Content that Converts: A #CMWorld Twitter Chat with Jay Acunzo

jayacunzo_headshot_2014_hi_res_revWhat is the point of content? It needs to convert, to motivate your audience to do something. Easier said that then done in some cases, though.

Special thanks to Jay Acunzo who joined us on our recent chat about how to create content that converts. Jay will also be speaking at Content Marketing World from September 8 – 11.

See the upcoming schedule of #CMWorld chats as well as the transcripts from past events.

 

Let’s get started! Q1: How do you define conversions and why is it important to content marketing? #CMWorld

 

A1: Anything moving you further in the buyer’s journey (subscribe, lead-gen, but also case study or impt content consumption) #cmworld

@Jay_zo

 

A1: Defining conversions as engagement, as interest shown in content/company that aids in the buyers’ journey. #CMWorld

@heyheyman

 

A1: I want to emphasize the last part: conv. doesn’t mean only leads! Watching a case study or demo can be super valuable #CMWorld

@Jay_zo

 

A1 Conversion = getting the content consumer to take the next step you want them to…whatever that might be. #cmworld

@tracibrowne

 

A.1 Conversions are any positive action – sales, leads, signups, engagement, content consumption etc. Usually depends on goals. #cmworld

@debng

 

A1: Conversions include engagement & mobilizing your audience. It might not be seen every day but you know you are developing it. #cmworld

@hewettripley

 

@heyheyman @Jay_zo I couldn’t agree more, sometimes engagement can move you further in the journey! #CMWorld

@rjlcor

 

A1: Conversions can happen at any level, depending on goals. For example, writing a piece to get more social followers or shares #CMWorld

@Erin_E_Palmer

 

@ardath421 @tracibrowne but what is that next step? Lead? #CMWorld

@rjlcor

 

A1: We see conversion is any measurable progress toward a purchase. #CMWorld

@mikemyers614

 

@BostonContent @Jay_zo Thanks for letting your community know! #CMWorld

@CMIContent

 

@CMIContent good morning! I was listening to the #ThisOldMarketing podcast at the gym! #cmworld

@SFerika

 

@rjlcor @ardath421 @tracibrowne Depends on your biz model. Does your sales need leads? Do you have no blog subscribers? etc #CMWorld

@Jay_zo

 

@Jay_zo You’ll learn (if you don’t know already) that @tracibrowne and this #CMWorld chat group is a smart bunch!

@CMIContent

 

@CMIContent @BostonContent My pleasure! #CMWorld

@Jay_zo

 

@rjlcor Whatever the goal is – could be as simple as a click or view to start it off, then a form download or a follow, depends #cmworld

@ardath421

 

@rjlcor next step depends on your goals…not always a lead or a buy #cmworld

@tracibrowne

 

A1: Engagement and ability to mobilize your audience with unique calls to action #cmworld

@hewettripley

 

@ardath421 Makes sense, and it all goes back to keep them engaged #CMWorld

@rjlcor

 

Q2: What are the most important conversion metrics for your business? #CMWorld

 

@hewettripley Very true – and there are ways to see that you are developing it – even anecdotally and intuitively. #CMWorld

@CMIContent

 

A2: @NextViewVC invests in early startups & doesn’t have any “DR” metrics. When I was @HubSpot: leads & MQLs, mostly #cmworld

@Jay_zo

 

A2: Depends on the client. For some it’s qualified leads. For others, it’s the sale. #CMWorld

@SueBrady

 

A2: The HS team also uses content to drive app usage by existing customers (blogging guide>> CTA to use the tool). Great use! #cmworld

@Jay_zo

 

A2: and for others, it’s pure engagement (reading and sharing). #CMWorld

@SueBrady

 

A2: Leads and cost per lead are the most important conversion metrics. But measure engagement (clicks, likes, RTs, etc.) too. #CMWorld

@heyheyman

 

@Erin_E_Palmer Agree – even if followers/shares don’t = conversions, it’s a place to start to grow audience. #CMWorld

@CMIContent

 

A2. Again, it depends on goals. Metrics are rather ambiguous and taken on a case-by-case basis. #cmworld

@debng

 

A2 for most of the startup folks I’m working with, signing up for a paid subscription is the key conversion metric #cmworld

@SFerika

 

A2. My company is pretty narrow when it comes to #content – they want downloads & leads only! #cmworld

@eccushing

 

A2 For some clients it’s requesting product info or reaching out to rep, others it’s email signups, others customer satisfaction #cmworld

@tracibrowne

 

@debng could not agree more! So true, so easy to lose sight of (for some reason?) #cmworld

@Jay_zo

 

A2 subscribing to the blog or signing up for a free trial would be secondary #cmworld

@SFerika

 

A2: behavior that develops relationships – that next level of engagement that brings dialogue #cmworld

@ardath421

 

@SFerika That’s been my habit the past few weeks! #CMWorld #thisoldmarketing

@cmcphillips

 

 

 

A2: When reporting conversions: tell boss biz objectives (leads, customers, etc.) but study/tweak stats like views, shares #cmworld

@Jay_zo

 

@Jay_zo Every brand has a different goal, and thus, different strategy and metrics. It’s hard to blanket that. #cmworld

@debng

 

@CMIContent Just joining #CMWorld. Sorry I’m late!

@KyleAkerman

 

A2 Finding data for your company & using effectively is critical. Won’t be the same for everyone, but data-driven is only way fwd. #cmworld

@moveo

 

A2: Brand recognition, loyalty, and advocacy aren’t easily measured, but engagement and referrals give you an idea #cmworld

@hewettripley

 

@heyheyman Very similar takes & cant help but agree. Cheers! #cmworld

@Jay_zo

 

A2) Traffic, Interaction, & even Sales. Really depends on the clients @CMIContent #CMWorld

@weareboogie

 

A2: How much it cost to acquire a customer and where they are coming from #cmworld

@Ebyline

 

A2- Metrics must support a specific goal. Could be traffic, inquiries, leads or engagement. Each have their benefit. #CMWorld

@Erin_E_Palmer

 

This chat is moving at a fast & furious pace today! #content #cmworld

@eccushing

 

@KyleAkerman Welcome, Kyle! Just on Q2 now. #CMWorld

@CMIContent

 

Hello @CMIContent, joining into #CMWorld chat late, but great questions so far.

@weareboogie

 

@debng Yup, definitely #CMWorld

@Jay_zo

 

@lttlewys Hey, girl! #cmworld

@debng

 

A1: Conversion is specific goal attainment! Know where you’re growing, to know where you’re going. Hi @Jay_zo thought I’d pop by #CMWorld

@CarlaDewing

 

@debng Hey Deb!! Fancy meeting you in a chat like this 😉 #CMWorld

@lttlewys

 

@eccushing I was thinking the same thing! Chatty bunch today – I love it! #CMWorld

@cmcphillips

 

Q3: Why is original content so critical in efforts to increase conversions? #CMWorld

 

@CMIContent Exactly. Leads or purchases can’t come without bringing the right people to the site first. #CMWorld

@Erin_E_Palmer

 

@CMIContent Nice! I love this week’s topic. #CMWorld

@KyleAkerman

 

@cmcphillips makes multitasking tough! #worthit #chataddict #cmworld

@eccushing

 

A4: Original content isn’t as much of a point as relevant content – context is important 🙂 #cmworld

@ardath421

 

Good morning. #cmworld

@SusynEliseDuris

 

A2 It’s important to figure out what’s right for you…not to worry about other people’s conversion metrics #cmworld

@tracibrowne

 

A3: Original content engages your audience, adds value to the conversation and encourages interaction/engagement/sharing. #CMworld

@heyheyman

 

A3: Conversion CTAs ask more of readers, so you better add more value. Tougher to do so if it’s not original content #cmworld

@Jay_zo

 

@SusynEliseDuris Hi Susyn! Welcome! #CMWorld

@CMIContent

 

A3. Original content lets your brand shine, & offers real value to YOUR audience. There’s no “one size fits all” content piece #cmworld

@eccushing

 

A3 Demonstrate thought leadership & expertise, provide value unique to your products or services and leads follow. #cmworld @cmicontent

@moveo

 

A3: Info/content overload today means you have to be original to make those meaningful connections that will lead to conversions #cmworld

@hewettripley

 

