Content Marketing Agencies: A #CMWorld Chat with @Paulroetzer

Paul RoetzerAre you a content marketing agency who is looking to improve the services you offer to your clients? Or are you a marketer who wants to work with an agency? Either way, last week’s #CMWorld chat was filled with nuggets of info to help.

If you want to learn more about the evolution of the content marketing agency, listen to a recent episode of PNR: This Old Marketing.

Paul Roetzer (@paulroetzer) joined us to talk about everything from how to find and qualify an agency to what agencies can do to prepare for the future.

 

Let’s get started! Q1: How should marketing agencies think about evolving in 2014? #CMWorld

 

Q1: For starters, agencies must focus on delivering performance-driven services. Connect actions to outcomes. Measure everything. #CMWorld

@paulroetzer

 

A1: marketing agencies should evolve to giving away free what they most want to sell: Secret Sauce. #CMWorld

@Brewbom

 

A1: I am not sure that many marketing agencies ever understood the power of SoMe, be interesting to see their grasp of content mktg #CMWorld

@Steph_Montreuil

 

A1: There is no secret sauce anyway Pass The Secret Sauce: http://www.andynewbom.com/hey-can-pass-secret-sauce-marketing/ #cmworld

@Brewbom

 

A1: Are we talking general #marketing agencies today or specifically #contentmarketing agencies? #cmworld

@NenadSenic

 

A1: Changes in consumer behavior & advances in tech are driving the need for tech-savvy, versatile, and forward-thinking agencies. #CMWorld

@paulroetzer

 

A1: Agree with @paulroetzer – we need to demand metrics, but they still sell sanke oil to those who don’t know what to ask/measure #CMWorld

@Steph_Montreuil

 

A1: And any marketing/ad agency that doesn’t think they are a content and social agency is doomed #cmworld

@Brewbom

 

A1: Understand how the consumer buying process is evolving. It’s their journey, not yours. #CMWorld http://www.google.com/think/tools/customer-journey-to-online-purchase.html

@paulroetzer

 

Marketing agencies should shift energy from selling packages of content to developing platforms for community engagement. #cmworld

@JakeDParent

 

@Steph_Montreuil Some are doing it very well (@PR2020) but agree that as an industry, there is a disconnect. #CMWorld

@cmcphillips

 

@CMIContent Stress on the content quality and brand management. #cmworld

@MUmar_Khan

 

@cmcphillips that was a bit of a generalization, but I am sure more are out of the loop than in on both fronts. @PR2020 #CMWorld

@Steph_Montreuil

 

A1: marketing agencies should consider outsourcing where their skills are weaker, even for a short time in order to gather intel #cmworld

@NHowellsFW

 

@Brewbom Agreed! Must integrate #cmworld

@paulroetzer

 

@NenadSenic I think 2014 will be the year content/social/internet/digital/etc marketing just becomes “marketing.” #cmworld

@JakeDParent

 

@paulroetzer its NOT a new thing, it IS the thing. #cmworld

@Brewbom

 

@CMIContent A1: Stress on the content quality and brand management. #cmworld

@MUmar_Khan

 

A1: It’s not only about measuring results, but making decisions from those analytics #cmworld

@wrightsprinting

 

The Future of Branded Content http://buff.ly/1aOooaN #marketing #contentmarketing #CMWorld #brandedcontent

@PWEISSbr

 

@Steph_Montreuil Of course on the generalization! Doubtful on the out of the loop! You’re super connected. #CMWorld

@cmcphillips

 

A1: Marketing agencies should invest in #analytics teams for they can prove their content is working. #CMWorld

@RyMontano

 

@NHowellsFW I think that’s the right action for companies now. #cmworld

@melissacralph

 

@JakeDParent Oh, that’s sounds about right. #cmworld

@NenadSenic

 

@NHowellsFW Always a debate, whether to internalize or outsource #cmworld

@paulroetzer

 

A1 agencies need to make the case to become true partners to the mktg orgs they are supporting, not selling 1 and done projects #cmworld

@SFerika

 

A1: I dislike the idea that most (not all) agencies think that giving away the strategy is the best way to get the execution #cmworld

@Brewbom

 

Mentioned this in a chat yesterday: we keep creating micro mktg “specialties” with silos & experts – we need polyvalent mkters #CMWorld

@Steph_Montreuil

 

#cmworld A1. Agencies need to consider all the ways people are exposed to and experience their content: multiple screens/formats/channels

@carmenhill

 

@cmcphillips ha – I meant more agencies are out than in 😉 #CMWorld

@Steph_Montreuil

 

@PaulRoetzer I think outsourcing for a determined time while growing internally the strength is best. #cmworld

@melissacralph

 

@Brewbom Never give away the strategy! #cmworld

@paulroetzer

 

@SFerika @lttlewys @Steph_Montreuil don’t we all…don’t we all 🙂 #cmworld

@FiveMinPro

 

A1: Their core business is still valid, so no need to completely change the business model. Just need to implement #CM principles. #CMWorld

@MichaelMooneyy

 

Q2: How can agencies begin to expand and integrate their services & offerings? #CMWorld

 

@CMIContent A1: focus more on personalized interaction and engagement based on user clicks and behavior #cmworld

@BackstoryTweets

 

@SFerika If clients are interested in that at all. Usually they’re not, though they may change their mind later on #cmworld

@NenadSenic

 

@Steph_Montreuil I remember that Steph!! great point #cmworld

@Brewbom

 

@SFerika @FiveMinPro @lttlewys @Steph_Montreuil I’m glad I’m not the only one feeling that way! #cmworld

@JakeDParent

 

A1 – marketing agencies should always look to evolve in a “client based” direction. We like to see what you have to offer us! #cmworld

@z_Paper

 

@Brewbom hi & thanks! 🙂 I think it speaks to Q2 as well… #CMWorld

@Steph_Montreuil

 

A2: Fortunately, we are already very well integrated. From development, design, different levels of marketing. #cmworld

@Scripti_Ashley

 

A2: 39% of CMOs say they do not have the right people, tools & resources to meet their mkt objectives #CMWorld http://www.accenture.com/us-en/Pages/insight-turbulence-cmo-summary.aspx

@paulroetzer

 

If you are giving away the strategy so that you can grab the execution budget then your strategy will be focused on the budget #cmworld

@Brewbom

 

A2: Find the gaps in marketing talent, technology and strategy that present growth opps, and fill them. #CMWorld

@paulroetzer

 

@Brewbom btw: coffee & craft beer viking might be my favourite bio ever. I’d have to add “red wine” to mine as well 🙂 #CMWorld

@Steph_Montreuil

 

@CMIContent @MichaelMooneyy Totally. Time to make marketing all one big collaborative ecosystem. #cmworld

@JakeDParent

 

@NenadSenic I think the agencies need to help educate clients on the benefit (better results) from the approach #cmworld

@SFerika

 

@Steph_Montreuil @SFerika @lttlewys *whew* #cmworld

@FiveMinPro

 

A2: Agencies should ask more WHY and challenge clients more. #cmworld

@Brewbom

 

I’m all excited about @paulroetzer’s book. #justsayin #cmworld

@SusynEliseDuris

 

@Brewbom Having been on both sides, I agree 100% with that! #CMWorld

@cmcphillips

 

A2: having the right people has got to be step 1 #cmworld

@NHowellsFW

 

A2: Agencies should also be leading their clients into #mobile kicking and screaming #cmworld

@Brewbom

 

@JakeDParent /wave good morning! Nice to see all the regulars here! 🙂 #cmworld @FiveMinPro @lttlewys @Steph_Montreuil

@SFerika

 

A1 – I think marketing agencies need to think about evolving (period) in 2014. Learn new techniques don’t just placate them. #cmworld

@FiveMinPro

 

@SusynEliseDuris @paulroetzer Who isn’t? #CMWorld

@cmcphillips

 

A2: If we keep creating micro specialties this’ll only get harder. I find mkters w/ “real world” & agency exp seem to “get it” more #CMWorld

