Content Strategy: A #CMWorld Twitter Chat with Heather Meza

heather-meza-CMW-150x150One way to improve your content marketing program is to use the principles for content strategy. Heather Meza, CMI’s Chief Content Alchemist, joined us at our recent #CMWorld Twitter chat, to share ideas on how to use content strategy as part of your content marketing program.  (You can also read this post from Robert Rose to understand the basic differences between content marketing and content strategy.)

To learn more about content strategy, join us at Intelligent Content Conference from March 23 – 25 in San Francisco.

Q1: First things first: What is content strategy? #CMWorld

 

Love this post by @Robert_Rose on how #contentmarketing and #contentstrategy are separate but connected http://contentmarketinginstitute.com/2013/10/content-strategy-content-marketing-separate-connected/ #cmworld

@JoePulizzi

 

#cmworld Hello everyone. Here for the first half.

@carmenhill

 

A1. I think about content strategy as the approach of using content as a business asset #cmworld

@michelelinn

 

A1 Content strategy = an integrated set of choices: where will we play; how we will win; what capabilities we need. #cmworld

@pisarose

 

A1 Content Strategy = creation, publication, and governance of useful, usable content #cmworld

@JoePulizzi

 

A1: Strategically planning your content schedule and distribution to best fit your audience #cmworld

@CrowdContent

 

@atxcopywriter Indeed! #CMWorld

@CMIContent

 

@CrowdContent Nice! #CMWorld

@CMIContent

 

A1: Content strategy is the what, why, how and who for what you’ll do with your content to achieve business goals #cmworld

@ardath421

 

@CMIContent A1: It’s about making sure everything you’re doing with content is connected and working towards your business goals #cmworld

@atxcopywriter

 

#cmworld sincere apologies. trying hubby’s computer. tweetchat wont work. any ideas for alternative (windows)?

@HeatherMeza

 

In content strategy, content is viewed as an asset. The strategy is to help manage and use that asset correctly. #cmworld

@JoePulizzi

 

A1: The ability to predict the outcomes of specific content, through an evidence-based process of testing and optimization. #cmworld

@CarlaDewing

 

A1 Your content strategy maps your business objectives to the content that will help you get there #CMworld

@SFerika

 

@HeatherMeza TweetDeck for Google Chrome. #cmworld

@mhannaford

 

@CMIContent Great to be here! Missed you guys for a bit 🙁 #cmworld

@ardath421

 

A1 Content Strategy = creation, publication, and governance of useful, usable content #cmworld @revenuemarketer

@BrookeTpg

 

@HeatherMeza I use hootsuite #cmworld

@michelelinn

 

A1- Kevin Nichols says it best. Simply put, Content Strategy is “Getting the RIGHT content to the RIGHT user at the RIGHT time.” #cmworld

@TheMechanism

 

@HeatherMeza http://www.tchat.io/rooms/cmworld #cmworld

@lindadessau

 

@tracibrowne Yes! We’ll take it. 🙂 #CMWorld

@CMIContent

 

Twitter Chats, Brands Secret to Twitter Relationships! http://buff.ly/1ouWDLv #CMworld is a great Brand chat example!

@iSocialFanz

 

@HeatherMeza…I use tchat.io for twitter chats. Love it. #cmworld

@JoePulizzi

 

Q2: How exactly is it different than content marketing? #CMWorld

 

@CarlaDewing Wow! Love this. #CMWorld

@CMIContent

 

Happy National Podcast Day! #podcastday #CMWorld http://ow.ly/i/73KfZ

@pamelamuldoon

 

A1: Content strategy is about how, why, and where content goes – and what business objectives your content will accomplish. #cmworld

@PMIdigital

 

Yes! @TheMechanism: A1- Kevin Nichols says it best. Content Strategy=Getting RIGHT content to RIGHT user at RIGHT time. #cmworld

@michelelinn

 

@Robert_Rose says that a content marketer assists with the “why’s”, the content strategists helps with the hows. Both do what/where #cmworld

@JoePulizzi

 

A1: Content strategy addresses how your biz can meet the needs of your stakeholders via distribution of information. #CMworld

@Vruno

 

A2: As with all marketing initiatives, strategy sets the tone and guides you and marketing is the execution. #cmworld

@SueBrady

 

A1: Content marketing in itself is just noise if there isn’t a well thought out content strategy behind it #cmworld

@jesephm

 

Q2. Content marketing focuses on using content to attract and retain and audience — and drive profitable action #cmworld

@michelelinn

 

Nice! MT @JoePulizzi: @Robert_Rose says a content marketer assists w/”why’s”, content strategists helps w/hows. Both do what/where #cmworld

@pamelamuldoon

 

@CMIContent It encompasses content marketing – it’s the higher level decisions that drive it. #cmworld

@atxcopywriter

 

A1 It’s your “why” ie what you want to achieve. Content plans and calendar are your how/when/where/what. #CMWorld

@webber_karen

 

A2: Content Strategy= planning, mapping. Content Marketing= execution. #cmworld

@CrowdContent

 

On the other hand, content strategy is content that a biz produces beyond what is needed specifically for marketing #cmworld

@michelelinn

 

A2: Content strategy looks at content as an asset for the entire organization. Content mktg uses it to attract/retain customers. #cmworld

@JoePulizzi

 

@jesephm Yes indeed. “Tactics without strategy is the noise before defeat.” ~ Sun Tzu #cmworld

@pisarose

 

A2: Content strategy creates the perfect content cocktail, content marketing hands it out to the people at the party 🙂 #cmworld

@CarlaDewing

 

A1: We believe content strategy has to include #contentmarketing, content management content distribution. #cmworld

@mikemyers614

 

@stephanieakling Great to see you, Stephanie! #CMWorld

@CMIContent

 

A2: That’s why “content strategy” and “content marketing strategy” are two very different things 🙂 #cmworld

@JoePulizzi

 

A2 strategy is fairly constant (why), but marketing (how) should constantly adapt and evolve. #cmworld

@webber_karen

 

A2: #Contentmarketing is a philosophical change in how message are created. It’s not about us anymore. #cmworld

@mikemyers614

 

@mikemyers614 Agree – great one, Mike! #CMWorld

@CMIContent

 

Q3: Why is it important for content marketers to understand how content strategy is different than what they do? #cmworld

 

Hi #cmworld Sorry for the late arrival.

