Content Strategy 101: A #CMWorld Chat with Meghan Casey

Meghan_ChatAt CMI, we believe there is a lot content marketers can learn from content strategists, and we are lucky enough to have Meghan Casey join us to fill us in on the basics. If you are in content marketing but not content strategy, we guarantee you’ll learn something from our most recent #CMWorld Twitter chat.

Join Meghan at Content Marketing World when she presents the workshop, Content Strategy 101 on September 8.

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

Q1: What are the key content strategy concepts content marketers need to know about? #CMWorld

A1: Content strategy is about providing the right content, to the right people, at the right times, *for the right reasons*. #CMWorld
@meghscase

A1: Providing the right content means understanding what users really need or expect. Right people means prioritizing audiences. #CMWorld
@meghscase

A1: Right times means being smart about when and where you share your content to meet users where they are or are likely to go. #CMWorld
@meghscase

Yes, and in the way they prefer. #CMWorld https://twitter.com/meghscase/status/615913975608295424
@mikemyers614

A1: And finally right reasons refers to how content helps your business. Really think about this. #CMWorld
@meghscase

Yes! The most appropriate day to spend an hour with one of the most engaging communities online: #CMWorld https://twitter.com/shhh/status/615913245837234176
@SumAll

A1: Your money may be better spent improving your products or sending out coupons. Be honest about that. #CMWorld
@meghscase

A1. Be helpful & create content that’s valuable to your audience/community. Don’t focus on yourself, your product, or sales. #CMWorld
@UXcelsior

Happy #SMDay! Celebrate by talking content strategy in this morning’s #CMWorld, if you’re into that. https://twitter.com/meghscase/status/615913975608295424
@UnionMetrics

A1: Research, execute, test. Repeat. #CMWorld https://twitter.com/CMIContent/status/615913950484369408
@AJutah

Content in conteXT #cmworld
@micadam

A1. Keep the focus on the audience. Make sure the content appeals to theme and acknowledges their needs #cmworld
@KittermanMG

1st tweet love it already! #CMWorld https://twitter.com/meghscase/status/615913975608295424
@AmandaSubler

Preach it! #CMWorld https://twitter.com/meghscase/status/615913999524216832
@sararuthw

#SMDay-related Howdacious salutations to @SFerika @mikemyers614 @KipMeacham @lindadessau et al. #CMWorld
@Mr_McFly

A1: know who your audience is. And listen to what your audience is talking about #CMWorld
@husamerciyes

Why should @Mr_McFly have all the fun? Hello, everyone! #cmworld http://t.co/QvTlumj21q
@martinlieberman

A1. It’s not #AllAboutYou (your brand, your ego, your lunch selection)… Make the content consumer the epicenter of the story. #cmworld
@KipMeacham

@CMIContent A1 first and foremost the importance of documenting the strategy! Only way to see it through consistently. #cmworld
@SFerika

17 tips to help your @LinkedIn Group succeed by @MoninaW http://contentmarketinginstitute.com/2015/05/linkedin-group-tips/ #CMWorld
@cmcphillips

@SFerika if you call judging students in a marketing class festive, then yes 🙂 #SMDay #CMWorld
@Mr_McFly

A1: Content strategy is long term but flexible – look beyond the campaign to the continuum #cmworld
@ardath421

Well said, @meghscase! #CMWorld https://twitter.com/meghscase/status/615913975608295424
@CrowdContent

A1) Content must be: Valuable, evergreen, relevant & searchable. #CMWorld
@Liliholl

A1 Know your audience & give them something that’s new, different and useful at the right time & place. #CMWorld
@webber_karen

A1: the better you know your customer personas, the better your strategy will be! #CMWorld
@sararuthw

@martinlieberman @Mr_McFly ha ha ha love it. See, #contentmarketing can be fun 🙂 #cmworld
@CMIContent

Right on! #cmworld https://twitter.com/meghscase/status/615913975608295424
@JeremyBednarski

@mikemyers614 @Mr_McFly @SFerika @lindadessau Hey to several of my fave #CMWorld pals!
@KipMeacham

A1 Right msg at right time @meghscase – right on! – all starts with listening/engagement before content to manage experience. #cmworld
@SusynEliseDuris

A1 Why. What is the point of doing content marketing? What do you hope to gain? What will you measure? #cmworld
@martinlieberman

A1b. As for the spirit of #contentmarketing @randfish did an awesome SlideShare that I recommend: http://bit.ly/1LFW8xF #CMWorld
@UXcelsior

.@AJutah Let’s put a plan in front of that research and go bananas. #cmworld
@shhh

A1: Context, content type and timing all play important roles in a content strategy. #CMWorld
@Mr_McFly

A1: Think about how you can make the buyer the hero of his/her own story as they work to achieve a goal #cmworld
@ardath421

A1: It’s about adding value to your audience in a way that resonates best with them and their pain points. #cmworld
@SumAll

A1: I’d say a key concept of content strategy is having a clear vision of where you want to go (or “who we want to be”). #CMWorld
@billcush

@Liliholl Yes, but it doesn’t always have to be evergreen. News is important to put into the mix. #cmworld
@AJutah

A1: For me #contentstrategy is figuring out who your #brand wants to be when it grows up. #CMWorld
@mikemyers614

@KipMeacham someone mention lunch? How is it we can’t get thru a #CMWorld chat without mentioning food? 🙂 #cmworld
@CMIContent

@sararuthw So true. Too often marketers can get caught up in what they like–not what the customer needs/wants. #cmworld
@SFerika

A1 Data-driven content that provides value to your target audience; your relationship with them is a two-way street #CMWorld
@AndreaMLehr

A1: Understand your audience and provide content that adds value to them! #cmworld
@d3logic

A1 – People don’t care what you do, they care why you do it -https://www.youtube.com/watch?v=l5Tw0PGcyN0 @simonsinek #cmworld
@Sycren

A1: Your audience. Who are they? What problems are they facing? How much time do they have to read your stuff? #cmworld
@andymci

@sararuthw mentioning personas is a good way to make your way into our heart 🙂 #cmworld
@CMIContent

A1: Understand who your audience is & create content that will add value for them. Join existing conversations & build trust #CMWorld
@CrysWiltshire

Good catch. Very important step. #cmworld https://twitter.com/shhh/status/615914640732758016
@AJutah

A1: A successful content marketing strategy can help any business earn customer’s interest vs. buying it. #CMWorld
@ervinandsmith

Documenting is so important! #CMWorld https://twitter.com/SFerika/status/615914432816922624
@CMIContent

. MT @meghscase: A1: Right times = being smart about when/where you share content to meet users where they are or are likely to go. #CMWorld
@AlaureMktg

Exactly. If you don’t provide value, the message will fall flat. #CMWorld https://twitter.com/AndreaMLehr/status/615914741064536064
@CrysWiltshire

A1: Key content concepts to know is SEO #CMWorld
@connieurway

@billcush As in what the purpose/objective of the piece is? #CMWorld
@Sycren

A1) Content strategy always demands: good research, planning, testing and optimising stages. #CMWorld
@Liliholl

@SumAll I like “pain points”: know what your audience is looking for help with! #CMWorld
@UXcelsior

@mikemyers614 Are you saying we have to grow up? #cmworld
@JeremyBednarski

A1 Realize that promotions is just as important as production for your content if you want to optimize reach #CMWorld
@AndreaMLehr

@KipMeacham At this point, that fact seems so obvious to content marketers, but it’s still hard to get through to business owners. #CMWorld
@atxcopywriter

@AJutah @Liliholl And you can always update pieces as tech/platform specifications change #CMWorld
@SparkerWorks

@KipMeacham @CMIContent It’s too hot to bake atm… :*( I am looking into ice cream options instead… #cmworld
@SFerika

A1: In B2B, you need to consider how your story addresses the entire buying committee and influences their conversations #cmworld
@ardath421

@SFerika @KipMeacham seems like a good alternative! #cmworld
@CMIContent

@AJutah Yes, I agree. You make it evergreen if that’s an objective in your strategy. #CMWorld
@Liliholl

Q2: Can all content marketing projects benefit from content strategy? If so, how? #CMWorld

A2: Yes. Content strategy is about deciding what to do (and what not to do) with limited financial, time, and human resources. #CMWorld
@meghscase

A1: Another key concept is understanding the ultimate goal of driving business, closed deals, etc. #CMWorld
@billcush

A1: Be relevant and tell your story! #cmworld
@SueBrady

@JeremyBednarski No way! Some brands decide not to…and that’s just fine. Looking at you, #LEGO #CMWorld
@mikemyers614

A2: A strategy statement can help you make smart decisions about what to produce and share. Like this: http://bit.ly/1IghO18 #CMWorld
@meghscase

@ardath421 So true. There is so much buying by committee these days. #UseYourPersonas #cmworld
@mewzikgirl

@connieurway good to see you too, Constance. Happy #SMDay!#CMWorld
@Mr_McFly

@meghscase Great thought here, especially the emphasis on thinking about it. #cmworld
@JeremyBednarski

Which is why it amazes me all the more, @atxcopywriter, that it still happens with #WrecklessAbandon! #cmworld
@KipMeacham

A1b. As for the spirit of #contentmarketing randfish did an awesome SlideShare that I recommend: http://bit.ly/1LFW8xF #CMWorld
@contentidea

@CMIContent A2 content strategy can benefit all of your content projects. After all, how can you measure success w/out defining? #cmworld
@SFerika

@ardath421 But don’t try to do it all in one piece. Use different tone/language/content for different stakeholders. #cmworld
@andymci

@UXcelsior yes! As much as we would like it to be the case, people don’t search for entertainment, they search for answers. #cmworld
@SumAll

Strategy: Don’t be boring. #cmworld
@BrandedCartoons

@CMIContent @sararuthw Agreed. Personas is great to create personalized content that will actually resonate with your audience. #CMWorld
@CrysWiltshire

Content should solve problems or provide other value, such as entertainment, depending on audience #CMWorld https://twitter.com/CrysWiltshire/status/615914888850882561
@UnionMetrics

@atxcopywriter @KipMeacham It becomes even worse with a double sided company targeting two very different sets of customers #CMWorld
@Sycren

A2: A project without a strategy is just a shot in the dark! It needs to fit in & be measured. #CMWorld
@webber_karen

@CMIContent @KipMeacham Well, you schedule them right at lunchtime #CMWorld
@atxcopywriter

@CMIContent A1: Make Content that is useful and VALUABLE to the consumer, not just pushing your Brand’s message on them #CMWorld
@WalidTerrell

A2. Strategy is ESSENTIAL. It gives you focused messaging and helps better guide your audience. #cmworld
@KittermanMG

@andymci @ardath421 Absolutely – can’t ever work as one piece to address all – different perspectives #cmworld
@ardath421

!!! “@Liliholl: A1) Content must be: Valuable, evergreen, relevant & searchable.
@Themmytaryoh

A2: It’s dangerous to proceed with any content project without a strategy. Like heading into the forest without a flashlight. #CMWorld
@webmastergirl

Strategy: Be relevant and non-market-y. #cmworld
@CTrappe

A2: Your strategy is the key driver to what you publish, when and to whom. #CMWorld
@SueBrady