@Steph_Montreuil

 

@SFerika It sounds like a perfect world, I know many who are more worried about money flow than educating… #cmworld

@NenadSenic

 

A2: focus on the relationship, understand their needs then dev. a complete marketing relationship w/ the client. It’s about trust #cmworld

@wrightsprinting

 

@ProjectSocializ Great idea! #CMWorld

@CMIContent

 

@CMIContent Q2: By offering consistent user-experience & publishing of content through all social, mobile, & digital devices #cmworld

@SocialWhirled

 

Hope to see a lot more individual entrepreneurs start filling the talent gaps in a more mobile way than big agencies can. #cmworld

@JakeDParent

 

A2: Related—The Indispensable Agency: How Talent, Technology & Strategy Gaps Present Growth Opportunities #CMWorld http://www.marketingagencyinsider.com/blog/the-indispensable-agency-how-talent-technology-and-strategy-gaps-present-growth-opportunities

@paulroetzer

 

@FiveMinPro Agreed, but not in just 2014. We should be learning and evolving everyday. #cmworld

@Scripti_Ashley

 

@Brewbom agree– agencies can and should be strategic partners, not just order takers #cmworld

@SFerika

 

@SocialWhirled @CMIContent MOBILE! #cmworld

@Brewbom

 

@carmenhill @Steph_Montreuil Agree! I actually just wrote that in my planner. 🙂 #CMWorld

@cmcphillips

 

@SFerika @FiveMinPro @lttlewys @Steph_Montreuil Hey, it beats doing any real work. 😛 #cmworld

@JakeDParent

 

@paulroetzer It is our mission to change that! We want to enable companies to take control of their #measurement and #analytics. #CMWorld

@anametrix

 

A2 – Agencies should focus on the KPIs that drive engagement and conversions rather than the ones that look nice #cmworld

@Ebyline

 

The agency integration is key especially for someone like me who hires agencies for my high-tech startup clients. #cmworld

@SusynEliseDuris

 

@Scripti_Ashley true but I’m looking for just baby steps here…one yea at a time 🙂 #cmworld

@FiveMinPro

 

@carmenhill 🙂 How are you? #cmworld

@Steph_Montreuil

 

@NenadSenic that’s a bummer b/c you’ll see more cash flow by investing in building that partnership IMHO #cmworld

@SFerika

 

A2: if my agency does not piss you off a little bit by challenging your ideas and your why then we aren’t doing our job #cmworld

@Brewbom

 

@Brewbom @CMIContent YES. If it’s not available on #Mobile, you’re swinging and missing big time #cmworld

@SocialWhirled

 

Q3: How has your agency developed a content marketing plan? #CMWorld

 

@SFerika @SusynEliseDuris When is it due? #cmworld

@NenadSenic

 

@paulroetzer We love all of the links and articles! So helpful as references. #CMWorld

@CMIContent

 

@Steph_Montreuil Struggle w/ this for my own development. Better to be specialist or generalist? Answer is probably in the middle. #cmworld

@KyleAkerman

 

@SFerika I totally agree. But the reality… #cmworld

@NenadSenic

 

@JakeDParent but, but, this is work, it’s professional development & networking 🙂 @SFerika @FiveMinPro @lttlewys #cmworld

@Steph_Montreuil

 

@_robyndenise_ good morning lady! Great to see you here! #cmworld

@SFerika

 

@Brewbom absolutely! If you want to be successful online, #mobile is the way to go #CMWorld

@eccushing

 

A3: Function less like a newspaper and more like a magazine. Plan ahead. Build an editorial calendar. Target content to personas. #CMWorld

@paulroetzer

 

A2 – stressing customer focus, finding what we the clients need & leveraging your skills towards that goal. #cmworld

@z_Paper

 

A3: One of our consultants, @taylorlauren, wrote a great post on Creating a Strategic Content Marketing Plan #CMWorld http://www.pr2020.com/blog/creating-a-strategic-content-marketing-plan

@paulroetzer

 

A2: Ignore the clients “request” and identify the problem. Then use new and traditional methods to find a solution. #CMWorld

@MichaelMooneyy

 

@Steph_Montreuil @SFerika @FiveMinPro @lttlewysYEs, of course. That’s what I meant to say! #cmworld

@JakeDParent

 

@KyleAkerman agreed – no one can be everything to everyone, but we won’t be able to sustain if every new thing is a specialty #CMWorld

@Steph_Montreuil

 

A3: We used a little bit a data, trend watching, and customer demand to determine our content strategy for ourselves & our clients. #cmworld

@Scripti_Ashley

 

100% Agree MT @paulroetzer: A3: Plan ahead. Build an editorial calendar. Target content to personas. #CMWorld

@Cadence9

 

@Steph_Montreuil the industry is self-integrating: #socialmedia and #SEO make strange but successful bedfellows #CMWorld

@eccushing

 

@SocialWhirled @CMIContent if it’s not on mobile you aren’t even swinging #cmworld

@Brewbom

 

A2 – Practicing what we preach is a good place to start. Don’t just think about how it can help clients show how it has helped you. #cmworld

@FiveMinPro

 

#cmworld A2. Agencies can expand & integrate by practicing what we preach: answer clients’ questions, help solve their problems, be useful.

@carmenhill

 

@CMIContent @paulroetzer Do marketing people in general really know what means “function more like a magazine”??? #cmworld

@NenadSenic

 

@SFerika Glad to be here and learn! Also glad this falls on my lunch break 🙂 #cmworld

@_robyndenise_

 

@CMIContent A2: focus on developing governance rules for #emailmarketing relevant to specific channels and business units #CMWorld

@BackstoryTweets

 

@JakeDParent @Steph_Montreuil @FiveMinPro @lttlewysYEs hahahaha. <3 #cmworld

@SFerika

 

@_robyndenise_ Great, Robyn! Thank you for joining us! #CMWorld

@CMIContent

 

@janetcho Haha. In terms of annual content calendar planning only:) #cmworld

@paulroetzer

 

@Brewbom Why do they go to you, if they already know exactly what you ‘need’ to do? #cmworld

@MichaelMooneyy

 

A3: Not fair since we are ONLY a content marketing and social agency. no ads, no seo, no print, nothing but content #cmworld

@Brewbom

 

.@z_Paper always keeping an eye on the client’s goals is a solid foundation for sure! #cmworld

@FiveMinPro

 

@MichaelMooneyy spot on!! #cmworld

@Brewbom

 

Focus on letting others tell our story for us. Gives customers a way to promote their work while making us look good too! #cmworld

@JakeDParent

 

@Brewbom How have clients responded when you tell them what you don’t do? #cmworld

@MichaelMooneyy

 

@eccushing but there are still specialists who sells their silo solution as *the* one. I’d like to see the end of that. #CMWorld

@Steph_Montreuil

 

@FiveMinPro excellent advice – ties into Q3 too, selling content strategy to clients is easier once you’re using one yourself #cmworld

@NHowellsFW

 

A3 – One word repeated…Research, Research, Research! #cmworld

@FiveMinPro

 

A3: I’m in the middle of developing two content marketing plans. Both B2B and yet radically different #cmworld

@Brewbom

 

@SFerika @JakeDParent @FiveMinPro @lttlewys if we were at work this’d be our water cooler banter 😉 #CMWorld

@Steph_Montreuil

 

@MichaelMooneyy they smile really big and sign with relief! #cmworld

@Brewbom

 

@KyleAkerman @Steph_Montreuil from a job mobility POV, if you are a generalist, can be harder to find your next gig #cmworld

@SFerika

 

@Steph_Montreuil totally agree with you- hopefully as clients get more savvy, they’ll demand integrated solutions #CMWorld

@eccushing

 

@Steph_Montreuil @SFerika @FiveMinPro @lttlewys I prefer the term doorway diplomacy. Sounds more productive. 🙂 #cmworld

@JakeDParent

 