@joshmccormack

 

I do love that symbolism, @CarlaDewing. Great example. 🙂 #CMWorld

@SteffiKowalski

 

A2: Unfortunately, most content marketers perform in a vacuum, without leverage the asset of content from an org standpoint. #cmworld

@JoePulizzi

 

I thin I’m finally in! #CMWorld Thanks for your patience #techHatesMe

@HeatherMeza

 

Content marketing & content strategy are different skill sets, so you need to know what you need so you can find the right help #cmworld

@michelelinn

 

@joshmccormack Hi Josh, thanks for joining us! #CMWorld

@CMIContent

 

A2: Content Strategist links to company strategy/goals and devises content vision and strategy. Content Marketer executes #cmworld

@RtMixMktg

 

A2 Content marketing communicates messages about benefit of a service/product w/end purpose of selling it. #CMworld

@Vruno

 

About time @HeatherMeza 🙂 #cmworld

@JoePulizzi

 

@SteffiKowalski Thanks Stephanie, awesome 🙂 #cmworld

@CarlaDewing

 

Well said!! MT @CarlaDewing A2: Content strategy creates the perfect content cocktail, content mktg hands it out at the party 🙂

@PMIdigital

 

Hi, @joshmccormack. I arrived late as well. But I think we didn’t miss too much. 🙂 #CMWorld

@SteffiKowalski

 

@joshmccormack How are you Josh? #cmworld

@SheldonCPF

 

A3: By understand the why behind the content, they can do a better job of getting it out there (in right places) #cmworld

@TrainingCEO

@JoePulizzi Agree. There are a lot of content strategy basics content marketers could benefit from understanding (and vice versa) #cmworld

@michelelinn

 

A3: Content marketers, remember: the audience is NOT you. If it’s not adding value, it’s nontent, not content. @AJHuisman #cmworld

@pisarose

 

Thank you, @CarlaDewing , for explaining it to an #contenmarketing padawan so well. 😉 #CMWorld

@SteffiKowalski

 

Good Morning!#CMworld

@SheldonCPF

 

@pisarose “nontent” – I like that! #cmworld

@TrainingCEO

 

@SheldonCPF Hi Sheldon, nice to see you! #CMWorld

@CMIContent

 

A3: Content strategy leads the marketing efforts – understanding the method may curb some of the “madness.” #cmworld

@PMIdigital

 

A3: Content marketers, on the whole, still create fresh content as a campaign (tagged improperly, not designed for reuse) #cmworld

@JoePulizzi

 

A1: #ContentStrategy enables you to plan, create, manage & deliver contextual content when, where & how your audience wants it #CMWorld

@HeatherMeza

 

@TrainingCEO @pisarose Agree! Nontent is a great word! Wonder if @joepulizzi has seen this. #CMWorld

@CMIContent

 

A3: It’s separate but integrated. Strategy without tactics and vice versa is like an orchestra without a conductor. #CMWorld

@AllieGrayFree

 

No excuse in today’s connected world not to listen to the community & use the data available to drive content strategy! #CMworld

@iSocialFanz

 

@CMIContent Thank you! #cmworld

@SheldonCPF

 

@mikemyers614 @CMIContent @tracibrowne @lttlewys /wave welcome! #cmworld

@SFerika

 

@CMIContent A3a) Many content marketers are just contributing one part of the whole #cmworld

@atxcopywriter

 

@CMIContent I stole it from @AJHuisman. 🙂 @TrainingCEO @joepulizzi #cmworld

@pisarose

 

@HeatherMeza Q3: Why is it important for content marketers to understand how content strategy is different than what they do? #cmworld

@CMIContent

 

A1: Content strategy is having a reason for releasing yet more content into a crowded ecosystem. #cmworld

@joshmccormack

 

Interesting MT @JoePulizzi: A2: Most content marketers perform in vacuum, without leverage asset of content from an org standpoint. #cmworld

@RtMixMktg

 

e a confusão prolifera… (saudações do Brasil)No new #buzzword , more action #cmworld

@ramirogoncalez

 

@CMIContent A3b) If you don’t know others are helping complete the other parts of whole picture you won’t be successful #cmworld

@atxcopywriter

 

A3: Why is important for the actor to know what the director does (and visa versa)? Same thing, right? #cmworld

@mikemyers614

 

.@iSocialFanz it’s amazing how marketers have ignored tools out there that either aggregate their data, or all the data out there. #cmworld

@IraKates

 

As a content marketer, I want to better understand content organization and governance so users can better experience #cmworld

@michelelinn

 

@RtMixMktg It’s too bad actually…many content creators out there not working with content strategists (in large orgs) #cmworld

@JoePulizzi

 

@michelelinn Yes! So important to know what you know and recognize what you don’t know #CMWorld

@atxcopywriter

 

@mikemyers614 actor<=>director is great analogy for the content strategy<=>content marketer relationship #cmworld

@heykarri

 

C-mkting is a great component of the C-strategy, but many make the mistake of focusing ONLY on mkting. Might drive but won’t engage #cmworld

@TheMechanism

 

.@IraKates Think there are many acting as if there isn’t even data out there #smh @iSocialFanz #cmworld

@TrainingCEO

 

A3: Great content must be seen and acted upon to produce business and marketing goals. #cmworld

@aimfiremktg

 

A3: Because the audience might react differently to the content & its strategy. You can’t foresee such reactions fully, yet. #CMWorld

@SteffiKowalski

 

A2: Content strategy = holistic set of plans for building fruitful relationships. Content marketing = messages that lead to sales #CMworld

@Vruno

 

Q4: What are some content strategy concepts that content marketers could benefit from understanding? #cmworld

 

.@TrainingCEO @IraKates Feedback and data are two things most “Say” they want but can they handle the truth is the question? #CMworld

@iSocialFanz

 

A1: using content to achieve business goals #CMWorld @CMIContent

@sarahokeefe

 

A3: Relevance! #cmworld

@ardath421

 

knowing the dif between content marketing & content strategy helps resource planning & collaboration efforts #CMWorld

@HeatherMeza

 

I like @Carlos_abler’s take: We need to prepare the content for unanticipated uses. Design it for possible reuse. Adaptive. #cmworld

@JoePulizzi

 

A4: “Find the white space.” ~ @byoung07016 #cmworld

@pisarose

 

Content might be King but Great Content is still rare… Focus on creating content that helps the community rather than lots of it!#cmworld

@iSocialFanz

 

@atxcopywriter No one knows everything, which is why I love learning from this community so much #cmworld

@michelelinn

 

@michelelinn @JoePulizzi That’s why chats like this are so useful, since it brings together people from both sides #cmworld

@atxcopywriter

 

Sometimes less is more– especially if its quality. #cmworld

@stephanieakling

 

A4: I think the value of emotion is always a great concept that seems to do consistently well. #cmworld

@TrainingCEO

 

3 apps on a tablet = slow, typo – infested tweets #CMWorld

@HeatherMeza

 

Agreed, @michelelinn & @HeatherMeza. More & more we talk about #ContextMarketing instead of #ContentMarketing. #CMWorld

@SteffiKowalski

 

Your content is only as great as knowing the people that are reading it #personalization #cmworld

@taraerobertson

 

A4: #cmworld It’s all about context and timing. Plan, but stay agile.