A3: My guideline for conv-focused content is “save them time & money.” If a piece doesn’t, conversions wont come. #cmworld

@Jay_zo

 

A3 well, if your content isn’t original and it can be gotten anywhere else…then what makes you worth listening to? #cmworld

@tracibrowne

 

A3: Ebooks don’t save ppl $ (tons of free ones exist) or time(long reads). Free templates & other utility content wins now #cmworld

@Jay_zo

[ML1] 

@tracibrowne Yes – we touched on something similar in that regard last week – I believe with @ardath421, right? #CMWorld

@CMIContent

 

A3: Dare I say it…content shock. Original content breaks through because it’s created specifically for your audience, their needs #CMWorld

@mikemyers614

 

A2 The most important metrics / KPIs need to be tied to ROI and Engagement. #cmworld

@RyMontano

 

A3. Not having original content is like being @ the prom & three girls are wearing your dress. You blend in rather than stand out. #cmworld

@debng

 

@shannoncason If you are free now you should check out #CMWorld chat. It’s all about content marketing 🙂

@KyleAkerman

 

@mikemyers614 It also breaks up much of the same ol’. We’ve noticed that ourselves. #CMWorld

@cmcphillips

 

@mikemyers614 And in your voice… #cmworld

@lindadessau

 

A2: Growth, however you choose to measure it. #CMWorld

@CarlaDewing

 

@CMIContent @tracibrowne I have no idea – that was a week ago 🙂 #cmworld

@ardath421

 

A3: People get BORED. If they’ve seen it before, they aren’t interested. It’s much easier to lose someone’s attention than gain it. #CMWorld

@Erin_E_Palmer

 

@Jay_zo Absolutely. If they do not see content as helping them, they will move on. WIIFM has to be top of mind. #cmworld

@SusynEliseDuris

 

A3 compelling original content helps you stay top of mind w/your audience, and builds their affinity for your brand #cmworld

@SFerika

 

A3) Original content is more likely to be shared. It is also more engaging for the viewer. @CMIContent #CMWorld

@weareboogie

 

@CarlaDewing Hey and thanks for joining in! #CMWorld

@Jay_zo

 

A3: You want your content to teach something new about the brand, not just something new. In this case, sharing isn’t caring. #cmworld

@twoislikeme

 

We have found that content from @cmicontent team members or original research converts well. I think it’s bc it’s unique to us #cmworld

@michelelinn

 

@tracibrowne @debng But did you wear it best? You may be the only one remembered/found #CMWorld

@rjlcor

 

Sorry I’m late for #cmworld! Hi everyone!

@vegecomgirl

 

Metrics that matter to your biz: MT @ardath421 Behavior that develops relationships – that next level of engagement #cmworld

@PMItv

 

@ardath421 @tracibrowne True! Something along the lines of don’t measure your success against others’ – benchmark against yourself. #CMWorld

@CMIContent

 

Admittedly, as a writer first, marketer 2nd (in the past anyway), I have a bias towards great, original work 😉 #cmworld

@Jay_zo

 

@rjlcor @tracibrowne People don’t really talk about who wore it best, just that you all bought off the same rack. #CMWorld

@debng

 

A3. But I agree that everything needs to be relevant and contextual. So very important regardless is content is original or not #cmworld

@michelelinn

 

A3: It’s tough to position yourself/your brand as a “thought leader” if you’re mostly curating instead of writing original content. #CMWorld

@_goldengrams

 

We often think people get bored because WE’ #cmworld

@ardath421

 

Here, here! MT @Jay_zo: As a writer first, marketer 2nd (in the past anyway), I have a bias towards great, original work 😉 #cmworld

@lindadessau

 

Yes! > MT @debng A3. Not having original content is like being @ the prom & three girls are wearing your dress. You blend in. #cmworld

@mikemyers614

 

@vegecomgirl Hi Carmella! Also a heads up – your content marketing idea you sent us will be on our CMI @facebook page tomorrow! #CMWorld

@CMIContent

 

A3. Original content can define you as a brand. It shows audience who you are, why you’re in biz & promotes dialogue and exchange #CMWorld

@vegecomgirl

 

Create content that solves problems, relates with your audience and shows your CARE! #CMworld http://t.co/HQh0d7yNtG

@iSocial_Fanz

 

We often think people get bored because WE’VE seen it so much. Often they haven’t. #cmworld

@ardath421

 

Q4: How can curated content lead to increased conversions? #CMWorld

 

@hewettripley Thanks for the follow (waving from Barrie!) – nice meeting you at #CMWorld chat!

@lindadessau

 

A3: Having original content creates credibility and trust #cmworld

@Ebyline

 

Gotta agree w/ @ardath421 – keep your core story woven into each piece. You hear it daily, audience doesn’t! #cmworld

@Jay_zo

 

A3. It sets your tone/voice in the public space. From there, you use curated to support, build & grow through audience and peers #cmworld

@vegecomgirl

 

@ardath421 but if it’s all ready out there why add to it? Even with your own take…isn’t it still same old same old? #cmworld

@tracibrowne

 

@ardath421 Yes! We feel that way a lot when we go to repurpose something. We’ve seen it countless times but they haven’t. #CMWorld

@CMIContent

 

@SFerika Hey there lady!! #CMWorld

@vegecomgirl

 

A4: Curated content only adds true value if you add your ideas to it. A spin on “original” #cmworld

@ardath421

 

A4: Curated content can lead to incr. conv. if you are providing something valuable to your audience. #CMWorld

@SueBrady

 

@CMIContent @facebook Awesome!! Can’t wait to see it #CMWorld

@vegecomgirl

 

A4: Create and curate content that adds value to your community. Add your own comments and encourage conversation. #CMworld

@heyheyman

 

A4: Establishing yourself as subject matter experts makes consumers more likely to look to you when a purchase is necessary. #CMWorld

@jasondominy

 

.@CMIContent A3: Conversions should revolve around a brand story, and it’s original content that communicates that best. #CMWorld

@CarlaDewing

 

A4 Don’t even get my started on curated content…I think many people like to call stolen content, curated content #cmworld

@tracibrowne

 

A4: You become the go-to source of info when you post curated content, letting your audience work less to stay in the know. #cmworld

@hewettripley

 

A4: Curated content reinforces your expertise in your topic area, especially if you stick to core themes. #cmworld

@lindadessau

 

Content must be relevant to the user, engaging & presented in an easy-to-follow manner. Conversions will follow. #cmworld

@FiveOneDigital

 

@ladyluck34 Hi Mandy! We’re on Q4 now. #CMWorld

@CMIContent

 

A4: (2 tweets). Curation is fastfood. Once in awhile, fine. But give me homecooked most nights…says the Italian 😉 #cmworld

@Jay_zo

 

A4: (2/2) Golden rule still applies tho: curated or original, it better save me time or $ for me to take action, convert #cmworld

@Jay_zo

 

A4. People appreciate those who can “connect the dots.” If you do that well, you can convert. All depends on your goal #cmworld

@michelelinn

 

Wait. Did I just see a new feature on @twitter in displaying notifications! Wow. Hopefully, I’m not too late on that news #CMWorld

@vegecomgirl

 

.@ardath421that’s why it’s “curated” – you have to provide context to users, otherwise you’re only collating content #cmworld

@eccushing

 

Said it better than I could. MT @Jay_zo A4: (2 tweets). Curation is fastfood. Once in awhile, fine. Give me homecooked most nights. #cmworld

@debng

 

@iSocial_Fanz #CMworld Spot on!