@appsbuilder @eccushing its hard but that’s why marketing exists: To change peoples minds and actions #cmworld

@Brewbom

 

Q4: How can agencies help clients get buy in for content marketing in their organizations? #CMWorld

 

Content plan development for agencies really needs to be inline and custom to the verticals it works in, yes? #cmworld

@SusynEliseDuris

 

@Brewbom What’s the key differences you’re looking at, Andy? #cmworld

@JakeDParent

 

@eccushing yes! Hate clients get taken in by someone who doesn’t integrate and then they think “SoMe” or “SEO” doesn’t work #CMWorld

@Steph_Montreuil

 

A4: Prove that it works. Use case studies from your own agency’s efforts, and ideally mix in strong client examples. #CMWorld

@paulroetzer

 

@SFerika Bummer! #CMWorld

@CMIContent

 

A4: getting buy-in means tying it to results. to steal from my man @JoePulizzi its all about Return on Objective #cmworld

@Brewbom

 

If agencies can adapt to #social, they can adapt to #contentmarketing. #CMWorld

@MichaelMooneyy

 

@JakeDParent @Steph_Montreuil @SFerika @lttlewys Oooh do we get a sash or the ability to sign something with a virtually fancy pen? #cmworld

@FiveMinPro

 

A4: Share real world success stories. ‘Your competition is doing it’ is a powerful statement. #cmworld

@SueBrady

 

A3: Insights-objectives-platform/content/engagement strategy-Measure-Optimize. See our POV on it http://bit.ly/1b00itA #cmworld

@angusmacaulay

 

@JakeDParent key differences are in both the customer persona (entrepreneurs vs marketing execs) and the sales cycle #cmworld

@Brewbom

 

@Steph_Montreuil @eccushing also bad when people don’t understand buying cycle may not align w/immediate results in those areas #cmworld

@SFerika

 

@Steph_Montreuil Yep. I was thinking about specializing at broader level: Content, SoMe, SEO, Analytics, etc. #cmworld

@KyleAkerman

 

A4: Use reports that demonstrate how consumer-buying behaviors are evolving. Show the proof, and they’ll convince themselves #CMWorld

@paulroetzer

 

@CMIContent Q3: Clarifying Q: a content marketing plan for ourselves or clients? #cmworld

@carmenhill

 

@SueBrady I think better is, your competition is not doing it yet. 🙂 #cmworld

@NenadSenic

 

To get buy in for #contentmarketing in an organization start with communications, then C-level, then rest. Everyone’s needed. #cmworld

@CTrappe

 

Q4: Tie content marketing strategies to results. Put measurement tools in place to prove value. #CMWorld

@Tracy_J_Lewis

 

@CMIContent A3: It is about 1. Defining the business, it’s goals, and the audience. #CMWorld

@ProjectSocializ

 

Real world works! MT @paulroetzer: A4: Prove that it works. Use case studies from your own efforts; mix in strong client examples. #CMWorld

@pamelamuldoon

 

A4: 60% of the decision making process B2B buyers go through is complete before contacting a rep [PDF] #CMWorld http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf

@paulroetzer

 

A3: In B2B, long chats with the sales team reveals content needs and also gets them to buy in with the agency/CM. #cmworld

@tsledzik

 

A4 – Results…clients like to see results, not fancy numbers & kittens but benchmarks & the process as it works #cmworld

@z_Paper

 

@CMIContent A3 Cont: 2. developing a message track that enables us to do all. #cmworld

@ProjectSocializ

 

@carmenhill Either! Was thinking for yourselves, but I’m sure the group would be interested in both! #CMWorld

@CMIContent

 

@FiveMinPro @JakeDParent @Steph_Montreuil @lttlewys we’d definitely better create a secret handshake. Or coffee drink. #cmworld

@SFerika

 

A4: Demonstrate value, with concrete examples (where possible). Use the right metrics to analyse – ones that matter to the client #cmworld

@NHowellsFW

 

A4: Consumers look at 10.4 sources before making a buying decision #CMWorld http://www.google.com/think/

@paulroetzer

 

@CMIContent #CMWorld Biggest objections are time suck and lack of expert content writers. Writing is time consuming, and it must resonate.

@USPatriotTac

 

@SFerika anyone who thinks there are immediate results needs their head checked 😉 @eccushing #CMWorld

@Steph_Montreuil

 

@CMIContent A3 Cont: & 3. making sure the strategy is achievable, consistent, and measurable. #cmworld

@ProjectSocializ

 

@CMIContent A4: Educated them about it, Let them know how they can transform into a brand with the help of it. #cmworld

@MUmar_Khan

 

@SFerika @FiveMinPro @JakeDParent @Steph_Montreuil @lttlewys a Secret coffee handshake #cmworld

@Brewbom

 

@NenadSenic Yes! Followed by, and here’s how we’ve seen it work. #cmworld

@SueBrady

 

A4: Demonstrate real results of case studies. Clear, proven ROI gets attention. Especially ecom revenue. #cmworld

@angusmacaulay

 

@SFerika and those who promise immediate results should just be shot 🙂 @eccushing #CMWorld

@Steph_Montreuil

 

I like to explain CM as being a way to transform customers from static audience into a source of research, innovation, & sales. #cmworld

@JakeDParent

 

@CMIContent A4: Show case studies where it’s worked. They need to know when done right, it’s worth the investment #cmworld

@atxcopywriter

 

A4: Agencies can also provide a general roadmap to success for the client so something seems ready out of the box #cmworld

@PatrickHayslett

 

A4 – using tracking software or a CMS can be a great way to show results. #cmworld

@FiveMinPro

 

@MichaelMooneyy They just need to be able to scale content production #cmworld

@paulroetzer

 

@atxcopywriter Was wondering when you would join. Glad you made it! #CMWorld

@KyleAkerman

 

@KyleAkerman you definitely become a greater asset the broader your skill set, as long as knowledge is deep enough #CMWorld

@Steph_Montreuil

 

@Steph_Montreuil @eccushing Agreed. “Get me XX leads by the end of the month or we stop doing social” = Fail. #cmworld

@SFerika

 

A4: our agency has a very complete content marketing plan for ourselves with a fully dedicated editor and coordinator #cmworld

@Brewbom

 

@SueBrady Agree! It makes your business or clients seem human in the customers eyes. #cmworld

@ProjectSocializ

 

@SFerika @eccushing at least in this scenario, you request leads, some still request likes/fans/followers #yikes #CMWorld

@Steph_Montreuil

 

A4: Tie it directly to business goals. Develop a strategy that shows directly how #contentmarketing can accomplish their goals. #CMWorld

@MichaelMooneyy

 

A4 #CMWorld Biggest objections are time suck and lack of expert content writers. Writing is time consuming, and it must resonate.

@tiffanifrey

 

@USPatriotTac @CMIContent this is where we get the biggest client pushback. Have to get creative with resources #CMWorld

@eccushing

 

A4: Start w small project. Minimize their risk. Prove results. #cmworld

@angusmacaulay

 

@Brewbom I love to hear that! Many agencies aren’t walking their talk w/content or social for themselves #cmworld

@SFerika

 

@Steph_Montreuil @SFerika @eccushing any agency that promises immediate results I run away from. This is a process. #cmworld

@SusynEliseDuris

 

Other persuasion tool is to get decision maker to look at how they themselves consume media through social filters. #cmworld

@JakeDParent

 

Its apropos that the spambots are offering to sell us all “real followers” in the #cmworld chat

@Brewbom

 

@angusmacaulay Makes sense! Smart! #CMWorld

@CMIContent

 

Answers to #cmworld Q4 are pretty consistent – demonstrate, prove, use examples. Is it really that simple though?

