Content Effectiveness: A #CMWorld Chat with @LeenJones

jones-headshot-263x300-150x150As the content marketing industry matures, marketers are getting more adept with creating content, but it is still difficult to tell what is effective. Which content is contributing to your goals – and which is not working like it should? Colleen Jones joined us at a recent @CMWorld Twitter chat to talk about content effectiveness.

 

Let’s get started! Q1: Do you measure how effective your content is? If so, what metrics do you use? #CMWorld

 

Yes, I measure the end results of content–the customer behaviors easy to measure… #CMworld

@leenjones

 

A1: @Readz, we measure everything, especially content!! We look at social shares, time spent on website and engagement #CMWorld

@lttlewys

 

…such as whether traffic from organic search increased, whether the content was shared, or whether sales leads increased. #CMworld

@leenjones

 

A1: We look at page views as well as social likes, comments and shares to judge how effective content is. #cmworld

@heyheyman

 

A1 Depends on what the purpose of the content is…an easy one is how many people took the call to action #cmworld

@tracibrowne

 

Tuesday morning.. time for the #CMWorld #TwitterChat on Content Effectiveness!

@WhatRunsWhere

 

A1. We look at view, likes, comments, shares on all social media. #cmworld

@StudioOne

 

Joining #cmworld chat and looking forward to another great chat. Happy Turkey Day everyone! : )

@Appweevr

 

The challenge with behavioral measurements? I don’t learn very much about the content itself–why it was or wasn’t effective. #CMWorld

@leenjones

 

@lttlewys How do you define engagement? Which specific metrics do you track? #cmworld

@michelelinn

 

So, in addition to measuring what people do with content, I’ve started measuring (or trying to measure) what people think. #CMWorld

@leenjones

 

@leenjones Absolutely – what was the call to action and how many customers who viewed the content followed through with that. #cmworld

@heyheyman

 

A1) #CMWorld Content Marketing without metrics won’t be as successful as it could be with it! I track CTR, Conversion and engagement

@Jupiter_Labs

 

Joining #CMWorld a few minutes late, but excited for another great chat@ @CMIContent @leenjones

@repub_Hub

 

@leenjones Doesn’t sharing the content or commenting on it gives you some indication as to whether your audience found it useful? #cmworld

@heyheyman

 

A1. Like others have said: Shares/referrals, time spent, page views, new vs. returning #cmworld

@vegecomgirl

 

A1: Shares on social are great indicators, but comments are key. What readers have to say is invaluable. #CMWorld

@Stephyena

 

I’m interested in people’s perceptions and expectations of content. #CMworld

@leenjones

 

@CMIContent A1: I teach to measure what your goal is. Maybe someone’s goal is to reduce the number of calls to calling centre #cmworld

@NenadSenic

 

@leenjones How do you do that? #CMWorld

@SueBrady

 

@michelelinn I’m kinda a Geek, so I measure everything, engagement can be a share, comments & conversation #CMWorld

@lttlewys

 

So, for example, a large technology company found through behavioral analytics that 10% of videos drove 90% of video traffic. #CMWorld

@leenjones

 

A1 shares are great but more important is who is doing the sharing and who are they sharing with #cmworld

@tracibrowne

 

@Stephyena Engagement is essential! #cmworld

@StudioOne

 

Jumpin’ into the #CMWorld Chat a tad late, but I’m here! Another great topic!

@pamelamuldoon

 

A1: We measure the effectiveness through Content Participation Metrics (through their comments about and engagement with content). #cmworld

@Appweevr

 

Good morning #cmworld– sorry I’m late (needed to grab some breakfast)

@SFerika

 

But, that didn’t tell them why those 10% of videos were effective. To find out, learn what people think about the videos. #CMworld

@leenjones

 

@tracibrowne so true! who’s your audience? a way to get to know them and tailor future content #cmworld

@vegecomgirl

 

A1 The kiss of death for you analytics is having your content featured on a marketing blog…wrong numbers wrong audience #cmworld

@tracibrowne

 

#cmworld Hello lovely people…… πŸ™‚

@businessgp

 

Hi #CMWorld! A1] We look at behavior patterns to measure engagement: time on site, content flow, bounce, exit & contact.

@MuseContentGrp

 

One way I’m measuring what people think is through content-specific surveys. #CMWorld

@leenjones

 

(I’ll share some detailed survey savvy in a @cmicontent article on Dec 1!) #cmworld

@leenjones

 

A1: “Measure behavior that matters to your business.” @joepulizzi #EpicContent #cmworld

@pisarose

 

A1 I measure content effectiveness for each piece based upon its objective (i.e. awareness, consideration, etc.) #cmworld

@SFerika

 

@CrimsonCEO @Stephyena but often the comments being made from the extreme biased! You have to weed through to get the valuable data #cmworld

@G3Brian

 

@lttlewys Great seeing you here too! #theregulars #CMWorld

@KyleAkerman

 

@lttlewys The geekier, the better, I think, when it comes to measurement and analytics πŸ™‚ #cmworld

@michelelinn

 

A1: Unfortunately, discussion/engagement users have about content is woefully overlooked. Leaving metrics and money on the table. #cmworld

@Appweevr

Q2: How much time do you spend analyzing content effectiveness? #CMWorld

 

After launching a content effort, I like for evaluating effectiveness to be a regular part of the governance and maintenance. #CMworld

@leenjones

 

@pisarose @JoePulizzi Nice! #CMWorld

@CMIContent

 

A1. @jaybaer said it best http://t.co/l303OK8kIu #cmworld

@StudioOne

 

@businessgp Why hello, friend! #cmworld

@vegecomgirl

 

It’s hard to timebox because evaluating content is challenging right now. #CMworld

@leenjones

 

@leenjones We can’t wait for that! Thanks, Colleen! #CMWorld

@CMIContent

 

A2) #CMWorld I’m kind of a numbers geek so way too much time πŸ™‚

@Jupiter_Labs

 

But, if you or your team isn’t spending 10-20% of the time evaluating, you could miss valuable insights. #CMworld

@leenjones

 

@michelelinn I totally agree!! I’m always looking for more ways to measure, that gives me a differ perspective on data #CMWorld

@lttlewys

 

A1 typical metrics include number of downloads & social shares, and content showing up in the touch points leading to a new client. #cmworld

@SFerika

 

@leenjones Hi! Have you reached out to viewers asking for their opinions? Email, social or both? #CMWorld

@Stephyena

 

A1: I dedicate a few hours a week analyzing how effective the content I’m sharing is. How do I know to alter my strategy otherwise? #cmworld

@heyheyman

 

@leenjones I was able to get a sneak peak of your post last night and loved it! #cmworld

@michelelinn

 

@CMIContent Thank you! Excited to join #CMWorld for the first time!

@thitnle

 

A2 probably not enough time in analysis…works better when it’s part of your content plan #cmworld

@tracibrowne

 

@leenjones – we agree. It’s good to review KPIs for content at least weekly #cmworld

@Ebyline

 

β€œ@CMIContent: @businessgp Hi Marc! Glad you are here! #CMWorld” <- Good to be here πŸ™‚

@businessgp

 

@SFerika Great way to measure content effectiveness. Utilize the objectives and go from there and see where the engagements are. #CMWorld

@repub_Hub

 

A2. It’s hard to put a set time frame. Some techniques are long term and short and the time frame should reflect that. #cmworld

@StudioOne

 

@sharonmostyn @lttlewys @michelelinn geeks and nerds are just awesome for that alone! #cmworld

@vegecomgirl

 

A2: Depends,! I want to glean as much info from the data as possible. I want to draw out more people, build stronger relationships #CMWorld

@lttlewys

 

What are the metrics you use to measure good content? #CMWorld

@BriabeMobile

 

@Appweevr Good point. One critical part of evaluating well is asking the right questions before diving into the data. #CMWorld

@leenjones

 

@tracibrowne I think that’s a common response! (And great to see you, Traci!) #CMWorld

@CMIContent

 

A2: As a social media gal, I continuously measure content effectiveness informally. Anecdotal observations are valuable. #cmworld

@pisarose

 

#cmworld A2 Like 99%, I suspect, not enough. Too much focus on ‘doing stuff’ sadly.

@businessgp

 

@MuseContentGrp Hi Jackie! What do mean by measuring content flow? Do you want to see what path people are taking to purchase? #cmworld

@michelelinn

 

A2. I’m always evaluating. I need to time myself! lol I can dedicate an hour when needed just for #content effectiveness #cmworld

@vegecomgirl

 

@SFerika Woot! so glad you were able to make it!! #CMWorld

@lttlewys

 

β€œ@lttlewys: @businessgp Great to see you!! #CMWorld” <- Hey Brandie. Just popping in to say hi!