@mhannaford

 

 

A4: Take a big-picture view. Use content strategy to design a continuum across the entire buying experience. Not campaigns! #cmworld

@ardath421

 

A4: Like @JoePulizzi said, content marketers often create campaign content – don’t see value of tagging or anticipate reuse #cmworld

@heykarri

 

@ardath421 No campaigns! #CMWorld

@CMIContent

 

THIS>>> MT @ardath421 A4: Use content strategy to design a continuum across the entire buying experience. Not campaigns! #cmworld

@pisarose

 

A4: Channel flows: They help you build your content asset with your chosen channel in mind [to leverage the goodness there] #cmworld

@CarlaDewing

 

@ardath421 Do you mean we need to create a consistent content experience? 😉 So critical. #cmworld

@JoePulizzi

 

A4: Content paths: Understand where your content links lead and how to form networks to stagger the core content message. #cmworld

@CarlaDewing

 

@SteffiKowalski Good! We’ll share notes. 🙂 #cmworld

@joshmccormack

 

Nice MT @ardath421: A4: Take big-picture view. Content strategy to design continuum across entire buying experience. Not campaigns! #cmworld

@RtMixMktg

 

Agreed, @TrainingCEO. But you have to monitor #emotions closely & consistently or else you get lost in them. #CMWorld

@SteffiKowalski

 

A4: More on the marketing side, microformatting is a great way to deliver digestible chunks. #cmworld

@TrainingCEO

 

@ardath421We definitely see far too many B2Bs w all their content concentrated at one end of the buyer journey #painful #cmworld

@heykarri

 

Really enjoying all the great content thoughts & insights being shared on today’s #cmworld chat!

@nadineblong

 

A3: It’s important to remember #ContentStrategy helps you PLAN for #ContentMarketing; they are not interchangeable terms #CMWorld

@HeatherMeza

 

@CarlaDewing And to anticipate reuse in other channels down the road. #CMWorld

@CMIContent

 

Luv! MT @ardath421: A4: Use content strategy to design continuum across entire buying experience. Not campaigns! #cmworld

@pamelamuldoon

 

A3: Because content strategy involves many voices throughout a biz. It’s closer to public relations than marketing. #CMworld

@Vruno

 

@SheldonCPF Hey Sheldon. #cmworld

@joshmccormack

 

@HeatherMeza Yes! So important. #CMWorld

@CMIContent

 

A4: Content marketers need to know about the benefits of content management (storage, reuse) and distribution (automation) #cmworld

@mikemyers614

 

A3: Campaigns ≠ content strategy, and neither does a checklist of deliverables. Those are just fancy to-do lists #CMWorld

@HeatherMeza

 

@CMIContent A4- It all STARTS with a personal connection. Your digital “voice” will carry more weight within your community. #cmworld

@TheMechanism

 

A3: Marketers need to make the shift from campaigns to sustainable content. To do that, you need content strategy #CMWorld

@HeatherMeza

 

@SteffiKowalski Definitely! So easy to lose all direction! #cmworld

@TrainingCEO

 

MT @mikemyers614 Content marketers need to know the benefits of content management (storage, reuse) and distribution (automation) #cmworld

@heykarri

 

#ContentStrategy helps you PLAN for #ContentMarketing; Not interchangeable terms – @ardath421@HeatherMeza #cmworld

@karamartens

 

Yes! MT @HeatherMeza: A3: Marketers need to make the shift from campaigns to sustainable content — you need content strategy #CMWorld

@stephanieakling

 

#CMWorld: How to Write Blog Posts that Get Read & Shared — http://goo.gl/VfmIoi #Blogging #BloggingTips

@WTWH_Marketing

 

Q5: How can content marketers educate themselves on content strategy without getting “in the weeds”? #CMWorld

 

#ContentStrategy helps you PLAN for #ContentMarketing; Not interchangeable terms – @ardath421 @HeatherMeza #cmworld

@karamartens

 

THIS MT @HeatherMeza: Marketers need to make the shift from campaigns to sustainable content. To do that, you need content strategy #CMWorld

@nadineblong

 

A strategy can help you understand who and where your audience is ,so you can plan the most effective way to release your message #CMworld

@SheldonCPF

 

A4: Im all about upcycling content. Structuring content for adaptability & reuse should be a top priority, especially for marketing #CMWorld

@HeatherMeza

 

Creating an agile strategy that focuses on real-time while listening to the community to find Right-time! #cmworld http://t.co/PCWBxgWOn8

@iSocialFanz

 

A5: #cmworld by joining chats like this and connecting to others. We are in the best time in history for collaboration among strangers.

@mhannaford

 

BTW, speaking of #contentstrategy, Marriott just announced this full scale publishing launch! http://www.adweek.com/news/technology/marriott-launches-global-creative-and-content-marketing-studio-160443 #cmworld

@JoePulizzi

 

Agreed, @TrainingCEO. Measuring & Monitoring is still a big challenge. Still looking for the right tools to analyze such things. #CMWorld

@SteffiKowalski

 

A4: Believe it or not, taking the time and rigor to document a content strategy can increase creative output and improve results #CMWorld

@HeatherMeza

 

A5: Like so many business skills, it helps to find a mentor (formal or informal) #cmworld

@heykarri

 

@CMIContent Absolutely, some of the best campaigns are forged in the fires of reused content. Twitter books are a real thing now! #cmworld

@CarlaDewing

 

Content strategy as an extension of brand positioning. I shouldn’t matter which medium you choose, sticking to strategy is key. #cmworld

@JohnRichardBell

 