@TSNN_com_US

 

You’re all invited to my Food Analogies About Marketing Twitter chat, by the way 😉 #cmworld

@Jay_zo

 

@Jay_zo That’s awesome. #CMWorld

@CMIContent

 

Not sure the curated v’s original content debate is important. RELEVANCE is the key + 3T’s =Targeted Timely Thoughtful #CMWorld

@folkloremrktng

 

@eccushing If only adding value was the norm for curation 🙂 #cmworld

@ardath421

 

A4 – it’s all about the annotation. If you comment on it and why it is impt to your audience, the #content will grow legs. #cmworld

@SusynEliseDuris

 

Curated content is terrible for the brand. Quick fix for content but if users (or search engines) catch on, you’re in trouble. #cmworld

@FiveOneDigital

 

A4. It’s hard to be considered and expert when it’s all about someone else’s content, though. #cmworld

@debng

 

A4. We have curated our own original content (a hybrid approach) around topics, and that usually works well #cmworld

@michelelinn

 

A4 curated content shows you actively seek to understand your industry, and are keeping up with what others are saying/doing #cmworld

@SFerika

 

A4) Curated content is a great way to fill your blog with the newest topics & increase traffic @CMIContent #CMWorld

@weareboogie

 

A4: Curated content can capture the attention of the original creator & if credited appropriately can help you gain an ambassador. #cmworld

@twoislikeme

 

@CMIContent Thanks! I think I’m about there in the discussion. Lots of great stuff so far in Q1-3. #CMWorld

@ladyluck34

 

@Jay_zo Ha! Sounds delicious. #CMWorld

@CMIContent

 

A4 When I see posts “top 3 stories this week” I think too lazy 2 come up w/something themselves or incapable of adding real value #cmworld

@tracibrowne

 

A4 similarly, if you produce content that never quotes a 3rd party source, you have to wonder if it’s all opinion or appropriated #cmworld

@SFerika

 

@Jay_zo I was just revisiting the #cmworld transcript from the design chat with @dougkessler, and there was a lot of talk of bacon 🙂

@michelelinn

 

Seeing lots of chats about me-me-me. (Curate or original? What tech? etc.) More impt is *reader* POV! “What in it for me?” #cmworld

@Jay_zo

 

.@ardath421 ugh I think I spend a gazillion hours explaining the diff. twixt curation & collation #roughestimate #mathishard #cmworld

@eccushing

 

@CMIContent Curating your own original content is the best approach. When you make it all about everyone else’s content it dilutes. #cmworld

@debng

 

A4. Curated esp. #ugc has to be relatable & relevant to your audience & strategy. Done well, it builds presence & engagement #CMWorld

@vegecomgirl

 

@Jay_zo What value does it add. Why is it relevant? #CMworld

@heyheyman

 

@SFerika Yes, brands need a balance of curated and original content. #CMWorld

@mikemyers614

 

@FiveOneDigital Well, conversions will follow if content is publicised well and other aspects. No black and white #cmworld

@MontseCano

 

A4: Curated content is an opportunity for building community and trust. Your audience will appreciate learning new resources. #CMWorld

@Erin_E_Palmer

 

@twoislikeme That’s a great way to look at it! #CMWorld

@CMIContent

 

.@Jay_zo Yes! I think @HubSpot is fantastic at providing customer-centric content; they rarely mention themselves #Boston #cmworld

@eccushing

 

A4 Curated content to me just means you know who the thought leaders are and they don’t live in your company but in someone else’s #cmworld

@tracibrowne

 

@Erin_E_Palmer Yes – by simply bringing a great resource to your audience, that’s value in itself. #CMWorld

@CMIContent

 

@michelelinn @Jay_zo @dougkessler Mmmmm. Bacon. #CMWorld

@mikemyers614

 

@heyheyman No reader cares what marketing tactic you deployed yet we discuss it enough to lose sight of the reader. You’re spot on #CMWorld

@Jay_zo

 

Don’t you love it when people retweet your typos? #cmworld

@debng

 

Q5: What are some of the best forms of original content you’ve found to increase your conversions? #CMWorld

 

@SFerika True. And especially vital if you’re trying to reach the c-suite. They want research, 3rd party opinions, etc. #cmworld

@SusynEliseDuris

 

A4: curated content is OK as gap filler, so social timeline isn’t me-me-me – but it’s not a primary strategy. #cmworld

@L2myowndevices

 

A4 curating content is also a great way to get to know industry thought leaders you might want to partner with later #cmworld

@SFerika

 

A5: Utility content (eg templates, workbooks). In many industries, ppl have plenty of education, now want help EXECUTING #cmworld

@Jay_zo

 

A5: But it’s SO specific to ur buyer persona. Develop that to figure out content types, tone of voice, etc. that they prefer #cmworld

@Jay_zo

 

A5: Give stuff away – whether it be eBooks, whitepapers, templates, etc. Ask for a little information in return. People will. #CMworld

@heyheyman

 

@CMIContent @Ebyline ai believe curated can also earn you respect and visibility if properly credited. #cmworld

@MontseCano

 

.@CMIContent Q5: Video! Even better, a video launch supported by a bustling blog tour. #CMWorld

@CarlaDewing

 

A5: Is ur buyer stressed? Playbooks or snackable. C-level? Data/Vision. Be “Content-as-a-Service” based on *your* buyers #cmworld

@Jay_zo

 

Give, Give & Give some more… it will create ambassadors and advocates that will become your loyal evangelists! #CMWorld

@iSocial_Fanz

 

A5 I’ve found the best form of original content is walk-troughs and how-tos on SlideShare: tips and tools that help my audience! #cmworld

@hewettripley

 

@heyheyman My problem with freebies is that usually the people who come for free stuff never want to buy. They download & disappear #cmworld

@debng

 

@CMIContent Tip driven content #CMWorld

@HLDNOW

 

A5 e-books (lead gen), YouTube “how to” videos (customer retention) and feature articles in trade pubs (thought leadership) #cmworld

@tracibrowne

 

@ardath421 True! #cmworld

@MontseCano

 

@Jay_zo We’re seeing that with our event in Sept. Intermediate/advanced sessions/help w/execution. #CMWorld

@CMIContent

 

A5 meaty e-books with actionable ideas and templates have converted well, as have webinars w/customer case studies #cmworld

@SFerika

 

@debng They might not want to buy today, tomorrow, next week or even next month. But down the road they will come back. #CMworld

@heyheyman

 

@Jay_zo We see the same thing at @cmicontent. People love templates, checklists and workbooks! #cmworld

@michelelinn

 

@Jay_zo Agree. A lot of content out there provides the strategy without the tactics. Execution. knowhow. is. very. impt. #cmworld

@SusynEliseDuris

 

A5: Regardless of the tactic, original #content needs to tell a story. #CMWorld

@mikemyers614

 

@debng @heyheyman Until you need what they provide and they remember you. #CMWorld

@SueBrady

 

A5: Ripping current events and putting your own spin works well! Putting that little piece of your brand into a major topic #CMWorld

@trevortheking

 

@debng Also will start to realize what your company has to offer – the content and thought leadership. They’ll be back. #CMworld

@heyheyman

 

A5. Education content -webinars, eBooks, etc. Something where the other person benefits and sees the benefits of continuing. #cmworld

@debng

 

@SFerika amen to templates…in the events world they are considered gold…those and checklists #cmworld

@tracibrowne

 

@L2myowndevices Are you talking about brands, tho? #CMWorld

@MontseCano

 

@vegecomgirl Cool, right? I just noticed that yesterday 🙂 #CMWorld

@KyleAkerman

 

@heyheyman Most definitely. We see this a lot with much of our content. #CMWorld

@CMIContent

 

I agree – unfortunately that’s the hard part for many MT @mikemyers614: A5: Original #content needs to tell a story. #CMWorld

@ardath421

 

@heyheyman I don’t disagree. There are benefits to free for sure. But I notice a chunk of people who come for the free & nothing else #cmworld

@debng

 

A5. Videos, incl. web series have been effective. For major launches, use them to as fun & to tell a story, but not salesy. #cmworld

@vegecomgirl

 

Amen Sister! @ardath421 “Curated content only adds true value if you add your ideas to it. A spin on ‘original'” #cmworld

@TRiesterer

 

@debng It’s hard to measure ROI from content and social media. But if you believe in it it’ll work. #CMworld

@heyheyman

 

Important caveat-make you deliver on your content promise. Was recently burned by a lead gen campaign that didn’t, made me sad 🙁 #cmworld

@eccushing

 

@KyleAkerman It is. I rather like it #CMWorld

@vegecomgirl

 

MT @vegecomgirl A5. Videos incl web series have been effective. For major launches use them as fun to tell a story but not salesy. #cmworld

@hewettripley

 

@ardath421 Opportunity! #CMWorld

@mikemyers614

 

A5 – I still find the white papers, how- to’s around tech products, demos and other videos, etc. pull the most. #cmworld

@SusynEliseDuris

 

@heyheyman Like anything else, you can’t set it and forget it. You have to make sure you stay in people’s minds. #CMWorld

