’t believe all you hear do you? #cmworld Beware this could contain marketing messaging!

@NickKellet

 

@KyleAkerman @NickKellet “I was told there would be no math today”. Love it!! #cmworld

@SusynEliseDuris

 

A8: Like all ads, they will get great results that continue to diminish until they are avoided like a 3rd grader with lice. #cmworld

@MichaelMooneyy

 

@MichaelMooneyy Great (and itchy) analogy! #CMWorld

@CMIContent

 

There are more customers than marketing dollars. So put them to work #cmworld

@NickKellet

 

A8: personal opinion: Native advert. is going to be big for awhile…as long as the ads are related to the content. #CMWorld

@SueBrady

 

@TCoughlin Can you share more about why native advertising is a big loser for consumers? Everyone trying to make sense of this #cmworld

@michelelinn

 

A8 I think the one to benefit the most is the publication…the least…the publication subscriber #cmworld

@tracibrowne

 

+bazillion! MT @TCoughlin A8: More of a big opp for publishers than brands. Big loser for consumers, based on my own experience. #CMWorld

@jgombita

 

Differentiation up next @SusynEliseDuris @KyleAkerman @KyleAkerman @NickKellet “I was told there would be no math today”. Love it!! #cmworld

@NickKellet

 

Oreo example was awesome for awareness but most of us should be focusing on providing long term value to our audience #cmworld

@ScottLum

 

Big thank you to the #CMWorld chat! Gotta hop! Hope to see you next week.

@heidicohen

 

To me the real gold is content created in partnership with the audience. Makes them part of the team! #CMworld

@JakeDParent

 

@CMIContent A7:Make content cohesive, tease in your outer world ads, create buzz & drive traffic to your #socialmedia & vice versa #CMWorld

@singh_pranab

 

@Erin_E_Palmer other than @jcpenney “mitten tweets”, there have been other deliberate mistake tweets? Bleagh #cmworld

@eccushing

 

@heidicohen Thanks Heidi! Have a good week! #CMWorld

@CMIContent

 

Native is exploding atm. Just look @Forbes and @nytimes! (Good piece on @Forbes native approach http://onforb.es/1eU2ruS ) #cmworld

@King_Content

 

A8 I still just don’t get native advertising/advertorials…used to be able to just pitch a story if it were good enough #cmworld

@tracibrowne

 

@CMIContent A6: Make content cohesive, tease in your outer world ads, create buzz & drive traffic to your #socialmedia & vice versa #CMWorld

@singh_pranab

 

@MXPI Yes, I love events as a key component to your content marketing mix – build deeper f2f relationships #cmworld

@ScottLum

 

A8: I think they are a step in the right direction. I’d love to see the next iteration of this concept with a more organic feel. #cmworld

@MichaelMooneyy

 

@CMIContent @heidicohen @tracibrowne A lot of SMBs (not all) get anxious, want to start big, but need to start small + grow #cmworld

@SusynEliseDuris

 

@ScottLum @KyleAkerman did you hear about the waffle taco that taco bell just announced???? #CMWorld

@JakeDParent

 

@tracibrowne @cmworld I think we need an improv jam at the next #CMWorld.

@KyleAkerman

 

Don’t forget about the power of lurkers. Your content is being absorbed (the good stuff anyway) #cmworld

@NickKellet

 

@CMIContent A8: Yes, the @TheAtlantic people did it successfully currently. #CMWorld

@MUmar_Khan

 

@Erin_E_Palmer @cmcphillips omg my dad doing the running man. #CMWorld

@JakeDParent

 

@ScottLum I’m calling the product development team right now! #CMWorld

@KyleAkerman

 

@KyleAkerman #LurkersNeedLoveToo haha #cmworld

@devonna_j

 

Hi #CMWorld. Super late, catching up. Hope all is well!