A4: Content strategy can be as simple or as complex as you need it to be. Write it down. Get feedback. Just start! #CMWorld

@HeatherMeza

 

A5: put a stake in the ground, start small, measure, refine, iterate to build out a content strategy #cmworld

@ardath421

 

Agree! MT @HeatherMeza: A4: Im all @ upcycling content. Structuring content for adaptability & reuse should be a top priority #CMWorld

@pamelamuldoon

 

A5: I don’t think you can learn strategy from a book – you have to see someone moving the pieces and learn how they see the world. #cmworld

@heykarri

 

A4: Sourcing through tools like @ClearVoice, scaling, content management, and content/social metadata #CMWorld

@AllieGrayFree

 

Bookmark! MT @JoePulizzi Marriott just announced this full scale publishing launch! http://www.adweek.com/news/technology/marriott-launches-global-creative-and-content-marketing-studio-160443 … #cmworld

@mikemyers614

 

.@HeatherMeza You can not emphasize more the idea of documenting the strategy. #1 most important first step. #cmworld

@JoePulizzi

 

@SteffiKowalski @michelelinn @HeatherMeza Doesn’t have to be instead of, should be a part of the #contentmarketing convo #CMWorld

@atxcopywriter

 

I’m a fan of talking to people like @amywhiggins @JennyLMagic and @melissabreker who bridge content marketing and content strategy #cmworld

@michelelinn

 

A5: Conferences such as @ConFabEvents & @IntelContent have added tracks for content marketers & #CMWorld added content strategy

@HeatherMeza

 

A5- I think it’s a little bit like trial and error. You have to find what works the best with your company. #cmworld

@stephanieakling

 

@HeatherMeza @bldchris Documentation is also great when transitioning teams. Makes the transition smooth and consistent. #CMWorld

@CBarrows

 

A5: By listening!! Listen to what your stakeholders are saying about your biz, then you can address them via good content. #CMworld

@Vruno

 

A5: Connect with other #Content Marketers. Exchange knowledge & experience with others. & a lot of practice won’t hurt either. #CMWorld

@SteffiKowalski

 

@JoePulizzi @HeatherMeza Definitely took that one home from CMWorld. Working on written strategy for all clients + ourselves. #cmworld

@heykarri

 

A5: Get involved with the strategists – collaboration can be a great way to learn about both sides. #cmworld

@PMIdigital

 

A5: As others are saying, start small when learning about strategy. You don’t have to go to the moon, we’ve done that already. #CMWorld

@mikemyers614

 

A5: I’d say fall in love with data and documents. Bathe in them daily. Rinse, repeat. Also invest in big data already! #cmworld

@CarlaDewing

 

The problem is ineffective listening for a lot of companies. Are they tuned into the right channels. #CMworld

@SheldonCPF

 

@CBarrows @HeatherMeza You guys are speaking my language! Invest time in planning/structuring/documenting! #CMWorld

@bldchris

 

A5: It’s always a good idea to also keep an eye on what the competition is publishing. #CMWorld

@SueBrady

 

A5: Strategy is about a set of skills that grow with you – don’t get too wrapped up in how “they” do things at your current company #cmworld

@heykarri

 

Agreed, @atxcopywriter. @michelelinn @HeatherMeza Still learning the #contentmarketing #lingo ;). #CMWorld

@SteffiKowalski

 

@michelelinn @amywhiggins @JennyLMagic @melissabreker Agree! It definitely helps to hear real examples and applications. #CMWorld

@cmcphillips

 

A5: scope out companies who are setting a good example and adopt some of their tactics #cmworld

@CrowdContent

 

A3: Marketers also need to understand where and how content needs to live. Not all content is equal and can be blindly dispersed. #cmworld

@JuiceChicago

 

@Vruno Interesting – I tend not to think of PR as separate than marketing, but as part of the larger process. Is that abnormal? #CMWorld

@atxcopywriter

 

@CrowdContent Always a smart idea! #CMWorld

@CMIContent

 

@SheldonCPF On that topic, you may find last night’s #AtomicChat interesting. #SocialListening #cmworld

@heykarri

 

Q5: Follow #ContentStrategy geniuses: @annrockley @ahava @ardath421 @jcolman @melissabreker @jennylmagic @halvorson #CMWorld

@HeatherMeza

 

@CMIContent A5- There is no crash course in content strategy. Analyze+Understand your target audience, and the rest will follow. #CMWorld

@TheMechanism

 

5 Ways to Make Your Content Marketing More Memorable http://buff.ly/1wSmPVD via @CMIContent #SocialMedia #CMWorld

@CarlosGilTV

 

Q6: Where do you find good content strategy help? How do you best qualify someone? #CMWorld

 

A5(b) Content strategy is intuitive. It’s hard to learn intuition. Some have it, some don’t, but you can observe & pick up things. #cmworld

@Vruno

 

@CMIContent A5: Pay attention. Read posts, attend sessions, presentations etc. that deal with things outside your immediate realm #CMWorld

@atxcopywriter

 

Always learning interesting new things in #TwitterChat. Listening to experts such @cmcphillips @michelelinn @amywhiggins helps. #CMWorld

@SteffiKowalski

 

A5: No only is strategy selecting a path, being strategic also means saying no to something. #CMWorld

@mikemyers614

 

@atxcopywriter SUCH a smart idea for so many facets of our careers! #CMWorld

@CMIContent

 

@atxcopywriter @Vruno Nope! They are becoming more and more intertwined within digital. #cmworld

@JuiceChicago

 

Keep your eyes on the prize- what’s the purpose of your content? Experiment and refine. #cmworld

@joshmccormack

 

@Vruno That’s a great point, Kris. #CMWorld

@CMIContent

 

A5: As @atxcopywriter puts it. @CMIContent. 🙂 Learn, Learn, Learn & ask for help! #CMWorld

@SteffiKowalski

 

@brad30097 @HeatherMeza @ConfabEvents @intelcontent Thanks, Brad! Join us on the #CMWorld chat happening now…

@CMIContent

 

A6. Best content help comes from reading & understanding great blogs & TALKING with your community to find out what they need!#CMWorld

@iSocialFanz

 

@heykarri What about a book with relevant case studies? Obviously not as powerful as first hand, but if that’s not available #CMWorld

@atxcopywriter

 

A6. Good strategy comes from developing a skilled team using content management tools like http://ClearVoice.com #CMWorld

@ClearVoice

 