A2: Your #contentstrategy is the map that tells you where your #contentmarketing should go (how will you know otherwise?) #CMWorld
@mikemyers614

A2. No tangible results w/o strategy. You reached 60k. OK..what was your message? How was it received? Always have a strategy. #CMWorld
@UXcelsior

A2: Everything should start with a strategy, no matter how small it is. Answer the question: “Why are we doing this?” #cmworld
@andymci

A2 Uhhhh … Why would you do content marketing WITHOUT a strategy? #cmworld
@martinlieberman

For us to determine content is valuable is to engage folks to know their pains/needs and deliver. Voice of customer (#VoC) is key. #cmworld
@SusynEliseDuris

*reckless (ugh) @atxcopywriter… B^( #cmworld
@KipMeacham

A2: Gut answer: yes. if you don’t have a strategy (goals), how will you ever know if your content is a success? #cmworld
@mewzikgirl

@martinlieberman It is shocking how often you see random acts of content… #cmworld
@SFerika

A2: Strategy=key. Must have clearly defined goals/benchmarks to be effective in this noisy environment. #cmworld https://twitter.com/CMIContent/status/615915458726735872
@AJutah

On it. #CMWorld https://twitter.com/BrandedCartoons/status/615915657327177728
@ActualKats

@CMIContent @meghscase That link is not working for me. Can you tweet it again? Thank you! #cmworld
@LaToyaReports

@ardath421 great point! You have to have a different perspective when marketing to B2B #cmworld
@d3logic

A2: planning, looking at analytics, knowing the goals, these all make for better content strategies without wasted time and money #CMWorld
@sararuthw

I don’t know any execution that will work without a strategy behind it. Then again, I’m a strategist. #CMWorld http://t.co/WVKmmgEdic
@Mr_McFly

Like this! #CMWorld https://twitter.com/mikemyers614/status/615915785916039169
@CMIContent

A2: Even content you write for yourself can serve the strategy of “testing to see if this content resonates w/ our audience”. #cmworld
@andymci

A2 Absolutely–without a definitive road map on where you want your content to end up, your campaign will get lost in all the noise #CMWorld
@AndreaMLehr

A2: Other side: if the strategy is too paralyzing and you can just execute on the fly, try it. Fail faster, learn & try again. #cmworld
@mewzikgirl

A2 Not all projects need a strategy but all projects need to be part of the overall content strategy #cmworld
@ScottLum

@SFerika @CMIContent So, so true, Erika! I’m pining for Fall already… #CMWorld
@KipMeacham

Content strategy is a must in all businesses and projects. No content means no conversation and no relationship building. No brand #cmworld
@micadam

A2) Most #contentmarketing projects benefit from a strategy because strategy gives you a goal to measure results against. #Cmworld
@CrowdContent

A2 – #contentstrategy is a mindset. Use that approach like it is second nature. Enough said. #cmworld
@SusynEliseDuris

@SFerika @meghscase Oh, I know. Not even shocking. That’s the sad part. #cmworld
@martinlieberman

@CMIContent A2: #Strategy is critical! It gives you a road-map to results and increased efficiency #CMWorld
@WalidTerrell

@CTrappe non-market-y. Like it! #CMWorld
@CMIContent

A2: Without a clear content strategy, content marketers become order takers who work hard but wield little business impact. #cmworld
@pisarose

@CrysWiltshire Ooh that last part’s important! Make an effort to be a part of the larger conversations in your industry #CMWorld
@atxcopywriter

@andymci But why would you write content for yourself? All your content is audience facing, right? #CMWorld
@UXcelsior

A2: Sorry, try this: http://www.slideshare.net/beholdthesidhe/mn-search-summit-presentation-final #CMWorld
@meghscase

Truth. #CMWorld https://twitter.com/martinlieberman/status/615915807458107392
@sararuthw

@Sycren I think before even thinking about a piece…For example, our vision is to be a trusted source of information about X #CMWorld
@billcush

@mewzikgirl: Yes! Personas provide the foundation for relevance #UseYourPersonas #cmworld
@ardath421

A2: Your #contentstrategy is the map that tells you where your #contentmarketing should go (how will you know otherwise?) #CMWorld www.Whis…
@whissocialmedia

@Sycren @atxcopywriter That makes me #TotesCrayCray #GratuitousMillenialSpeak #CMWorld
@KipMeacham

A2 All marketing projects – content or otherwise – benefit from content strategy. Otherwise you’re just throwing darts blindfolded! #cmworld
@dwheeler11

A2) Content strategy is at the heart of your marketing efforts so it should always be there. #CMWorld
@Liliholl

A2: Absolutely. Content without strategy is like building without blueprints. Even small projects should have strategy & measuring #CMWorld
@CrysWiltshire

A2: Without a strategy, you’re not really marketing, you’re just talking. Marketing and strategy must coexist. #cmworld
@SumAll

Strategy is barely a word anymore. Whenever you’re about to say strategy, say dreams. #cmworld
@BrandedCartoons

@mewzikgirl can’t be afraid to try – and fail. So true! #cmworld
@CMIContent

A2: Creating your strategy goes back to thinking it through. What is your content intended to do and how will it do it? #cmworld
@JeremyBednarski

@mewzikgirl Sometimes the strategy is unnecessarily complex because people think complexity = sophistication. (Not true.) #cmworld
@andymci

A2: Clearly developed strategy can help launch a project into something memorable and clear. #CMworld
@RehabServicesNC

If I had to choose ONE, would it be #CMWorld in Cleveland or #SearchLove in San Diego this fall? @JoannaLord @MarketingProfs @jaybaer
@AmberOoley

@BrandedCartoons Just be sure those dreams are grounded in reality. That’s where most companies I’ve worked with fall down. #CMWorld
@meghscase

A2: Not an all size fits all concept. Must be designed to goals and for audience #CMWorld
@connieurway

A2b. IMO all #contentmarketing ppl are strategists. If not, they’re content creators, writers, illustrators, designers. #CMWorld
@UXcelsior

Content strategy is our North Star. Our paths may vary as we go along but keep the strategy in front of us #cmworld
@ScottLum

@lindadessau @SFerika @martinlieberman Random Acts of Content – I likey – I can see the T-shirt, mdse… @CMIContent, you in? #cmworld
@SusynEliseDuris

A2: A strategy is just a plan, don’t make things too hard on yourself. #CMWorld
@mikemyers614

Is this a weekly chat? Also is this about content only or does the topic change weekly? #CMWorld
@TiffanyLynneC

Yes MT @pisarose: A2: W/o a clear content strategy, marketers become order takers who work hard but wield little business impact. #cmworld
@ardath421

@andymci Yes! There are often strategy rabbit holes. Follow the KISS principle. And think audience first! #cmworld
@mewzikgirl

Loving these awesome analogies btw! Building without a blueprint, entering a dark room without a flashlight, etc. #cmworld
@SumAll

Love the continuum, @ardath421! #CMWorld
@KipMeacham

A2- A content strategy helps you decide what you want to say and where you want to be heard #CMWorld
@ontarget

@CMIContent Yep – because knowing how all the projects fit together can help you get more out of each #CMWorld
@atxcopywriter

A2: If your strategy doesn’t make sense to everyone who needs to deliver on it you’ve got a problem. Clarity rules. #cmworld
@andymci

@dwheeler11 Yikes, darts, scary forests – we need some menacing music as our soundtrack today! @webmastergirl #cmworld
@lindadessau

@LaToyaReports @meghscase I’m hearing the Jaws theme 😉 #cmworld
@dwheeler11

@JeremyBednarski Yes! It might sound basic, but we always ask who, what, where, when, how, and WHY. All about our audience. #CMWorld
@CrowdContent

Love this, very true #CMWorld https://twitter.com/uxcelsior/status/615916460859219970
@sararuthw

Plans are great until they meet reality. #cmworld
@CTrappe

Did I say “Dreams”? I meant “Pie”. #cmworld
@BrandedCartoons

A2c. Art is amazing, but marketing creative is a different animal, one of designed intent. #CMWorld
@UXcelsior

A2 But strategy should allow for some freedom. You can have a framework without it being restrictive — esp. when working globally. #cmworld
@shhh

@KipMeacham @ardath421 Thanks Kip! The continuum is the foundation of my latest book Digital Relevance #cmworld
@ardath421

@shhh I have fulfilled my purpose today. I win. #CMWorld
@Mr_McFly

A2) content strategy= you know what you want and how to execute it. #CMWorld
@Liliholl

A2: Real question – “Can a content marketing project survive without a content strategy?” Real answer – “No.” #CMWorld
@ervinandsmith

A2: If the content strategy is written well, it would accommodate most of the projects you take on. #cmworld
@ScottLum

A2: Any content project will benefit from a strategy because the strategy will guide the purpose of the project. #CMWorld
@billcush

#Infographic: 12 #ContentMarketing Experts Share Content Tips #CMWorld http://www.toprankblog.com/2015/06/cmworld-content-marketing-infographic/ via @toprank http://t.co/ykjU82w0hp
@VPTaylo

@TiffanyLynneC hi! We meet every Tue at 12p ET. We have a different topic each week. Upcoming topics: http://cmi.media/twitterchats #CMWorld
@CMIContent

A2: All projects need planning and strategizing, solid goals and a clear direction. #CMWorld https://twitter.com/CMIContent/status/615915458726735872
@EllisHarper

(Just call me Parker) hi all. #CMWorld is a favorite Tuesday activity. I’m finalizing a #webcontent strategy and seeking lessons learned.
@talithaparker

@SumAll I know right? Makes me want to write an elaborate analogy based blog post ;D #CMWorld
@sararuthw

Q3: Content strategy requires involvement from multiple groups. Who should you include and how do you get buy-in? #CMWorld

Great! Your content marketing strategy guides you down a path to success. Without one, you’ll end up lost #CMWorld https://twitter.com/AndreaMLehr/status/615916048248737792
@ontarget

A3: This is the key to success. You need people who can speak for the C-suite and people who will make the strategy happen. #CMWorld
@meghscase

Have it, read it, gave my staff copies and asked them to reshape our executions to comply with it, @ardath421 #cmworld
@KipMeacham

A3: Chapter 3 of my book The Content Strategy Toolkit recommends ways to choose right stakeholders and get them aligned. #CMWorld
@meghscase

@lindadessau @dwheeler11 @webmastergirl I hate when I click on reply and it’s gone to the next tweet, so I just confuse everyone! #cmworld
@dwheeler11

A3: Make sure you invite the people who might derail your project down the road. And keep an eye out for hidden stakeholders. #CMWorld
@meghscase

.@markalves @BrandedCartoons Something like this, you mean? #CMWorld http://t.co/q37MCRAPci
@ActualKats

A3: Then, make sure they know why their input is necessary, and be respectful of their time. #CMWorld
@meghscase

@BrandedCartoons If you meant cobbler my strategy this summer has already been to make & eat 4 of them. #CMWorld
@SparkerWorks

A2: You can do a content project w/o a strategy. It is might even be great. But it will be better guided by a strategy #CMWorld
@billcush

@meghscase Yep, keep friends close, enemies closer…#CMWorld
@mikemyers614

@dwheeler11 @lindadessau @webmastergirl happens to the best of us! Things just move so quickly! #cmworld
@CMIContent