@debng

 

@trevortheking Yes – when relevant. Newsjacking can be really great, or can be a disaster if not done well. #CMWorld

@CMIContent

 

@debng Absolutely. #CMWorld

@heyheyman

 

One use case for curation: Summarizing an event using “voice of customer” on social media (eg @storify) #CMWorld

@ChrisKimSW

 

MT @SusynEliseDuris I still find the white papers, how- to’s around tech products, demos and other videos, etc. pull the most. #cmworld

@hewettripley

 

A5: Utility content is great. Telling original stories also works for a lot of audiences. A powerful POV can lead to conversions. #CMWorld

@Erin_E_Palmer

 

@tracibrowne agree! I had a content writer tell me it was condescending to include a comm template in an eBook once…um, no #cmworld

@SFerika

 

A5) Blogs & post, which deliver as educational. Also, videos are a good form of original content. #CMWorld

@weareboogie

 

@cmicontent Have you seen the latest HBR cover, with a big orange circle in the middle? 🙂 #cmworld

@NenadSenic

 

howdy my content kings and queens #CMWorld

@Brewbom

 

MT @Erin_E_Palmer: A5:Utility content is great. Telling original stories works for audiences. Powerful POV can lead to conversions. #CMWorld

@CMIContent

 

A5: Content that helps your audience envision using your product/service and how it will benefit them. #CMWorld

@_goldengrams

 

Q6: How much information do you request on lead forms? Have you found that sweet spot on the “right” number of questions to ask? #CMWorld

 

Ebooks are like chicken. Everyone eats it, good investment, but no one you serve gets super excited. (what? It’s lunchtime) #cmworld

@Jay_zo

 

.@SFerika @tracibrowne free, useful stuff (esp. templates) are rarely condescending #cmworld

@eccushing

 

@debng @heyheyman Agree, build the relationship so people are eager to not only chat but support you 😉 #CMWorld

@lttlewys

 

@SFerika I like that you pointed out the case studies. So many fall flat on it and just come off as just a pitch then education #CMWorld

@vegecomgirl

 

A6: Short answer, no. Long: some forms u see are longer because of lots of testing done. Start short, test, & iterate. #cmworld

@Jay_zo

 

Lots of people say ‘content is king or queen’ I say the content creators are the kings and queens of marketing #cmworld

@Brewbom

 

@Brewbom Hi Andy! Just saw your email and here you are! Glad you’re here. #CMWorld

@CMIContent

 

A6: When asking for info, the shorter the better, especially thinking about mobile. Name, email, company up front; more info later. #CMworld

@heyheyman

 

A5: Curated content around whatever industry it is you’re in. Offer value to your customers, and they’ll add value to you. #CMWorld

@jasondominy

 

A6: But on a lead form if u don’t know where to start, ask Sales: What 1-2 tidbits help u engage better & close more? #cmworld

@Jay_zo

 

@MontseCano reader fatigue sets in if convo is exclusively brand-sourced. Surface issues, find others talking about them. #cmworld

@L2myowndevices

 

@SusynEliseDuris I download whitepapers when reporting…get a call…say I’m writing article on topic all they hear is – not a cust #cmworld

@tracibrowne

 

@Brewbom what a bunch of BS! #CMworld

@jvanrijn

 

@NenadSenic I haven’t, other team members may have. Will look after chat! #CMWorld

@CMIContent

 

@eccushing @tracibrowne and having spent a lot of my career writing comms for execs, I KNOW they want templates to customize! 🙂 #cmworld

@SFerika

 

The 10 Plagues of Visual Content Marketing (with actionable tips!) http://ow.ly/vOHj4 #cmworld #contentmarketing

@heidicohen

 

@heyheyman Agree with @debng , there’s also the permanent information overload issue. Never doth it leave us be. #CMWorld

@CarlaDewing

 

@Jay_zo Keep it short, especially thinking about mobile. Imagine a Twitter lead-gen card that is 10 fields. No way. #CMworld

@heyheyman

 

A6. Ask for as little as possible – you can always follow up for more info. Each field increases drop-off % by 1% #cmworld

@eccushing

 

@jvanrijn sweet! god morning to you as well #CMWorld

@Brewbom

 

A2. If you make people jump through too many hoops or request their first born, you’ll lose them. With that said… #cmworld

@debng

 

@jvanrijn @Brewbom Join in the chat, Jordie! #CMWorld

@CMIContent

 

A6: Interesting trend I’ve seen: Collecting only email can lead to more customers down the rd via nurturing, vs huge form to start #cmworld

@Jay_zo

 

@Brewbom hello there! #cmworld

@SFerika

 

@SFerika @tracibrowne People LOVE templates! I wrote my husband a template for our wedding vows because he was so nervous to write. #CMWorld

@Erin_E_Palmer

 

A2. Email address and maybe Twitter. Somewhere you can engage both publicly and privately. #cmworld

@debng

 

(It just make take longer to nurture them than hand over a batch of leads with tons of info filled out) #cmworld

@Jay_zo

 

A6 Less is better…then keep building on info collected with each download/interaction #cmworld

@tracibrowne

 

A5 – and commenting on research papers from industry analysts. #cmworld

@SusynEliseDuris

 

A6. We’re getting into this for #ecommerce in trying to determine the right # of Qs & forms. A bit of experimenting in the works #cmworld

@vegecomgirl

 

@tracibrowne You have right to feel that way if you are the intended audience for the content. Many times us marketers are not 🙂 #CMWorld

@KyleAkerman

 

A6: Forms should only collect info needed to continue the conversation – think progressive info #cmworld

@ardath421

 

A5: Content that gives the desired demographic what they want while also getting me what I need, without anyone feeling “sold.” #cmworld

@twoislikeme

 

@L2myowndevices Yes, boring and pointless. #cmworld

@MontseCano

 

A6: Short: Name, E-mail, website, and primary interest. #cmworld

@hewettripley

 

That was supposed to be A6. Not A2. #cmworld

@debng

 

A6: and if you remember prior visitors and can pre-pop their info., that’s even better #CMWorld

@SueBrady

 

@vegecomgirl Too often they fail to tell a real story w/a use case others can relate to. I recently wrote a fun one #cmworld

@SFerika

 

The tweets are flowing here – can hardly keep up! #cmworld

@eccushing

 

A6: #cmworld Always Job Title – need to know if a decision maker or not

@TSNN_com_US

 

Smart! @Jay_zo: A6: On a lead form if u don’t know where to start, ask Sales: What 1-2 tidbits help u engage better & close more? #cmworld

@michelelinn

 

@Jay_zo Question for now or later – what are your thoughts on progressive profiling? #CMWorld

@CMIContent

 

best Q I heard on what to get from prospects – @rapleaf CEO “What’s 1 piece of data on your customers that would change your biz” #CMWorld

@Brewbom

 

Good morning everyone.. Ready for another great chat! #CMWorld

@therealconsummo

 

A6 – People sometimes ask too much. Just the basics. You have to earn their trust first. #cmworld

@SusynEliseDuris

 

A6 I lie on those forms all the time…I’ll admit it #cmworld

@tracibrowne

 

@ardath421 So. Freaking. Important. Wish more folks realized! #cmworld

@Jay_zo

 

@CMIContent A6 Try to keep your lead form brief and to the point. name, title, email. Hate giving phone # b/c don’t want cold call #cmworld

@SFerika

 

@eccushing Interesting! Do you have research that shows that? Would love to see. #CMWorld

@CMIContent

 

@Jay_zo Me too! It’s like a holy battle to get reduced fields on forms… #cmworld

@ardath421

 

A6 I once saw a form when scanning a QR code to get a white paper that had over 20 mandatory fields #mobilefail #cmworld

@tracibrowne

 

@tracibrowne Don’t get me started on how much over-gating of content is going on. #CMWorld

@SusynEliseDuris

 

@therealconsummo Good morning! About halfway through – on Q6 now! Thanks for being here. #CMWorld

@CMIContent

 

.@JiskaStaal @CMIContent @debng The horror! #thestruggleisreal #CMWorld

@eccushing

 

Q5 Having a great topic & a great thought leader! Example this White Paper by @jimsterne http://bit.ly/1p7arRw #CMWorld

@RyMontano

 

