Content Conversion: A #CMWorld Chat with Brian Massey

Screen Shot 2016-02-16 at 4.01.30 PMAccording to our annual content marketing research higher conversion rates is an important metric for approximately 80% of marketers. If you are like the majority of marketers who is trying to “get more” from what you have, this latest #CMWorld Twitter chat  with Brian Massey was for you. We not only covered tips for getting higher conversions but also talked about how to get buy in and how to prioritize your efforts.

Brian Massey will be speaking Content Marketing World about conversion sciences – if you loved this chat and want to find out more, you won’t want to miss this session. BLOG100 saves $100 off of current registration rates!

Were there tweets you wanted to retweet, respond to or favorite from this week’s chat? Visit this Storify link.

 

Q1: Should conversion be a top goal of content marketing? Does every piece of content warrant tracking? #CMWorld

@MaureenOnPoint Nice! That kind of presence is the best kind of present. #cmworld

@martinlieberman

@martinlieberman I was going to say…please be kind to commas, Martin, there are only so many left in the wild. #CMWorld

@mikemyers614

@CMIContent my fingers are tingling in suspense #cmworld

@M2Franz

Also…GABBBIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII!cc: @CardozaGab #CMWorld

@Mr_McFly

A1: it absolutely should be. Conversions help prove ROI which is what every exec wants to see. #CMWorld

@JasonSchemmel

A1: All goals of content marketing should be conversion. Whether that conversion is a sale or education..?? #CMWorld https://twitter.com/CMIContent/status/699640642884927488

@MaureenOnPoint

A1: Yes, conversions should be a high priority. Types of conversions will vary between content types. #cmworld

@netvantage

@martinlieberman #notafan #CMWorld

@mikemyers614

A1) It should be if there is a clear objective to be achieved. #cmworld

@Liliholl

@mikemyers614 Oh, NOW you get judgy? That’s the line? hahaha #CMWorld

@MaureenOnPoint

A1: Doesn’t the goal of your content marketing define how you answer this question? #CMWorld https://twitter.com/CMIContent/status/699640642884927488

@suddenlyfrugal

A1: One needs to track EVERYTHING. That’s how you know what’s working & what’s not. Re: conversions, those need to be well DEFINED. #CMWorld

@Mr_McFly

@CMIContent A1 You should track every piece of content but conversion can mean different things – a conversion might be a mini ask #cmworld

@M2Franz

Fast Mover chat today #CMWorld

@T4Leonard

@CMIContent Not at all. I believe Content should attract more people & help in setting the right perception about brands. #CMWorld

@devaashish

A1: YES! never create content for the sake of creating content or because you “know” it’s important. Figure out those KPIs #cmworld

@eelectriklady

This. Now happening on the #CMWorld twitter chat with @bmassey https://twitter.com/bmassey/status/699641231677067264

@CMIContent

A1 haha sorry! #CMWorld

@TajFirstBase

A1b: Yes, absolutely every piece of conversion should have tracking. You might learn something unexpected from the journey #CMWorld

@MaureenOnPoint

@MaureenOnPoint @martinlieberman I think so too 🙂 #cmworld

@M2Franz

A1: We don’t use conversions exclusively to grade our content. For us it’s about SEO. #cmworld

@bmassey

@M2Franz @MaureenOnPoint @martinlieberman I want one (or two) #CMWorld

@T4Leonard

@Mr_McFly Great points! #CMWorld

@CMIContent

#cmworld Q1 Yes, if you want to build constant improvement into your #contentmarketing.

@Rogercparker

A1: Yes, content should have an end goal end mind. You’ll obviously pay closer attention to different kinds of content. #cmworld

@allmikehall

A1) A world where all content has to be clicked in order to be deemed valuable is not a world for me. Education is valuable too. #CMWorld

@martinjason

@CMIContent A1: It should be an ultimate goal, but some content should be more focused on education/building relationships #CMWorld

@atxcopywriter

A1) Conversion = engagement? What do you say? #cmworld

@Liliholl

A1. Conversions should be #1, but sometimes conversions won’t occur & your efforts will at least help build a brand tribe. #CMWorld

@CardozaGab

@M2Franz Right! We’re doing that now – some pieces may drive a “conversion” to another piece of content. #CMWorld

@CMIContent

A / I don’t track every piece of content, but there’s always some type of conversion goal attached to it. #CMWorld

@ChrisRiceCo

*like* #CMWorld https://twitter.com/martinjason/status/699641627992788992

@mikemyers614

Q1 Content serves diff purposes so not everything should be about conversion. It’s worth tracking as much as possible though. #CMWorld

@gcharlton

A1. Not necessarily. Depends on where you are at. #cmworld

@SocialSMktg

@BetsyDaitch Agree! #CMWorld

@CMIContent

@ChrisRiceCo Agreed. #CMWorld

@CardozaGab

@mikemyers614 It’s better to ask than assume. <3 #CMWorld

@MaureenOnPoint

It depends on the purpose of the #content. Is a direct piece being created for revenue or awareness? #CMWorld

@PearlyWrites

A1: Conversion should definitely be one of the top goals. You want to know that it’s getting you traffic, customers, etc. #CMWorld

@ExpWriters

@gowithfrank Wow! Link? #CMWorld

@CMIContent

@gcharlton Yes. That is how I view it too, Graham! 🙂 #CMWorld

@CardozaGab

A1. Not unless you have a motive for / remember every word you speak. #cmworld #offlinematch https://twitter.com/CMIContent/status/699640642884927488

@searchrook

A1 If you’re moving the needle on how someone thinks about something via content, there is a “conversion” of thought but not a sale #CMWorld

@jgombita

A1b: What’s the point if you aren’t measuring conversion rates? #CMWorld

@ExpWriters

#CMWorld Q2 By recognizing that conversions are the only way you can be sure you’re addressing the right #content topics

@Rogercparker

@Liliholl No. Engagement is not conversion. We see lower conversions from higher engagement often. #CMWorld

@bmassey

A2 – I like the expanded definitions of conversion I’m seeing here – could be converting from oblivious to aware you exist #cmworld

@lindadessau

yes, a thousand times yes! As @M2Franz mentions, it’s about the micro-yes until you get the macro yes. #CMWorld https://twitter.com/CMIContent/status/699641721181724672

@MaureenOnPoint

@MaureenOnPoint Good point – surprises often shape our content marketing strategy #cmworld

@netvantage

@MaureenOnPoint What would an education conversion look like? Or how would you measure it? #CMWorld

@atxcopywriter

@CMIContent or “convert” them into a different stage of your drip campaign #cmworld – marketing is a series of “Mini Asks”

@M2Franz

A1: Not all #content is created equal(ly). Some isn’t meant to drive a specific conversion, but nurture in the right direction. #CMWorld

@mikemyers614

Q2: Conversion is a great idea, but it often feels like a nice to have. How can you make it a priority? #CMWorld 

Preach it, @bmassey! # Truth #CoversionsProveROI #CMWorld

@JasonSchemmel

@lindadessau That is a great point, Linda! #CMWorld

@CardozaGab

@thinkdesignvis How are you best tracking conversions, Aamina? #CMWorld

@CMIContent

A1: Conversion is too broad a term. Each one is based on the objective at the time. e.g an engagement #CMWorld https://t.co/WxvWJMAgRO

@Mr_McFly

@Liliholl Interesting question, I don’t think conversion always means engagement or vice versa. #CmWorld

@britewritelight

@martinjason We like that a lot, Jason! #CMWorld

@CMIContent

@MaureenOnPoint Its like playing monopoly or life -you don’t just get to skip to the end of the game – you have to move pieces along #cmworld

@M2Franz

A1) Ultimately you want a sales conversion from content. Content should be tracked in on-boarding funnel, working towards end goal. #CMWorld

@CrowdContent

@M2Franz Ha! All good. Just don’t forget the hashtag. 🙂 That’s most important. #CMWorld

@CMIContent

@CMIContent conversion usually makes the boss happy. If you put a price to every # of likes, then they see the good value of sm #CMWorld

@JulianGumbo

A1b. Phase out where you are at in internet marketing & determine goals for that phase. You don’t convert right away. #cmworld

@SocialSMktg

A1 #cmworld Applause for “learn something unexpected” idea. https://twitter.com/MaureenOnPoint/status/699641501521842176

@Rogercparker

A2: Conversion should be the end game, but not every pass is a touchdown. Be patient. #CMWorld

@mikemyers614

@atxcopywriter We use the click conversion as an indicator of what content resonates-then nurture until they convert with more info #cmworld

@MaureenOnPoint

@M2Franz @CMIContent I agree Maggie. A conversion can mean many different things; brand awareness, brand education, brand loyalty..  #CMWorld

@kkopacz1

If content is supposed to gain media attention, would you consider this a conversion? Can you track the exposure to the mention? #CMWorld

@PearlyWrites

@CrowdContent keyword: ultimately! +1 #cmworld

@SocialSMktg

@martinlieberman But someone you share with just may #cmworld

@lindadessau

A2) Don’t ask your consumers to click or convert on a bright shiny promise of value that turns out to be devoid of value. #CMWorld

@martinjason

A2 Conversion may start out as a nice to have but it will eventually be needed to help justify the content program. #cmworld