@JeremyBednarski @CMIContent Exactly, you want to have a clear plan for what you plan on doing. Who, what, where, when and how. #CMWorld
@ontarget

#CMWorld A2: having a planned strategy affords you a consistent image and tone. if you plan it all at once, your message will be unified.
@andrew_peron

@dwheeler11 @webmastergirl Happens to the best of us, Danalynne 🙂 #CMWorld
@lindadessau

A3: In case you’d like to buy the book. Ahem. http://www.amazon.com/gp/product/0134105109/ref=s9_simh_gw_p14_d0_i1?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=desktop-1&pf_rd_r=1AHJBPXWCH9CFKZK65S3&pf_rd_t=36701&pf_rd_p=2079475242&pf_rd_i=desktop #CMWorld
@meghscase

Agree! Never forget the audience basics. MT @CrowdContent always ask who, what, where, when, how, and WHY. All about our audience. #CMWorld
@zuulaconsulting

A3. Depends on your company’s structure. Def. creative & strategic roles. Any project should get the green light from managers. #CMWorld
@UXcelsior

A3. Empowered, passionate employees, colleagues, clients for starters. #cmworld
@KipMeacham

A3 you want to involve stakeholders from sales, product, field marketing, and PR in your content strategy fieldwork. #cmworld
@SFerika

A3: Who makes the decision, who do they refer to, and what do they care about? There’s your buy-in committee. #cmworld
@andymci

A3: All marketing departments, PR, Sales, Customer Service, Product R&D – get buy-in with what’s in it for them #cmworld
@ardath421

A3: Become BFFs (yes, we said BFFs) with your Web Design & Development teams ASAP to assist with execution. #CMWorld
@ervinandsmith

A3 Ask the client who their target audience is and work from there–production and promotion should use this answer as a guide #CMworld
@AndreaMLehr

A3 – #contentstrategy must be united across business lines or silos form – it’s imperative that C-suite champion… #cmworld
@SusynEliseDuris

A3: the entire marketing team! 😉 we bounce ideas, thoughts, and statistics off of each other to make content accurate and relevant #CMWorld
@sararuthw

@CMIContent A3. Include as many groups as possible. Prioritize and get buy-in in phases. Content marketing needs marketing too! #CMWorld
@searchrook

A3: Include everyone you can…but particularly IT, marketing and customer service folks (they know the problems you need to fix). #CMWorld
@mikemyers614

@ervinandsmith we love that you said BFFs #cmworld
@CMIContent

@meghscase It also helps to know what will make them believe, right? Checking in, showing success, involving them in the process. #cmworld
@shhh

A3. Listen to them, capture their stories, help them share as a part of their individual brand identities. #cmworld
@KipMeacham

A3: And customers – always customers #cmworld
@ardath421

@SusynEliseDuris @lindadessau @SFerika I’m surprised one doesn’t already exist. Maybe at #CMWorld in Sept., @CMIContent?
@martinlieberman

A2: I don’t think you can have a project without a strategy. Strategies are not beneficial, they’re essential. #cmworld
@globalcopywrite

@CMIContent Thank you, I am trying to gather a list of all the popular and best twitter chats 🙂 #CMWorld
@TiffanyLynneC

A3: Depends on the project. For instance, product content needs input from our dev team. Buy in comes from benefit to that team #CMWorld
@CrysWiltshire

A3: I’ve found that it is good to have a team in place that represents all different parts of a co. for ALL mktg activity #CMWorld
@Mr_McFly

A#: Customer ser. + support teams, social media mgrs and others who have the greatest insight on what audience loves/hates/says #cmworld
@SumAll

@SFerika the more the merrier 😉 #CMWorld
@sararuthw

“Random acts of content” I like that 🙂 #CMWorld https://twitter.com/SFerika/status/615915877041631234
@atxcopywriter

MT @meghscase: A3: Invite the people who might derail your project down the road. And keep an eye out for hidden stakeholders. #CMWorld
@ardath421

We agree! Passionate employees can be a huge driving force to help your content become great! #CMWorld https://twitter.com/KipMeacham/status/615917327238987777
@ontarget

Oh yes! #CMWorld https://twitter.com/ardath421/status/615917523222048768
@mikemyers614

@meghscase @CMIContent “Hidden stakeholders” – we’re going to ‘borrow’ this term! #CMWorld
@ervinandsmith

A3: include everyone who talks to customers: Sales, Call Ctrs, receptionists. Content is everywhere. #CMWorld
@SueBrady

#cmworld A3: content planning is an all-hands-on-deck affair. need to align with sales goals, marketing objectives, and brand image.
@andrew_peron

.@ervinandsmith What if you end up being the design and dev team? :)Ideally, someone on the mkt team can build landing pages. #CMWorld
@UXcelsior

A3. I talk with my team, sales, product management, engineering, development, UX – just about everyone – about content strategy. #cmworld
@dwheeler11

A3: Anyone who touches customers or is responsible for growing the business (P&L), should be involved in content strategy #CMWorld
@billcush

A3: You should consider all employees a candidate to help in content strategy – everyone has something to contribute (1/2) #cmworld
@marceldigital

A3: Seek feedback from everyone but weight it against decision makers. You need some wins before you’re given more freedom. #cmworld
@andymci

A3: Showing measurable influence & impact of content helps with buy-in process as well. Let them see what they can gain #CMWorld
@CrysWiltshire

@globalcopywrite Hi Sarah, what time is it down under? Glad to see you! #CMWorld
@mikemyers614

A3) You should include the following teams: customer service, sales, PR & Comms & corporate relations. They all know the customer. #CMWorld
@Liliholl

Q3 – Everyone that is noted in your strategy, ideally with a set process on how you work content marketing #CMWorld
@Sycren

@martinlieberman @SusynEliseDuris @lindadessau @SFerika how do you all look in the color orange? lol #cmworld
@CMIContent

A3: You don’t build a house without a blueprint. Same applies to your content marketing projects. Strategy is always key. #cmworld
@zuulaconsulting

@searchrook @CMIContent Unfortunately true, but how do you make that work at internet/social speeds? #CMWorld
@UXcelsior

@UXcelsior @CMIContent Making sure your team is creative and can act on their own is important, but the boss always has final say #CMWorld
@ontarget

@mikemyers614 Yes! Everyone customer-facing will be able to give you FAQs to create resources for, solving problems for everyone #CMWorld
@UnionMetrics

@ardath421 without them nothing would make sense! #CMWorld
@sararuthw

A3: …from your customer service reps to your C level employees – questions, answers, viewpoints – all invaluable & unique (2/2) #cmworld
@marceldigital

A3 Also take a look at what your target audience is interested in–although they won’t be directly included, their opinions matter #CMWorld
@AndreaMLehr

MT @SusynEliseDuris: A3 #contentstrategy must be united across business lines or silos form – imperative that C-suite champion… #cmworld
@ardath421

A3: Get buy-in by showing how executing content strategy will drive profitable customer behavior. You know, “buy stuff” #CMWorld
@billcush

@CMIContent @SusynEliseDuris @lindadessau @SFerika Who WOULDN’T look good in orange?? 😉 #cmworld
@martinlieberman

@CMIContent @martinlieberman @SusynEliseDuris @lindadessau @SFerika Beautiful! If I do say so myself… #cmworld
@lindadessau

A3) For us, our client success managers play a big role in #contentstrategy. Why? Because they have direct contact w/ our clients. #CMWorld
@CrowdContent

A3 – Everyone that is noted in your strategy, ideally with a set process on how you work content marketing #CMWorld
@Sycren

@ontarget @CMIContent For sure. My point is that small, multi-talented teams can get more done. Also, the internet moves fast 🙂 #CMWorld
@UXcelsior

Agreed! We always get together to discuss possible future tactics and ideas…sometimes over a few beers #CMWorld https://twitter.com/sararuthw/status/615917474710691841
@ontarget

A3 mktg should talk to sales about what ?s their prospects ask. Create valuable content. Tough part is making sure sales uses it #cmworld
@miro_cassetta

Yes! #CMWorld https://twitter.com/zuulaconsulting/status/615917854270050304
@CMIContent

Absolutely. Same here. Getting input from all departments creates a better company voice. #CMWorld https://twitter.com/dwheeler11/status/615917707079380993
@CrysWiltshire

A3 Higher up the food chain you go, the easier it will be to get buy-in across departments. #cmworld
@martinlieberman

@globalcopywrite Ha, ha. Funny that you still know. #CMWorld
@mikemyers614

We obviously love it #CMWorld https://twitter.com/CMIContent/status/615917856090365952
@ontarget

A3 – I imagine @SlackHQ would be perfect for content strategy team management #CMWorld
@Sycren

@KipMeacham Seriously? That’s fantastic! I’m honored. #cmworld
@ardath421

@ontarget ooooh, or pizza! Content pizza! #CMWorld
@sararuthw

@ervinandsmith There are no unicorns, only marketing nerds! 🙂 #CMWorld
@UXcelsior

A3 committed employees are your biggest advocates! Different ppl can relate to dif consumers, everyone has a story to tell #CMWorld
@LUCYrk78

@globalcopywrite Sarah! Yay! Good to see you chatting today 🙂 #cmworld
@CMIContent

@ardath421 Are certain “types” of stories more effective than other when marketing B2B? #cmworld?
@AlexFromMT

@UXcelsior @CMIContent It takes what it takes. :~) #cmworldSpeed is not a friend of change. #youcanquotemeonthat
@searchrook

@globalcopywrite Ah, makes sense. You globetrotter you. 🙂 #CMWorld
@mikemyers614

@UXcelsior @ontarget Small, multi-talented teams for the win! #CMWorld
@CrowdContent

Q4: What tools do content strategists use to understand audience? Anything different than content marketers use? #CMWorld

A4: I’m guessing the tools or methods are similar. A lot depends on how much time and budget you can get to do research. #CMWorld
@meghscase

@shhh @CMIContent @SusynEliseDuris @lindadessau @SFerika He’s perpetually orange. Same with Boehner. #cmworld http://t.co/AEvrB9G95m
@martinlieberman

A3: Those willing to empower colleagues, engage audience, and embrace change. Those who accept this should participate in strategy #cmworld
@marceldigital

A4: I think everyone should own a copy of Just Enough Research by @mulegirl for ideas on getting the dirt on audience needs. #CMWorld
@meghscase

A4: It’s important to uncover what the audience actually needs and expects as well as how they truly behave. #CMWorld
@meghscase

A4: Someone might tell you they think a four-part series on beard weaving sounds neat. That doesn’t mean they’ll actually tune in. #CMWorld
@meghscase

A3: Apply those who motivate, push goals and take action #CMWorld
@connieurway

A4: Our assumptions about what our audiences want are often wrong. And you can’t find that out unless you ask the right questions. #CMWorld
@meghscase

@globalcopywrite Truth! #CMWorld
@mikemyers614

A4: There’s a tool in The Content Strategy Toolkit called the User Understanding Matrix. I made it up. You might like it. #CMWorld
@meghscase

A3: How about customer buy-in? In strategy-mode use focus groups, survey data & benchmarks to determine what audiences want. #CMWorld
@ervinandsmith