@businessgp

 

A2. and I meant a day #cmworld

@vegecomgirl

 

A2: Should be part of your content strategy and molded to your objectives/end goals. #CMWorld

@repub_Hub

 

@tracibrowne So true. The C-suite wants to know if your content is driving sales, saving costs, or making customers happier. #cmworld

@pisarose

 

A2 I look at performance in general every week to see how new content is performing, then YoY/QoQ metrics monthly #cmworld

@SFerika

 

@CMIContent I wouldn’t say ‘how much’ is the important thing, but rather actually doing it (preferably the same time EVERY week) #CMWorld

@dforget

 

A2: Also, a lot of teams lack the ability to be agile when interpreting data. You need to “act” on what you learn. #cmworld

@Appweevr

 

Just joining in @CMIContent #CMWorld chat a bit late!

@iCopyright

 

@repub_Hub Yes, the better your content strategy is set, the easier it is to ask the right questions to assess effectiveness! #CMWorld

@leenjones

 

Q3: What is your biggest challenge when it comes to determining content effectiveness? #CMWorld

 

@pisarose and I’d agree that is very important…just not the only thing right? #cmworld

@tracibrowne

 

#cmworld A2 The world is too focused in output not ‘quality’. Doing stuff is deemed to be good.

@businessgp

 

@Insightera @littlewys: The best marketers are analytics geeks. You can’t be truly relevant unless you know what’s working #cmworld

@michelelinn

 

@businessgp Ah. The pressure of quantity (product more content) seems to outweigh quality concerns for many. #cmworld

@pisarose

 

@SFerika Do you ever sleep? Did you submit in our call for speakers for #CMWorld?

@CMIContent

 

I find measuring content effectiveness to be fraught with two types of challenges. #cmworld

@leenjones

 

@leenjones So true! It seems like an obvious miss, but it’s surprisingly common! #cmworld

@Appweevr

 

@michelelinn @lttlewys Yup! Geeks are ruling the marketing technology space these days! #cmworld

@Insightera

 

@SFerika @lttlewys @CMIContent hey hey hey! good to see you #cmworld

@vegecomgirl

 

@Appweevr Great one! #CMWorld

@CMIContent

 

A2: Dedicate someone to measure how your content is performing, they should be in tune with your strategy and know the metrics. #cmworld

@iCopyright

 

One challenge is collecting and analyzing the right data. Data is abundant and fragmented across many different tools, for example. #CMworld

@leenjones

 

#cmworld A2 You measure what you are trying to achieve so that should drive what, when & how much really.

@businessgp

 

Yes that’s true, @G3Brian. But if the right person comments (your target audience), their insight is invaluable. @Stephyena #CMWorld

@CrimsonCEO

 

A3 knowing who is reading your content and how they got to it…Google Analytics not showing keywords anymore #cmworld

@tracibrowne

 

A3 I’d say the measurable results where good content brings in #CMWorld

@BriabeMobile

 

Another challenge is interpreting and acting on what you measure. #CMworld

@leenjones

 

@michelelinn @Insightera Exactly! Know what’s working and how to change what isn’t working!! #CMWorld

@lttlewys

 

@Insightera @michelelinn @lttlewys Yes, whoever made The Revenge of Nerd movie was a visionary. πŸ˜‰ #cmworld

@NenadSenic

 

@CrimsonCEO @G3Brian I agree, nothing comes easy. However often times it’s worth it to put the effort. #cmworld

@Stephyena

 

@vegecomgirl Right! Sometimes it’s hard to stop everything else to make sure to check in on effectiveness. But it’s critical! #CMWorld

@CMIContent

 

Too often I see clients churn on what the measurements mean, never reach agreement, and then do nothing. #CMworld

@leenjones

 

A3:There are a lot of variables that impact content effectiveness. It takes work/time to find them and correct if needed. #cmworld

@heyheyman

 

@CMIContent Gracias! : ) #CMWorld

@Appweevr

 

A2: Weekly monitoring. But I do a deep dive when planning new strategies. I use data to determine the new direction. #CMWorld

@MichaelMooneyy

 

If you don’t do something with your content data, you might as well not have it! #cmworld

@leenjones

 

@CMIContent haha I get a few winks of sleep here and there… and submitting for #cmworld is on my list. Deciding btwn FiSvcs or gen topic

@SFerika

 

#CMWorld is moving really fast. My eyes keep going up and down to catch up

@thitnle

 

 

@leenjones Exactly. There is no shortage of data. But the question is how can you slice it in a way that makes sense. #cmworld

@heyheyman

 

@leenjones Definitely! Always important to have a strategy in place first…and then move forward with the next steps. #cmworld

@repub_Hub

 

@CrimsonCEO Yup definitely that’s why it’s always important to go through any interactions with a fine-tooth comb @Stephyena #cmworld

@G3Brian

 

A3: Getting folks to recognize good content before it’s distributed and measured is tough. #cmworld

@pisarose

 

A3. Biggest challenge to me is measuring effectiveness against valid reader/viewership. #cmworld

@vegecomgirl

 

β€œ@Ilanahiey: @businessgp loling http://t.co/G1gMQ4lKA7” <- she came out of blue #CMWorld she only wants to sell followers though! πŸ˜€

@businessgp

 

@leenjones Data spread across tools is huge issue. It can be tough to find an expert in all tools. Someone needs to own this #cmworld

@michelelinn

 

@CMIContent @lttlewys so glad to be here! I was sad to miss #cmworld last wk! It always gets ideas flowing for me.

@SFerika

 

Q3 The challenge we all face is determining if our content is reaching the right audience on the best platform #CMWorld

@CrimsonCEO

 

A3. Is the # of shares really an effective measure? Maybe. Maybe not. Depends on factors and audience #cmworld

@vegecomgirl

 

Publish less frequent, deeper articles! Better to blow minds weekly than ‘meh’ daily. #cmworld @StudioOne @businessgp

@crestodina

 

@ MuseContentGrp That sounds really interesting. I would love to learn more about this offline. Could be a good post for @cmicontent #cmworld

@michelelinn

 

Sneaking in late, but I’m here! Hello #CMWorld.

@JesKorn

 

A3: Knowing whether or not our content is making a difference #CMWorld

@lttlewys

 

For many marketers determining inspiration – which parts of their content resonates most with users is a mystery. #cmworld

@Appweevr

 

@thitnle Jump in when you can! We can’t keep up sometimes! We provide transcripts afterwards. Just stay-you’ll get the hang of it! #CMWorld

@CMIContent

 

A3: Tracking down to the sale. It is time consuming and annoying. #CMWorld

@MichaelMooneyy

 

@leenjones agreed. In a perfect world, that’s why having a dedicated data analyst on your marketing team is so helpful #cmworld

@SFerika

 

@leenjones @insightera @leenjones Now how exactly do you connect content with sales? #cmworld

@tamarweiss

 

#cmworld A3 Agreeing objectives then keeping people focused on them not trying to make good news.

@businessgp

 

@leenjones It’s important to have quality guidelines (as amorphous as it sounds) to guide content producers. #cmworld

@pisarose

 

@JesKorn *waving* and *hands over tardy slip* Good to see you!! #CMWorld

@lttlewys

 

@vegecomgirl We need to measure behavior, not just data. #cmworld

@heyheyman

 

A3 Finding the right distributing platform to the right audience. Otherwise you’re just wasting time and resources #CMWorld

@BriabeMobile

 

@crestodina @StudioOne hell yeah! #CMworld give me something to engage not something to line the walls.