@ScottLum

@Liliholl 3m3 minutes ago A1) Conversion = engagement? Yes. #cmworld https://twitter.com/Liliholl/status/699641699748831232

@Rogercparker

A1 Y create content that pple cannot relate to? D more relatable a content the more conversation it sparks #CMWorld https://twitter.com/CMIContent/status/699640642884927488

@deevapreneur

A2: By starting with conversions in mind – create content that you expect to be successful #cmworld

@netvantage

@CMIContent A2: By providing indisposable value to your audience, making it silly to not buy your products/services. #CMWorld

@whererusteve

Coming from a Buckeyes football fan… #CMWorld https://twitter.com/mikemyers614/status/699642543697502212

@CMIContent

It’s uncanny the things we learn when we really look at the metrics that mean something to us. #CMWorld https://twitter.com/MaureenOnPoint/status/699641501521842176

@gowithfrank

@lindadessau Right. Which is why, as @Mr_McFly said, the term conversion needs to be refined. Too broad. #cmworld

@martinlieberman

@kkopacz1 @CMIContent Well said Kathy! #cmworld

@M2Franz

A2: Not to be judgy, but if you’re not creating content for some sort of conversion goal, your doin’ it wrong #CMWorld https://twitter.com/CMIContent/status/699642157011828738

@MaureenOnPoint

@CMIContent A1. I think we need to understand the user intent! #cmworld

@Ozaemotion

@mikemyers614 Love the way you said that, Mike! Great point! #CMWorld

@CardozaGab

A2: Keep the goal of converting in mind when creating your content, but make sure you’re still providing high-quality value. #CMWorld

@ExpWriters

A2. #CMworld1) Spend more money on it. 2) Treat your landing page like your true love. https://twitter.com/CMIContent/status/699642157011828738

@searchrook

a2 – #Conversions are a need to have, unless this is a #hobby for us (NOT). Its just finding the #magic formula #CMWorld

@T4Leonard

I feel like the finance team would love to see answers to this question 😛 #cmworld A2

@paige_sandhu

@CardozaGab Thanks! #CMWorld

@mikemyers614

A2: By definition, conversion is already a priority. Your content is designed to get SOMETHING in return. #CMWorld https://t.co/RYClL2lopz

@Mr_McFly

@atxcopywriter @CMIContent Agree! #CMWorld

@devaashish

@MaureenOnPoint YES! This is so true, Maureen. Otherwise, what’s the point? You should get something in return. #CMWorld

@ExpWriters

@martinlieberman We agree! How do you place a value on that, Martin? #CMWorld

@CMIContent

@MaureenOnPoint I agree, otherwise you’re just putting out content for the sake of putting out content. There should be intention. #CMWorld

@paige_sandhu

Q1 I’d be inclined to track conversion anyway, as you may stumble upon a magic formula 😉 #CMWorld

@gcharlton

@martinjason Yes – because they won’t stick around long if that is the case! #CMworld

@CMIContent

A2. Conversion could mean different things – download or sale? Then, create content to warrant conversion. #cmworld

@SocialSMktg

Set the goal prior to any creation of #content . This is 1 way to measure if the piece was successful if it achieves the set goal. #CMWorld

@PearlyWrites

A2: Conversion is the reason you spend time making great content, so making that the primary focus is a good place to start #cmworld

@allmikehall

@britewritelight Definitely. It’s important that you focus on providing value to your audience first. #CMWorld

@ExpWriters

@CMIContent A2: Make everything trackable, add CTAs to more content. Be careful you don’t coming off as disruptive or pushy though #CMWorld

@atxcopywriter

@Mr_McFly @martinlieberman Love it! #CMWorld

@CMIContent

#CMWorld is trending on Twitter in #philly

@uniquelyphilly

@CMIContent Is it really the “end game” or is a conversion another jumping off point for another conversion – a chance to re-sell #CMWorld

@M2Franz

@paige_sandhu Or else it’s a little self-serving instead of business serving, right? #CMWorld

@MaureenOnPoint

@CMWorld A2: Use CTAs! Make it clear what the next step is that you want readers to take. Without direction, people will drop off. #CMWorld

@_goldengrams

Agree with @martinjason. Especially if it could damage your most important asset: Your REPUTATION. #CMWorld https://twitter.com/martinjason/status/699642743958675456

@jgombita

A2) First, define what a conversion means to your org. It’s not always about sales. #CMWorld

@martinjason

Give your conversion goals the same level of attention you give your title. It’s that important. #CMWorld https://twitter.com/CMIContent/status/699642157011828738

@ChrisRiceCo

@gcharlton GREAT point! #CMWorld

@CMIContent

A2: We could think of measuring conversion as a way to track the success of your marketing #cmworld

@TajFirstBase

@m2franz As long as you have a path, right? It’s about taking charge of the customer journey with content. #CMWorld https://twitter.com/M2Franz/status/699643379215429633

@MaureenOnPoint

@lindadessau But that type’s much harder to measure #CMWorld

@atxcopywriter

A2 always keep conversion at the end of the sales funnel you want to convert without being pushy #CMWorld https://twitter.com/CMIContent/status/699642157011828738

@deevapreneur

@M2Franz @CMIContent Depends on what you’re selling. How often do you buy a car, house? #CMWorld

@mikemyers614

@searchrook More money is only part of the equation… it’s gotta have some well thought out strategy behind it too. #CMWorld

@whererusteve

@MaureenOnPoint @M2Franz Good way to put it #teamwork #CMWorld

@atxcopywriter

@mikemyers614 LOVE THIS! #CMWorld

@_goldengrams

Q3: If you are new to conversion optimization, where should you prioritize your initial efforts? #CMWorld 

@Mr_McFly Definitely! 🙂 #cmworld

@martinlieberman

A2: True! For hospital clients, it’s to get them to call, make appt. For fin. cos it’s to buy new service. #cmworld https://twitter.com/MaureenOnPoint/status/699642912754110464

@suddenlyfrugal

What he said ???! #ContentMarketing #Marketing #CMWorld https://twitter.com/Mr_McFly/status/699643026969358336

@CardozaGab

A1b) Every content doesn’t warrant conversion. But if you write engaging & interactive content, it takes you closer to conversions. #CMWorld

@thinkdesignvis

I think I’d like to take a stand on pet projects in content marketing: NO MORE CONTENT CREATION W/O BIZ ALIGNMENT #cmworld #ItsAboutTime

@MaureenOnPoint

@martinjason Agreed! Providing value to your audience is most important. Without value, they have no reason to stick around. #CMWorld

@ExpWriters

@mikemyers614 You’re welcome! 🙂 #CMWorld

@CardozaGab

The content should answer a question. Make sure the user intent is kept in the brainstorming process. #CMWorld

@PearlyWrites

A2) Conversion becomes a priority when there’s a journey for a target audience you want to take a step further in your cycle. #cmworld

@Liliholl

@mikemyers614 You might keep a car for a long time – but if that brand keeps the relationship with you – wouldn’t you go back? #cmworld

@M2Franz

A2: If I knew the answer to this question, I would have a much larger agency. #cmworld

@bmassey

@gcharlton Yes! #CMWorld

@CardozaGab

A2 Create a customer journey map as part of the strategy so you can map your content with opportunities for conversion. #cmworld

@ScottLum

@mikemyers614 @CMIContent Or if you kept up a great relationship with a real estate agent wouldn’t you recommend them? #cmworld

@M2Franz

@M2Franz Hopefully, but not if the brand is trying to ‘convert me’ the whole time. Know what I mean? #CMWorld

@mikemyers614

@bmassey 🙂 #CMWorld

@CMIContent

@whererusteve I meant, then it won’t just feel “nice to have” 🙂 #cmworld

@searchrook

@CMIContent That’s the challenge with long-tail efforts. There’s always value in reach, but engagement counts more. #CMWorld

@martinlieberman

A2: Set your conversion goal for each piece before creating. Are you looking for a sale? A share? Interaction? #CMWorld

@evergreencopy

A2) You don’t make conversion a priority, it is already one of your priorities. #CMWorld

@thinkdesignvis

@ScottLum Thanks, Scott! Something we’re working on now at CMI. #CMWorld

@CMIContent

Yes! If you don’t ask, chances are you won’t receive conversions or buyer journey progress. #CMWorld https://twitter.com/_goldengrams/status/699643418486636544

@CrowdContent

MT @M2Franz As long as you have a path, right? It’s about taking charge of the customer journey w/ content #CMWorld…

@JXB1Social

@deevapreneur Not that a nice meal on your isn’t lovely, but it does nothing to show off your skills. #CMWorld

@MaureenOnPoint

A3: Anything doing with Content Marketing being a priority needs to have buy-in from the top. Without it, might as well forget it. #CMWorld

@gowithfrank

@MaureenOnPoint …like playing monopoly or life -you don’t skip…you have to move pieces along #cmworld Nice! https://twitter.com/M2Franz/status/699642382975901697

@Rogercparker

A3: I feel like I’m singing the same song here: base conversions on objectives. https://twitter.com/CMIContent/status/699643662406328321 #CMWorld https://t.co/YfF9dNExSO

@Mr_McFly

@M2Franz @CMIContent Yep, great point. It’s the conversion part that bugs me, my RE agent isn’t always trying to convert me. #CMWorld