Google Analytics offer a lot of insights into our audiences. #cmworld
@CTrappe

@martinlieberman you are stepping up your pic-game lol #cmworld
@CMIContent

@AlexFromMT @ardath421 Lead w/ needs/pains. B2B prospects are solving problems. Supplement w/ education to build authority. #cmworld
@andymci

A4. Any tool that let’s you observe your audience. Hootsuite and other clients are great for following hashtags and conversations #cmworld
@KittermanMG

Just made sense, @ardath421. Heard UR pre-book @MarketingProfs PRO Seminar & was enraptured by the concepts. #ContinuumExtremist #cmworld
@KipMeacham

@CMIContent Are there companies where there are content strategists who are not also content marketers?! #cmworld
@dwheeler11

@CMIContent I’ve learned from the best, some of whom are in the chat today. 🙂 #cmworld
@martinlieberman

@CMIContent @martinlieberman @lindadessau @SFerika being a @Steelers fan, I don’t do orange but will make exception for you all. #CMWorld
@SusynEliseDuris

and where can one procure a copy?#CMWorld https://twitter.com/meghscase/status/615918527514460160
@Mr_McFly

@meghscase Yes. I’m still often surprised by how many people don’t understand the work that goes into creating content #CMWorld
@atxcopywriter

@AlexFromMT @ardath421 Yes. Think about what matters at each stage of the buying process. Perspectives change. #cmworld
@ardath421

.@meghscase Otherwise this is known as customer interviews 😉 #CMWorld
@Sycren

A4: technology, yes… but I cannot underestimate the value of F2F interactions – at Tradeshows, our own user conferences, etc. #cmworld
@mewzikgirl

A3) I think that the approach should be not to include but to work WITH, at the end everyone is part of the same team! #cmworld
@Liliholl

@SusynEliseDuris @CMIContent @martinlieberman @lindadessau @Steelers Orange is our primary October color here in SF @sfgiants #cmworld
@SFerika

A4. Still not seeing the line between the roles…I’ve used Buzzsumo, Google Trends, GA (to analyze our audience) Facebook… #CMWorld
@UXcelsior

How To Get More From @SlideShare – Super-Simple Tips For Content Marketing by @CMIContent #slideshare http://www.slideshare.net/CMI/how-to-get-more-from-slideshare-supersimple-tips-for-content-marketing #CMWorld
@cmcphillips

@Sycren Slack- It’s our lifesaver in that respect. We have dif channels for dif projects and can involve the correct stakeholders. #cmworld
@CrowdContent

A4: Get in the head of your audience. Talk to them. Read what they read. Listen for questions and issues. Understand their world. #cmworld
@andymci

A4: Email marketing (surveys), feedback, social media listening – these tell you about your content strategy more than you’d think #CMWorld
@sararuthw

@TiffanyLynneC @CMIContent You found a good one 🙂 #CMWorld
@atxcopywriter

Like I said earlier, pie is an excellent tool. I use it for everything. #cmworld
@BrandedCartoons

@searchrook @CMIContent Every story has two sides, and every organization is different. Nimble usually wins in digital realm. #CMWorld
@UXcelsior

#CMWorld A4: using engagement tools like Hootsuite, Sprout Social etc. are great but nothing beats getting in the trenches and participating
@andrew_peron

@Rogercparker Call and ask them, for starters. #OneOnOneRealTimeAnalogConversations seem to work best. #CMWorld
@KipMeacham

A4: I use good ole fashioned customer research! #CMWorld
@SueBrady

A4 Does anyone have a good tool for getting demographics out of Twitter? Finding its analytics lacking, esp. outside of the US #cmworld
@shhh

A4: Analytics, trends data, customer & employee interviews, surveys, & historic distribution performance – have a goal (1/2) #cmworld
@marceldigital

As a consultant, I find it useful to first understand the company first – http://perth.startupweekend.org/files/2012/09/Lean-Canvas.png #cmworld
@Sycren

@KittermanMG absolutely, Hootsuite is a great tool! #cmworld
@d3logic

@BrandedCartoons Oh, you mean 3.14159…? #CMWorld
@mikemyers614

@SumAll You gather a bunch of creative people into one twitter chat and you get some great images #CMWorld
@atxcopywriter

A4: I would think the interview is the best tool for understanding an audience. #CMWorld
@billcush

@SusynEliseDuris @CMIContent @martinlieberman @lindadessau @SFerika @steelers As a @ClevelandBrowns fan, I’ll do orange all day! #cmworld
@JeremyBednarski

#CMWorld many tools make you manage content online. First you have to select target market
@ahmdmm

A4: …and know your target – the tools will show themselves in the research (2/2) #cmworld
@marceldigital

A4: Nothing wrong with a good old SWAT analysis every now and then. #CMWorld
@mikemyers614

Good old fashioned never fails 😉 #CMWorld https://twitter.com/suebrady/status/615919128616931328
@sararuthw

@SFerika @CMIContent @martinlieberman @lindadessau @steelers @SFGiants Sorry, but won’t happen this yr. Numbers don’t lie. @Pirates #CMWorld
@SusynEliseDuris

#CMWorld @Sycren Yes! A great tool for this is the Business Model Canvas. http://www.businessmodelgeneration.com/canvas/bmc
@meghscase

A4: I like Topsy and BuzzSumo to help find influencers/audience. Instagr.in really useful for researching hashtag usage. #CMWorld
@globalcopywrite

Wait, did someone say pie? I love pie. @mikemyers614 @BrandedCartoons Oh, you mean 3.14159…? #CMWorld
@SueBrady

A4 Similar tools–For instance, @BuzzSumo can show strategists a trending topic they can expand on, marketers can use it to target #CMWorld
@AndreaMLehr

A4: Absent the interview: A content strategies could listen to customer calls. Over and over and over and over #CMWorld
@billcush

Great resource for content marketing strategies: http://bit.ly/1bD1g2k #CMWorld
@ontarget

.@CMIContent A4. Strategists have more use for tools that identify trends. Marketers prefer tools associated to popular platforms. #cmworld
@searchrook

@JeremyBednarski @SusynEliseDuris @CMIContent @lindadessau @SFerika @steelers @ClevelandBrowns I prefer a darker shade. Red. Sox. #cmworld
@martinlieberman

@JeremyBednarski @CMIContent @martinlieberman @lindadessau @SFerika @steelers @ClevelandBrowns ah, a Clowns fan, how cute… : P #CMWorld
@SusynEliseDuris

Who has the best (free) listening tool for Facebook content? #CMWorld
@EricMJoyce

Good content strategists are good observers and listeners. #CMWorld https://twitter.com/sararuthw/status/615919043699154944
@EllisHarper

@meghscase I prefer the LSC as it focuses on what problems a business is trying to solve which can help to set the tone of content #cmworld
@Sycren

A3 Content writers, of course, people with expert knowledge on the subject, & your #SocialMedia team. Results create buy-in. #CMWorld
@SpencerHudonII

A4: I use tools for social media listening, email analytics & audience research. However, I lots of insight F2F at shows, like #CMWorld 🙂
@CrysWiltshire

Yes, these are great ways to see if your content is having an influence on your audience #CMWorld https://twitter.com/sararuthw/status/615919043699154944
@ontarget

@shhh I loved @Twtrland which is now http://klear.com/ #cmworld
@SFerika

Have you tried @Socialbro @shhh? #CMWorld
@BeantownReview

To understand your audience you have to be your audience. Dig in. #cmworld
@BrandedCartoons

@ardath421 @pisarose Sadly, I think I do this to myself! (As chief cook and bottle washer around here…) #cmworld
@lindadessau

@EricMJoyce Have you checked to see what @PostPlanner is doing? They are amaze-balls. #cmworld
@SusynEliseDuris

A4: @CMIContent can we phone a friend to distinguish between a strategist & a marketer on this one? #CMWorld
@ervinandsmith

@BeantownReview @Socialbro @shhh I tried @socialbro as a scheduling tool last year and it worked well for that…#CMWorld
@SueBrady

@sararuthw I love the insights you can get from an audience survey… #cmworld
@SFerika

A4: I actually learned a ton doing an “Ask Me Anything” using the questions to create other content #CMWorld
@billcush

MT @meghscase: A4: Our assumptions abt what audiences want are often wrong. You can’t know unless you ask the right questions. #CMWorld
@ardath421

@UXcelsior @CMIContent Agree. You can try starting at the top and trickle down for faster acceptance/implementation. #cmworld
@searchrook

A4: Specific tools – BuzzSumo, Bottlenose, Google Trends + Alerts, Boardreader, Think w/ Google, Google consumer surveys. #cmworld
@andymci

@meghscase Agreed. Since anyone can be a publisher these days, many don’t understand the process of creating high-quality content. #cmworld
@LaToyaReports

@CMIContent So many apps now have ways to see if your content is reaching your target audience! #CMWorld
@ontarget

Q5: What is governance, and why is it something content marketers need to understand? How do you get started? #CMWorld

No tool is better than genuine curiosity. #cmworld
@BrandedCartoons

A4: Actually the best tool for understanding a B2B audience is having done their job before becoming a content strategist #CMWorld
@billcush

@CrowdContent What do you use slack with? Basecamp/Trello? #cmworld
@Sycren

.@searchrook @CMIContent I also agree with you on this part: don’t leave any key ppl out of strategy. #CMWorld
@UXcelsior

Several people mentioning BuzzSumo…powerful tool for discovering what’s up on #SoMe. #CMWorld
@mikemyers614

@ervinandsmith @CMIContent YES. My boss refers to me as a “Marketing Strategist”… so, two identities? #cmworld
@mewzikgirl

A4: Like Uber Suggest, SerpStat and Soovle to determine how/what people are searching. Great for figuring out content categories. #CMWorld
@globalcopywrite

@SFerika sometimes there are some surprises in there, but that widens our horizons and helps us think outside the box! #CMWorld
@sararuthw

A great way to receive a review on your content! #CMWorld https://twitter.com/billcush/status/615919287623131136
@ontarget

Any of the myriad social listening tools – http://www.socialmediaexaminer.com/6-social-media-monitoring-tools/ #cmworld
@SusynEliseDuris

There are great analytics tools that will help you understand your audience, but without true empathy, you never really will. #CMWorld
@ActualKats

A5: Governance is really important if you have multiple groups allowed to post. There need to be rules and oversight. #CMWorld
@SueBrady

A5 Governance ensures consistency of style and quality, and attention to goals and metrics. #cmworld
@martinlieberman

A4: To me, the audience and strategy go hand in hand. The strategy is born of audience research and understanding… #cmworld
@goldasich

@goldasich @ervinandsmith seems many agree with you on this! #cmworld
@CMIContent

A5: Governance at its core is about preserving your content strategy and evolving it as business goals and user needs shift. #CMWorld
@meghscase

A5: This question sounds hard. I hope we’re not being tested. #cmworld
@BrandedCartoons

A5: That means people need strategic and day-to-day authority to say no to things that don’t make sense for the strategy. #CMWorld
@meghscase

A5: And you need a framework for stakeholders to evaluate proposed content projects and ideas and make strategy-based decisions. #CMWorld
@meghscase