@NHowellsFW

 

@Steph_Montreuil @SFerika or be severely reprimanded #PeacefulResolutions #CMWorld

@eccushing

 

A4 – Education certainly doesn’t hurt either. Specific examples of why & how things work will eliminate some of the mystery #cmworld

@z_Paper

 

Q5: Should agencies become more focused (e.g. experts in content marketing) or broad (e.g. offer many marketing services)? #CMWorld

 

@SFerika @Steph_Montreuil I figure it’s good to be expert in one area, but also understand enough in many others. #cmworld

@KyleAkerman

 

@SFerika if it was up to me we would do even more! and we already have a very full content calendar. #cmworld

@Brewbom

 

It’s all about proving #ROI MT @angusmacaulay: A4: Demonstrate real results of case studies. Clear, proven ROI gets attention. #cmworld

@anametrix

 

@CMIContent @tiffanifrey Also nice to remind the client that often times content can be used in more than one place. #cmworld

@SueBrady

 

A4: show them what their competitors, partners or customers are doing. Show it in their context or industry. #cmworld

@angusmacaulay

 

@tiffanifrey this is also why it’s important to build a network of great writers, and pay them reasonably well #nocheapcontent #cmworld

@SFerika

 

@NHowellsFW It works in my cases. Though it works only if you show them the best in their industry, especially from abroad #cmworld

@NenadSenic

 

@eccushing @SFerika lol – well I live in Canada too, so no guns, I am good with #PeacefulResolutions 🙂 #CMWorld

@Steph_Montreuil

 

A5: Those who have read The Marketing Agency Blueprint know that I’m a big believer in hybrid/integrated agencies #CMWorld

@paulroetzer

 

A5: 80% of CMOs think integrated services will increase in importance over the next 5 years. #CMWorld http://www.marketingprofs.com/articles/2011/6550/the-evolution-of-marketing-agencies-and-consultancies

@paulroetzer

 

A5; Both! diff agencies. there is room for focus in any industry. Never give customers what they want, only what you do best. #cmworld

@Brewbom

 

@pamelamuldoon good morning Miss Pamela- sure miss you!! #cmworld #Blizzard

@nicolevirant

 

@paulroetzer More work is a good problem, right? Outsource in the meantime, develop staff for the longterm. #cmworld

@MichaelMooneyy

 

A5: 60% of CMOs indicated that they are unable to find an integrated firm to meet those needs. #CMWorld http://www.marketingprofs.com/articles/2011/6550/the-evolution-of-marketing-agencies-and-consultancies

@paulroetzer

 

@lindadessau Hi Linda! #CMWorld

@CMIContent

 

@SFerika @Steph_Montreuil that is my biggest challenge as my agency’s #SMM – explaining the timeframe #CMWorld

@eccushing

 

@CMIContent Show them with metrics how it has changed others #digitalmarketing efforts. Show them the numbers! #cmworld

@ProjectSocializ

 

A5: you can have experts, but the more experts you have, the more complex project mgmt/integration becomes. Need cohesive approach #CMWorld

@Steph_Montreuil

 

A5: Focused, and be really, really good at it. And “play well in the sandbox” with other client agencies. #cmworld

@angusmacaulay

 

A5 – You can’t be an expert in content marketing without some understanding of social, seo, design, etc #cmworld

@Ebyline

 

@NHowellsFW it really is. Showing how/that it works always trumps a sales pitch. Especially making it relevant to the client. #cmworld

@FiveMinPro

 

@CMIContent A5 I’ve found that regardless of agency breadth, end up working w/more than 1, to leverage their strengths #cmworld

@SFerika

 

A5: Having an agency that is built with employees who are dedicated to different areas allows us to offer broad services. #cmworld

@wrightsprinting

 

@paulroetzer I’m glad you sd that b/c I struggle with answer. Ex – if a co I work w has prod w B2B/B2C play, I need exp in both. #cmworld

@SusynEliseDuris

 

Greetings fellow marketers. Just stumbled onto #cmworld 🙂 Who is posting the Qs? Do they get posted somewhere online ahead of time?

@Posmay

 

@Ebyline BUT you can certainly be an expert in all those things and still suck at creating content! #cmworld

@Brewbom

 

A5 – do both, generate individuals or departments that can target specific niches & let them do their job! #cmworld

@FiveMinPro

 

@CMIContent Q5: Focused. Be great at what you know, don’t be ok at what you’re not an expert on. #cmworld

@ProjectSocializ

 

@angusmacaulay Agree on the “play nice.” Whether client agencies, industry peers… #CMWorld

@CMIContent

 

I think agencies can offer value as project managers, organizing talent in a comprehensive marketing effort. #cmworld

@JakeDParent

 

@Steph_Montreuil we had an annual agency forum to get all agency partners together, and often had mult agencies collaborate #cmworld

@SFerika

 

@angusmacaulay A lot of us are on the same page with this questions 🙂 #cmworld

@atxcopywriter

 

@Steph_Montreuil Learn whatever skills necessary to make yourself indispensable 🙂 #cmworld

@KyleAkerman

 

@Posmay @CMIContent is leading it and posts the Qs live #cmworld

@Brewbom

 

@CMIContent A5: Still the skilled agencies are few in number. Should focus on serving the client with quality services. #cmworld

@MUmar_Khan

 

A5: For agencies, it comes down to what you want to build. Integrated isn’t for everyone. #cmworld http://www.marketingagencyinsider.com/blog/what-are-you-building

@paulroetzer

 

@SFerika that’s a cool approach! #CMWorld

@Steph_Montreuil

 

@Posmay Hi Sean! We post them in Content Marketing Institute @LinkedIn group. We’re posting the Qs every 5-6 min or so. On Q5 now. #CMWorld

@CMIContent

 

A5 – the more focused options a company has in one place the better! Get experts in as many fields as possible! #cmworld

@z_Paper

 

@eccushing @Steph_Montreuil can also be hard to show all the touches that led to the sale; it’s not usually 1 ch that drives it #cmworld

@SFerika

 

Q5: Services play off each other so much (SEO, content, social); an understanding of each (or knowledgeable partner) is needed. #CMWorld

@Tracy_J_Lewis

 

Here, Here! MT @paulroetzer A5: 60% of CMOs indic they’re unable to find an integr firm to meet those needs. #CMWorld http://www.marketingprofs.com/articles/2011/6550/the-evolution-of-marketing-agencies-and-consultancies

@SusynEliseDuris

 

@Brewbom @Posmay Thanks Andy! #CMWorld

@CMIContent

 

So true! MT @SFerika: @eccushing @Steph_Montreuil can also be hard to show all the touches that led to the sale… #cmworld

@lindadessau

 

A5: Have a team on individuals that all have their own skills sets. #cmworld

@Scripti_Ashley

 

A5. A happy-medium between the two. Offer integrated services, but be good at them #CMWorld

@eccushing

 

@SusynEliseDuris @Steph_Montreuil @eccushing you have to be concerned immediate results = buying spam #cmworld

@SFerika

 

Marketing in any form is about understanding people – who they are, where they are, and what motivates them to action. #cmworld

@JakeDParent

 

@CMIContent @angusmacaulay Love how you put it! “Play in the sandbox.” #cmworld

@ProjectSocializ

 

#cmworld A3. Actually, same approach for us or clients: Goals > Audience > Story/Content Strategy > Calendar > Resourcing > Go!