@vegecomgirl

 

@tracibrowne tricky proposition these days – msg/content needs to be crystal clear or reads sales and readers won’t trust it. #cmworld

@SusynEliseDuris

 

A8 I wonder if we’ll no longer be able to pitch good stories…pubs will have too many dollar signs in their eyes and make you pay #cmworld

@tracibrowne

 

Q9: What are some tips for big brands to make sure content marketing is consistent, rather than a marketing campaign? #CMWorld

 

@CMIContent @ScottLum – do you have any examples of good #B2B campaigns? #cmworld

@diamondl23

 

A8: Fish where the fish are. Native ads allow brands to get valuable content contextually where audience lives #cmworld

@ScottLum

 

@ScottLum but I also haven’t eaten a single one in that time. #CMWorld

@JakeDParent

 

The simplest multiplier is to release your ideas in the form of slides, videos, images, lists, audio etc #reuse #shareability #cmworld

@NickKellet

 

@CMIContent A8-It is always a good opportunity until they start overdoing it & start being lazy with creativity. #CMWorld

@singh_pranab

 

@NickKellet Ahh the lurkers…if only they could understand how much I want to engage them. Maybe I could bribe them? HAHA jks #cmworld

@King_Content

 

@tracibrowne @KyleAkerman Plans are in the works for something for this group! You’ll just have to wait! #CMWorld

@CMIContent

 

For native to work successfully, you need some seriously savvy #brandjournalism Poorly disguised advertorial won’t cut it today #cmworld

@King_Content

 

You also have to think about your target audience’s watering holes. If you’re after a niche- you may not effectively reach them #cmworld

@King_Content

 

@tracibrowne @KyleAkerman @tracibrowne @cmworld Have a #cmworld open mike nite-oops, I forgot we’re talking abt this grp – uh, within reason

@SusynEliseDuris

 

@tracibrowne Yes, “Oh, you have a story idea, please talk to our native dept., they can help you.” #CMWorld

@mikemyers614

 

@NickKellet I just believe everything I hear from YOU 🙂 #CMWorld

@KyleAkerman

 

A8: If done right, Native Advertising could be better than banner ads – contextual and valuable. #cmworld

@ScottLum

 

A8 : native ads can still be quality content & add value Dell & NYtimes was a good example of this @TCoughlin @michelelinn #CMWorld

@KDADouglas

 

@CMIContent A9: ask a few honest outsiders to read the content, and ask “If you got this, would you give a sh**?” #CMWorld

@TCoughlin

 

A9: Align your social voice with your companies ‘why’ (underlying cause). Campaigns come and go. #cmworld

@MichaelMooneyy

 

@CMIContent A9 commit to content marketing — in your budget, your marketing dashboard, and your org structure #CMWorld

@SFerika

 

This is our bug bear! #contentmarketing is a process, not a project! 10 blogs won’t cut it! #cmworld

@King_Content

 

@CMIContent big brands should keep a consistent image or promote a certain lifestyle connected to that brand. #CMWorld

@weareboogie

 

@King_Content @NickKellet bribery is an acceptable form of marketing in my opinion! #CMWorld

@JakeDParent

 

A9 – that’s where a content style guide IS A MUST. #cmworld

@SusynEliseDuris

 

@diamondl23 I don’t look at content marketing as a campaign – it’s building relationships w/your audience long term #cmworld

@ScottLum

 

Content marketing success occurs when the silos between marketing #socialmedia and #sales are broken down & it’s embraced #cmworld

@King_Content

 

@ScottLum I recently wrote a post title: Are Native Ads the New Online Banner? http://wp.me/p3Vqlv-1L #CMWorld

@SueBrady

 

We actually asked @joepulizzi this last week! Here’s what he had to say http://bit.ly/1jIYc75 #cmworld

@King_Content

 

@CMIContent A9: Create separate mission statements and values for your advertising department. Make content a part of their DNA. #CMWorld

@singh_pranab

 

@King_Content Don’t bribe lurkers – just entice them so much that the have to de-cloak! #cmworld

@NickKellet

 

@Homescout Thanks for joining us today! #CMWorld

@CMIContent

 

@TCoughlin That makes sense. I don’t typically share sponsored content — but I’m not opposed to doing so if truly useful #cmworld

@michelelinn

 

@CMIContent Documented content strategy in place before any production starts. Let it be your roadmap, and never veer off path. A9 #cmworld

@moveo

 

A9: Nothing beats support from on high. #CMWorld

@mikemyers614

 

Important to not let #contentmarketing consistency override quality control. Commit to a publishing schedule that delivers value #cmworld

@King_Content

 

Enter and win! @JakeDParent @King_Content @King_Content @NickKellet bribery is an acceptable form of marketing in my opinion! #CMWorld

@NickKellet

 

A9. Think of content marketing as your novel/anthology. #CMWorld

@vegecomgirl

 

While you should integrate #marketing campaigns into a content calendar. Your #contentstrategy needs long term stand-alone goals. #cmworld

@King_Content

 

A9. Determine your theme(s), set a tone, create a common thread across all to tell your brand story #cmworld

@vegecomgirl

 

We like seeing #cmworld trending!