@businessgp

 

A3 biggest challenge when there isn’t an owner for data analysis and I have to squeeze it in btwn other things. Not ideal #cmworld

@SFerika

 

It’s so frustrating though when all that meh content seems to be what the world loves #settingthebarlow #cmworld

@tracibrowne

 

A3: Streamlining our content through various channels, where and when to push it, redistribution. #cmworld

@iCopyright

 

@MichaelMooneyy Hi Michael! #CMWorld

@CMIContent

 

@CMIContent Measuring usefulness across channels. A click doesn’t always mean they liked it. #CMWorld

@markalves

 

@crestodina @StudioOne @businessgp Amen! Either suck up costs for good content or be satisfied w more=less. #cmworld

@tamarweiss

 

A3] Managing client expectations! Content is a journey, not a quick sell destination. Want immediate results? Use a coupon. #CMWorld

@MuseContentGrp

 

Q4: Have you used any tools to help you determine content effectiveness? #CMWorld

 

@vegecomgirl Yes, I even feel comments aren’t a good measure either. Just views and sales leads. #cmworld

@tamarweiss

 

@tracibrowne I assume general audience want to digest some easy content #CMWorld

@thitnle

 

@markalves so true…I often share the ridiculous as a joke #cmworld

@tracibrowne

 

@SFerika I am in a similar boat. But how can you know what you are doing is effective and fix if it is not if you don’t know? #cmworld

@heyheyman

 

@tracibrowne If that’s what they want, maybe it’s not meh #cmworld

@NenadSenic

 

@vegecomgirl exactly. And if your aim was awareness, and those shares bring a qualified lead in the door, they matter! #cmworld

@SFerika

 

A3: Ensuring our target audience is reached through our content, and we are showing our messages. #CMWorld

@repub_Hub

 

@SFerika Indeed – thinking this is very common! #CMWorld

@CMIContent

 

@NenadSenic they may enjoy reading it and sharing it but it doesn’t make them a customer #cmworld

@tracibrowne

 

Think many limit how they A/B test. So much more can be done than different titles and subject lines. #CMworld

@o0KitKat0o

 

@heyheyman Totally agree! #cmworld

@vegecomgirl

 

@CMIContent A4: Telephone and email. In my print world always works the best πŸ™‚ #cmworld

@NenadSenic

 

A3: Another key “commitment” – How often do users participate in and engage with ur content. Are they committed to ur content? #cmworld

@Appweevr

 

A4: I like the idea of a content effectiveness scorecard–prior and post-distribution. #cmworld

@pisarose

 

@crestodina @StudioOne @businessgp Great one, Andy! Great to see you! #CMWorld

@CMIContent

 

After a content project has launched, my team uses analytics tools, remote testing tools, and surveys. #CMworld

@leenjones

 

@lttlewys @CMIContent I’m definitely planning on it! Maybe we should do a combo? #cmworld

@SFerika

 

@JesKorn Hi there! Good to see you! #cmworld

@vegecomgirl

 

A4: This is a tough one! Surveys are a great way to evaluate what a viewer likes & sees as valuable. #cmworld

@JesKorn

 

@tracibrowne Maybe one day? #cmworld

@NenadSenic

 

We focus on the quantitative data about both behavior and perception. #CMworld

@leenjones

 

@Appweevr Thinking of “commitment,” I think about building a relationship with your audience #CMWorld

@thitnle

 

@vegecomgirl Hi! Great to see you too, hope you’re doing well πŸ™‚ #cmworld

@JesKorn

 

@tracibrowne So true. And sometimes I favorite an item to read later on a bigger screen, but haven’t formed an opinion yet. #CMWorld

@markalves

 

I’m a fan of multivariate testing for important conversion pages, as well. #CMworld

@leenjones

 

A3: When content does not get the response that you were looking for, you are left to answer ‘why’ #CMWorld

@WhatRunsWhere

 

@o0KitKat0o We’d love more in-depth discussion on this! Great thought. #cmworld

@CMIContent

 

A4: We’ve found @Marketo pretty useful for tracking content success #cmworld

@Ebyline

 

@tamarweiss @StudioOne @businessgp Yes, there are 1.8 million blog posts published each day. Gotta go a little bigger to stand out! #cmworld

@crestodina

 

Lately, I’m excited about the tool UserZoom–it combines a variety of handy assessment tools into one service. #CMworld

@leenjones

 

@heyheyman yup, and that’s exactly the argument I use to get analytics as part of someone’s goals/regular job duties #cmworld

@SFerika

 

Before launching, however, nothing is better than qualitative feedback. #CMworld

@leenjones

 

@vegecomgirl Hello! Nice to “see” you again on the #CMWorld chat! Hope your week has been great!

@pamelamuldoon

 

@NenadSenic I struggle with this…I hate to have my name attached to mediocre but if it’s what the audience wants…sigh #cmworld

@tracibrowne

 

I like to explore 2-3 concepts (or samples) for the content and test them out with a few people. #CMworld

@leenjones

 

Also make your content easily shareable. We’re competing with shorter attention span these days. #CMWorld

@MikeMontanoME

 

Spammers -_- great example of the wrong way to communicate with your audience #cmworld

@G3Brian

 

@SFerika Yep – hoping that’ll happen here too! πŸ™‚ #cmworld

@heyheyman

 

That way, you ensure your content concept is solid. After you launch, you can focus more on enhancements and optimization. #CMworld

@leenjones

 

@tracibrowne But isn’t the audience the one that says what’s meh and what isn’t not us? #cmworld

@NenadSenic

 

@Insightera @leenjones Re: content guidelines – must support your brand narrative. #cmworld

@pisarose

 

Don’t forget to A/B test on social media. I’ve found same copy with visual/without visual makes a huge difference. #cmworld

@heyheyman

 

@leenjones Which specific analytic/remote testing tools do you use? #CMWorld

@Stephyena

 

A4. My problem is that I’m too skeptical! As much as I like polls/surveys, don’t always trust them. However, there is useful info! #cmworld

@vegecomgirl

 

A4 @marketo and @salesforce dashboards have been key tools for measuring content effectiveness #cmworld

@SFerika

 

A4. I also like to connect directly with some readers/customers for direct feedback #cmworld

@vegecomgirl

 

Have to say, I’m really looking forward to today’s #CMWorld recap.

@iCopyright

 

@NickKellet @NenadSenic and I don’t think our job is to mindlessly entertain, it’s to drive sales or retain customers #cmworld

@tracibrowne

 

@thitnle Exactly!!! You should be using your content to build a relationship with your audience. Slow and stead. #cmworld

@Appweevr

 

Is your audience real? As they reading or just sharing? #bigdifference #cmworld

@NickKellet

 

@heyheyman Great point, Ben! Thanks for sharing that thought. #CMWorld

@CMIContent

 

I’m impressed that we’ve already attracted the spam bots #cmworld πŸ˜‰

@SFerika

 

A4. @vegecomgirl Agree. In surveys, I think what people say they do and what they actually do can be REALLY different. #cmworld

@SaraTambascio

 

Super relevant-so many RTs are done w/o reading. MT @NickKellet Is your audience real? As they reading or just sharing? #cmworld

@JesKorn

 

@SFerika the #cmworld tag is notorious now πŸ˜‰

@JoePulizzi

 

A4. A/B testing content is great, especially with newsletters! #cmworld

@vegecomgirl

 

@johnvlane That’s right. The share could mean that @tracibrowne finds it absurd. #CMWorld

@markalves

 

Check out @Atomic_Reach to see how your content performs with your target audience! Shows you how to optimize content for them. #cmworld

@summer_luu

 

Q5: What type of metrics do you wish you had access to that you can’t easily find? #CMWorld

 

Q4: There’s a lot of confusion out there about tools and the effectiveness of tools. Most marketers use several tools. #cmworld

@Appweevr

 

@crestodina Thanksgiving? #CMWorld

@KyleAkerman

 

@NickKellet @CrimsonCEO @MikeMontanoME Too many sharing buttons can also mean website cannibalization: http://t.co/NMb2qRlYt5 #cmworld

@crestodina

 

@JesKorn So much of social shares are simply feeding blogger’s ego. Not real. No long-term commitment. #cmworld

@NickKellet

 

@NickKellet Great questions! HI!!! #cmworld

@vegecomgirl

 

@vegecomgirl Great point. It’s their experience that we want to highlight and convey in our content. Why not hear from the source? #CMWorld

@repub_Hub

 

@NickKellet Good question. I was going to just retweet, but that seemed wrong. #cmworld

@SaraTambascio

 

@Appweevr Definitely. What has worked well for you? #CMWorld

@CMIContent

 

A4. We love @argylesocial #cmworld

@StudioOne

 

@summer_luu @Atomic_Reach Great idea – thanks! #CMWorld

@CMIContent

 

You want to be sharable where your audience is active Ex: Twitter, G+, LinkedIn, Facebook, Pinterest, etc. NickKellet @MikeMontanoME #CMWorld

@CrimsonCEO

 

A5: We have so much data but it is hard to slice it in a meaningful way. I think we have almost every possible metric. Ever. #cmworld

@heyheyman

 

I am fascinated by neuroscience. I wish I could see heat map images of people’s brains as they interacted with content! #CMworld

@leenjones

 

@MikeMontanoME True! As mktrs we’re usually more aware of content; our targets are not. Their attention spans are much shorter. #CMWorld

@Stephyena

 