@eccushing just starting on Q5. No worries! #cmworld
@CMIContent

A5Q. Are we talking manager/editor approval? Self-governance? Or sticking with style/strategy/tone across the board? #CMWorld
@UXcelsior

A4: #googleanalytics is a good tool to user management activities #CMWorld
@connieurway

A5: @gathercontent posted an excerpt from my book that talks about this stuff here: https://blog.gathercontent.com/sample-chapter-new-content-strategy-book #CMWorld
@meghscase

A5: It’s knowing your voice, tone, target, and goal. If you don’t know that, you’re lost. Create a structure and tweak as you go. #CMWorld
@marceldigital

A5: Governance is managing content across its entire life cycle – from tone, style and voice to distribution and archival #cmworld
@ardath421

@sararuthw agreed! And it can sometimes even become content itself, like we did at Achievers w/ http://www.slideshare.net/Achievers/the-redefined-hr-pro #cmworld
@SFerika

This. More a writer than strategist but maybe use tech tools to get big picture …1/2 #cmworld https://twitter.com/billcush/status/615919287623131136
@aesmithwriting

A5: Governance is all about providing guardrails so your #content doesn’t get too far off track (sorry about mixing metaphors) #CMWorld
@mikemyers614

A4: If audience is new, user research… if audience is pre-existing #dataanalysis and #dataviz from previous projects @CMIContent #CMWorld
@CEStrategy

A4) the best tool for content strategists should be fully understanding customers’ behaviours and preferences = Data minded #CMWorld
@Liliholl

A5: First rule of content marketing is don’t break the law, right? #governance #cmworld
@globalcopywrite

To understand what our audience really wants, we use Google forms to conduct surveys. So simple, so valuable #cmworld https://twitter.com/CMIContent/status/615918486385131522
@CrowdContent

@shhh Mostly @SproutSocial @Pardot & GA. Of course, with admitted bias, @gShiftLabs provides a lot of insight 🙂 #CMWorld
@CrysWiltshire

@martinlieberman @JeremyBednarski @CMIContent @lindadessau @SFerika @steelers @ClevelandBrowns Hear not doing well this year… #CMWorld
@SusynEliseDuris

A5: Content governance is more than a style guide. It includes metadata frameworks and related content attributes. #cmworld
@pisarose

A5: Governance ensures those buyer profiles you worked to establish are actually *applied* and *enforced*… #cmworld
@goldasich

A5: Governance is about ownership & consistency, making sure you’re delivering on the goals from start to finish. #cmworld
@mewzikgirl

A5: It depends. Large orgs or orgs operating in sensitive areas (politics, health, finance) will deal w/ it more. #cmworld
@andymci

Wow, I should have said this… #CMWorld https://twitter.com/ardath421/status/615920359360065536
@mikemyers614

A5: Governance ensures employees put their best selves forward online. Common-sense policy is a great start. #CMWorld #contentmarketing
@JulieY

@SusynEliseDuris @JeremyBednarski @CMIContent @lindadessau @SFerika @steelers @ClevelandBrowns Shhh … It’s still early. 😉 #cmworld
@martinlieberman

Without governance we’d have random unrelated content piles all over the Internet. #CMWorld
@sararuthw

A5. The best #governance is couched in clearly defined, logical, achievable expectations, IMHO. #cmworld
@KipMeacham

A5 – (Guessing) Governance is having a set tone/voice/style for all the content you put out for a brand. #cmworld
@Sycren

A5 Governance is monitoring your overall strategy to ensure you’re meeting goals; it also helps you identify any necessary shifts #CMworld
@AndreaMLehr

A4: Also, always your user/audience personas. But avoid a Dilbert & make sure to base them on fact. #cmworld http://t.co/EplLxGwkne
@zuulaconsulting

#CMWorld well the best marketing you show people what they need instead of asking them #apple #iPhone
@ahmdmm

@mikemyers614 We’ve been using BuzzSumo. It’s a great tool! #cmworld
@JeremyBednarski

… and dive deep with a few solid, focused interviews w/ highly engaged ppl who give insightful feedback? #CMWorld https://twitter.com/billcush/status/615919287623131136
@aesmithwriting

A5: To get started with governance, keep the team small. Be disciplined & focused in your meetings & follow-through. #cmworld
@mewzikgirl

Yes, but also the training and support so people know how to use them. #CMWorld https://twitter.com/Sycren/status/615920621671747584
@mikemyers614

@mikemyers614 🙂 #cmworld
@ardath421

a5: I think this is where understanding your brand image, voice, and customer personas is key #CMWorld
@sararuthw

@CrysWiltshire Hey Crys, I KNEW I recognized your name! Waving from south end #Barrie @gshiftLabs #cmworld
@lindadessau

When I think of content governance I think of guidelines, reviews, approvals, etc… (more than just tone and style). #cmworld
@andymci

You took the words out of my keyboard 😉 #CMWorld https://twitter.com/martinlieberman/status/615920177025261568
@CrysWiltshire

A5: Understanding industry governance is essential to content strategy, especially for social media. #cmworld
@globalcopywrite

A5 Governance includes adhering to brand voice & standards – at my company, you need internal certification for #SoMe & community #cmworld
@dwheeler11

Our #OTblog lists 4 Ways to Measure Social Media Success: http://bit.ly/1LT1LFz #CMWorld http://t.co/8295UCOBo4
@ontarget

@CrysWiltshire Great minds think alike! #cmworld
@martinlieberman

Have to head out everyone – thanks @CMIContent & #CMWorld for having us for our first time – great conversation – see you next week!
@marceldigital

@marceldigital thanks for spending part of the day with us! #CMWorld
@CMIContent

@dwheeler11 I heard about similar internal certification from @juliecole @mabelhood at Tweetstock #cmworld
@lindadessau

A5. I suggest we not make peeps play #ReadMyMind, too. Articulate what you want. Provide examples and reward great executions. #cmworld
@KipMeacham

A5: For content governance, documented style guidelines, production process, writer/blogger guidelines essential. #cmworld
@globalcopywrite

.@dwheeler11 Certification in order to mention the company online or to take part in content/marketing? #CMWorld
@UXcelsior

A5: Every time I hear the word governance, my eyes glaze over & I mumble, “Huh?” Quick, Someone say something concrete #CMWorld
@billcush

@billcush Tactic. #CMWorld
@mikemyers614

A5) Governance = Consistency. You can’t get lost or just be reactive. Don’t take unnecessary risks. #CMWorld
@Liliholl

.@CMIContent A5. To give out a consistent brand message. Start by clarifying it. #CMWorld
@searchrook

@ahmdmm Agreed, but you can identify patterns in how audiences are sharing your content and adjust your outreach, etc. #CMWorld
@AndreaMLehr

A5: From the replies it looks like governance isn’t well defined for everyone. 🙂 Interesting! #cmworld
@andymci

@Liliholl Take SMART risks. #CMWorld
@SparkerWorks

@billcush @BrandedCartoons Yes, sometimes you’re farther along on the same journey #cmworld
@lindadessau

Q6: What are the first steps to figuring out what is wrong with your content so you can begin to improve it? #CMWorld

We have a special pdf file that we make everyone print and tape above their desk haha 😉 #CMWorld https://twitter.com/globalcopywrite/status/615921153970864128
@sararuthw

#ILoveDigitalAnarchy, @andymci! B^D #cmworld
@KipMeacham

A6: The first step is to hypothesize what you think is wrong. You probably have a pretty good idea. Then make a plan to validate. #CMWorld
@meghscase

A6: You might hypothesize that much of the content you’ve published isn’t something your audience would rely on your brand for. #CMWorld
@meghscase

@KipMeacham @andymci lol #cmworld
@CMIContent

A5 re: governance – a style guide is imperative. Terrible the # of brands – top ones – that do not have this. Brand killer. #cmworld
@SusynEliseDuris

A6: The first step is to recognize you have a problem #cmworld
@ScottLum

A6: Analytics = first step to figuring out what is wrong with your content so you can begin to improve it. #CMWorld
@SueBrady

@sararuthw You just got us hungry !! #CMWorld
@ontarget

A6: To improve your #content, compare it with your strategy. Don’t have a (documented) strategy? I think I see your problem. #CMWorld
@mikemyers614

A6. @AnnHandley suggests having your teenage daughter read it. #BeNotBoring #cmworld
@KipMeacham

A6: Make sure to use a couple of methods like reviewing analytics, talking to your audience, and reviewing best practices. #CMWorld
@meghscase

@CMIContent A6 put together a content dashboard and see which KPIs need improvement, then dive into individual content performance. #cmworld
@SFerika

A5: Governance also ensures you have people who are accountable for #content. Otherwise, it all just becomes dust in the wind. #cmworld
@zuulaconsulting

A6: Here, it might be analyzing on-site search terms & asking users what sources they trust on the topics you’re writing about. #CMWorld
@meghscase

A6 A great place to start is the comment section–see what your audience likes and doesn’t like and go from there #CMWorld
@AndreaMLehr

@Sycren Asana but we’re looking at Trello. #cmworld
@CrowdContent

@UXcelsior @CMIContent Perfectly put #CMWorld
@ontarget

@zuulaconsulting YES! #CMWorld
@meghscase

A6. Compare your failing content to winning content. Note differences, A/B test small changes. The problem could be simple. #CMWorld
@UXcelsior

A6: Assess which content is engaging your audience and then find where you lose them. Look hard at content there. #cmworld
@ardath421

A5: The governance draws the line from strategy vs. marketing #CMWorld
@connieurway

@SueBrady A comprehensive content audit, although tedious, can really help with that too #CMWorld
@SparkerWorks

A6: It is important to be cognizant of the fact that your content is not for you. Serve the consumer. How, where & when THEY want. #CMWorld
@Mr_McFly

A6: 1) Take a hard look at your analytics. 2) Scrutinise quality of your content. Are your writing/production values excellent? #CMWorld
@globalcopywrite

Step One: Admit you are powerless over content…wait…different program, never mind. #cmworld
@BrandedCartoons

@ontarget my bad! I’d share my quinoa with ya but Twitter isn’t that advanced yet #CMWorld
@sararuthw

.@CMIContent A6: last one haha content has a purpose, if it’s not completed, something is wrong – use data to tweak going forward #CMWorld
@marceldigital

A6: When content is labeled “wrong,” it’s important to look at source. If buyer profiles are used, gotta know what “wrong” means. #cmworld
@goldasich

A6 – Audit, anyone? Ck analytics. Have ppl outside content function, even outside co, read to give u their take. Feedbk is impt. #cmworld
@SusynEliseDuris

A6: Audit, leaving team egos at the door. You can’t be too personally “married” to anything you’ve created. Continuous improvement. #cmworld
@mewzikgirl

A6: Define what “wrong” is, for starters. 🙂 Shareability? Readability? Lifetime value (reusability)? Conversion rates? #cmworld
@andymci

@AndreaMLehr But what if you don’t get any comments? 🙁 #CMWorld
@martinlieberman

A6: First revisit your goals and then review your data. Understand what performs well, is shared most, drives traffic etc. #cmworld
@SumAll

A6. Spent Saturday afternoon at R kitchen bar w/ 1 of my #TwentySomething daughters talking abt #EverybodyWrites. #Compulsion #cmworld
@KipMeacham