@KompasStrategy

 

@diamondl23 But if we’re right about B2B being P2P then we need to add value to our audiences’ needs #cmworld

@ScottLum

 

A9 Can most marketers and agencies do much other than think in terms of campaigns…I’ve not met many in corporate who can #cmworld

@tracibrowne

 

A9: Campaigns change faster than customer needs. Understand the customer and consistent content becomes a much easier feat #CMWorld

@SamBrennand

 

@SusynEliseDuris I’m a big fan of content style guides– keeps internal and external resources on the same page, builds consistency #CMworld

@SFerika

 

@KompasStrategy 🙂 We do too! Thanks! #CMWorld

@CMIContent

 

It’s surprising to me that biz -big or small- don’t talk more about content style guides. Helps with consistency and staying on msg. #cmworld

@SusynEliseDuris

 

@JakeDParent @King_Content Bribery is reality. It has many names #cmworld Emotional connection will always trump short bursts of attention

@NickKellet

 

@NickKellet @SusynEliseDuris I was an engineer in a past life so I’m secretly ok with a little math 🙂 #CMWorld

@KyleAkerman

 

 

 

@moveo It’s amazing how much a documented content marketing strategy makes a difference! #cmworld

@michelelinn

 

@TCoughlin @CMIContent my wife is a favorite litmus test for content ideas. #CMWorld

@JakeDParent

 

A9: Personally, I think it should dominate your mid-funnel strategy. what better way to engage? #cmworld

@MichaelMooneyy

 

A campaign has hard metrics, a consistent message needs to advance value #cmworld

@Ebyline

 

@NickKellet *Cough* De-cloak aye? #contentmarketing lurkers beware…I’m coming to de-cloak you #cmworld

@King_Content

 

@JakeDParent @TCoughlin Same! Or my teen. Brutally honest. #CMWorld

@cmcphillips

 

Style guides are important, but they won’t turn lousy content into useful content. #CMWorld

@TCoughlin

 

#cmworld A9 set goals for the campaign/project. Include strategies, tactics, and stick to the plan.

@weareboogie

 

@MichaelMooneyy I think I agree – too much talk of top of funnel – need to have a plan for mid and even bottom funnel. #cmworld

@SusynEliseDuris

 

A9 Does content belong in marketing’s hands at all? #kickingoverahornetsnest #cmworld

@tracibrowne

 

@NickKellet Long term value is where it’s at. And keep your eyes open for the home runs. #cmworld

@ScottLum

 

Q10: Besides @cocacola @redbull etc, what are your favorite examples of big brands doing #contentmarketing well? #CMWorld

 

@SusynEliseDuris Calling SMBs lazy is harsh. Thanks to 1-1 interactions, SMBs know ACTUAL customers, not just personas. #CMWorld

@EOComm

 

@Erin_E_Palmer @mashable ew. It’s like the kids who would fall down on purpose on the playground for attention. #cmworld

@eccushing

 

@KDADouglas @michelelinn Needles in a haystack. #CMWorld

@TCoughlin

 

@CMIContent @tracibrowne Awesome! #CMWorld

@KyleAkerman

 

@TCoughlin Good point. The creative still needs to be strong, even if you’re following the rules. #CMWorld

@Erin_E_Palmer

 

Proctor and Gamble is one example of huge multi-national with serious investment in #contentmarketing http://bit.ly/1e8YVy6 #cmworld

@King_Content

 

A9: Don’t look as content marketing and community building as a year-to-year budget. Have a 5-yr strategy. #cmworld

@ScottLum

 

@tracibrowne Depends on corp climate. Part of me says yes other part says sep b/c spans entire org – but if so, beware of silo dev. #cmworld

@SusynEliseDuris

 

As far as #contentmarketing innovators looks like @econsultancy has done my work for me: http://bit.ly/1fmE9N8 #cmworld

@King_Content

 

@Chipotle is doing an awesome job with video content #cmworld

@Ebyline

 

@TCoughlin Obviously useful content is the key, but have you found that people underestimate the power of great design? #CMWorld

@SamBrennand

 

MT @junebug: MT @King_Content: Slight problem = content marketing often seen as .. tactic rather than unifying principle of digital #cmworld

@ega1

 