@NickKellet it’s interesting how fast a ink w/a great headline (and meh content) can spread. But what is that worth? #cmworld

@SFerika

 

@pamelamuldoon Short workweek! Can’t get better than that. Oh wait. It can! LOL Hope you’re doing well! #cmworld

@vegecomgirl

 

A5: If your content never existed, would anyone miss it? Would you leave a gap in the marketplace? @JoePulizzi #EpicContent #cmworld

@pisarose

 

A5: (not provided) #cmworld

@SaraTambascio

 

A4: If social shares are your thing http://t.co/omVBr19apz is great way to see your share factor (And also your competitors!) #CMWorld

@WhatRunsWhere

 

@CMIContent A content metrics (holiday?) wish lists πŸ™‚ #CMWorld

@repub_Hub

 

A5 How are people finding your content…what do people do with it and how soon do they take that action after viewing #cmworld

@tracibrowne

 

@JesKorn Doing well, thanks! Hope you are as well! #cmworld

@vegecomgirl

 

@heyheyman Any channels where the visual version doesn’t win? Those exceptions (I assume) could be interesting. #CMWorld

@markalves

 

@CMIContent #CMWorld A5: I wish there was more information about social traffic compiled in one place for meaningful analysis

@Laurenekstrandk

 

#cmworld Retweet doesn’t mean reALtweet. 2 letters make AL the difference.

@businessgp

 

@repub_Hub Sounds right up our alley! Great idea! #CMWorld

@CMIContent

 

If people want to share they will. Liking is harder if no buttons present. #liking vs #sharing #cmworld

@NickKellet

 

@leenjones Ooh, I haven’t heard of it. I’ll check it out. Thanks! #CMWorld

@Stephyena

 

I also wish we could connect the dots more easily between how potential buyers interact with content + its influence on buying. #CMWorld

@leenjones

 

@repub_Hub It’s one of those things where sometimes your #contentmarketing can build your #customerservice #cmworld

@vegecomgirl

 

@SaraTambascio Ha! If you read it, then it’s Ok:) #cmworld

@NickKellet

 

A5: Would love to have a detailed breakdown of my content’s emotional impact. #cmworld

@pisarose

 

@markalves Every platform is putting more emphasis on visuals – including Twitter and LinkedIn. At least in my tests, visuals win. #CMWorld

@heyheyman

 

And, I wish we could better connect the dots to show the impact of content across the entire customer lifecycle. #cmworld

@leenjones

 

@crestodina Great! Will check this out as well. Thanks! #CMWorld

@Stephyena

 

@SFerika Spreading is not reading #cmworld

@NickKellet

 

A5 I’d love to be able to track when a qualified lead comes in from a link to our content *someone else* shared #cmworld

@SFerika

 

@NickKellet @JesKorn I don’t know, I think lot of social shares are done from respect for the writer. It’s relevant to the audience #CMWorld

@lttlewys

 

Our content-related data gives us a great myopic view, but we also need a holistic view. A mega dashboard. #CMworld

@leenjones

 

Not only know your audience but create content that makes others want to keep the conversation going. @CrimsonCEO @NickKellet #CMWorld

@MikeMontanoME

 

A5: Agreed…would love to know the “actual” engagement time with our content. #cmworld

@JoePulizzi

 

@CMIContent A5: How many actually saw the tweet in their stream even if they didn’t interact or expand. #CMWorld

@markalves

 

A5: I’d like to be able to identify same followers on different accounts/networks. 2 of my social accts share followers @CMIContent #CMWorld

@itrejomx

 

A5 would also be nice to be able to see if a prospect has your content open in a tab on their desktop for a while b4 taking action #cmworld

@SFerika

 

@SFerika Yes – and then you can build your influencer list at the same time. #CMWorld

@CMIContent

 

A5. value of reach vs. value of reader and how that ties into conversion for #ecommerce #cmworld

@vegecomgirl

 

A5: How about “dark social” impact of content? Would be great to know about offline shares as well. #cmworld

@pisarose

 

That would be great! MT @SFerika A5 To be able to track when a qualified lead comes in from a link to our content or someone else #cmworld

@StudioOne

 

When will we have the courage to kick of clicks and track engagement – My sense is never #cmworld

@NickKellet

 

@pisarose @leenjones Attribution tools can help with this. CMWorld

@SueBrady

 

@pisarose Great thought! #CMWorld

@CMIContent

 

As content volume goes up (and it is) clicks mean less / engagement means more. #cmworld

@NickKellet

 

@itrejomx Definitely! #CMWorld

@CMIContent

 

@pisarose Nice! How far does the word of mouth travel! #cmworld

@vegecomgirl

 

@vegecomgirl Exactly what I was going to say. A5: Really love to be able to measure more about the reader. #cmworld

@JesKorn

 

Q6: Who in an organization is responsible for analyzing/proving content effectiveness? #CMWorld

 

Yes the more you engage your audience, the more likely they are to remember you when they have a need. #CMWorld @MikeMontanoME @NickKellet

@CrimsonCEO

 

@NickKellet Engagement is everything these days. Engagement and nurturing. #CMWorld

@WhatRunsWhere

 

A6 marketing…oh but who… #cmworld

@tracibrowne

 

@JesKorn great minds! #cmworld

@vegecomgirl

 

@CMIContent We basically developed our own software 2 measure inspiration, commitment and emotion of users 2 content. #relationship #cmworld

@Appweevr

 

Measuring content effectiveness is kind of like the wild west right now. If you want to venture into it, go for it. #CMworld

@leenjones

 

@CMIContent A6: Ideally a content marketer. But, if not it’s the person interacting/posting the most. Falls under my role often. #cmworld

@JesKorn

 

@CrimsonCEO @MikeMontanoME It’s not about you engaging with them – it’s about them volunteering to engage with you #cmworld

@NickKellet

 

If not, evaluating content is an awesome opportunity for content marketers to partner with business intelligence analysts. #CMworld

@leenjones

 

I’m enjoying the conversations going on right now! #CMWorld

@MikeMontanoME

 

A6: In an org, no one is the sole owner of content. It serves as a big biz function and should have collective ownership. #cmworld

@heyheyman

 

If we really believe content is a business asset, then we need to treat content-related data like business intelligence. #CMworld

@leenjones

 

A6 whoever it is will move up the ladder quickly if they figure it out and do it well #cmworld

@tracibrowne

 

@NickKellet @pisarose Stop and start, repeat? Or are we thinking link a bus making stops until it reaches the depot? #cmworld

@vegecomgirl

 

@MikeMontanoME Thanks Mike! Jump on in! #CMWorld

@CMIContent

 

A6 the buck stops w/the head of content but ideally they have an amazing data analyst to work with #cmworld #differentskillsets

@SFerika

 

Time & emotion/caring is finite. 1:9:90 holds tight and will continue to do so #cmworld

@NickKellet

 

@leenjones Love the take on business intelligence. We’ve been kicking around taking our research into this area. #cmworld

@JoePulizzi

 

Why do BI analysts need us? Content marketers are critical to providing context–what the content was intended to do, and so on. #CMworld

@leenjones

 

@heyheyman Right – no silos! #CMWorld

@CMIContent

 

@CMIContent The content creator knows all the context, BUT they would have to have no biased and check their ego come result time #CMWorld

@WhatRunsWhere

 

Hmm content creator seems to be a jack/jill of all trades nowadays #CMWorld

@thitnle

 

When users engage w/content, do they influence others and how? Which users r viewed as a trusted authority on the content subject? #cmworld

@Appweevr

 

@CMIContent A6: marketing, specifically content creators and analytics teams, and web/UX teams generally #cmworld

@rachelnislick

 

It would be awesome to be able to quantify the multiplier effect of a particular person within a customer community. #CMWorld

@JakeDParent

 

Let’s be clear #Like <> #engagement – We like to clear our conscience / discharge favors #cmworld

@NickKellet

 

A6: Should be someone specific, but not all brands have a budget. Someone dealing w/marketing and content. #CMWorld

@repub_Hub

 

A6 – Marketing, PR, social media, Chief Content Officer or an intern. Depends how big they are and how much they focus on it #cmworld

@Launch_it

 

Q6: Ideally, the same person in charge of building an audience. You have to understand what content converts to target. #CMWorld

@MichaelMooneyy

 

A6: that’s a tough one. Need an analyst and a strategist. Social media team leader and social media analyst #CMWorld

@itrejomx

 

@MichaelMooneyy Smart! #CMWorld

@CMIContent

 

Since some of you here are writers…do you feel uppity when you use “whom” correctly…or do you just use “who”? #cmworld

@tracibrowne

 

Oh goodie. The spammers have arrived. What would a tweetchat be without them? They are a measure of quality content! LoL #cmworld

@Appweevr

 

MT @JakeDParent: It would be awesome to quantify the multiplier effect of a particular person within a customer community. #CMWorld

@SFerika

 

A6. I’d first put it to the marketing analyst. Certainly, partner up with those members feeding you the content #cmworld

@caramellagirl

 

@vegecomgirl @pisarose Content moves from post to post under it’s own steam. Only if content or author are compelling enough #cmworld

@NickKellet

 

Content needs to be tied into an overarching mission of an organization. The larger the organization, the more authority needed. #CMWorld

@JakeDParent

 

Did you hear ? #CMWorld trending in the US ? @crestodina did it. I call that badass. Even as a cold hearted robot, I am impressed.