@mikemyers614

@evergreencopy exactly! #cmworld

@SocialSMktg

@mikemyers614 keeping a relationship isn’t the same as a sale – conversion is a relative term that can mean different things #cmworld

@M2Franz

@martinlieberman Me too. I also download research reports, whitepapers etc for research when I’m not a biz’s target audience #CMWorld

@atxcopywriter

A3. Landing pages for your cash cows. #cmworld https://twitter.com/CMIContent/status/699643662406328321

@searchrook

A3: Become friendly with your analytics reports. #CMWorld

@bmassey

A3. Start by defining conversion & what it means to you & your team. (engagement, sale, etc.) #CMWorld

@CardozaGab

@martinjason There you go! Now you’re cooking. Making decisions from data. <3 #CMWorld

@MaureenOnPoint

@bmassey Great advice! #CMWorld

@CardozaGab

A3: Someone has to start saying,”Good idea. Do you have proof that a dancing squirrel will make us more money?” #cmworld

@bmassey

A2: Anything doing with Content Marketing being a priority needs to have buy-in from the top. Without it, might as well forget it. #CMWorld

@gowithfrank

Look at how people are coming to your site & what they are searching for. If it’s relevant to your niche, this could be a start. #CMWorld

@PearlyWrites

@M2Franz Yeah, I don’t know. Convince me. #CMWorld

@mikemyers614

@pearlywrites Yes! answering a question that consumers might ask helps with SEO as well, doesn’t it? #cmworld

@britewritelight

A3: Know what your goal is with converting so you have a clear idea how to achieve it, then focus on creating quality content. #CMWorld

@ExpWriters

A2: It’s content MARKETING, not just content. Conversions, no matter how defined, are needed to gauge effectiveness of our efforts #CMWorld

@KyleAkerman

A3: 1 Know your audience2 Get feedback on existing content3 Replicate the best4 Have distribution plan #CMWorld https://twitter.com/CMIContent/status/699643662406328321

@BetsyDaitch

@av8r2000 even the most sophisticated marketers struggle with it. #CMWorld

@MaureenOnPoint

@CMIContent A3. Understanding the audience & creating a good content for your audience! #CMWorldLooking for different opinions on this.

@devaashish

A2: Use Ghostery to see if your competitors are using click-tracking, session recording or testing tools on the site. #cmworld

@bmassey

@PearlyWrites Great place to start! #CMWorld

@CMIContent

@tsledzik @M2Franz @CMIContent Also a good point. #CMWorld

@mikemyers614

#CMworld Q3 by setting up a landing page with a simple “10 tips” downloadable incentive?

@Rogercparker

@martinlieberman @atxcopywriter Do you have any good examples of this? 😉 #CMWorld

@CMIContent

A3b: Don’t forget to update the content you’ve already created. You can optimize those old, yet popular, posts for conversions. #CMWorld

@ExpWriters

@MaureenOnPoint @av8r2000 People tend to rely on last touch. That’s not always accurate reflection of demand gen. #cmworld

@martinlieberman

@tsledzik @mikemyers614 @CMIContent what is it, like 7 times more expensive to convert a new sale than an existing customer? #cmworld

@M2Franz

@bmassey Dancing squirrel?? https://2982-presscdn-29-70-pagely.netdna-ssl.com/wp-content/uploads/2015/04/Shut-up-and-take-my-money.jpg #cmworld

@allmikehall

Yes! We’re doing this now. #CMWorld https://twitter.com/ExpWriters/status/699644812451041281

@CMIContent

I can tell you first hand that a dancing squirrel will make you a LOT of money. #cmworld https://twitter.com/bmassey/status/699644411689308160

@DogOfSEO

This is one of my favorite tricks. Shake what the people told you they liked. =D #CMWorld https://twitter.com/ExpWriters/status/699644812451041281

@MaureenOnPoint

@MaureenOnPoint exactly ?#CMWorld

@deevapreneur

A3 Reverse engineer: what metrics would make the boss or client happy? Conversion should ALWAYS be part of the overall strategy #CMWorld

@JXB1Social

@kkopacz1 Agreed! Providing value to your audience is the most important thing. #CMWorld

@ExpWriters

A3: I’m excited to hear the responses to this, are social media platforms the best for conversion? #cmworld

@britewritelight

@bmassey @M2Franz See, this is where I struggle. #CMWorld

@mikemyers614

@bmassey Interesting! Any links you can share to explain this further? #CMWorld

@CMIContent

@mikemyers614 @M2Franz @CMIContent Doesn’t mean I’m going to the dealership for an oil change though. 😉 #CMWorld

@tsledzik

@martinlieberman @av8r2000 You need at least 3 meaningful points to get insight into that customer path. #CMWorld

@MaureenOnPoint

@mikemyers614 What’s the value of a referral to you? #cmworld

@M2Franz

@CMIContent That’s awesome! We have to remember not to neglect older content. It can still convert people when done right. #CMWorld

@ExpWriters

Q4: Video, animation, creative copywriting – what is the best tactic for you to convert your customers? #CMWorld 

Q3 Start to measure. Learn to use some basic Google Analytics reports – see what happens after people view your content. #CMWorld

@gcharlton

Good point. Often easier to sell to people who area already customers than to convert new leads #CMworld https://twitter.com/M2Franz/status/699643379215429633

@atxcopywriter

@bmassey @M2Franz Would referrals from an existing customer (e.g. real estate) be a conversion of sorts? #CMWorld

@mikemyers614

@MaureenOnPoint Agreed! It’s good to check your analytics to see what older content people are still reading. #CMWorld

@ExpWriters

@tsledzik @mikemyers614 @CMIContent That’s a price point issue – not a relationship issue…or is it? #cmworld

@M2Franz

@M2Franz Ha! Great minds. #CMWorld

@mikemyers614

As a non-marketer I am learning a HECK of a lot! #CMWorld

@CardozaGab

@mikemyers614 @bmassey @M2Franz I think it’s about defining value. The click conversion is value b/c it expresses interest. #CMWorld

@MaureenOnPoint

I’ve spent the last six months doing just this on my blog Suddenly Frugal! #CMWorld https://twitter.com/ExpWriters/status/699644812451041281

@suddenlyfrugal

If the people of Europe…http://goo.gl/1fxrQt #CMWorld #TWUG #ContentWritingChat #WhatMakesHillaryBark #BamBam https://t.co/5L9gUbR3hs

@DwightMoody8

A3 Start with converting searchers to visitors #CmWorld https://twitter.com/CMIContent/status/699643662406328321

@kkopacz1

A2: Ghostery is a browser plugin that tells you what tools are on a website. http://ccreq.com/1PCR6lx #CMWorld https://twitter.com/CMIContent/status/699645052981653505

@bmassey

@mikemyers614 @CMIContent On the other hand, if I have a good experience buying a house, all my friends get recs for realtor, etc. #CMWorld

@atxcopywriter

@mikemyers614 @bmassey Yes – you have a new lead enter your funnel in the familiarization or purchase stage rather than awareness #cmworld

@M2Franz

@MaureenOnPoint @bmassey @M2Franz Yeah, that one’s fuzzy to me. Clicks don’t equal interest. #CMWorld

@mikemyers614

A4: I 100% here for video marketing. #CMWorld https://twitter.com/CMIContent/status/699645191511105536

@jaydeipowell

Yes, ‘repurposing’ is paramount for feeding the content beast MT @expwriters: A3b: Don’t forget to update content already created. #CMWorld

@JXB1Social

A3b: Every. Single. Thing. you put out there needs to have a CTA. Where do you want them to go next? #CMWorld

@MaureenOnPoint

@kkopacz1 Yes! #CMWorld

@CMIContent

A4. This is asking for “it depends.” #cmworld https://twitter.com/CMIContent/status/699645191511105536

@searchrook

@M2Franz Convert visitors to leads, leads to one-time buyers, buyers to loyal customers #CMWorld

@kkopacz1

A1 @CMIContent yes, but not all piece of content, sometimes you only need exposure. #CMWorld

@alberMoire

A4: It’s really a combined effort, but video is proving very useful in assisting B2B conversion. #CMWorld https://twitter.com/CMIContent/status/699645191511105536

@BetsyDaitch

@martinjason You’re right! Just wondering if anyone here for THEIR core customers have something that works best for them. #CMWorld

@CMIContent

A4: Time-sensitive call to action, plus a way to save money! #CMWorld https://twitter.com/CMIContent/status/699645191511105536

@suddenlyfrugal

@JXB1Social Yes! Couldn’t agree more! #CMWorld

@ExpWriters

@mikemyers614 @bmassey @M2Franz I think it depends on the setup. Partial articles with a click to finish article: interested? #CMWorld

@MaureenOnPoint

@M2Franz @mikemyers614 @CMIContent Price, totally. Sarcasm on my part #CMWorld

@tsledzik

@BetsyDaitch Agree – right now, video is doing so well for us. #CMWorld

@CMIContent

@mikemyers614 @MaureenOnPoint @bmassey a click means that a customer took action to find more info i.e. expressing #interest #cmworld

@M2Franz

A4 All about those relationships! Whatever it takes to build a trusting & mutually beneficial relationship #CMWorld https://twitter.com/cmicontent/status/699645191511105536

@pmkrouse2010

@CMIContent definitely video ads (Normal or 360°)! But throwing in some influencers won’t hurt. #CMWorld