@iSocialFanz You love that community, don’t you? We agree – it’s so important to talking (listening!) to your community. #CMWorld

@CMIContent

 

A6: Look at the work content strategists do for clients to see how they do things. Try to reverse-engineer the strategy they employ #CMWorld

@mikemyers614

 

@mikemyers614 Great approach, Mike! #CMWorld

@CMIContent

 

. @CMIContent A5: I find help thru the #CMWorld network. Make friends in high places, figure out how to get down w/ them. #downwithcontent

@amywhiggins

 

@CMIContent Yes embracing community for both #SocBiz & #DigitalMarketing drastically changed my career & clients success! #CMWorld

@iSocialFanz

 

@JoePulizzi @ardath421 will #wearabletech change concept of #contentmarketing as customers time spend would be less. #cmworld

@InspectorDhola

 

@atxcopywriter could probably do in a pinch – something is better than nothing, right? But strategy is abstract; I need to DO! 🙂 #cmworld

@heykarri

 

@CMIContent It’s the hat. #CMWorld

@mikemyers614

 

@ardath421 @mikemyers614 Saying no is the hardest part. #cmworld

@amywhiggins

 

A6: These days, there are many content strategy agencies, consultants & practitioners (see aforementioned geniuses) #CMWorld

@HeatherMeza

 

@iSocialFanz Agree! It has helped our business & event. & hopefully provided great/better resources for community. Great things! #CMWorld

@CMIContent

 

@CMIContent Finding someone who already fits into your community will have the easiest time establishing+speaking your biz’s voice #CMWorld

@TheMechanism

 

@amywhiggins Seriously, I think about our conversation at #cmworld often!

@michelelinn

 

A6: The term “Content Strategist” is experiencing growing pains and is the topic of many a hot debate #CMWorld

@HeatherMeza

 

@michelelinn Honestly, I wish we did a little more… #CMWorld

@mikemyers614

 

Q7: Is there any brand that would not benefit from both a content strategy and a content marketing strategy? #cmworld

 

Use content to develop relationships and community and write your content for those specific people. #cmworld

@joshmccormack

 

A6: Understand your specific needs before you try to make a match. Don’t get hung up on job titles #CMWorld

@HeatherMeza

 

@mikemyers614 I think @michelelinn are getting better! Lots of stopping and thinking before proceeding. #CMWorld

@cmcphillips

 

A7: #cmworld The only company that could benefit from that is the competitors of the company that doesn’t have a strategy.

@mhannaford

 

@HeatherMeza very diplomatically put. #cmworld

@joshmccormack

 

A6: Do your research and always trust your gut instinct. No one knows your situation better than you #CMWorld

@HeatherMeza

 

Only question, @CMIContent & @amywhiggins : How do you make friends in high places – especially #contentmarketing rookies- ? Tips? #CMWorld

@SteffiKowalski

 

@HeatherMeza As we discussed, though, it makes it harder to find the right person! #CMWorld

@cmcphillips

 

Q7: Is there a brand with followers who don’t care about anything? If so, them. #cmworld

@TrainingCEO

 

#cmworld and yes…my last tweet was completely talking in a circle.

@mhannaford

 

A7: @CMIContent the only brand that won’t benefit is one that has ZERO story to tell. So…um..no #cmworld

@amywhiggins

 

@SteffiKowalski @michelelinn @amywhiggins Thanks, Stephanie! #CMWorld

@cmcphillips

 

@mikemyers614 Were we in the same @halvorson session recently? #CMWorld

@atxcopywriter

 

@CMIContent Well the buzz coming from #CMworld thru friends and mentors was amazing.. and I love orange so next year it’s on my radar 🙂

@iSocialFanz

 

A7: Sometimes the financial aspect of #contentmarketing can be a problem for SMEs. #CMWorld

@SteffiKowalski

 

@HeatherMeza in the old days we used library scientists as information architects. Some jobs evolve. #cmworld

@joshmccormack

 

@CarlaDewing We’re all learning from each other – so it’s all good! That’s why we do this! #CMWorld

@CMIContent

 

A7: I can not think of a single brand that wouldn’t benefit from both a content strategy & a content marketing strategy #CMWorld

@HeatherMeza

 

Go w/data AND gut! MT @HeatherMeza: A6: Do your research and always trust your gut instinct. #CMWorld

@bldchris

 

@iSocialFanz Yes! Sept 8-11, 2015 (Shameless plug!) #CMWorld

@CMIContent

 

@TrainingCEO Awesome! #cmworld

@CrowdContent

 

A7: No matter what type of content brands produce, understanding the strategy & goals behind it is a must. #cmworld

@PMIdigital

 

@HeatherMeza So true, and even when you do know the situation if you’re in a new niche, all bets are off. 😀 #CMWorld

@CarlaDewing

 

A7: Picking on words a bit, but #contentstrategy should inform content marketing activities. Not sure strategy at both levels req. #CMWorld

@mikemyers614

 

A7. Having both content strategy & content marketing is essential. You cannot be effective having one w/o the other! #CMWorld

@ClearVoice

 

@SteffiKowalski @CMIContent It’s all about connecting. Figure out what connects you, reach out. It might not always be work related #CMWOrld

@amywhiggins

 

@joshmccormack @HeatherMeza fewer libraries = need to rebrand “library science”. Pretty sure more $ in content marketing 🙂 #cmworld

@heykarri

 

@SteffiKowalski @CMIContent @amywhiggins Flattery. Follow, comment and share. It’s the currency of content. #cmworld

@joshmccormack

 

@CMIContent born in Pittsburgh & a Steelers fan I’m going to make an exception for visiting Cleveland in 2014 🙂 #CMWorld

@iSocialFanz

 

@CrowdContent Thanks. Every once in a while (even if I mess up the etiquette!) #cmworld

@TrainingCEO

 

@InspectorDhola @JoePulizzi @ardath421 I think it just adds a new element to consider when creating A strategy-same way mobile has #CMWorld

@atxcopywriter

 

@joshmccormack @SteffiKowalski @CMIContent Sharing is caring. Don’t do favors expecting ones in return. Do them because you care. #cmworld

@amywhiggins

 

@SteffiKowalski @amywhiggins Connect with them online/offline, help/support them. They notice genuine interest and support. #CMWorld

@cmcphillips

 

@CMIContent A7- That’s like saying, Is there a brand that prospers from speaking before it thinks. Almost always leads to trouble #CMWorld