@WhoTrendedIT

 

@tracibrowne … definitely uppity about ‘whom’ and ‘who’ over here, but that’s my job πŸ™‚ #cmworld

@TSNN_Rachel

 

A6: Has to be someone with marketing experience, and sales is a plus. #cmworld

@iCopyright

 

@tracibrowne Not at all! Do you? #CMWorld

@CMIContent

 

@Appweevr I use “who.” #cmworld

@kenericson

 

A/B test long vs short-form writing, commentary-driven vs. data aggregation, etc. There’s a place and audience for both. #CMworld

@o0KitKat0o

 

@tracibrowne No question–I tend to feel elitist when using “whom.” #cmworld

@pisarose

 

Q6 person/team designated for the job. Content strategy/mgmt isn’t a duty on a long list of tasks Its a content managers main role #CMWorld

@CrimsonCEO

 

@tracibrowne Lol!! Ohh, are you a secret #GrammerNerd?? *swoon* #CMWorld

@lttlewys

 

Q7: Are there certain content formats that you’ve seen to be most effective for your organization? #CMWorld

 

@NickKellet @pisarose I love getting your insights and knowledge! TY! #cmworld

@vegecomgirl

 

A6 The content marketer. Their experience with the audience makes them more knowledgeable than an analyst detached from the content #CMWorld

@Stephyena

 

I find time and again that the tried-and-true best practices in content format work. #CMworld

@leenjones

 

The role of a Digital Marketing Analyst is in the future(if not already) of marketing teams; content, social, web #CMWorld

@pamelamuldoon

 

a7: Infographics. They travel well socially. #cmworld

@kenericson

 

@lttlewys @tracibrowne Yes – I’m a big fan of grammar nerds! #cmworld

@cmcphillips

 

@pisarose @tracibrowne Love it. #CMWorld

@JakeDParent

 

A6. I’d first put it to the marketing analyst. Certainly, partner up with those members feeding you the content #cmworld

@vegecomgirl

 

Chunk content. Layer it. Frame it with clear messaging and a human voice. #CMworld

@leenjones

 

@CMIContent Infographic format get shared the most! #CMWorld

@thitnle

 

A7: Visuals. Visual content always performs higher than anything else. #cmworld

@heyheyman

 

But, at the end of the day, what makes the biggest difference to content effectiveness is the substance. #CMworld

@leenjones

 

Q7 Infographics! Visuals are a great way to grab attention #CMWorld

@CrimsonCEO

 

A7: Definitely newsletters that have actually ‘original’ news in them and not aggregated content. #cmworld

@TSNN_Rachel

 

@vegecomgirl Agreed! Bad customer service = bad reviews = negative customer experience. #cmworld

@repub_Hub

 

A7: For us, definitely…. sadly, it’s not consistent πŸ˜‰ Working on that!! #cmworld

@lttlewys

 

MR @leenjones Content marketing + big data can = the best of friends. #cmworld

@Insightera

 

A7 We work with a lot of products, so visual content that is easily scrollable/searchable works best for us #cmworld

@Launch_it

 

Substance is the hardest part to get right–especially speaking in terms of customers’ needs + problems, not your own jargon. #CMworld

@leenjones

 

A7: Well designed story. Proven fact. Print or digital. #cmworld

@NenadSenic

 

Visuals and infographics…anything to catch the consumers eye! #cmworld

@StudioOne

 

A7 I know everyone is saying visuals and such, but personally I prefer text…just shows you should have a mix…not one format #cmworld

@tracibrowne

 

@Appweevr @Curalate @hootsuite Awesome, will have to check it this out. Thanks for the suggestion! #CMWorld

@repub_Hub

 

A7 webinars have performed well for me for B2B content, as have SlideShare and infographics #cmworld

@SFerika

 

A6: There’s an interesting trend happening. The combining of CMO & CTO into one position. That speaks volumes about the confusion. #cmworld

@Appweevr

 

I think length can be mixed to create novelty. Always need three types though: 1) original 2) co-created 3) curated #CMWorld

@JakeDParent

 

A7 answer will also be different depending on where viewer is on the sales cycle and role in purchase #cmworld

@tracibrowne

 

@CrimsonCEO Agree!!! #cmworld

@caramellagirl

 

@TSNN_Rachel Great that you know what is best for your! That’s fantastic. #CMWorld

@CMIContent

 

A7. A great, rich story. #cmworld

@StudioOne

 

@tamarweiss that’s a good Q. I think sometimes that can happen. Still not sure why I get so much Uggs comment spam personally #CMWorld

@SFerika

 

A7: Short blog posts with compelling titles. Images and infographics as well. Succinctness is key. #CMWorld

@Stephyena

 

@leenjones Very true. Especially for small businesses have the outside consultants are a great option budget-wise. #CMWorld

@repub_Hub

 

A7: Also, videos, anything visual, infographics, etc #cmworld

@TSNN_Rachel

 

A7: Agree with @heyheyman. Visual content rocks. Original graphics (or quick home-grown visuals) put a witty spin on copy. #cmworld

@pisarose

 

@kenericson Agreed! Although a tad time consuming, a well done infographic can go a long way socially #CMWorld

@WhatRunsWhere

 

@SFerika I need to get on @SlideShare more, I know @NickKellet is quite obsessive about it!! #cmworld

@lttlewys

 

@CMIContent @leenjones What about predictive analytics and big data for measurement? (Trick question!) πŸ˜› #cmworld

@Insightera

 

@StudioOne How do you define “great & rich”? Are there any parameters? #CMWOrld

@thitnle

 

I’m also finding that the art of the tease has a big impact on effectiveness, at least in getting people to the content. #cmworld

@leenjones

 

A7. Video/animation has been effective, especially for #storytelling. #cmworld

@caramellagirl

 

@lttlewys @SFerika @SlideShare @NickKellet Yes…you do! In case you didn’t know, we’re big fans too! #CMWorld

@CMIContent

 

A7] How-to, DIY content is always popular and, for my restaurant clients, recipes are among the greatest content hits! #CMWorld

@MuseContentGrp

 

Business Insider is a great example of teasing the same content in multiple ways to reach different audiences. #cmworld

@leenjones

 

@leenjones This from @avinash shows how to measure if content provided is what audience wants. http://t.co/Sa8fdNjJh5 #CMWorld

@KyleAkerman

 

A7: Longer tail (ongoing narratives) performs well. Too many B2B folks pack all the juicy bits into one piece. #cmworld

@pisarose

 

A7. Also, “human” stories (when working with artists/fans) #cmworld

@vegecomgirl

 

Q7: Agree. Visuals are not only popular within organizations, they work well when communicating with your audience too. #cmworld

@Appweevr

 

A7. Videos are also growing in effectiveness. #cmworld

@StudioOne

 

@lttlewys @NickKellet it’s really effective. @SlideShare became our primary social referrer at last gig #cmworld

@SFerika

 

@SFerika Yes! Forgot to add webinars. Those are great as well! #CMWorld

@Stephyena

 

@leenjones Yup recreating and curating your content also helps you in the consistency department #CMWorld

@G3Brian

 

@leenjones That’s interesting! Any examples? #CMWorld

@CMIContent

 

@vegecomgirl You’re welcome, Carmella! I’m confident you’ll return the favor. πŸ™‚ @NickKellet #CMWorld

@pisarose

 

A7: Headlines with numbers letting the reader know a list is to come. #listlover #CMWorld

@repub_Hub

 

@vegecomgirl definitely! We can always relate to a personal story #CMWorld

@thitnle

 

A7: Formats are like tools. If you use a hammer for every job, the result isn’t going to be pretty. Use the right tool for the job #CMWorld

@MichaelMooneyy

 

A7. Video/animation has been effective, especially for #storytelling. #cmworld

@vegecomgirl

 