@JulianGumbo

I also wrote a whole blog about it. No big deal. ?? #CMWorld https://twitter.com/jaydeipowell/status/654997601889198080

@jaydeipowell

@britewritelight Yes, as long as we answer the user with what they want, content will always be a driver of SEO. #CMWorld

@PearlyWrites

@suddenlyfrugal That’s fantastic! Have you been seeing any results from it yet? #CMWorld

@ExpWriters

Also cars need maintenance… #CMWorld https://twitter.com/M2Franz/status/699643840022630400

@atxcopywriter

@CMIContent A2. Really drilling down audience needs & providing quality content accordingly is #1, & should lead to conversion. #CMWorld

@tweetcargo

If the event moves your business forward (contact info, sale) it’s a conversion. #cmworld https://twitter.com/mikemyers614/status/699645038637219840

@bmassey

A4. By including a CTA in your visuals. #CMWorld

@CardozaGab

You heard it here from two of the best… #CMWorld https://twitter.com/KyleAkerman/status/699645237891874817

@CMIContent

A4: Can I have all of the above for the win? #Cmworld https://twitter.com/CMIContent/status/699645191511105536

@amywhiggins

A4: It depends on the audience. A combination of these with a primary focus on one is usually a good idea. #CMWorld

@evergreencopy

A4: We win most with the value proposition. If you don’t have that right all conversions are suppressed. #CMWorld

@bmassey

@CMIContent A5 for my expressed audience, creative blogging + authentic images #cmworld

@M2Franz

@jaydeipowell I’ll be reading that later, pretty lady! #CMWorld

@CardozaGab

A4: What’s the objective? That’s the strategist in me speaking… #CMWorld https://t.co/wualZfkch4

@Mr_McFly

@JulianGumbo Video is hot right now! As is influencer marketing. #CMWorld

@CMIContent

A4: Service depending, customers convert in diff. ways w/ different content types-That’s where personas win! #CMWorld https://twitter.com/CMIContent/status/699645191511105536

@MaureenOnPoint

A4: It depends on the product. Very tech heavy software = instructional videos? People centric product = interviews?#CMWorld

@paige_sandhu

A4c: Whatever format you choose, make sure you include a call to action. Tell your audience what they should do next! #CMWorld

@ExpWriters

@M2Franz @MaureenOnPoint @bmassey Not always. Most of the time, you may not even know if it’s a customer, let alone intent. #CMWorld

@mikemyers614

A4 videos especially short videos are great for conversion #CMWorld https://twitter.com/CMIContent/status/699645191511105536

@varunkr842

A4: Everyone learns…I mean converts differently. Some are auditory, others visual. #cmworld

@amywhiggins

@jaydeipowell Look at you! Thanks for sharing! #CMWorld

@CMIContent

I vote all of the above. Whatever it takes, baby. Experiment, then go after that audience. #CMWorld https://twitter.com/CMIContent/status/699645191511105536

@webmastergirl

a4 – establish relationships an story tell in anyway your market will receive. #CMWorld

@T4Leonard

A4: Video – visuals are processed much faster than text so communications can be delivered in a more engaging way #CMWorld

@5FifthStory

@tsledzik @mikemyers614 @CMIContent sarcasm is appreciated 🙂 #cmworld

@M2Franz

@MelEdits That’s the challenge with interruption marketing – many people may remember the message but forget who it was for #cmworld

@ScottLum

Q4 While Video is a lot more compelling I use creative writing #CMWorld

@deevapreneur

Video hurts as often as it helps. Very complex conversion element. #CMWorld https://twitter.com/jaydeipowell/status/699645647704743936

@bmassey

@CMIContent A4: You know what I’m about to say… it depends. Have to know who your customers are first #CMWorld

@atxcopywriter

A4: write your content on the wall with a laser pointer. that always works. #cmworld

@DogOfSEO

@pmkrouse2010 Most definitely! Do any tactics or channels in particular help you with relationship building? #CMWorld

@CMIContent

@mikemyers614 @M2Franz @bmassey Let’s say you frame the next cta to be meaningful-If u understand conversion path-its an indicators #cmworld

@MaureenOnPoint

Amen, sister. #CMWorld https://twitter.com/MaureenOnPoint/status/699645654780346370

@bmassey

@ScottLum I think that about sums up the Super Bowl commercial chaos every year. Funny stuff but doesn’t lead me to buy. #cmworld

@MelEdits

@webmastergirl I’m with ya on that! Try, test, report…repeat #cmworld

@amywhiggins

@CrowdContent Thanks for sharing! It seems so simple (obvs we need CTAs!), but it’s so very important to actually do. #CMWorld

@_goldengrams

Q4 To me, everything starts with #writing: the words come first, then the adaption to media formats. #CMworld

@Rogercparker

@MaureenOnPoint Look at you being all smart (no surprise). Yes – on all counts! #CMWorld

@CMIContent

Well said, agreed! #CMWorld http://twitter.com/kmullett/status/699646070679347200

@JXB1Social

Page views are definitely up, consistently, @ExpWriters plus I’m making more thru affiliate links #CMWorld

@suddenlyfrugal

@M2Franz @mikemyers614 @bmassey I think this really goes to show the importance of attribution in content creation. #CMWorld #SoapBox

@MaureenOnPoint

Q5: What are the best things to test or A/B split when determining which content converts? #CMWorld

@mikemyers614 @MaureenOnPoint @bmassey If your CTA is click for more info – you should have a method of tracking who clicks on what #cmworld

@M2Franz

@amywhiggins Agree! At Deem, what’s working best for you right now? #CMWorld

@CMIContent

A4: you want a little bit of everything. Do some research to see where you can get the best results & focus on that a little more #CMWorld

@JasonSchemmel

Using multiple creatives in #content has shown success to target multiple platforms & audiences. #CMWorld

@PearlyWrites

@M2Franz @MaureenOnPoint @bmassey Oh we do, but there’s only so much you can assume from a click (he said, sounding old). #CMWorld

@mikemyers614

@CMIContent d’aww. I blush. Thanks lady! #cmworld

@MaureenOnPoint

Um you tagged me @mikemyers614 @amywhiggins You likey my answer? #CMWorld

@suddenlyfrugal

A4 Studies show that images have the highest conversion rate #CMWorld https://twitter.com/CMIContent/status/699645191511105536

@kkopacz1

Yes! Case closed. #cmworld https://twitter.com/mikemyers614/status/699646477946249216

@martinjason

We call it the content “cascade”. http://ccreq.com/1PCRZuu #CMWorld https://twitter.com/JXB1Social/status/699645649940312066

@bmassey

@MaureenOnPoint @mikemyers614 @bmassey Preach girl. Go on! #cmworld 🙂 #contentmarketingproblems

@M2Franz

@bmassey Agreed – video done poorly can be a disaster for business. #CMWorld

@evergreencopy

@suddenlyfrugal That’s great news! It sounds like it’s really paying off so far! Good reason to keep it up! #CMWorld

@ExpWriters

4: Well written video (prod. value helps) – I’ve bought more things because of a compelling 2m vid than any other content piece #cmworld

@tsledzik

A5: copy tone, images (photos vs illustration), placement/no of CTAs #CMWorld @CMIContent

@robchristianson

@bmassey Embeds have helped bridge that gap for us. #CMWorld

@CMIContent

A4b: Ever notice how some people kill it with video while others excel with written pieces? Substance, not delivery method. #cmworld

@kmullett

@mikemyers614 @M2Franz @bmassey Saying a click=no useful info, is like saying site traffic =no preliminary kpi. #healthydebate #CMWorld

@MaureenOnPoint

@CMIContent @martinlieberman Related: I download your report, but am not your target as customer, I may link to it. Conversion? #CMWorld

@atxcopywriter

@mikemyers614 @MaureenOnPoint @bmassey I prefer infer. you can glean micro-data from clicks. IE no clicks means you missed your mark #cmworld

@M2Franz

This! #CMWorld https://twitter.com/amywhiggins/status/699646906906107904

@CMIContent

@M2Franz @mikemyers614 @bmassey I’m seriously soapboxing. I’m pretty passionate about this. #CMWorld

@MaureenOnPoint

A5: Blog post formats are great samples to use for A/B testing. #cmworld

@netvantage

Yeh @CMIContent This! #CMWorld https://twitter.com/amywhiggins/status/699646906906107904

@DataMarketing7

@ExpWriters A4: Whatever forma, make sure you include a call to action. ! #CMWorld Easy to overlook at last minute https://twitter.com/ExpWriters/status/699646224035618816

@Rogercparker

@MaureenOnPoint @mikemyers614 @bmassey we just tweeted the same thing in different words…#cmworld #preach

@M2Franz

A5: Test for colour, copy, images, layout, call-to-actions, form length #CMWorld

@5FifthStory

@mikemyers614 Love brainstorming & doing tactics. It’s the big-picture strategy I sometimes struggle with. #CMWorld

@MelEdits

@kmullett +100! #CMWorld

@CMIContent

@MaureenOnPoint @mikemyers614 @bmassey There’s a lot that we can learn from you! #cmworld

@M2Franz

@jaydeipowell We do! 🙂 #CMWorld

@CardozaGab

@M2Franz @mikemyers614 @bmassey We might need a cigarette after this (or a cocktail). haha #CMWorld