@carmenhill

 

My philosophy encapsulated: Never Give Customers What They Want: http://www.andynewbom.com/give-em-what-you-do-best/ #cmworld

@Brewbom

 

@SFerika @Steph_Montreuil @eccushing Amen, sister. Waving by the way. 🙂 #cmworld

@SusynEliseDuris

 

Q6: How can brands find a qualified marketing agency? #CMWorld

 

@lindadessau Agree! Some of our biggest “competitors” are also some of our biggest advocates/supporters/partners. #CMWorld

@cmcphillips

 

A5 – Of course you have to be really good at whatever fields you pursue otherwise don’t pursue them #cmworld

@FiveMinPro

 

A6: There are marketplaces for designers, writers and developers, but we haven’t seen a solid match solution for integrated firms. #CMWorld

@paulroetzer

 

@SFerika @SusynEliseDuris @eccushing ain’t that the truth – too many still buy their way and get zero results. So not worth it! #CMWorld

@Steph_Montreuil

 

A6: Look for an agency that is doing content marketing well for themselves. Pick the “doers” #CMWorld

@Tracy_J_Lewis

 

A6: Word of mouth? @CMIContent #cmworld

@NenadSenic

 

I agree. MT “@Tracy_J_Lewis: Q5: Services play off each other so much (SEO, content, social); an understanding of each is needed. #CMWorld”

@Posmay

 

A6 – one of the few things I would put 100% on the clients looking for marketers. Do your research people! #cmworld

@FiveMinPro

 

A6: Look for agencies that are using content marketing to build and differentiate their brands. Lots say they do it, few deliver. #CMWorld

@paulroetzer

 

A6: Ideally brands find a well qualified agency by finding that agencies epic content! #cmworld

@Brewbom

 

@cmcphillips It’s so nice when that happens! Great minds coming together for the common good 🙂 #cmworld

@lindadessau

 

@NenadSenic Without a doubt! #CMWorld

@CMIContent

 

@CMIContent A6: by reference from others experience, also take a look at their case studies or previous work. #cmworld

@ProjectSocializ

 

@Tracy_J_Lewis I’m not sure that is necessary. Their priorities are clients and in many cases don’t have time for themselves 🙂 #cmworld

@NenadSenic

 

@appsbuilder @eccushing right on! #cmworld

@Brewbom

 

A6: RFP & ask for references. Finding one that someone you trust is already using is even better. #CMWorld

@Steph_Montreuil

 

A6 – Don’t settle for vague explanations & commentary. Get facts & obviously researched data from candidates! #cmworld

@z_Paper

 

@CMIContent #CMWorld A6: I find the best ones are leading sessions at conferences like CM World.

@tiffanifrey

 

@CMIContent A5: If resources are limited, focus on getting really good at just 1 or 2 things. Don’t want to get spread too thin #CMWorld

@atxcopywriter

 

@CMIContent A6 talk to your network! Find out with whom they’ve had great partnerships+results, and talk to those agencies. #cmworld

@SFerika

 

@CMIContent I would look to my social network. Agencies better have a good content strategy themselves or why would I hire? #cmworld

@JakeDParent

 

A5: Agencies should offer the services their skills can meet – whether specialised or general #cmworld

@NHowellsFW

 

A6: Look at how they represent themselves (web, social). If it fits your culture, set up a meet. #CMWorld

@MichaelMooneyy

 

@KyleAkerman @SFerika @Steph_Montreuil Agree. Have a specialty, but don’t neglect to learn about other relevant skills. #CMWorld

@atxcopywriter

 

@CMIContent @Tracy_J_Lewis We definitely practice this. Why would someone come to us for help on something if we aren’t doing it? #cmworld

@ProjectSocializ

 

@Posmay @linkedin Sure! Here you go! http://www.linkedin.com/groups/Content-Marketing-Institute-4342574?gid=4342574&mostPopular=&trk=tyah&trkInfo=tas%3Acontent%20marketing%20institute%2Cidx%3A3-1-3 #CMWorld

@CMIContent

 

.@Tracy_J_Lewis “(SEO, content, social)” For certain. You can’t separate these in 2014—all under the same “digital” tag imo. #cmworld

@tsledzik

 

@Brewbom agree– if you see content you love, find out if there was an agency behind it. #cmworld

@SFerika

 

A6: conferences. WOM. Search (do they practice what they preach). #cmworld

@angusmacaulay

 

@SFerika What’s the easiest way to find that out? #cmworld

@lindadessau

 

@Steph_Montreuil Hope so! I thought since it was better the past few weeks we were in the clear. Will work on solutions! #CMWorld

@CMIContent

 

#CMWorld A6: Also, if I can’t find them in the SERPs for some targeted keywords, I move on. If they don’t practice what they preach…

@tiffanifrey

 

@WhatRunsWhere We’ll take it! 🙂 Great to see you. #CMWorld

@CMIContent

 

@SusynEliseDuris hehe it’s pretty outside here in SF but my heater is running 🙂 #cmworld

@SFerika

 

A6: I get very nervous when I hear an agency say they are “too busy helping clients” to do their own marketing. #cmworld

@Brewbom

 

@tiffanifrey Very true! #CMWorld

@CMIContent

 

@CMIContent I don’t envy trying to find a solution, they always manage to spam my fave chats :/ #CMWorld

@Steph_Montreuil

 

@angusmacaulay Yep! The easiest way to see they know what they’re doing is seeing that they are actually doing it for themselves! #cmworld

@FiveMinPro

 

I would also look for experience/success working within my community (or similar). No blanket solutions! #cmworld

@JakeDParent

 

@tsledzik Agreed! Integration is key. #CMWorld

@Tracy_J_Lewis

 

@tiffanifrey But wouldn’t you say the competition for SEO in marketing is different/greater than some of our clients’ industries? #cmworld

@lindadessau

 

@NenadSenic true, but I’d rather choose an agency that makes time for their CM, showing they really do see the value of doing it #cmworld

@NHowellsFW

 

@SFerika Have draft in here. Cooler than it is outside! #cmworld

@SusynEliseDuris

 

@SusynEliseDuris they do manage to figure out the great/busy chats eventually! #CMWorld

@Steph_Montreuil

 

@lindadessau I’d Google the campaign name/topic/brand and agency to see if it’s gotten coverage, or ask a mutual brand connection #cmworld

@SFerika

 

@SusynEliseDuris @SFerika I see the sunshine. That’s something, right? #CMWorld

@cmcphillips

 

@Brewbom Agreed. However it is always the plumber who has the leaky pipes… #cmworld

@WhatRunsWhere

 

A6: if you are “too busy” to make your own business work then how the hell are you going to help ME make my biz work? #cmworld

@Brewbom

 

@Steph_Montreuil @SFerika @SusynEliseDuris I’ve had to “rescue” 1 or 2 accounts that had some spammy initial results #CMWorld

@eccushing

 

@CMIContent @angusmacaulay I like this. My goal is to have a network of freelancers w/complementary skills (easier said than done) #CMWorld

@atxcopywriter

 

A5: Figure out what you are good at. Great traditional tactics are more beneficial than crappy #contentmarketing. Don’t fake it. #cmworld

@MichaelMooneyy

 

Q7: What are the key questions and things brands should look for when hiring a marketing agency? #CMWorld

 

@Posmay Excellent! We aim to get them up by Fridays…but definitely by Mondays. #CMWorld

@CMIContent

 

@NHowellsFW I am afraid one can miss a great agency by using that criterium, I know some AMAZING agencies which focus on their #cmworld

@NenadSenic

 

@cmcphillips @SFerika true. 🙂 #cmworld

@SusynEliseDuris

 

@WhatRunsWhere with my companies our staff and us ALWAYS had the best of what we sold. It was essential #cmworld

@Brewbom

 

A7: Account team. Tech and digital savvy. Data lovers. Differentiate by doing. Have systems/processes. Partners, not providers. #CMWorld

@paulroetzer

 

@Brewbom PREACH! That’s how I convinced my agency to be more aggressive with content #CMWorld

@eccushing

 

@NHowellsFW clients than on themselves and bring them revolutionary results #cmworld

@NenadSenic

 

(6).@paulroetzer If you are hiring a CM agency check out the agency’s content—very telling. (see also their site, social, email) #cmworld

@tsledzik

 

A7: Self thinkers, proactive, creative… so many things make up great agency employees. #cmworld

@Scripti_Ashley

 

.@CMIContent lurking at my first #CMWorld great stuff….will be a regular moving forward!