@TheMechanism

 

I’m so late but I’ join you anyway 😀 #CMWorld

@MaelRoth

 

Thanx for the tips. 🙂 @joshmccormack @CMIContent & @amywhiggins Greatly appreciated. 🙂 #CMWorld

@SteffiKowalski

 

@amywhiggins @joshmccormack @SteffiKowalski Agree! Just like anything, do it bc you want to. Not to expect something in return. #CMWorld

@cmcphillips

 

Embrace Curation and Creation as part of your content strategies! #CMworld http://buff.ly/ZooabZ http://t.co/2MLJHPd8mX

@iSocialFanz

 

Looking at this the other way -> Who had good examples of brands that have an excellent content strategy that we can learn from? #cmworld

@michelelinn

 

@atxcopywriter @halvorson Yes, we definitely were. And it was a good one. #CMWorld

@mikemyers614

 

@MaelRoth Yes! Great to see you, Mael! #CMWorld

@CMIContent

 

@CMIContent Nope, but might be hard for some to find budget and accept both as a necessary investment #CMWorld

@atxcopywriter

 

Great tip, too. @cmcphillips @amywhiggins Thank you for your help. #CMWorld

@SteffiKowalski

 

A7: NO – nuff said 🙂 #cmworld

@ardath421

 

@SteffiKowalski Anytime! That’s what we are here for 🙂 @joshmccormack @CMIContent #cmworld

@amywhiggins

 

@iSocialFanz Ha! Thank you! We won’t make you wear a Browns jersey. #CMWorld

@CMIContent

Q8: Content marketers: what questions do you have about content strategy? #cmworld

 

@heykarri @HeatherMeza If I ran a university I might think of keeping the program, changing the name. #cmworld

@joshmccormack

 

“@MaelRoth: I’m so late but I’ join you anyway 😀 #CMWorld” Me too!

@Liliholl

 

@cmcphillips @mikemyers614 @michelelinn “Slow down and fix your shit” – line I heard multiple times at #CMWorld this year

@atxcopywriter

 

@SteffiKowalski I am really enjoying learning from you as well! #cmworld

@michelelinn

 

A2: Content marketing is a MARKETING strategy, not a CONTENT strategy #CMWorld

@HeatherMeza

 

@atxcopywriter So which comes first? #CMWorld

@CMIContent

 

Still, @amywhiggins @joshmccormack & @CMIContent – Totally #awesome. 😉 #CMWorld

@SteffiKowalski

 

A7: #contentmarketing w/o strategy is just throwing everything at the wall and seeing what sticks. can be bad for rep & budget #cmworld

@CrowdContent

 

.M/T @SueBrady A5 It’s always a good idea to also keep an eye on what the competition is publishing. #CMWorld #marketing

@LiftecForklifts

 

. @CMIContent A5: Find out who the main influencers are and see what worked for them. #CMWorld Hello to the chat 🙂

@ESimplified

 

A2: You can do content strategy without content marketing, but you should never do content marketing without a content strategy #CMWorld

@HeatherMeza

 

@CrowdContent And it dilutes your impactful messaging in noise! #CMWorld

@TrainingCEO

 

@michelelinn Some of my faves: McDonalds’ of CA, Lowes Fix In Six, Chipotle #CMWorld

@mikemyers614

 

@CrowdContent Ah! It’s like music to our ears. 🙂 #CMWorld

@CMIContent

 

@joshmccormack you know that phrase “for love or money?” library=love content=money (and possibly love) #cmworld

@heykarri

 

. @michelelinn I like looking at the new brands coming to the content game – like @birchbox – their mobile app is full of content #cmworld

@amywhiggins

 

@cmcphillips Also agree, and I’m going to add this to my content policy immediately. 😀 #CMWorld

@CarlaDewing

 

A8: For companies who want to test CM, I wonder what the best “format” would be to test it. A lot of clients ask for a test drive.. #CMWorld

@MaelRoth

 

@SteffiKowalski For sure. And that comes with a tendency to start in the wrong place – content creation bf strategy #CMWorld

@atxcopywriter

 

What are the “must have” ingredients of a content strategy? #cmworld

@Liliholl

 

A2: Mktg=conversations #ContentMarketing strategy defines how to nurture conversations & drive revenue-related action w/content #CMWorld

@HeatherMeza

 

@joshmccormack @SteffiKowalski @CMIContent @amywhiggins Yep. Do it in a way that’s genuine, but also strategic #CMWorld

@atxcopywriter

 

I hate going backwards, but sometimes need to go back to move forward @atxcopywriter: @cmcphillips @mikemyers614 #cmworld

@michelelinn

 

@Liliholl I say an understanding of your audience and providing value to them #CMWorld

@TrainingCEO

 

A2: Content strategy defines the who, what, where, when & why to engage and connect with people through content #CMWorld

@HeatherMeza

 

@Liliholl Communication! #CMWorld

@SheldonCPF

 

@CMIContent @CrowdContent I was never good at making pasta…sticking things to walls can get messy. #cmworld

@amywhiggins

 

@MaelRoth Really depends on who you’re trying to reach/influence and how they prefer to learn. #CMWorld

@mikemyers614

 

@SteffiKowalski @CMIContent @amywhiggins Wrote about this a little while back: http://www.firepolemarketing.com/get-noticed-boost-credibility/ #CMWorld

@atxcopywriter

 

@amywhiggins I have been looking at @birchbox from a marketing perspective. Really interesting model (and makes me want to try svc) #cmworld

@michelelinn

 

@amywhiggins @joshmccormack @SteffiKowalski Join twitter chats and …..chat! We’re an agency but, we always join in to learn! #cmworld

@JuiceChicago

 

A8: I work for a “local” branch of a national brand. How do I set up my content strategy? Use what the national brand offers? #CMWorld

@mhannaford

 

A8: What company do you think is executing an amazing content strategy right now? #cmworld . Would love to hear some examples 🙂

@CrowdContent

 

Q8: How important is it to have an analytics calendar to run alongside your editorial one? #CMWorld

@CarlaDewing

 

@amywhiggins @CrowdContent And it just makes me more efficient because then I don’t have to clean. 🙂 #CMWorld

@cmcphillips

 

@mikemyers614 That’s very vague and general ^^ #CMWorld

@MaelRoth

 

@MaelRoth Social media is a great proving ground. Start with one campaign/product & see what you learn & what was more effective #Cmworld