So true! #CMWorld https://twitter.com/goldasich/status/615922040521027584
@CMIContent

@aesmithwriting Agreed. That could be an effective use of time since we cannot interview everyone. #CMWorld
@billcush

A6) Content is wrong when: readers bounce, don’t click through or even open your emails, there isn’t any engagement. #CMWorld
@Liliholl

A6: Which KPIs are you not hitting that your strategy calls for? Then examine content designed to drive them and make refinements #cmworld
@ardath421

A6: look at the analytics, downloads, clicks, customer reviews. Where are your peaks and valleys? Get rid of the valleys! #CMWorld
@sararuthw

A6: Revisit your content marketing strategy. Have you strayed from the plan? #CMWorld
@globalcopywrite

@CrowdContent @UXcelsior Supporting small businesses like ourselves since day one 😀 !! Awesome people FTW #CMWorld
@ontarget

@UXcelsior It’s often as simple as a headline. #Cmworld
@CrowdContent

A6 Also look at what competitors did with a similar topic to identify what worked for them and where you may have fell short #CMWorld
@AndreaMLehr

A6: Asking your audience is always a good place to start. Are they uninspired? Are you not speaking their language? #CMWorld
@webmastergirl

A6: By understanding what does work well for your audience, you are able to understand what went wrong with your content. #cmworld
@SumAll

A6: An important caveat: nothing may be “wrong” with your content. It could be the context (timing/device/delivery). #cmworld
@pisarose

Remember, KPI is an #anagram for Kip, BTW, @ardath421. B^D #cmworld
@KipMeacham

A6: Also understand what the value of your content curation, publication etc. brings your co. That’s the only way you can measure #CMWorld
@Mr_McFly

A6: Step 1 is going back to your strategy to make sure you haven’t gone off course. If not, does your strategy need to be tweaked? #cmworld
@JeremyBednarski

#CMWorld A6: use your gut instinct to identify potential holes in your strategy, use data and analytics to validate those instincts.
@andrew_peron

@pisarose And it might be the wrong content, even if it’s really good. #CMWorld
@meghscase

@pisarose absolutely. Need to examine context. #cmworld
@CMIContent

.@CrowdContent Agreed, that’s where I was trying to go. Thanks for nailing it down. 🙂 #CMWorld
@UXcelsior

Important point. Don’t throw your baby out with the bathwater. #CMWorld https://twitter.com/pisarose/status/615922335992909825
@mikemyers614

@andymci Great point! May not be reaching a huge audience, but it is reaching the right one. #CMWorld #perspective
@martinlieberman

@pisarose Phew, that’s a comforting reminder! #cmworld
@lindadessau

A6) You improve it by personalising it, optimising its delivery times and channels. #CMWorld
@Liliholl

Good point! MT @pisarose: A6: Nothing may be “wrong” with your content. It could be the context (timing/device/delivery). #cmworld
@ardath421

Interesting point #CMWorld https://twitter.com/pisarose/status/615922335992909825
@sararuthw

A6: Is your content optimised properly? Do you need to do more search engine research? #CMWorld
@globalcopywrite

A6: Details are in the data. Look deep at analytics & see where you are winning/losing & be adaptable to change in trends. #CMWorld
@CrysWiltshire

@martinlieberman Great point! But if you think about it, no comments provides value in itself–it means it wasn’t interesting! #CMWorld
@AndreaMLehr

Aside: Don’t let anything go to waste. A presentation = webinar = gated video = shorter segments = transcripts as blog posts. #cmworld
@andymci

If you’re aiming at the wrong audience, there is nothing you can do to fix your content. #cmworld
@BrandedCartoons

Yikes…better late than never? #cmworld
@tracibrowne

@SumAll very well said! #cmworld
@d3logic

A6: And, content sent via email may be just fine…but sent from the wrong person! (Just blogged on this!) #cmworld
@goldasich

@tracibrowne Wow, thanks for getting up. 🙂 #CMWorld
@mikemyers614

A6: A/B testing #CMWorld
@connieurway

@ahmdmm Yes, it is. You can’t ignore Google or the search habits of your audience. #CMWorld
@globalcopywrite

@tracibrowne hi Traci! Never late when it comes to friends and the #CMWorld chat 🙂 #cmworld
@CMIContent

This is a great way of looking at the process. Instincts first & data as backup. Supports knowing audience. #CMWorld https://twitter.com/andrew_peron/status/615922420558368768
@CrysWiltshire

@webmastergirl Yes, always look back at your customer. Do what’s right for them and re-develop the strategy around that. #cmworld
@ScottLum

@AndreaMLehr Or, it didn’t reach the intended audience. Change promotion/distribution strategy? #cmworld
@martinlieberman

你好嗎? or お元気ですか?@yokomizoryoko1 #cmworld
@KipMeacham

A6: Break it down by stages – Is your content in the same place as the audience in the buying process? #cmworld
@ardath421

A6: A great way to see what is wrong with your content is to look over what you’re putting out there and asses if it’s good content #CMWorld
@ontarget

@andymci we love repurposing! #cmworld
@CMIContent

A6b. SEO, audit, headlines…I’m analytical too, but don’t forget to keep creating content. Not all of it will succeed. #CMWorld
@UXcelsior

A6: Data & user testing. Test content w/ users bf you hit send or publish to gain real insight into what to tweak bf going live! #cmworld
@zuulaconsulting

@meghscase @AndreaMLehr Fantastic point. #nailedit #cmworld
@martinlieberman

@tracibrowne It’s true. #CMWorld
@mikemyers614

@tracibrowne @mikemyers614 yikes lol #cmworld
@CMIContent

Using data visualizations can really help with this too. @SparkerWorks @SueBrady #CMWorld
@CEStrategy

@martinlieberman Exactly! #CMWorld
@AndreaMLehr

Q7: How do you measure content effectiveness? #CMWorld

@billcush Oh good, I’m glad I’m on the right track! Thanks for the reply. #CMWorld
@aesmithwriting

A6: Analytics! See what content people are/aren’t responding to. What r main topics your community is talking about? Be relevant! #cmworld
@LUCYrk78

What he said! #cmworld https://twitter.com/andrew_peron/status/615922420558368768
@CrowdContent

A7: At the risk of people rolling their eyes at me, I’m going to say that we need to stop measuring engagement. #CMWorld
@meghscase

Squeeze the juice outta that content! #cmworld
@andymci

A7: Unless you can tie engagement to a business goal like actual lead generation, conversion, or preference, it does not matter. #CMWorld
@meghscase

A6: If no one is clicking, something is wrong. If people are clicking, but no one is buying, there’s something wrong #CMWorld
@billcush

A7: To really get at whether your content is working, find out how it impacts meaningful business goals and user behaviors. #CMWorld
@meghscase

A6: You must make sure what you are posting has relevance and is important to your followers/clients/future clients. #CMWorld
@ontarget

A7: Watch for patterns in leads and conversions, talk to your support and sales folks, and ask actual users or target users. #CMWorld
@meghscase

A7. In the long run? Reduced Cost of Sales. #cmworld
@KipMeacham

@CMIContent A6: Paying attention to how it performs. Analyzing how people respond to different types of content #CMWorld
@atxcopywriter

A7: Measure effectiveness thru engagement #CMWorld
@SueBrady

A7. Did you include a call to action? Did people take that action? If so then effective, no? #cmworld
@tracibrowne

A7: Agree on measures (KPIs) at the outset and include in your strategy so everyone knows when you’ve won. Because you will win. #CMWorld
@mikemyers614

A6: Study what gets clicked and what gets people to buy. Apply what you learned to content that does not drive those things #CMWorld
@billcush

@CMIContent A7. By analyzing shares, consumption and leads generated by them. #CMWorld
@vivektweetsso

A7. Any and all data. Monitor your reach, engagements, click-through-rate, responses, etc. #cmworld
@KittermanMG

A7. If it’s on your site, GA is usually key to monitoring landing pages. Comments. Depends on goal; did your CTA get conversions? #CMWorld
@UXcelsior

Repurpose content, design different ways to deliver important info to see which your audience prefers #CMWorld https://twitter.com/andymci/status/615922635231395840
@UnionMetrics

YES! MT @meghscase: A7: Unless you can tie engagement to a business goal > actual lead generation, conversion, it doesn’t matter. #CMWorld
@ardath421

I heart this so much: https://twitter.com/meghscase/status/615923082788614144 #cmworld
@mewzikgirl

@ScottLum well, I just assumed… #CMWorld
@tracibrowne

@mikemyers614 Thanks for the vote of confidence! #cmworld
@lindadessau

A6: Easier (much, much, much) said than done, to be sure. #CMWorld
@billcush

A7: Are you fired? If you answered No, your content was effective. #cmworld
@BrandedCartoons

@KipMeacham Interesting. Always? #CMWorld
@mikemyers614

A7 Social shares is a big one for us, but we also look at other avenues not as easily quantifiable #CMWorld
@AndreaMLehr

A7: The content marketing strategy should clearly define how you’re going to measure effectiveness before you start production. #CMWorld
@globalcopywrite

A7 I use my original goals/KPIs to measure effectiveness. Is it # of convos? RTs? Shares? Are more people joining convos? #cmworld
@LUCYrk78

A6: Also, seeing what others are doing is a good way to reflect on your current strategies are effective. Don’t copy, improve #CMWorld
@ontarget

A7: Reach (sharing), Referrals (inbound links), Impressions, Interest (time on page + shares), Conversion (click tracking). #cmworld
@andymci

@lindadessau Glad you picked up on the fact that was for you! #CMWorld
@mikemyers614

A7: It all depends of the goal of said content and where that fits in the overall goals for the company. #CMWorld
@Mr_McFly

But then you have to have a teenage daughter which is a lengthy process if you’re starting from scratch #CMWorld https://twitter.com/KipMeacham/status/615921716628463618
@atxcopywriter

A7: this gets back to previous answers -analytics, shares, downloads, how many people actually respond or talk about your content #CMWorld
@sararuthw

A7b. If published on WP, LI, or social in general, engagement & comment quality first. All about reaching & resonating w/audience. #CMWorld
@UXcelsior

@BrandedCartoons oh the perspective you bring to our chats lol #cmworld
@CMIContent

We agree 100% #CMWorld https://twitter.com/meghscase/status/615923129068556290
@ontarget

A8: Quantifiable contribution to downstream revenue #cmworld
@ardath421

A7) Number of visitors + time spent on page + responses if comments allowed + shares . #cmworld
@Liliholl

A7. For a library, the goal is always: 1. Increase circulation. 2. Increase visits 3. Increase cardholders. Doing that? Success! #CMWorld
@webmastergirl

On website, I’m a huge fan of heat mapping to gauge this 🙂 #cmworld https://twitter.com/UXcelsior/status/615923354214600704
@LUCYrk78

@aesmithwriting …and if you call that “mixed method research” you can impress the PhDs and brainiacs in your org. #CMWorld
@billcush

@meghscase interesting! Why is that? #CMWorld
@sararuthw

A7: We measure our effectiveness based on conversions for our free analytics dashboard, paid reports, or our newsletter. #cmworld
@SumAll