@Erin_E_Palmer I love that! Giving people something to start at and make their own is a true service @tracibrowne #cmworld

@SFerika

 

Is gating content so bad? Eventually it has to get monetized. To me the problem is getting a cold call a millisecond after I submit #CMWorld

@PatrickHayslett

 

@CMIContent @eccushing Me too! I could use some stats on this as ammunition. #CMWorld

@Erin_E_Palmer

 

to me over-gating is a fear reaction from orbs that don’t have faith in their product & process and don’t nurture #CMWorld

@Brewbom

 

The trick with forms is understanding that completion does NOT equal a LEAD #cmworld

@ardath421

 

BTW, downside to huge forms can be cluttering the funnel w/ lots of fake info (if your content is good). Sales wont be happy #cmworld

@Jay_zo

 

Q7: What tools have you found most useful in your content conversion strategy? #CMWorld

 

.@PatrickHayslett I think the key is gating the right content. Don’t make me do a song & dance for a small thing.& PREACH! #cmworld

@eccushing

 

A7: @unbounce for landing pgs & @Wistia for video data/hosting are powerful (W has CTAs to overly video – slick!) #cmworld

@Jay_zo

 

Just in time for #CMWorld – while I’m on here, if anyone’s on the lookout for a freelance copywriter, I’m taking on new projects right now!

@joapet

 

A7: Not necessarily “conversion” tech but since design does so well to draw/convert audience, @Canva is un.freaking.real! #cmworld

@Jay_zo

 

@Jay_zo And I like to keep @PeterLoibl and @custom_publish happy! #CMWorld

@cmcphillips

 

@PatrickHayslett I HATE THAT! If you call me right as I am opening that e-book I just downloaded, I do not want to talk to you yet. #CMWorld

@SFerika

 

.@eccushing Very much agree! Content is becoming so commoditized that I think some needs to be gated. #CMWorld

@PatrickHayslett

 

@Jay_zo @Canva I have been using canvas a LOT lately, use them for every blog post now. #cmworld #design

@Brewbom

 

@ardath421 I waver b/w fighting the good fight & curling up in a ball at home 😉 #CMWorld

@Jay_zo

 

A6 Very dependent on company & needs (think B2B) – essential to be precise & get what’s needed to nurture effectively #cmworld @CMIContent

@moveo

 

@joapet Hi Jo! Great to see you! #CMWorld

@CMIContent

 

ok @tracibrowne, there is too much overgating of content. What it does, a lot of times, is not gen a lead but alienate potl leads. #cmworld

@SusynEliseDuris

 

But sales needs to know that if you d-load an eBook, you haven’t signed the dotted line and are ready to close #CMWorld

@PatrickHayslett

 

@SFerika @tracibrowne Exactly! He was less nervous and our vows complemented each other beautifully. Thanks, templates! #CMWorld

@Erin_E_Palmer

 

@CMIContent A7 Google Analytics, it might be an oldie but it’s a goodie. Is really useful to just have the raw numbers sometimes #CMWorld

@joapet

 

A6: It depends on the goal, I would stick w/ collecting an e-mail in exchange for value. Small commitment to build trust. #cmworld

@Ebyline

 

I had one indignantly yell at me for downloading the material if I wasn’t interested – was like slow down tiger #CMWorld

@PatrickHayslett

 

@SFerika @PatrickHayslett I agree, let me read the eBook before you hunt me down #CMWorld

@rjlcor

 

@Jay_zo I’m with you 🙂 #cmworld

@ardath421

 

@PatrickHayslett We gate some content, but not all, not even the majority. But sometimes it makes sense for us. #CMWorld

@CMIContent

 

Q7: There’s no tool greater for content conversion then simply listening, & engaging in the conversation happening arnd your brand. #CMWorld

@jasondominy

 

@CMIContent Agree @SFerika, but it does depend on your campaign goals. Then again, you should prob not survey people on lead forms! #CMWorld

@CarlaDewing

 

Great chat today #CMWorld! We will be hosting our own #twitterchat next Friday 4/25 (moderated by @__dahc) Join us using #boogiesocial!

@weareboogie

 

A7: Honestly, the best “tool” for conversions is knowing the biggest, most painful challenge ur persona faces. Solve w/ content #cmworld

@Jay_zo

 

@SFerika @PatrickHayslett I hear you! Literally 5 minutes after I download, why are you calling me to ask if I have questions? #cmworld

@vegecomgirl

 

@SFerika @tracibrowne See this a ton. Lots of people don’t get benefit. Think templates stifle their creativity. #CMWorld

@KyleAkerman

 

@Brewbom @Jay_zo I’ve recommended @canva to a ton of folks lately. LOVE them! #cmworld

@SFerika

 

.@CMIContent you guys do seem very open. I’m not sure all content/inbound leaders practice what they preach w/ that #CMWorld

@PatrickHayslett

 

@jasondominy Agree 100% and so well said. #cmworld

@Jay_zo

 

A7: Look at engagement data that Facebook, Twitter, etc provides. That info is a start but not the only thing that matters. #CMworld

@heyheyman

 

@jasondominy It’s important! In an ideal world, that would support/enhance your analytics/conversions to provide direction. #CMWorld

@CMIContent

 

@CMIContent was from a @marketingsherpa report I believe. Colleague used it in a deck. I’ll check w/him for source #cmworld

@eccushing

 

@vegecomgirl @SFerika @PatrickHayslett cause studies show leads called within 5 minutes are like 40% higher probability to close #cmworld

@Brewbom

 

@SFerika @Brewbom @Jay_zo @canva Oh I need to check that out! #CMWorld

@vegecomgirl

 

A7: Offering workshops. Once you get their attention and they look to you as an expert from your great content they will want more! #cmworld

@hewettripley

 

@eccushing @marketingsherpa Thanks! #CMWorld

@CMIContent

 

@SusynEliseDuris @tracibrowne and having some solid, informative ungated content shows me why it’s worth it to fill out your form #cmworld

@SFerika

 

A MAJOR leader in the inbound movement that preaches old mktg is dead cold called me w/ a friendly threat that “I don’t give up” #CMWorld

@PatrickHayslett

 

templates and forms are a godsend for people without much time…next step is often, do this for me…cha ching @KyleAkerman @SFerika #cmworld

@tracibrowne

 

@vegecomgirl @SFerika @PatrickHayslett of course that assumes they are LEADS and not LOOKERS #CMWorld

@Brewbom

 

A6: As @chrisgoward likes to say: “You Should Test That!” #CMWorld

@KyleAkerman

 

@heyheyman Definitely not, but a great resource. #CMWorld

@CMIContent

 

@PatrickHayslett Ha! I feel your pain. Why when I download a whitepaper, the next step is for rep to contact me for a 15 min call? #cmworld

@SusynEliseDuris

 

@NickKellet I find it’s excellent for one-off assets you need designed. I still think graphic designer is best, FYI #cmworld

@Jay_zo

 

A7: Triggered emails based on engagement with related content – increase value with the ask #cmworld

@ardath421

 

@SusynEliseDuris @PatrickHayslett 15-minute calls are deal breakers. #cmworld

@debng

 

Looking at the tweets dominating my stream, it must be #CMWorld.