@burk504

 

@Brewbom When you put it that way I agree even more! #cmworld

@WhatRunsWhere

 

A7: 7 Keys to Choosing an Effective Modern Marketing Agency #CMWorld http://blog.hubspot.com/blog/tabid/6307/bid/26761/7-Keys-to-Choosing-an-Effective-Modern-Marketing-Agency.aspx

@paulroetzer

 

A7: Asking them who else with similar issues to yours they have helped and ask to see examples. #CMWorld

@Steph_Montreuil

 

@atxcopywriter @angusmacaulay That’s an awesome idea. And a great way to market yourself. #CMWorld

@CMIContent

 

A7: How well does the agency listen to your questions? It’s key. #cmworld

@SueBrady

 

A7: Competencies of account team, focus on analytics/results/measurement, culture match, strategic thinkers #CMWorld

@Tracy_J_Lewis

 

A7 – References, may sound old school but get references from clients & create quality questions to ask them! #cmworld

@FiveMinPro

 

A7: Agencies should deliver stunning questions about Why and brilliant strategies built with tight tactics #cmworld

@Brewbom

 

@Brewbom It’s like a mother telling her children not to smoke, while Newport 100 hangs from her lip. #cmworld

@MichaelMooneyy

 

A7: Brands should always look for familiarity w/ their industry. If an agency doesn’t know how to navigate the vertical = bad news #CMWorld

@lucasmillerwsu

 

@CMIContent A7: do they have a key understanding of your business? are their values and approach aligned with yours? #CMWorld

@KelseySpellman

 

@tiffanifrey Ah, that makes good sense – thanks for clarifying 🙂 #cmworld

@lindadessau

 

@burk504 Hi Jeff! Lurk as much as you’d like! Jump in whenever. It’s a great group! We’re really glad you’re here. #CMWorld

@CMIContent

 

@CMIContent A7 when I do the rsch, I look at agency skillset, synergies, client list, relationships they have, thoughts for my co. #cmworld

@SusynEliseDuris

 

A7: As a brand if your agency is NOT asking you more questions than you ask it run away. #cmworld

@Brewbom

 

A7 – Compare answers from one agency to the next & use them to create answers for other agencies #cmworld

@z_Paper

 

MT @tsledzik: @paulroetzer If hiring a CM agency check out agency’s content—very telling. (see also their site, social, email) #cmworld

@pamelamuldoon

 

A6: Educate yourself as much as possible, ask the specific questions, ask for case studies and talk to some of their customers. #CMWorld

@Posmay

 

A7: can they demonstrate great work, evolving skills/capabilities, client stability, and expanded work with existing clients. #cmworld

@angusmacaulay

 

Random, not scheduled question: How many of you have agency partners vs. having everything in-house? #CMWorld

@CMIContent

 

@CMIContent A6: Figure out which ones have representatives who go to #CMWorld 🙂

@atxcopywriter

 

@eccushing urgh – that sucks. I’ve only had one client that went that route. It wasn’t pretty @SFerika @SusynEliseDuris #cmworld

@Steph_Montreuil

 

@KelseySpellman Hi Kelsey! Thanks for joining us! #CMWorld

@CMIContent

 

@burk504 @CMIContent aaaaand we’ve sucked another on in! Undefeated still! #cmworld (oh and welcome!)

@FiveMinPro

 

@Posmay Exactly! Bonus if you find a case study that addresses your specific niche #cmworld

@WhatRunsWhere

 

@Steph_Montreuil @eccushing @SusynEliseDuris I would imagine any short term gain would be way outweighed by the penalties #cmworld

@SFerika

 

A7 – I am also checking out agency – what is their street cred – should not just come down to other client feedback, dig deeper. #cmworld

@SusynEliseDuris

 

@tracibrowne Miss you too! Safe travels! Have a great time, and bring some fun learnings back to your #CMWorld friends. 🙂

@CMIContent

 

A7: When hiring marketing agencies, companies should discern if they’re a design agency branding themselves as something more #cmworld

@PatrickHayslett

 

A7: Ask about their marketing process & philosophy. Are they results driven & do they take time to understand your objectives. #CMWorld

@Posmay

 

@Steph_Montreuil one account is still in recovery mode months later- proof that spam never pays in the long run! #CMWorld

@eccushing

 

A7: One ounce of implementation is worth a pound of vision. Ask them how they have made their plan work. #CMWorld

@MichaelMooneyy

 

@SFerika you end up with a useless list/fan base that will never convert. Waste of time, crushes ROI @eccushing @SusynEliseDuris #CMWorld

@Steph_Montreuil

 

Q8: How should clients measure the effectiveness of their agencies? #CMWorld

 

@CMIContent A7 – Interview. Interview. Interview. Hear each agency’s pitch. #cmworld

@WhatRunsWhere

 

@CMIContent My company (@astekweb) has agency partners. #cmworld

@KyleAkerman

 

Clients calling, gotta go but will be back next week ready for more! Have fun #cmworld-ers…thanks coming later!

@FiveMinPro

 

@atxcopywriter @CMIContent @angusmacaulay LOVE this — virtual teams are the way to go #cmworld

@SFerika

 

45-75% of mkt activities are managed by digital agencies, specialized agencies & mkt service providers. #cmworld http://www.accenture.com/us-en/Pages/insight-turbulence-cmo-summary.aspx

@paulroetzer

 

A7 I created a template for startups to use on how to go about selecting their agency. Hmmm – a new post idea?? #cmworld

@SusynEliseDuris

 

A7: Beware of the agency that has all of the answers before finding out the questions. #cmworld

@SueBrady

 

@CMIContent Do they conduct research in your industry to see where your content will work best for your audience. #cmworld

@ProjectSocializ

 

@CMIContent A8- 3 words: Return on Investment #cmworld

@WhatRunsWhere

 

A8: broken record but to quote @JoePulizzi and @TedRubin its about Return on Objective and Relationship #cmworld

@Brewbom

 

@danmoyle @AmeriFirst Hi Dan! Great to see you! #cmworld

@CMIContent

 

A8: How to Build A Scorecard to Measure Content Marketing Effectiveness #CMWorld http://contentmarketinginstitute.com/2013/11/build-scorecard-measure-content-marketing/

@paulroetzer

 

Yes! MT @SusynEliseDuris: A7 A template for startups to use on how to go about selecting their agency. Hmmm – a new post idea?? #cmworld

@lindadessau

 

@CMIContent A8 create a dashboard for each agency, and benchmark their results/ROI. And make sure to keep them in the loop on it #cmworld

@SFerika

 

Yes Please! MT @SusynEliseDuris A7 I created a template for startups for selecting their agency. Hmmm – a new post idea? #cmworld

@Scripti_Ashley

 

A8: Analytics and Results, ability to play nice with others, nimbleness and ability to get it done. And new ideas of course… #cmworld

@SueBrady

 

A7: You want an agency that does excellent work, but also that is supports YOUR needs and preferences (not theirs) #CMWorld

@Jonas419

 

Today’s #CMWorld chat made me think of this Drucker quote: “My greatest strength as a consultant is to be ignorant and ask a few questions.”