A7 For example, one of our campaigns made it on the Today Show yesterday; we can’t get exact numbers, but that reach is huge #CMWorld
@AndreaMLehr

@atxcopywriter Some days, you can have mine… #CMWorld
@mikemyers614

@AndreaMLehr Woohoo, congrats! #cmworld
@lindadessau

Agreed! A piece of content isn’t your baby. Might be time to love it or leave it. Make tough choices. #CMWorld https://twitter.com/mewzikgirl/status/615922095030173696
@aesmithwriting

@globalcopywrite @CMIContent Yes, yes, it should. So often, it does not. #CMWorld
@meghscase

A7: Monitor your data, and gauge how your content is influencing your audience. #CMWorld
@ontarget

A7) Also if CTAs included then clicks through. #CMWorld
@Liliholl

@AndreaMLehr That is huge indeed! #CMWorld
@SueBrady

A7 – consumption, engagement, conversions, oh may. You have to start on the right foot with appropriately defined KPIs. #cmworld
@SusynEliseDuris

@webmastergirl love seeing how other industries gauge this. #cmworld
@CMIContent

Thanks, @ScottLum! Long time no tweet. #StillMourningB2BChat #CMWorld
@KipMeacham

A7: If we can convert a random website visitor into a SumAller who wants to engage with us further, we’ve done something right. #cmworld
@SumAll

@AndreaMLehr But, are they the right people? Will they do something after viewing it? Those are the questions. 😀 #CMWorld
@meghscase

@martinlieberman @AndreaMLehr This is more the norm than we like to admit #CMWorld
@atxcopywriter

A4: yes research! Email, event feedback, reviews, blog mentions, customer service team comments, site search logs and interviews. #cmworld
@talithaparker

A7 You also want to look at how many more followers your brand earns after a campaign; this is an indicator of valuable content #CMWorld
@AndreaMLehr

@meghscase great points your content should drive sales in some way, otherwise you’re just wasting time and money #cmworld
@d3logic

@SumAll SumAller? So does that make us CMWorlders? 🙂 #cmworld
@CMIContent

A7: ah the conversion funnel <3 #CMWorld
@sararuthw

Use your friends’ children, @atxcopywriter. #TheyllThankYouPerhaps #CMWorld
@KipMeacham

@AndreaMLehr awesome news! Congrats! #cmworld
@CMIContent

@LUCYrk78 Yes! You discover that people click in some very interesting places! #CMWorld
@SparkerWorks

@meghscase very true! in the long run, without conversion we don’t grow #CMWorld
@sararuthw

@d3logic Yep. It might not do it right away, which is why you need to watch for patterns. But it should put people on the path. #CMWorld
@meghscase

@meghscase Agreed! That’s why we looked at who shared the link from their site–great indicator of who we can target in the future #CMWorld
@AndreaMLehr

@AndreaMLehr wow, that’s awesome! #CMWorld
@dwheeler11

@meghscase I don’t know if I’d blanketly dismiss engagemt. I agree it must be well defined. In general doesn’t serve any purpose #cmworld
@SusynEliseDuris

@atxcopywriter @AndreaMLehr No wonder so many sites are shutting off the option altogether. #CMWorld
@martinlieberman

@atxcopywriter @KipMeacham @annhandley Does my 5-year-old daughter count? She’s pretty honest about what she finds boring. #CMWorld
@CrysWiltshire

A7: Comparison #CMWorld
@BarrelOLaughs

@lindadessau @cmworld I’d like a #CMWorld on how to tie content directly to pipeline size & bookings. Think I’ve done it, but not sure.
@billcush

Q8: How do you find the right content strategist for your project? #CMWorld

Yes! And some don’t where I thought they totally would 🙂 #CMWorld https://twitter.com/sparkerworks/status/615924328987623424
@LUCYrk78

A8: First, let me say that you might not need one. Content strategy isn’t necessarily a job. It’s an approach. A thought process. #CMWorld
@meghscase

#FollowTheData, @CrysWiltshire @atxcopywriter @annhandley B^D #cmworld
@KipMeacham

A8: @melissabreker of @Team_CS_Inc put together a super handy list of content strategy skillsets here: http://t.co/qyJvtJTZ8R. #CMWorld
@meghscase

Q; what’s the role of creative writing in cm and ppc #CMWorld #ppcchat
@ahmdmm

A8: The article contains tips for hiring a content strategist as well as the list of skills or attributes you need covered. #CMWorld
@meghscase

MT @globalcopywrite: A7: Content marketing strategy should clearly define effectiveness measures before you start production. #CMWorld
@ardath421

@CMIContent @SumAll CMWorlders <3 that should be put on a t-shirt! An orange t-shirt! #CMWorld
@sararuthw

A8: Use it as a starting point to put together a posting or evaluate the skillsets of the people in the roles you already have. #CMWorld
@meghscase

@meghscase @melissabreker @Team_CS_Inc But isn’t it a role SOMEONE should have going into a project? #cmworld
@mewzikgirl

Q8: Someone who can become an absolute *sponge* for that product and audience = best strategist. #cmworld
@goldasich

@CMIContent A6. Do a content audit wrt to ur audience. Does ur content make sense to audience? Based on that, adjust your compass. #CMWorld
@vivektweetsso

A8: I don’t think there’s one ‘right’ person. It needs a team with content experience and industry expertise. #CMWorld
@globalcopywrite

A8: I look in the mirror. #CMWorld http://t.co/P6htQkuAdK
@Mr_McFly

A7: Establish your KPI’s and measure those. However, also pay attention to engagement metrics. They may indicate fall off points. #cmworld
@JeremyBednarski

@CEStrategy @SueBrady Yes, that takes even more resources if you’re creating custom visualizations though #CMWorld
@SparkerWorks

@meghscase I tweeted too fast. You answered exactly what I was wondering. 🙂 #cmworld
@mewzikgirl

A7: Right now, I measure the size/increase in pipeline of new business, though far from perfectly. #CMWorld
@billcush

A8. Passion, skill, self-motivation, aware of stake in own brand as well as corporate one, @CMIContent #cmworld
@KipMeacham

@mewzikgirl The responsibilities must be taken care of, but no reason someone with a different title can’t do it. #CMWorld
@meghscase

A5: governance = rules & guidelines, templates, process to ensure consistency of content brand, voice, format across team #CMWorld
@NzymeSolutions

@CMIContent A8 we’ve aligned our content marketing managers to specific LOB areas, paired w/product marketing SMEs. #cmworld
@SFerika

@CMIContent A7: You determine the KPIs that match up with your primary goals and keep an eye on them #CMWorld
@atxcopywriter

drop. #CMWorld https://twitter.com/mr_mcfly/status/615924749722521600
@LUCYrk78

Important! > MT @meghscase: A8: Content strategy isn’t necessarily a job. It’s an approach. A thought process. #CMWorld
@ardath421

A8: In Australia, we’re sorely lacking for people with content strategy experience. It’s a big problem. #CMWorld
@globalcopywrite

A7 I have to say…now that we have retail in the family…a like has little meaning unless I recognize them as a customer #cmworld
@tracibrowne

A8: Is this where they upload their LinkedIn profiles to the chat? #cmworld
@ScottLum

@CMIContent A4. Buyer personas are the best. There r some tools for that. Or else plain word or ppt will do. #CMWorld
@vivektweetsso

Yes! Sometimes you have to “kill your darlings.” #cmworld https://twitter.com/aesmithwriting/status/615923797674201089
@zuulaconsulting

A8: look at the topic of the project, bring in someone who’s passionate about that topic and let them show you a whole new world #CMWorld
@sararuthw

A8: Find someone who’s hungry for a story, who loves your brand and can think through many alternatives. Or you can pick @Mr_McFly #CMWorld
@mikemyers614

A8: Seriously though, a person who understands what’s at stake for the consumer AND the bottom line.#mirror#CMWorld
@Mr_McFly

A8) the person needs to understand your brand/industry and be passionate about it. #CMWorld
@Liliholl

@meghscase absolutely, which is why you need some form of consistency, so you can see the patterns develop #cmworld
@d3logic

Place a pie (cobbler is best) in the center of a room. Release 8-10 Content Strategists. The one who survives is your pick. #cmworld
@BrandedCartoons

@Mr_McFly I lol’d so much ! #CMWorld
@sararuthw

A8 the person just needs to be able to be relatable to audience. Someone that can emotionally tie into your consumers #CMWorld
@LUCYrk78

@meghscase @mewzikgirl Yup. Aside from my copywriters/editors, no one on our team has Content Marketing titles, but we all do it. #cmworld
@mewzikgirl

I heart repurposed content. Used & targeted appropriately, it extends value, saves everyone time + money. #CMWorld https://twitter.com/billcush/status/615924015031549952
@aesmithwriting

@BrandedCartoons very “hunger” game-esque #CMWorld
@CMIContent

Thank you #CMWorld. Great chat and learned a lot. Must hop off for meeting across building. See you next week!
@prgalterrielee

@webmastergirl I find that if you provide info with humor, it sticks better 🙂 #CMWorld
@Mr_McFly

Great! #CMWorld https://twitter.com/meghscase/status/615924606398894080
@ontarget

Made my day. #CMWorld https://twitter.com/brandedcartoons/status/615925128396996608
@sararuthw

A8 We assign specific strategists for every account; this helps them familiarize themselves with the client’s key topics #CMWorld
@AndreaMLehr

A8 If they say things like content marketing isn’t really about sales…then they are probably not a very good strategist #cmworld
@tracibrowne

Gotta jet. Bye all! #cmworld
@goldasich

A8: Ever meet someone in your org that seems to be comfortable in both tactical and big-picture roles? That’s your person. #CMWorld
@mikemyers614

@Mr_McFly @webmastergirl W wrote a whole post about that! http://www.suebrady5.com/an-seo-expert-walks-into-a-bar-bars-pub-public-house/ #CMWorld
@SueBrady

@CMIContent A3. Content Team, Blogging team, Graphic/web designers & top management & product marketing. Show results for buy in. #CMWorld
@vivektweetsso

Primary goal of content marketing: keeping your job #CMWorld https://twitter.com/BrandedCartoons/status/615923420484739072
@atxcopywriter

@CMIContent A7. Blog analysis and content tagging are an important steps. #Cmworld
@Ozaemotion

THIS #CMWorld https://twitter.com/Mr_McFly/status/615925069018103808
@connieurway

@ScottLum if they were smart 🙂 #CMWorld
@CMIContent

Same #CMWorld https://twitter.com/Mr_McFly/status/615924749722521600
@SparkerWorks

@mikemyers614 A unicorn! #cmworld
@mewzikgirl

@CMIContent @BrandedCartoons LOL! #cmworld
@CrowdContent

@SueBrady that’s because you know what you’re talking about, Sue! cc: @webmastergirl #CMWorld
@Mr_McFly

A8: Someone who can become an absolute *sponge* for that product and audience = best strategist. #cmworld
@goldasich

@KipMeacham @CMIContent It’s important to have an entire team that fit into those categories!! #CMWorld
@ontarget

@CMIContent A2. Yes. Content strategies paves the path ahead for content mktg campaigns. #CMWorld
@vivektweetsso