@MaureenOnPoint

@mikemyers614 I strongly disagree with your diplomatic answer, a well done meme converts every time. 😉 #cmworld

@tsledzik

A4b @CMIContent Then you drive your traffic to other content (video, blog, tutorial, etc). #CMWorld

@alberMoire

@MaureenOnPoint @M2Franz @bmassey Not saying clicks aren’t useful, just not always able to know why. #CMWorld

@mikemyers614

A4: Copywriting is key no matter what the medium. Use words your customers use to describe pain points. Get inside their brains! #CMWorld

@KyleAkerman

@Nationalist_P I’m working on a 360 degree marketing approach. Looking at all aspects, not just one. #CMWorld https://twitter.com/Nationalist_P/status/699646469117190146

@thinkdesignvis

A5. Test your CTAs #CMWorld

@SocialSMktg

@cmicontent For sure – I’d say whichever paints the clearest picture of what your product/service has to offer. I recommend video! #CMWorld

@pmkrouse2010

@mikemyers614 @M2Franz @bmassey Now, THAT, I agree with. #CMWorld

@MaureenOnPoint

Q5 Ideally, test every customer touch point to see which converts the best – content, wording, images, social channels etc #cmworld

@ScottLum

Ok, but does it matter what dance they do? How do metrics for thriller compare to the twist? #CMWorld https://twitter.com/DogOfSEO/status/699644904863981568

@atxcopywriter

A5 Tweet, hashtag, image, @ accounts — small changes could yield huge differences #CMWorld

@JXB1Social

@bmassey All depends on the audience! #audiencematters #cmworld

@robchristianson

@CMIContent A5. Start with anything that isn’t following “best practice” or an idea (hypothesis for us geeks) of what matters. #cmworld

@wittlake

@Rogercparker Easy to overlook, but so important! People forget that they often need to give their audience the next step. #CMWorld

@ExpWriters

@robchristianson @M2Franz @mikemyers614 @bmassey I got the tweetchat! haha Join #PSAMAchat on the first Wed@ 1p #CMWorld

@MaureenOnPoint

@martinjason (cheater answer) 😉 #CMWorld

@tsledzik

@ScottLum Agreed, but you need a method to the testing, or else it’s hard to measure. #cmworld

@amywhiggins

A5. Images, colors, CTA, text, etc. 🙂 #CMWorld

@CardozaGab

Do not be content to have consumers be content with your content. Contentment breeds inaction. Content w/ conviction breeds action! #cmworld

@martinjason

@MaureenOnPoint @mikemyers614 @M2Franz @bmassey Which is why next action is often more important. #CMWorld

@martinlieberman

Personally, I hate it when video is my only option @kmullett If you’re gonna show video, offer text, too! #CMWorld

@suddenlyfrugal

@ExpWriters Connecting on something that elicits an emotional response will result in action, regardless of the delivery format. #CMWorld

@_goldengrams

A5 Test different CTA, messaging, format, use psychology to develop different campaigns #CMWorld https://twitter.com/CMIContent/status/699646690819637248

@varunkr842

Brainstorming has to be the best part of #content creation, then conversion of course. ? #CMWorld

@PearlyWrites

That’s a public relations mindset (“reputation, value & relationships”) over a “marketing” 1 @atxcopywriter #CMWorld https://twitter.com/atxcopywriter/status/699641670908772352

@jgombita

@mikemyers614 @MaureenOnPoint @bmassey when you entice people to click have another micro ask lined up -Facebook like contact form #cmworld

@M2Franz

@martinlieberman @mikemyers614 @M2Franz @bmassey EXACTLY. #CMWorld

@MaureenOnPoint

A conversion is when someone changes _from the point of view of the business_ #CMWorld

@bmassey

A5: Headlines/Subject lines, CTA placement, graphics… #CMWorld

@evergreencopy

A5) CTAs, headlines & time you posted the update. #cmworld

@Liliholl

A5 Subject Lines/Headlines, Calls To Action, Content, Copy, Visuals #CMWorld https://twitter.com/CMIContent/status/699646690819637248

@kkopacz1

@martinjason That reminded us of this: https://www.youtube.com/watch?v=NaX2DWZBCIM #CMWorld

@CMIContent

A5) It’s relative to the campaign. There are as many choices for this as there are content. #cmworld

@Serious_Vanity

@M2Franz @mikemyers614 It’s taking my goals & developing them into cohesive plan. Perhaps I get bogged down by marketing terms. #CMWorld

@MelEdits

A5: Offers that are relevant to content. What pulls? #CMWorld

@bmassey

Because you’re not always somewhere where you can WATCH video @lindadessau @kmullett No text= Gr8 way to lose eyeballs. #CMWorld

@suddenlyfrugal

It absolutely needs to be a multi-touch system to have meaning. #CMWorld https://twitter.com/mikemyers614/status/699648002361843712

@MaureenOnPoint

@bmassey Sounds like an 80’s aerobic exercise? J/K #cmworld

@amywhiggins

A5 c. Test keywords #CMWorld

@SocialSMktg

But my dog prefers peanut butter #knowyouraudience #CMWorld https://twitter.com/DogOfSEO/status/699645786083106816

@atxcopywriter

Q6: What are some conversion tactics that are unconventional or underutilized? Any examples can you share? #CMWorld 

A4c @CMIContent some people preffers newsletters #CMWorld

@alberMoire

A5: I’m a fan of A/B testing content types. Same topic, same points, different mode of delivery. #cmworld https://twitter.com/CMIContent/status/699646690819637248

@MaureenOnPoint

A5b: Test copy & your call to action. If you’re trying to make a sale, are you using a “Buy Now” button people will WANT to click? #CMWorld

@ExpWriters

Where/how do you test your CTAs? #CMWorld https://twitter.com/bmassey/status/699648021164793856

@CMIContent

Both will see a decent conversion rate, however consider Who Let The Dogs Out? for maximum revenue. #cmworld https://twitter.com/atxcopywriter/status/699647547506192385

@DogOfSEO

@Rogercparker @MaureenOnPoint @M2Franz tell that to my 6-year-old. #CMWorld

@JeremyDBond

@MelEdits @mikemyers614 easy to get bogged by down by jargon -but keeping your goals clearly defined is a great way to stay focused #cmworld

@M2Franz

@JeremyDBond @Rogercparker @M2Franz HA! Best of luck. #cmworld

@MaureenOnPoint

A6: Well maybe @CMIContent can tell us if contests work. You’re running them for #CMWorld 2016. How’s that going? https://twitter.com/CMIContent/status/699648201305907200

@suddenlyfrugal

@ScottLum That’s a great tactic! high level verdict? #CMWorld

@CrowdContent

@CMIContent A6: Picking up the phone! It still works. Esp. if someone has entered their # on a contact form they expect u 2 call. #CMWorld

@whererusteve

@mikemyers614 Well said. #CMWorld

@SocialSMktg

A5) Content that converts: one that’s most engaging, being mentioned, going viral. Plus point: it got CTA. #CMWorld

@thinkdesignvis

@suddenlyfrugal @kmullett So much this – I can’t always watch video. Text is more important to me. #CMWorld

@evergreencopy

@ScottLum Sounds fun! Any major findings? #CMWorld

@CMIContent

@amywhiggins @ScottLum I agree Amy. Start with a consistent message to all touch points as a benchmark before testing #CMWorld

@kkopacz1

@M2Franz @mikemyers614 Nice idea! #CMWorld

@MelEdits

So true! I was at trivia once where we had to try to name the brand for familiar campaigns. It was hard #CMWorld https://twitter.com/ScottLum/status/699646339689353216

@atxcopywriter

A5: When sending customers to a landing page – test everything – colors & shapes of buttons, wording on CTAs, graphics, icons, etc #cmworld

@ScottLum

@Rogercparker @MaureenOnPoint @M2Franz tell that to my 6-year-old. #CMWorld Ditto for my 26 year old! https://twitter.com/JeremyDBond/status/699648373192843264

@Rogercparker

Was just talking about that today MT @whererusteve: Picking up the phone! It still works. #cmworld

@lindadessau

I’m not sure it’s unusual, but keeping someone engaged with your content for prolonged periods seems like a good approach. #cmworld

@britewritelight

@CMIContent I test our CTAs with different UTM tagging &content=bottom or &content=right_side cc @bmassey #cmworld

@amywhiggins

I found with contests, you end up getting people who just want free stuff & not truly engage with your content. #CMWorld

@PearlyWrites

@MelEdits @M2Franz @mikemyers614 YES! design is KEY! Keep in mind you can’t control the readers device tho. #cmworld

@robchristianson

@mikemyers614 Exactly. What works for one customer base, doesn’t necessarily work for another. #CMWorld

@kkopacz1

@CMIContent I like to A/B test – you don’t put all your eggs in one basket & get meaningful stats you can compare #cmworld

@M2Franz

@lindadessau @whererusteve The crowds aren’t there anymore, that’s for sure! #CMWorld

@CMIContent

A6. #cmworld1) Not asking for conversion2) Anti-CTA (“Don’t Buy This”) e.g. @patagonia https://twitter.com/CMIContent/status/699648201305907200