@pamelamuldoon

 

@SusynEliseDuris That’s awesome. Definitely a great blog post topic! #cmworld

@CMIContent

 

@CMIContent A8:Metrics. It shows you if they are doing their job effectively and if they are learning and adjusting to make better. #cmworld

@ProjectSocializ

 

A8: Every campaign should have a single primary goal (e.g. visits, subscribers, downloads, registrations, leads, sales, etc) #CMWorld

@paulroetzer

 

Q8: clients should measure effectiveness against their initial goals, not just metrics the agency supplies to demonstrate success #cmworld

@NHowellsFW

 

A7: Companies should also ponder whether the agency’s successes have just been with products or services w/ ready made demand #cmworld

@PatrickHayslett

 

A8: Measure internal and external factors. If you can get employees to buy into an idea, it will translate to the customer. #CMWorld

@MichaelMooneyy

 

Well said! “@SueBrady: A7: Beware of the agency that has all of the answers before finding out the questions. #cmworld”

@Posmay

 

@Steph_Montreuil @eccushing @SusynEliseDuris Similar is true of spammy email list purchases– you dilute your engagement rate #cmworld

@SFerika

 

@CMIContent A7: Make sure they ask you the right Q’s – do they prod you about your goals, target audience, etc? #cmworld

@atxcopywriter

 

A8: If you can’t measure it, don’t do it. #cmworld

@paulroetzer

 

@pamelamuldoon That’s awesome. #cmworld

@CMIContent

 

A8 – Set qualified lead benchmarks & goals ongoing. Don’t measure against sales but what is coming into sales! #cmworld

@z_Paper

 

@MichaelMooneyy Great advice! #cmworld

@ProjectSocializ

 

@paulroetzer agreed and oooh, that would make for a great t-shirt! #cmworld

@SusynEliseDuris

 

A8: Name me other marketing programs that MEASURE and apply ROI? Print ads? TV? Radio? PR? nope. its #RonR and #ROO #cmworld

@Brewbom

 

@SFerika totally agree – I worked for a company that bought lists #TheWorst @eccushing @SusynEliseDuris #CMWorld

@Steph_Montreuil

 

And a lot of it is ineffective. MT @paulroetzer: 45-75% of mkt activities are managed by digital agencies, specialized agencies […] #cmworld

@Posmay

 

@paulroetzer always sound advice! Pie in the sky services tend to give you those results #cmworld

@z_Paper

 

A8: Has agency 1-listened & learned 2-developed appropriate objectives, 3-did they deliver. Effectiveness is all 3. #cmworld

@angusmacaulay

 

@eccushing @burk504 @CMIContent Those of us that are real, anyways #cmworld

@atxcopywriter

 

A8: Before you can evaluate a marketing agency’s performance, you need to establish goals and benchmarks before partnering together #cmworld

@PatrickHayslett

 

Q9: How can brands decide what should be handled in house vs. with an agency? #CMWorld

 

@aglass99 What % of followers participate in the chat? Is that what you mean? #CMWorld

@CMIContent

 

@CMIContent A7. It’s all about relevant experience and chemistry. One does not work without the other #CMWorld

@VickyDrummond

 

A8: Track metrics down to the sale. If 10 out of 20 buy, it is much more valuable (and scalable) than 8 out of 100. #cmworld

@MichaelMooneyy

 

A9: Start w/ an assessment of your internal marketing team. Determine how talent aligns w/ goals. #CMWorld http://www.themarketingscore.com/blog/bid/226747/15-Skills-of-the-Modern-Marketing-Team

@paulroetzer

 

@PatrickHayslett Very true. Otherwise the agency has the power to tell YOU what you want #cmworld

@WhatRunsWhere

 

Can’t believe they still do that. “@Steph_Montreuil: @SFerika Worked for a company that bought lists @eccushing @SusynEliseDuris #CMWorld”

@Posmay

 

@pamelamuldoon Hear, hear. The best consultants aren’t always the most knowledgeable—just know what to ask and how to illicit info #cmworld

@tsledzik

 

Q9: it should ALWAYs be a balance of in-house and outhouse! (<-funny) #cmworld

@Brewbom

 

A9 – First they need to determine the level of expertise that is needed to get the job done RIGHT! #cmworld

@z_Paper

 

A9: Look at the capabilities of your own talent and then decide if you should go outside. #cmworld

@SueBrady

 

@CMIContent @paulroetzer #CMWorld as well as others. Great! #CMWorld

@ivanlotti

 

Good advice! MT @tsledzik: The best consultants aren’t always the most knowledgeable—just know what to ask and how to illicit info #cmworld

@agencyin

 

@aglass99 Got it. Will review transcript after and let you know! #CMWorld

@CMIContent

 

@PatrickHayslett Yes – when I am down to my 3-4, I invite for pitch, and strategy, deliverable time frames are part b4 contract! #cmworld

@SusynEliseDuris

 

@ivanlotti @paulroetzer Thanks, Ivan! #CMWorld

@CMIContent

 

A8: You need to tell agency what your important success metrics are on the fronnt end #CMWorld

@Jonas419

 

@CMIContent A9: What do they have time and money for, and do they know what they are doing? #cmworld

@ProjectSocializ

 

@SueBrady and that needs to be an honest assessment, which is where it gets tricky! #cmworld

@z_Paper

 

@DefactoDesign @PeerIndex What better way to accomplish that, than to use a 3rd party resource (agency). #cmworld

@MichaelMooneyy

 

@Posmay it was such a waste of our time to try and squeeze leads out of that :/ @SFerika @eccushing @SusynEliseDuris #CMWorld

@Steph_Montreuil

 

@pamelamuldoon @paulroetzer Everything can be measured if a metric is built into the process or system. #cmworld

@Posmay

 

@tsledzik Best training I took was to become a Business Coach; it’s all about asking great questions. #CMWorld

@pamelamuldoon

 

@whatrunswhere @susyneliseduris It’s also more fair to the agency so they understand expectations. The right ones will welcome it. #cmworld

@PatrickHayslett

 

@Posmay I would love to visit your part of the world someday! #CMWorld

@Steph_Montreuil

 

@eccushing @Steph_Montreuil Sad when small businesses are hit hard because of sleazy SEO agencies – hopefully enough are learning! #cmworld

@atxcopywriter

 

@Jonas419 sometimes that is difficult for new prod/new start-up that’s where agency skillset is impt for them to prov guidance. #cmworld

@SusynEliseDuris

 

@CMIContent A9 If you can keep most of the quality, do it in-house. Costs are like fingernails. You have to keep cutting them. #cmworld

@WhatRunsWhere

 

A9: If you believe that you don’t need outside advice, strategy and execution help you probably aren’t aiming high enough. #cmworld

@Brewbom

 

@Posmay @Steph_Montreuil @SFerika @eccushing list rental ok on occasion – still rare. Buying? Should not be. #cmworld

@SusynEliseDuris

 

@CMIContent – appreciate it. #cmworld

@aglass99

 

@PatrickHayslett @susyneliseduris Agreed. I know I welcome any customer who know exactly what they want… #cmworld

@WhatRunsWhere

 

@atxcopywriter @eccushing or social media gurus or content marketing experts 😉 So many ways to get misled #CMWorld

@Steph_Montreuil

 

Wow. #CMWorld is a good chat up…will have to join in again next week! Thanks everyone!

@z_Paper

 

@Brewbom 🙂 #CMWorld

@Steph_Montreuil

 

@z_Paper Have any others to recommend? #cmworld

@WhatRunsWhere

 

@CMIContent A9 use agencies to fill in skill gaps and manage workload. Fine tune based on where each get the best results. #cmworld

@SFerika

 

@z_Paper Please do! Thanks for the great insights! #CMWorld

@CMIContent

 

A9: if cutting costs is the metric you use to measure the effectiveness of your marketing you are doomed. #cmworld

@Brewbom

 

A9: Determine obj & plan. Find brand team gaps; determine how big content can be in your mktg mix. Challenge agency to add value #cmworld

@angusmacaulay

 

A9: For enterprises, sometimes it’s easier to get budget for outsourcing than it is for headcount. #cmworld

@paulroetzer

 

@CMIContent A9: be honest with their strengths, time & budget capacity – good agencies should work as extension to in-house talent #cmworld

@KelseySpellman

 

@PatrickHayslett @WhatRunsWhere Yes, co must communic expectations and if they don’t, agency asking is a must. Trust me. Paramount. #cmworld

@SusynEliseDuris

 

Q10: What do you think the biggest opportunities are for marketing agencies in 2014? #CMWorld

 

A9: Define goals, identify in-house skills and gaps, and don’t forget to define a budget. Then see what you need and can afford #cmworld

@NHowellsFW

 

Agency success can be misleading. I’ve seen an agency that was world class on paper turn out to be useless in practice. #cmworld

@PatrickHayslett

 

@Posmay @paulroetzer Agree; KPI’s should connect to the overall goal & tracked on a regular basis w/consistency #CMWorld

@pamelamuldoon

 

A9: In team meeting (after skills gap assessment) if team replies instantly they can do everything you KNOW you need outside help #cmworld