@LUCYrk78 yup @Mr_McFly wins lol #CMWorld
@CMIContent

@Mr_McFly But I look more like this #getthatcontentstrategy #CMWorld http://t.co/Sm0xgFPmu7
@SparkerWorks

@mewzikgirl Same. 🙂 #CMWorld
@mikemyers614

@SparkerWorks Hola, Sarah!!!!!!!!#CMWorld
@Mr_McFly

Indeed MT @meghscase: A8: … you might not need one. Content strategy isn’t necessarily a job. It’s an approach. #CMWorld
@billcush

@Mr_McFly @webmastergirl Awwwww. #CMWorld
@SueBrady

That’s where having the mind-set is key. It’s in the organization’s DNA. Key. to. strong. #content. #CMWorld https://twitter.com/meghscase/status/615924582629806080
@SusynEliseDuris

Agreed, @ontarget @CMIContent, and the #ChiefAgitators make the best leaven for said groups. #cmworld
@KipMeacham

Love the chat but gotta go 🙁 thanks for another great bunch of ideas, quotes, laughs! #CMWorld
@sararuthw

Did you just suggest we hire a sponge? @goldasich A8: Someone who can become an absolute *sponge* for that product and audience #cmworld
@BrandedCartoons

@SparkerWorks Duly noted ;-)#CMWorld
@Mr_McFly

@webmastergirl You’ve got a great job. “Hey people, come enjoy these awesome free things!” 🙂 #CMWorld
@atxcopywriter

@globalcopywrite Now I know I’m marketable if I want to relocate! 🙂 #CMWorld
@SparkerWorks

How do you guys keep up with this amazing conversation?!? #CMWorld
@meghscase

@CMIContent A1. Develop content based on ur audience, always experiment, keep innovating and focus on end user challenges. #CMWorld
@vivektweetsso

Honored to be included on this #CMWorld infographic 🙂 https://twitter.com/CMIContent/status/615582256577425408
@amywhiggins

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

@meghscase That’s why we only do it once a week 🙂 #CMWorld
@mikemyers614

We have the BEST community! #CMWorld https://twitter.com/meghscase/status/615925955173879810
@CMIContent

We agree, our team has so many people who contribute to our content marketing! Love them all #CMWorld https://twitter.com/globalcopywrite/status/615924748095111169
@ontarget

of course you advocate for a cartoon character – Sponge Bob @BrandedCartoons @goldasich #cmworld
@tracibrowne

And have a desire to pay huge income tax. But, seriously, we need help. #CMWorld https://twitter.com/SparkerWorks/status/615925932939816961
@globalcopywrite

@aesmithwriting When you work in subjective field like writing/design/any other type of content creation, ego has no place #CMWorld
@atxcopywriter

@meghscase I use @nurph to keep up with fast paced chats like #cmworld
@SFerika

@globalcopywrite You might find great content people on a remote basis. Just a thought. 🙂 #CMWorld
@UXcelsior

Time to go.. but will be back for the BIG chat next week! See you around and thanks for all your tips! #CMWorld @CMIContent
@Liliholl

@webmastergirl @Mr_McFly Thank you! #cmworld.
@SueBrady

@meghscase we all have moments where we’ll get lost in here. #CMWorld http://t.co/JBq4j0HU6m
@Mr_McFly

@SumAll @meghscase #contentmarketing super powers! #cmworld
@CMIContent

MT A2 Overall, good strategy can benefit goals and intentions across teams #CMWorld
@connieurway

Excellent hiring strategy. Alternatively introduce highly trained content velociraptors into the mix. #CMWorld https://twitter.com/BrandedCartoons/status/615925128396996608
@SparkerWorks

And the group members need NOT all reside within TheCubiclesOfTheCompany, @ontarget @CMIContent #cmworld
@KipMeacham

A7: Effectiveness is like realizing your sail is against the wind. When audiences don’t act & goals fail, #content’s a bust. #cmworld
@zuulaconsulting

@lindadessau @mikemyers614 @meghscase you guys keep us on our game! #cmworld
@CMIContent

@CMIContent A8. A person who understands your target market and audience well wud be the right content strategist. #CMWorld
@vivektweetsso

@aesmithwriting And you might think of new angles to approach things from nobody knew they needed! Love it. #CMWorld
@SparkerWorks

@SparkerWorks but be sure not to look one in the eyes without knowing where the other 2 are… 😉 #cmworld
@SFerika

@SparkerWorks Sarah, you win for use of velociraptors! #cmworld
@mewzikgirl

@Mr_McFly @CMIContent A true example of a great employee! One who can be productive without being asked to be #CMWorld
@ontarget

I’m going to check that one out, Erika. Thanks for the tip. #CMWorld https://twitter.com/SFerika/status/615926149387026432
@globalcopywrite

I feel guilty for not using Marketing Automation? Should I be using Marketing automation? #cmworld
@BrandedCartoons

@atxcopywriter Right…It took me a while to learn this back when I worked in journalism. It’s a great + important lesson. #CMWorld
@aesmithwriting

@ScottLum @meghscase @nurph Hehe no, but I am a super fast reader. And I can read upside down! #corporateskills #cmworld
@SFerika

@SFerika @ScottLum @meghscase @nurph quite impressive 🙂 #cmworld
@CMIContent

@CMIContent @meghscase How do we understand wat kind of content is preferred by our target audience?? #CMWorld
@vivektweetsso

@CMIContent A8: Network. Ask around. Getting out and meeting people is sooo important #CMWorld
@atxcopywriter

@vivektweetsso @CMIContent Oh, so many ways. Talk to them. Look at analytics. Do user tests specifically on the content. #CMWorld
@meghscase

The insights from visualizations can be invaluable even if they are made using limited resources. @SparkerWorks @SueBrady #CMWorld
@CEStrategy

@SparkerWorks I’d pay attention to feedback – a reader request could inspire a new series, same format so some prep work done. #CMWorld
@aesmithwriting

@mikemyers614 @ardath421 @meghscase @CMIContent Thanks, Mike! Great to see you, too. You always make me smile 🙂 #cmworld
@ardath421

@SFerika Clever girl. *revs motorbike* #CMWorld
@SparkerWorks

@SusynEliseDuris @meghscase it was a terrific chat! Glad you could spend part of your day with us, Sue! #cmworld
@CMIContent

@SparkerWorks …Also some good old fashioned mind mapping works wonders! #CMWorld
@aesmithwriting

Create Social Customer Personas for More Effective Marketing: http://fal.cn/BSot #CMWorld #SMDay http://t.co/SvI5BlH29v
@FalconSocial

@mewzikgirl I saw Jurassic World recently. Everything should involve Chris Pratt & his raptor squad. #CMWorld
@SparkerWorks

Confused @meghscase was so far ahead of us, until I realized she was the guest :)Had IRL distraction on Q8, sry. Great chat guys. #CMWorld
@UXcelsior

@Mr_McFly Where do you find all these gifs? Is “gif expert” on your resume, cause it should be #CMWorld
@atxcopywriter

@SparkerWorks me too! You’re not kidding! 🙂 #cmworld
@mewzikgirl

@SFerika Upside down reading would be good for content review sessions – 2 for 1 time savings. #cmworld
@ScottLum

@SparkerWorks @mewzikgirl cosign 🙂 #cmworld
@CMIContent

I’m afraid I’m missing questions as the tweets fly by. Sorry if I have. #CMWorld
@meghscase

Strategists often look at technical doc’n or enterprise-wide content. Example: http://contentmarketinginstitute.com/intelligent-content/blog/andrea-ames-intelligent-content-ibm/ #cmworld https://twitter.com/goldasich/status/615919873080852480
@MarciaRJohnston

.@CMIContent A8: Find those who love data, love growing, love creative, but ultimately know how to fail, learn, and reboot #CMWorld
@marceldigital

@aesmithwriting Absolutely! Content audits help unearth old resources to reshare & remarket also #CMWorld
@SparkerWorks

Next week, we’re celebrating our 100th #CMWorld Twitter chat with @JoePulizzi. Party! #CMWorld http://t.co/x0ERxGUdVf
@CMIContent

A8: SME / industry influencer that can write, knows the audience needs, has great organization, and can tell a story #CMWorld
@NzymeSolutions

Woof not my best #cmworld showing today – got pulled into multiple things. I promise to be here next week for the 100th chat! Yippee!
@eccushing

I’m almost afraid of what next week’s chat will be like…never be able to keep up! #cmworld
@tracibrowne

Too much excitement for one to handle! #CMWorld https://twitter.com/cmicontent/status/615927533557583872
@sararuthw

@tracibrowne You might think about getting here before 12:30 🙂 (you know I’m kidding, right?) #CMWorld
@mikemyers614

Have you checked out our #CMWorld Twitter Top 100 list yet? http://cmi.media/twitter100 http://t.co/TET1jfA8g8
@CMIContent

Learn about @meghscase’s work on the @braintraffic website: http://www.braintraffic.com #CMWorld
@CMIContent

@mikemyers614 @tracibrowne ha ha ha now be nice, Mike! #cmworld
@CMIContent

@AlaureMktg @DMACCWest In some folks’ defense, it’s new to them. They need to try, figure it out before they can create a strategy. #cmworld
@martinlieberman

Also, never forget the value of #contentaudits. Amazing what you’ll find out! #CMWorld
@zuulaconsulting

Let’s chat IRL. Sign up for Content Marketing World 2015. Code CMWSOCIAL saves an additional $100! http://cmi.media/cmw #CMWorld
@CMIContent

@CMIContent That reminds me … I still need to answer that question for next week’s chat! #forgetful #cmworld
@martinlieberman

@eccushing we know how it is – but next week…it’s all the #CMWorld love you can handle! #cmworld
@CMIContent

Great chat today on #contentstrategy and thanks for everyone’s input. I really appreciate the feedback @CMIContent @meghscase #CMWorld
@talithaparker

@atxcopywriter Ha! I have befriended the interwebs. That’s all 😉 #CMWorld
@Mr_McFly

@zuulaconsulting how do we double favorite this? 🙂 #cmworld
@CMIContent

Meet us in Cleveland for Content Marketing World 2015! Save $100 with code SPEAKERGUEST. http://cmi.media/cmw15 #CMWorld
@orangemagazine

@CMIContent I’ve been trying to scheme a way to go-to-there for months. Unfortunately, I don’t think it’ll work out. #CMWorld
@UXcelsior

Don’t forget to register for #CMWorld 2015 so you come the Barenaked Ladies concert we’re hosting w/ @CMIContent. http://t.co/AuAfCk6Xid
@CrowdContent

@UXcelsior that may make us a bit sad to hear! But if there’s any way you think we could help, please let us know #CMWorld
@CMIContent

@tracibrowne @ScottLum I actually just typo’d the word typo #meta #CMWorld
@atxcopywriter

Infographic: 12 Content Marketing Experts Share Content Tips #CMWorld http://ow.ly/OZAua
@JanGunz

JanGunz: Infographic: 12 Content Marketing Experts Share Content Tips #CMWorld http://ow.ly/OZAua #ContentMarketing
@LiveOptim_US

Infographic: 12 Content Marketing Experts Share Content Tips #CMWorld http://bit.ly/1RPJSt3 http://t.co/uMLQMHcrU0
@Nicole_Babic