@searchrook

@amywhiggins @bmassey Nice! #CMWorld

@CMIContent

Here’s how we grade content. http://ccreq.com/1PCTEzZ #CMWorld

@bmassey

The surprising lesson content #marketers can learn from Nick Offerman: http://buff.ly/1Klz1tr @CMIContent @Technology_Adv #CMWorld

@charlesasettles

@robchristianson @MelEdits @mikemyers614 right – that’s why I believe in multiple types of content. Your audience is segmented #cmworld

@M2Franz

A5: To determine which is worked, simply ask the audiences what’s the best for them. #cmworld

@Contenthacking

Good tips. “Pocket”ing this. #CMWorld https://twitter.com/bmassey/status/699649179518275585

@MelEdits

A6: Sometimes people are afraid to or forget to include that call to action. You HAVE to ask in order to receive. #CMWorld

@ExpWriters

@kkopacz1 @CMIContent Great minds, you know. #CMWorld

@mikemyers614

@mikemyers614 Many times I have trouble getting buy-in for multiple messages (sadly) #CMWorld

@tsledzik

I’m really interested to see everyone’s A6! This is a GREAT question #cmworld https://twitter.com/CMIContent/status/699648201305907200

@M2Franz

A6: Micro-segmenting. personalized, relevant marketing to small groups that show high interest. #moreplease #cmworld https://twitter.com/CMIContent/status/699648201305907200

@MaureenOnPoint

A6) Show people you know what you’re selling. Make audio/visual & written content that shows your expertise in what you offer. #CMWorld

@thinkdesignvis

@searchrook Agree with A6. It’s about the conversation first, then conversion cc @patagonia #cmworld

@amywhiggins

@searchrook @patagonia RE: #2 – does saying to not do something actually work? sounds like disobedient customers to me. #cmworld

@DogOfSEO

12 #AdWords #Bidding Tips That Show Extremely Good Result http://bit.ly/PPC-SEM-Kindle-Book #GoogleAnalytics #MyData2016 #CMWorld #business #technology

@SemBarista

Whereas I always prefer text. Depends on who you need to reach #CMWorld https://twitter.com/tsledzik/status/699646934039064576

@atxcopywriter

@tsledzik What’s the objection? Cost? Time? #CMWorld

@mikemyers614

@ExpWriters A necessity! Wasted content otherwise. #CMWorld

@CMIContent

Q7: Let’s talk mobile. What are some must-do improvements we can do to increase conversions? #CMWorld 

Based on clicks or conversions?? #cmworld https://twitter.com/ScottLum/status/699649197398761472

@bmassey

@martinjason I think I love this…but want to clarify what you mean by education. Educating how? How do you know you’re educating? #CMWorld

@JeremyDBond

OOOh, I love this. Conversation then conversion. I think that might have won the marketing internet #CMWorld https://twitter.com/amywhiggins/status/699649599464669184

@MaureenOnPoint

@kkopacz1 @amywhiggins Agreed. Benchmarking is important as well as developing hypothesis based on anecdotal performance. Test away #cmworld

@ScottLum

I’m all for meaningful CTAs. Don’t get drawn into the Call to Action Madness though. #CMWorld

@CTrappe

@MelEdits @mikemyers614 Frame it above your desk, in your conference room, wherever you catch yourself needing a reminder #cmworld

@M2Franz

A6: Let go of the CTA once in awhile. “Always be closing” isn’t the answer anymore. Always be sharing. Teaching. Engaging. Talking. #CMWorld

@evergreencopy

@MaureenOnPoint That @amywhiggins is quite something! #CMWorld

@CMIContent

@amywhiggins @CMIContent Good point. If you rush or halfass something because you can’t afford it, then it won’t pay off #CMWorld

@atxcopywriter

@CMIContent #CMWorld Reports on links, posts performance on every Social Media Platform (% of engagement, # of leads), Traffic on Website

@Typ0Queen

A7: Make sure your site is mobile-friendly. If you’re trying to make sales, your checkout process should be easy to do on a mobile. #CMWorld

@ExpWriters

Great photos in your tweets, my friends! #CMWorld tip. #freelancers #freelancetips https://twitter.com/ScottLum/status/699649197398761472

@MelEdits

If only all marketing email providers offered this! #CMWorld https://twitter.com/ExpWriters/status/699647436613160960

@VeronicaWoodQue

@suddenlyfrugal @lindadessau Before smart phones/laptops, we reminded vid proponents that most ofc didn’t have speakers/headphones. #CMWorld

@kmullett

A7: have to be serious about implementing Google AMP for any biz/org who invests in content #CMWorld

@lucasmillerwsu

It continues to boil down to good imagery. Thanks, @ScottLum #CMWorld https://twitter.com/ScottLum/status/699649197398761472

@gowithfrank

@evergreencopy Do you have content where you don’t include a CTA at all, or just make it a softer CTA? #CMWorld

@CMIContent

@atxcopywriter Well, come visit my site! #CMWorld

@bmassey

@ScottLum Thanks for sharing! #CMWorld

@CrowdContent

A6b) More ideas for conversions: visual storytelling, contests with prizes, invitation for online meet-ups. Let people know you. #CMWorld

@thinkdesignvis

@ScottLum @CrowdContent that’s an interesting study. Top-level on texts, it doesn’t work well either for us #CMWorld

@SocialSMktg

@mikemyers614 Cost/effort, also traditional thinking that you “fire all the guns at once” a that’s it. Opposite of digital theory #CMWorld

@tsledzik

@VeronicaWoodQue That’s unfortunate! It’s such an important tool to have. #CMWorld

@ExpWriters

A7: Must be serious about implementing Google AMP for any biz/org which invests in content #CMWorld

@lucasmillerwsu

Conversion is just conversation without the T&A. #cmworld https://twitter.com/MaureenOnPoint/status/699649753311682560

@bmassey

@tsledzik *sad face* #CMWorld

@mikemyers614

@CMIContent Yes to both! #CMWorld

@evergreencopy

@M2Franz Kind of silly, but any chance of a photo of the visual for an example? @MelEdits @mikemyers614 #CMWorld

@Bethanylcm

@MaureenOnPoint Now, if only we could add cute puppies to the mix, we’d really win the web 🙂 http://gph.is/19OeC6Q #CMWorld

@amywhiggins

Exactly. #cmworld https://twitter.com/cmcphillips/status/699650202106355712

@CTrappe

@martinjason @Youtube I’d be interested to hear the answer/s about this #CMWorld

@SocialSMktg

Some CTAs are getting me to never come back. Don’t be annoying. #CMWorld

@CTrappe

A7: Mobile auto-play has changed the way we produce video. You have to grab attention in less than 3 seconds with no audio. #CMWorld

@gowithfrank

@bmassey LOL. That is hilarious. #CMWorld

@MaureenOnPoint

Mobile optimized. #Cmworld https://twitter.com/expwriters/status/699649952100847616

@CTrappe

A6 Reputation management – in the form of reviews. #cmworld These can be captured before they’re published IE http://jturnersolutions.com/reputation-management/

@M2Franz

@suddenlyfrugal @lindadessau @kmullett Also, I can usually read the text of a video in less time. More efficient for me #CMWorld

@atxcopywriter

@bmassey Ha! #CMWorld

@CMIContent

A7) Improve mobile #UX with #responsivewebdesign , for conversions. Last thing you want is someone to say “wtf” to your content. #CMWorld

@thinkdesignvis

@Bethanylcm @MelEdits @mikemyers614 Challenge accepted! I don’t have one on hand but I’ll have it for you. #cmworld

@M2Franz

A7: “Mobile friendly” is a Google fabrication. Your mobile site should be uniquely mobile. #NoRWD #CMWorld https://twitter.com/ExpWriters/status/699649952100847616

@bmassey

@evergreencopy Always be wagging. #cmworld

@DogOfSEO

@CTrappe I usually x out. LOL #CMWorld

@SocialSMktg

A7: DO NOT REDESIGN YOUR WEBSITE TO GET A MOBILE EXPERIENCE. Yes, I’m shouting. #CMWorld

@bmassey

@amywhiggins Puppies are good… but I’m thinking we go with something a little more cutting edge: SLOTHS #CMWorld

@MaureenOnPoint

@amywhiggins @searchrook @patagonia Love this. #CMWorld

@evergreencopy

@DogOfSEO Works great for #branding @patagonia’s @harleydavidson https://t.co/1NdEZzvKw2 Nobody gets “Honda” tattoos ;~) #cmworld

@searchrook

I’m typing up a bunch of ideas, tips & lessons from you all right now as I reorganize my solo biz & redo website. Thanks! #cmworld

@MelEdits

@bmassey Great point! Kinda like saying your social should be interactive…well, isn’t that the point? #cmworld

@amywhiggins

A7: Never forget that there is a phone in a smartphone. Different calls to action, like click to call are a must. #CMWorld

@bmassey

#CMWorld – take note! https://twitter.com/bmassey/status/699650855985754113

@CMIContent

@gowithfrank @ScottLum As a designer/marcom guy I used to feel like an awkward hybrid – that’s changing because of these findings #CMWorld

@tsledzik

@ExpWriters good point #CMWorld

@SocialSMktg

@gowithfrank Agreed. When faced with a huge twitter stream, the most compelling images will stand out. Pic = 1000 words #cmworld

@ScottLum

@atxcopywriter @suddenlyfrugal @lindadessau @kmullett Yeah plus I know I don’t have the patience to sit thru a video. let me scan. #CMWorld

@robchristianson

@SocialSMktg Thanks, Ruby! #CMWorld

@ExpWriters

Thank you. #CMWorld https://twitter.com/bmassey/status/699650855985754113

@MaureenOnPoint

@robchristianson You must be watching looooooong videos. @atxcopywriter @suddenlyfrugal @lindadessau @kmullett #cmworld

@amywhiggins

Q8: What are some tools for setting up A/B tests? Measuring and analyzing conversion data? #CMWorld

Cue the bots. Yuck. #CMWorld

@mikemyers614

A6 Altering Formats, Purposeful Targeting, Managing Content Length, Empowering SEO #CMWorld https://twitter.com/CMIContent/status/699648201305907200

@kkopacz1

A7) Mobile-first! If your content can fit neatly in the palm of your hands, forget it. This was on the tablet that Moses chiseled. #cmworld

@martinjason

My stories are true but also performed for better playback. That leads to higher conversions. #HITMC #cmworld #boom two chats in one!