A10 @CMIContent @Oreo #cmworld #bigbrands

@weareboogie

 

Really enjoying #FarmedAndDangerous from @ChipotleTweets (Living under a #contentmarketing rock? > http://t.co/3yl0Di3OLx) #cmworld

@King_Content

 

Shout out to Australian brands doing #contentmarketing well @Commsec @seekjobs @realestate_au @live4au @12WBT @TourismAus #cmworld

@King_Content

 

@SamBrennand No argument here, just saying (preaching to choir) first things first. #CMWorld

@TCoughlin

 

@tracibrowne @SusynEliseDuris Most important part! Build, measure, tweak. #cmworld

@MichaelMooneyy

 

@Ebyline Agree! #CMWorld

@CMIContent

 

A9: Long term strategies are tough when marketing is so used to campaign thinking – convince the higher ups of the value #cmworld

@ScottLum

 

@EOComm I didn’t say all, but many. They either get fearful or lazy – they want to take short-cut. No shortcuts in life. #CMWorld

@SusynEliseDuris

 

@CMIContent @CocaCola @redbull A10- @Nike seem to know what they are doing. They just do it! #contentmarketing is their strenghts #CMWorld

@singh_pranab

 

@DunkinDonuts and @TacoBell seem to be doing well in the #contentmarketing department! #CMWorld

@KompasStrategy

 

A10: Not surprising, but the big marketing automation companies (i.e. Marketo) are typically amazing content marketers #CMWorld

@SamBrennand

 

 

A10 I like a lot of the brand flipboard magazines…Cisco, Levis, Land Rover etc. #cmworld

@tracibrowne

 

A10 @Loreal is also focusing on #contentmarketing http://www.cmo.com.au/article/537719/l_oreal_goes_back_future_content_marketing_agenda/ #CMworld

@SFerika

 

Have to run. It’s been lovely and enlightening as always, #CMWorld!

@Erin_E_Palmer

 

A10: AMEX Open Forum, Marketo, HubSpot #cmworld

@ScottLum

 

@King_Content A great example. Check out P&G’s work during the SuperBowl with Vine #CMWorld

@SamBrennand

 

A10: @IBM is killing it #cmworld

@MichaelMooneyy

 

Did we miss your question in today’s chat? Email cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

@CMIContent Some great examples on our latest VC blog: http://www.visioncritical.com/blog/3-brands-who-win-content-marketing #CMWorld

@MichelleMackesy

 

@beautdirtyrich oh I see. 🙂 #CMWorld

@JakeDParent

 

A10. @generalelectric, @etsy, @modcloth are some I like. I hear @birchbox is good. Also rec @vegancuts #contentmarketing #CMWorld

@vegecomgirl

 

A10: @generalelectric does a nice job using innovation as a platform for #contentmarketing #CMWorld

@mikemyers614

 

@tracibrowne @MichaelMooneyy don’t get me started on lack of content after the sale. All biz have to work on that content piece. #CMWorld

@SusynEliseDuris

 

We chat with @JoePulizzi on the eve of #cmworld Syd about #contentmarketing adoption in Australia http://hub.am/1ff73sn

@King_Content

 

A10: struggling to think of more, most that come to mind are #SMB which is telling #CMWorld

@KDADouglas

 

Thank you @king_content for your great insights on big brands & content marketing! Looking fwd to #CMWorld Sydney!

@CMIContent

 

OH! Cookie Monster World Trending? #cmworld

@A_CookieMonster

 

@MichaelMooneyy What do you like most about what IBM is doing? #cmworld

@michelelinn

 

Big thanks to @king_content and @CMIcontent for a great chat! #cmworld

@Ebyline

 

A10: @ChipotleTweets is awesome too. The Pixar approach is amazing. #cmworld

@MichaelMooneyy

 

@CMIContent @King_Content Yes, thank you. Now get some sleep! #CMWorld

@mikemyers614

 

Next wk it’s niche #contentmarketing with @susyneliseduris. See a full schedule: http://contentmarketingworld.com/cmworld-twitter-chats/ #CMWorld

@CMIContent

 

Did you hear ? @CMIContent if your life goal was to trend #cmworld in the US, then I suggest you celebrate. beep beep, robot said.