@Vruno

 

Thanks @mikemyers614! Do you consider these to be good content marketing or content strategy examples? #cmworld

@michelelinn

 

@CMIContent What’s the number one thing you wish content creators knew that would make your life easier? #CMWorld

@atxcopywriter

 

It seems that way, @atxcopywriter. What would be your starting point? Thinking of objectives. #CMWorld

@SteffiKowalski

 

@CMIContent When developing a strategy, how should you set REALISTIC goals/check points to strive for? #CMWorld

@TheMechanism

 

We’ll spend the last 10 minutes asking @heathermeza questions on content strategy & content marketing. Ask questions now! #CMWorld

@CMIContent

 

@Liliholl I would say decide on a target audience, find the problems they face and how you can help fix them. Choices, choices. #CMWorld

@mikemyers614

 

A8: I think Sephora does some impressive stuff &would ♡ a peek at their content strategy! #cmworld

@HeatherMeza

 

@CMIContent Start with strategy before plunging into a big investment in content creation #CMWorld

@atxcopywriter

 

.@Liliholl goals, personas, storyline, governance, process, metrics #cmworld

@ardath421

 

@Vruno I work in Germany. Aside from Facebook there isn’t much social media stuff we can convince clients with… ^^ #CMWorld

@MaelRoth

 

Cool! The Power of Visual Storytelling: Graphic Recordings of #CMWorld via @CMIContent http://hubs.ly/y09-Wj0 @paulroetzer’s is slide 30

@pr2020

 

@CMIContent In other words, don’t just start a blog cause you read somewhere you should have one, think it through first #CMWorld

@atxcopywriter

 

Good content creators think of themselves as storytellers. We connect through stories. #CMWorld

@CTrappe

 

@HeatherMeza What are the “must have” ingredients of a content strategy? #cmworld

@Liliholl

 

@MaelRoth Not even blogs? @Vruno #CMWorld

@TrainingCEO

 

@MaelRoth Until you know who you’re going after and what they want/need, your test may not be very successful. Make sense? #CMWorld

@mikemyers614

 

.@CrowdContent Keep an eye on @Pillsbury – they’re the best at capitalizing on timely fads/celeb news with fun content. #CMWorld

@Vruno

 

. @CMIContent A8 What is a common timeframe for a brand-new content strategy to start bringing results? Eg.: 6 months, 1 year…? #cmworld

@ESimplified

 

@heykarri @atxcopywriter @JoePulizzi @ardath421 also #contentmarketing been largely domain for #english, need #multilingual scope. #CMWorld

@InspectorDhola

 

A8: Analytics should inform your content strategy, information leads to insights #cmworld

@HeatherMeza

 

@TrainingCEO @Vruno to me blogs unfortunately lost their social aspect a long time ago…. #CMWorld

@MaelRoth

 

@Vruno @CrowdContent @Pillsbury Do you think fads can be part of your content strategy? #CMWorld

@CMIContent

 

The best content strategies get relevant things published. Push publish! #CMWorld

@CTrappe

 

Indeed Germany is still at the beginning with #socialmedia marketing. @MaelRoth @Vruno Such a pity. #CMWorld

@SteffiKowalski

 

@michelelinn Both. But I was thinking more strategy. Lowes in particular positions themselves as educators, can’t do that with ads #CMWorld

@mikemyers614

 

@cmcphillips @CrowdContent Very true. It’s not there’s a @Homejoy for content marketing. #cmworld

@amywhiggins

 

@CMIContent @Vruno @CrowdContent @Pillsbury I think they have to be part of it. THAT proves your agility. #CMWorld #OREOBlackOut

@mhannaford

 

@TrainingCEO what’s your favourite form of content? #CMWorld

@Liliholl

 

Gotta run but as always thanks so much for moderating @CMIContent @HeatherMeza! Really learned a ton from everyone in todays #CMWorld 🙂

@TheMechanism

 

@InspectorDhola Good point re: wearables and (unfortunately) content marketing in general. Global is a big challenge! #cmworld

@heykarri

 

Q8: [Oops didn’t tag it] The importance of analytics calendars? @HeatherMeza your opinion would be effervescent. #CMWorld

@CarlaDewing

 

@TheMechanism @HeatherMeza Thanks for joining us today! #CMWOrld

@CMIContent

 

Interesting. MT @MaelRoth: I work in Germany. Aside from Facebook there isn’t much social media we can convince clients with… ^^ #CMWorld

@bldchris

 

@mikemyers614 of course I am with you but I was looking for specific “campaign” formats which could give clients a taste 🙂 #CMWorld

@MaelRoth

 

@Liliholl I’m a sucker for really well-done infographics! Such a data geek! #CMWorld

@TrainingCEO

 

#contentmarketing should focus on 360 degree of #content #CMWorld#Images#textual#Gamification#jokes#videos#animation#comicstriplive

@InspectorDhola

 

@ardath421 Great tips! Thanks #CMWorld

@Liliholl

 

@mikemyers614 thanks, good points here too! #cmworld

@Liliholl

 

@Liliholl My pleasure 🙂 #cmworld

@ardath421

 

@Vruno @TrainingCEO events definitly work best here yeah. Brand building through a personality is huge here #CMWorld

@MaelRoth

 

@CrowdContent @FCBarcelona content strategy for Instagram is Avery good example.Three languages one post! #CMWorld http://t.co/x3LYZ3cxkR

@SheldonCPF

 

Uhg! Too many great comments to reply to! My touch pad typing skills leave something to be desired #cmworld

@HeatherMeza

 

Big data question for #CMWorld. Do we now rely too much on big data and the “numbers” rather than anecdotal evidence and “gut” feeling?