@CTrappe

@searchrook @DogOfSEO @patagonia @harleydavidson people definitely get Honda tattoos! #cmworld

@tonyxrandall

@JoyOmokore This goes back to asking them more about THEM, rather than shouting our message AT them. #cmworld

@MaureenOnPoint

A7: Have a completely separate site for mobile. Don’t use one site for both – diff. types of customers will access each place. #CMWorld

@evergreencopy

I do have content with no CTA, but not for a good reason. #CMWorld #cobblerschildren https://twitter.com/CMIContent/status/699650037060493312

@bmassey

@CMIContent A7. #Mobile #CRO https://www.searchenginejournal.com/5-indispensable-ways-convert-mobile-users/136206/ via @sejournal #CMWorld

@searchrook

@bmassey @bmassey @CMIContent If not redesign, then what should one do to improve mobile experience? #CMWorld

@thinkdesignvis

@evergreencopy A CTA could drive to another piece of related content. It doesn’t have to be an immediate “buy now” message. #CMWorld

@_goldengrams

When content becomes truly personalized A/B testing will become irrelevant. #CMWorld (I expect some disagreement.)

@CTrappe

@bmassey @CMIContent Hard to believe, but very true! Test, analyze, adjust, test again, etc.. #CMWorld

@kkopacz1

http://bit.ly/1RkWr3o Retweeted amywhiggins searchrook patagonia Love this. #CMWorld http://twitter.com/evergreencopy/status/699650943516737536

@shylovemea

@tsledzik @gowithfrank Good designers will rule the content marketing world. #cmworld

@ScottLum

@amywhiggins @atxcopywriter @suddenlyfrugal @lindadessau @kmullett No, just a short ADHD attention span. 😉 #CMWorld

@robchristianson

@CMIContent A7: Oh my gosh, just having a mobile site to start! I’m surprised by how many of the big guys still don’t #CMWorld

@atxcopywriter

@martinjason Q is whether those in charge of investing resources would agree w/out data. Perhaps testimonials become more valuable. #CMWorld

@JeremyDBond

A8: Many email newsletter providers allow you to do A/B split testing. Use it to your advantage when creating emails! #CMWorld

@ExpWriters

It can be the same site, but build your site to be responsive to any screen size. #cmworld https://twitter.com/evergreencopy/status/699651474901434368

@martinjason

@ScottLum @tsledzik @gowithfrank Ahem, writers may be in there too. 🙂 #CMWorld

@mikemyers614

@_goldengrams easy enough to slip in links to other content right in the text. No need for CTA. Create with this in mind. #CMWorld

@evergreencopy

@CTrappe I disagree. Minimized for sure, but we still need to know what people are responding to. #CMWorld

@cmcphillips

Yay #CMWorld https://twitter.com/CMIContent/status/699651201135083520

@bmassey

@tonyxrandall @DogOfSEO @patagonia @harleydavidson That’s what I said. They’re “nobodys” ;~) 😛 #cmworld

@searchrook

@lindadessau if you have a good marketing automation system, it kinda does do it in your sleep…#cmworld https://twitter.com/CMIContent/status/699651228335079424

@MaureenOnPoint

I once went as A/B testing for Halloween #cmworld http://authenticstorytelling.net/halloween-costumes-marketers/

@CTrappe

@cmicontent @bmassey conversation without conversion is just a hobby 🙂 #CMWorld

@SocialSMktg

@mikemyers614 Oh it’s so bad! #CMWorld

@CrowdContent

7: Think about video W/O sound, very interesting topic (best read of last week, from @shelholtz http://holtz.com/blog/facebook/why-are-pr-and-marketing-ignoring-the-hottest-video-trend/4591/ #cmworld

@tsledzik

@amywhiggins we did a cool “digital marketing minute” series a while back @cdkglobal that was perfect length for busy audience #CMWorld

@robchristianson

@atxcopywriter Amazing, isn’t it? #CMWorld

@CMIContent

@MaureenOnPoint Then I need me one of these! (Solo-preneur pricing, though) #cmworld

@lindadessau

@ExpWriters I agree with this. Good point! #CMWorld

@JoyOmokore

@MoCloFo Three great points – thanks, Clarissa! #CMWorld

@CMIContent

@cmcphillips many do. Way, way, way down the road it won’t be needed. #Cmworld

@CTrappe

@ScottLum (cough) Headlines (cough) #CMWorld

@mikemyers614

@evergreencopy Yeah, I often include CTAs in content I write, but feel like if I do it every time it loses weight/becomes obnoxious #CMWorld

@atxcopywriter

@ScottLum Very true! It’s unfortunate though that people don’t always take the time to read what they share! #CMWorld

@ExpWriters

A8: We have such AMAZING tools for testing, most with bad names. Visual Website Optimizer, Optimizely, Marketizator #CMWorld

@bmassey

@ScottLum Or authors, etc. We see that all the time! #CMWorld

@CMIContent

@bmassey @CMIContent You don’t know you are offering the best version if you haven’t tried different variations. #CMWorld

@babelquest

@JoyOmokore Thank you! 🙂 #CMWorld

@ExpWriters

@tsledzik @shelholtz Thanks! I missed that one. Bookmarking to read post- #CMWorld chat!

@cmcphillips

A8) Landing page plug-in for WordPress that allows for A/B #cmworld

@Serious_Vanity

@ScottLum @gowithfrank I needed that Scott, in fact I should post it on my wall on days I’m feeling doubt! #CMWorld

@tsledzik

@CTrappe Still funny! #CMWorld

@CMIContent

A8: A/B testing should be built into your email marketing system – make it as easy as possible! #CMWorld https://twitter.com/CMIContent/status/699651228335079424

@VeronicaWoodQue

@CTrappe Relevance is key. #CMWorld What attributes define “relevance” to you? https://twitter.com/cmcphillips/status/699650202106355712

@Rogercparker

We’ll spend the last few minutes asking @bmassey questions. Ask now! #CMWorld

@CMIContent

Consider a team of magic fairies in lab coats 😉 #CMWorld https://twitter.com/lindadessau/status/699651438608146433

@bmassey

@atxcopywriter @evergreencopy I guess this will depend on whether the CTA is suited to the content. If it is, it should flow nicely #CMWorld

@babelquest

More importantly: to my community (aka audience) #cmworld https://twitter.com/rogercparker/status/699652651261235201

@CTrappe

@amywhiggins no, that’s a great challenge tho but as an Instagram fan I may be cynical if its sponsored content. watch out for that #CMWorld

@robchristianson

@KyleAkerman Plus, if you’re on your mobile device, your fingernail won’t even work! #CMWorld

@CMIContent

Sad, but true MT @scottlum: Most people don’t read all(or any of a article) but will share a tweet based on good titles & graphics #cmworld

@JXB1Social

Good to know @ExpWriters I’ll need to see if @FeedBlitz does! #CMWorld

@suddenlyfrugal

Anything that blocks the text! I hear non marketers complain about it too, can def drive customers away #CMWorld https://twitter.com/CTrappe/status/699650473838555136

@atxcopywriter

@CTrappe YES! #CMWorld

@mikemyers614

@amywhiggins Why thank you! #MAGICNWONDER #SLOTHS #CMWorld

@MaureenOnPoint

@lindadessau Best of luck on that. =/ I feel your pain. #CMWorld

@MaureenOnPoint

We are already working with machine learning algorithms that will put split testing out of business. #cmworld https://twitter.com/CTrappe/status/699651683245133824

@bmassey

@bmassey could you please clarify what you mean by “do not redesign your website for a mobile experience?” #CMWorld

@gowithfrank

Awesome @CMIContent @bmassey Pop-up boxes asking people to subscribe. Good? Bad? #CMWorld

@suddenlyfrugal

A7. Our site is responsive. I’ll this here for Q7 #CMWorld

@SocialSMktg

@britewritelight not if it’s truly personalized. There will be no standard design. It’s a ways out #cmworld

@CTrappe

@suddenlyfrugal You can test open rates, clicks, etc. So worthwhile, especially when you’re launching a product/service. #CMWorld

@ExpWriters

@CTrappe Machines will do the personalization. The ideas are uniquely human #CMWorld