@rahelab

 

Utility content should be integrated in the marketing/sales strategy. Great way to gauge interest level of leads. #cmworld

@FiveOneDigital

 

@PatrickHayslett We actually talked today about even more open content – pretty excited about it! #CMWorld

@CMIContent

 

@vegecomgirl @PatrickHayslett It honestly gives me pause if they are too quick on the draw; are they that off target for Qtr $$? #cmworld

@SFerika

 

A7 the old fashioned…where did you hear about us when finally have a conversation still works #cmworld

@tracibrowne

 

@NickKellet @SFerika @Brewbom i.e. nothing beats a human. Robots haven’t replaced the creative people in the world (thankfully) #CMWorld

@Jay_zo

 

@Jay_zo It’s great for people who know they aren’t designers. Great for slides up to 15 pages. Best for single images. #cmworld

@NickKellet

 

@CMIContent @Jay_zo @wistia Thanks for the shoutout Jay 🙂 Happy to hear it! ^Tia #CMWorld

@unbounce

 

.@CMIContent – Kudos! Consistency is key. I was stunned at the cold call threats from inbound ldr that literally says it’s dead #CMWorld

@PatrickHayslett

 

@rahelab 🙂 Great to see you, Rahel! Sorry for the tweets, but hopefully some great nugget of info will pass through to help you! #CMWorld

@CMIContent

 

Hmmm, then why are you using it when you are a leading voice against it? LOL #CMWorld

@PatrickHayslett

 

Q8: How much time per month do you spend tracking content conversion? How often do you review data? #CMWorld

 

@SusynEliseDuris and most of that overgated content is not original or very worthwhile once you finally get it. #cmworld

@tracibrowne

 

@Brewbom @vegecomgirl @SFerika @PatrickHayslett And 60% are likely to leave and never come back? #CMWorld

@mikemyers614

 

@Jay_zo @NickKellet @SFerika agree, good designers are life changing, even OK ones rock. I’m neither #CMWorld

@Brewbom

 

A8: C’mon, you’re talking to marketers: we <3 automation! Set up reports to be sent to you weekly. I have writing to do 😉 #cmworld

@Jay_zo

 

@SFerika @tracibrowne Content gating should follow map strategy or something like offer 5 free downlds, then on next get ct deets? #CMWorld

@SusynEliseDuris

 

A8 Ha! #cmworld

@tracibrowne

 

@KyleAkerman nod, it’s funny that not everyone gets that they are just a starting point; customize away and make it yours! #cmworld

@SFerika

 

A8: But if it helps: My startup did monthly & quarterly. My team at @HubSpot measured daily & weekly (mktg/sales goaled monthly) #cmworld

@Jay_zo

 

A8. I’m a numbers junkie. I’m on that stuff every day. #cmworld

@debng

 

@PatrickHayslett Was this for us? Usually it involves a partner, or a very time-intense project. #CMWorld

@CMIContent

 

@CMIContent A7: @KISSmetrics plays a big part in our tracking process! ^Tia #CMWorld

@unbounce

 

@Brewbom @Jay_zo @SFerika – using Canva is like having a Designer on your shoulder. #cmworld

@NickKellet

 

.@SusynEliseDuris YES! Gated content should follow a customer journey, funnel etc. Even non-gated. #CMWorld

@PatrickHayslett

 

A8: Review conversion data actively. Important to measure goals and come out with actionable insights. #CMWorld

@heyheyman

 

Hubspot #CMWorld

@PatrickHayslett

 

@CMIContent Weekly with client. Daily in house. All relative to client and how much data we have, if enough to make a conclusion. #cmworld

@FiveOneDigital

 

@debng @PatrickHayslett I have email box full of these “do you have time for a quick 15 minute meeting”? Wrong approach. #cmworld

@SusynEliseDuris

 

A8: Not much… I’m looking at quality not numbers, but I know the value so I’m starting to outsource to an analyst this month #cmworld

@hewettripley

 

@SFerika @PatrickHayslett We think alike. I’m skeptical. In rare instance, I will schedule a later discussion but often not #cmworld

@vegecomgirl

 

A8: glance daily, study weekly, glance monthly for trends. #CMWorld

@Brewbom

 

@tracibrowne or worse, bait and switch. I hate that. #CMWorld

@SusynEliseDuris

 

@NickKellet @Brewbom @Jay_zo @canva Agree…have seen some overly complicated designs that would have been quicker elsewhere #cmworld

@SFerika

 

A8: EVERYDAY! #cmworld

@Ebyline

 

@hewettripley Yes! It will be my first time at #CMWorld and I can’t wait 🙂

@lindadessau

 

A8: For blog posts, longtail (SEO) is key, so don’t get TOO caught up in immediate viewcount. The value is owning an inventory #cmworld

@Jay_zo

 

@Brewbom @vegecomgirl @PatrickHayslett w/an expensive B2B product w/a long buying cycle tho, we’re going to be lookers first! 🙂 #cmworld

@SFerika

 

.@Jay_zo Not sure about that with all this machine learning going on. Disruptors are coming! #CMWorld

@CarlaDewing

 

@mikemyers614 @Brewbom @SFerika @PatrickHayslett I fall into the 60% lol. Depends on biz, but f I know them, schedule for later #cmworld

@vegecomgirl

 

@Jay_zo Love that – the value of blogging really does accumulate over time. #cmworld

@lindadessau

 

@SFerika @Brewbom @Jay_zo If you use a tool like @canva, you need to listen to it – let is take control and follow it’s advice #cmworld

@NickKellet

 

A8) 3 times daily. Over morning coffee. Over afternoon coffee. Over late night coffee. #CMWorld

@frshprnzcleantc

 

A8: Not just conversion data but engagement data and data that identifies leaks – need variety of insights to take action #cmworld

@ardath421

 

@Brewbom @Jay_zo @NickKellet I love collaborating w/graphic designers. Improves my work! #cmworld

@SFerika

 

@SFerika @Brewbom @Jay_zo @canva is new to me, and I’d love to learn more! Anyone want to write a post for @cmicontent on this?:) #cmworld

@michelelinn

 

@frshprnzcleantc Impressive! #CMWorld

@CMIContent

 

Example: My team could quit & we’d still get 70% of avg monthly traffic. That’s due to the aggregate collection of content #cmworld

@Jay_zo

 

A8: With real time analytics, we all look at conversion rates daily. Who wouldn’t? We don’t come to conclusions, but we look. 😉 #CMWorld

@FiveOneDigital

 

@SFerika @vegecomgirl @PatrickHayslett exactly! ALL B2B buying is stages & steps. guide them on journey don’t trip them into pit. #cmworld

@Brewbom

 

@NickKellet @SFerika @Brewbom @canva Ah I hear you. Agreed! #CMWorld

@Jay_zo

 

@michelelinn @SFerika @Brewbom @Jay_zo @canva @cmicontent I will. I compared it and Haikudeck vs traditional authoring #cmworld

@NickKellet

 

@lindadessau @Jay_zo Totally agree! #cmworld

@vegecomgirl

 

A8 I religiously track my stats every single time I want to avoid actually producing something #distraction #cmworld

@tracibrowne

 

.@CMIContent Depends on the length of the cycle, mostly each week. Then again, it depends on the data sources and software too! #CMWorld

@CarlaDewing

 

@CMIContent couldn’t track down peer on 1% stat, but this case study shows conversion increase w/fewer fields http://bit.ly/1imgiNn #cmworld

@eccushing

 

@CMIContent A8 weekly, monthly and quarterly review at varying depths. Need to understand how you’re tracking but not obsess #cmworld

@SFerika

 

@michelelinn @SFerika @Brewbom @Jay_zo @canva Agree – would love to learn more about this! #CMWorld

@cmcphillips

 

@NickKellet @Brewbom @Jay_zo I usually start with one of the @canva featured templates #cmworld

@SFerika

 

@CMIContent but that’s only second to chats #avoidingworknow 😉 #cmworld

@tracibrowne

 

Q9: How do you use conversion data to make content more effective? #CMWorld

 

@SFerika @Brewbom @Jay_zo @canva I love what they are seeking to achieve – very different than creative suite – much more guided #cmworld

@NickKellet

 

@cmcphillips @michelelinn @SFerika @Jay_zo @canva I can take a crack on it. I use it for every blog post graphic now #CMWorld

@Brewbom

 

@eccushing Wow, you even looked it up during the #CMWorld chat! We appreciate that – looking forward to digging in. #CMWorld

@CMIContent

 

A8 – For more complex prods, espec, weekly/monthly/quarterly analytics. But w tech prods, anal is so much more than just content. #cmworld

@SusynEliseDuris

 

A9: “Ask not what your reader can do for u..” Conv. are ultimate sign of how helpful you’re being- & THAT’S the goal, always #cmworld

@Jay_zo

 

@SFerika @Brewbom @Jay_zo @canva I sometimes take the fonts and the templates and replicate in Keynote – they I can’t get stuck #cmworld

@NickKellet

 

Here’s a test for finding your form’s ideal length from @HubSpot (I’m really singing their praises today! http://qub.me/TQE0sv #cmworld

@eccushing

 

A9: I see what my audience is and isn’t responding to and adjust my content to give them more of what they want. #cmworld

@hewettripley

 

@tracibrowne We’d like to think both of these are very useful and are considered work, by definition. #CMWorld

@CMIContent

 