@WhoTrendedIT

 

I heard some great opinions during #CMWorld’s #TwitterChat on #ContentMarketing & big brands! Thank you @CMIContent & @King_Content 🙂

@devonna_j

 

.@CMIContent @King_Content Indeed, another great chat! see you next week 🙂 #CMWorld

@KDADouglas

 

@King_Content @CMIContent Thanks for the interesting tweets! Great questions. Looking forward to the next chat 🙂 #CMWorld

@weareboogie

 

Gr8 #cmworld chat. But then when isn’t it! Always full of gr8 stuff! Thx @King_Content for your generosity and @cmicontent 4 gr8 moderating!

@SusynEliseDuris

 

For more on @king_content visit: http://www.kingcontent.com.au/ and see them at #CMWorld Sydney!

@CMIContent

 

Thanks #cmworld friends! Now that we’re all inspired…it’s time to go and conquer today’s #contentmarketing

@King_Content

 

A10: http://BeingGirl.com – Social space for young girls going who can share their life challenges – P&G sponsored #cmworld

@ScottLum

 

Did a piece awhile back on how @TacoBell is killing it with their social/content marketing: http://www.policymic.com/articles/73129/5-ways-taco-bell-is-killing-it-with-social-media #CMWorld

@JakeDParent

 

@mikemyers614 @CMIContent Think I’m going to write a blog…I’ve got the #contentmarketing inspiration flowing now! Thanks #cmworld

@King_Content

 

Thank you everyone and @King_Content and @CMWorld for another well spent hour! #cmworld

@tracibrowne

 

#CMWorld #CLE and #Sydney discount rates thru 2/28! Register: CLE: http://www.contentmarketingworld.com SYD: http://sydney.contentmarketingworld.com

@CMIContent

 

@King_Content Thank you so much for joining us today! Great insights and a great precursor to #CMWorld Sydney!

@CMIContent

 

@michelelinn Why-focused content. Their influencer program is amazing too. #cmworld

@MichaelMooneyy

 

@tracibrowne @ScottLum Not sure– I’m an @AmericanExpress client who has used their travel services but never rec’d a magazine #CMworld

@SFerika

 

#CMWorld Twitter Chats http://contentmarketingworld.com/cmworld-twitter-chats/ not to be missed, in my calendar every week!

@KDADouglas

 

@CMWorld you’ve just reached a career high! The cookie monster joined the #CMWorld chat today

@tracibrowne

 

@KDADouglas Thank you so much, Katrina! See you next week! #CMWorld

@CMIContent

 

@kenericson @michelelinn I agree also! It’s powerful, but without a system in place you can wind up wasting a lot of time “chasing” #cmworld

@WalidTerrell

 

@SFerika @tracibrowne AMEX Open Forum is a perfect example of B2B content marketing to SMBs #cmworld

@ScottLum

 

@ScottLum @SFerika @tracibrowne Agree! One we use a lot as a great example. #CMWorld

@CMIContent

 

Thanks! @CMIContent @cmcphillips #cmworld

@MichaelMooneyy

 

Here’s why we’ll be attending #cmworld Sydney! http://bit.ly/1deKeq7

@King_Content

 

@SusynEliseDuris @tracibrowne @MichaelMooneyy A shame, being that post funnel content creates brand loyalty/advocates. #CMWorld

@tsledzik

 

@King_Content It was great chatting with you!! Have a great rest of your day!! #CMWorld

@lttlewys

 

@tsledzik @tracibrowne @MichaelMooneyy Absolutely. Great pt, Todd. #CMWorld

@SusynEliseDuris

 

@MichaelMooneyy @cmcphillips Thanks, Michael! Always appreciate your help. #CMWorld

@CMIContent

 

@ScottLum I heard some great advice – stop trying to catch lightening in a bottle #cmworld

@NickKellet

 

OMG! Can’t believe I got it freee! http://bit.ly/1jvUNad #CMWorld

@GreenleafJoe

 

Thanks @King_Content for all the great #contentmarketing examples and ideas in today’s #cmworld chat!

@SFerika

 

@tracibrowne @tsledzik @MichaelMooneyy That’s where content strategy can have major wins! #CMWorld

@SusynEliseDuris

 

@tracibrowne @cmworld Our work here is done 🙂 #CMWorld

@KyleAkerman

 

@King_Content I keep hoping for someone to make a blingy 70s inspired #contentmarketing unicorn t-shirt… 😉 #CMworld

@SFerika

 

@JakeDParent @ScottLum No, but I’m intrigued. #CMWorld

@KyleAkerman



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