@tracibrowne Agreed! Directing what you want to say to who is one of the best way of ensuring content effectiveness. #CMWorld

@WhatRunsWhere

 

Q8: Do you take steps to do anything with the content you find to be most effective (e.g. updating the CTAs) #CMWorld

@CMIContent

 

A7: But in general, visual storytelling can generate the most engagement. #CMWorld

@repub_Hub

 

A7 question…how is everyone measuring the effectiveness of what their answers are???? How do you know it’s the best format? #cmworld

@tracibrowne

 

A7: infographics, content that won’t expire quickly, surprises: funny/unexpected content not usually posted on the acct, Easter eggs #CMWorld

@itrejomx

 

@CMIContent What’s CTA? #cmworld

@NenadSenic

 

8 I’m a big fan of trying to replicate what works well. So, if a new CTA works well in one place, let’s try it in other places. #CMworld

@leenjones

 

A7: Anyone here using audio or podcasting? #cmworld

@Appweevr

 

@MichaelMooneyy We like that! And you just gave me an idea… #CMWorld

@CMIContent

 

A7: Imagery to showcase your message. #cmworld

@iCopyright

 

8 That ability to repeat success is a big part of the value prop for evaluating content effectiveness. #CMworld

@leenjones

 

A8 – We try to reference successful content in new pieces when it’s relevant #cmworld

@Ebyline

 

@vegecomgirl I always wish I had more budget for animation (instead of talking head videos); can be so powerful #cmworld

@SFerika

 

8 When you evaluate, you find opportunities to improve or problems to fix–as well as the things that work well. #CMworld

@leenjones

 

Sorry to be joining so late – how’s everyone’s Tuesday so far? #CMWorld

@Steph_Montreuil

 

@Appweevr Did you see @JoePulizzi and @Robert_Rose’s new podcast? http://t.co/thFfi7xfJp #CMWorld

@CMIContent

 

@tracibrowne We measure based on views, clicks, comments and social shares #cmworld

@Launch_it

 

A8: Recycle/repurpose as new leads head down the funnel. #CMWorld

@MichaelMooneyy

 

@Steph_Montreuil Hi Stephanie! Welcome! #CMWorld

@CMIContent

 

 

 

A8. I like to play around with CTAs. In text and visually. Ex. “Shop Now” vs. “Begin Your Journey.” Oddly better with latter! #cmworld

@vegecomgirl

 

7 A visual approach to content doesn’t have to be images or video. It can be a really great layout and design of words, too. #cmworld

@leenjones

 

@CMIContent hiya! πŸ™‚ #CMWorld

@Steph_Montreuil

 

Content successful with one audience might not work with another. Testing helps. #cmworld

@CTrappe

 

A8: Create more content around it, eg a video adding insights to a blog post, a case study, even transcreation in another language #CMWorld

@webber_karen

 

A8: Recycling our effective content across all platforms helps…change headlines, use imagery, turn paragraphs into bullets, etc. #cmworld

@iCopyright

 

A8. Definitely look at messaging and using different images/typography/visuals by channel/audience #cmworld

@vegecomgirl

 

Testing content in the live environment of audiences. #cmworld

@CTrappe

 

@CMIContent Thanks for sharing! Definitely going to check out that new podcast! #cmworld

@pisarose

 

A8: In order to use content to build a relationship with your audience, the content needs to live and breathe! Repurpose, retarget. #cmworld

@Appweevr

 

You know your chat has arrived when there is so much spam!! #CMWorld

@Steph_Montreuil

 

Yes! MT @leenjones A7. Visuals approach to content doesn’t have to be images. It can be a great layout and design of words, too. #cmworld

@StudioOne

 

@Steph_Montreuil I know…it’s really bad today! Started at 21 min after the hour. #CMWorld

@CMIContent

 

@Steph_Montreuil Too funny… and kinda sad! #CMWorld

@chieflemonhead

 

@CMIContent yowsers – it really is. #CMWorld

@Steph_Montreuil

 

@Appweevr Well said! #cmworld

@iCopyright

 

@pisarose Thanks Shelly! Just launched last week. #CMWorld

@CMIContent

 

@NickKellet @WhoTrendedIT @crestodina Woot! #CMWorld http://t.co/SGQJhtJmuE

@KyleAkerman

 

@chieflemonhead it is – super obnoxious :/ #CMWorld

@Steph_Montreuil

 

@SFerika For my company, we’re big on #storytelling. So, we make use of videos to intro products and connect with customers #cmworld

@vegecomgirl

 

Q9: What do you do with content that is not deemed as effective? #CMWorld

 

Q8] Content recycling is all the rage these days! Transforming old white papers into infographics, SM images into slideshows, etc. #CMworld

@MuseContentGrp

 

@JakeDParent Haha! I may have seen something… #CMWorld

@CMIContent

 

A9: figure out why. Wrong headline, wrong target audience, wrong platform? #CMWorld

@Steph_Montreuil

 

9 I explore either how to improve it or remove it. I try to learn why it wasn’t effective + add it to our “content wisdom.” #CMworld

@leenjones

 

A9 swear to my grave I didn’t write it…it was the other guy πŸ˜‰ #cmworld

@tracibrowne

 

A9: If possible, repurpose with a different angle. Maybe it was first executed on a platform that didn’t fit. #cmworld

@JesKorn

 

That wisdom becomes a valuable asset to your planning and to training new members of your team or new agencies who work with you. #CMworld

@leenjones

 

@Steph_Montreuil Right! Not always wrong content. Don’t dismiss too quickly. #CMWorld

@CMIContent

 

Twitter spam is horrible. Gang, the team is working on this as we speak. #CMWorld

@JoePulizzi

 

Learn from it. Do more of what works and less of what doesn’t. #CMWorld

@JakeDParent

 

Wow – some of these spammy tweets have really creative hashtags #CMWorld

@Steph_Montreuil

 

@pamelamuldoon Been thinking of doing more podcasting for my personal blog. Not sure it would work for company. Should try #cmworld

@vegecomgirl

 

A9 good to evaluate if you can morph it into other formats that may work better; and to ID why it didn’t connect w/your community #CMworld

@SFerika

 

@JoePulizzi Once black Friday is over it should fix itself…not your fault. #cmworld

@tracibrowne

 

@CMIContent @JoePulizzi @Robert_Rose Yes!! Great content. Very needed & very insightful. Podcasting gets overlooked by marketers. #cmworld

@Appweevr

 

A9 Figure out why it isn’t working, tweak if you can, bin if you can’t & learn from the experience #CMWorld

@webber_karen

 

A9: Sounds like a great blog post idea: “Why My Content Tanked–an Investigation Into Missing Relevance.” #cmworld

@pisarose

 

A9: Repurpose it. I go back and look it over. Maybe it was the delivery. Perhaps a blog post can be an infographic or a @SlideShare #CMWorld

@Stephyena

 

@CMIContent Great question! #CMWorld

@repub_Hub

 

@CMIContent Another thing to look at is what metrics you used to measure the success of previous content. #CMWorld

@Steph_Montreuil

 

@Steph_Montreuil yes! #cmworld goes great with #FamilyGuy lol

@caramellagirl

 

A9. Target the problem and revamp it #cmworld

@StudioOne

 

If you measured your previous “successful” content against wrong metric, your content might have always been crap #CMWorld

@Steph_Montreuil

 

A9 have seen the same story perform vastly differently in different content formats (like a @SlideShare kicking a webinar’s tush) #cmworld

@SFerika

 

@StudioOne Yes! What are your steps for targeting the problem? #CMWorld

@CMIContent

 

@Steph_Montreuil Rite?? and in such a strange order πŸ˜‰ #cmworld

@lttlewys

 

@caramellagirl and #travelskills apparently πŸ™‚ #CMWorld

@Steph_Montreuil

 

@vegecomgirl @pamelamuldoon Not a bad idea. I like that. #CMWorld

@JoePulizzi

 

If we were measuring this chat based on participation our numbers would be way skewed…so there is a lesson in all this spam #cmworld

@tracibrowne

 

@lttlewys it’s so bizarre! #CMWorld

@Steph_Montreuil

 

A9. Learn from it. Repurpose it. Modify it. Don’t trash it. #cmworld

@caramellagirl

 

Q9 Determine why content was ineffective &learn from the mistake. Was it not informative interesting or engaging; promoted wrong? #CMWorld

@CrimsonCEO

 

So… I should be in #CMWorld joining this conversation! But, about to jump onto a conf call. Anyone got Coles Notes! πŸ™‚

@chieflemonhead

 