This has been fun but I’m on deadline, have to bow out early. Thanks for the chat, @CMIContent and all. #cmworld

@debng

 

A9: Re: leads. Lots of NEW conversions on a piece= you found a way to go broad. Repeat conv= good time to try a series #cmworld

@Jay_zo

 

@SFerika @Brewbom @Jay_zo @canva I find myself hitting limits of needing to combine multiple sets of slides for a single deck. #cmworld

@NickKellet

 

A9: Invest in many different content forms and look at engagement and leads generated to determine what sticks and on what platform #CMWorld

@heyheyman

 

@debng So great chatting – thanks for coming 🙂 #cmworld

@Jay_zo

 

@SusynEliseDuris you’re not kidding! Oh…I probably read that wrong… #cmworld

@tracibrowne

 

@debng Have a great day. Nice chatting with you. #cmworld

@SusynEliseDuris

 

@debng Great to see you, Deb! Talk Thurs if not sooner! #CMWorld

@CMIContent

 

A9: I use conversion data and funnels to test hypothesis a bit. where they exit, where they enter etc. @CMIContent #CMWorld

@Brewbom

 

@NickKellet @Brewbom Thanks for both offering! I will email you after the chat so we can figure it out. Appreciate the enthusiasm #cmworld

@michelelinn

 

A8) Bc #contentmarketing is competitive, I check in daily on @SproutSocial to check the comparison report. Makes me a sniper! BAM!#CMWorld

@frshprnzcleantc

 

A9: Conversion data are another great way to test and learn. What worked? #CMWorld

@mikemyers614

 

@debng Nice “meeting” you! Good luck with the deadline, happy writing! #cmworld

@hewettripley

 

.@CMIContent I do what I can! @Expedia also ran their own case study about their form lengths: http://zd.net/1jIdI43 #cmworld

@eccushing

 

I’m pretty K.I.S.S. dense, so humor me, but how exactly is conversion being defined? In stages, or end game sale made? #CMWorld

@PatrickHayslett

 

@Jay_zo This might be my favorite tweet yet today. Definitely food for thought. #CMWorld cc: @michelelinn

@cmcphillips

 

A9: Conversion data is user telling the marketer what worked and what didn’t. We then form A/B tests and get to conclusive answer. #cmworld

@FiveOneDigital

 

@Brewbom @SFerika @Jay_zo @canva I think it’s awesome for single images & quotes – I use it for that all the time #cmworld

@NickKellet

 

@PatrickHayslett We did discuss in Q1 about 1,000 tweets ago. 🙂 I’ll send you transcript link afterwards. #CMWorld

@CMIContent

 

A9: Assess what they did before and after the conversion – what drove it and what did it then motivate? #cmworld

@ardath421

 

@michelelinn @NickKellet I say that nick and I should co-author it. make it more zing-pow-boom with dual perspectives #CMWorld

@Brewbom

 

@PatrickHayslett The buyer’s journey. (Someone may not buy their 1st interaction, for instance). So view>subscribe>lead>MQL, etc #cmworld

@Jay_zo

 

A9 hard to answer this…really have to dig deep to understand what it is exactly that is converting…topic/format/serendipity? #cmworld

@tracibrowne

 

.@CMIContent I build improvement cycles that focus on insight deduction and decision-making, based on a predefined brand model. #CMWorld

@CarlaDewing

 

A9 – I look at what content had better pull + revise others. As an aside, I look at competitor content to see what is working, too. #cmworld

@SusynEliseDuris

 

@CMIContent Ah, many thanks! 🙂 #CMWorld

@PatrickHayslett

 

@cmcphillips @michelelinn Thanks! It completely fuels the direction of the next planning sesh & what gets produced/when #CMWorld

@Jay_zo

 

@michelelinn @cmcphillips I smell a guest post 😉 #CMWorld

@Jay_zo

 

Good idea > MT @SusynEliseDuris A9 – …I look at competitor content to see what is working, too. #cmworld

@mikemyers614

 

@Brewbom @michelelinn I also think comparing to Haikudeck makes sense. Aligning your use with a tool’s design goals is key #cmworld

@NickKellet

 

Thanks to @CMIContent & friends for an insightful #cmworld, as usual!

@moveo

 

@Jay_zo @michelelinn I reposted our cm predictions piece yesterday from Dec and the response was amazing. #CMWorld

@cmcphillips

 

@frshprnzcleantc Ha! That’s awesome. You’re on it, Yeves! #CMWorld

@SproutSocial

 

I’m all for that! @Brewbom @NickKellet I say that nick and I should co-author it. make it more zing-pow-boom #CMWorld

@michelelinn

 

Q10: Whose role is it to track conversions, or is it a team effort? #CMWorld

 

@moveo Always love your insights! #CMWorld

@CMIContent

 

A10: Team! Analogy: 1 guy says he’s laying bricks, the 2nd says he’s building a castle. The more context, the better #CMWorld

@Jay_zo

 

@Jay_zo @michelelinn @cmcphillips Oh, I thought that was bacon. #CMWorld

@mikemyers614

 

A9. What happened with the content you already created is an input into your planning and optimization #cmworld

@wittlake

 

A10: Everyone should be involved in the conversion tracking process – that way everyone knows how it is tracked/why. #CMWorld

@heyheyman

 

A10: You mean people actually have whole #content teams & don’t have to do it all solo? #fantasy #cmworld

@eccushing

 

@michelelinn @Brewbom @NickKellet Love the zing-pow-boom. Bet our audience will as well! #CMWorld

@CMIContent

 

@eccushing Lol I was thinking that too! #cmworld

@hewettripley

 

@SproutSocial Thanks! I don’t mess around! #CMWorld

@frshprnzcleantc

 

what he said MT @Jay_zo: A10: Team! Analogy: 1 guy says he’s laying bricks, 2nd says he’s building a castle. more context the better #CMWorld

@tracibrowne

 

@frshprnzcleantc @SproutSocial he doesn’t #cmworld

@Brewbom

 

@wittlake Hi Eric! Great to see you! #CMWorld

@CMIContent

 

.@eccushing Spot on! Chuckled out loud. #CMWorld

@PatrickHayslett

 

@eccushing Team could mean content. Or could mean you, fellow marketers, sales, bosses, etc., no? #cmworld

@Jay_zo

 

@CMIContent @michelelinn @NickKellet its ALL about zing-pow-boom. I bet Nick might have a line on some sweet lists… : ) #CMWorld

@Brewbom

 

Q10: It can be the responsibility of one to track, but anyone writing it should be looking at the report and adjusting content #cmworld

@hewettripley

 

A10: Yes I like analogies & yes that’s me justifying my English degree to myself 😉 (I feel I’m in good company here) #cmworld

@Jay_zo

 

A10: It can be the responsibility of one to track, but anyone writing it should be looking at the report and adjusting content #cmworld

@hewettripley

 

@CMIContent A10 – Team, it’s always interesting to see what other members interpretation of the stats are #CMWorld

@joapet

 

A10. Exactly who is less important than ensuring SOMEONE is responsible for reporting and insight. #cmworld

@wittlake

 

@tracibrowne @SFerika @KyleAkerman I agree. Of course, I get irked when I see template ref in content but none to download. 😮 #CMWorld

@SusynEliseDuris

 

A10: It’s not who tracks the data but how you tell the story of what you learn and share it #cmworld

@ardath421

 

A10 team approach – if one person is doing it too easy to pitch stats that benefit that role #cmworld

@tracibrowne

 

Thanks for getting my day off to an invigorating start, #cmworld!

@SFerika

 

.@Jay_zo in a perfect world, yes. My agency is really into silos #tryingtobreakthemold #CMWorld

@eccushing

 

@Jay_zo I had to run, but thanks for all of the advice during today’s #CMWorld chat. I have so many ideas right now!