@Brewbom

 

@paulroetzer Agree – and for #smallbiz, contractors/small agencies might be best to avoid overhead! #CMWorld

@cmcphillips

 

@Posmay @steph_montreuil @eccushing @susyneliseduris best case is creating content so interesting they opt-in for more #cmworld

@SFerika

 

@paulroetzer it should NOT be but too true Paul #cmworld

@Brewbom

 

A10: Biggest opps—Fill the ever-expanding gaps in marketing talent, technology & strategy. #CMWorld http://www.marketingagencyinsider.com/blog/the-indispensable-agency-how-talent-technology-and-strategy-gaps-present-growth-opportunities

@paulroetzer

 

@Brewbom The best leaders are strategic delegators. #cmworld

@MichaelMooneyy

 

@PatrickHayslett I’ve seen this happen many times. The agency that’s right for ‘everyone’, isn’t always right for you. #cmworld

@WhatRunsWhere

 

Agree! “@SFerika: @steph_montreuil @eccushing @susyneliseduris best case is creating content so interesting they opt-in for more #cmworld”

@Posmay

 

A10: the biggest opps for agencies in 2014 are in pushing more WHY, more buyer personas, more mobile and more vision #cmworld

@Brewbom

 

A10: Web Analytics and conversion optimization services. Plenty of companies still don’t understand these. #cmworld

@KyleAkerman

 

A10) Using big data to show value to customers. #CMWorld

@paulettebleam

 

@CMIContent A9: Depends on skills they have present in their workforce, if they can afford to hire for those missing #cmworld

@atxcopywriter

 

A10: There will always be opportunities for agencies that can deliver meaningful business results. #cmworld

@paulroetzer

 

A10: The biggest opportunity for marketing agencies in 2014 is avoiding complacency. Client turnover is frequent. #cmworld

@PatrickHayslett

 

@CMIContent @paulroetzer and outsourcing it can eventually make the case for adding the headcount #cmworld

@SFerika

 

@Posmay @SFerika @eccushing @SusynEliseDuris that’s @jaybaer Youtility formula – makes total sense too! #cmworld

@Steph_Montreuil

 

Always @SFerika @Posmay @steph_montreuil @eccushing best case is creating content so interesting they opt-in for more #cmworld

@SusynEliseDuris

 

 

@SusynEliseDuris Agreed, but it’s dangerous and difficult to fix when the agency starts making your business decisions #cmworld

@Jonas419

 

@burk504 @tsledzik @JoePulizzi @pr2020 @paulroetzer You were already in, but yes! #CMWorld

@CMIContent

 

A10) Big opportunity in social/content analytics reports review; helping clients understand the data once it’s pulled. #CMWorld

@pamelamuldoon

 

@CMIContent A10: More native ads, less push, and mobile mobile mobile! #cmworld

@WhatRunsWhere

 

What a great chat this week! #cmworld

@ProjectSocializ

 

A10: If agencies can get to a company’s ‘why’, they will be forever employed. #CMWorld

@MichaelMooneyy

 

A10: Marketing automation is an enormous growth area for agencies, and essential for maximizing ROI http://contentmarketinginstitute.com/2014/01/marketing-automation-maximize-content-roi/ #cmworld

@paulroetzer

 

A10: engaging content designed for mobile that drives engagement and ROI. Also better understanding today that quality matters #cmworld

@angusmacaulay

 

A10: #Analytics! As more advertiser dollars move to digital, it’s crucial to use #analytics to optimize every aspect of a campaign. #CMWorld

@RyMontano

 

A10: conversions on mobile campaigns, developing 360 degree customer experience #cmworld

@KelseySpellman

 

A10) also opportunity for agencies to help clients integrate social/content across departments/enterprise; not just mark. dept. #CMWorld

@pamelamuldoon

 

A10: There’s many, however I think real-time engagement will position itself more as a necessity than a luxury. #cmworld

@Bonini84

 

@Jonas419 I don’t think I said making decisions but start-ups are looking for guidance. That is the reality. #cmworld

@SusynEliseDuris

 

@paulroetzer agreed! tools are changing everything except the Why and the actual content. #cmworld

@Brewbom

 

@RyMontano Yes! A/B test everything. Always. Period. #cmworld

@WhatRunsWhere

 

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

@CMIContent

 

Thank you @PaulRoetzer for your great insights on marketing agencies! Great info for us all. #CMWorld

@CMIContent

 

Thanks @CMIContent, and everyone who joined us today! #cmworld

@paulroetzer

 

A10: helping unify, focus and enhance client content efforts. Many still working in silos. #cmworld

@angusmacaulay

 

A10: in 2014 a marketing agency will morph into a social customer care agency #soccare #cmworld

@Brewbom

 

@paulroetzer You’re the best – thanks so much! #CMWorld

@cmcphillips

 

Thanks @paulroetzer! Great insight! Great conversation. Thanks @cmicontent and all for another great chat!! #cmworld

@SusynEliseDuris

 

The production of data is quickly becoming a commodity. Helping people understanding how to use it is where the $ is. #CMWorld

@JakeDParent

 

awesome #cmworld today! thanks

@Brewbom

 

A10: disruptive technologies change so fast, agencies can help save man hours, but you have to weigh agency cost and ROI #cmworld

@Jonas419

 

@CMIContent Great chat, thanks! #CMWorld

@MichaelMooneyy

 

A10: Mobile, social ads, automating lead & sales funnels, helping solve problems & pain points and creating niche communities. #CMWorld

@Posmay

 

A10: Opps to educate clients on benefits of content marketing, SEO, analytics, etc. Best teachers will win more business. #cmworld

@KyleAkerman

 

Thanks @CMIContent for today’s chat and @paulroetzer for insights. First time participant. #CMWorld

@angusmacaulay

 

I agree, my first one. Definitely look forward to next week 🙂 “@Brewbom: awesome #cmworld today! thanks”

@Posmay

 

Another fast, furious & action-packed #CMWorld chat! Tks to @CMIContent & @paulroetzer for an excellent discussion!

@pamelamuldoon

 

@KyleAkerman That is a HUGE opportunity, esp for people like me who like to be hands on, but need some teaching. #CMWorld

@cmcphillips

 

@pamelamuldoon Great strategy and creative isn’t pulled from the air, it’s uncovered by the simplest of questions/observations. #cmworld

@tsledzik

 

@Posmay Really glad you joined, Sean! Thank you! See you next week! #CMWorld

@CMIContent

 

@angusmacaulay We really appreciate it, Angus! What a great addition to the chat – thoughtful insights! #CMWorld

@CMIContent

 

@steph_montreuil And what @garyvee says – it’s about giving a crap & genuinely caring @sferika @eccushing @susyneliseduris @jaybaer #cmworld

@Posmay

 

Awesome, thanks for the great chat 🙂 @CMIContent: @Posmay Really glad you joined, Sean! Thank you! See you next week! #CMWorld”

@Posmay

 

@Brewbom Curious to know more about what this means. Maybe a topic for future #CMworld chat?

@atxcopywriter

 

@CMIContent Is this chat the same day/time each week? #CMWorld

@angusmacaulay

 

@cmcphillips Thank heavens we have folks like @crestodina to help us out 🙂 #cmworld

@KyleAkerman

 

Awesome #cmworld – glad I could join. Thanks for sharing & engaging. Look forward to next week 🙂 Find me at http://www.linkedin.com/in/sptwomey

@Posmay

 

Great #CMWorld chat today! Thank You @CMIContent @paulroetzer and everyone who contributed today 🙂

@KyleAkerman

 

@KyleAkerman @crestodina My thoughts exactly! #CMWorld

@KyleAkerman

 

@cmcphillips @CMIContent We we’re also missing @NickKellet today 🙁 #cmworld

@KyleAkerman

 

Looking forward to next week’s #CMWorld chat with @CMIContent and @NenadSenic

@MissMerrii

 

 



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