@mhannaford

 

@TrainingCEO yes, I love visuals too! 🙂 #CMWorld

@Liliholl

 

@CMIContent @CrowdContent If it is authentic & meaningful, capitalizing on the timely is uber important. Makes brands relevant. #cmworld

@Vruno

 

@heathermeza How does a content marketer take the first step (after this chat!) to get informed on #contentstrategy? #CMWorld

@CMIContent

 

Argh, missed most of this chat today. I’ll be back next week! Clients take precedence! #CMWorld

@SueBrady

 

@heykarri with #wearabletech #contentmarketing should be very brief, permission driven & should accomplish goals of viewer. #CMWorld

@InspectorDhola

 

@MaelRoth Understand. But think that’s jumping ahead. If you take time to document a strategy, you’ll know which tactics work best #CMWorld

@mikemyers614

 

@SueBrady Yes, they do! That’s why we always have transcripts, but hope to see you next time, Sue! #cmworld

@CMIContent

 

Who isn’t @TrainingCEO @Liliholl 🙂 It works so well & everybody gets the gist of what you try say. #CMWorld

@SteffiKowalski

 

@CarlaDewing @HeatherMeza Analytics calendars is a new term to me. Would love to learn more #cmworld

@michelelinn

 

A8: Start with the “why” and move on from there. Read! Reaf! Read! #cmworld

@HeatherMeza

 

@JuiceChicago So true. I look at PR practitioners as the amplifiers. They can help get more eyes on content. #CMworld

@Vruno

 

@TrainingCEO what tool do you use to create them? #CMWorld

@Liliholl

 

@mhannaford I don’t. We use our gut and see if numbers support. Or vice versa. But it’s never just one or the other. #CMWorld

@cmcphillips

 

Reaf? Oh my… #cmworld

@HeatherMeza

 

Thanks, @CMIContent, @HeatherMeza and guests. Great thoughts today! #CMWorld

@bldchris

 

@cmcphillips That makes sense. Our company is very rural compared to “the usual” companies like us. Data doesn’t always support. #CMWorld

@mhannaford

 

@HeatherMeza Don’t worry about typos 🙂 We’re just glad you’re here to share your wisdom! #cmworld

@michelelinn

 

@mhannaford Data gives us a roadmap, but I do still take the road less traveled. Never know what you’ll find. #cmworld

@amywhiggins

 

Thank you ll so much for your patience! Tech is not my friend this week. It’s been great #cmworld

@HeatherMeza

 

@michelelinn They are ongoing calendars alongside channel & editorial calendars, showing key content benchmarks and metrics 🙂 #cmworld

@CarlaDewing

 

Look also at slideshare @heathermeza How does a content marketer take the first step (after this chat!) to get #contentstrategy? #CMWorld

@melissabreker

 

It was short but intense dear twitter chatters ^^ see you around #CMWorld

@MaelRoth

 

@HeatherMeza Thanks, Heather! We appreciate your diligence and expertise despite tech issues! #CMWorld

@CMIContent

 

Thanks @HeatherMeza @CMIContent – great chat! #cmworld

@ardath421

 

Thanks to @heathermeza for joining us on our #CMWorld chat today! Great to explain content strategy to content marketers!

@CMIContent

 

I think we do. MT @mhannaford: #CMWorld, Do we rely too much on big data and the “numbers” rather than anecdotal evidence & “gut” feeling?

@bldchris

 

“We have a funnel problem” said @TPLDrew at #CMWorld. Instead, focus on moments of inspiration for your audience. http://hubs.ly/y09-Kl0

@SPROUTcontent

 

Thank you very much to #CMWorld for my first chat with this group. Lots of great content and met lots of great new people. #ContinuingConvo

@mhannaford

 

@mhannaford @cmcphillips Remember your data might be pulled differently than others. #cmworld

@amywhiggins

 

Since content feeds audience experiences, I like to think of content strategy as a chef’s menu plan #CMWorld so get cookin!

@HeatherMeza

 

Join us for our #CMWorld chat next Tuesday when @scottlum joins us to talk Social Media ROI! http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

Yes thank you @heathermeza and @CMIContent for this choice content strategy buffet of information. Maximum enjoyment 😀 #cmworld

@CarlaDewing

 

@MaelRoth No sure I would work with someone who doesn’t want a strategy. Maybe you can do it for yourself and pull out if needed? #CMWorld

@mikemyers614

 

@amywhiggins @cmcphillips That’s my biggest concern because our company doesn’t fit the “normal” conventions for the industry. #CMWorld

@mhannaford

 

Check out 10/17 “Getting Things Done With IQTELL (Demo)” http://www.eventbrite.com/e/getting-things-done-with-iqtell-demo-getting-things-done-nyc-tickets-13322827937?aff=estw via @gtdnyc #nyc #cmworld #likeablechat #awxi

@rsidneysmith

 

@CMIContent Great way to start our day (9am here). Thanks for hosting! “See” you next week 🙂 #cmworld

@CrowdContent

 

Find more info on @heathermeza and @intelcontent visit http://t.co/GO1deq3jkM. #CMWorld

@CMIContent

 

@CMIContent @HeatherMeza Thanks, guys! Good stuff, as usual. #CMWorld

@mikemyers614

 

Registration opens for @intelcontent very soon! Visit www.intelligentcontentconference for more information. #CMWorld #intelcontent

@CMIContent

 

@CrowdContent For sure! Thanks for the great contributions! #CMworld

@CMIContent

 

@InspectorDhola Not giving up all devices for wearables. Depends on purpose, intent & context. cc: @JoePulizzi #CMWorld

@ardath421

 

Thanks again guys! & yes, Pls go to http://intelcontent.com & subscribe. It’s going to be a great event! #intelcontent #cmworld

@HeatherMeza

 

Gotta go…thanks #cmworld

@amywhiggins

 

@MaelRoth Sorry, hard to say in 140. I wouldn’t if they don’t understand the value of having a strategy. Doesn’t have to be huge. #CMWorld

@mikemyers614

 

I’m going to go beat up some technology now. Later #CMWorld! #cmworld

@HeatherMeza

 

@CmPunk @TripleH @StephMcMahon ….And that’s why he’s the best in the world….. #CMWorld #CMPunkChants #cmpunk http://t.co/o3j2h7dYhi

@WWEPUNKBRYANFAN

 

@amywhiggins Alll done for today – thanks, Amy! #CMWorld

@CMIContent

 

@pamelamuldoon Thanks for joining today, Pamela! #CMWorld

@CMIContent

 

@CMIContent Of course! Multi-tasking during the #CMWorld chat today; gotta get web copy to you guys! 🙂

@pamelamuldoon

 

Inspirational #CMWorld #TwitterChat with @joshmccormack @bldchris @iSocialFanz @amywhiggins @atxcopywriter.

@SteffiKowalski

 

Inspirational #CMWorld #TwitterChat with @Liliholl @CarlaDewing @TrainingCEO @stephanieakling @michelelinnn.

@SteffiKowalski

 

How Curated Content Performance Beats Original Content http://ow.ly/C6ZzH Check out this data #cmworld #contentmarketing.

@heidicohen