These spammers are terrible at the whole “communicating with their audience” thing #ironic #cmworld

@G3Brian

 

@vegecomgirl Just like blog, a podcast can take many forms; what would be objective of the podcast? Goal? That can drive format. #CMWorld

@pamelamuldoon

 

@tracibrowne very good point! The total number of impressions would be way off, since all these ppl have so MANY followers πŸ˜‰ #CMWorld

@Steph_Montreuil

 

A9: Take a second (or third?) look. How can I can up the quality? Is it too copy-heavy? Try to see it from a consumer perspective. #CMWorld

@repub_Hub

 

A9. Learn from it. Repurpose it. Modify it. Don’t trash it. #cmworld

@vegecomgirl

 

@chieflemonhead Hi Judi! Watch http://t.co/ewfEVICuBc. We’ll post there soon! Thanks! #CMWorld

@CMIContent

 

@Steph_Montreuil Yes, selecting the right metrics for success are key, ideally metrics aligned with the content goal. #CMWorld

@leenjones

 

@iCopyright Thank you! #cmworld

@Appweevr

 

@WhatRunsWhere @CMIContent Eventually someone is going to put that 2nd phone camera to good use! #CMWorld

@markalves

 

Learning a lot from #CMWorld. Talking about ineffective content, all I think about is “my content is bad. Trash it!” -__-“

@thitnle

 

A7: I hear User Generated Content in the form of a Yearbook works πŸ™‚ http://t.co/EoEk84JHrM #CMWorld @crestodina

@KyleAkerman

 

@leenjones fully agree – if you still measure success by shares, you’d be sadly surprised at how few sharers read content #CMWorld

@Steph_Montreuil

 

A9: Recycle and redistribute on a different platform. Test out a new headline, add a visual. #cmworld

@iCopyright

 

@Steph_Montreuil @caramellagirl I think we’d go better with #southpark than #familyguy personally… πŸ˜‰ #cmworld

@SFerika

 

Important to have a good personal relationship with at least a few people in your target audience so you can debrief them. #CMWorld

@JakeDParent

 

A9 try it again…could just be bad timing…you might get completely different results on another day #cmworld

@tracibrowne

 

@pamelamuldoon Exactly! That’s what would need to be determined for work w. team. We’re so visual here, but you never know #cmworld

@vegecomgirl

 

Look at what has worked in the past and what didn’t work in that post. @CMIContent #CMWorld

@StudioOne

 

Hey @CMIContent Were there any #CMWorld sessions on driving/measuring traffic to brick and mortar stores? Looking to review topics.

@SarahVanElzen

 

@SFerika @caramellagirl shhhhh, don’t tell them that πŸ˜‰ #CMWorld

@Steph_Montreuil

 

@KyleAkerman @crestodina We have too! Love that labor-intensive and fun project and blog post! #CMWorld

@CMIContent

 

Q10: What are some things fwd-thinking content marketers are doing differently than peers when it comes to content effectiveness? #CMWorld

 

@crestodina darn it Crestodina, don’t encourage him! @NickKellet @JakeDParent #CMWorld

@Steph_Montreuil

 

@CMIContent Learn from it and move on! #CMWorld

@dforget

 

@vegecomgirl Theatre of the Mind, baby! Tell a story the old fashioned way…by talking it out! πŸ˜‰ #CMWorld

@pamelamuldoon

 

@tracibrowne Just an hour can make a difference. Peak vs off-peak times to post. #CMWorld

@repub_Hub

 

@CMIContent Awesome… thank you! Looks like some really good stuff (minus the spammers). πŸ™‚ #CMWorld

@chieflemonhead

 

@CMIContent A10: Read @joepulizzi’s books πŸ˜‰ #cmworld

@NenadSenic

 

@repub_Hub for example…you may have posted something great that got lost amidst all the spammers today #cmworld

@tracibrowne

 

A9: Sometimes content is ineffective because of bad timing (not bad content). Let bad content marinate. Then go back 2 it later. #cmworld

@Appweevr

 

A10: Keeping content as an educational tool, instead of a sales tool #cmworld

@G3Brian

 

A10: Plan, Create, Spread, Measure Results, Adjust, Rinse, Repeat. It’s not rocket science, you have to be consistent though #CMWorld

@Steph_Montreuil

 

@NenadSenic @joepulizzi You’re so kind, Nenad! #CMWorld

@CMIContent

 

@NickKellet @CrimsonCEO I frequently have come in to archives of content w/almost no promotion; then I get that into the process #cmworld

@SFerika

 

A10 – IMO, the best content marketers are being relevant before the audience knows the content is needed. Ahead of the curve! #CMWorld

@chieflemonhead

 

@CMIContent @pisarose Followed by How I Gave My Content a 2nd (3rd?) Chance by Writing a Post About Its Failure #CMWorld

@markalves

 

@o0KitKat0o @merrymoler @kellyltravis and @garywrites You guys are on page 23 of the #cmworld yearbook! http://t.co/BvA50Qh9aQ

@crestodina

 

10 Forward-thinking content marketers are 1. Planning and evaluating content for the entire customer lifecycle #CMworld

@leenjones

 

A10. Please let me know! I’d love to learn from them! #cmworld

@vegecomgirl

 

A10 Smart people utilizing more forms of media eg @garyvee – 1st slidedeck on @SlideShare this week – 150k views #cmworld

@NickKellet

 

A10] Consistently write with a distinctive brand voice! It’s not just what you say; it’s how you say it. #CMWorld

@MuseContentGrp

 

A10 I know I’m going to have some haters here but I think those who start selling a tiny bit in their content will reap rewards #cmworld

@tracibrowne

 

10 and 2 Working toward agility in content evaluation. #cmworld

@leenjones

 

@NickKellet I am glad I finally converted you into @garyvee fanboy – took you long enough πŸ˜‰ @SlideShare #CMWorld

@Steph_Montreuil

 

A10: Master content marketers are willing to get uncomfortable. The experiment and take risks. #cmworld

@pisarose

 

A10: They are TRULY looking to give the reader something of value. Promoting your service comes later. #CMWorld

@dforget

 

A10 Involving more people in your content is smart – it elevates you – shows your connections & emotionally involves others. #cmworld

@NickKellet

 

@chieflemonhead How do you seem them doing that? #cmworld

@caramellagirl

 

Don’t just think of what sells; think of what sticks & matters. Great content marketers know diff between $1 today & $1K tomorrow #CMWorld

@chieflemonhead

 

Forward-thinking content marketers realize they need to move between the big picture and the details with ease. #CMworld

@leenjones

 

Q10 Enabling sales with targeted content for their leads to close deals faster #CMWorld

@CrimsonCEO

 

A10 I think we’ve taken this notion of not selling too far…our readers want to buy but we make it difficult for them to do it #cmworld

@tracibrowne

 

@pisarose I’d click that headline! #CMWorld

@KyleAkerman

 

@Steph_Montreuil @garyvee @SlideShare You have to see his Social Graph vs his Content Graph #cmworld

@NickKellet

 

A10. Got to put sales on the back-burner a bit. Where’s the real value? Connecting your brand or increasing rev? I say the former #cmworld

@vegecomgirl

 

A10: Good content marketers realize all content is a dialogue. #cmworld

@pisarose

 

@tracibrowne Examples? #CMWorld

@CMIContent

 

10 So, forward-thinking marketers are hacking together their own dashboards for a big picture view. #CMworld

@leenjones

 

@NickKellet I will have to see the thought process of the analysis… #CMWorld

@Steph_Montreuil

 

The best marketers think of content as fuel for a community rather than as a bullhorn. #CMWorld

@JakeDParent

 

Did we miss your question in today’s chat? Email Cathy[at]http://t.co/RnNbBkDhxG and we’ll be in touch. #CMWorld

@CMIContent

 

@JoePulizzi But of course! @CMIContent #cmworld

@NenadSenic

 

@tracibrowne A10) the word Marketing is in Content Marketing; & Marketing is intended to convert to a sale along the way #CMWorld

@pamelamuldoon

 

A10: Highlighting the customer experience, and honing in on that journey as part of their content strategy. That’s where it starts. #cmworld

@iCopyright

 

@caramellagirl It’s about intimately knowing ur audience. Recognizing thru context outside of the channel/medium. It’s about details #CMWorld

@chieflemonhead

 

@tracibrowne I agree. It is Content MARKETING after all. The best marketing efforts work in support of the sell. #CMWorld

@MuseContentGrp

 

@caramellagirl Getting ahead of the curve means knowing what they go through day-to-day and then providing relevant content #CMWorld

@chieflemonhead

 

@G3Brian Spray and pray πŸ™‚ #CMWorld

@KyleAkerman

 

10 A large tech co, for example, show that customers who engaged with their content more often were more likely to buy. #CMworld

@leenjones

 

@CMIContent convincing me I have a problem that needs solving but not telling me how I can engage you to solve it #dontleavemehanging #cmworld

@tracibrowne

 

 

 

Thank you all for bearing through this chat with all of the spam. Don’t forget transcript will be on http://t.co/ewfEVICuBc soon #CMWorld

@CMIContent

 

Social kindling mt @Steph_Montreuil @JakeDParent The best marketers think of content as fuel for a community #cmworld

@NickKellet

 

Fast & furious #CMWorld chat today; excellent topic! Look forward to the recap @CMIContent; thank you!