@Erin_E_Palmer

 

Team also has the benefit of allowing others to challenge usefulness of a metric itself rather than just interpreting its data #CMWorld

@PatrickHayslett

 

.@CMIContent Once people start moving into the ‘data scientist’ role it will be their job. Until then it’s SEO’s and marketers. #CMWorld

@CarlaDewing

 

@CMIContent Team in our case – we all have something different we take away from it and interpret it differently. #CMWorld

@cmcphillips

 

WHAT?!! that would never happen! data never lies! (unless you ask it to) @tracibrowne #CMWorld

@Brewbom

 

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

@CMIContent

 

A10. What you do with the tracking is more important. That should include everyone involved in planning. #cmworld

@wittlake

 

Ha! @Jay_zo: @mikemyers614 Bacon + guest post. Two of my favorite things . . . If anyone is game, I’m all for it 🙂 #cmworld

@michelelinn

 

Thanks for the Twitter love and recommending us! @NickKellet @SFerika @Brewbom @Jay_zo #cmworld ^pf

@canva

 

A10 – it is a team effort, with – and this is impt – sales and marketing aligned to share in responsibility. #cmworld

@SusynEliseDuris

 

Great #CMWorld chat today! Thanks all for letting me part of a great conversation!

@heyheyman

 

@SFerika Absolutely! And no mid-day lull around here. Invigorating indeed! #CMWorld

@CMIContent

 

@Brewbom right! Would you really want the person you pay to write your content in charge of tracking stats??? #cmworld

@tracibrowne

 

@CMIContent Thanks! 🙂 #cmworld

@wittlake

 

@canva @NickKellet @SFerika @Jay_zo esta bien Canva! we will likely hit you up if we do the article. #CMWorld

@Brewbom

 

Thank you @jay_zo for discussing #contentmarketing & conversions! It was extremely helpful! #CMWorld

@CMIContent

 

Thank you so much @Jay_zo for an awesome #CMWorld. On related note, when’s the next @BostonContent event? Would love to meet everyone IRL!

@eccushing

 

@CMIContent Thanks everyone for another awesome chat! #cmworld

@lindadessau

 

@SusynEliseDuris @tracibrowne @SFerika Now that’s a missed opportunity to provide utility. #CMWorld

@KyleAkerman

 

Great chat! Thanks to @Jay_zo and @CMIContent! And all the rest of you 🙂 #cmworld

@ardath421

 

@Jay_zo @CMIContent Gotta run to a meeting, but thank you — and thanks to everyone — for today’s insightful #cmworld chat!

@_goldengrams

 

Awesome chat, I’m glad I had the chance to join in! Thank you @CMIContent and @Jay_zo #cmworld

@hewettripley

 

@hewettripley @Jay_zo Thanks, Jessica! #CMWorld

@CMIContent

 

@michelelinn @Jay_zo @mikemyers614 I still can’t find good soy bacon. Please help me, Whole Foods, you’re my only hope. #cmworld

@SusynEliseDuris

 

thanks everyone! Great chat #cmworld

@tracibrowne

 

.@SuperSocialChat @Brewbom @tracibrowne Data never lies but context can sure make a liar out of it! #CMWorld

@PatrickHayslett

 

Next wk on our #CMWorld #twitterchat, @arniek helps us develop 100s of content ideas! http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

@_goldengrams @Jay_zo We appreciate you being here, Jill! Thank you! #CMWorld

@CMIContent

 

I was quiet this time, but I didn’t miss a tweet, @jay_zo @cmicontent #cmworld

@NenadSenic

 

As we wrap just wanna say (1) thx for chatting (2) wow, everybody’s smart as hell (3) Thx for tolerating lame analogies 😉 #cmworld

@Jay_zo

 

@lindadessau Thanks Linda! See you next week, if not sooner! #CMWorld

@CMIContent

 

Another great #CMWorld chat.

@SusynEliseDuris

 

@CMIContent @Jay_zo Yes, thank you! #CMWorld

@mikemyers614

 

@heyheyman Thanks, Ben! Fantastic insights. #CMWorld

@CMIContent

 

@CMIContent @arniek I have 100s of ideas, I just need time to get this done! 😉 #cmworld

@wittlake

 

Looking for more information on @jay_zo @NextViewVC and @BostonContent visit http://www.jayacunzo.com/ #CMWorld

@CMIContent

 

@TSNN_com_US Webinar Content Marketing 4 Events w/ @JoePulizzi @chrisdolnack @imts_2014 this Thurs 1pm ET https://www.webcaster4.com/Webcast/Page/10/3894 #CMWorld

@tracibrowne

 

@NenadSenic Now that’s an idea . . . Lots of bacon in CLE for #cmworld

@michelelinn

 

TYVM for chat and insights – appreciate everything shared. Came in late but looking forward to the transcript. Enjoy rest of ur day #CMWorld

@PatrickHayslett

 

@wittlake @arniek Likewise! But we are excited for 100s of ideas, too! #CMWorld

@CMIContent

 

Are you a senior marketer for an enterprise brand? We want you! Join us at our #CMWorld Exec Forum. Find out more: http://forum.contentmarketingworld.com

@CMIContent

 

Must-watch: 24 People Who Applied for the World’s Toughest Job Were In for Quite a Surprise http://ow.ly/vONjZ #cmworld

@karrabarron

 

Must-watch: 24 People Who Applied for the World’s Toughest Job Were In for Quite a Surprise http://ow.ly/vONqv #cmworld

@robinlj

 

I second that! @wittlake: @CMIContent @ArnieK I have 100s of ideas, I just need time to get this done! 😉 #cmworld

@michelelinn

 

@michelelinn @NenadSenic Hmmm…how can we make orange bacon? #CMWorld

@CMIContent

 

@Jay_zo Great experience – glad I decided to roll on by. Also your analogies are fabulous! #CMWorld

@CarlaDewing

 

@PatrickHayslett @Brewbom @tracibrowne Great convo and expert insight! Have a great day guys! #CMWorld

@SuperSocialChat

 

Thanks all for another great #CMWorld chat! Especially @CMIContent and @Jay_zo 🙂 See you all next week!

@KyleAkerman

 

@CarlaDewing Ha why thanks! Appreciate you kicking in your thoughts too #CMWorld

@Jay_zo

 

@CMIContent Please no. Orange is good. Bacon is good. But orange bacon? Not so good… @michelelinn @NenadSenic #cmworld

@wittlake

 

@CarlaDewing @Jay_zo Thank you so much for joining us, Carla! Hope to see you next week or any Tuesday at noon! #CMWorld

@CMIContent

 

@Jay_zo I loved the analogies. And THANK YOU, Jay! Really looking forward to meeting you IRL at #cmworld

@michelelinn

 

@wittlake @michelelinn @NenadSenic Maybe orange plates. Or orange juice. 🙂 #CMWorld

@CMIContent

 

The 10 Plagues of Content Marketing http://ow.ly/vNeWF #cmworld #contentmarketing

@heidicohen

 

@michelelinn Likewise! Thanks for having me – lots of fun #CMWorld

@Jay_zo

 

@KyleAkerman @Jay_zo Thanks, Kyle! Tell your friend @crestodina he missed a good one! And we missed him too! #CMWorld

@CMIContent

 

@CMIContent Much better idea. 🙂 @michelelinn @NenadSenic #cmworld

@wittlake

 

Ha! I agree that orange bacon may be taking it a step too far . . . @wittlake: @CMIContent @NenadSenic #cmworld

@michelelinn

 

@Jay_zo Thank you so much, Jay! This was so great. Will chat with you soon! #CMWorld

@cmcphillips

 

@Jay_zo I like to participate, but I also grabbed some ideal tweets from the ether 🙂 Lots to learn here. Thanks! #CmWorld

@CarlaDewing

 

@michelelinn @wittlake @CMIContent @NenadSenic Orange juice with the bacon? #CMWorld

@mikemyers614

 

@CMIContent With this kind of information flying around, I’ll bring a net next Tuesday! Great info. #CMWorld

@CarlaDewing

 

@CMIContent @Jay_zo Yeah @crestodina is a big fan of content that converts! #CMWorld

@KyleAkerman

 

@SusynEliseDuris Thanks for your great insights, Susyn! Always a pleasure to see you! #CMWorld

@CMIContent

 

@Jay_zo Told you it was a bright group! #CMWorld

@CMIContent

 

Nice way to bring this full circle @Jay_zo: You’re invited to my Food Analogies About Mktg Twitter chat 😉 #cmworld http://t.co/LKOHUgbcPr

@michelelinn

 

@centpercent Thanks for interest! Unfortunately, it is for brands, not agencies. Could you attend #CMWorld in Sept? http://www.contentmarketingworld.com

@CMIContent