@bmassey

@CTrappe @atxcopywriter Worst are ones that are on mobile but aren’t mobile-enabled, so I can’t x out bc it’s bigger than screen #CMWorld

@cmcphillips

@cmcphillips @shelholtz Aren’t you watching videos at the office, out in public, waiting in line where playing sounds doesn’t fly? #CMWorld

@tsledzik

@robchristianson @atxcopywriter @suddenlyfrugal @lindadessau @kmullett thx for these tweets. Video should not be for video’s sake. #CMWorld

@JeremyDBond

@suddenlyfrugal @CMIContent @bmassey Bad. Just as bad as App Store popup review begs. #cmworld

@robchristianson

Have an editorial/content marketing mission statement? You could have it featured in an upcoming blog post. http://cmi.media/xiko #CMWorld

@CMIContent

Yeah @phollows thanks for letting me know. Will go check it out! @ExpWriters @FeedBlitz #CMWorld

@suddenlyfrugal

@cmcphillips @CTrappe @atxcopywriter Yes, or just off the screen to the right…can’t quite…oh never mind. #CMWorld

@mikemyers614

Salience=relevance x frequency #CMWorld https://twitter.com/Rogercparker/status/699652651261235201

@bmassey

@CTrappe Interesting, so design might also be personalized, thanks for the food for thought! #cmworld

@britewritelight

@_goldengrams @evergreencopy We fully agree. CTAs should be designed for each stage of the Buyer’s Journey #CMWorld

@babelquest

Thanks again to @bmassey for chatting with us! Hear Brian speak this September at #CMWorld in Cleveland! http://cm.media/bmxs

@CMIContent

So what is the optimal way to capture emails when people visit a blog/website? @robchristianson @CMIContent @bmassey #CMWorld

@suddenlyfrugal

@_goldengrams @atxcopywriter I just said that exact same thing! Super frustrating. #CMWorld

@cmcphillips

@atxcopywriter They’re starting to pop up everywhere! Especially on mobile. #CMWorld

@CrowdContent

A8: Google analytics experiment, A/Bingo to measure events, to test for statistical significance. #CMWorld

@JoyOmokore

@bmassey Spreading the love for “sticky content”! #CMWorld

@babelquest

Learn more about @bmassey on the @ConversionSci website: http://conversionsciences.com/blog/author/bmassey/ #CMWorld

@CMIContent

A7: @bmassey Never forget that there is a phone in a smartphone…like click to call are a must. #CMWorld Key idea! https://twitter.com/bmassey/status/699650991486951424

@Rogercparker

@atxcopywriter Yes, CTA-overload for me #CMWorld

@SocialSMktg

Thanks for the lively chat fellow marketers! I’ve got a lot to think about now #cmworld

@britewritelight

@suddenlyfrugal People have great results with a variety of things. Personally, I have a sticky sign-up box that does wonders. – RM #CMWorld

@ExpWriters

@CMIContent I’m still doing the dance on whether or not I can go. Stay tuned! #CMWorld

@MaureenOnPoint

@britewritelight I would. #CMWorld Good question, BTW.

@SocialSMktg

@suddenlyfrugal @bmassey That would be way fun. I’m still sorting out the details. #CMWorld

@MaureenOnPoint

@mikemyers614 @cmcphillips @CTrappe @atxcopywriter Sometimes it’s the floating social share buttons on the left that block text! #CMWorld

@_goldengrams

@suddenlyfrugal @CMIContent @bmassey Subscribe conveys too much commitment. Maybe “if you like this, then”… #cmworld

@robchristianson

7. Our site is mobile-responsive. I’ll leave this here for Q7 #CMWorld

@SocialSMktg

@ScottLum @bmassey Please make that come faster. #CMWorld

@MaureenOnPoint

We’re headed to Vegas! Join us at Intelligent Content Conference Mar 7-9. http://cmi.media/dbeo #CMWorld https://t.co/ncLW71ESXd

@CMIContent

Congrats to @ThisIsCorpGoth for being our big winner this wk for our #CMWorld social drawing! Books on the way! http://www.contentmarketingworld.com/cmworld-2016-hotel-prize-drawings-you-cant-win-if-you-dont-play/

@CMIContent

@suddenlyfrugal @CMIContent @bmassey but don’t prohibit to content (case by case – get email to nurture but no hard ask) #cmworld

@robchristianson

@suddenlyfrugal I would love that!! #CMWorld

@cmcphillips

@ScottLum @bmassey (This is the writer in me, but) machine learning will never replace human #content creation. Measurement, maybe. #CMWorld

@mikemyers614

@atxcopywriter @ScottLum @tsledzik @gowithfrank Definitely! It takes both. #CMWorld

@mikemyers614

What say you, #CMWorld chat? When do you anticipate this major shift? https://twitter.com/ScottLum/status/699654370913345536

@CMIContent

@mikemyers614 Thanks for tolerating my soapboxing today! haha #CMWorld

@MaureenOnPoint

@babelquest @evergreencopy Yep. That’s when I include it, when doing so feels natural. #CMWorld

@atxcopywriter

@bmassey @CMIContent Good chat! Good share 🙂 See you #CMWorld https://t.co/qjv67TTC5a

@thinkdesignvis

@mikemyers614 @CTrappe @atxcopywriter Exactly! Precisely what I was trying to say. #CMWorld

@cmcphillips

Just to be clear, should we redesign our website for #mobile?! 😉 @bmassey @CMIContent #CMWorld

@MoCloFo

@babelquest @mikemyers614 Exactly! #CmWorld

@kkopacz1

@suddenlyfrugal @CMIContent @bmassey Ok when you get to the end of the text, obnoxious at any other point #CMWorld

@atxcopywriter

You were on today, @M2Franz. Thanks for the insights! #CMWorld

@mikemyers614

Agree! Thanks, Maggie! #CMWorld https://twitter.com/mikemyers614/status/699655344209973249

@CMIContent

@MaureenOnPoint @suddenlyfrugal Hilarious, Maureen! Love the hashtag. #CMWorld

@cmcphillips

@MoCloFo @bmassey @CMIContent Good to think Mobile first then build content/features from there But don’t lose SEO value you have #CMWorld

@robchristianson

Make sure your theme is “mobile responsive” @MoCloFo @bmassey @CMIContent That’s the key #CMWorld

@suddenlyfrugal

A1 Content marketing build relationships that drive conversion. That doesn’t mean that content marketing always equals conversion #CMWorld

@Yanique_YKMD

A1 Content marketing build relationships that drive conversion. That doesn’t mean that content marketing always equals conversion #CMWorld

@theYKMD

@cmcphillips @suddenlyfrugal If you could see me, I’d be shaking my fist in the air like an old codger. #CMWorld

@MaureenOnPoint

Actually I think it should be #cleanupafteryourdog @cmcphillips @MaureenOnPoint #CMWorld

@suddenlyfrugal

@mikemyers614 @cmcphillips @suddenlyfrugal @MarcusThomasCle I LOVE the idea of it. #CMWorld

@MaureenOnPoint

@MaureenOnPoint @cmcphillips @suddenlyfrugal Yay for old codgers! Didn’t see you at any of the meetings… #CMWorld

@mikemyers614

@kmullett *kills self* #northwest4 eva #cmworld

@MaureenOnPoint

@mikemyers614 I like to keep my old codger-ness on the dee-ell. #CMWorld

@MaureenOnPoint

A2 Conversion is definitely NOT a nice to have, it is how a business thrives. However you must add value in SOMEWAY to convert. #CMWorld

@Yanique_YKMD

@MaureenOnPoint see, that’s just wrong. why would you WANT to live there? crazy. #CMWorld https://t.co/boN0ZymPIo

@robchristianson

A2 Conversion is definitely NOT a nice to have, it is how a business thrives. However you must add value in SOMEWAY to convert. #CMWorld

@theYKMD

@cmcphillips It’s definitely a significant behavioral shift we’ve likely all noticed subconsciously, so good on @shelholtz #CMWorld

@tsledzik

@mikemyers614 No thank you for asking the tough questions! #cmworld

@M2Franz

@MaureenOnPoint Well, you’re a better man than me…wait.. oh, you know. #CMWorld

@mikemyers614

Color me pretty! Use contrast colors to make your buttons standout, so visitors don’t miss them ? #marketing #cmworld https://twitter.com/cmicontent/status/699648201305907200

@ThinkContentTip

@ThinkContentTip I’m all for this. As long as your colors are on brand. #brandnazi #CMWorld

@robchristianson

@mikemyers614 I do come off a little strong sometimes. hehe #CMWorld

@MaureenOnPoint

@mikemyers614 All good… haha you’re making me laugh. I don’t think that the flat internet is our friend today. #CMWorld

@MaureenOnPoint

@ScottLum @bmassey we evolve. #CMWorld

@SocialSMktg

A4 As an all around creative, I can’t say any of these are mutually exclusive. A video is nothing without ac great message. #CMWorld

@Yanique_YKMD

A4 As an all around creative, I can’t say any of these are mutually exclusive. A video is nothing without ac great message. #CMWorld

@theYKMD

A4 As an all around creative, I can’t say any of these are mutually exclusive. Great image can really take copy to another level #CMWorld

@Yanique_YKMD

A4 As an all around creative, I can’t say any of these are mutually exclusive. Great image can really take copy to another level #CMWorld

@theYKMD