@pamelamuldoon

 

Thankful for the viewpoints and insights (and humor) of the #cmworld gang today!

@pisarose

 

Thank you @leenjones for your great insights on content effectiveness! It was really helpful to us all! #CMWorld

@CMIContent

 

Upcoming #CMWorld chat dates/speakers: http://t.co/PcYRzG5TGs Next wk it’s #nonprofit content marketing w/ @franswaa & @fusionspark!

@CMIContent

 

Q10: Forward-thinking marketers define what resonates w/Users in unconventional ways. They’re not afraid of emotional touch points. #cmworld

@Appweevr

 

Great job @CMIContent – you guys run a tight ship! Fun chat as always. #CMWorld

@Steph_Montreuil

 

Thanks to @leenjones for tips, @cmicontent for today’s chat #cmworld

@Ebyline

 

@CMIContent Thanks for curating the #CMWorld chat! I’ll train my eyes and mind more to keep up with everyone πŸ˜‰

@thitnle

 

More info on @leenjones: http://t.co/aFUPglfcpm. Also see Colleen at #CMWorld Sydney, 31 March – 2 April 2014: http://t.co/pq0EnpyQR7

@CMIContent

 

@CMIContent Good night, y’all. And eat some pumpkin pie on my behalf – my favorite US dessert! #cmworld

@NenadSenic

 

A10: Keep quality over quality strategy w/o losing their brand’s vision. Hard to stay consistent with, but important, yes. #CMWorld

@repub_Hub

 

@NickKellet @Steph_Montreuil Haha. That’s awesome. #CMWorld

@JakeDParent

 

@chieflemonhead don’t you start encouraging his weird analogies too πŸ˜‰ @NickKellet @JakeDParent #CMWorld

@Steph_Montreuil

 

@CMIContent You’re very welcome! Thanks to you and the fantastic contributors! #cmworld #youguysrock

@leenjones

 

You know you got way too into #cmworld when you THOUGHT you ordered lunch, but you never finished @Seamless checkout #vegecomgirlproblems

@vegecomgirl

 

@thitnle We’re so glad you joined! Sorry for the last min reminder! See you next Tues! Happy Thanksgiving! #CMWorld

@CMIContent

 

@Steph_Montreuil But… social kindling is just awesome as an analogy! (And context is the oxygen.) πŸ˜‰ #CMWorld @NickKellet @JakeDParent

@chieflemonhead

 

You all are such troopers…sticking with it despite the spammers…just goes to show how important/valuable chat is #cmworld

@tracibrowne

 

@markalves You, my friend, are brilliant! That’s a phenomenal idea. #CMWorld

@WhatRunsWhere

 

@CMIContent @leenjones Great chat. Thank you! Have a happy thanksgiving everyone! #CMWorld

@Stephyena

 

Recycling and repurposing content is a part of the strategy! @SFerika @NickKellet #CMWorld

@CrimsonCEO

 

@KyleAkerman It’s pretty nuts how quickly they came down on us at #CMWorld today, we draw a crowd πŸ™‚

@G3Brian

 

<wink> @Steph_Montreuil @chieflemonhead @JakeDParent Leave me alone:) I need encouragement. I live for feedback #cmworld </wink>

@NickKellet

 

Yet again another insightful chat with @CMIContent. Thanks @leenjones! #CMWorld

@repub_Hub

 

@Stephyena You too, Stephania! Thanks, as always, for your contributions! #CMWorld

@CMIContent

 

@chieflemonhead @Steph_Montreuil @NickKellet That’s deep. #CMWorld

@JakeDParent

 

A10: Marketing heroes — it’s not about tools but, rather, ur willingness to allow content to redefine ur relationship w/users. #cmworld

@Appweevr

 

Dust down / spruce up! @CrimsonCEO @SFerika Recycling and repurposing content is a part of the strategy! @SFerika @NickKellet #CMWorld

@NickKellet

 

@NickKellet you should have tried out for one of the opportunities to get a one on one to get @listly feedback! @garyvee #CMWorld

@Steph_Montreuil

 

@JakeDParent it’s not deep, he’s British πŸ˜‰ @chieflemonhead @NickKellet #CMWorld

@Steph_Montreuil

 

Another fast and furious chat full of great insights. Looking forward to the transcript. Thank you! Have a great Thanksgiving! : ) #cmworld

@Appweevr

 

@JakeDParent that’s the only way I’ve found to explain the strange analogies! @chieflemonhead @NickKellet #CMWorld

@Steph_Montreuil

 

@repub_Hub, @Stephyena, @ebyline You bet! Thanks for the insightful comments + questions! #cmworld

@leenjones

 

#grateful @chieflemonhead @Steph_Montreuil Social kindling is an awesome analogy! (& context is the oxygen.) πŸ˜‰ #CMWorld @JakeDParent

@NickKellet

 

Fantastic insight from @leenjones on today’s #CMWorld chat! Thanks @CMIContent and everyone who shared their knowledge!

@CrimsonCEO

 

The quality of this chat in spite of the spam shows how easy it is to ignore content that isn’t relevant. #CMWorld

@JakeDParent

 

@tracibrowne Yep. It’s called Content “Marketing” for a reason πŸ™‚ #CMWorld

@KyleAkerman

 

@Steph_Montreuil @listly @garyvee We’re running lean as a #startup As my dad use to say “slowly slowly catchy monkey” #cmworld

@NickKellet

 

@JakeDParent Spot on! #cmworld

@caramellagirl

 

Oh look – the spammers are gone! #CMWorld

@Steph_Montreuil

 

Stiff upper tweet! @Steph_Montreuil @JakeDParent it’s not deep, he’s British πŸ˜‰ @chieflemonhead @NickKellet #CMWorld cc @nigelcameron

@NickKellet

 

@NickKellet your British is showing #CMWorld

@Steph_Montreuil

 

@Steph_Montreuil Their job here is done #cmworld and I’m sure they have the metrics to prove their success

@tracibrowne

 

@Steph_Montreuil It’s cuz I showed up! #keepingthepeace #CMWorld πŸ™‚

@chieflemonhead

 

@CrimsonCEO Cheers! And thanks for sharing yours! #CMWorld

@leenjones

 

Kind of missed #CMWorld – next week maybe.

@palkoviz

 

Wear it proud! @Steph_Montreuil @NickKellet your British is showing #CMWorld

@NickKellet

 

@chieflemonhead πŸ™‚ #CMWorld

@Steph_Montreuil

 

@NickKellet @Steph_Montreuil @chieflemonhead @nigelcameron I knew a guy once who had that. #CMWorld

@JakeDParent

 

@tracibrowne @Steph_Montreuil I hope they share their data. Ok. Maybe not #cmworld

@vegecomgirl

 

@NickKellet @Steph_Montreuil It looks quite nice on you #cmworld

@caramellagirl

 

@Steph_Montreuil re: @NickKellet your British is showing #CMWorld > Nick wears his awesomeness well too; cheers! πŸ™‚

@IanGertler

 

 

@tracibrowne @pamelamuldoon Like everything you just have to find the right balance. #CMWorld

@KyleAkerman

 

+1 “@MuseContentGrp: It’s not just what you say; it’s how you say it.

@jamEservices

 

@tracibrowne I agree. It’s like the dumbing down of society #cmworld

@vegecomgirl

 

@KyleAkerman @tracibrowne @pamelamuldoon I’m pretty sure that’s also the secret to a happy life. πŸ™‚ #CMWorld

@JakeDParent

 

@tracibrowne That’s why we have Domino’s Pizza & USA Today. Just good enough so enough people don’t hate it. #CMWorld

@JakeDParent

 

@Appweevr @CMIContent @JoePulizzi Exactly! Also, social media is about people, not logos. It all needs to be more personal. #CMWorld

@MissMerrii